Opening a brewery taproom is an exciting opportunity to share your passion for craft beer while building a vibrant community. It’s not just about pouring great beer but also about creating a space where customers can connect and feel at home. A thoughtfully designed taproom can strengthen customer loyalty and add a valuable revenue stream to your business.
However, setting up a taproom involves juggling many moving parts—from designing a welcoming layout and navigating licensing to hiring the right staff, using the right beverage software, and pairing the perfect food with your brews. But with careful planning and a focus on hospitality, you can create an inviting space that elevates your brewery and keeps guests coming back. In this guide, we’ll share essential tips to help you get started and succeed.
The Ekos Taproom Toolkit: Best Practices for an Effective & Efficient Brewery Experience: Learn More
The Benefits of Starting a Brewery Taproom
Think of your taproom as a direct line to your customers. It’s a chance to share your story, your passion, and your unique approach to brewing. When done right, a taproom can create a sense of place and belonging that turns casual visitors into loyal regulars. But the benefits don’t stop there.
A well-run taproom can also have a significant impact on your financial health. By selling your beer directly to consumers, you can capture higher margins and generate a reliable revenue stream. Plus, you can gather real-time feedback on new brews and use that data to inform your production and distribution strategies. Of course, starting a taproom is no small feat. It requires significant planning, investment, and ongoing management. But for many breweries, the rewards are well worth the effort. Some of the key benefits of opening a brewery taproom include:
- Higher profit margins on direct beer sales: By cutting out the middleman, breweries can earn significantly more per pint sold in the taproom compared to distribution.
- Opportunities to build brand loyalty and gather customer feedback: Taprooms provide a direct line of communication between breweries and their customers. Guests can share real-time feedback on new beers, food menu items, and their overall experience. This valuable input can help breweries refine their offerings and build a dedicated following.
- Increased exposure and tourism draw: A well-designed taproom can become a destination in itself, attracting both locals and beer-loving tourists. Taprooms often serve as the jumping-off point for brewery tours, special release events, and beer festivals, all of which generate buzz and introduce new customers to the brand.
- Additional revenue streams from food, merchandise, and events: Beyond beer sales, taprooms can boost profits through complementary offerings. A thoughtful food menu keeps guests happily imbibing longer. Branded merchandise like glassware, apparel, and growlers extend the brand experience beyond the taproom walls. Hosting events such as trivia nights, live music, or beer dinners provides even more reasons for guests to visit and spend.
Key Considerations for Opening a Taproom
Before you start serving pints, you’ll need a solid plan for your taproom. While the possibilities are endless, every successful taproom shares a few key elements. Here’s what to consider as you begin the taproom planning process.
Layout and Design
Your taproom layout should balance aesthetics and efficiency. An inviting, comfortable space encourages guests to stay and spend. But it also needs to be functional for your staff to navigate and keep the drinks flowing. Consider factors like bar placement, seating options, traffic flow, and decor that reflects your brand personality.
Food and Service Style
Determine if you’ll offer food and in what format. Will you have a full kitchen, a streamlined pub menu, or host food trucks? Consider your space constraints, target audience preferences, and local regulations. Also, think about your service style. Will you have table service, counter ordering, or a hybrid model?
Technology and Systems
The right technology can make your taproom run like a well-oiled machine. A robust POS system is essential for tracking sales, managing inventory, and processing payments. Additional tools for online ordering, reservations, or loyalty programs can further enhance efficiency and the guest experience. Choose solutions that integrate with your existing systems and provide useful data insights.
Staffing and Training
Your taproom staff are the face of your brand, so it’s crucial to hire and train a top-notch team. Look for candidates with a passion for beer, strong communication skills, and a guest-first mentality. Develop a thorough onboarding program that covers your brand story, beer lineup, food menu, and service standards. Provide ongoing education and growth opportunities to keep your team sharp and motivated.
Licensing and Regulations
Navigating the legal landscape of opening a taproom can be complex. Research federal, state, and local regulations around licensing, zoning, health and safety, and alcohol service. Consult with legal professionals experienced in the beverage industry to ensure compliance and avoid costly missteps.
