Who visits Lost in the Beer Aisle?
Lost in the Beer Aisle (LIBA), founded in the spring of 2009, is focused on discussing beer in way that is unintimidating. The target audience is the American male age 21 – 50. Viewers have a wide range of experience with craft beer – from no experience at all to beer experts.
The US beer market is dominated by domestic macro-breweries, which captures 93 % of the United States beer market. In 2009, 2010, and 2011 the craft brewing industry grew at a 10-12% clip, indicating that Joe six-pack is increasingly reaching out beyond the traditional offerings of the macro-breweries.
As more and more people make the transition to craft beer, they will go in search of information. They will be looking for a resource that talks about beer in a way that doesn’t confuse or frustrate them. They’ll look for a place where they feel comfortable and don’t feel like an outsider. Lost in the Beer Aisle is the website that meets these needs. Joe six-pack is attracted to LIBA because he can come to the site and read about beer without feeling assaulted by terminology. Beer experts and beer newbies alike will come to the site because it provides a unique and entertaining content.
LIBA is a blog where beer is reviewed. All types of beer are reviewed (beer from macro-breweries as well as craft-breweries). Reviews take a number of forms:
My Reviews – Reviews written from the point of view of the blog owner.
Guest Reviews – Reviews written by others. In an attempt to maintain the website mission, LIBA actively searches out guest reviewers with limited knowledge about beer.
Beer Brainstorms – Reviewing beer alone can be boring, so I invented a new and unique form of beer reviewing. The Beer Brainstorm brings two people together via the internet to review a beer together.
Some of the other content not listed above: beer-related contests, periodic restaurant and bar reviews, and other interactive features that engage the LIBA audience.
LIBA currently generates 8500 unique pageviews per month from 5400 unique visitors. Traffic is growing month-over-month at a rate of 5-10%.
Visitor origination spans dozens of countries each month. North American visitors dominate, accounting for 90% of all traffic.
RSS feed traffic adds an additional 1300+ views a month.
LIBA is promoted through two main social media networks: Twitter and Facebook.
Lost in the Beer Aisle has a strong twitter following that grows daily. Twitter follower count is currently 3200+. Twitter serves as a medium for promoting website blog posts and updates, as well as posting beer-related news on a daily basis.
Facebook offers an opportunity to reach beer fans who are not on Twitter and haven’t otherwise heard about the website. Lost in the Beer Aisle’s Facebook page was created in May of 2010. It provides unique features for LIBA fans such as discussion forums and photo albums of all the beers reviewed on the website.
Lost in the Beer Aisle also hosts social media events. Events are free, and are hosted at Boston-area locations. Craft beer fans from all over New England attend these events for a chance to meet other like-minded beer lovers.
Advertising Opportunities – Reviews & Giveaways
Beer for Review
LIBA will gladly review any beer should you wish to supply and ship the product. The product will be honestly and fairly reviewed. Reviews of advertiser-supplied product are reviewed within 1 week of receipt.
Other Products for Review
LIBA will review other beer-related products (e.g. glassware) should you wish to supply and ship the product. The product will be honestly and fairly reviewed. Reviews of advertiser-supplied product are reviewed within 1 week of receipt.
LIBA frequently holds product giveaway contests. Contests are open to all readers. If you have a product you would like to supply for a giveaway, LIBA can accommodate. Timing of contests will vary, but will be completed as soon as possible. Products may either be shipped directly to me prior to the contest, or shipped directly from your location to the winner.
Advertising Opportunities – Website Advertisements
There are a number of options for placing an advertisement on the Lost in the Beer Aisle website. Rates vary and are based upon CPM and the amount of audience exposure. Below you will find a list of opportunities:
Headline – Large banner at the top of the website, just below the LIBA horizontal menu.
Inline – Icon or banner placed inside each post (added benefit of reaching RSS feed readers).
Sidebar – 125×125 icon on the sidebar of the website. Options for above the fold or below the fold are available.
Footer – Large banner at the bottom of the website.
Advertising Opportunities – Social Media Event Sponsorship
Lost in the Beer Aisle organizes social media events. Events are free, and are hosted at Boston-area locations. Craft beer fans from all over New England attend these events for a chance to meet other like-minded beer lovers.
I am always looking for sponsors for these events. Contact me for details if you are interested in this opportunity.
I’m a 30-something year old guy from the Boston area. Married. No kids. By day I’m a manager for a software company. Besides beer, I love golf and World War 2 history.
In 2009 I started getting into craft beer. In the beginning I took pictures of empty beer bottles and posted them to my personal Facebook account. Soon, I started adding a couple sentences of detail to go with the pictures. A couple of sentences turned into a couple of paragraphs and my wife soon suggested that I start a blog; I was already doing most of the work! Lost in the Beer Aisle was born.
As I started really getting into the blogging, I found that the internet was full of beer “cliques” – Groups of people (and entire websites) that made me feel stupid or unwelcome. I decided that the mission of my blog would be to do exactly the opposite: create an environment where everyone feels at home and doesn’t worry about what they know and what they don’t know about beer.
If you are interested in the marketing opportunities that Lost in the Beer Aisle provides, please do not to hesitate to contact me.
Joshua Dion – Owner