Last month, Flowers ‘n’ Ferns in Burke, Virginia, was one of several small businesses that set up temporary shop for a Christmas market at Fair Winds Brewing Company in Lorton, Virginia.
Looking to get in front of young, hip customers with cash to spend and lots of people in their lives to buy flowers for? Get thee to a brewery. You probably won’t have to look far to find one.
“The number of American breweries topped 5,000 for the first time , with craft beer makers accounting for 5,234 of 5,301 U.S. breweries, according to new figures from the Brewers Association,” reports NPR. “Last year alone, more than 800 opened for business.”
Breweries are attractive local partners for many reasons. They tend to have devoted fans with disposable incomes and an established customer base that complements but doesn’t compete with florists — characteristics that are key for any successful small business partnership.
Local breweries aren’t just places millennials go to grab a strong IPA or stout either — increasingly, they’re becoming destinations for families and baby boomers and events, creating a desirable cross-section of the population.
Here are some ideas on how to team up with breweries in your area:
Take up residence. Last month, Flowers ‘n’ Ferns in Burke, Virginia, was one of several small businesses that set up temporary shop for a Christmas market at Fair Winds Brewing Company in Lorton, Virginia. The event, organized by the local Chamber of Commerce, coincided with Small Business Saturday.
“We gave away calendars and several people took our business card,” said Karen Fountain, AAF, noting that her daughter, Katie, manned the shop’s booth, which had arrangements and poinsettias for sale. “For us, it was really an exposure thing. The best part was was just manpower — there was no fee to attend the event.”
Partner up on promos. In Missoula, Montana, Bitterroot Flower Shop has also found a way to jump aboard the brewery craze and generate direct sales. The shop, which frequently partners with local businesses — including a local ice cream parlor — offers a design created in a local brewery’s signature growler.