Marketing and Events
A well-crafted marketing plan will help drive traffic to your new taproom. Develop a strategy that includes a mix of digital tactics (website, social media, email), local partnerships, and traditional advertising. Also, consider how events like beer releases, tap takeovers, and community fundraisers can generate buzz and draw new and returning guests.
With these foundational elements in place, you’re ready to open your taproom doors. But the work doesn’t stop there. Consistently delivering an exceptional taproom experience requires ongoing refinement and innovation.
The Ekos Taproom Toolkit: Best Practices for an Effective & Efficient Brewery Experience: Learn More
10 Expert Tips for Managing a Successful Taproom
To help you navigate this exciting new chapter, we’ve compiled a list of ten expert tips for managing a successful taproom. From streamlining your ordering process and embracing technology to creating an inviting atmosphere and hosting memorable events, these strategies will help you create a taproom experience that keeps guests coming back for more.
Here are ten expert tips to help you manage a successful, profitable taproom for the long haul.
Tip #1: Set Clear Guest Expectations
One of the keys to an exceptional taproom experience is setting and exceeding guest expectations. This starts with clear communication before guests even set foot in your brewery. Your website, social media profiles, and online listings should accurately convey key details like your taproom hours, beer and food menus, parking information, and any COVID-related policies.
Once guests arrive, make it easy for them to navigate your space and offerings. Greet them warmly and guide them to the appropriate spot based on their needs, whether that’s the bar for a quick pint, a table for a meal, or the merch area to snag some swag. Provide visible signage and menus that clearly communicate your beer lineup, food options, and pricing.
Equipping your staff to answer common guest questions is also critical. They should be well-versed in your beer styles, ingredients, ABVs, and tasting notes. Likewise, they should know your food menu inside out and be able to make pairing recommendations.
Empower them with the information and autonomy to handle common guest requests and feedback. By setting clear expectations and consistently delivering on them, you’ll build trust and loyalty with your taproom guests.
Tip #2: Streamline the Ordering Process
In today’s fast-paced world, guests expect a swift, frictionless ordering process. Long lines and wait times are a surefire way to dampen the taproom experience and leave money on the table. To keep glasses full and guests happy, consider offering a mix of ordering options:
- At the bar: For guests who enjoy the traditional taproom experience, ordering at the bar is a must. Ensure your bar is adequately staffed during peak times and that your bartenders are trained to handle a high volume of orders efficiently. Implement a clear system for queuing and communicate estimated wait times to manage expectations.
- Tableside ordering: For guests who prefer to settle in and stay awhile, tableside ordering is a welcome amenity. This can take the form of traditional table service, where a server takes orders and delivers drinks and food. Alternatively, you can empower guests to order and pay directly from their smartphones using a mobile app or web-based platform. This frees up your staff to focus on other tasks and reduces touchpoints.
- Self-serve: Some taprooms are experimenting with self-serve beer walls, where guests can pour their own pints and sample a variety of styles. This approach requires a significant upfront investment in technology and training, but can be a differentiator in a crowded market.
Whichever ordering methods you choose, look for ways to optimize speed and accuracy. Implement a reliable POS system that integrates with your inventory management and accounting tools. Train your staff on upselling techniques and to process transactions quickly. By minimizing ordering friction, you’ll maximize sales and guest satisfaction.
Tip #3: Offer Crowd-Pleasing Food
While beer is the main attraction, food plays a vital supporting role in the taproom experience. A well-executed food program can increase guest length of stay, boost check averages, and make your taproom a go-to hangout spot.
When designing your food menu, consider your brand identity, guest preferences, and kitchen capabilities. Opt for beer-friendly options that are easy to execute consistently, such as:
- Elevated pub fare like gourmet burgers, wings, and nachos
- Shareable snacks and appetizers like charcuterie boards and soft pretzels
- Wood-fired pizzas or flatbreads
- Locally-inspired specialties that complement your beer lineup
If your kitchen space is limited, consider partnering with local restaurants or food trucks to offer a rotating selection of guest favorites. You can also explore pre-packaged options like chips, nuts, and jerky to satisfy snack cravings.
