How Breweries Can Win Over Gen Z with Experiences, Not Just Beer
In a recent conversation between Adam Howe (Solutions Engineer at GoTab) and Evan Blum (Co-Founder of BrewedAt), we explored what it takes to attract and engage Gen Z through experiential marketing and tech-forward operations. Here’s what every modern brewery should know.
As Gen Z begins to reshape the hospitality landscape, breweries and brewpubs face a pivotal challenge — and a massive opportunity. With their digital-native mindset, value-driven spending habits, and hunger for authentic experiences, Gen Z drinkers aren't just looking for a cold beer. They're seeking community, creativity, and connection — and that means breweries need to think differently.
In a recent conversation between Adam Howe (Solutions Engineer at GoTab) and Evan Blum (Co-Founder of BrewedAt), we explored what it takes to attract and engage Gen Z through experiential marketing and tech-forward operations. Here’s what every modern brewery should know.
Gen Z Isn’t Drinking Less — They’re Drinking Smarter
Yes, Gen Z is drinking less alcohol overall — but it’s not because they’re not imbibing anything. They’re more intentional. They want purpose behind their purchases and connection in their consumption. For Gen Z, going out is about more than just having a drink — it's about creating memories.
So, what brings them out to your taproom? Hint: it’s not a 2-for-1 happy hour.
Experience Is the New Currency
From immersive events like Mario Kart tournaments, SpongeBob watch parties, and Royal Rumble video game nights, to collaborative scavenger hunts that span multiple breweries, Gen Z wants moments they can talk about, share, and remember. These aren’t just gimmicks — they’re how Gen Z builds affinity with your brand.
Want proof? A single Mario Kart tournament organized by BrewedAt led to a 38% increase in sales for one brewery — in a single day.
Your Tech Stack Matters — A Lot
Gen Z lives on their phones. They expect seamless, tech-enabled experiences — and they can spot clunky systems from a mile away. That’s where GoTab comes in.
With GoTab, breweries can:
Enable mobile ordering and self-service, without eliminating hospitality.
Use real-time messaging and marketing to communicate with guests at key moments — right on their devices.
The key? Flexibility. Not every guest wants a high-tech interaction. GoTab empowers operators to serve both the analog-loving regular and the TikTok-scrolling first-timer — all within one system.
It’s Not About Discounts — It’s About Value
Gen Z isn’t hunting for deals. They’re looking for value — and they’re willing to pay for it. Instead of slashing prices, breweries should focus on crafting experiences worth showing up for. Think: limited-time releases, surprise menus, timed exclusives, and community-driven events.
Pair that with GoTab’s ability to track behavior, analyze ROI, and retarget customers through built-in messaging tools, and you’ve got a winning formula for long-term loyalty.
Authenticity > Advertising
Whether it's social media, podcasts, or short-form video, Gen Z wants real stories from real people. Your best brand ambassadors might already be behind the bar. Encourage staff to participate in content creation. Let them showcase your culture. And remember — you don’t need a full-time media team to make an impact. A well-shot 30-second video can go further than a glossy billboard.
Final Thoughts
The breweries thriving in the years ahead will be those who embrace innovation, flexibility, and a deep understanding of what their guests actually want. Gen Z is already changing the game — and with GoTab, you're fully equipped to play.
Want to see how GoTab can help your brewery tap into the next generation of guests? Schedule a demo today!
Tap Room Playbook Episode 2:
When you really think about it, with everything managers need to do in a tap room, the hospitality aspect is often overlooked.
Situated “in the heart of it all, yet tranquil enough to make you feel away from it all too,” The Limelight Hotel Snowmass offers 99 hotel rooms and 11 residences, as well as footsteps-to-gondola access in winter and summer — right in the middle of Snowmass Base Village.
The Situation
Especially over the last few years, the Limelight Hotels IT team had witnessed a significant shift to contactless technology in the hospitality industry. After evaluating friction points in the guest journey, aligning with modern technology platforms in their restaurant was determined to be an effective way to offer elevated contactless dining experiences to their guests while also evolving their technology platforms to continue to support long-term company goals. Limelight Hotel partnered with GoTab to provide an enhanced on-demand dining experience on par with the brand’s reputation for exceptional guest service.
The Solution
Reducing Staff Touch Points Without Sacrificing Guest Experience
Guests are now able to begin a tab from their room or the property’s restaurant by scanning a QR code, texting a link to friends or family members on the ski slope to add in their orders, then meeting up together at the patio or lodge to enjoy their meal and après ski festivities without interruption. By streamlining tasks like inputting orders and processing payments, this eliminates friction for hotel staff and allows them to focus on delivering renowned guest service for a memorable experience. Since partnering with GoTab, Limelight Snowmass has consistently seen higher check averages and sales.
“We found the Point of Sale platforms we were looking at offered the guest and staff limited opportunities to further reduce touch points or improve the traditional restaurant experience. The GoTab platform enabled the guest to take an active role over the flow of their experience while simultaneously reducing touch points and further streamlining restaurant operations.”Nick Giglio, Manager of Hotel IT Operations, The Little Nell Hotel Group
According to the Limelight Hotels team, some of the other platforms that were evaluated were either missing some of the pieces they were looking for, had weak customer support models, or had little willingness to develop integrations to existing hotel platforms already in place. To that end, GoTab integrated with cloud-based platform, Infor. Together, GoTab and Infor are providing dynamic solutions to support central, efficient service across hotel amenities and deliver exceptional guest experiences.
“Previously, guests would call down to the restaurant to begin an order from their room or while they were out enjoying the ski slopes. Using GoTab, guests can now place orders from anywhere on the resort, giving them the on-demand service they want without interrupting their day. GoTab empowers us to give control to the guest, reducing touch points and streamlining overall restaurant operations, making Limelight Hotel the resort of choice for Snowmass.”Nick Giglio, Manager of Hotel IT Operations, The Little Nell Hotel Group
Since introducing GoTab, The Limelight Hotel has seen a consistent level of upsells and items sold per check resulting in additional revenue capture. They have been able to maintain service levels in their restaurants during periods when there was reduced staffing available without significantly diminishing the guest experience.
The Benefits
Eliminate Phone Orders – Take Orders from the Slopes. Guests can start a tab from their room or on the mountain without interrupting the flow of their day.
Future-Proofed Technologies – Delivering elevated contactless ordering via integration with the Infor hotel management platform.
Eliminating Friction in the Guest Journey – Maintaining service levels during periods of reduced staff without diminishing the guest experience.
Eliminating Friction in the Guest Journey – Maintaining service levels during periods of reduced staff without diminishing the guest experience.
Eliminating Friction in the Guest Journey – Maintaining service levels during periods of reduced staff without diminishing the guest experience.
Eliminating Friction in the Guest Journey – Maintaining service levels during periods of reduced staff without diminishing the guest experience.
Eliminating Friction in the Guest Journey – Maintaining service levels during periods of reduced staff without diminishing the guest experience.
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