During Florida’s sweltering August heat, Erin Bishop knew she needed something easy, festive, and different to draw more guests into Thirsty Buffalo Brewing Company.
“Sometimes the simplest ideas turn out to be the most effective,” said the co-founder and CEO of the brewery with locations in Odessa and Land O’ Lakes. The taproom launched a “Sunday Funday Luau,” transforming the indoor space with beach decor, Luau music, and leis for every guest.
Cornhole boards moved inside to beat the heat, and a special “Beach Please” beer flight featuring tropical-style offerings encouraged both regulars and newcomers to take part.
“It was festive, welcoming, and accessible whether you were a regular who knows our beer lineup or a new guest looking for a fun experience,” Bishop said. “Events like this allow us to create a laid-back, enjoyable atmosphere that draws in new visitors while giving our regulars something fresh and memorable.”
The challenge of tailoring events and promotions to appeal to both repeat customers and new faces is one shared by taproom operators across the country. For breweries aiming to create consistent traffic through their doors, a clear trend emerges: offer familiarity for regulars while layering in something new or unexpected to give fresh visitors a reason to engage.
The tactics can vary, be it from social media outreach to themed parties, seasonal beer releases, charitable partnerships, or interactive experiences. But the goal remains the same: provide customers with reasons to return and reasons to invite someone along.
For Low Tide Brewing, Taproom Operations Manager Allison Havens emphasized that a layered strategy works best.
“We go all out for big events, incorporating ‘wow’ factors and unique experiences guests won’t find anywhere else,” she said. That could be glitter beer for St. Patrick’s Day, or signature events like Oktoberfest or Kölsch Night. “Regulars return for the fun they know and love, while fresh entertainment elements attract new visitors.”
The South Carolina brewery’s monthly community-driven charity fundraisers, along with hands-on workshops like candle-making and pottery painting, help bring in guests who may not typically frequent breweries.
“We partner with third-party vendors to bring in new audiences beyond beer lovers,” she said.
Tom Paynter of No Label Brewing in Texas also emphasized a balance between the expected and the surprising.
“Regulars get consistency — they know what to expect on a Wednesday or a Friday,” he said. “But we also drop in things like superhero costume contests, Die Hard-themed Christmas parties, lunar new year celebrations, Harry Potter nights, or a temporary beer-only passport program to bring in new faces and keep the energy fresh.”
That variety helps boost turnout while offering shareable experiences.
At Pikes Peak, Michelle Bruening leans on community engagement and communication.
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“To gain new visitors, I like to post to Facebook groups. Also, creating events on Facebook is helpful to reach new customers,” she said. For regulars, the brewery uses its mobile app to keep them informed about upcoming promotions.
Wynkoop Brewing leans on tradition and experimentation in equal measure.
“Day of Darks, a dark beer festival that we’ve been hosting for over 10 years, has a great following,” said head brewer Kat Hess. At the same time, newer ideas like a “Hot Ones”-inspired wing challenge have brought in a fresh crowd.
“I feel that with the history our brand and location has, we always have to straddle keeping events that have meaning while trying something new to potentially reach a new demographic,” Hess said.
Braden Anguiano of Roosters in Ogden, Utah, said staff-wide input fuels both tradition and innovation for event creation.
“Every year we introduce new and familiar events to entice people to participate in,” he said. “Events such as our annual Mardi Gras party or our Fall Fest give people something to look forward to and allow us to change things up with new food items, drink specials, and of course, new beer.”
Whether ideas come from leadership or taproom staff, the mix keeps the calendar dynamic and customer interest strong.
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