Writing a press release for a new beer or brewery opening
A press release is still one of the simplest ways to get a new beer or brewery covered by food writers and city media. We show how to structure one, what to include and how to send it so it gets read.
What a press release is for
A press release gives journalists the facts they need to write about you, quickly and accurately. It is not an advert. Writers want a story, real details and someone to talk to. If the release reads like marketing copy, it usually goes straight to the bin.
For breweries, good reasons to send one include a brewery or taproom opening, a new flagship or unusual beer, an award, a collaboration or a community project. A new seasonal on tap is usually better shared on social media.
The structure journalists expect
- Headline. One clear line saying what happened. "Bengaluru brewery launches a jaggery stout for the festive season" beats "A revolutionary new taste experience".
- Dateline and opening paragraph. City, date and the who, what, where and when in two sentences.
- Detail. Two or three short paragraphs on what is new and why it matters.
- A quote from a real person, usually the founder or head brewer.
- Practical information. Where to find the beer, dates, opening hours.
- About the brewery. Three or four lines of background.
- Contact. A named person, phone number and email.
This is the inverted pyramid: most important facts first. Editors cut from the bottom, so anything essential must be near the top.
Facts that make a beer story
For a new beer, include the specifics a writer needs:
- Beer name, style and ABV.
- What it tastes like, in plain words.
- What makes it different: an ingredient, a technique, a local link.
- Where, when and in what format it is available.
For a brewery opening, include the address, opening date, brewhouse size if you want to share it, the beers on tap, food and the people behind it.
Be accurate. If a writer prints a wrong ABV or opening date because your release was wrong, they will not trust the next one. Our guide to launching a new beer covers how the release fits into a wider launch.
Writing a quote that is worth printing
Most press release quotes are empty: "We are thrilled to bring this exciting new beer to our customers." Nobody prints that. A good quote says something only that person could say, with a real detail or opinion.
Compare: "We wanted a stout that works with Diwali sweets, so we used jaggery from a farm near Mandya. It gives a dark, toffee sweetness without making the beer heavy." That is specific, human and gives the writer something to use. Make sure the person quoted actually said it or approves it.
Images and extras
Good images often decide whether a story runs. Provide:
- High-resolution photos of the beer in a glass and in its pack.
- A photo of the brewer or founders.
- A few shots of the brewery or taproom.
Share them through a download link rather than large attachments. Name the files clearly and say who took them, so publications can credit the photographer. Our guide to photographing beer helps if you are shooting them yourself.
Sending it to the right people
Make a short list of writers who cover food, drink and city life in your area: city supplements, food websites, beer bloggers and local magazines. Read what they write first. Send a short personal email with the release pasted in the body and a one-line note on why it might interest them.
Send it a few days to a week before the news, or with an embargo if you want coverage on the day. Follow up once, politely. Invite writers to taste the beer, with clear responsible serving and no pressure to write.
Keep coverage within Indian alcohol advertising rules. Editorial coverage written by journalists differs from advertising, but the content you supply should avoid health claims and anything that encourages heavy drinking.
After the release goes out
Keep a record of who covered you and thank them. Share coverage on your channels, crediting the publication. Over time you build relationships with writers who trust you to send real news, which matters more than any single release.
A press release is one tool in a wider plan for telling your brand story. Used alongside social media, reviews and events, it helps people hear about you from someone other than yourself.
Common questions
How long should a beer press release be?
One page is ideal, around 300 to 500 words, with the key facts in the first two sentences.
When should a brewery send a press release?
A few days to a week before the news, or under embargo for coverage on the day. Use it for real news such as openings, notable beers and awards.
Should I attach photos to a press release email?
Share high-resolution photos through a download link rather than large attachments, with clear file names and photo credits.
