Downsell Sequence for Breweries Email Guide
Why Downsell Sequence Emails Fail for Breweries (And How to Fix Them)
A potential wholesale client just paused on that big order, saying "it's just too much right now." You feel the sale slipping away. It's a familiar sting.
You've poured passion into your brews, invested in your brand, and crafted compelling offers. Yet, sometimes, a client hesitates.
They love your product, but the scale, the price, or the commitment of your primary offering feels overwhelming. Many breweries find themselves in this exact position.
The instinct might be to move on, but that's leaving valuable revenue on the table. What if you could offer them a stepping stone, a smaller taste of what you provide, keeping them engaged and building a relationship that grows over time?
That's the power of a strategic downsell sequence. It's not about discounting your value, but about understanding where your customer is and meeting them there.
It's about converting interest into a tangible first step, ensuring that a "no" to your main pitch isn't a "no" forever. The templates below are designed to help you recover those almost-lost sales.
They're built to guide your hesitant leads toward a more accessible offer, turning potential clients into paying customers.
The Complete 3-Email Downsell Sequence for Breweries
As a brewery, your clients trust your recommendations. This 3-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Understanding
Acknowledge their decision and show empathy
Hi [First Name],
It sounds like our full [MAIN OFFER TYPE, e.g., wholesale package] might not be the right fit for your brewery's current needs, and I completely understand. Building a brewery takes careful planning, especially inventory commitments or big event budgets.
The last thing anyone wants is to overcommit. My goal is always to provide solutions that truly help breweries thrive, not add pressure.
Sometimes, the timing just isn't right for a larger investment. I wanted to reach out and assure you that there's no pressure from my end.
But if anything changes, or if you have questions about specific brews, I'm here.
Best, [YOUR NAME]
This email uses the principle of 'reciprocity' and 'empathy'. By acknowledging their decision without pushing, you build trust and reduce perceived sales pressure. It subtly positions you as a helpful partner, not just a seller, making them more open to future interactions.
The Alternative
Present the downsell as a perfect starting point
Hi [First Name],
Following up on our chat, I've been thinking about how we could still help you achieve [DESIRED OUTCOME, e.g., get your beer into new markets] without the larger commitment. Perhaps the full [MAIN OFFER TYPE] was a jump, but what if we started smaller?
Many breweries find that a focused approach can deliver immediate value. We offer a [DOWNSOLD PRODUCT/SERVICE, e.g., 'pilot keg program' or 'taproom optimization mini-audit'] designed specifically for breweries looking to [BENEFIT, e.g., test new distribution channels with minimal risk] or [BENEFIT, e.g., identify quick wins for their on-site sales].
It's a lower-commitment way to experience the quality of our [PRODUCT NAME] and see tangible results, without needing to dive headfirst into a larger project. Consider it a flexible entry point.
Does exploring a [DOWNSOLD PRODUCT/SERVICE] sound like a better fit for where you are right now?
Best, [YOUR NAME]
This email employs the 'foot-in-the-door' technique. By offering a smaller, more digestible commitment, you lower the barrier to entry. It reframes the initial 'no' not as a rejection of value, but as a need for a different entry point, increasing the likelihood of acceptance.
The Last Chance
Create final urgency for the downsell offer
Hi [First Name],
Just a quick note regarding our [DOWNSOLD PRODUCT/SERVICE, e.g., pilot keg program]. We've designed this specific [DOWNSOLD PRODUCT/SERVICE] to give breweries like yours a straightforward path to [IMMEDIATE BENEFIT, e.g., expanding tap handles] without a significant upfront investment or long-term contract.
This opportunity to [BENEFIT OF DOWNSOLD, e.g., get a trial order of our seasonal brew] at this accessible entry point closes on [DATE/TIME, e.g., Friday at 5 PM]. After that, we'll be focusing on our next production cycle.
If you're looking to make a measurable impact on your [AREA, e.g., distribution reach] or [AREA, e.g., taproom sales] soon, this is the perfect, low-risk way to begin. Don't miss out on taking that first step.
Best, [YOUR NAME]
This email utilizes the psychological principle of 'scarcity' and 'loss aversion'. By clearly stating a deadline and implying limited availability, it creates a sense of urgency. The fear of missing out on a beneficial, low-risk opportunity often motivates action more powerfully than the promise of gain alone.
4 Downsell Sequence Mistakes Breweries Make
| Don't Do This | Do This Instead |
|---|---|
✕ Only pursuing large, established distributors for wholesale orders, ignoring smaller, local opportunities. | Develop a tiered wholesale strategy that includes micro-distributors, local restaurants, and specialty shops for smaller, more frequent orders. |
✕ Failing to capture contact information from taproom visitors who enjoy a tasting but don't buy a full case. | Implement a simple email signup at the bar for a 'Brewery Insider' newsletter, offering exclusive access to new releases or event pre-sales. |
✕ Assuming a 'no' to a major event booking means a complete loss of the lead. | Always have a smaller, pre-packaged event option ready, like a 'tasting station rental' or 'mini-keg delivery', to offer as a downsell. |
✕ Not tracking which marketing channels bring in the most engaged leads, leading to wasted ad spend. | Use basic CRM or email marketing tags to segment leads based on their origin, allowing for more targeted follow-ups and [PRODUCT NAME] offers. |
Downsell Sequence Timing Guide for Breweries
When you send matters as much as what you send.
The Understanding
Acknowledge their decision and show empathy
The Alternative
Present the downsell as a perfect starting point
The Last Chance
Create final urgency for the downsell offer
Send within 24-48 hours after the main offer closes.
Customize Downsell Sequence for Your Brewery Specialty
Adapt these templates for your specific industry.
Beginners
- Focus on perfecting 2-3 core beers before expanding your lineup.
- Build strong relationships with local bars and restaurants for initial distribution.
- Use a simple spreadsheet or free CRM to track customer interactions and initial [PRODUCT NAME] interest.
Intermediate Practitioners
- Improve your production schedule to reduce waste and increase efficiency.
- Develop an effective email marketing strategy to nurture leads and announce new releases.
- Explore regional distribution partnerships and smaller, targeted festival appearances to grow your brand.
Advanced Professionals
- Implement advanced data analytics to understand market trends and consumer preferences for new product development.
- Cultivate strategic partnerships with complementary brands (e.g., local food producers) for cross-promotional events.
- Utilize sophisticated CRM systems to segment customers for highly personalized downsell and upsell campaigns involving [PRODUCT NAME].
Industry Specialists
- Engage deeply with your niche community through dedicated online forums and events.
- Create unique, limited-edition brews that cater specifically to your specialized audience's tastes.
- Focus on storytelling around your unique brewing process or ingredients to build a cult following and drive interest in smaller, exclusive [PRODUCT NAME] offerings.
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