Content pillars, weekly calendar, platform strategies, and 30 post ideas for building KBC's brand.
Five pillars that define what KBC talks about. Every post maps to one pillar. The mix percentages guide weekly content allocation to keep the brand balanced and engaging.
The workhorse pillar. This is where the magic happens. Show the raw, real process of turning grain, hops, water, and yeast into craft beer. Brew days, equipment close-ups, ingredient arrivals, temperature checks, cleaning marathons. The more authentic and unpolished, the better. People want to see the sweat behind the pint.
The product itself, beautifully presented. Perfect pour shots, colour comparisons, tasting note breakdowns, food pairing suggestions. This pillar educates and builds desire. Make people crave the beer through visual storytelling. Dark, moody lighting with warm gold and copper tones aligns with the KBC brand.
Show KBC out in the world. New stockist announcements, tap handle installations, bartenders pouring KBC, menu shots, and customer photos at venues. This validates the brand ("real pubs stock us") and creates a network effect — venues share these posts to their own audiences, doubling reach for free.
Craft beer is a people business. Feature the founder, the brewers, the bar staff pouring KBC, and the customers drinking it. "Meet the Brewer" series, tasting events, customer testimonials, and behind-the-scenes team moments. This builds connection and makes KBC feel like a community, not just a product.
Root the brand in Kildare. The Grand Canal at Sallins, the countryside, the town, the brewery's exterior. This pillar builds geographic identity and pride. "Brewed beside the Grand Canal" is a story, not just a location. Use this to connect with the local community and give the brand a sense of place that big breweries cannot replicate.
Each platform has a different role. Instagram is the visual home. Facebook builds community. LinkedIn drives B2B trade. TikTok captures the next generation of craft beer drinkers.
Dark, moody, warm tones. Gold and copper colour grade. Black backgrounds where possible. Consistent editing style across all photos. Think premium whiskey brand meets working brewery. No bright, over-saturated colours. Let the beer's natural amber, gold, and copper tones be the colour palette.
Professional but authentic. Not corporate. Write like a founder talking to other business owners over a pint. First-person storytelling. Honest about challenges. Generous with insights. The goal is to position Barry as a credible craft beer operator that other hospitality owners want to work with.
Trending audio + authentic content always outperforms polished production on TikTok. Film vertically on a phone. Do not overthink it. The brewery environment is inherently interesting — steam, copper, tanks, grain, liquid. Let the setting do the work. Use text overlays for context. Keep it under 60 seconds.
A repeatable weekly content rhythm. Each day has a designated platform, pillar, and series name. Consistency builds audience expectation and makes content planning predictable.
| Day | Platform | Series | Content |
|---|---|---|---|
| Monday | "Monday Brew" | Behind-the-scenes brewing shot or process update. Start the week in the brewhouse. Grain delivery, mash tun close-up, fermenter check. | |
| Tuesday | Industry Thought | Business milestone, industry commentary, or craft beer market insight. Written from Barry's personal account in first-person voice. | |
| Wednesday | IG Reel | "Meet the Beer" | 30-second beer spotlight. One beer per week. Pour shot, tasting notes on screen, flavour description. Rotating through the full KBC range. |
| Thursday | "Now Pouring At..." | Venue feature. Stockist photo, tap handle shot, or menu listing. Tag the venue. Show KBC in the wild. | |
| Friday | TikTok IG Reel | "Friday Pour" | Pouring or tapping shot. Slow-mo, ASMR-style. The weekend starts here. Dual-post to TikTok and Instagram Reels. |
| Saturday | IG Stories | Weekend Rounds | Weekend venue visits. Real-time stories from pubs and restaurants pouring KBC. Customer shots, bar atmosphere, pint-in-hand moments. |
| Sunday | "The Place" | Kildare pride, brewery location, or local scenery. Slower, more reflective content. Grand Canal, countryside, brewery exterior. End the week rooted in place. |
A ready-to-use bank of content ideas organised by pillar. Enough to fill six weeks of content. Tick them off as you go, then cycle back with fresh photos and angles.
A structured approach to product seeding across three influencer tiers. The goal is authentic word-of-mouth, not paid sponsorships. Send beer, build relationships, earn organic content.
Irish food and drink bloggers, craft beer accounts, hospitality reviewers. These creators have engaged audiences that trust their recommendations.
Local Kildare influencers, foodies, lifestyle creators. Their audiences are hyper-local and overlap directly with KBC's target market of pubs and consumers within 30km of Sallins.
Regular craft beer enthusiasts, home brewers, local community figures. Small audiences but extremely high engagement rates and credible, peer-level recommendations.