Having a captive audience can be a monetary driver for your brewery. That captive audience can start in your own walls with a strong marketing presence in your taproom.
“It’s an excellent opportunity for face time with your customer base that connects them to your products,” said Hathaway Dilba, a partner and Director of Promotions for Ale Asylum in Madison, Wisconsin. “If done correctly, it leads to brand loyalty in off-premise purchasing habits.”
A strong image in a taproom is important because in bars and restaurants a brewery only gets to showcase a tap handle, a logo on a pint glass or a bottle label.
“That is not the best description of what the entire brewery is all about,” added Aaron Pozit, the Hospitality Director of Captain Lawrence Brewing in Elmsford, New York. “Taprooms become the face for anyone who wants to learn more, not just in written materials but the engagement the customer gets with physical interaction with employees and seeing the brewery up close is always a special treat.”
Developing that repertoire with customers can help with future sales.
“Our staff is very knowledgeable about all things Captain Lawrence and they are the main way we get the word out to our customers about everything brewery related,” Pozit said. “We do promote through social media, our website and in house promotions to inform the customers as much as possible [as well].”
Since Alabama is still relatively new to the craft beer scene, said Good People Brewing‘s Lauren McCurdy, the brewery’s main goal is to continually educate drinkers that visit the taproom.
“We include ABV, SRM, and IBU on our tap wall. We also put out menus on the bar and tables for people to get a brief overview of each beer we offer,” she explained. “But, our main source of education comes from our bartenders. We ask that each bartender get their Certified Beer Server certification, so they are well versed on basic styles and proper pouring techniques.
“We want our bartenders to be well engaged with the customers, so they can answer any questions and make suggestions.”
McCurdy said the brewery’s taproom is the front line for marketing.
“This is where beer drinkers come to get a sense of our brand and what we’re all about,” she said. “Our taproom is where customers can come try any of our year-round offerings, but also sample any number of experimental beers. We like to host our everyday customers along with giving our retail partners a behind the scenes look.”
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