How to Sell Your Beer into More Pubs

For independent breweries, pubs represent more than just a sales channel – they are the beating heart of the UK beer market. According to the latest SIBA report, 82% of SIBA breweries sell to local pubs within 40 miles of their brewery, making this the most significant route to market for small breweries.

While taprooms and brewery shops are becoming increasingly popular, pubs are often the first point of contact for a brewery’s wider audience, making them a vital stepping stone for brand visibility and stable growth.

But breaking into this competitive space isn’t easy. The number of breweries vying for pub space continues to grow, but the bars are only so long! This makes it essential for brewers to stand out. Building personal relationships, tailoring beer selections to meet a pub’s specific needs, and maintaining a reputation for quality and consistency can give your brewery the edge it needs.

In this guide, we’ll provide practical, actionable advice to help independent breweries successfully get their beer into more pubs. Whether you’re just starting out or looking to expand your reach, these tips will help you navigate the complexities of the on-trade market, establish lasting partnerships with pub owners, and grow your brand in the ever-competitive UK beer scene.

Know Your Audience

Understanding your target audience is the foundation of selling your beer into more pubs. Not all pubs are the same, and approaching the right venues with the right pitch can make all the difference.

Here are some key steps to help you identify and connect with your ideal pubs:

• Find the Right Pubs: Research pubs that align with your beer style and brand values.
  • Look for craft-focused venues, pubs with rotating taps, or those catering to specific demographics such as younger, adventurous drinkers. You can also use tools like Untappd to get a sense of the local preferences.
  • Seek out pubs known for hosting events like tap takeovers or beer festivals, as these can be great opportunities to introduce your beers.
  • Don’t forget to consider location and delivery logistics – pubs within a manageable distance of your brewery often make for the most reliable and profitable partnerships.
• Understand What They Sell: Study the beer lineup at your target pubs to identify gaps your beer could fill. For example, if their menu leans heavily towards IPAs, you might suggest a distinctive lager or stout to diversify their range. Or, if a particular style is a top seller, consider offering a unique twist on that format to stand out.
• Be Honest about Fit: Recognise when your beer may not align with a pub’s clientele. If the regulars like session lagers, there’s a good chance a 12% half pint for £8 won’t be their ideal fit!  Be realistic about whether your beer suits the pub to save time and help you focus on venues where your products will thrive.
• Keep On Top of Trends: Keep an eye on what’s popular in the UK market, from cask ales to alcohol-free options. Remember, some pubs have a loyal, traditional customer base resistant to change, so prioritise pubs that are open to trying something new!

By knowing your audience and targeting the right pubs with a tailored approach, you’ll be well-positioned to get your beer in front of the customers who will appreciate it most.

Tell a Story

The story of your brewery is one of your most powerful tools when it comes to selling your beer. Pub owners aren’t just buying a product – they’re building their own narrative as a venue that they hope will resonate with their customers.

Share what makes your brewery unique, relatable, and commercially valuable to help you stand out and make a lasting impression.

Here’s how to craft and deliver a story that sells:

• Build a Compelling Narrative: Highlight the unique aspects of your brewery. Do you use locally sourced ingredients? Are sustainability efforts at the core of your brewing process? Do you collaborate with local artists for your label artwork? Is there a fascinating story behind your flagship beer? These details create a connection and make your brand more memorable.
• Share Success Metrics: Strengthen your pitch with real-world examples. For instance, share data or anecdotes from similar pubs where your beer has been a hit. Example: “This IPA has done really well at Pub X – they saw a nice bump in sales after putting it on tap. It was selling X kegs per week after just a couple of months.”
• Highlight Local Connections: If your brewery has ties to the pub’s area, emphasise this. Whether you source hops from a nearby farm or your brewery is based just down the road, regional pride can be a great selling point.
• Make It Relatable: Provide short, easy-to-remember descriptions of each beer to help pub staff sell it to customers. For example: "It’s a crowd-pleaser. A pale ale that’s easy to drink, not too strong, and pairs well with anything on the menu."
• Appeal to Business-Savvy Pub Owners: Even if the pub owner isn’t personally a fan of your beer, focus on its commercial viability. Highlight how it aligns with their customers’ preferences and drives repeat business. Example: "This stout is a winter favorite – it’s been selling faster than most other stouts at pubs around here, and places that carry it tend to reorder every couple of weeks. It’s a solid pick if your customers go for dark beers this time of year."