Be sure to train your staff on food and beer pairings so they can make informed recommendations. Educate guests on how certain flavor profiles and textures enhance the beer drinking experience. By positioning your food program as an integral part of the taproom visit, you’ll encourage guests to stay longer, spend more, and spread the word.
Tip #4: Embrace Taproom Technology
Technology can be a taproom’s best friend. From streamlining operations to enhancing the guest experience, the right tech tools and brewery software can give your brewery a competitive edge. Invest in comprehensive brewery software that includes TTB reporting capabilities to automate compliance and save valuable time. Here are a few key areas where technology can make a big impact:
Point of Sale (POS) Systems
Your POS system is the backbone of your taproom operations. It’s where you’ll track sales, manage inventory, process payments, and generate reports. Look for a POS that’s specifically designed for breweries and integrates with your other systems, such as accounting and inventory management. Key features to consider include:
- Touchscreen interface for ease of use
- Mobile ordering and payment processing
- Customizable menu and pricing options
- Detailed sales reporting and analytics
- Integration with online ordering and delivery platforms
Investing in a robust, brewery-specific POS system with these essential features allows you to manage your taproom efficiently and make data-driven decisions to optimize your operations.
Online Ordering and Reservations
In the era of social distancing and contactless transactions, online ordering and reservations have become essential for many taprooms. Guests appreciate the convenience of browsing the menu, placing an order, and paying from their smartphone. They also value the ability to reserve a table or spot in line to minimize wait times.
Invest in an online ordering platform that seamlessly integrates with your POS and website. Look for features like customizable menus, real-time inventory updates, and customer data capture. For reservations, consider a tool that allows guests to book a table or join a waitlist remotely, with automated text message notifications.
Inventory Management
Keeping track of your beer and food inventory is crucial for minimizing waste, optimizing purchasing, and ensuring you never run out of guest favorites. Manual inventory tracking is time-consuming and prone to errors. That’s where technology comes in. Implement robust keg tracking functionality to monitor your assets and prevent losses.
Opt for an inventory management system that integrates with your POS and accounting software. Look for features like real-time inventory tracking, low stock alerts, and automated purchase order generation. Some systems even offer mobile apps for easy counting and tracking on the go.
Digital Menus and Signage
Gone are the days of static, printed menus and chalkboard specials. Digital menus and signage offer a more dynamic, engaging way to showcase your offerings and communicate with guests. With a few taps, you can update your beer lineup, highlight seasonal specials, or promote upcoming events.
Look for digital menu solutions that integrate with your POS and allow for easy, real-time updates. Some even offer QR code functionality, allowing guests to access your menu directly from their smartphones. Digital signage can also be used to display brewery information, social media feeds, or entertainment like sports games or trivia.
The Ekos Taproom Toolkit: Best Practices for an Effective & Efficient Brewery Experience: Learn More
Tip #5: Train a Top-Notch Taproom Team
Your taproom staff are the face of your brand and the key to delivering an exceptional guest experience. Investing in thorough training and ongoing education will pay dividends in the form of higher sales, improved guest satisfaction, and reduced turnover.
Start by developing a comprehensive onboarding program that covers the fundamentals of beer knowledge, service standards, and safety protocols. Your staff should be well-versed in your brand story, core values, and mission.
In addition to product knowledge, your staff should be trained on soft skills like active listening, empathy, and conflict resolution. Role-playing exercises can help them practice handling common guest scenarios and complaints. Emphasize the importance of anticipating guest needs and going above and beyond to create memorable moments.
Ongoing education is also crucial for keeping your team engaged and motivated. Offer regular training sessions on new beer releases, industry trends, and service techniques. Encourage your staff to pursue certifications like Cicerone or BJCP to deepen their beer expertise. Create opportunities for cross-training and advancement within your organization.
Foster a positive, collaborative team culture by holding regular pre-shift meetings, soliciting staff feedback, and recognizing top performers. Encourage your staff to take ownership of the guest experience and empower them to make decisions that enhance it.
Tip #6: Create an Inviting Atmosphere
The ambiance of your taproom can have a big impact on guest perception and behavior. A warm, inviting atmosphere encourages guests to relax, stay longer, and spend more. On the other hand, a poorly designed or maintained space can deter even the most enthusiastic beer fans.
