Nowadays, when people hear the term “media”, it primarily evokes visions of scrolling social feeds, stories, reels, and viral video clips. A world without social media is unfathomable, which is why it is so important for businesses of all kinds – including craft beer companies – to not only have a presence across multiple platforms but also present consistently compelling content which keeps one’s fan base informed and engaged.
Social-media effectiveness is such a weighty, mandatory requirement of any brewery’s marketing plan that, all too often, it makes up the entirety of that strategic blueprint. It’s easy to forget that there are other marketing communications avenues to consider, including one of the most time-tested and effective: traditional media.
For a long time, brewery owners and marketers (particularly at smaller-sized concerns) wrote off television, radio, newspapers, magazines, and other public-serving outlets altogether. Many felt their only hope of getting on the small screen or in print was to purchase commercial or ad space, while others simply didn’t know the first thing about getting in touch with – much less pitching – media organizations. To be fair, it was much more difficult to communicate with outlets in decades past and pay-to-play practices were far more prevalent.
A lot has changed in the past 20 years or so. It’s never been easier to get in touch with producers, reporters, and media personalities, which is beneficial for both sides in a world where people are clamoring for content 24 hours a day. Still, brewery personnel largely remain gun-shy, in the dark, or oblivious to the benefits and processes of working with traditional news outlets. Often, it’s because that industry seems so foreign, but media professionals are no different than anyone else. They have a challenging job, needs, and challenges…just like you. And they appreciate anyone who can lend them a hand.
This is where you come in!
You have a brewery with a captivating story that produces a timeless, much-beloved beverage which can be enjoyed in a friendly spot where you also hold events, raise funds for worthy organizations and causes, and likely do a number of things that are unique to you. All of this is ripe for outlets that cover local businesses and happenings, human-interest stories, beer, or the brewing industry. You just need to know how best to reach and collaborate with them.
To help you with that, we’ve tapped a trio of veterans from different corners of the media industry who were happy to share some tips you can easily and immediately put to good use.
Reaching Potential Customers
With social media so prominent, one is justified in wondering why breweries should expend time and effort trying to get picked up by a traditional media outlet when they can post to their heart’s content on their social channels for free (with the exception of sponsored posts and paid ads). While social media is a valuable tool for reaching established fans, it has its limitations.
“A brewery being active on Instagram is great, but it does not replace reaching out to media outlets,” says Kendall Jones, the founder and operator of Washington Beer Blog, a 17-year-old online periodical covering brewery news throughout its namesake state. “First, anything you post on social media is only seen by people who follow you. You are preaching to the choir. You are not reaching new customers, and, because of how the algorithms work, you are only getting your message out to a portion of your followers.”
This is true. Posts rely on virality to reach an expanded audience. While the entertaining nature of beer, the craft brewing industry, and the interesting personalities that work within it provide plenty of opportunities to capture the attention of users who go on to like, comment on, and share content, not every post is primed to attain maximum reach. In fact, some of the most important posts a brewery puts up – tapping a new beer or an upcoming event, for instance – stand less of a chance of being shared far and wide compared to something funny that may or may not have anything to do with beer or your business.
“Also, social-media posts are fleeting…here today, gone tonight,” adds Jones. “Something published on a site like mine or comparable outlet is lasting. It is Google-able today and forever.”
With search-engine results playing such a significant role in the way consumers make basic decisions about which businesses to patronize – particularly when traveling in unfamiliar locales – having an established outlet’s coverage of a brewery rank high in an internet search can be extermely beneficial. Ditto having positive, accurate information about your beers, tasting room, food (if applicable), ethos, etc. Any of that can sway the unfamiliar into selecting your business over another and certainly a competitor that does not have such favorable search engine results.
There is an overriding philosophy in the marketing industry that it is far better to have someone else talk about you, your business, your products, and why they are exceptional than for you or a company representative do so. Having someone evangelize on your behalf brings added legitimacy and value, especially to someone who has never heard of your business and knows very little about the beer industry or your competitors. You may very well be the very first local brewing company someone is exposed to because they watch Channel 4, listen to XYZ FM, or read [insert-name-of-locally-focused-magazine here].
On the other hand, you may reach craft-beer converts of the nth-level variety; motivated individuals interested enough in the segment to read beer-focused blogs like Washington Beer Blog and Beervana, or niche publications like All About Beer and Craft Beer & Brewing. Regardless, it’s about reaching new people and potential customers, and traditional media is still the best, fastest method for doing so.
And when done right, it doesn’t cost a thing.
Communicating with Media Professionals
Now that we’re ready to reach out to the media, what’s the first step? Identifying something newsworthy! Whether or not this is your first attempt at pitching an editor, producer, reporter, or any other member of the media, come armed with something that will be objectively interesting to as many people as possible.
“The release of a new IPA is not, in itself, coverage-worthy. Breweries release those all the time,” says Jones. “But if there is a bigger story behind the beer, that’s what I want to know about.”
But maybe the IPA you are releasing is in support of a charity organization or an individual in need, and maybe you have a release event set up that is also a fundraiser. Or perhaps the beer (and even the release event) is thematically interesting or coincides with something not every business celebrates, like Pi Day or May the Fourth. Then the release of that IPA becomes infinitely more interesting and relatable to a much larger audience, including people who may know very little about beer, providing the chance for an outlet to present engaging content while your brewery reaches a new, wider audience.
