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Profile: Marketing the Aussie beer experience

Bright Brewery-smallerThe third in my series of posts profiling small tourism operators looks at Bright Brewery in Victoria’s High Country.

The brewery uses fresh mountain water, local ingredients and craft brewing techniques to produce a range of beers. As well as being open every day for drinks and meals, and offering tasting tours, the iconic experience is the Brewer for a Day event.

While their key target markets are within Australia, Bright Brewery’s Fiona Reddaway believes this energetic experience is substantial enough to attract overseas visitors in its own right.

“We’re talking with Tourism Victoria about the most suitable markets, and the ways to reach these markets,” she told me.

One vital strategy has been to create packages and full experiences. For example, the Brewery has been working with other microbreweries and local tourism authorities in North East Victoria to create Victoria’s High Country Beer Trail – an initiative that packages the diverse beer experiences of this cluster of microbreweries set in stunning locations.

Bright Brewery’s local packages include accommodation and have been publicised in the print media through North East Victoria Tourism Inc. (NEVTi), which has promoted Brewer for a Day at Bright Brewery as one of the top five High Country experiences.

“We are working with organisations like NEVTi to promote the Brewery Trail as well as Brewer for a Day to international visitors, and to tap into Tourism Victoria programs currently targeting the international market,” said Fiona.

The overseas market for Bright Brewery is interesting – committed beer lovers from Europe, Japan and New Zealand who are predominantly male and in their 30s-50s.

Publicity has helped get the word out and is highly valued by the team, with a segment on Getaway that was aired around the world driving more traffic to the Bright Brewery website. The bulk of bookings for the Brewer for a Day experience have come through email marketing to the Brew Crew subscribers, with some arriving via online search.

The Bright Brewery website works well – it’s easy to see what experiences are available, how to book them, and how to subscribe to the Brew Crew newsletter.

So the core overseas marketing strategies chosen by Bright Brewery are:

  • Work with regional and state tourism organisations to glean advice and tap into promotional programs.
  • Work collaboratively with other operators to create full experiences and packages.
  • Pursue publicity through print and broadcast media.
  • Market online to an opt-in email list and funnel site visitors into bookings.
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