Innovative Ideas for a Memorable Taproom Experience

For many craft breweries, making high-quality beer is top priority. But great beer isn't everything. Over the years, the best taprooms have evolved into spaces for communities to gather. They are environments that can attract and hold the interest of a wide range of people.

Creating a memorable taproom experience with a great ambiance gets people talking about your business and inviting their friends, which in turn increases taproom visits and keeps guests coming back. So, how can you create the ultimate taproom experience? We believe there are three aspects that come together to create a memorable taproom experience:

• Events, workshops and tastings
• Community focused initiatives
• Innovation and adventure

Let's dive in!

In July 2024 we researched 289 breweries and found that 59% of breweries that had recently closed were not hosting events on a regular basis. With so much competition out there, you need to be offering top-notch experiences to your customers to keep them coming back time and time again. Organizing engaging and themed gatherings can help you stand out and transform your taproom into a go-to hotspot! Here are a few ideas to get you started:

• Home brewer showcase nights: Invite local home brewers to share their creations in a friendly competition. Offer tasting tickets for guests to sample a variety of home brewed beers and vote for their favourites. Its great fun, and a great way to celebrate collaboration in craft beer culture.
• Taproom trivia: An oldie but a goodie! Hosting weekly or monthly trivia is a great way to pull in all sorts of crowds. Let people vote on the trivia topics, and offer tours of your brewery with complimentary tasting sessions to the winners to get people engaged!
• Educational Sessions: Host lively workshops on the art of brewing beer, or classes on pairing brews with food. These sessions should be all about igniting curiosity and deepening appreciation for craft beer.
• Collaborate with Local Artists and Musicians: Live music, art exhibitions, and performances not only entertain guests but also support the local arts community. This brings a special vibe to a space and gives people in the community space to tell some part of their story.

Many people are seeking a third space because they simply want to foster genuine social interactions outside of their fast paced work and home lives. By hosting engaging events and nurturing a friendly atmosphere, taprooms can transform into beloved third spaces, providing a much-needed retreat and social hub that resonates with the heart of the community. Plus its a great way to earn loyal, repeat customers!

The community surrounding your brewery is likely a big part of your story. Sponsoring local charity fundraisers and projects is a great way to give back while enhancing your brand's reputation. Supporting causes that resonate with your customers fosters a sense of belonging and strengthens the connection between your taproom and the community. These efforts create a positive image for your brand, making your establishment a go-to venue.

When was the last time you walked into a business with poor signage, unable to tell what the business offered? We're guessing it doesn't happen often. To have a successful brewery you have to first get guests in the door. Clear signage is a great place to start. A space that is well-designed can greatly impact the overall customer experience. A memorable atmosphere consists of great lighting, comfortable seating, and décor that reflect your brand’s identity. Use each little aspect of your taproom's space to showcase your brewery's personality.

Having engaging staff welcome customers into your tasting room is crucial too. You don't want to be the brewery with a great vibe but terrible staff. Working in service can be challenging, it's important to train your staff to make each customer's experience memorable. There are a few quick wins that successful breweries do well:

• Visitors are quickly greeted upon walking into the tasting room
• Guests feel that staff understand their needs and make accommodations when possible
• They clean their bathroom on a regular basis
• Taproom staff talk to people in a friendly and welcoming tone
• They value feedback and use it to improve guest's experiences

Excellent customer service can turn occasional visitors into devoted regulars as they feel a personal connection to your taproom.

As the craft beer industry evolves, experimentation remains a vital piece of the brewery equation. Introducing limited-edition brews or featuring guest brewers can infuse freshness and excitement into your offerings, giving patrons a compelling reason to return. While beer remains the centrepiece of your business, it's necessary to put a variety of non-beer options out there to make your taproom more inclusive. Consider including non-alcoholic beers, craft sodas, and wine in your menu to cater to a wider range of preferences. This can be a fun way to collaborate with other local businesses in your area and support one another.

There has to be experimentation from a marketing angle too. Leveraging social media and digital marketing is essential for engaging with customers beyond the taproom. Regular updates, interactive content, and behind-the-scenes glimpses can generate excitement encourage new customers to plan to visit. Incorporating technology can significantly enhance the taproom experience. Gamification elements, such as a loyalty program app or interactive beer menus, can captivate tech-savvy customers and make their visits more engaging.

While plenty of people visit their favourite space because they simply brew great beer, there is a lot more that goes into crafting a truly memorable and enjoyable experience. Position yourself as a community hub, engage with your customers and ask them questions, and embrace innovation and you're well on your way to crafting an outstanding customer experience. Cheers to that!