Identify a solid news item, then pitch it. But don’t just pitch it to any – or worse yet, every – media outlet. Continue your thoughtful streak and identify the outlet or outlets your topic is right for.
“Know your audience and know our site. You don’t really need to know me, but know what we cover,” says John Holl, co-owner and editor of All About Beer, the country’s longest-operating beer media brand. “If you’re pitching me a cocktail story, chances are I’m just going to ignore it, because that’s not what we do.”
Take the time to not only familiarize yourself with outlets to determine the type of reporting, features, and segments they produce, but also get a feel for the different editors, writers, hosts, anchors, and reporters. In the case of TV news, some stations only cover “hard news”, while others have a more laidback setup that includes food-and-beverage coverage. In some cases, there’s a station with an outlier on staff who champions beer. Do the forward work so you know who to reach out to, as well as which individuals and outlets to leave be.
After composing a short list of media (or maybe even just one perfect candidate), it’s time to send in your pitch. By and large, there is one way most journalists, editors, and producers want to receive it: a well done, informative press release.
“Press releases are always great,” says Holl. “Make sure you’re answering the who, what, where, when, and why, that there’s contact information, and that your social media is linked on there, because I’m probably going to want to check that out. And post your press releases on your website. It’s good for SEO.”
If you’re unfamiliar with press releases, there is no reason to let that stand in your way of crafting one.
“There is a ton of how-to info for creating press releases on the web, including simple templates,” says Jones, who advises including quotes in releases and sending accompanying imagery. “These are good because they guide you through it. They get you accustomed to providing the kind of info news outlets need.”
When it comes to delivering your press release, unless you have met or are otherwise familiar with the person you’re sending it to, email is the way to go. Journalists’ email addresses can typically be found on an outlet’s website, their articles, or their social-media accounts. Media professionals don’t want to be mysterious; they need people with news to be able to find them.
“If I don’t know you, please email with a message that’s personal to me. Most people in our industry love when people have seen our work and appreciate the stories we’ve covered. It means the world to know people are watching,” says Neda Iranpour, a news anchor for CBS 8 San Diego who has won multiple Emmys for her coverage of the local brewing industry and regularly features brewery personnel on her station’s morning-news broadcasts. It’s a busy job – and lifestyle – which is why she recommends checking back on the pitches you send in.
“I have two young kids and a demanding job with a whack schedule,” says Iranpour, adding that she misses out on many social-media direct messages, making email the best way to get in touch (followed by text, provided she’s met you before and you’ve “exchanged digits”). “I barely get back to my friends and family properly, so it’s always a good idea to re-forward your initial email with a simple note like, ‘Checking in again to hear your thoughts on this.’”
Holl (who says knowing how to spell his name is important) isn’t averse to phone calls but agrees with Iranpour that email works best. “If I’m in the middle of my workday and my phone rings with a pitch I’m not ready for, I’m not there for it. If you DM me on Instagram or Facebook, chances are those messages are going to get lost. For me, one central intake spot is best and that’s email.”
They Like Your Pitch: Now What?
The key to working with media is to understand their needs and do what you can to meet them. They’re providing you with valuable coverage, so do your best by them, and in doing so you will inevitably do best by your brand, as well.
When it comes to TV appearances, Iranpour has some easy advice to follow. “Always be on time, because things can go wrong or setups can take longer than expected. Make our producers’ and directors’ lives easier by being ready with your table setup. Maybe practice it beforehand so you know what you’re going to display and what you’re going to discuss. That said, the worst thing anyone can do is to be scripted. I just need you…the real you. The viewer can see right through anything fake, and it can turn into a segment that’s not relatable or, dare I say, boring.”
The above applies to radio as well as podcasts. It’s good to know the points you need to make and to have vital information such as dates, times, beer info, and other specifics at the ready, but beer is supposed to be fun and the best on-air beer discussions are loose and freewheeling. Best of all, there’s room for error and audiences are generally forgiving.
In cases where you are being represented by someone else on-air, such as someone from a beer-centric media outlet, Holl suggests providing a fact sheet or a brewing company having a good amount of information on its website that can be pulled from in a pinch.
When it comes to interviews, it’s best to let the individual asking the questions select the manner in which they’d like to conduct one, be it in-person, by phone, via email, or virtually (Zoom, Skype, etc.). Their preferences are based on what works for them and stands the best chance of resulting in their optimal work output. If you don’t like to type and they want to email you questions, bite the bullet. If you’re shy and they want to call you, power through it. The last thing you want to do is have a journalist drop your pitch simply because they don’t have the time or inclination to do their job your way.
Similarly, if you send out a pitch and it gets picked up, be ready to help that journalist bring it to the finish line.
“Be available to answer your emails if you want me to answer yours. I understand if people are going on vacation, but make sure that there is somebody who can answer questions I have,” says Holl. “The fewer hoops you’re going to make media folks jump through, the better chance your story has of being published. If you’re good at the job, chances are I will come back to you again and again. If you’re not, then I won’t.”
This article originally appeared in the September/October 2025 edition of The New Brewer Magazine, a publication of industry trade organization, the Brewers Association