How to Pack Out Your Taproom
You can brew seven great beers. Serve them cold. Put them on a nicely lit bar. And… still struggle to fill your taproom.
It used to be enough.
Now? Not a chance.
Drinkers want more than just great beer. They want an experience.
Here’s what that means in real terms—and what you can do to make your taproom stand out:
1. Set the right expectations before anyone walks through the door
People always do a bit of pre-visit digging—checking Instagram, Google, your website, maybe a local taproom map.
If you say you have food, but it turns out to be a lonely van that only appears on Fridays, that disconnect will kill the vibe (and likely lead to a poor review).
Be clear. Be current. And make sure the “cover matches the book.”
2. Look local before you look trendy
Don’t start with what’s hot. Start with what your community wants.
A great example I saw recently? A taproom offering kids’ arts & crafts while the parents enjoy a pint. Genius.
Not every taproom has to be family-friendly—but it does need to reflect who’s around you.
What’s missing in your area? What’s already saturated? Where are the gaps?
3. Events don’t have to mean music
Live acoustic sets are great. But so are run clubs, quiz nights, board games, creative collabs, or even ‘pint and a panini’ weekday specials.
The best taproom events align with your brand. If your brewery has an outdoorsy vibe—host events that take people outside then finish at yours.
And make them consistent. Weekly or monthly. Predictable. Easy to build habits around.
4. Make your team your best marketing asset
If your team doesn’t know your beer, your story, or what pairs with what—you’ve already lost.
Equip them with talking points. Train them to spot opportunities.
Like this:
✔ Ask if the guest wants another drink before the food lands. ✔ Offer a four-pack to take home if they loved what they drank. ✔ Give your team 2 ‘free round’ tokens per shift to create magical moments for the right tables.
Little things. Big difference.
5. Update your online presence (seriously)
Check your hours. Your Google listing. Your social bios. Your website calendar.
Is it all current? Does it reflect today?
If it’s snowing outside and your photos show a sunny beer garden, update it.
Clarity = trust. Trust = footfall.
6. Show up with video
Posting photos of your latest pint and calling it a day? Not cutting it anymore.
People want faces. Movement. Voice. Energy.
Even a 10-second story from one of your team going “Here’s what’s happening at the taproom tonight!” works better than a lifeless flyer graphic.
7. Don’t let the visit end at the door
Every table is an upsell opportunity.
Whether that’s merch, memberships, takeaway beer, or just an invite to your next event—don’t be afraid to make the ask.
People want to keep supporting you. Make it easy.
If you take one thing away from all this, let it be this:
A great taproom doesn’t shout. It listens.
To your community.
To your customers.
To your team.
And it builds around what they actually want.
You’ve already got great beer. Now give people a reason to drink it with you.
