Upsell Sequence for Breweries Email Guide
Why Upsell Sequence Emails Fail for Breweries (And How to Fix Them)
Your taproom is buzzing, the lines are long, but are your customers leaving money on the table without a deeper connection to your brand? Many breweries focus intensely on crafting exceptional beer, often overlooking the immense potential in nurturing existing customer relationships beyond the initial pour.
You've probably noticed that a single purchase doesn't always translate into a lasting bond. An effective upsell sequence isn't about pushing more product; it's about enhancing the customer experience, offering more value, and transforming casual drinkers into dedicated advocates.
It ensures your most engaged customers discover the full breadth of what your brewery offers, from exclusive releases to unique events. The templates below are designed to guide your customers from a simple purchase to a deeper, more valuable engagement with your brewery, without sounding pushy or desperate.
The Complete 3-Email Upsell 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 Congrats
Celebrate their purchase and validate their decision
Hi [First Name],
That fresh pint you just enjoyed, or that six-pack you took home, is more than just a beverage; it's a testament to your excellent taste. We're thrilled you chose to experience what we pour our passion into every day.
We believe every brew tells a story, and we're honored you're now a part of ours. Your support allows us to continue experimenting, innovating, and bringing you the unique flavors you love.
We're always looking for ways to deepen your connection to our craft. Keep an eye out for special insights and opportunities we reserve for our most valued patrons.
Cheers to good beer and great company.
Best, [YOUR NAME]
This email uses the principle of validation and positive reinforcement. By celebrating their purchase, you make the customer feel good about their decision, reducing buyer's remorse and opening them to future engagement. It subtly foreshadows more value, creating an 'open loop' for the next communication.
The Upgrade
Introduce the enhanced version or add-on
Hi [First Name],
You appreciate quality craft beer, and we love sharing our passion with you. But what if you could dive deeper into the world of our brewing, getting first access to special releases and exclusive experiences?
Many of our dedicated patrons seek more than just a great drink; they want to be part of the journey, to understand the nuanced flavors before anyone else. That's why we created [PRODUCT NAME]. [PRODUCT NAME] isn't just a membership; it's your all-access pass to our inner circle.
Imagine tasting new experimental brews before they hit the taproom, or receiving curated boxes of our finest selections delivered right to your door. It's the ultimate way to improve your brewery experience.
Discover how you can become an insider today.
Best, [YOUR NAME]
This email employs social proof (implied exclusivity) and perceived value. By mentioning 'many of our dedicated patrons' and framing the upsell as an 'all-access pass' to an 'inner circle,' it taps into the desire for belonging and status. It highlights the unique benefits of the upsell, positioning it as an enhancement rather than just another purchase.
The Limited Time
Create urgency for the upsell offer
Hi [First Name],
The opportunity to join our [PRODUCT NAME] is drawing to a close. We wanted to remind you about the unique benefits you could be missing out on.
This isn't just about getting more beer; it's about being first in line for our limited-edition releases, gaining access to private tasting events, and deepening your appreciation for the craft you love. This special enrollment window allows us to ensure a truly exclusive experience for our members.
Imagine sharing stories with our brewers, learning about the process firsthand, and being the first to sip a new creation. These are the moments that truly define what it means to be part of our brewing family.
The doors close on [DATE]. Don't let this chance to improve your brewery journey pass you by.
Best, [YOUR NAME]
This email uses urgency and loss aversion. By clearly stating the limited-time nature of the offer and emphasizing what they stand to lose by not acting (exclusive access, unique experiences), it creates psychological pressure to make a decision. The focus shifts from what they gain to what they might miss, which is often a stronger motivator.
4 Upsell Sequence Mistakes Breweries Make
| Don't Do This | Do This Instead |
|---|---|
✕ Expecting customers to spontaneously discover all your offerings. | Create clear pathways and prompts, like a 'Recommended Pairings' section or a 'Discover More' flyer at the counter. |
✕ Only promoting new beers without highlighting complementary products or experiences. | Actively suggest merchandise, gift cards, brewery tours, or special events that enhance their initial purchase. |
✕ Not collecting customer contact information after an initial purchase. | Implement a simple loyalty program or email signup at the point of sale to build a direct communication channel. |
✕ Treating all customers the same, regardless of their purchase history or interests. | Pay attention to what customers buy and offer personalized suggestions for related products or higher-tier memberships. |
Upsell Sequence Timing Guide for Breweries
When you send matters as much as what you send.
The Congrats
Celebrate their purchase and validate their decision
The Upgrade
Introduce the enhanced version or add-on
The Limited Time
Create urgency for the upsell offer
Timing is critical. Send within days of the initial purchase.
Customize Upsell Sequence for Your Brewery Specialty
Adapt these templates for your specific industry.
Beginners
- Offer a simple 'Sampler Flight' upgrade at the taproom counter.
- Suggest a brewery tour add-on for first-time visitors.
- Provide a small discount on a branded glass with their first growler fill.
Intermediate Practitioners
- Introduce a 'Beer of the Month' club with a clear value proposition.
- Promote exclusive access to a limited release for a small upgrade fee.
- Host a 'Meet the Brewer' event with early bird ticket sales for current customers.
Advanced Professionals
- Develop a tiered membership program (e.g., Bronze, Silver, Gold) with increasing benefits.
- Offer a 'Cellar Reserve' club for access to rare, aged, or experimental brews.
- Provide personalized recommendations based on their detailed purchase history and taste preferences.
Industry Specialists
- Curate special 'collaboration brew' packages with other local businesses.
- Offer a 'Homebrewer's Starter Kit' featuring your hops and yeast strains.
- Host advanced tasting workshops or educational seminars on brewing techniques for a premium.
Ready to Save Hours?
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