The complete marketing planner for craft breweries, taprooms & brewpubs — powered by local market intelligence and AI. Build a full year of traffic-driving campaigns, tap list promotions, events, and distribution strategy in minutes.
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Your Plan
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Tell Us About Your Brewery
Start by describing your operation so we can tailor every campaign, promotion, and outreach strategy to your style, audience, and market.
🍺 Production Brewery with Taproom
🍔 Brewpub (Beer + Full Kitchen)
🍕 Brewpub (Beer + Limited Food)
🎪 Nano / Microbrewery
🏭 Contract / Alternating Proprietorship
🍺 House-Brewed Beer
🍻 Guest / Rotating Craft Beers
🍷 Wine on Tap / Bottled Wine
🥃 Spirits & Cocktails
🧃 Non-Alcoholic Craft Beverages
🍹 Ciders & Hard Seltzers
🏠 Taproom / On-Premise Only (No Distribution)
🚐 Self-Distribution (Deliver Direct to Accounts)
🤝 Distributor Partnership
🔀 Hybrid (Self-Distrib + Distributor by Territory)
🌾 IPAs & Hop-Forward
🌑 Stouts & Porters
☀️ Lagers & Pilsners
🍋 Sours & Wild Ales
🌾 Belgian & Farmhouse Styles
🎨 Experimental / Adjunct-Forward
📚 Traditional / Classic Styles
🌱 Low-ABV & Session Beers
🍺 Broad / Mixed Portfolio
✦ The more specific you are, the more your plan will be customized just for you
Every detail you share — your founding story, signature beers, events you already run, your regulars' habits — gets woven into your themes, calendars, social posts, and staff timelines. Generic answers produce generic plans.
Example of a strong answer:
"We opened in 2019 in a converted 1940s fire station in East Nashville. We specialize in hazy IPAs and barrel-aged sours, and we're known for our dog-friendly patio and weekly Thursday bluegrass sessions. Our regulars are young families and outdoor enthusiasts — a lot of hikers and cyclists. We won Best New Brewery at the Tennessee Craft Beer Festival in 2021. Our taproom vibe is warm and unpretentious — we want people to feel like they're at a friend's backyard party, not a craft beer museum."
Driving taproom foot traffic
Growing distribution accounts
Building a loyal regular crowd
Competing with larger breweries
Off-peak / weekday traffic
Standing out in a crowded market
Food & event revenue growth
🧑🍺
Define Your Ideal Guests
Not just anyone within 10 miles — the two distinct types of people who visit weekly, join your mug club, bring their friends, and post about your beers. We'll build both personas from your ESRI data.
How to get your data (takes 2 minutes):
Go to Google and search: "What are the ESRI Tapestry Segmentation details for craft brewery guests in [your city & state]"
Google's AI Overview will return a breakdown of the dominant lifestyle segments in your area — paste the full result into the box below. The more detail you paste, the more targeted your guest profiles and marketing plan will be.
⭐ Primary Guest
—
Dominant guest segment near your brewery
◎ Secondary Guest
—
Growing or underserved segment nearby
What is ESRI Tapestry Segmentation?
ESRI is the world's leading mapping and location data company. Their Tapestry Segmentation system divides every neighborhood in the U.S. into 67 lifestyle segments based on who actually lives there — income levels, age ranges, family structure, spending habits, entertainment preferences, and more.
Why does your brewery need this?
Most craft breweries market to "beer lovers nearby" — which means their message resonates with no one specifically. When you know your neighborhood's Tapestry profile, you know exactly who is most likely to become a regular, what experiences they value, whether they prefer taproom hangouts vs. to-go cans, and whether they'll support your distribution accounts. That means every event, promotion, social post, and outreach piece speaks directly to the real people within driving distance — not a guess.
Quick Look
⭐ Primary—
◎ Secondary—
⭐ Primary Guest ProfileClick to expand▸
◎ Secondary Guest ProfileClick to expand▸
🎯
Choose Your Annual Brand Theme
One unifying message that ties every tap list launch, event, promotion, and community touchpoint together all year. This is what your brewery becomes known for — and what keeps guests coming back.
How it works: Click Generate Theme Ideas to get 5 AI-suggested themes — then click any theme card to select it. Not feeling any of them? Hit the button again for a fresh set. Your previous themes are always one click away.
