Great Lakes Brewing Co. Proves Roots Still Drive Revenue

CLEVELAND - Rezul -- Great Lakes Brewing Co., Ohio's original craft brewery, continues to leverage its deep regional identity and multi-channel marketing approach to stand out in a crowded national craft beer marketplace. In a recent interview on the Midwest Microbrew podcast, Brand Development Manager Michael Williams detailed how the brewery's founding stories, seasonal lineup, and 360-degree marketing strategy have kept Great Lakes relevant for nearly four decades.

Cleveland's Identity Baked Into Every Beer

Founded in 1988 by brothers Pat and Dan Conway, Great Lakes laid claim to being the first craft brewery in both Cleveland and the state of Ohio. From the outset, the brand anchored itself to place — choosing the name Great Lakes to signal regional ambitions beyond the city limits. That commitment to locality is threaded through the brewery's beer names.

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"Our identity is as Cleveland's original and premier craft brewer," said Williams.

360-Degree Marketing for a Regional Packager

As a larger regional packaging brewery with distribution across multiple states, Great Lakes employs a broader marketing mix than most independent craft brewers. The company runs a daily social media cadence across Instagram, Facebook, LinkedIn, and X, maintains two separate Instagram accounts — one for the packaged brand and one dedicated to the brewpub — and publishes a subscriber newsletter called MuchaBrew.

"If your beer is one of 200 different brands on the store shelf, you've got to do more to make your product stand out," Williams said.

The Brewpub: Beating Heart of the Brand

Operating in the same Ohio City buildings since its 1988 founding, the Great Lakes brewpub functions as both a revenue-generating business and the company's most powerful marketing asset. Williams described it as "the beating heart of the company," noting that some regulars have visited since opening day and that several bartenders are approaching 35 years of tenure.

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"For out-of-towners, it's the pilgrimage spot," Williams said. "The beer tastes better because it's fresher, but also because you're in the space where it all started."

Loyalty Built on People, Not Just Points

Great Lakes supports customer retention through a points-based loyalty program redeemable at its gift shop, a monthly birthday email campaign that includes a custom-branded koozie, and the MuchaBrew newsletter, which provides early access to new announcements.
Check out the full interview: https://midwestmicrobrew.com/great-lakes-brewing-company-loyal-by-design/

About Midwest Microbrew

Midwest Microbrew is a podcast and media platform dedicated to celebrating craft beer culture across the Midwest. Hosted by Henry Nosek, the show features in-depth conversations with brewers, brand builders, and industry insiders who are shaping the regional craft beer scene. Visit midwestmicrobrew.com to learn more.