This past summer I made a number of visits to breweries across the country, some meeting with clients, but some just going to see breweries in action and spend time viewing and understanding what a typical customer experience was in a taproom. If there was one area I think breweries should put a significant amount of focus in is their customer experience. There were some great customer experiences I had at breweries and some not so great. One Big Thought on this:
Your taproom is your biggest profit center in your brewery. Therefore, having a great customer experience in your taproom will ensure customers come back regularly and spend more money each time. Your marketing and events dollars are spent trying to get customers to visit your brewery for the first time, but it’s their experience that will keep them coming around. While that might sound simple in theory, execution of this is hard. There needs to be lots of attention and training of taproom staff to make this workout. If your taproom staff is just reacting to orders from customers, the experience your customers have will be sub par. Good taproom staff actively engage the customers. Whether it’s providing relevant recommendations, giving insight and education to the beer styles on draft or doing little things to make the customer’s experience enjoyable, its these interactions that create stickiness with customers. There was one brewery I went to recently
, who spent some time talking through how they pour a particular beer through a Czech tap tower that allowed them to either pour it to be creamier or to be poured smooth and how you got different taste profiles as a result. This showed me the brewery truly understood the quality of their beer and gave respect to traditional methods of pouring the beer and thus resulted in a great customer experience.
Next newsletter issue, I will continue on this topic to talk through some ideas for how to bring in more revenue by providing a great customer experience.