Pre-launch Sequence for Breweries Email Guide
Why Pre-launch Sequence Emails Fail for Breweries (And How to Fix Them)
Your new seasonal brew is ready, but your taproom feels... Quiet.
You've poured countless hours into perfecting the recipe, the ingredients are top-notch, and the flavor profile is exactly what you envisioned. Yet, many breweries announce a new release with a single social media post, hoping it will magically create a line out the door.
This often leads to a lukewarm reception, missing the opportunity to turn a great beer into a major event. A strategic pre-launch sequence changes this.
It's about more than just telling people; it's about telling them a story, creating a journey, and making them feel like insiders. It builds a crescendo of excitement, ensuring your launch day is not just an announcement, but a celebration.
These templates are designed to guide your audience from mild interest to eager anticipation, setting the stage for a truly successful release.
The Complete 4-Email Pre-launch 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 Announcement
Tease that something is coming
Hi [First Name],
Something special is fermenting in our tanks. For months, we've been experimenting, refining, and perfecting a new creation.
It started as a bold idea: what if we could capture the essence of [SEASON/LOCAL INGREDIENT] in a glass? Not just another variation of a classic.
Not a fleeting experiment. The real deal.
A flavor profile we've dreamed of, crafted with passion and precision. It's almost ready.
Next [DAY OF WEEK], we're pulling the first pints of [YOUR NEW BEER/PRODUCT] for a select group of people who appreciate truly unique brews. We'll share the full details soon, but we wanted you to be among the first to know.
Stay tuned for more.
Best, [YOUR NAME]
This email uses the scarcity principle by hinting at a 'select group' and the curiosity gap by not fully revealing the product. It positions the brewery as a master craftsperson, building intrinsic value around the new offering before any details are given.
The Problem
Agitate the core problem your offer solves
Hi [First Name],
Every brewer knows the feeling: the late nights, the endless adjustments, the doubt that creeps in. Creating something truly original isn't just about ingredients; it's about a vision.
We've always aimed to push boundaries, to offer flavors that surprise and delight, not just satisfy. But sometimes, the biggest challenge isn't brewing the beer itself.
It's ensuring that unique story, that dedication, truly connects with you. We've heard from many of you who seek more than just a drink; you seek an experience, a connection to the craft.
That desire fueled our latest project. Tomorrow, we'll begin to reveal how we're addressing that very desire with [YOUR NEW BEER/PRODUCT].
Get ready for a story you won't want to miss.
Best, [YOUR NAME]
This email builds empathy by sharing the 'struggle' of creation, making the brewery relatable. It agitates the problem of wanting more than just a beer, tapping into the audience's underlying desires for quality and story, thereby improving the perceived value of the upcoming solution.
The Solution Tease
Hint at the solution without revealing details
Hi [First Name],
Remember when we mentioned something truly special was brewing? For [YOUR NEW BEER/PRODUCT], we focused on bringing together [INGREDIENT 1] and [INGREDIENT 2] in a way that creates a [ADJECTIVE] yet [ADJECTIVE] flavor profile.
We spent weeks perfecting the balance, ensuring every sip tells a story. Our goal was to create a beer that isn't just refreshing, but memorable.
Something that sparks conversation and invites exploration. We believe we've found it.
This isn't just about a new release; it's about a new experience designed for those who appreciate the art of brewing. We'll be sharing the full details, including tasting notes and availability, very soon.
Prepare your palate.
Best, [YOUR NAME]
This email uses sensory language and hints at specific details (ingredients, flavor notes) to activate the reader's imagination and taste buds. It creates a strong desire for the solution by painting a vivid picture of the experience, without giving away all the crucial details, thus maintaining anticipation.
The Countdown
Build final anticipation with a launch countdown
Hi [First Name],
The moment you've been waiting for is almost here. In just [NUMBER] days, [YOUR NEW BEER/PRODUCT] will officially be available.
We've poured our heart and soul into this brew, and we can't wait for you to experience it. It's a [STYLE OF BEER] with notes of [FLAVOR 1] and [FLAVOR 2], offering a [MOUTHFEEL] finish that we know you'll appreciate.
Perfect for [OCCASION]. Join us on [LAUNCH DAY] at [TIME] for the first pours.
We'll have [SPECIAL OFFER/EVENT DETAIL] to celebrate this special release. Mark your calendars.
This is one you won't want to miss.
Best, [YOUR NAME]
This email uses the principle of urgency and scarcity with a clear countdown. It provides concrete details about the product and the launch event, giving the audience a clear call to action (mark calendars, show up) by appealing to the fear of missing out (FOMO).
4 Pre-launch Sequence Mistakes Breweries Make
| Don't Do This | Do This Instead |
|---|---|
✕ Announcing a new beer with only a single social media post on launch day. | Implement a multi-stage pre-launch sequence across email and social channels to build sustained excitement. |
✕ Focusing solely on technical brewing details in pre-launch communication. | Weave in the story, inspiration, and the *experience* the beer offers, making it relatable to the consumer. |
✕ Not creating an exclusive feeling around a new release. | Offer early access, special tastings, or insider updates to a segmented list, making them feel valued. |
✕ Failing to educate the audience on why a new beer is unique or different from existing offerings. | Highlight specific ingredients, brewing techniques, or flavor profiles that set the new product apart, building perceived value. |
Pre-launch Sequence Timing Guide for Breweries
When you send matters as much as what you send.
The Announcement
Tease that something is coming
The Problem
Agitate the core problem your offer solves
The Solution Tease
Hint at the solution without revealing details
The Countdown
Build final anticipation with a launch countdown
Send during the 1-2 weeks before your cart opens.
Customize Pre-launch Sequence for Your Brewery Specialty
Adapt these templates for your specific industry.
Beginners
- Start with a simple 2-email sequence (Announcement, Countdown) for your first new release to build comfort.
- Focus on clear, straightforward language that explains the 'what' and 'when' without overwhelming detail.
- Use your personal story as a brewer to connect with your audience.
Intermediate Practitioners
- Expand to a 3-4 email sequence, adding a 'Problem' or 'Solution Tease' email to build deeper engagement.
- Segment your email list based on past purchases or engagement to tailor messages.
- Incorporate a simple survey or poll in an early email to gauge interest and inform later content.
Advanced Professionals
- Implement a full 4+ email sequence, integrating CRM data to personalize content based on individual preferences.
- Create exclusive pre-launch events or private tastings for your most loyal patrons.
- Develop tiered anticipation, offering different levels of 'insider' access or early bird specials.
Industry Specialists
- Craft highly detailed emails that speak to specific technical aspects or unique ingredient sourcing for connoisseurs.
- Partner with local food artisans or complementary businesses for cross-promotional pre-launch events.
- Use advanced email automation to trigger specific messages based on engagement with previous pre-launch emails.
Ready to Save Hours?
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