Boosting Brewery Sales: 14 Effective Event Management Techniques

Boosting brewery sales through effective event management techniques can be a powerful way to engage with your customers, create brand loyalty, and increase revenue. Hosting events at your brewery drives foot traffic and lets customers connect with your brand personally. Here are some strategies to consider to handle all your events effectively:

1. Plan Diverse Events Within Your Brewery Space

Offer a variety of events to attract different audiences. Consider hosting beer tastings, live music nights, trivia nights, themed parties, food and beer pairings, and special releases.

2. Create an Event Calendar

Develop a well-thought-out event calendar that spans throughout the year. This allows customers to anticipate and plan for your events, increasing attendance.

3. Leverage Social Media with Your Brewery Profiles

Promote your events on social media platforms to reach a wider audience. Create event pages, share teaser content, and use relevant hashtags to generate buzz. We recommend Facebook, Instagram, and TikTok as the top three social media platforms your venue should be on. Explore What Your Venue Should Be Doing On Social Media.

4. Collaborate with Local Businesses

Partner with nearby restaurants, food trucks, or local artisans for food and drink collaborations during your events. Cross-promotion between businesses will help draw in new customers.

5. Offer Online Ticketing

Use online ticketing platforms such as Attendease, to sell tickets in advance. Early bird discounts or package deals can encourage more pre-event sales.

6. Customize Brewery Event Spaces

Create flexible event spaces within your brewery. This allows you to accommodate different types of events and group sizes. Consider outdoor options for good weather.

7. Provide Entertainment For Guests

Live music, DJs, or even games like cornhole or board games can keep guests engaged and entertained. If your brewery is family-friendly, create a corner or bookshelf filled with games perfect for families to play. Keeping the kids entertained allows parents to stay longer while relaxing and enjoying more beer.

8. Host Educational Events

Host beer education sessions, such as brewing workshops, beer and food pairing classes, or tastings with your brewmaster. Educating your customers can deepen their appreciation for your products.

9. Present Exclusive Beer Releases

Release limited-edition or seasonal beers exclusively during events to incentivize attendance and create a sense of exclusivity.

10. Engage with Your Brewery Audience

Interact with event attendees to gather feedback and build relationships. Use surveys or comment cards to gather suggestions for future events.

11. Ensure Safety

Ensure that your events are safe for all participants. Comply with local alcohol regulations, provide designated drivers or transportation options, and have trained staff to handle any issues. 

12. Post Event – Evaluate and Adjust

After each event, assess its success by looking at attendance numbers, customer feedback, and revenue generated. Use this data to refine your future event strategy.

13. Generate Community Involvement

Consider hosting charity events or fundraisers to give back to your local community. This can enhance your brewery’s reputation and attract socially-conscious consumers. Everyone loves to help out the local animal shelter or school program. 

14. Email Marketing

Build an email list of previous event planners, folks that sign up for a birthday special, social media content and more to be able to send out brewery newsletters and event announcements to keep your customers and guests informed about upcoming brewery events.

15. Reward Brewery Guest Loyalty

Implement a loyalty program where attendees can earn rewards or discounts for attending multiple events. Create a Beer Mug program where frequent guests can either buy or earn a beer mug that stays at the brewery and can only be used by the owner. It creates a sense of community with those who earn their beer mug, but it also creates a sense of FOMO (fear of missing out) and intrigues new guests to want to earn one, too. 

Remember that the key to successful event management is creating memorable customer experiences. You can boost brewery sales and build a loyal customer base by consistently offering high-quality events, always providing above-and-beyond customer service, and maintaining a strong online and offline presence to stay top of mind.

Are you ready to grow your event business? Schedule a Tripleseat demo to take a closer look at our event management features.