4 Keys to Building Community in a Brewpub Setting

Creating a strong sense of community is a key differentiator for any brewpub looking to build lasting customer relationships. 

Successful breweries understand that their role extends beyond serving beer—they are gathering places, cultural hubs, and creators of shared experiences. 

“If there’s an opportunity to use our space to connect people, we make it a priority to add it to our calendar,” explained Twin Oast Marketing Manager, Lilliana Cruz.

Twin Oast is a destination brewpub located about 30 miles away from the popular Cedar Point amusement park and close to the Lake Erie islands in Ohio. Its marketing strategy is centered on a commitment to the community. 

“From fundraisers like ‘Brewing Up A Cause,’ which support local organizations, non-profits, and initiatives, to event series that highlight community talent — such as Crafts with Drafts workshops for crafters and Dinner with a Brew for beer enthusiasts and foodies — we aim to offer something for everyone,” Cruz said.

Regular programming helps create an environment where customers feel a sense of belonging. Twin Oast hosts free weekly game nights and large-scale festivals designed to attract a diverse crowd. This approach ensures that there is always something happening to draw customers back into the taproom.

At 42 North Brewing, founder John Cimperman has taken a similar approach but with a focus on the outdoor community. 

“We have really focused on creating community with the active outdoor community in the Western New York region,” Cimperman said. “We host meetups for groups and donate a portion of sales during these nights to their non-profits.”

A prime example is 42 North’s annual Barrel Jam Festival, a barrel-aged beer festival that integrates outdoor adventure, including a snowboard ramp built in the beer garden. The fusion of beer culture with outdoor recreation has helped 42 North carve out a niche that resonates deeply with its customer base.

Making the Taproom a Community Hub

A brewpub’s physical space plays a crucial role in fostering customer engagement. At Twin Oast, Cruz said the importance of creating an inviting atmosphere can cater to a wide range of patrons.

“We strive to make our brewery a welcoming space for everyone in our community and beyond. We achieve this by hosting a wide variety of events, complemented by our diverse food and beverage offerings,” she said. “Our expansive property is a key part of this, providing the flexibility to accommodate everything from small, intimate gatherings to large-scale events — creating opportunities for connection in every corner of our space.”

This strategic use of space ensures that whether customers are seeking a quiet place to enjoy a beer or a lively event to participate in, they can find what they’re looking for at the brewery.

Partnerships Strengthen Community

Collaboration with local businesses and non-profits further strengthens a brewpub’s role in the community. 

Cimperman told Brewer that they have fostered strong relationships with regional ski resorts and the Western New York Mountain Bikers Association (WNYMBA). Their annual EA2EVL Fondo, a 42-mile charity bike ride, has raised over $250,000 for Rails to Trails since its inception.

WATCH: Brewer Mag Video Podcast with 42 North Brewing

“This event has been a huge success, not just in terms of fundraising, but also in how it strengthens our connection to the cycling community,” Cimperman said. “It’s a great way to engage with a passionate audience that appreciates both craft beer and outdoor adventure.”

Twin Oast has developed a strong partnership with Eriesponsible Inc., a local environmental non-profit, which has resulted in both beer collaborations and community events.

“One standout example is Eriesponsible Inc., a leading non-profit we collaborate with annually,” Cruz said. “Together, we brew Eriesponsible Pale Ale, with a portion of the proceeds supporting their conservation efforts. 

“We also co-host Coast to the Oast, an annual biking event that sees an incredible turnout. This year, the event has expanded to include 10k, 30k, and now 50k biking routes, reflecting its growing popularity.”

These partnerships not only reinforce a brewery’s commitment to social responsibility but also introduce the brand to new customer segments that align with the values of the partnered organization.

Four Keys to Zero in On

For anyone looking to enhance community engagement, the strategies implemented by Twin Oast and 42 North offer key insights:

1. Develop an Event Strategy – Regular events, whether small-scale weekly activities or large festivals, help create a consistent reason for customers to visit and engage with the brewery.
2. Optimize Your Space for Engagement – A welcoming and versatile taproom encourages a sense of belonging and allows for different types of gatherings.
3. Partner with Local Organizations – Collaborating with non-profits and businesses strengthens community ties while also expanding brand reach.
4. Find a Niche and Own It – Whether it’s outdoor adventure, live music, or arts and crafts, leaning into a specific community interest can set a brewery apart.