Many breweries have learned that a steady lineup of weekly events can be just as important as what’s on tap when it comes to filling seats and building customer loyalty.
While beer releases and festivals bring in spikes of traffic, it’s the consistent, repeatable programming that creates dependable business and keeps locals returning midweek.
Allison Havens, taproom operations manager at Low Tide Brewing, said her team built its calendar around crowd-friendly activities that encourage routine.
Monday night bingo has become a signature event, tying back to the building’s history as a bingo hall.
“It remains a crowd favorite, bringing in families and friend groups, even during slower months,” Havens said. The brewery complements bingo with Tuesday cornhole tournaments that shift to darts in winter, and trivia on Wednesdays. Haven said all are anchored by a charismatic emcee who keeps the energy high.
A key to success for Florida’s Thirsty Buffalo has been creating events that combine fun with community impact. The brewery’s “Yay Fun Bingo” started as an experiment and grew into a staple at both of its taprooms.
The format works, says co-founder Erin Bishop, because it is simple, family-friendly and highly engaging.
“The name comes from Gabi, one of our original team members and a former middle school teacher, who always brings high energy and a signature ‘Oh Yay, Fun!’ vibe,” Bishop said. “She now hosts three times a month, and our guests absolutely love her.
“The event is simple, inclusive, and family-friendly which is a big part of why it works so well for us.”
Children win small prizes, while adults walk away with gift cards or merchandise. Bishop said the events often tie into local charities, whether through raffles or register round-ups.
“It’s that blend of community, connection and purpose that keeps our guests coming back and helps us make a lasting impact beyond the taproom,” she said.
Other breweries find success by leaning into predictability. Michelle Bruening of Pikes Peak Brewing pointed to “Member Mondays,” “Trivia Tuesdays” and “Food Truck Sundays” as examples of weekly staples that customers anticipate.
“People like routine and look forward to weekly events that are expected,” she said.
Trivia remains one of the most common draws across the country. Goat Patch relies on a Wednesday trivia night as a cornerstone, with plans to test out music bingo and game-day gatherings as it builds programming. Roosters Brewing follows a similar model with trivia, bingo and live music spread across the week.
Taproom manager Braden Anguiano said consistency has been key.
“Our guests have regular events they can look forward to and often schedule them into their weekly plans,” he said.
For breweries with larger spaces or multiple locations, variety helps reach different audiences. For Katy, Texas’ No Label Brewing, midweek bingo nights raise money for local charities, while weekends shift focus to energy and family fun and each day has its own identity.
“Fridays and Saturdays are about energy: markets, live music, food trucks, limited beer releases,” said Vice President and Marketing Director, Tom Paynter. “Sundays are family-focused with petting zoos or bounce houses.”
READ MORE: How To Start Hosting Events At Your Brewery Or Taproom
The most important factors, many pointed out, are consistency, community connection and creating events that fit the taproom’s personality.
A trivia night, bingo game or cornhole tournament might look different from place to place, but the goal remains the same: giving customers a reason to make the brewery part of their weekly routine.
The mix doesn’t need to be complicated. A successful event calendar is less about originality and more about consistency, energy and community connection. If people keep coming back, the plan is working.
Event Nights Checklist
- Bingo Nights: Easy to run, low overhead, and flexible for prizes. Works best when tied to history, personality, or a local cause.
- Trivia: A proven staple that appeals to locals and builds weeknight traffic. Consistency and a strong host are essential.
- Game Nights (Cornhole, Darts, Music Bingo): Seasonal or rotating options keep regulars engaged.
- Charity Tie-Ins: Pair an event with a fundraising element — raffles, donations, round-up campaigns. Adds community impact and differentiates your taproom.
- Live Music: Works well mid- to late-week. Scale from solo acoustic sets to larger weekend draws depending on space.
- Food Truck Features: Partner with rotating vendors to add variety and extend stay times.
- Family Sundays: Create an all-ages environment with bounce houses, petting zoos, or kids’ prize boxes.
- Membership Perks Nights: Exclusive discounts or early access events for mug club members or loyal guests.
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