By building a compelling story around your brewery and beers, you’ll make a stronger connection with pub owners and increase the likelihood of seeing your product on their taps.

Pick Your Moment

Timing can make or break your pitch when approaching pubs. Pub owners and managers are busy people, and choosing the right time to reach out shows respect for their schedule and increases the chances of them giving you their full attention.

Here’s how to time your approach effectively:

• Timing Matters: Visit pubs during quieter periods, such as mid-afternoon on weekdays, when staff are more likely to have time for a conversation. Avoid busy times like evenings or weekends, when the focus will understandably be on serving customers.
• Seasonal Pitches: Align your pitch with the season to make it more relevant and appealing. For example, introduce lighter lagers and pale ales in the spring and summer, or promote rich porters and spiced beers during the festive period. Seasonal relevance demonstrates that you understand their needs and can help them cater to their clientele at the right time.
• Be Patient: Building a relationship takes time, and pub owners won’t always be ready to make a decision immediately. If they seem preoccupied or hesitant, step back, leave your details, and follow up later. Persistence with respect goes a long way in establishing trust and rapport.

By picking your moment carefully and being patient, you’ll not only make a better impression but also improve your chances of getting your beer noticed and stocked.

Sit Down with Decision Makers (But Overlook No One)

When pitching your beer to a pub, it’s important to connect with the right people while also building positive relationships with everyone on the team. Pub staff, from bartenders to assistants, can also influence decisions or provide helpful insights, so treating them with respect and engaging them in the process is crucial.

Here’s some pointers on how to manage this:

• Find the Right Person: Aim to speak directly with the decision-maker, such as the owner or bar manager, who has the authority to order new beers. Establishing a rapport with the person in charge ensures your pitch reaches the right ears.
• Respect All Staff: While you may be there to speak to the owner, it’s important to be friendly and professional with everyone, including bartenders and floor staff. They can provide input on what beers to stock or can advocate for you to the decision-maker. A good impression on the entire team can go a long way.
• Make It a Tasting: Instead of dropping off samples and hoping for a follow-up, arrange an in-person tasting session with decision-makers. Bring 1-2 standout beers, and walk them through how these offerings will appeal to their customers. A face-to-face tasting not only showcases your product but also allows you to answer questions and build trust.
• Engage Staff Directly: During tastings, involve bar staff in the discussion. Teach them about your beer’s story, flavour profiles, and ideal pairings. A knowledgeable and enthusiastic team is more likely to recommend your beer to customers.
• Follow Up: Leave concise product details, like pricing and availability, and promptly follow up to address any questions or feedback. Showing that you’re proactive and reliable helps build confidence in your brand.

A hands-on, personal approach helps you to share your story, answer questions and demonstrate why your beer is a great fit. It’s something that samples or a brochure simply can’t match. Not to mention, it helps build the great relationships that this industry is all about.

Don’t Oversell

When pitching your beer to pubs, less is often more. Overwhelming pub owners with too many options or ignoring their stocking processes can harm your chances of success. Instead, take a strategic approach that respects their limitations and keeps your offerings fresh and appealing.

Here’s how to strike the right balance:

• Understand Their Stocking Process: Understanding how the pub rotates its taps or chooses its lineup is critical for tailoring your pitch. Ask simple questions like, ‘How often do you change your taps?’ or, ‘What styles tend to move the fastest here?’ Use this insight to recommend beers that fit seamlessly into their rotation, whether it’s a seasonal option or a beer to replace something underperforming. A rapport with staff can also uncover details about what’s working well and where they’re looking to improve.
• Be Strategic: Focus on presenting just 1-2 standout beers rather than showcasing your entire range. Often bar managers and owners can only stock one or two new beers at a time, so bringing 7 beers from your brewery in the hopes that more is more, won’t go down well. Be focused and stick to a targeted approach – it shows you understand the pub’s needs and increases the likelihood of a sale.
• Rotate Your Offerings: Keep things fresh by suggesting periodic rotations of your beer, whether that’s seasonal flavours, limited-edition brews, or ingredients inspired by the time of year. For example, lighter ales for summer or rich, spiced beers for the festive season. This not only maintains interest but also positions your brewery as innovative and adaptable.

