It has been two months since I last conducted a study on consumer habits. Since then, temperatures have dropped in most of the country while access to vaccines has increased. While it is unknown how long the impact of the pandemic will be felt, it at least appears the end is in sight. Now let’s look at some numbers.
Read MoreSocial distancing. Masks. Contact-free. These are all buzzwords defining the current taproom experience.
Most states still have restrictions on capacity. Others have limited individual party sizes. Effectively, all these regulations have reduced the number of guests that can visit and therefore have reduced your taproom revenue.
While keeping our distance has become the norm in 2020, everyone who chooses to visit your taproom for on-premise consumption is accepting that some sort of interaction will occur. Even during the shortest, COVID-era encounter, you have the ability to build connections with your guests (see the 30 Second Conversation). In this article, we will show the financial value of engaging at a high level and why it is vital even more so during a pandemic.
A few extra bucks from each visit could be the difference between closure and survival.
Read MoreIn a Craft Beer landscape that has looked a lot like a rollercoaster throughout 2020, it is ever so important to put your focus on running a successful business. I could fill this sentence with all the buzzwords of the year, but instead, let’s take a dive into some data.
I conducted a study to get a better gauge of current consumer attitudes and spending habits. This research includes 1342 unique submissions. 53.3% of respondents identified as male, 45.7% as female, 0.6% as non-binary, and 0.4% preferred not to say. The average age of respondent is 42.0 years old. All data was collected December 1 to 6, 2020.
Read MoreIt’s the holiday season, and in the true spirit of 2020, it’s necessary to think outside the box about the merchandise items you plan to offer your loyal fans. Brewery guests nationwide are already being more intentional when planning which taproom to visit and will be just as selective when considering if they will purchase additional Winter merch. You need to not only WOW them with your fantastic beers and customer experience, but also offer them a lineup of a seasonal swag they can’t say “no” to. We’re not talking your standard hats and hoodies. Think of that mind-blowing gift you opened on the holidays when you were 10. Yea, that kind of gift.
Read MoreTwo-thirds of 2020 has been spent trying to survive a pandemic. We are still trying to figure out what works best, and each day we are continuing a path of unknown. Unknown how long the pandemic will continue, unknown how long we will operate with restrictions, unknown how our customers will behave. But as brewery owners and entrepreneurs, we do not give up.
As the weather begins to get colder, it’s even more important that you are maximizing every customers' on-premise visit. Many of you have been fortunate enough to have your communities come behind you in overwhelming numbers to support you thus far. We cannot take their purchases for granted and need to continue running our best businesses possible to beat the cold.
Read MoreThe world has changed quite a bit since we’ve put out one of these (#1, #2). In prior editions, our lists featured primarily engagement and environment based unique observations our Secret Hoppers made while visiting breweries coast to coast. We have since updated our feedback to include comments on COVID-19 related procedures – everything from questions on sanitation/cleanliness to food safety to social distancing. Upon review, I believe the word “safe” is the most noted term when describing a positive experience. Here are 10 observations made since the pandemic began.
Read MoreWith summer being the prime months for most breweries, it can be easy to savor the moment and not think about the cooler months ahead. However, if you're not already planning for less ideal patio weather, then you're already behind. Creating a strategy to survive the rest of 2020, and beyond, is a necessity. While some brewers may be able to (unfortunately?) throw the kitchen sink in their next boil and see what happens, your business may not.
Reduced capacity in most cases has already reduced guests, reduced revenue, and reduced the ability to connect with your audience. Fall and Winter merely bring a new challenge and opportunity to once again pivot. Here are 10 potential strategies you can implement to be ready.
Read MoreI’ve been wanting to write this article for quite some time, and in the wake of recent events, I believe now is the time. Black Lives Matter has brought to light a side of our beloved industry that has been silenced for too long. A side that can be uncomfortable to face or acknowledge, a side steeped in elitist views and uncouth beliefs.
While craft beer is often portrayed as hip and idealistic, like other industries, it has its flaws. First off, we won’t always agree. Sure, craft beer is built on collaboration, community, and positivity, but that doesn’t mean we all get along. We are unique individuals who are allowed to have unique and individual viewpoints. It is our differences that help us learn from one another and create a stronger craft beer community.
Read MoreSpiderman, Marvin the Martian, Ghostface from Scream. What do they all have in common? You can’t fully see their faces, yet somehow, they manage to pump a little joy (or fear!) into our lives. They are able to create emotion without using their mouths. COVID-19 has changed the way we experience beer. No longer can we easily and safely interact with strangers, customers, friends, and family - a huge part of the community created in a taproom. No longer can a bartender flash a quick smile as a welcoming gesture or a subtle way to thank a guest.
The smile is near impossible to replace; however, we will discuss methods you can use to recreate the power of a friendly face. So how can we make up for the feelings that the smile creates? We can do this by utilizing your ability to heighten your guests’ five senses.
