Beyond the Drinker: Who Really Decides Brewery Sales

Brewery growth strategy, beer branding, and marketing to gatekeepers are at the heart of this bonus episode of Branding for Breweries, as Tim Weaver shares his On a Plate Growth presentation.

Most breweries obsess over drinkers. But here’s the truth: drinkers don’t always decide whether your beer gets poured, stocked, or sold.

In this bonus episode of Branding for Breweries, host Tim Weaver (The Brand Weaver) shares a live presentation delivered to the On a Plate Growth community. Because this was a community event, you’ll also hear contributions and questions from attendees throughout the session.

You’ll learn:

✅ Why gatekeepers like buyers, distributors, and staff hold the real power
✅ How to focus your branding and messaging on the right people
✅ The Pick a lane Principle: 1 goal, 1 audience, total focus
✅ Real-world examples of breweries who grew sales by targeting gatekeepers

This is a must-watch for indie breweries looking to move beyond scattergun marketing and start building real traction.

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