Click a theme above to auto-fill, or write your own that feels right for your brand.
📅
12 Monthly Campaign Themes
Build out month-by-month campaign themes that align with your annual brand message, seasonal beer releases, local events, tap room programming, and distribution pushes throughout the year.
How to use your monthly themes
📆 Step 6 — Event & Promo Calendar
Each theme feeds your monthly event and promo calendar. Every tap-list launch, live music night, and flight deal will align with that month's campaign.
📱 Step 8 — Social Media
Themes shape your tap announcements, behind-the-scenes content, event recaps, and distribution wins so every platform stays on-message.
✉️ Step 9 — Print & Email Materials
Email newsletters, taproom table cards, and distributor one-sheets are written around each month's active theme — keeping all channels unified.
🔄 Regenerate Anytime
Not feeling a month's theme? Hit "Generate Monthly Themes" again for a completely fresh set — your previous themes are replaced.
🔁
Recurring Traffic & Growth Tactics
The engine behind a thriving brewery: 5 proven, repeatable tactics that turn first-time visitors into regulars, build predictable monthly revenue, and compound week after week.
The 90-day rule: Run each tactic consistently for 90 days before judging results. Most breweries quit at 30 days — that's exactly when momentum starts building. Recurring events, loyalty programs, and community campaigns compound over time: each repeat visit increases the chance of a lifetime regular. If a tactic isn't gaining traction by day 60, prepare your replacement and launch it at day 75.
🗓️
Monthly Event & Promo Calendar
Generate a day-by-day marketing and events calendar for each month — built around your beer releases, taproom programming, distribution pushes, and guest profiles.
✦ We recommend planning one quarter at a time
Start with the next 3 months — generate your calendars, run through ops timelines, social posts, and materials, then come back and add the next quarter. Most breweries find 90 days is the right planning horizon. You can always add more months anytime.
Tip: Select any month above and use the Regenerate button to refresh content after changing your theme or tactics.
👥
Operations & Staff Timeline
A week-by-week ops calendar for each month you've planned — covering taproom staffing, beer release prep, distributor check-ins, event execution, social posting schedules, and guest follow-up.
Generating timelines for:
⏭ Lead-Time Reminders by Quarter
Use the Regenerate button above to overwrite ops timelines after upstream changes.
📱
Social Media Content
Generate a month-by-month social content calendar — 18–22 posts per month tied to your event calendar, with captions, hashtags, Untappd tips, and visual briefs. Runs in the background using Haiku so you can continue to Step 9 while it finishes.
Instagram
Facebook
Untappd
TikTok
Google Business
YouTube / Reels
Twitter / X
💼 LinkedIn
Craft & Passionate
Community & Welcoming
Bold & Adventurous
Educational & Nerdy
New Tap & Beer Releases
Brewing Process & Behind-the-Scenes
Events & Live Music
Food Pairings & Menu Features
Guest Spotlights & Reviews
Distribution & Retail Spotting
Complete Step 6 first to select months.
✉️
Print & Email Materials
Generate all your copy and Canva-ready specs for email newsletters, tap room table cards, distributor one-sheets, event flyers, and mug club campaigns — ready to drop straight into your templates.
Taproom & Guest Marketing
📧 Email Newsletter / Blast
📮 Postcard / Direct Mailer
🃏 Taproom Table Card / Tent
📄 Event Flyer
🎟️ Coupon / Offer Card
📦 Take-Home Bag Insert
Guest Retention (from Step 5)
🍺 Mug Club / Loyalty Program Script
⭐ Untappd / Google Review Request
📞 Visit Follow-Up Text Sequence
🎁 Birthday / Anniversary Offer
🏘️ Neighborhood Social Post
Distribution & Wholesale
📋 Distributor / Retailer One-Sheet
🛒 Retail POS Shelf Talker Copy
🤝 Account Pitch Script
📊 Self-Distribution Route Intro Letter
Seasonal & Campaign
🎄 Holiday Card / Year-End Letter
🌟 VIP / Mug Club Appreciation
📣 New Beer / Seasonal Release Announcement
🔔 Taproom Event Reminder
Complete Step 6 first to select months.
📦 Download All Materials
Export every generated material in one file — organized by month and type, formatted and ready to edit.
