How Far in Advance Should Your Brewery Announce an Event?
Running a successful brewery isn’t just about crafting exceptional beers—it’s also about creating memorable experiences. Whether it’s a live music night, a seasonal beer launch, or a community trivia event, timing is crucial when it comes to announcing your brewery events. So, how far in advance should you let your audience know? Let’s break it down using industry best practices.
For Unticketed Events: Announce 5 Weeks in Advance
Unticketed events like happy hours, live music nights, or casual gatherings usually don’t require attendees to commit ahead of time. To ensure a good turnout without overwhelming your audience, aim to announce these events five weeks in advance.
Here’s why this timeline works:
Visibility: Five weeks gives you enough time to get on your audience’s radar without overloading their calendars.
Buzz Building: You can use this time to generate excitement through social media posts, email campaigns, and in-house signage.
Flexibility: This period allows for last-minute adjustments to promotions or logistics based on early feedback or engagement.
For Ticketed Events: Announce 8 Weeks in Advance
Ticketed events, such as beer festivals, exclusive tastings, or limited-seating dinners, require a longer lead time to allow for proper planning and ticket sales. A good rule of thumb is to announce these events eight weeks in advance.
Here’s why this timeline is essential:
Ticket Sales: Eight weeks gives your audience ample time to purchase tickets and make necessary arrangements.
Marketing Opportunities: You’ll have enough time to run a multi-phase promotional campaign, including early-bird ticket offers, influencer partnerships, and countdown reminders.
Operational Prep: Longer lead times help ensure you have everything ready, from staffing to inventory to any special permits or licenses.
Additional Tips for Timing Your Announcements
Know Your Audience: If your community tends to plan ahead, you might want to extend these timelines slightly. Conversely, a more spontaneous audience might be comfortable with shorter lead times.
Use Multiple Channels: Announce your events across multiple platforms, including social media, your website, email newsletters, and in-person at your brewery.
Provide Clear Details: Include all essential information like the date, time, location, and any costs. For ticketed events, make ticket purchase links easily accessible.
Reinforce the Message: Remind your audience periodically as the event date approaches. A mix of posts, stories, and countdowns can keep the excitement alive.
Wrapping Up
Timing is everything when it comes to event planning at your brewery. Sticking to a five-week announcement window for unticketed events and an eight-week window for ticketed events ensures you’re giving your audience enough notice while building excitement effectively. With the right timeline and marketing strategy, your events will be buzzing with attendees, ready to enjoy the experiences you’ve created.
What’s your go-to timeline for event announcements? Share your tips and experiences in the comments!
