Brewers Association
A Refreshing Strategy
The Brewers Association is the trade association for the craft beer industry. As such, they publish books, magazines, and host trade shows and consumer expos throughout the country. And a critical part of their role is communicating with their members and the public through their websites.
Challenge
Our task was to help rethink the Association's web strategy, formerly aggregated under the BeerTown.org URL, to better serve their many constituencies and advance their mission of promoting the craft beer industry. A separate question was whether a site aimed at "craft beer enthusiasts" should remain BeerTown or receive a new name.
Strategy
The decision was made to split BeerTown into three unique sites: an official Association site (www.brewersassociation.org) devoted to government affairs and business news; a site for the rambunctious home brewer audience (www.homebrewersassociation.org) with lots of member participation and interactivity; and an enthusiast site with a new name (www.craftbeer.com) that would feature food pairings, describe beer styles, and highlight breweries throughout the country.