When Should Breweries Promote Events on Social Media?
Social media is one of the most powerful tools a brewery can use to build hype, drive attendance, and deepen community engagement for events. But knowing when to post is just as important as knowing what to post. To get the most out of your brewery’s events—whether it’s a trivia night, beer release, or a full-blown festival—you need a social media strategy that spans before, during, and after the event.
🗓 Before the Event: Build Anticipation Early and Often
Start promoting your event 2–4 weeks in advance, depending on the size and uniqueness. The bigger or more special the event, the more lead time you need to build buzz. For really large events, we suggest 5-6 in advance and for grand ticketed events 8 weeks is a best practice.
What to post:
Save the date teaser (a bold graphic or short video)
Details drop (what, where, when, ticket info, special guests or vendors)
Behind-the-scenes prep (staff getting ready, sneak peeks of merch or special brews)
Countdowns and reminders (7 days away! 3 days to go!)
Interactive content (polls, RSVP stickers, giveaways for early engagement)
Consistency matters. Use Stories for daily buzz, Reels for engagement, and grid posts or Facebook Events for shareable info. Don’t forget to update your bio link and use hashtags specific to your brewery and the event.
📸 During the Event: Capture the Moment & Fuel FOMO
Posting in real time gives your event more visibility and lets followers who didn’t attend see what they’re missing—creating FOMO (fear of missing out) and excitement for future events.
What to post:
Live videos or Instagram Stories showing the crowd, music, food, or special pours
Tag attendees or vendors and encourage them to tag you
Post mid-event reminders for latecomers (“Still time to join us!”)
User-generated content resharing (repost attendee Stories with credit)
Run a live giveaway or trivia challenge for attendees
Encourage staff to snap photos and short videos you can post throughout the day. Even better—designate a “social media lead” so it’s not forgotten during a busy rush.
📷 After the Event: Keep the Energy Going
The event may be over, but your content pipeline doesn’t have to be. Use the following days to recap, celebrate, and reinforce your community vibe.
What to post:
A photo album or highlight reel of the event
Thank-you posts tagging partners, sponsors, performers, and attendees
Customer testimonials or comments
“Missed it? Here’s what’s next” posts promoting upcoming events
Highlight Story featuring top moments
Polls or questions asking what people loved or what they want next
This is also the perfect time to gather feedback through comments or DMs and to build momentum for your next big thing.
Final Pour
To maximize turnout and impact, your brewery should treat social media event promotion as a three-phase cycle:
Before – Build the hype
During – Show the fun
After – Keep the vibe alive
Think of it as turning a one-day event into a multi-week experience that deepens your relationship with fans and turns casual drinkers into regulars. Cheers to that!
