The Proactive Brewery Marketing Calendar

Plan Ahead, Stay Ahead: Your 12-Month Strategy Guide

The most successful breweries don't react to slow seasons—they prepare for them months in advance. This calendar helps you turn your busy months into booking engines for your slow months, ensuring consistent revenue year-round.

The Golden Rule: Start promoting events 2-3 months before your slow periods. Use your high-traffic seasons to fill the gaps that are coming.

Q4 Strategy (October-December)

Focus: Secure January & February Bookings NOW

Timeline: Start running campaigns in November

The Play: "Beat Dry January" Private Event Campaign

Run Meta ads promoting discounted private event bookings for January and February dates.
Offer $200+ off booking fees for events reserved before year-end.

Target Audiences:

People with January/February birthdays
Recently engaged couples (engagement parties, bachelor/bachelorette)
Upcoming anniversaries
Soon-to-retire professionals
Corporate HR managers (New Year kickoffs)

Messaging Example: "Book your January private event before the New Year and save $200 off your booking fee. Because your birthday party shouldn't suffer just because it's in January."

Q1 Strategy (January-March)

Focus: Spring Awakening Campaign

Timeline: Start in early February

The Play: Reactivate dormant customers and pre-sell spring/summer

Target customers who visited in fall but haven't returned since.
Offer early-bird discounts on:
- Beer garden season passes
- Patio party packages
- Spring event bookings (graduations, rehearsal dinners)

Target Audiences:

Lapsed customers (visited 3-6 months ago)
Parents of high school/college seniors (graduation parties)
Engaged couples (wedding-related events)
Outdoor enthusiasts and cycling/hiking groups

Messaging Example: "Spring is coming. Lock in your patio party date now and save 25% on our outdoor event package."

Q2 Strategy (April-June)

Focus: Lock in Fall Events During Peak Season

Timeline: Start in May

The Play: Summer-to-Fall Bridge Campaign

Use high summer foot traffic to secure slower fall dates.
Promote fall private events and corporate retreats at early-bird pricing.

Target Audiences:

HR managers and small business owners (Q4 team building)
Local companies within 20 miles (holiday party pre-booking)
Oktoberfest enthusiasts
Sports fans (football season parties)

Messaging Example: "Book your October Oktoberfest party before July 4th and save 20%. Because fall planning happens in flip-flop season."

Q3 Strategy (July-September)

Focus: Holiday Party Booking Blitz

Timeline: Start in early September

The Play: Capture December Holiday Party Market

Launch aggressive holiday party campaigns.
Create tiered packages and deadlines to drive urgency.

Target Audiences:

Office managers and executive assistants
HR departments at local companies
Small business owners (10-50 employees)
Corporate event planners

Package Tiers:

Bronze: Basic party package for 15-30 people
Silver: Enhanced package with food for 30-50 people
Gold: Premium experience for 50+ people

Messaging Example: "December dates are filling fast. Book your company holiday party by October 31st and lock in 2024 pricing + free appetizer upgrade."

Bonus Strategies for Slow Periods

Alternative January/February Tactics:

NA & Wellness Partnership

Host Dry January events featuring non-alcoholic options.
Partner with fitness studios, wellness coaches, meal prep companies.
Position as a community space, not just a drinking destination.

Loyalty VIP Experiences

Create intimate, premium events for mug club members: beer-and-cheese pairings, brewer's dinners, exclusive tastings.
Charge premium prices for special experiences.

Valentine's Day Triple Play

Run three separate campaigns:
- Couples date night packages (Valentine's week)
- Galentine's Day events (friend groups)
- Anti-Valentine's singles events
Target each audience specifically with relevant messaging and positioning.

Implementation Checklist

Set calendar reminders 2-3 months before each slow period
Create campaign assets (ad copy, images, landing pages)
Set up Meta ad targeting for each specific audience
Build email campaigns for existing customer list
Train staff on new packages and how to convert inquiries
Track results and adjust based on what's working

Remember: The breweries that thrive year-round are the ones that plan ahead. Don't wait until January to figure out January. Start filling those slow months while business is booming.