When designing your taproom, aim to create a space that reflects your brand identity and appeals to your target audience. If your brand is all about adventure and the great outdoors, incorporate natural elements like wood and stone, and display photos of your team on brewing expeditions. If your brand is more whimsical and playful, opt for bright colors, quirky artwork, and interactive games.
Regardless of your aesthetic, there are a few key elements that every taproom should prioritize:
- Comfort: Provide ample seating options, including a mix of bar stools, tables, and lounge areas. Invest in high-quality, durable furniture that can withstand spills and heavy use. Ensure your space is well-lit, climate-controlled, and acoustically balanced.
- Cleanliness: A clean, well-maintained taproom is non-negotiable. Establish a regular cleaning schedule for all areas of your space, including restrooms, floors, and surfaces. Promptly address any spills, stains, or damage. Provide ample waste receptacles and recycling bins to encourage guests to keep the space tidy.
- Accessibility: Ensure your taproom is accessible to guests of all abilities. Provide ramps, wide doorways, and accessible restrooms. Train your staff on how to accommodate guests with disabilities and create an inclusive environment.
- Entertainment: In addition to great beer and food, offer guests fun ways to pass the time. This could include classic bar games like darts or pool, live music or trivia nights, or streaming sports games on TV. Provide free Wi-Fi and phone charging stations for guests who want to work or stay connected.
- Branding: Use your taproom space to reinforce your brand identity and story. Display your logo prominently on signage, glassware, and merchandise. Incorporate your brand colors and imagery into your decor and marketing materials. Create photo-worthy moments, like a custom mural or interactive display, that guests will want to share on social media.
By creating an inviting, comfortable, and on-brand atmosphere, you’ll make your taproom a destination that guests will want to return to again and again.
Tip #7. Host Creative Taproom Events
Events are a powerful way to drive traffic, generate buzz, and create memorable experiences for your taproom guests. From small-scale tastings to large-scale festivals, there are endless opportunities to bring people together over a shared love of beer.
Here are a few types of events to consider for your taproom:
Beer Releases
Generate excitement and demand for your latest creations by hosting special release events. Offer exclusive tastings, pairings, or behind-the-scenes tours to VIP guests or mug club members. Partner with local food trucks or chefs to create custom menus that complement your new brews.
Tap Takeovers
Collaborate with other breweries to host tap takeover events, where you feature a selection of their beers alongside your own. This is a great way to introduce your guests to new brands and styles, and cross-promote with like-minded businesses.
Educational Events
Help your guests deepen their beer knowledge by hosting educational events like tastings, food pairings, or brewing workshops. Bring in experts like Cicerones, chefs, or your own brewing team to lead guided sessions. Offer a mix of free and ticketed events to cater to different interest and commitment levels.
Community Events
Position your taproom as a gathering place for your local community by hosting events that support local causes and organizations. Partner with non-profits, schools, or community groups to host fundraisers, supply drives, or volunteer events. Show your guests that you’re invested in more than just making great beer.
Entertainment Events
Keep your taproom lively and engaging by hosting regular entertainment events like live music, trivia, open mic nights, or comedy shows. Rotate the lineup to appeal to different audiences and keep things fresh. Consider partnering with local artists, musicians, or entertainment companies to bring in top talent and cross-promote to their followings.
Seasonal Events
Celebrate the changing seasons and holidays with themed events that showcase your creativity and festive spirit. Host an Oktoberfest celebration with German-inspired beers and food, a summer luau with tropical brews and tiki decor, or a winter wonderland with barrel-aged stouts and cozy vibes. Encourage guests to dress up and get into the spirit with costume contests, photo booths, and themed giveaways.
No matter what type of events you host, be sure to promote them effectively through your website, social media, email list, and local event listings. Encourage guests to RSVP or purchase tickets in advance to help with planning and generate buzz. Capture photos and videos of the event to share on social media and use in future marketing materials.
By offering a diverse and engaging calendar of events, you’ll give guests countless reasons to visit your taproom and become loyal brand advocates.
