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Brand Building Lessons from the World of Craft Beer [Podcast]

Building a craft beer brand isn’t all that different from marketing a traditional product. In fact, they face similar challenges—and nurturing brand loyalty is essential. 

As DuClaw’s marketing director Madeline Caldwell knows, brand building is all about trust—trust with your distributors, your audience, and your team. In this episode, you’ll hear Caldwell's stories from her time taking DuClaw from newcomer in the craft beer scene to thriving local business. You’ll get a behind-the-scenes look at how a brewery manages product development, distributor relationships, memorable marketing campaigns, and more. 

Tune in to this week’s episode of the Content Experience Show to hear Madeline Caldwell, Marketing Director at DuClaw Brewing Co., discuss brand building at a craft brewery.

In This Episode: 

Why DuClaw Listens to Marketing Ideas From All Levels of Its Business

It’s not just the marketing team that owns product development and innovation—it’s really a team effort. There are people in all areas of the business that are passionate about beer, so when it comes to a launch, brewers, marketers, operations, and sales all come together to brainstorm.

“Someone working on the canning line could be the biggest crafthead we have and be on the front lines of what’s hot.”


Creating Marketing Campaigns That Engage Both Distributors and Consumers

When working with distributors, it’s important to set and adhere to expectations with your marketing. In order to maintain a certain level of trust, they want to know what’s coming next. They ultimately have the same goal as you, which is to please the end customers. 

“When you’re working for an agency or in-house somewhere, you need to be very consistent and deliver on what you say you’re going to deliver on. It’s the same way when working with distributors.” – @madscaldwell

Why Craft Beer Brands Function as “Local” Businesses in More Ways Than One

Building and maintaining good relationships with distributors and consumers is what builds that sense of community—even if the people you’re selling to aren’t local at all and are simply discussing your product on Facebook or Reddit.  

“Craft beer is a really local thing, and I don't just mean geographically.” – @madscaldwell

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For more insights from your favorite marketers, visit the Conex: The Content Experience Show stream.

About the Author

Randy Frisch is the CMO and Co-Founder of Uberflip, a content experience platform that empowers marketers to create content experiences at every stage of the buyer’s journey. He has defined and led this movement, prompting marketers to think beyond content creation and truly put their customers first by focusing on the experience. This movement has fuelled an annual conference, Conex: The Content Experience, that brings together 750+ passionate marketers, and a North American-wide Conex Tour. Randy is also the host of The Marketer’s Journey podcast, was named one of the Top 50 Fearless Marketers in the world by Marketo, and is the best-selling author of F#ck Content Marketing: Focus on Content Experience (yeah, he swears sometimes).

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