along with its more direct corollary, advertising, is as important to breweries as it is to any other sort of company. Beer marketing, however, is highly regulated. Governments use various methods to deal with the perceived marketing impact on increased consumption, from the extreme of banning beer marketing altogether (Norway) to complex regulatory systems. The varying marketing regulations not only are for advertisements but also cover sponsorships, labels, and any promotional materials (coasters, t-shirts, glassware, neon signs, etc). See labeling information, labels. In France, for example, brewery sponsorship of sporting events is banned, where in other European countries, it is often prevalent.

Postcard, c. 1915, borrowing the title of the popular song “Beer, Beer, Glorious Beer,” composed by Harry Anderson, Steve Leggett, Will Godwin, A. E. Durandeau, and E. W. Rogers in 1901. pike microbrewery museum, seattle, wa

In any given country, beer marketing may be subject to more than one regulatory body and set of rules. The European Union has certain marketing regulations, as does each member country. In the United States, the Alcohol and Tobacco Trade and Tax Bureau, the Federal Trade Commission, and the individual states regulate beer marketing.

Generally speaking, beer marketing cannot use misleading statements, advertising that targets minors, and images or statements that associate alcohol with athletic achievement or encourage intoxication. Breweries are also prohibited from making any health claims (Guinness was required to drop its famous “Guinness Is Good for You” campaign decades ago), even if it can be proven that they are entirely true. As of 2011, breweries in the United States were prohibited from printing nutritional information on labels or using it in marketing or advertising.

Given the large list of restrictions, breweries have become creative with their marketing. Many focus on lifestyles and the desires of subcultures (office workers, sports fans, women) and create subtle messages targeting those groups. Beer marketing campaigns for large breweries usually include multiple media avenues (television, print, Internet) and promotional techniques. Product placement in movies and television is a common alternate method of marketing a brand. Point of sale promotions are also part of any beer marketer’s tools, including beer-branded merchandise giveaways to consumers.

Many large breweries act as sponsors for various events to target their markets, from sporting events to film festivals and concerts. Stella Artois, for example, sponsors film festivals worldwide. The craft beer segment, which spends very little on conventional advertising, uses various promotional methods to build brand awareness, including point of sale promotions of branded merchandise. Craft breweries focus on the brewery, its story, and its people, connecting to consumers through those stories. Not surprisingly, craft brewers tend to be adept at using social media to spread brand awareness; once established in the public consciousness, Facebook and Twitter quickly became major tools for craft brewers to get the word out about their beers. Small breweries attend festivals, sometimes dozens per year, and often build the brand largely by conversation. They host beer dinners and tastings to promote their brands and to familiarize consumers with craft beer as a whole. As craft beer becomes more prevalent, we can expect the iconography of craft breweries to make an impact. Just as Guinness’ rendition of Brian Boru’s harp and Bass’ red triangle logo are recognized instantly by consumers, so too may craft brewers’ marks such as New Belgium Brewing Co’s cruiser bicycles become icons for a new generation of beer drinkers.

See also advertising, law.