A few years back, I visited Bakewell for a weekend of Peak District walks fuelled by their famous tart. My beer-loving friend also wanted to do a tour at a local brewery. I didn’t like beer but tagged along anyway. Two hours later, I was a convert.

Looking back, three things won me over:

Empower customers to make category judgements

Before the tour, beer was just fizzy brown stuff I didn’t like. Then I learned what makes an ale different from a lager, how hop flavours vary by country, how barrels affect aging, and how to properly ‘taste’ beer. Suddenly, I could evaluate what I was drinking – and see what made each beer distinct. This knowledge wasn’t just helpful for me; it was strategic for them. When you give customers a framework for evaluating your category, you give them the tools to recognise what sets your brand apart.

Show the work behind the product to justify the price

I hadn’t given much thought to how beer was made. During the tour, I learned about the science, labour and artistry involved – simple raw ingredients transformed through multiple, perfectly temperature-controlled fermentation stages, followed by weeks of conditioning and quality control.

What I’d previously considered expensive for a pint suddenly felt perfectly reasonable. Don’t assume customers understand the complexity of your process. Pull back the curtain on the work that goes into your offer, and you transform “expensive” into “worth every penny”.

Let true believers tell your story

I’d only gone on the tour because my friend wanted to, so I could have easily been disengaged. But the guide’s passion was infectious – sharing the brewery’s origins, their approach today, and the excitement of crafting new beers. They were 100% behind the brand, creating warmth and trust.

I’ve experienced the opposite since, with guides who follow pre-written scripts with little genuine interest. For brands, the lesson is clear – let the people who truly believe in your product be its voice. Their authentic investment can be more convincing than the most carefully crafted marketing copy.

I came away with far more than expected – a taste for beer and some strong brand lessons. Cheers to that.

Kirstie