Word: Downloads a .docx file — open in Microsoft Word or upload to Google Drive to edit. Google Docs: Downloads rich HTML — upload to Google Drive → Open with Google Docs
Done with this quarter? Go back to Step 6 and add the next 3 months — all your brewery info, tactics, and theme carry forward automatically.
📊
Your Plan is Ready
Export everything, track your key metrics, and work the plan. Consistency compounds — the breweries that build loyal guest bases pour into their community every single month.
Success Metrics to Track
Taproom Traffic
Weekly / monthly foot traffic New vs. returning guest ratio Average spend per visit
Revenue
Taproom revenue by month Distribution / wholesale volume Mug club & membership revenue
Guest Loyalty
Mug club / loyalty enrollment Event attendance by month Untappd check-ins & ratings
Brand Visibility
Google & Untappd review count Social followers & reach Distribution account growth
📝
Download as Word Doc
Full plan as a .docx — open in Word or upload to Google Drive
🔗
Google Docs (HTML)
Downloads a formatted HTML file — upload to Google Drive → Open with Google Docs
📋
Copy to Clipboard
Paste into Notion, Slack, or any editor
📝
Social Posts — Word Doc
All captions as a formatted .docx
📱
Social Posts — Google Docs
Open formatted page → copy into Google Doc
📅
Calendar Export (.ics + CSV)
Downloads both .ics for Apple/Outlook and a CSV for Google Calendar — one click adds all events
You've built a year of craft beer dominance.
Now work the plan. Pour every month. Show up for your community. The beer lovers within driving distance will know exactly where to go.
📅 Ready to plan the next quarter?
You've finished your first 90 days — great work. Go back to Step 6, select the next 3 months, and run through the whole plan again. All your brewery info, guest profiles, annual theme, and tactics carry forward automatically. You're just adding the next chapter.
💾 Save & Restore This Plan
Save your entire plan — every calendar, ops timeline, social post, and material — as a single .json file to any folder on any device. Load it back at any time to pick up exactly where you left off.
🔗 Team Share Link
Share this link with your taproom manager, marketing coordinator, or any team member. They can view the full plan without needing an account.
Link expires in 90 days. Regenerate anytime to create a fresh link with the latest plan data.
✦
Content Studio — Edit & Refine Your Posts
Your social posts are ready. Open the Content Studio to edit captions, upload photos and video, refine tone with AI, and mark each post as ready to schedule. All changes save back to your plan.
⚠ Generate your social posts in Step 8 first to use the Content Studio.
✦
Content Studio is a Pro feature
Your current plan includes all 10 planning steps, AI generation, and exports. Upgrade to Pro to unlock the Content Studio — where you edit, refine, and schedule every post.
What you get with Pro
✓Edit every AI-generated post directly
✓Upload photos & video per post
✓AI tone rewriting — 6 voice styles
✓Post status workflow — Draft, Ready, Scheduled
✓Add and delete posts manually
↗Auto-schedule & post — coming soon
$89 / month
Replaces your current $59 plan · 3-day free trial · cancel anytime
⏳
Complete your upgrade in the Stripe tab
Once your payment is confirmed, click below to activate your Pro account and jump straight into the Content Studio.
🎉
You're on Pro!
Content Studio is now unlocked.
● unsaved
BreweryPro — Content Studio
Loading posts...Pro $89 / mo
Connected:
Checking accounts…
Posts
✦
Select a post to edit
Click any post in the list to open it
Post Time
Caption
Edit directly · use AI Refine to rewrite · changes reset Ready status
0 / 2,200 characters
Media — Photo, Graphic or Video
⬆
Click to upload or drag & drop Photo · Graphic · Video
JPG · PNG · GIF · MP4 · MOV — up to 500 MB
✕ Remove
Hashtags
Visual Brief (AI-generated reference)
AI Refine
Quick edits
Rewrite by tone
Use the quick edits above or type a custom instruction — Claude will rewrite the caption in place.