Read MoreMonday Night Brewing, out of Atlanta, Georgia, did a fantastic survey of 743 of their recent customers, where they answered questions about their expectations of taproom sanitation and changes to their expected visitation behavior.
I recreated their form with a couple additions and received submissions from 3377 brewery goers. It includes feedback from all states except Alaska. All data was collected April 28 to May 5, 2020.
Read MoreThere’s no need to state the crippling effect of COVID-19, we’ve all felt it. But in a time of uncertainty, we all must turn to innovation for hope. The craft brewing industry has had to completely pivot. Several breweries have begun shipping nationwide. Many are offering delivery, and nearly all breweries are encouraging curbside pickup.
From this crisis, the importance of having strong business acumen has risen even further to the forefront. No longer can you merely make quality beer. No longer can you merely put out a memorable taproom experience. You must now find unique ways to reach, engage, and deliver to your audience. Once we survive the current situation, those breweries that continue to invest in the business side of their operation will once again prosper and grow.
Here is a list of strategies your brewery should employ to maximize your guests’ “new normal” experience and your revenue during this tough time.
Read MoreCraft beer today is arguably just as much about branding as it is producing a high-quality product. Because of this, your brewery should aim to remain in your guests’ minds long after they take the last sip. This can be done via social media, mailing lists, and even encouraging your customers to proudly leave with a collection of bottles, cans, crowlers, and growlers. But don’t forget the merch.
Steve and Scott Schmidt of Promote The Brew are experts in helping breweries get the most of their merchandising. Here are 5 tips to maximize your merchandise sales.
Read More
To say craft beer is just about the beer is a huge understatement in today’s competitive market. Craft beer is about engagement, education, and expanding your audience. The value of your brewery lies much deeper than just the beer you are producing. A great part of your value is in the space you occupy. Taprooms are social gathering places where every minute left empty can reduce your bottom line. You’ve got the space, utilize it. As a brewery owner or manager, create a plan to entertain and impress your guests with a unique variety of events.
Read MoreWorking in craft beer is cool. Plain and simple. But how can you make it profitable, scalable, and a long-term success? Craft beer today is not just about selling a service or product, but about building lasting relationships. Through my company Secret Hopper, I constantly preach the importance of a brewery educating and engaging with their guests. Representing a brand that works alongside craft beer is very similar. It should be your goal to not only provide a quality offering, but to create unique ways to educate your potential customers about the value. Here are 10 strategies to better reach breweries.
Read More
One of my favorite things to do is find how the little parts of a taproom experience impact the big picture. The value of a bartender offering their name? A tab that’s on average 20 percent higher. The extra spending that results from merely offering a physical menu? A whopping 35 percent bump versus visits without. The effect of encouraging guests to take some beer home? The average guest is 5 times more likely to make the final, added purchase. These seemingly simple touches can transform a guest’s experience from enjoyable to memorable. Equally as important, paying extra attention to the little things can make a guest’s visit more profitable for your brewery.
Read MoreIs Star Wars a threat to craft beer? How about your local minor league baseball team? Does the new axe throwing place hurt your crowd? What about that trendy little craft beer bar a few blocks away? Even grocery stores are stepping up their experience game. From the movies to restaurants to any genre of entertainment, everything is an experience in competition with one another. For this analysis, we will use craft beer and the effect of the overwhelming selection of consumer experiences on the industry. “Craft beer” can easily be replaced with any specific business name, product, or service. The challenge is real and the need to create unique, memorable experiences is a must. We are not just in an economy where experience is a differentiator, but an economy where experience is a must.
Read MoreBeer quality matters. No longer can a brewery just make decent beer and expect to survive long term. While Untappd may be a great way to log your beer history, it is not a reliable data point to compare beer quality or a valuable predictor to how profitable a brewery will be. Beer quality is merely just one piece of the pie. Stop worrying about Untappd ratings and focus on what really matters – making craft beer memories that make guests crave to return. This is how to survive.
Read MorePeople love to talk about your beer. People love to come and enjoy your newest offerings. People also (typically) love to wear clothes in public. People rock their favorites shirts more than they enjoy their favorite beers. Here are 11 tips to help sell more merchandise.
Read MoreWe’ve conducted studies analyzing spending habits by age and gender. Remember that women spend slightly more than men? And 41 to 45-year olds spend the most. But what impact does the size of a party have on the amount a guest spends while visiting a brewery?
Read MoreA well-crafted liquid is without a doubt the anchor of our industry. Take away quality beer and we’re nothing. Next, engagement serves a key role in creating relationships that will keep guests returning to your brewery. However, we often don’t spend enough time going over how to get from Point A to Point B. Sure, making great beer brings people, and once they’re in, put out a great experience, but how can you get new guests through your doors in the first place?
Read More
