Pennsylvania is home to a huge scope of craft breweries, and the competition grows every day. There are more and more options for consumers on taproom lists — and on store shelves. Crafting a quality product and an enjoyable experience in a taproom are becoming increasingly imperative for breweries. Beer (and food!) lovers are searching out the best product with the most rewarding experience, so inviting them directly into your own space is a wonderful opportunity to influence how people interact with your product and brand.
Welcoming customers into your own space means breweries can take their image a step further than they can by only distributing. Fred Maier, co-founder and vice president of Susquehanna Brewing Company, said, “I’ve always felt our brewery was our number one salesperson. It lets us show off our beer in the environment in which it was brewed with the people who brewed it. It’s cool to be able to see people’s genuine reactions.” Interacting face to face with the people drinking your product is crucial, as it allows for the chance to educate and draw direct feedback in a laid-back environment.
Chris Collier, head brewmaster of Roy-Pitz Brewing Company, said, “The wholesale shelf space is becoming increasingly competitive, but having a taproom gives you a little more control of your business. Customers are interested in having an experience along with the beer and food they consume. Having a taproom lets you control that experience and teach your customers about the brand.” In the current competitive marketplace, establishing a brand with a thought-out taproom is a smart decision.
Other great reasons for consumers to head straight to the taproom are freshness and variety. Sandy Cindrich, CEO of Penn Brewery, said, “Our customers always like having the opportunity to try a variety of different beers that they cannot find anywhere else. It also allows our brewers to experiment with different recipes they’ve been wanting to try.” Going to the taproom allows the consumer to fully delve into your standby creations and experimental offerings.
The Brewers Association notes that about 40 percent of the craft’s market occurs on premises, supporting the idea that craft beer drinkers expect a unique experience when going out to drink. Free Will Brewing Company originally planned to distribute most of its beer; however, once the law changed and allowed the brewery to open a taproom without pursuing an additional brewpub license, it opened up its own watering hole — to a great response. John Stemler, co-owner and brewmaster of Free Will, said, “We now have a full-time staff of about 22 and many more part-time team members. Without the law change, that would be half, if we would have even survived until now. The taproom is the sole source of revenue to add jobs and expand our brand. There really is nothing like it. The taproom is the place customers can really connect with you and your brand.”
Creating an enjoyable space for your patrons while remaining true to your brewery’s values is a must in today’s craft beer industry, and attention to detail is essential. John listed some details to note, including temperature and humidity control, proper lighting, sound control and tactile comfort. From the layout to the choice of texture for the chairs, every detail enhances your guests’ experience.
Taprooms can also provide an outlet for merchandise and packaged beer to go, which could be a challenge for breweries that are used to focusing on distribution — but a worthwhile endeavor. Bill Covaleski, co-founder of Victory Brewing Company, said, “It requires a different skill set, starting with the guests’ experience as your number one priority.” Incorporating a retail space into your taproom can be a big part of driving your brand by giving visitors the option to take the experience home. Craft beer is very much a culture, and people love to sport their favorites with custom glassware, t-shirts or anything else you can imagine.
The whole experience, especially customer service, is key in a successful taproom. Fred added, “We have a dedicated taproom manager who does a phenomenal job. I work with the staff to show them that their customer service has a long reach that is beyond the tasting room. Their attitude toward each customer reaches far into the marketplace, not just the tip jar.”
John concurred. “The people in the room, such as the servers and support staff, need to be pleasant. They don’t even have to know everything about all the beers — just be a nice person.”
The Brewers Association also notes that “while neighborhood bars were down -0.9%” in 2016, the “total number of on-premise locations offering beverage alcohol actually grew in total 0.4%.” It appears some bars are feeling the pinch, as consumer preferences seem to trend toward taprooms, concert venues and sporting events — but overall the trend is upward for on-premise drinking.
Managing a welcoming taproom and successfully distributing beer go hand in hand now more than ever. Bringing guests into your own carefully designed space for a positive experience is the first step toward winning them as fans who snag a t-shirt on the way out and pick up a six-pack next time they’re at the store.
The Brewers of Pennsylvania is a nonprofit trade association that brings together leaders of Pennsylvania-based breweries in order to promote and protect the brewing industry in the state. Established in 2011, the Brewers of Pennsylvania serves the consuming public of Pennsylvania by encouraging brand diversity in the market. We believe in the nobility of brewing and hold dear the great traditions and history of Pennsylvania brewing.
Featured photo: Susquehanna Brewing Company; other photos, top to bottom: Victory Brewing Company; Roy-Pitz Brewing Company; Gene Mangrum, Penn Brewery; Free Will Brewing Company; Susquehanna Brewing Company
