The Key to Successfully Running a Brewery
Out of the alcohol drinkers in the United States, beer remains the most frequently consumed drink. 37% of drinkers in a poll stated that they drink beer most often over liquor and wine.
Beer is a versatile drink with hundreds of different styles for people to choose from. There really is something for everyone, so why aren’t customers visiting your brewery?
Running a brewery successfully involves multiple tasks. Keep reading to learn them.
Table of Contents
Build a Unique Brand Identity
A successful brewery has an identity that sets it apart from its competitors. Owners should decide what makes their brewing company unique and build a brand strategy around that.
Consider the things that work best for your business and capitalize on them. Figure out how you can play up on the things that your customers like the most.
Family ownership, community connection, and signature beers are all things that might make your brewery a favorite over others.
Make sure your brand is recognizable by creating a unique logo.
Develop a Marketing Strategy
When you start a brewery, you should have started marketing your business right away. Some of your marketing endeavors may or may not have worked. Now is the time to revamp your strategy if you are serious about being successful.
Incorporate your brand identity into your marketing strategy to show off your company’s values and strengths. Having a website and social media presence will help you attract local customers.
Consider more traditional marketing efforts as well. Signage outside your brewery can attract people walking or driving by your store.
Look into farmer’s markets, beer festivals, and other community events that can help you get your brand out there.
Open a Tasting Room
Opening a tasting room can bring people into your business and help generate word of mouth. You can offer a comprehensive tasting experience for a flat fee, or allow customers to try free samples in hopes of making a purchase.
People will learn more about your craft beer and find something that they want to keep coming back for. Not only can this work as a marketing strategy, but it is a great sales strategy that generates additional revenue.
When you sell beer by the glass, make sure your brewery has the right equipment to keep the taps flowing. Refrigeration equipment, storage space, keg dispensers, and a beer line cleaner are some of the must-haves for a brewery.
Be Innovative
If you make beer that people love and can’t find anywhere else, you’ll have customers for life. A tasting room is a great place to test-run new beers and see what people are interested in.
Creating new beers can also keep people coming to your brewery in hopes of trying another new creation. With all of the bars that serve beer, you can get innovative to compete in your local area.
Take tips from the top beer brands by embracing seasonal trends and shifts in the market. You could produce a new hit that boosts your revenue and sets you up for success.
Investing in beer-making accessories isn’t necessary for making beer, but certain accessories can streamline the process. Upgrade the brewing experience with test strips, portion scales, stock pots, etc.
Make sure you have the necessary ingredients to customize your beers as well. Beer ingredients and flavorings may include bitters, honey, liquid malt extract, and more.
Offer To-Go Options
The pandemic brought new opportunities for businesses to thrive, including to-go alcohol. Selling beer to-go opens a new source of revenue without a lot of hassle.
Many breweries sell canned and bottled beers as well as beer from the tap. Customers can take these handhelds home, but what if they want a tap beer?
Breweries are offering growler purchases for people who want to take home tap beers. Of course, you can also sell kegs of beer, but this won’t be a high source of your income.
Taking craft beer to-go is an accommodating option for those who want to enjoy a drink in the comfort of their own homes.
Choose a Type of Brewery
Running a brewery can look different depending on the type of business you have. There is an increased demand for a variety of brewery types, and one might be better for you than another.
These are the types of breweries and their common functions:
Nano Brewery
A nano brewery is the smallest type of brewery, even smaller than a microbrewery. There are regulations that a nano brewery must follow but they range based on the business location.
Those who want to open a microbrewery will start with a nano brewery first.
Microbrewery
By definition, a microbrewery is a brewery that produces fewer than 15,000 beer barrels each year. Most microbreweries have a community connection as they are independently owned and sell most products onsite.
Microbreweries can sell products through beer distributors, but some choose not to.
Brewpub
If you ever dreamed of owning a restaurant that serves great food and killer beer, consider this type of brewery. A brewpub is a hybrid between a brewery and a restaurant.
Most of the beer sales are to the customers who sit at the bar, or those who want to enjoy a beer with their meals.
Taproom Brewery
A taproom brewery sells beer onsite and to distributors. They differ from a brewpub because they don’t offer restaurant services to guests.
Taprooms are attached to breweries more often than not. A tasting room and taproom are interchangeable terms.
Regional Brewery
Want to be the big beer production guy? Open a regional brewery.
These breweries can produce up to 6 million barrels of beer each year. However, some only produce as little as 15,000.
Some breweries exceed 6 million barrels per year, but these are the beer brands known across the world.
Make Running a Brewery Fun!
Running a brewery is a lot of work, but that doesn’t mean it’s no play. If you own a brewery, you are likely a beer lover who wants to create something special for other beer lovers.
There are many ways to turn a brewery into a success, from marketing to tasting rooms. Consider this guide when you need new ideas and want to attract customers to your business.
For more business articles like this, check out the other posts on our website.
Last Updated on March 7, 2024
