Cross-sell Sequence for Breweries Email Guide
Why Cross-sell Sequence Emails Fail for Breweries (And How to Fix Them)
Your latest seasonal release just sold out faster than expected. The taproom was buzzing, and your reputation soared.
But now the crowd has thinned, and you're wondering how to keep that momentum going. It’s a common observation among thriving breweries: a single successful product or event, while fantastic, doesn't automatically guarantee sustained growth.
The real magic happens when you turn those one-off successes into consistent customer engagement and repeat purchases. That's where a strategic cross-sell sequence comes in.
It's about nurturing relationships, anticipating needs, and gently guiding your patrons toward your other fantastic offerings, whether it's merchandise, a brewery tour, or a subscription club. The email templates below are designed to help you do exactly that.
They're built to deepen your connection with your customers and naturally introduce them to more of what you offer.
The Complete 4-Email Cross-sell Sequence for Breweries
As a brewery, your clients trust your recommendations. This 4-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Success Check-in
Celebrate their recent win and deepen the relationship
Hi [First Name],
Your recent [Seasonal Ale Name] release was a triumph. We saw the buzz, heard the great feedback, and it’s clear your team put something truly special into that brew.
It's always rewarding to see a passion project resonate so strongly with your customers. Those moments of shared enjoyment are what make the craft brewing community so vibrant.
We love seeing breweries like yours hit these milestones. It’s a testament to your dedication to quality and your unique vision.
We're always looking for ways to support that momentum, and we wanted to check in and see how things are going on your end after such a successful run.
Best, [YOUR NAME]
This email uses the psychological principle of reciprocity and social proof. By celebrating their success, you build goodwill and strengthen the relationship. It positions you as a genuine supporter, making them more receptive to future communications. It's not selling; it's connecting.
The Gap Reveal
Identify a related challenge they might be facing
Hi [First Name],
That recent success with your [Seasonal Ale Name] was fantastic. You captured attention, brought new faces into the taproom, and solidified your brand's appeal.
But once the initial hype fades, many breweries face the challenge of keeping those new customers engaged. How do you turn an one-time visitor into a regular, or someone who bought a single beer into a loyal advocate for your entire lineup?
It’s a different kind of challenge, isn't it? Moving from capturing attention to cultivating lasting relationships requires a focused approach beyond just brewing excellent beer.
It’s about creating consistent reasons for them to return, explore, and become deeply invested in your brewery's story and offerings.
Best, [YOUR NAME]
This email uses the 'problem-solution' framework. It validates their recent success while gently introducing a common, related challenge they are likely experiencing. This creates a cognitive gap, acknowledging a desired state (consistent buzz) versus a current reality (hype fades), making them receptive to a solution.
The Solution Bridge
Introduce your complementary service as the natural next step
Hi [First Name],
We talked about the challenge of turning that initial excitement into ongoing customer loyalty. It’s about more than just great beer; it’s about a great experience and a reason to keep coming back.
That's where our [PRODUCT NAME] solution comes into play. It’s designed specifically for breweries looking to cultivate stronger, more consistent relationships with their patrons.
Imagine easily setting up a loyalty program that rewards every visit, or easily promoting your upcoming events directly to your most engaged customers. [PRODUCT NAME] helps you do just that, without adding more to your already busy schedule. It provides the tools to keep your brand top-of-mind, encourage repeat visits, and introduce your customers to your full range of beers and merchandise, all with minimal effort on your part.
Best, [YOUR NAME]
This email acts as 'The Solution Bridge,' directly linking the previously identified problem to your offering. It uses benefit-driven language, painting a picture of an easier, more effective future. By focusing on 'minimal effort,' it addresses a common objection for busy brewery owners: lack of time.
The Easy Yes
Make it simple to say yes with a clear next action
Hi [First Name],
You've mastered the art of brewing exceptional beer, and your recent successes prove it. Now, let’s focus on ensuring that success translates into lasting customer loyalty and consistent growth.
We believe [PRODUCT NAME] can be a valuable tool in that mission. It’s built to help breweries like yours deepen customer relationships and expand their reach without overwhelming your team.
Instead of a long sales pitch, we'd simply like to offer a brief, no-obligation conversation. We can discuss your current customer engagement strategies and explore how [PRODUCT NAME] might fit into your unique needs.
Think of it as a friendly chat over a pint, where we can share insights and answer any questions you might have about making your customer relationships even stronger. Reply to this email with a time that works for you, or click here to view our availability: [LINK TO SCHEDULING TOOL]
Best, [YOUR NAME]
This email employs the 'easy yes' strategy, reducing friction for the next step. It re-emphasizes the core benefit (lasting loyalty, consistent growth) and frames the call as a low-commitment, helpful conversation rather than a hard sell. Providing a direct scheduling link or reply option simplifies the decision-making process.
4 Cross-sell Sequence Mistakes Breweries Make
| Don't Do This | Do This Instead |
|---|---|
✕ Relying solely on seasonal releases to drive traffic, leading to inconsistent visitor numbers. | Develop a year-round calendar of diverse events, from trivia nights to food pairings, to maintain a steady flow of customers. |
✕ Not actively capturing customer contact information beyond transactional data. | Implement a simple email sign-up at the taproom or offer a small incentive for joining your mailing list to build a direct communication channel. |
✕ Failing to promote merchandise or other offerings to existing taproom visitors. | Strategically place merchandise displays, use table talkers to highlight unique items, and train staff to gently suggest complementary products. |
✕ Treating all customers the same, regardless of their visit frequency or purchase history. | Segment your customer list based on engagement levels and tailor communications and offers to their specific interests and loyalty. |
Cross-sell Sequence Timing Guide for Breweries
When you send matters as much as what you send.
The Success Check-in
Celebrate their recent win and deepen the relationship
The Gap Reveal
Identify a related challenge they might be facing
The Solution Bridge
Introduce your complementary service as the natural next step
The Easy Yes
Make it simple to say yes with a clear next action
Send after a successful project completion or milestone achievement.
Customize Cross-sell Sequence for Your Brewery Specialty
Adapt these templates for your specific industry.
Beginners
- Focus on building a basic email list from taproom visitors and social media followers.
- Start with simple cross-sells like promoting your core beer lineup or branded glassware.
- Utilize local partnerships (food trucks, artists) to offer joint promotions and expand your audience.
Intermediate Practitioners
- Implement a tiered loyalty program that rewards repeat visits and higher spending.
- Promote brewery tours or tasting events as an upsell to enhance the customer experience.
- Use your CRM to segment customers and personalize email offers based on their past purchases.
Advanced Professionals
- Develop exclusive 'founder's club' or subscription box programs for your most loyal patrons.
- Analyze customer data to predict demand for specific beer styles and merchandise, informing your cross-sell campaigns.
- Integrate your cross-sell strategy with your wider distribution network, offering specific promotions to retail partners.
Industry Specialists
- Target specific craft beer enthusiasts with highly curated, limited-release cross-sell opportunities.
- Collaborate with other craft beverage producers for unique cross-promotional bundles.
- Use data from your online store to suggest complementary merchandise or cellar-aged beers to collectors.
Ready to Save Hours?
You now have everything: 4 complete email templates, the psychology behind each one, when to send them, common mistakes to avoid, and how to customize for your niche. Writing this from scratch would take you 4-6 hours. Or...
Get Your Breweries Emails Written In Under 5 Minutes.
You've got the blueprints. Now get them built. Answer a few questions about your breweries offer and get all 7 emails written for you. Your voice. Your offer. Ready to send.
Stop guessing what to write. These are the emails that sell breweries offers.
One-time payment. No subscription. Credits valid 12 months.