Three Brewery Metrics Your Sales Team Should Track to Improve Profitability for Your Brewery Business

In the competitive craft beer industry, understanding customer behaviour is a must. Sales metrics provide valuable insights and help you make informed decisions for your business.

Read on to find out about three metrics that matter for breweries looking to improve sales performance:

• Customer reorder periods
• Customer order volume
• Seasonal sales fluctuations

Customer Reorder Periods: A Key Metric for Your Brewery

Consistency is key in maintaining strong customer relationships. Knowing how often each customer places an order allows your sales team to anticipate their needs and follow up at the right time. Customer reorder periods are a key metric and there are a few different ways to track them.

Your sales team could maintain a simple schedule of follow-ups based on past ordering habits. For instance, if a customer typically orders every 30 days, a well-timed check-in at the 25-day mark could lock in their next order. This proactive approach not only boosts sales but also strengthens customer loyalty by showing you’re paying attention to their needs.

It could also be useful to track customers who have surpassed their average reorder period. If a customer typically orders every 30 days, but it's been 45 days since their last order it could be helpful to have a sales person reach out to check in with the account. Many breweries will use a report like this as their Monday morning call sheet. Tracking customer reorder periods could help you to maintain strong customer relationships, and improve your brewery's financial performance. 

This data could be tracked through your invoicing or accounting program, in a custom spreadsheet, or it may be readily available within your brewery management software. 

Customer Order Volume: Understanding Revenue Per Customer Account

Not all customers are created equal—some place large, regular orders, while others make smaller, more sporadic purchases. Understanding the percentage of sales each customer accounts for can help you understand your customers' needs better, and prioritize accounts, tailoring your approach to each client’s needs.

Tracking volumes sold to each customer allows craft breweries to identify trends and opportunities. If a regular customer’s order size starts shrinking, it could be a sign of dissatisfaction or a shift in their business needs. On the flip side, growing orders could signal a chance to upsell or introduce new products. By having a clear picture of customer volume, your team can take action early and strategically.

Tracking Seasonal Trends to Optimize Cash Flow and Financial Performance

In the craft beer business, sales often fluctuate seasonally. Seasonal trends can have a huge impact on your brewery's financial health. Certain beers might see a surge in demand during summer festivals, while others could dominate during the holiday season. Plus, you'll need to account for any slow seasons you typically experience. Tracking these fluctuations ensures your team is always one step ahead of market demand.

By analyzing your brewery's past performance you can gain a deeper understanding of what beers you need to have in stock and when. This helps guide inventory management and production planning, plus your team can plan promotions, and tailor sales pitches to align with seasonal preferences. For example, if a pumpkin ale historically spikes in October, your team could start promoting it to retailers in early September. Understanding seasonal sales trends can help your business prepare for slower seasons too which can help you to develop a strong financial plan and manage your cash flow.

When your sales team tracks important metrics like customer reorder patterns, order volumes, and seasonal product trends, they’re armed with the insights needed to build stronger customer relationships, and identify areas for improvement. In turn, you're able to drive growth and profitability for a successful brewery. Data-driven strategies transform your sales efforts from reactive to proactive, giving your brewery a competitive edge in a crowded market.

Brewery management software simplifies tracking of metrics for breweries by centralizing data in one easy-to-access system. From automated reminders for customer follow-ups to detailed reports on product trends, and accurate cost of goods sold calculations, brewery management software empowers your team to make important business decisions with confidence. Interested in learning more about how Brew Ninja could benefit your business? Schedule a chat with a member of our team!