Tip #8 Maximize Your Taproom Merchandise
Merchandising is a powerful way to extend your brand beyond the taproom and turn your biggest fans into walking billboards. From t-shirts and hats to glassware and growlers, there are endless opportunities to create memorable and functional branded items that guests will love to use and wear.
When designing your taproom merchandise, consider the following best practices:
Brand Consistency
Ensure your merchandise designs are consistent with your overall brand identity, including your logo, colors, and imagery. Use high-quality graphics and printing techniques to create products that look and feel premium.
Variety
Offer a range of merchandise items at different price points to appeal to different budgets and preferences. Consider starting with a core line of t-shirts, hats, and glassware, and expanding into more niche items like bottle openers, coasters, or dog leashes as your brand grows.
Seasonality
Update your merchandise offerings seasonally to keep things fresh and relevant. Offer lightweight, breathable t-shirts in the summer, and cozy hoodies and beanies in the winter. Create limited-edition designs for special events or holidays to drive urgency and collectibility.
Functionality
Choose merchandise items that are both stylish and functional, so guests will want to use them regularly. Offer high-quality, insulated growlers that keep beer fresh and cold. Create custom glassware that enhances the aromatics and flavor of your beers.
Display
Showcase your merchandise prominently in your taproom, with clear pricing and sizing information. Create eye-catching displays that encourage guests to browse and try on items. Train your staff to cross-sell merchandise and educate guests on the features and benefits of each item.
Online Sales
In addition to selling merchandise in your taproom, consider offering it online through your website or a third-party e-commerce platform. This allows you to reach a wider audience and generate sales beyond your local market. Offer flat-rate or free shipping to encourage larger orders.
By offering high-quality, on-brand merchandise, you’ll not only generate additional revenue for your taproom, but also create loyal brand ambassadors who will spread the word about your brewery far and wide.
Tip #9: Expand Your Taproom Footprint
As you dial in your taproom operations and build a loyal following, you may start to think about expansion opportunities. Whether you’re looking to add a second location, increase your square footage, or add new amenities, there are many ways to grow your taproom footprint and reach new audiences.
Here are a few expansion ideas to consider:
Beer Garden or Patio
If you have outdoor space available, consider adding a beer garden or patio to your taproom. This can be a great way to increase your seating capacity and create a relaxing, al fresco atmosphere for guests. Add shade structures, heaters, or misters to make the space comfortable year-round.
Private Event Space
Consider adding a private event space or room to your taproom to host corporate meetings, weddings, or other special occasions. This can be a lucrative revenue stream and help introduce new guests to your brand. Offer customizable food and beverage packages, A/V equipment, and decor options to make planning easy for clients.
Expanded Food Program
If you’re currently offering a limited food menu or partnering with food trucks, consider expanding your kitchen capabilities to offer a full-service restaurant experience. This can help increase your average check size and encourage guests to stay longer. Hire an experienced chef and kitchen staff, and invest in high-quality equipment and ingredients.
Satellite Taprooms:
If you’re looking to reach new markets or tap into different demographics, consider opening a satellite taproom in a neighboring city or state. This can be a great way to test new concepts or showcase special releases without the overhead of a full production facility. Partner with local businesses or events to build buzz and attract new guests.
Online Store
If you’re seeing strong demand for your beers and merchandise beyond your local market, consider launching an online store for direct-to-consumer sales. This can be a great way to build your brand nationally and generate additional revenue streams. Partner with a reliable shipping provider and invest in e-commerce software that integrates with your inventory and accounting systems.
Before pursuing any expansion plans, be sure to do your due diligence and crunch the numbers carefully. Conduct market research, create detailed financial projections, and seek input from industry experts and advisors. Ensure your current operations are stable and profitable before taking on new debt or risk.
By strategically expanding your taproom footprint, you can reach new audiences, diversify your revenue streams, and take your brand to the next level.
10. Promote Your Taproom Effectively
Even the best taproom experience won’t generate buzz or profits if no one knows about it. That’s why effective marketing and promotion are critical to the success of your taproom. Here are a few strategies to consider:
- Website: Your website is often the first point of contact for potential guests, so make sure it’s informative, up-to-date, and on-brand. Include your taproom hours, location, beer menu, food offerings, and upcoming events. Optimize your site for search engines and make sure it’s mobile-friendly.
