Frequently Asked Questions

BEERSOFT Services, Brewery Marketing, SEO, AI Search, and Working With Us

BEERSOFT has compiled this comprehensive FAQ to give brewery operators, their teams, and their marketing partners clear answers to the questions they encounter most often. From service details and pricing to AI search optimization and getting started – this resource is designed for quick reference when you need clarity.

This FAQ covers eight areas: about BEERSOFT, our services, pricing and engagements, SEO and AI optimization, website and software, content and social media, analytics and reporting, and getting started. BEERSOFT updates this resource regularly as our services and the marketing landscape evolve.

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About BEERSOFT

General questions about BEERSOFT, our team, our relationship with Drupfan, and why we specialize in the brewery and beverage industry.

What is BEERSOFT?

BEERSOFT is a North American marketing agency that specializes exclusively in breweries, taprooms, pubs, and beverage brands. We provide digital marketing, software development, AI solutions, and web accessibility services designed specifically for the beverage industry. BEERSOFT is the marketing division of Drupfan, a Canadian technology and digital services company.

What is the relationship between BEERSOFT and Drupfan?

BEERSOFT is the marketing division of Drupfan, a Canadian software development company with approximately 60 employees. This partnership gives us direct access to a full software development team, AI capabilities, and technical resources that purely marketing-focused agencies lack. Drupfan has offices in Fredericton and Saint John, New Brunswick.

Why does BEERSOFT only work with breweries and beverage brands?

Specialization produces better results. The brewery industry has unique marketing requirements – seasonal product cycles, taproom-driven revenue, community-based customer relationships, platform-specific engagement on Untappd and beer rating sites, and regulatory restrictions on alcohol advertising. By focusing exclusively on this industry, our team understands these nuances from day one and does not need to learn them on your budget.

What types of beverage businesses does BEERSOFT work with?

We work with craft breweries, microbreweries, brewpubs, taprooms, tasting rooms, beer gardens, cideries, meaderies, distilleries, beverage producers, kombucha breweries, non-alcoholic beverage brands, regional brewery chains, contract brewing operations, and beverage distribution companies across North America.

What geographic areas does BEERSOFT serve?

BEERSOFT serves breweries and beverage brands across North America, with a primary focus on the United States and Canada. Our digital-first approach means we can work effectively with clients regardless of location, but our deepest expertise is in the North American craft beer and beverage market.

Does BEERSOFT have physical offices?

Yes. BEERSOFT operates from three offices through our parent company Drupfan: Fredericton (50 Crowther Ln, Suite 140, Fredericton, NB E3C 0J1), Saint John (133 Prince William Street, Suite 801, Saint John, NB E2L 2B5), and Vancouver (1701 Welch St, North Vancouver, BC V7P 3G9). Our team works with clients across North America from these locations.

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Our Services

Questions about what BEERSOFT offers, how our services work together, and what to expect from each service area.

What services does BEERSOFT offer?

Our services include SEO and AI optimization, content marketing, email marketing, Google Ads and PPC, Meta advertising (Facebook and Instagram), social media management, brand strategy and positioning, graphic design and branding, photography and videography, website design and development, digital audits, AI chatbots and agents, DevOps services, cybersecurity, website support and maintenance, and web accessibility compliance.

Can I hire BEERSOFT for just one service?

Absolutely. Many clients start with a single service – such as a digital audit, SEO review, or content marketing engagement – before expanding into a broader relationship. We encourage this approach. Our services are designed to work independently or as part of an integrated strategy.

What makes BEERSOFT different from a general marketing agency?

We work exclusively with breweries and beverage brands. Our team understands craft beer culture, seasonal cycles, taproom operations, and the unique marketing challenges the industry faces. We combine industry-specific knowledge with technical expertise and AI optimization that general agencies cannot match. We also have in-house software development through Drupfan, which means we build and maintain the technology ourselves rather than outsourcing.

Does BEERSOFT build websites?

Yes. Through our Drupfan partnership, we design and develop custom websites, CRM integrations, mobile apps, and customer portals specifically for brewery operations. Our development team builds with performance, accessibility, and SEO in mind from the start.

Does BEERSOFT offer AI solutions?

Yes. We deploy AI chatbots for customer service, workflow automation tools, and intelligent systems that help breweries respond to inquiries faster, reduce operational costs, and operate more efficiently. We also offer AI agent solutions for more complex automation needs. Our AI solutions are built specifically for the beverage industry.

Does BEERSOFT handle web accessibility compliance?

Yes. We deliver AODA, ADA, and WCAG compliance for brewery websites. Accessibility is built into our website design and development process, not treated as an add-on. We also offer standalone accessibility audits for existing sites.