It’s always best not to overwhelm someone with choice. By avoiding the temptation to oversell and tailoring your approach to the pub’s stocking policies, you’ll demonstrate professionalism and make it easier for them to see your beer as a valuable addition to their lineup.

Be Selective

Not every pub will be the right fit for your beer, and that’s okay. By carefully choosing which pubs to target, you can focus your energy where it’s most likely to yield results and build a strong foundation for future growth.

Here’s how to be strategic in selecting your stockists:

• Target Key Accounts: Focus on pubs where your beer is most likely to resonate, rather than trying to sell to everyone. The more niche and aligned the pub is with your brand, the better chance they’ll love your product and agree to stock it. For example, craft-focused venues or those with a rotating tap list often welcome independent brews that bring something unique to the table.
• Start with Anchor Pubs: Identify influential or trendsetting pubs in your area as initial targets. These “anchor” pubs can create a ripple effect – if your beer performs well there, it can build demand with other local venues. While securing a spot in a big-name pub can be daunting, many local pubs now actively champion independent breweries and frequently rotate their offerings, making it easier to find an entry point. Also, look out for a strong social media presence or pubs with ties to local beer festivals, as they can amplify your brand further.
• Avoid Spreading Too Thin: Before committing to new accounts, assess your brewery’s capacity to keep up with demand. Consistency is key – stockouts or unreliable deliveries will damage your credibility. Consider whether your brewery can handle the necessary logistics, from delivery schedules to keg cleaning. While we at Tap’in can absolutely help streamline your operations, it’s essential to have a clear understanding of your production limits before signing any contracts.

By being selective and focusing on the pubs that align best with your brand, you’ll set your brewery up for sustainable growth and build a strong local reputation.

Build Long-Term Relationships

In the world of independent brewing, relationships are everything. Securing a spot for your beer in a pub is just the start – maintaining and strengthening that partnership is what will keep your beer on tap and your brand growing.

Here’s how to nurture those relationships:

• Foster Partnerships: Regularly check in with pub owners and managers to stay top of mind. Try to keep them up to date with what’s happening at the brewery - what are you working on that’s relevant to them?
• Co-Host Events: Propose collaborations like beer and food pairing nights, tap takeovers, or brewery spotlight evenings. These events not only help pubs draw in customers but also give you a chance to deepen your relationship with the venue and its patrons.
• Provide Added Value: Offer pubs something extra to strengthen the partnership. This could include marketing support, such as co-branded promotional materials or social media posts, or exclusive brews that make their pub stand out to customers.
• Take Feedback Seriously: Listen to the feedback from pub owners, managers and customers. Whether it’s about your beer’s flavour profile, branding, or delivery process, showing that you’re willing to adapt and improve demonstrates that you’re a reliable and attentive partner.

By taking the time to develop partnerships, co-create unique experiences, and continuously listen and adapt, you’ll not only secure lasting customers but also create true advocates for your brand.

Deliver the Goods!

Getting your beer into pubs is only half the battle – making sure it’s consistently and reliably delivered is what keeps it there. Pubs value dependable delivery schedules, flexibility to cater to their unique needs, and a smooth process that makes stocking your beer stress-free.

Here’s how you can make logistics your brewery’s strength:

• Ensure Consistency: Pubs thrive on reliability. Delayed or inconsistent deliveries can disrupt operations and sour relationships. Stand out from the competition with deliveries that arrive on time, every time.
• Offer Flexibility: Not every pub operates the same way. Some prefer smaller, frequent deliveries to keep inventory fresh, while others rely on bulk orders. Make sure each venue gets exactly what works for them.

At Tap’in, we specialise in logistics solutions for independent breweries. Whether you’re managing local deliveries or expanding into new regions, we take the hassle out of the process, letting you focus on what you do best: brewing exceptional beer.

With our tailored brewery logistics:

• No more stressing over van maintenance or driver schedules.
• Expand your reach with confidence, knowing your beer will arrive in perfect condition, every time.
• Delight pub owners with professional, timely deliveries that make working with you a breeze.

Ready to take the hassle out of logistics and grow your brewery? Get in touch today to find out how we can help take your distribution game to the next level.