{"id":2158,"date":"2014-09-22T07:00:58","date_gmt":"2014-09-22T07:00:58","guid":{"rendered":"http:\/\/www.theswitch.us\/blog\/?p=2158"},"modified":"2014-09-30T16:14:26","modified_gmt":"2014-09-30T16:14:26","slug":"make-most-of-beers-favorite-season","status":"publish","type":"post","link":"https:\/\/switch.us\/blog\/make-most-of-beers-favorite-season\/","title":{"rendered":"Making the Most of Beer’s Favorite Season"},"content":{"rendered":"
The time for Oktoberfest draws nigh, and with it comes flowing beer, hot pretzels and a thirsty crowd. Here’s how to make the most of your beverage brand’s autumn event marketing efforts.<\/address>\n

 <\/p>\n

Drinks, cocktails, punches, beers, wines and spirits all have character beyond the liquid and the vessel. Each of these intoxicating drinks has a little mind of its own \u2013 a voice that tells you where it most wants to be. Drinking these beverages is as much about occasion as it is about flavor. Whiskey whispers its desire to be cradled in a glass in front of a fire; White wine requests an early Summer picnic; and Gl\u00fcwein demands to be drunk outside, when you can see your breath forming a column into the sky.<\/p>\n

But of all these situations, all of these ideal scenarios, none feels as natural and obvious as beer\u2019s absolute bond with fall. When summer\u2019s heat breaks and the air takes on the snap of turning leaves, beer has never tasted better. And by pure chance, the Germans lucked into Oktoberfest. Originally a festival created to celebrate a royal marriage, Oktoberfest has evolved into the world\u2019s largest beer festival.<\/p>\n

Clearly, some things just come together perfectly. I recently relished the complementary pairing of cool weather and beer at Hop in the City, an event sponsored by a local brewery. During the festival, I mentally recorded a few tips on how to bring perfect synchronicity to your beverage brand\u2019s fall event marketing efforts.<\/p>\n

 <\/p>\n

\"schlafly-hop-in-the-city\"

Photo courtesy of @schlaflybeer [http:\/\/instagram.com\/schlaflybeer]<\/p><\/div>\n

1. Give them shelter<\/h1>\n

The saying goes, \u201cIf you build it, they will come.\u201d \u2013 but James Earl Jones left out the last bit: \u201cIf you don\u2019t build it, they will leave.\u201d While fall is known for pleasant, crisp lower temperatures, the weather is as unpredictable as, well, the weather. When you plan your event, pitch a tent to give people refuge from rain, sun, wind and the huge billboard from your competitor across the street.<\/p>\n

 <\/p>\n

\"give-them-glassware\"<\/a>

Photo courtesy of @riverfronttimes [http:\/\/instagram.com\/riverfronttimes]<\/p><\/div>\n

2. Give them glassware<\/h1>\n

\u00a0<\/b>One thing that we\u2019ve learned over the years is that it\u2019s very hard to drink beer directly from the fermenter. But don\u2019t worry, Thomas Jefferson invented the beer glass, and now we can drink like civilized aristocrats. Glassware also serves as a keepsake and branded gift and even cuts down on trash. We also suggest you keep a few brooms and dustpans handy because people love to drop these things.<\/p>\n

 <\/p>\n

\"Photo

Photo courtesy of @schlaflybeer [http:\/\/instagram.com\/schlaflybeer]<\/p><\/div>\n

3. Give them knowledge<\/h1>\n

An outdoor beer event is a great opportunity to educate customers on all of your product offerings. This kind of mass sampling is awesome for both the brewer and the drinker\u00a0\u2013 you all get to make nice-nice without any buyer\u2019s remorse. Provide your event attendees with interesting information on beer styles, unique seasonal offerings and tidbits of tradition.<\/p>\n

\"someone

Photo courtesy of @riverfronttimes [http:\/\/instagram.com\/riverfronttimes]<\/p><\/div>\n

4. Give them grubbage<\/h1>\n

Food and beer may pair well together, but they also have a direct commoditized relationship: more beer requires more food, and more food requires more beer. Plus, if you feed these folks, they won\u2019t need to leave your experience when the belly beast starts growling. Get involved with local restaurants and purveyors to provide food options that are on-brand, on-theme and worth the trouble. Food and beer are partners, so go out and find yourself one (or two, or three).<\/span><\/p>\n

 <\/p>\n

\"st

Berliner weisse, flavored with blackberry syrup.<\/p><\/div>\n

5. Give them options<\/h1>\n

I know there are options, plenty of beer styles and maybe even a cider or two. And that\u2019s great, it really is. But sometimes even your broad array has massive gaps in it that people fall through. What would a wine drinker order if they came to your event? How about a college kid who is still stuck on amaretto sours? Consider sour beers, beer cocktails, fruit ciders or even (gasp!) some non-alcoholic beverages to keep things going. These people likely are our rides home, so help them have a good time, too.<\/p>\n

 <\/p>\n

\"schlafly

Photo courtesy of @schlaflybeer [http:\/\/instagram.com\/schlaflybeer]<\/p><\/div>\n

6. Give them stuff to do<\/h1>\n

\u00a0<\/b>While most of us would be happy with good company and good brews, it can\u2019t hurt to entertain the masses a bit as well. Unlike myself, some folks aren\u2019t brilliant conversationalists and need something a little more active to occupy their minds. Music and games are pretty classic diversions, but don\u2019t stop there \u2013 you\u2019re smarter than that. No matter what you think up, be sure it\u2019s on-brand and conveys a tone that\u2019s congruent with your brand voice.<\/p>\n

 <\/p>\n

\"schlafly-give-them-moments\"

Photo courtesy of @schlaflybeer [http:\/\/instagram.com\/schlaflybeer]<\/p><\/div>\n

7. Give them moments<\/h1>\n

Surprise, delight, enrapture or otherwise captivate your attendees by providing the unexpected, unimaginable or flat-out ridiculous. Events are opportunities to showcase your product, but moreover they are also opportunities to show your personality. Troy (pictured above) can often be found pouring renegade beers from his Ghostbusters-style kegpack at events \u2013 ambushing hungry people in line for food, filling empty mugs so people don\u2019t have to miss that one song by that one band \u2013\u00a0it\u2019s all about personality.<\/p>\n

A lot of thought and planning goes into a successful event \u2013 even one that is centered on beer. The beverage\u2019s delicate craft is something to celebrate, no matter the size of the brand. As you welcome rosy-cheeked, scarf-swaddled visitors to your tent, block party or tasting room, remember to embrace the essence of Oktoberfest by keeping cups full, hearts warm and spirits bright.<\/p>\n

You can reach our unofficial Festmeister at JamesC@TheSwitch.us<\/a>. Prost!<\/p>\n","protected":false},"excerpt":{"rendered":"

The time for Oktoberfest draws nigh, and with it comes flowing beer, hot pretzels and a thirsty crowd. Here’s how to make the most of your autumn event.<\/p>\n","protected":false},"author":19,"featured_media":2184,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2,1,9,7],"tags":[],"class_list":["post-2158","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-featured","category-featured-home","category-how-to","category-meetings-and-events"],"yoast_head":"\nMaking the Most of Beer's Favorite Season - sw:tch blog<\/title>\n<meta name=\"description\" content=\"The time for Oktoberfest draws nigh, and with it comes flowing beer, hot pretzels and a thirsty crowd. 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