Center for Executive and Professional Education

BB403 Strategic Craft Beverage Marketing

About This Course

This course covers the concepts and techniques required for marketing craft beverages. Market analysis, targeting strategy, brand development, promotions, and pricing will all be explored as parts of an overall marketing strategy. Instructors will share valuable insights into effective websites, social media, and channel strategies. Planning for direct customer interactions such as tours, pubs, tastings, and sales is also covered. By the end of this course, participants will have developed a marketing and sales strategy to complement a business plan plus practical knowledge of digital marketing tools to help them succeed.

Course Snapshot


Format
 		Online

Frequency
 		On demand (asynchronous)


Length

up to 3 momths (self-paced)

Cost
 		$499

Program Schedule    

*This course is currently on hold. The elective course BB407: Regulation and Compliance for Craft Beverages is running separately as an asynchronous course and is open for registration. If interested in receiving updates and information on when BB403 is open for registration, please complete this form to be notified when it is next offered. Thank you!

Man in apron smiling at tablet with brewery equipment behind him

Business of Craft Brewing

While big name domestic beer sales have decreased, craft brew sales in the US continue to grow, capturing 12.7 percent of the overall market in 2017. With 6,000-plus craft breweries in the US today, a passion for brewing and a good recipe are simply not enough to thrive in such a crowded market.

Craft Brewing Details

What You’ll Learn

Upon completion of this course, students will have gained the knowledge to:

  • Evaluate the craft beverage market, including key business drivers;
  • Identify key market segments and understand how they relate to product mix and branding decisions;
  • Build a pricing strategy for wholesale and retail channels;
  • Develop a marketing strategy that includes grassroots and social media campaigns;
  • Identify appropriate packaging and government approvals.

The Learning Environment

This course is entirely online/asynchronous and can be taken at any time of the year. This course provides recorded instruction videos filmed by the instructor, practical exercises, and quizzes. Approximately 16 hours in total is recommended for work on this course. While there aren't live interactions with the instructor in this course, engaging recorded sessions by the instructor will support your learning journey. 

Additional Information

A reliable internet connection and Microsoft Excel are required.

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Courses in this Certificate Track

Enrolling in the full certificate program allows for more comprehensive learning in regard to the business of craft brewing.

Course Schedule about this content

Three courses are required to complete the certificate. If pursuing the certificate, all courses in the certificate program must be completed within three years. In addition, please note CEPE's Program Completion Policy.