Profit Paralysis – it’s the tipping point that craft breweries hit when your honeymoon period of rapid growth begins to go stagnant and incremental sales seem harder to come by. Every brand goes through this phase, it’s the natural course of a product life cycle. Usually, a brand doesn’t experience this until the maturity phase, but when a market is saturated, things tend to speed up a bit. Some of you might be experiencing this early, during your growth phase, but there’s nothing wrong with your brand or your business, the problem lies with our system.
There were over 180,000 new alcoholic beverage labels approvals granted by the TTB in 2021. The number of licensed retail accounts in the US has dropped to levels that we haven’t seen since 2010. The number of beverage distributors in the US has been reduced by over 60% since the 1990s.
So what does all of this mean for suppliers? There are more brands, less market share, and fewer wholesaler choices than ever before in the history of legal alcohol production, which means the marketplace is tough and you’re going to hit profit paralysis sooner rather than later.
Previous selling and marketing techniques designed for our old marketplace won’t work anymore. We have to flip the script in order to survive these new dynamic market conditions. We need to sell our brands with a clear purpose. We have to differentiate ourselves from the competition. We need to optimize our marketing tactics. And we have to keep our brands top of mind with our distributor partners.
All of these challenges led to the creation of the Strategic Profitability Accelerator Group hosted by Julie Rhodes of Not Your Hobby Marketing Solutions. This business of beer-focused mastermind group is an easily accessible and affordable way to help small, but mighty craft beverage brands avoid Profit Paralysis, so they can keep their tanks full, their sales going strong and their doors wide open. It’s business coaching in a group setting with other like-minded craft beverage professionals. Coaching materials will focus on improving offsite sales techniques, digital marketing tactics, and distribution management.
This 12-month immersive learning group is $29.99 per month and includes live Zoom coaching sessions for remote learning, recordings of all coaching calls, deliverable planning tools, unlimited brewery team members, no contracts, interviews with craft beverage industry professionals, hot seat sessions, community-focused software platform with a mobile app companion, direct message capabilities, and access to content from previous years.
To sign up or learn more about the program, head here.
Julie Rhodes is the owner of Not Your Hobby Marketing Solutions, an educational services & consulting company that teaches sales, marketing, and management tactics to growing craft beverage businesses through industry-specific webinars, digital courses, and coaching programs. Check out all of her great CBB articles right here.