How does the Gese platform help unite craft beer fans and private breweries? Gese Follow May 21, 2018 · 5 min read

Over the past decade craft beer has gained enormous popularity within many countries including Russia. Consumers increasingly prefer purchasing beverages from small private breweries offering a wide selection of high quality beer. In order to better understand the large assortment of beer types and their flavors, craft beer connoisseurs unite within online communities.

Existing social platforms lack the flexibility and convenience of use. The tools offered by conventional social networks are not suitable for the promotion of craft beer for several reasons:

Targeted alcohol advertising is frequently prohibited;

The algorithms that form the news feed may have a negative impact. Craft beer simply cannot be as popular as world-known brand-name beverages. However, conventional social networks often place a higher priority on the news about products designated for the mass market;

There is a difficulty in identifying target audience. Even the most thorough analysis of a social network profile does not offer an accurate portrait of the user taste preferences, thus reducing the effectiveness of an advertising campaign. This problem is especially relevant and acute for small breweries with a limited marketing budget.

As a result, producers of craft alcohol create their own pages for promoting products that are used as advertising displays and do not generate much public interest. By leaving out disparate small communities of beer lovers, business miss out on getting their feedback. As social platform that unites alcohol producers and buyers, the Gese project intends to change this situation.

Gese — an active community of craft beer lovers

Gese is a community of people united by their interest in high-quality spirits. The worldwide database of alcoholic beverages is the central element of our project and is available on our mobile application. With the help of the social platform Gese, users can now share their views regarding beverage quality, maintain their own blogs about alcohol and communicate directly with the manufacturers of craft beer.

Any beneficial activity within the system is rewarded with cryptocurrency: the reward amount corresponds to the usefulness of the user’s publication. The blockchain technology allows the system of ranking and rewards to be as transparent as possible.

Gese is not only a social platform, but also a convenient search system for alcoholic beverages. The built-in geolocation service will tell you what sorts of craft beer can be bought nearby, and artificial intelligence will suggest the user a beverage that most closely matches his taste preferences.

Here is the list of the key Gese features available to all application users:

• searching alcoholic beverages;

• obtaining information about a particular beverage by scanning an NFC tag attached to the bottle;

• publishing reviews about alcohol;

• maintaining thematic blogs;

• getting tips on choosing the right beverage based on the individual taste preference profile;

• viewing the product selection and pricing in nearby shops, bars and restaurants;

• receiving cryptocurrency rewards for writing posts, reviews and comments.

As a result, the Gese platform users get a convenient tool for finding interesting drinks and communicating with like-minded people. Successful authors can turn their hobby into a profitable occupation while helping other users choose quality craft beer.

The benefits of Gese for craft beer manufacturers

When creating the Gese application, we took into account the interests of all industry participants. Craft beer is one of the most promising areas of the alcohol market, interest in which is expected to grow further in the coming years. For local manufacturers, this trend will result not only in sales growth, but also in a tougher competition. The problem that private breweries often face is lacking sufficient marketing budgets, which prevents them from fully accessing traditional advertising channels.

The Gese platform offers small and medium-sized businesses many free channels for product promotion. Each manufacturer gets its own page within the system, allowing users to get familiarized with the full assortment of offered beverage products. Gese offers businesses a number of effective marketing tools:

• Blogs that contain stories and facts about alcohol. Regular publication of interesting posts allows businesses to generate a loyal following and attract consumers interested in unusual types of beer;

• Direct communication with customers through comments and reviews. Availability of feedback mechanisms is known to positively affects brand reputation as it allows consumers to feel that their opinion is important for the beer manufacturer;

• Placement of information about sale points and prices. Potential buyers will not pass by your store: the app will notify them that they can buy delicious craft beer nearby;

• Paid advertisement within the platform — for example, businesses can pay for increasing the priority of their product placement within recommendation lists. This tool increases returns on free promotion and remains affordable for small and medium-sized businesses.

Moreover, entrepreneurs can raise funds for business development with the help of our crowdfunding. Our blockchain ensures high level of financial transparency, thus increasing the user trust for the project. Crowdfunding is an excellent way to attract the target audience: investors involved in financing a local brewery or pub are more likely to become the first clients of the business after its opening.

As a result, manufacturers can conduct an effective advertising campaign within the Gese platform, spending a minimal amount of financial resources. Most of our promotional tools can be used absolutely free of charge. In this case (unlike in the case of using conventional social networks) businesses will receive an influx of quality target audience interested in buying their alcoholic beverages.

The Gese platform brings together craft beer lovers and small local breweries, allowing them to learn more about each other. The buyers can quickly find interesting varieties of beer for sale and share their views about the purchased drinks, while manufacturers acquire access to powerful promotional tools for their products.