Taprooms that thrive in the long term often share a common thread: having a devoted crowd of regulars who treat the space like a second home. Many breweries invest in more than just beer quality to keep their most loyal patrons returning. They’re curating environments where customers feel recognized, respected, and connected. From learning names to sharing decision-making, those who prioritize regulars aren’t just chasing foot traffic. They’re building loyalty.
“Creating bonds with guests when they are here in the taproom — that’s where it starts,” said Sam Chirichiello, taproom manager for Goat Patch Brewing in Colorado Springs, Colorado. “Having the staff introduce themselves and ask their names in return is a great way to break that ‘just a customer’ barrier and turn them into people who return and are remembered.”
This approach to recognition isn’t just a feel-good tactic. It drives repeat business and fosters a unique kind of brand loyalty that can’t be replicated through marketing alone. For some breweries, it begins with a strong front-of-house culture.
“The most important thing that keeps our customers coming back is the effort we put into making each person feel remembered,” said Braden Anguiano, general manager of Roosters B Street Taproom in Ogden, Utah. “Not just learning names, but preferred drinks and food selections. There’s something special about walking into the taproom, being greeted by name, and finding your drinks already made because the bartender recognized you as you were walking in.”
That level of personalization requires staff stability, he noted.
“It’s important that we retain a core staff of people who the customers recognize and have an established relationship with.”
At Low Tide Brewing in South Carolina, the focus is on fostering both comfort and reward. “Building strong relationships with our guests is at the heart of what we do — no one leaves a stranger,” said Allison Havens, operations manager. “We’re implementing a loyalty program that rewards frequent visits with perks like free beer, limited edition merch, private tours, and unique experiences. We also host exclusive appreciation parties for our regulars, ensuring they feel valued and celebrated.”
While many breweries focus on building relationships, others are literally branding them.
“We call our customers ‘neighbors’ because we are their neighborhood bar,” said Michelle Bruening of Pikes Peak Brewing. “People love when they are remembered.”
Tom Paynter of No Label Brewing in Texas echoed that sentiment.
“We’ve leaned hard into celebrating our regulars. They’re the lifeblood of our taproom,” he said. “Events like our Run Club, Local Charity Bingo on Wednesdays, and monthly markets are designed to create a rhythm people can build into their routine. We also make an effort to remember names, dogs, kids — whatever makes folks feel like they’re not just customers, they’re part of the crew.”
Even in taprooms with high tourist traffic, regulars still matter. At Wynkoop Brewing in Denver, the location attracts out-of-towners, but their legacy status helps retain loyal locals.
“Our name recognition has helped us greatly weather the change of our neighborhood from a ‘regular’ culture to a ‘tourist’ culture,” said Kat Hess, head brewer.
Others take pride in welcoming regulars no matter their background or beer preference.
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“We never shame anyone for not knowing about craft beer, drinking domestic options, or even choosing not to drink alcohol at all,” said Erin Bishop, CEO of Thirsty Buffalo in Florida. “Our culture is very much a ‘come as you are’ environment. Many of our regulars lovingly refer to our taproom as their version of Cheers, and that means a lot to us.”
Bishop said their inclusivity stretches from diverse beverage offerings. That includes things like hop waters, seltzers, and non-alcoholic options, to creative ways of involving guests.
“We include our customers in fun ways, from helping choose returning beers to featuring them in our social media content,” Bishop said. “Our customers are not just visitors, they are part of our community and part of the success story we are building together.”
Being known, seen, and appreciated can turn a casual guest into a lifelong supporter. Whether it’s a beer poured before the customer even orders, a shoutout in a social post, or an invitation to a members-only night, breweries building “regulars culture” are doing more than serving pints, they’re building relationships.
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