What’s Experience Got to Do with Brewing Beer? (Spoiler: Everything)
What’s experience got to do with brewing beer?
These days, it’s almost everything.
The idea that a brewery can survive on great beer alone just doesn’t cut it anymore. The breweries that are truly thriving aren’t just brewing; they’re creating immersive experiences.
Why Experiences Matter
As drinkers search out more than just a pint, they’re drawn to taprooms, micro pubs, and events where the experience goes beyond the beer. Some might be after low or no-alcohol options. Others might not even be beer lovers—but they come along because of the environment, the food, or the atmosphere.
Creating these experiences doesn’t mean compromising on brewing; it’s about finding the sweet spot between doing what you love and giving people a reason to come.
How to Deliver Unique Experiences
Here’s the key: don’t just go with the usual. Skip the standard pub quiz or a random food truck and instead focus on experiences that are truly reflective of your brand.
Is your brewery cyclist-friendly? Host a “Bring Your Bike to the Brewery” day or a local cycle tour ending at your taproom.
More music-focused? Organise live gigs, feature local artists, or sponsor shows that bring in a new crowd.
Looking for quieter times? Target gaps in your area—maybe host parent groups in the morning or offer a Sunday afternoon haven for post-walk visitors.
Two-Pronged Approach: Brand + Local Gaps
It’s a two-pronged attack:
Brand-Based Experiences
Design events and experiences that reflect your brewery’s brand.
Fill Local Gaps
Research what’s missing in your area. Are there no early afternoon venues? No place for a casual Sunday pint after a hike? Find these gaps and make your brewery the go-to.
Before you know it, your brewery will be the place to go to, and everyone will be waxing lyrical about the incredible time, atmosphere and overall awesome experience they had for years to come!
Cheers,
The Brand Weaver