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Pricing & Engagements

Questions about how BEERSOFT structures engagements, pricing models, and what to expect financially.

How does BEERSOFT pricing work?

We offer flexible pricing tailored to your specific needs. After an initial consultation, we provide a custom proposal that outlines deliverables, timelines, and costs. We offer both project-based pricing (for defined-scope work like a website build or digital audit) and retainer-based pricing (for ongoing services like SEO, content marketing, or social media management).

Is there a minimum engagement size?

We work with breweries of all sizes and budgets. There is no strict minimum, but our services are most effective when there is sufficient scope to deliver meaningful results. During our initial consultation, we will help you identify the right starting point for your goals and budget.

Can I start with a small engagement to test the relationship?

Yes. Many of our clients start with a single service like a digital audit or content marketing review before expanding into a broader engagement. We encourage this approach and are confident our results will speak for themselves.

How long are BEERSOFT contracts?

Contract length varies by service. Project-based work (website builds, audits, brand strategy) has a defined timeline and deliverable. Retainer-based services (SEO, content, social media) typically start with a minimum 3-month commitment to allow enough time to build momentum and demonstrate results. We discuss terms during the proposal process.

What is included in a BEERSOFT proposal?

Every proposal includes a clear scope of work, specific deliverables, timeline with milestones, pricing, and KPIs we will track to measure success. There are no hidden fees. We want you to know exactly what you are getting and what results to expect.

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SEO & AI Optimization

Questions about search engine optimization, generative engine optimization (GEO), and how BEERSOFT helps breweries get found online.

What is SEO and why does my brewery need it?

SEO (Search Engine Optimization) is the practice of improving your website and online presence to rank higher in search results when potential customers search for terms like “craft brewery near me,” “best IPA in [city],” or “taproom with food.” Most brewery customers never scroll past the first page of Google. If you are not ranking for relevant searches, your business is invisible to potential visitors.

What is AI search optimization (GEO)?

GEO (Generative Engine Optimization) is the practice of optimizing your content to appear in AI-generated answers from tools like ChatGPT, Perplexity, Google AI Overviews, Gemini, and Copilot. As more consumers use AI to find brewery recommendations, GEO ensures your brand appears in those AI-generated results alongside traditional search.

Why do you emphasize both SEO and GEO?

Consumers find breweries through both traditional Google search and AI-powered tools. Optimizing for only one channel means missing potential customers on the other. BEERSOFT’s combined SEO and GEO approach ensures your brewery is visible wherever customers are searching – whether they type a query into Google or ask ChatGPT for a recommendation.

What is local SEO and how does it help my taproom?

Local SEO focuses on improving visibility for location-based searches. This includes Google Business Profile optimization, local citations, review management, and location-specific content. When someone searches “brewery near me” or “taproom in [city],” local SEO determines whether your business appears in the results. It is one of the highest-impact marketing activities for taproom traffic.

How long does SEO take to show results?

SEO is a long-term strategy. Most clients begin seeing measurable improvements in rankings and traffic within 3–6 months, with significant results building over 6–12 months. The timeline depends on your starting position, competition, and the scope of optimization. We provide monthly reporting so you can track progress from day one.

What is schema markup and do I need it?

Schema markup is structured data code added to your website that helps search engines understand your content more precisely. For breweries, relevant schema types include LocalBusiness, Restaurant, Event, FAQPage, and BreadcrumbList. Schema can trigger rich results in Google (like star ratings and event listings) and helps AI tools understand and recommend your business. BEERSOFT implements schema as part of our SEO and web development services.

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Website & Software

Questions about brewery website design, development, performance, and the software solutions BEERSOFT provides.

What should a brewery website include?

At minimum, your brewery website needs: your hours and location (prominently displayed), a current beer/drink list, an events calendar, an about page telling your story, contact information, high-quality photos, mobile responsiveness, fast load times, and clear calls to action like “Visit Us” or “Book an Event.” BEERSOFT builds all of these elements into every brewery website.

How long does a website project take?

Timeline varies by scope. A standard brewery website typically takes 6–12 weeks from kickoff to launch. More complex projects involving custom features, CRM integrations, or e-commerce may take 12–20 weeks. We provide a detailed timeline during the proposal process and communicate milestones throughout.

Will my website be mobile-friendly?

Yes. The majority of brewery website visits come from mobile devices. Every website we build is fully responsive and optimized for mobile performance. We test across multiple devices and screen sizes to ensure a consistent experience.

Do you provide website maintenance after launch?

Yes. BEERSOFT offers ongoing website support and maintenance services including security updates, performance monitoring, content updates, and technical support. We recommend a maintenance plan for all brewery websites to keep them secure, fast, and up to date.

