2026 Marketing & Campaign Calendar

A signature, ownable event each season gives the year a backbone and a reason to keep coming back. Each ties to the brand — the mountain goat, the adventure streak, the anniversary, the German "Bock" (which literally means billy goat), and the GOAT loyalty program.

The planned weekend nails the hardest thing — getting hundreds of people through the doors of all three taprooms with live music, food trucks, and local art. What's thin is the layer that turns that foot traffic into beer sales, merch, to-go, memberships, and a captured email list. None of this competes with the vibe; it rides on top of it.

Most of these are free to plug into, and several land in the slow months or hand the distribution team a built-in to-go push. GPB is active with the Colorado Brewers Guild, so the Colorado events below are home turf.

Think of this as a menu of options, not a schedule to roll out. Campaigns are the spikes; a steady weekly cadence is what could fill the quieter nights between them. A few of these already run at GPB — the rest are possibilities to weigh against staffing and budget. Pick what fits; ignore what doesn't.

This is the backbone, not the ceiling — production usually brews more than what's planned here, so treat it as a starting grid for which beer headlines which campaign. Year-rounders are always on; the seasonal and limited releases are the ones to build promotions around.

● = in market that month. Pikes Peak Gold is retired (replaced by Tejon Mexican Lager). Specialty bottles (Orange Is the New Stout, Pappy Legba, Baaah-ley Wine, Baltic Porter) pour while supplies last — ideal for Stout Day, Repeal Day, and holiday gifting. Tejon's exact launch month and any added beers should be confirmed with production.

Taproom campaigns give the sales team a reason to walk into accounts. Each season has a natural hook — line the wholesale push up behind the taproom story so the brand shows up everywhere at once. Lead with sixtels (1/6 BBL) wherever freshness and tap-handle turnover matter.

The calendar says what to promote and when; this is how each promotion actually shows up. It's built for a small team on a light budget — so each channel is tagged by lever: what's already a GPB strength (social), the biggest gaps to close (email frequency, paid + SEO), what's free, and where paid spend earns its keep. Nothing here needs a big team — it needs a rhythm.

A conceptual view of the marketing rhythm — which tactic does what each month, lined up behind the campaigns and releases. It's a picture of what a healthy year of execution looks like, not a finished plan, so the team can see the cadence at a glance and fill in the detail. ★ marks the two biggest moments (the anniversary and G.O.A.T. Day).

Cadence: weekly consumer emails (segment by location where possible) · bi-weekly B2B emails · monthly ad campaign + always-on Google/FB/IG · ongoing organic social & website · press as the hooks land. Always-on paid search runs underneath it all (\u201cbreweries near me,\u201d \u201cprivate event venue Colorado Springs\u201d).

Whether it's a seasonal beer (say the Summer Drink launch or Pecheloid), Goatoberfest, or the anniversary weekend, the same four-phase rhythm applies. Run this play for each big moment on the calendar and the channels reinforce each other instead of firing at random.

Two framings worth keeping straight: email isn't weak, it's infrequent — the fix is cadence, not a rebuild. And social is already working — the growth edges are email frequency, app pushes for midweek traffic, and a first dip into paid + SEO, especially for private-events search.