There is no shortage of craft beer events. And that’s not a bad thing. Attending a beer fest is a great way to explore the many types of craft beer and get to meet other amazing beer fans. But not all events are equal and a lot of the experience is driven by the event setup and how well the breweries execute. So I’ve created a list of beer event best practices for breweries.
Since I am not a brewery owner or employee, I am sure there are elements of some beer events that can’t be altered or there may be rules in place that prevent doing some of the things I suggest. But in a perfect world, these are the kinds of things that I think would improve everyone’s experience.
Beer Event Best Practices For Breweries
Bring Some Help
Does waiting in line make the beer taste better?
I get that waiting in line is a part of the event but we can all tell when the line is long simply because there isn’t enough people pouring beer. So having the right number of people at an event is really critical.
This isn’t easy as most beer stations are barely big enough for two people which means more people would simply be in the way. But if you at least have the max for the size of the area then attendees know you are doing your best.
Speaking of who is pouring the beer, make sure anyone that pours the beer knows about those specific beers and your brewery. This is primarily an issue at events where volunteers pour the beer. Many attendees are unaware that they are volunteers and assume they are from the brewery. Giving them basic information will go a long way.
Glass Cleaning Station
Beer events often give a small tasting glass as part of the cost of admission. It is the vessel that you’ll drink from for a few hours straight.
Beer after beer, residual flavor is left behind which alters each beer after. If the event has only a few (or zero) cleaning stations, a brewery should consider offering their own. It is a great way to capture attention and show you really care about how customers experience your beer.
I personally witnessed this at the 2018 450 North Corn Maze Beer Fest. ZwanzigZ had someone working a well marked glass rinsing station immediately in front of their beer tent. Everyone noticed this extra effort and I feel the beer tasted even better because of it.
Big Sign, Mounted High
In relation to having proper staffing, another great way to speed up the line is to make sure that attendees know what they want prior to getting to the front of the line.
All too often, the beer list is taped to the table which means only the person ordering can read it.
This bottlenecks the process as everyone has to take extra time to decide which of the beers to order.
By placing a large sign off to the side or up high ensures that those waiting can make a decision before it is their turn. And knowing that you have something they want will make attendees more likely to wait in line as well.
Styles & Adjuncts
I love clever beer names and great beer labels but your pop culture inspired beer name doesn’t help me determine if I want to drink it. I need to know more.
Every place a beer name is listed (refer to signage section above), a brewery should list other details about the beer that help the potential drinker know what to expect.
Minimally, the style and adjuncts should be listed. This will provide a great starting point for the attendees to anticipate what they are about to try. Including the ABV is also very helpful. Not only will it contribute to the potential flavor but many will pick a beer based on ABV. Some want the “biggest bang for the buck” with high ABV beers while others are looking to prevent intoxication with lower ABV options.
Beer Selection
In the end, people go to beer events to try beer. They want to experience new breweries and new beers. In some cases, it is the chance to try beer from a place they haven’t been to yet or get their hands on a special release beer.
Either way, they want high quality, unique beers. It is rare that someone would attend an event with the intention of trying a brewery’s core lineup. Unless their core lineup is somehow unique or highly acclaimed.
It is also a good idea to provide variety. With just a small number of beers available at an event, it is hard to offer something for everyone but having a range of styles will increase your odds. The beers are what the attendees will know your brewery for so make sure you offer something memorable.
Show Your Style, Musically
In a sea of beer tents, it is easy to loose track of who is who. Most breweries start looking the same. Those that stand out do something to show their brewery’s personality.
A great way to do this is with music.
Many beer events already have live music as part of the event so anything too loud will be distracting. However, kept at a reasonable volume, the right playlist can help attendees better connect to who you are as a brewery. I would use caution in the music that is played to ensure it is appealing to your desired audience and not pushing them away.
Be On Brand
Every element that you bring to the beer event needs to be on brand. From the beer tent to the signage to the representative’s attire; it should all scream your brewery’s name. While branded gear is expensive, you can always supplement with items that are simply the right color or style.
The goal here is to make every effort to leave a lasting impression on the attendees.
In addition, the of person you send to pour the beer should have a personality that reflects the brewery’s character. This may be the most tricky but craft beer fans care about the culture of your business and that is most evident in the people that work there.
Get Me To Your Taproom
One of the biggest missed opportunities at a beer event is not providing a reason to visit the brewery’s taproom. Getting lots of potentially new customers to try your beer is a lot of fun and a great experience but don’t miss out on the reality that this is also a chance to build your brand and get people into your taproom.
This often happens by doing many of the items already listed because each one helps a brewery connect to the attendees. That relationship is critical to getting people talking about your brewery and wanting to visit you.
But there are also very practical ways to help drive traffic as well. Giveaways are a great example of that. While in most areas, you can’t offer coupons for free beer, maybe you can offer a discount off of merchandise or food offered at your brewery. It can be as simple as giving away stickers with your address on it at your beer tent to help them remember who you are.
Beers events will always be a great way to experience craft beer culture. From the new beers to the new people, there are few ways to better get to know what craft beer is all about.
However, I often wonder if new craft beer fans are able to have a good time when the lines are long, beer names are confusing, and everything seems unusually new. I believe that everyone will get the most value if these beer event best practices for breweries are implemented.