Referral Sequence for Breweries Email Guide
Why Referral Sequence Emails Fail for Breweries (And How to Fix Them)
Your best regulars love your brew. They tell their friends at the bar, 'You *have* to try the [Seasonal IPA].' But how many of those friends actually show up?
Many breweries find growth stalls when they only rely on paid advertising or hoping for word-of-mouth to organically spread. A structured referral sequence transforms those casual recommendations into consistent new business.
It channels the authentic enthusiasm of your loyal customers, making it easy for them to become active brand ambassadors. These templates are designed to help you tap into that existing loyalty, guiding your customers to share their love for your brewery and bring new faces through your doors.
The Complete 3-Email Referral 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 Thank You
Express genuine gratitude for their trust
Hi [First Name],
It means a lot to us that you choose to spend your time, and your hard-earned cash, on our beers and our taproom experience. We know you have endless options for a great pint, and every time you pick us, it’s a genuine compliment.
Your loyalty is the cornerstone of what we do. It’s what keeps the tanks brewing and the good times flowing.
We’re always striving to create the best possible beers and atmosphere, and your continued support makes that possible. Thank you for being a part of our story.
Best, [YOUR NAME]
This email uses the principle of reciprocity and appreciation. By genuinely thanking customers without asking for anything, you strengthen their emotional connection to your brand. This builds goodwill, making them more receptive to future requests and more likely to become advocates.
The Ask
Request referrals with a clear, easy process
Hi [First Name],
Remember that time you discovered your new favorite brew here? Or maybe that perfect evening with friends in our taproom?
We believe great experiences, like great beer, are meant to be shared. That's why we're reaching out to our most valued customers like you.
If you know someone who appreciates quality craft beer, a vibrant atmosphere, or just a truly good time, we'd be honored if you'd introduce them to us. Sharing is simple: just mention our name, or even better, bring them along on your next visit.
Your recommendation carries more weight than any advertisement ever could. It helps us grow our community organically, one genuine connection at a time.
Best, [YOUR NAME]
This email uses social proof and the desire for belonging. By framing the ask as sharing a good experience with friends, it taps into the customer's social identity. It also subtly flatters them, acknowledging their influence and taste, making them feel good about referring others.
The Incentive
Offer a reward or benefit for successful referrals
Hi [First Name],
We're incredibly grateful for your loyalty and for sharing your love for our brewery. To show our appreciation, we've brewed up a little something special for you and your friends.
When you refer a new customer to us, and they make their first purchase, you'll both receive a reward. Your friend gets a complimentary [ITEM, e.g., flight of tasters or a discount on their first growler fill], and as a thank you, you'll get [ITEM, e.g., a free pint on your next visit or a special merchandise discount].
It’s our way of saying cheers to you for helping our community grow. Simply have your friend mention your name when they visit, or use [UNIQUE CODE/LINK] if referring online.
Help us spread the word and enjoy some extra perks along the way. We can’t wait to welcome your friends into our taproom!
Best, [YOUR NAME]
This email employs extrinsic motivation and the principle of 'give and take.' By offering a clear, tangible reward to both the referrer and the referred, it reduces the barrier to action. The dual incentive makes it a win-win, encouraging customers to act on their existing goodwill and providing a strong reason for new customers to visit.
4 Referral Sequence Mistakes Breweries Make
| Don't Do This | Do This Instead |
|---|---|
✕ Relying solely on seasonal releases to generate buzz for your brewery | Develop year-round marketing efforts that build consistent brand loyalty, complementing seasonal excitement with a steady stream of engagement. |
✕ Overlooking the value of positive customer reviews and testimonials in attracting new patrons | Actively solicit and showcase customer feedback, using it as authentic social proof to attract new patrons to your taproom. |
✕ Making the referral process complicated or unclear for customers to participate in | Design a simple, straightforward referral system that customers can easily understand and participate in, both in-person and digitally. |
✕ Failing to acknowledge or reward customers who bring in new business to your brewery | Implement a clear and appealing incentive program that celebrates and compensates loyal customers for their advocacy and referrals. |
Referral Sequence Timing Guide for Breweries
When you send matters as much as what you send.
The Thank You
Express genuine gratitude for their trust
The Ask
Request referrals with a clear, easy process
The Incentive
Offer a reward or benefit for successful referrals
Send after a positive outcome, testimonial, or successful project.
Customize Referral Sequence for Your Brewery Specialty
Adapt these templates for your specific industry.
Beginners
- Start by identifying your most passionate early adopters and personally ask them for referrals, explaining the value of their word-of-mouth.
- Create a simple, handwritten 'thank you' note for referrers, making the appreciation feel personal and genuine.
- Focus on a single, easy-to-track referral method initially, like a specific mention at the bar, before scaling up.
Intermediate Practitioners
- Integrate a referral prompt into your existing email newsletters or loyalty program communications.
- Offer a tiered incentive system where referrers gain greater rewards for multiple successful referrals.
- Train your taproom staff to identify and gently encourage referrals from repeat customers during their visits.
Advanced Professionals
- Implement a dedicated online referral portal or app integration that tracks referrals and rewards automatically.
- Host 'refer-a-friend' events or exclusive tastings where referrers and their new friends get a VIP experience.
- Analyze referral data to understand which customer segments are most effective at referring and tailor future campaigns accordingly.
Industry Specialists
- Target your referral requests to customers who are deeply embedded in the specific niche community (e.g., sour beer enthusiasts, homebrew clubs).
- Offer niche-specific incentives, like access to limited-release brews or exclusive merchandise related to their specialty.
- Collaborate with complementary local businesses within your niche to cross-promote and generate highly targeted referrals.
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