As exciting as the craft beer revolution is, a disruption within beer distribution has an even more revolutionary feel to it. There are some brewers taking matters into their own hands (as we spotlighted here), but the way technology is changing how customers connect to the things they like hints at a future system of commerce that is still largely untapped.
I promise that last line was meant more as a segue than a pun (OK, that’s probably a lie), but here comes one such hint into a new system: Since February, more than 3,000 business locations worldwide have signed up and partnered with Untappd, a mobile app for craft beer enthusiasts to share and explore all types of beer. These pubs, bottle shops, breweries, restaurants and national retailers have linked up with Untappd to help showcase the beers they carry.
“There are millions of people worldwide that make up the passionate community behind Untappd, and now, for the first time ever, businesses are able to connect and become more engaged with Untappd users in their local markets,” said Bryan Batten, vice president of Business Development at Untappd.
Untappd for business
The Untappd app is a social network for all things beer. It helps enthusiasts and beginners track, share and discover new beers all over the world. And with over 4 million users “checking in” nearly 400 million beers, Untappd has cemented itself as the go-to app for beer lovers.
The company’s new product, Untappd for Business, is a software as a service (SaaS) platform that helps businesses promote their beer by connecting them with app users in the area. In addition to providing targeted promotions, the software also includes several operations tools, such as custom print menus, website and Facebook integrations, social media posting, digital beer boards and analytics that help save businesses time and money.
This is Untappd’s first step into a direction that other, smaller apps have already gone to deepen the connection between craft beer fans and the beers and beer culture that surrounds them. One startup, Hopsy, is actually going as far as delivering beer right to customers.
“Partnering with Untappd has been a very easy process and has helped Total Wine & More increase awareness of our vast craft beer assortment,” according to John Jordan, senior vice president at Total Wine & More. “Untappd for Business is the perfect platform to help us get more engaged with the craft beer community in California and Washington, and we are seeing sales growth.”
Untappd for Business, introduced in February of this year, serves customers of all sizes. From national retail, restaurant and brewery partners like Total Wine, ABC Wine and Spirits, Old Chicago, New Belgium, Flying Dog and Green Flash, to thousands of local small businesses around the world, Untappd for Business has broad appeal and has experienced acceptance among all types of businesses with a focus on craft beer. These customers rely on Untappd for menu creation, publication and promotion. There are also venue and region statistics available to help spot trends and identify beers that clients should be carrying or brewing.
“Untappd for Business has provided us with a more meaningful connection to our customer base through real-time, instantaneous interaction with our customers,” said Doug Cedrone of Beer Noggin, a craft beer bottle shop and taproom in Bronxville, N.Y. “The push notification feature is one of our favorites. Our clientele love the ability to immediately see any updates to our menus or events and many have told us that they solely rely on the app features to do so.”