Typically taproom sales are a brewery's main source of revenue. So how can you draw people in? We researched 289 breweries in attempt to answer the question: what is the difference between breweries that make it vs breweries that don't. Through this research found that events can have a significant impact on a brewery's success. In this article we explore:
The short answer is: absolutely. Our research shows that regular events can have a significant positive impact. We researched 289 breweries in attempt to answer the question: what is the difference between breweries that make it vs breweries that don't? 59% of the breweries we researched that closed within the past year were not hosting events on a regular basis.
Events offer customers a reason to visit your space, even when they might not be thinking about beer specifically. Regular events like trivia, open mic nights, or beer and cheese pairing workshops create a recurring sense of excitement and anticipation. They give people something to talk about and share with friends—free marketing! And in today’s competitive craft beer landscape, offering more than just great beer can make all the difference in creating a loyal fanbase that keeps coming back.
While trivia, comedy nights and live music are classics, breweries that get creative with their events tend to stand out. We've put together some fresh ideas for 2024:
Consider unique ways to celebrate seasonally too. Put on an anniversary party for the brewery, Play a spooky movie around Halloween. Plan special celebrations around upcoming beer releases.
With regular events your taproom will soon become a vibrant space that's an unforgettable part of your community. The key is to create an experience that complements your brewery’s vibe and customer base.
Throwing events is one thing, but understanding their impact is where the magic happens. Using tools like point-of-sale systems, email marketing, and social media analytics can help you gauge the success of different types of events.
When you're planning your events, keep traceability in mind. How will you track the volume of sales that the event brought in?
First, look at sales numbers on event nights compared to regular nights. A spike in revenue can be a great indicator of success, but it’s also worth tracking repeat business. If your events encourage customers to visit more frequently, you’ll see a steady flow of familiar faces. You could also track how the spike in sales changes depending on the type of event your running.
Another key metric is engagement. How many people RSVP or express interest in your events online? Track social media shares, check-ins, and mentions. These are all signs that your taproom is creating buzz and reaching new audiences.
Lastly, listen to feedback. Ask your patrons what they enjoyed or what could be improved. Their insights can help fine-tune future events, ensuring each one is better than the last.
Planning regular events isn’t just a fun idea—it’s a smart business strategy. By offering unique, experiences that bring people together, your brewery can create a memorable community hub that goes far beyond the beer itself. So, whether it’s delicious food and lager tasting sessions, creative workshops where customers can learn something new, or a simple movie viewing, don’t underestimate the power of events in shaping your brewery’s future success. Interested in learning how Brew Ninja can help your business? Book a demo with a member of our team!
