Written by Clive Harris, RBBC Beer Club Ltd
Clive Harris is founder of Round Britain Beer Club, a craft beer subscription club, where each month, Customers receive a case of beer from a different craft brewery. www.roundbritainbeerclub.co.uk
It’s becoming increasingly apparent that businesses are central to protecting the world around us and acting in a way that encourages positive change. As a result, businesses have not only been engaging with Corporate Social Responsibility (CSR), but actively prioritising it. There are a variety of ways breweries can help ‘save the planet’ by engaging with CSR to enjoy all of its benefits, some of which can be advantageous for their business!
If used appropriately, CSR can be a superb tool for both attracting and retaining customers. Numerous investigations into consumer behaviour have shown that people are more likely to purchase from brands with strong CSR policies, if the alternative at a similar price is lacking in this department. Many consumers are in fact happy to pay more for brands that align with their moral compass. This is also important to note as certain CSR policies can initially come at an increased financial cost to the business. However, it has been shown in the long run this cost can often be negated and, in many cases, turned into a profit.
There are also many new business opportunities that can become available focusing on CSR. Looking for funding? Investors are showing a growing interest in companies that are socially responsible. Further, with breweries in particular, the production of beer is in most cases the production of a ‘demerit good’ (goods that are perceived to be unhealthy for society), and so it’s integral that breweries send messages to consumers, as part of their branding, to advise them their product is beneficial for society as a whole. If you needed an example, you need look no further than Brewdog. Whatever your opinion of them, it’s hard to deny their ‘Saving the planet one beer at a time’ targeting negative carbon emissions, has been hugely successful and integral to their massive growth in recent years.
So, how can a brewery incorporate CSR into their business? Don’t worry you don’t have to be like Edinburgh based brewery, Tartan Shark, and deliver your beer by pushbike 🚴♂️
Here’s a few ways to get you started:
Why not embrace the funky side of craft beer and use completely recycled materials to package your brews? Show off your brewery’s personality whilst also helping combat one of the toughest issues the industry is facing!
It’s pivotal we recognise that alcohol is something to be enjoyed in moderation, so why not put your name behind this message? The best part about this is that you can make an impact regardless of the size of your brewery. Whether it’s including a comment in all of your advertising (like Bet 365 in the gaming industry), simply tweeting your support for the multitude of campaigns or making charitable donations to help those who have been negatively affected by alcohol, make sure your customers know you want your beer to be enjoyed in a responsible way!
Encourage Customer Feedback on How They Would Like to See You Perform CSR
CSR isn’t a ‘one size fits all’ situation for businesses. As a brewery, nobody better represents your brand than the people who buy your product. So, ask your customers how they’d like to see you make the world a better place through beer! This doesn’t have to be formal; having a chat when they visit your taproom or asking for feedback through social media can be great ways to get you started!
Promote local sales
By maximising sales in the local community, breweries can help to reduce their carbon footprint. Encouraging collection from the brewery by offering a discount, for example, means that transport costs (and the damage to the environment this causes are lost). Even free delivery locally to make ‘low carbon’ sales a larger percentage of your total, reduces the impact on the environment.
The key thing to remember with CSR is that you’re probably already engaging with it, so why not let more potential customers know you care about the same issues they do? No matter your size, there’s always something you can do for CSR, and in return there’s a lot CSR can do for you!