Stop the Snooze-Fest: Taproom Events That Actually Work
Now, let’s be real—just sticking a pizza van outside or getting Dave from down the road to play a 30-minute acoustic set isn’t really going to move the needle. It’s time to shake things up and create events that actually excite people, actually turn heads, and actually bring in the crowd you want.
How? By designing generation-specific events that align with what different groups are looking for.
Tailor Events to Your Ideal Taproom Crowd
Here are just a handful of ideas that may tickle the pickle of your target age groups!!
👴 Boomers (Born 1946-1964) – Give them nostalgia & social connection
The ‘Lost & Found’ Beer Challenge – Recreate an old beer recipe and let Boomers compare it to modern styles.
Brewery Archive Night – Display old bottles, labels & brewery history from the area.
Secret Supper Club – Private beer & food pairing with limited spots, invite-only.
🧑 Gen X (Born 1965-1980) – Offer laid-back but premium experiences
Bring Your Own Vinyl Night – Customers play DJ, brewery staff judge best track of the night.
Coffee vs. Beer Smackdown – Local coffee roasters vs. brewers in a flavour showdown.
Cult Film & Beer Pairing Night – Screen The Big Lebowski with White Russian Stout, Pulp Fiction with an IPA, etc.
🧑🎤 Millennials (Born 1981-1996) – Make it Share worthy & immersive
Brewery Lock-In Experience – After-hours tour, beer tasting, & brewery sleepover option.
Dog & Draughts Day – Discounted pints for dog owners, dog treats, and a pup photo booth.
‘Who Wants to be a Beer-ionaire?’ – A pub quiz but with Millionaire-style lifelines.
📱 Gen Z (Born 1997-2012) – Focus on social & experiential events
Brewery Escape Room Challenge – Brewery-based puzzle adventure with hidden beer rewards.
Zero-Alcohol Late-Night Party – High-energy, alcohol-free takeover with DJs.
Retro Video Game Tournament – Mario Kart, GoldenEye, Street Fighter, with beer prizes.
Make It Brand-Aligned & Push It Hard
Once you’ve picked your event, make sure it reflects your brand—it’s got to feel authentic to your brewery. Then, it’s all about promotion:
✅ Get it on social media—use reels, stories & event pages
✅ Plug it in your email newsletter (like this one!)
✅ Tap into local press & bloggers who can spread the word
✅ Collaborate with businesses or influencers for extra reach
And here’s the kicker—while a Gen Z Video Game Tournament might not be for your Boomer drinkers, the wider audience will start recognising you as a place that does more than just serve beer—you host killer events too. And that means more footfall, more sales, and more buzz around your brewery.