Can BEERSOFT integrate with my POS or taproom management system?

Through our Drupfan development team, we can build integrations with common brewery POS systems, reservation platforms, CRM tools, and taproom management software. We evaluate integration needs during the discovery phase and include them in the project scope.

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Content & Social Media

Questions about content marketing, social media management, and how BEERSOFT creates content that drives taproom visits and brand loyalty.

What kind of content does BEERSOFT create for breweries?

We create blog posts, website content, social media posts and stories, email newsletters, event announcements, new beer release content and tasting notes, behind-the-scenes features, customer spotlights, video content strategy, and AI-optimized content structured for visibility in ChatGPT, Perplexity, and Google AI Overviews.

Which social media platforms should my brewery be on?

At minimum, most breweries should maintain an active presence on Instagram, Facebook, and Google Business Profile. Depending on your audience and goals, we may also recommend Untappd, TikTok, Reddit (especially r/CraftBeer and local subreddits), YouTube, and LinkedIn (for B2B and distribution relationships). BEERSOFT helps you prioritize platforms based on where your customers actually spend time.

How does BEERSOFT handle social media management?

We develop a content strategy and calendar aligned with your events, seasonal releases, and business goals. Our team creates, schedules, and publishes content across your chosen platforms. We monitor engagement, respond to community interactions, and provide monthly performance reports. You retain full approval over content before it goes live.

What is a content calendar and why do I need one?

A content calendar is a planning document that schedules when and where content will be published across all your channels. For breweries, it aligns posts with new releases, seasonal events, taproom promotions, local happenings, and holidays. A content calendar eliminates the “what should we post today?” problem and ensures consistent communication with your audience.

Can BEERSOFT help with Untappd?

Yes. Untappd is a critical reputation platform for breweries. We optimize your Untappd profile, manage beer check-in engagement, and integrate Untappd into your broader content strategy. Untappd ratings directly influence consumer decisions and should be actively managed.

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Analytics & Reporting

Questions about how BEERSOFT measures success, reports on performance, and uses data to optimize your marketing.

How does BEERSOFT measure success?

We track meaningful business outcomes – not just impressions and clicks. Our reporting focuses on leads generated, taproom traffic driven, email list growth, search ranking improvements, AI search visibility, conversion rates, and revenue impact. Every engagement includes clear KPIs and regular performance reviews.

What analytics tools does BEERSOFT use?

We primarily use Google Analytics (GA4) for website tracking, Google Search Console for SEO performance, and platform-specific analytics for social media, email, and paid advertising. We configure these tools to track brewery-specific conversion goals and provide unified reporting.

How often will I receive reports?

Most clients receive monthly performance reports with a review call to discuss results, insights, and next steps. For active campaigns (such as paid advertising or event promotions), we may provide more frequent updates. All reporting is transparent – you have full access to your analytics dashboards at all times.

What KPIs should my brewery be tracking?

The most important KPIs vary by your goals, but common brewery marketing KPIs include: website traffic (total and from local searches), Google Business Profile views and actions, social media engagement rate, email open and click rates, taproom foot traffic from digital channels, cost per lead, conversion rate, and return on ad spend (ROAS). BEERSOFT helps you define the right KPIs during onboarding.

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Getting Started

Questions about the onboarding process, first steps, and what to expect when working with BEERSOFT.

How do I get started with BEERSOFT?

Start by scheduling a free consultation through our website or by calling 506-470-8197. During the initial call, we discuss your goals, challenges, and budget. From there, we develop a custom proposal outlining recommended services, deliverables, timeline, and pricing. Once approved, we begin onboarding and kick off the engagement.

What should I prepare before our first consultation?

Having a general idea of your goals, current challenges, and budget range is helpful but not required. We are happy to guide the conversation and help you identify priorities. If you have existing marketing materials, analytics access, website credentials, or brand guidelines, those are useful to share but not essential for the first call.

How quickly can BEERSOFT start working on my project?

After our initial consultation and proposal approval, we typically begin onboarding within one to two weeks. Timelines vary based on project scope and current team capacity, but we always communicate clear start dates and milestones.

What does the onboarding process look like?

Onboarding typically includes: a kick-off call to align on goals and expectations, access setup for your website, analytics, and social media accounts, a discovery phase where we audit your current marketing and competitive landscape, strategy development and presentation, and then active execution begins. The entire onboarding process usually takes 1–2 weeks.

Who will I work with at BEERSOFT?

You will have a dedicated account lead who serves as your primary point of contact throughout the engagement. Behind them, you have access to our full team of marketers, designers, developers, and AI specialists. Unlike agencies that pass you to junior staff after the sale, BEERSOFT provides direct access to senior strategists throughout the relationship.

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