Craft brewing, cider making and distilling

The craft drinks market is highly competitive. You will be up against big international brands as well as local competitors. It is important that your craft beer, cider or spirit stands out.

Ensure that a well-researched unique selling point is part of your business plan and marketing strategy. See how to start a craft brewery, cidery or distillery.

Channels to market

There are several ways you can sell your craft beer, cider or spirit product:

• directly to consumers - eg at a tap room or in your own restaurant or brewpub.
• online - sell directly to consumers through a website
• through retailers - sell your product to off-licences and supermarkets, who will in turn sell to consumers
• through hospitality businesses - sell to restaurants, pubs and hotels, who will then sell to consumers
• through a wholesaler - who will sell to retailers and hospitality businesses, who will then sell to consumers

There are pros and cons to each sales channel. Selling directly will result in the highest profit margins. Selling through a supermarket chain could help you sell a high volume. Working with acclaimed local restaurants can enhance your reputation. It is important that your business has the necessary skills to negotiate the sales process and work with the businesses you supply to.

Many local craft alcohol producers see great success by exporting their products and entering overseas markets.

You must meet your legal requirements and have the necessary licence to sell your craft beer, cider or spirits from your own premises, and in certain circumstances, from other licensed and unlicensed premises on an off-sales basis. Read about the rules for selling alcohol.

Promoting your product

As a luxury product, a strong brand is vital to promoting craft beer, cider and spirits. There are many marketing tactics you could consider:

• promoting craft alcohol products through advertising
• using content marketing and social media to communicate your brand to your target audience
• running, sponsoring and taking part in farmers' markets, fairs and tastings to raise your profile
• getting people to notice your brand through public relations (PR) activities, such as winning awards and new product launches

See more on branding for your business.

Food tourism

Craft alcohol products are an important part of Northern Ireland's food and drink tourism offering. There are plenty of food tourism opportunities for producers of craft beer, cider and spirits. For example, working with local restaurants and hotels or offering tours of your facilities.