Obviously your underlying goal is to be great and successful. To do so, you should try to build a name or reputation for yourself. Having a good reputation, or any reputation at all for that matter, will be one of the main things that save you in the end. A good reputation becomes one of the consumers deciding factors.
To establish a reputation for your beer marketing, you need to establish your brand or put it out there. What makes your beer different from the others? Why should people start drinking yours? Along with building a great reputation, you should have credibility. Credibility just means you have enough people that agree your beer is awesome.
Good credibility is not hard to attain as it sound, like taking part in celebrity endorsements, sponsors, surveys, giveaways. Advertised giveaways work best because you’re giving away free promotional products. People often have very little negative feed back when it comes to giveaways because whatever it is they are receiving is free, so there is some good to it.
Even though a good reputation is what you strive for, take into account the famous quote of the Barnum & Bailey Brothers: "I don’t care what you say about me, just make sure you spell my name right". This simply means that if enough people know about your brand, whether they like it or not, then their must be enough people that exist that like your product and talk about it enough to get others to know about as well. Often your own consumers work as the best beer marketers.