Driving Brewery Revenue: How to Captivate Customers with Events

Organizing event sales at your brewery can be a fruitful strategy to captivate new customers and drive brewery revenue growth. Breweries and taprooms offer a unique social backdrop with exposed brewing tanks, open concepts, and a community atmosphere, making them the ideal space for various types of internal and external events. 

Here are 10 recommendations to make your brewery or taproom events program thrive:

1. Event Planning

• Identify the types of events you want to host, such as beer tastings, live music, and themed parties.
• Plan events that align with your brewery’s brand and target audience. If you cater to families with children and dogs, make events family-friendly.
• Consider seasonal themes or collaborations with other local businesses. The Super Bowl, St Patrick’s Day, and New Year’s are great reasons to gather and throw an event.

2. Event Promotion

• Leverage social media platforms you are already active on to create buzz and promote your events.
• Utilize your brewery’s mailing list to reach out to existing customers.
• Collaborate with local influencers or bloggers to expand your reach.

3. Event Ticketing and Pricing

• Use online ticketing platforms, like Tripleseat, for easy access and payment.
• Consider early bird discounts or package deals for large group bookings.
• Ensure transparency in ticket pricing and clearly communicate what is included with each ticket type.

4. Entertainment and Activities within your brewery

• Offer live music, DJs, comedians, or other entertainment that complements the brewery atmosphere and that will draw in their own followers.
• Arrange brewery tastings and tours or educational brewing workshops during the event. People love to learn how the magic is made.
• Organize games or contests related to beer or brewery culture. Corn hole has become synonymous with breweries. Order custom sets and create events and leagues to draw large groups of people in.

5. Brewery Event Food Options

• Collaborate with local food vendors or food trucks to provide diverse food options, especially if you do not have an in-house kitchen. 
• Consider pairing food with specific beer selections for a complete customer experience.
• Ensure there are vegetarian and non-alcoholic options for all attendees.

6. Brewery Branding and Merchandising

• Create event-specific branding and merchandise. Consider having special brewers for event-goers or custom labels for larger events like weddings and corporate events. 
• Offer limited-edition beers or merchandise exclusive to the event.
• Encourage attendees to share their experiences on social media with a dedicated hashtag. Get your current customers to promote your brewery for you. Run contests to see who can capture the most likes or comments on their post.

7. Brewery Customer Engagement

• Collect feedback from attendees to improve future events. Always keep an open mind when collecting feedback. 
• Consider loyalty programs or discounts for repeat event attendees.
• Engage with customers on social media before, during, and after the event.

8. Brewery Compliance and Safety

• Ensure compliance with local regulations regarding events and alcohol sales.
• Implement safety measures, including designated drivers or transportation options.
• Train staff to handle large crowds and manage any issues that may arise.

9. Brewery Event Collaborations

• Partner with local businesses or organizations to enhance the event experience. Local restaurants, cheese shops, bakeries, or even wineries are perfect pairings for your brewery.
• Collaborate with other breweries for joint events or beer releases. Brewers tend to hang out with other brewers. Get all the breweries together for one large event and cross-promote to each other’s customers. 

10. Post-Event Analysis

• Analyze the event’s success based on attendance, brewery revenue, and customer feedback.
• Use insights to improve future events and tailor offerings to customer preferences.

Creating a memorable and enjoyable event experience for attendees will not only drive revenue during the event but also contribute to long-term customer loyalty and positive word-of-mouth marketing. Always be open to analyzing how your events are performing, what the customer feedback is, and iterating on your events program to its continually improving and growing positive revenue. 

Remember, events are supposed to be fun – for the attendees and for you. Tripleseat Brewery event management software is here to help you streamline and scale your events program so you can enjoy the craft of party throwing too. Book a demo today.