+ New Post
Platform
● Instagram
● Facebook
● X/Twitter
● Google
Date
Time
Caption
Social Connections
Connect once — publish directly from Content Studio
Checking connections…
Platforms
G
Google Business Profile
Updates, offers & event posts
Post to which location:
f
Facebook Page + Instagram
Posts, events & tap releases
Post to which page:
✖
X / Twitter
Tweets & brewery updates
Coming Soon
🍺
Untappd for Business
Beer check-ins & tap list updates
Coming Soon
📋 Publish Log
Account Settings
Current Plan
👋
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✓ Saved to plan
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Read This First — What This Plan Does & Why Each Step Matters
Most brewery marketing fails because it's reactive — a tap announcement here, an event post there, nothing connecting any of it into a growth system. This planner builds one coherent engine: an annual brand theme that anchors twelve monthly campaigns, each backed by a day-by-day event and promo calendar, an operations timeline, and content ready to post and send. Every step feeds the next. Work all ten and your brewery compounds visibility, loyalty, and revenue month after month.
1Brewery Setup
Your brewery name, location, business type (taproom, brewpub, nano), beverage offerings, distribution model, beer style focus, and founding story — the foundation every AI step is built on.
💡 Specificity wins. A taproom that speaks to IPA-loving locals in Denver beats a generic "craft beer" message. The more honest detail you put in here, the sharper every output gets.
2Guest Profiles
Two detailed guest personas — primary regular and secondary emerging guest — drawn from your area's ESRI Tapestry demographic data: income, lifestyle, drink preferences, what they share, what keeps them coming back.
💡 Wrong message to the right person is still a miss. Knowing whether your crowd is adventurous craft nerds or casual social visitors changes your tap list messaging, event format, and every caption you write.
3Annual Brand Theme
One brand positioning statement that becomes your brewery's north star — the through-line that makes all 12 months of releases, events, and promotions feel like a single, ownable identity.
💡 Breweries with a clear identity build cult followings. "The place where the neighborhood comes to unwind" sticks. "We make good beer" doesn't. Your theme is your word-of-mouth engine.
4Monthly Campaign Themes
Twelve campaign angles — one per month — each rooted in your annual theme but tuned for that month's seasonal styles, beer festivals, local events, and guest engagement opportunities.
💡 Timing is everything in brewing. An Oktoberfest push in September lands. The same push in January doesn't. Seasonal relevance turns routine posts into moments people actually show up for.
5Growth Tactics
Proven recurring systems — weekly traffic anchors, loyalty programs, Untappd/review campaigns, and distribution outreach tactics — designed to run in the background of every campaign month.
💡 A regular who comes in weekly and brings one friend per month is worth 10x a one-time visitor. These tactics compound: by month six your loyalty program, review count, and distribution accounts are all growing.
6Event & Promo Calendar
A day-by-day action schedule for each campaign month — actual calendar dates, tap releases, event promotions, social posts, email sends, and distributor outreach actions.
💡 A plan without dates is a wish. "Announce the new IPA on March 5th" gets done. "Post about it sometime this month" doesn't. Dates turn strategy into a repeatable taproom rhythm.
7Ops & Staff Timeline
A week-by-week internal plan for each month — brewer prep, taproom staffing, distributor check-ins, event logistics, and social scheduling — so your team stays in sync with your marketing.
💡 Marketing only works if ops keep pace. A beer release that's announced on Instagram but not ready at the bar kills trust. This step keeps your front-of-house and back-of-house moving together.
8Social Media Content
One social post per calendar day — captions, platform strategy, Untappd tips, hashtags, Canva visual briefs, and video scripts tied to your exact tap releases, events, and local community moments.
💡 Guests who see you online before they visit already feel like regulars. A consistent, authentic local social presence is how a 40-tap wall becomes a destination people drive across town for.
9Print & Email Materials
Ready-to-use copy across 15+ formats: email newsletters, table cards, event flyers, mug club pitches, review requests, distributor one-sheets, account pitch scripts, and seasonal releases.
💡 Breweries that dominate locally reach guests from multiple directions in the same week. A table card that matches the email they got yesterday produces 4x the response of either alone.
10Export & Execute
The complete plan exported as a Word doc, Google Doc, calendar .ics, and social posts — formatted so you can hand it to your marketing person, taproom manager, or VA and have it running the same day.
💡 Execution is everything. A plan in your team's calendar gets worked. A plan trapped in a browser tab doesn't. Export, delegate, and brew.
BreweryPro · Work the plan. Pour every month. The breweries that build loyal crowds are the ones that show up consistently — not the ones with the biggest ad budget.
