From San Diego to Philadelphia, every week might feel like beer week, but THE beer week is something not to be missed.
Beer week can be a great opportunity for your brewery’s tap room.
City-wide beer weeks tend to be organized around a major event, like a Saturday/Sunday beer festival, with events throughout the week leading up to the event. Getting involved in beer week as a brewery is a great way to market new beers, talk about your brand, and bring people to your taproom.
While you should definitely be selling beer into bars and restaurants for beer week, hosting events at your brewery taproom is a must. Not only does it provide you a chance to sell more beer (if your state allows), but it also to tell your story, position your brewery as a leader, and create new fans.
Hosting beer week events at your brewery is a great way to show off your taproom to your community, and show off your new and favorite beers. The larger benefit of using beer week to bring people into your space is the chance to share your story.
Send a Clear Message
Whether it’s a tour of the brewery that shows off your growth as a brewery, or reminding people how long you’ve been serving beer in your city, your tap room can serve as a great way to convey your message to your community. Every brewery has a story to tell, about new beers, established traditions, or exciting projects. Displaying awards and achievements, and encouraging your staff to promote your story can help to give customers a glimpse into your story. After all, participating in beer week is all about celebrating beer!
Telling your story can go beyond talking about new products. It can also help to position your brewer as a leader in the industry, and your community.
Including a brewery tour, or beer education event, as part of your city’s beer week is a great way for you to stand out as a company that cares that their consumers are informed and educated. Craft beer drinkers are generally interested in learning more about the beer they’re consuming and how it’s made. Where better to do that than at your production facility?
Host Featured Events
Having a “meet the brewer” event, or a brewer led tour is a great way to educate consumers, and give them a glimpse into what really goes on at a brewery. It also provides a unique event that restaurants and bars can’t. Just don’t double book your event with one featuring your beers in the market. Not only does it look a little strange to potential visitors, you also want all of your biggest fans at your taproom event!
Often, beer week events bring people to places they don’t normally go for a beer. Having your tasting room as a location for a beer week event is a great way to bring new people in to your tasting room and create new fans. Customers that show up for your beer week event but have never been to your taproom before have the chance to become life-long fans, if you create a well-run event.
People who enjoy an event in your taproom are likely to order your beer again at a later date when they remember the good experience they had. They’re also likely to follow you on social media, which gives you the chance to continue to create good experiences!
Participating in beer week isn’t all about selling more beer, it’s also a great marketing tool for brewery taprooms. The chance to educate consumers about what makes your beer great, and create new fans is a huge benefit. It’s also a great time to get involved with social media. Even if you don’t have any tap-room specific platforms, using the beer week hashtag and engaging with folks at your event can grow awareness for your brand and tap room!
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