- Social Media: Social media is a powerful tool for building brand awareness, engaging with guests, and promoting your taproom offerings. Maintain active profiles on platforms like Instagram, Facebook, and Twitter, and post regularly with high-quality photos and videos. Use relevant hashtags, tag partners and influencers, and respond promptly to comments and messages.
- Email Marketing: Build an email list of your most loyal guests and send regular newsletters with updates on new beer releases, upcoming events, and exclusive promotions. Segment your list based on interests and behavior to ensure your messages are targeted and relevant. Use engaging subject lines and compelling calls-to-action to drive opens and clicks.
- Local Partnerships: Partner with local businesses, organizations, and events to cross-promote your taproom and reach new audiences. Collaborate on special beer releases, food pairings, or charity events. Sponsor local sports teams, festivals, or cultural institutions to build goodwill and brand recognition.
- Influencer Marketing: Identify local beer bloggers, journalists, and social media influencers who align with your brand values and target audience. Invite them to your taproom for special tastings, tours, or events, and encourage them to share their experiences with their followers. Offer exclusive content, giveaways, or commission-based partnerships to incentivize promotion.
- Paid Advertising: Consider investing in targeted paid advertising to reach new audiences and drive traffic to your taproom. Use platforms like Google Ads, Facebook Ads, or local print or radio ads to promote special events, new beer releases, or seasonal offerings. Track your results carefully and adjust your strategy based on performance.
Effective marketing and promotion are critical to the success of your taproom. And as Chris Osborne, founder and CEO of Hoptimized Digital, explains in a Craft Beer Professionals interview, taproom marketing doesn’t end when a customer makes a purchase. In fact, that’s just the beginning of a new phase in the customer journey.
“The real last phase of the customer journey is the refer phase, and really we’re talking about how we’re going to drive good reviews and get good referrals from folks—and referrals I think are an important part of the marketing mix for taprooms as well.”
Osborne emphasizes that cultivating referrals and positive reviews is an essential component of a comprehensive taproom marketing strategy. Happy customers who share their experiences and recommend your brewery to others become powerful brand ambassadors, driving word-of-mouth buzz that can attract new visitors.
To encourage referrals, breweries can employ tactics like simply asking satisfied patrons to leave a review, offering incentives or discounts for referrals, or leveraging their existing customer email list to solicit reviews and shares. By proactively pursuing this “refer” stage of the funnel, taprooms can turn one-time guests into loyal advocates.
By implementing a multi-channel marketing strategy and consistently promoting your taproom across touchpoints, you’ll build brand awareness, generate buzz, and keep your seats filled with thirsty guests. Prioritizing referrals and reviews as a key phase in the customer journey, as Osborne suggests, is a savvy way to accelerate that virtuous cycle of visits, sales and organic growth.
Starting and Growing A Thriving Taproom
Starting and managing a profitable brewery taproom takes hard work, strategic planning, and a commitment to exceptional guest experiences. By following these expert tips and best practices, you’ll be well on your way to creating a thriving taproom that showcases your brand and delights your guests.
Remember to prioritize hospitality at every touchpoint, from the moment guests walk through your door to the final sip of their beer. Invest in your team, your space, and your offerings, and continuously seek ways to improve and innovate.
As you grow and evolve, consider partnering with industry experts and advisors who can help you navigate challenges, seize opportunities, and take your taproom to the next level. Look for partners who share your values and vision, and who offer comprehensive solutions tailored to the unique needs of craft breweries.
With the right strategies, tools, and support, you can turn your taproom into a profitable, memorable, and enduring destination for craft beer lovers far and wide. Cheers to your success!
Ready to Pour More Profit Into Your Taproom?
Ekos is industry leading craft brewery management software that can help you streamline your operation, improve your guest experience, and boost your bottom line. From inventory and production management to POS integration and analytics, Ekos offers a comprehensive solution for breweries of all sizes. Book a demo today and discover how Ekos can help you take your taproom to the next level. Cheers!
