Black Friday Sequence for Breweries Email Guide
Why Black Friday Sequence Emails Fail for Breweries (And How to Fix Them)
Your taproom is quiet. Your cold room is full.
Black Friday is looming, and you feel the pressure. Many breweries struggle to turn holiday buzz into actual sales.
They send one generic email and hope for the best, only to see their special offers get lost in the holiday noise. That's not a marketing problem.
That's a sequence problem. A strategic email sequence doesn't just announce a sale; it builds excitement, reminds customers, and creates urgency, ensuring your special offers capture attention and drive serious Black Friday traffic and sales.
The templates below are crafted to help your brewery cut through the clutter and make this your most profitable holiday season yet.
The Complete 5-Email Black Friday Sequence for Breweries
As a brewery, your clients trust your recommendations. This 5-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Early Bird
Tease the sale before it starts
Hi [First Name],
Your favorite season is almost here. No, not pumpkin spice.
The one where we treat you. We've been planning something big for Black Friday.
Something that will make your holiday season even better. Think exclusive access, limited releases, and deals you won't find anywhere else.
It's going to be our biggest offer yet. Keep an eye on your inbox.
We'll share the full details in just a few days. You won't want to miss this.
Best, [YOUR NAME]
This email uses the "open loop" psychological principle. By hinting at a future reward without revealing specifics, it creates curiosity and a desire for resolution, ensuring the recipient will anticipate and open subsequent emails. It also uses exclusivity by suggesting "exclusive access."
The Reveal
Announce the full Black Friday offer
Hi [First Name],
It's finally here. Our Black Friday sale has officially begun! We've curated some incredible deals just for you: • [OFFER 1], Stock up on your favorite IPA • [OFFER 2], Grab an unique gift for a beer lover • [OFFER 3], Experience our taproom with a special flight These offers are only available until [DATE] or while supplies last. Don't wait too long, the best deals go fast. [CTA: See all Black Friday deals →]
Best, [YOUR NAME]
This email uses the "scarcity" and "urgency" principles. By clearly stating the limited-time nature and potential for items to sell out, it prompts immediate action. The bulleted list makes the value proposition clear and easily digestible, reducing friction to purchase.
The Reminder
Midday reminder for those who missed it
Hi [First Name],
Just a quick tap on the shoulder. Our Black Friday deals are in full swing, and things are moving fast.
We've seen many of our popular [PRODUCT TYPE, e.g., gift packs, limited edition beers] already getting scooped up. If you've been thinking about grabbing that [SPECIFIC OFFER/ITEM], now is definitely the time.
Don't let these incredible savings pass you by. The sale ends tonight at midnight. [CTA: Shop Black Friday now →]
Best, [YOUR NAME]
This email uses "social proof" (items getting scooped up) and "loss aversion." People are more motivated to avoid losing something than to gain something of equal value. The reminder creates a fear of missing out (FOMO) and pushes hesitant buyers towards a decision.
The Extended
Weekend extension for hesitaters
Hi [First Name],
We heard you. The weekend flew by, and you might have missed out.
Good news: We're extending our Black Friday sale through Cyber Monday! You now have a second chance to grab those deals.
This is your final opportunity to enjoy [OFFER 1] and [OFFER 2] at special prices. Consider this your last weekend call to action.
The clock is ticking, and these offers truly disappear after Monday. [CTA: Extend your savings →]
Best, [YOUR NAME]
This email uses "reciprocity" by offering an extension, making the customer feel valued and more inclined to respond positively. It also reintroduces "urgency" with a new, clear deadline, appealing to those who needed more time or felt they missed out, giving them a psychological reset.
The Final Call
Cyber Monday last chance
Hi [First Name],
This is it. Your absolute final chance to take advantage of our Black Friday and Cyber Monday offers.
The clock is ticking down. At [TIME] tonight, all special pricing and limited releases will be gone.
Don't regret missing out on [BENEFIT 1, e.g., stocking your fridge] or [BENEFIT 2, e.g., finding the perfect gift]. This is your last opportunity to save big this holiday season.
Act now before it's too late. [CTA: Final call for savings →]
Best, [YOUR NAME]
This email maximizes "extreme urgency" and "loss aversion." The language ("absolute final chance," "don't regret missing out") creates intense psychological pressure to act immediately, capitalizing on the human tendency to avoid perceived losses.
4 Black Friday Sequence Mistakes Breweries Make
| Don't Do This | Do This Instead |
|---|---|
✕ Sending a single, generic "Black Friday Sale" email and hoping for the best. | Implement a multi-email sequence that builds anticipation, addresses different customer mindsets, and creates urgency over time. |
✕ Offering discounts that severely erode profit margins on your most popular core products. | Focus on value-added bundles, limited-edition releases, gift card bonuses, or experience-based offers like discounted tours or special tasting flights. |
✕ Forgetting about post-purchase engagement after the sale ends and customers have bought. | Follow up with thank-you emails, encourage reviews, and invite customers to join loyalty programs to build long-term relationships and future sales. |
✕ Not segmenting email lists for different customer types, sending the same message to everyone. | Tailor offers and messaging based on past purchase behavior or engagement (e.g., regulars, new visitors, online shoppers) to make deals feel more personal and relevant. |
Black Friday Sequence Timing Guide for Breweries
When you send matters as much as what you send.
The Early Bird
Tease the sale before it starts
The Reveal
Announce the full Black Friday offer
The Reminder
Midday reminder for those who missed it
The Extended
Weekend extension for hesitaters
The Final Call
Cyber Monday last chance
Start teasing early, peak on Friday, extend through Cyber Monday.
Customize Black Friday Sequence for Your Brewery Specialty
Adapt these templates for your specific industry.
Beginners
- Focus on introducing core beer styles and their characteristics with approachable language.
- Offer "starter packs" or mixed six-packs with simple tasting notes and food pairing suggestions.
- Highlight beginner-friendly taproom experiences like guided flights that explain different beer types.
Intermediate Practitioners
- Promote limited-release beers, seasonal brews, or special barrel-aged options with a bit more detail.
- Offer discounts on merchandise that shows a deeper appreciation for craft beer, like branded glassware or unique apparel.
- Invite them to exclusive pre-sales or early access events for new, slightly more complex releases.
Advanced Professionals
- Announce rare, cellar-aged beers or vertical tasting opportunities, emphasizing their unique qualities.
- Offer private tours with the head brewer or special tasting sessions of experimental batches and unique ingredients.
- Create exclusive "founder's club" or membership tiers with unique perks, access to special brews, and direct engagement with the brewing team.
Industry Specialists
- Provide detailed technical specs on new brews (hop varietals, yeast strains, grain bill, IBU, ABV) for the highly knowledgeable.
- Host "meet the brewer" events or Q&A sessions focused on brewing techniques, ingredient sourcing, and process innovations.
- Offer limited access to experimental batches for feedback or exclusive bottle shares of unique, small-batch creations.
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