Craft beer is booming, and your brewery is probably brewing some amazing ales, right?
But here’s the thing: your IPA might taste like liquid paradise, but if your beer description reads like a chemistry textbook, your customers could fall into a coma before they hit the “add to trolley” button,
So, if you want to increase craft beer sales, you’ve got to go further than just listing ingredients. You’ve got to make them sound so delicious they’re drooling all over their keyboard.
Why your beer descriptions matter more than you think
People aren’t just buying your beer for its ABV and IBUs.
They want an experience, a story, a sense of adventure with every sip. But if you can’t deliver that in your beer description, they will scroll past yours in favour of something that sounds like wizards brew it.
A solid description does more than list the hops you used—it gives people a taste of what’s to come (pun intended) and can even make people want to visit your brewery in person.
It’s an essential part of your craft brewery marketing and is a massive factor in driving beer sales.
How do I write beer descriptions that attract customers to buy?
How often have you gone to a restaurant because you read something that made you really want to try a dish?
The same goes for beer.
One. Make it a full body experience
Sure, “hoppy with notes of citrus” sounds nice.
But you should be saying that it’s “like biting into a juicy grapefruit in the middle of a pine forest bathed in summer sunshine.”
Suddenly, they’re not just getting a taste, they’re getting a whole experience.
If your beer’s vibe fun, don’t be afraid to get cheeky or playful with your descriptions. Something like, “Brewed for those who believe the best things in life come in small sips, this pale ale is your go-to for lakeside lounging and backyard BBQs.”
And if you’ve got a limited edition, weird experimental beer?
Lean into it!
“Warning: This sour isn’t for the faint of heart. Proceed with caution—and maybe a slice of cheesecake.”
Or go all in on humour and imagery: “Tastes utterly delicious, like sweet lemon and honey poured through a rainbow. It absolutely doesn’t taste like the sweat that forms in the crack of your neighbour’s arse.”
That last one might increase craft beer sales if you have a very strange clientele.
But hey, maybe you do?
Two. Add a little FOMO
Beer descriptions should create a little FOMO.
Phrases like “only available at our on-site brewery (or official website)” or “limited-release, grab it before it’s gone” spark urgency and excitement. It makes people want to drive over or add it to their basket before it runs dry.
It’s a subtle way of getting them to engage with your beer.
Three. Highlight pairing suggestions
An underused gem?
Pairing ideas.
Tell your customers what they should be eating and doing while drinking your beer. For instance, “Perfect with spicy chilli crisps and a sunset view” gives people a whole experience to latch onto, not just a drink.
Your brewery can increase craft beer sales by adding pairing suggestions to your product descriptions, especially if you offer those snacks as an extra.
Make your copy just as fun everywhere else
Once you’ve mastered the art of fun, engaging beer descriptions, don’t stop there!
The tone and style of your beer descriptions should be consistent everywhere, from your website, social media posts and ads to your emails, newsletters and on-site menu.
When customers read your label in the store, visit your website or come across your social media accounts, they should get the same experience.
Consistency breeds recognition and recognition breeds trust—and trust, my friend, breeds sales.
Woop!
To learn more, check out my post, Creative copywriting for microbreweries: How to make your brewery stand out.
How can I boost engagement on social media?
One idea for social media is to ask your audience to guess the newest beer flavour from just a description or run a contest to see who can come up with the funniest beer pairing.
Engage your audience by creating interactive content, and not only will you get their attention, but that attention will also help you increase craft beer sales!
Words can get people tasting!
Your beer writing doesn’t just describe your beer; it sells it.
It can be the difference between a scroll past and a sale.
Your beer descriptions should be vivid, engaging and full of personality so people not only want to buy your beer but also feel like they need to. Whether it’s pulling people into your brewery for a small-batch release or getting them to add a hoppy bastard to their basket, the copy has the power to turn casual browsers into dedicated drinkers.
Need help writing your craft beer copy?
So, how are your beer descriptions shaping up?
If they could use a little extra fizz, it’s time to shake things up and start writing beer descriptions that make people thirsty—literally and figuratively.
If you need help, work with a craft beer copywriter, like me!
Let’s chat to see how I can make your range of alcohol and zero-alcohol beers fly off the shelves!
Until next time
Matt