How to Increase Brewery Sales by Engaging Non-Beer Drinkers

As you look to the future and strategize ways to grow your brewery, it’s essential to think beyond traditional beer offerings. With the craft beer industry reaching maturity and quality brews available nearly everywhere, expanding your appeal to non-drinkers could be the key to sustained growth. Whether they’re abstaining from alcohol altogether or choosing quality over quantity, more people are exploring alternatives to beer. Here’s how you can tap into this trend and broaden your brewery’s customer base.

Nitro Cold Brew: A Winning Addition

One of the most exciting beverage trends to consider is nitro cold brew. This smooth, frothy coffee option has become a favorite at many major coffee chains, helping them capture market share from traditional hot drinks. For breweries, nitro cold brew presents an excellent opportunity to diversify offerings without a major overhaul.

You likely already have the necessary tap system in place. With minimal adjustments, you can start serving nitro cold brew from one of your existing taps. Here’s what to keep in mind:

• Gas Mix: You can use the standard beer gas mix (70% nitrogen, 30% CO2), but be aware that CO2 can gradually alter the flavor of the coffee. For the silkiest texture and longest-lasting flavor, consider using food-grade 100% nitrogen.
• Faucet Choice: While a regular tap works, a traditional stout faucet adds both texture and visual appeal. The restrictor plates in the stout faucet create that signature cascading effect as the coffee is poured.
• Nitrogen Regulator: A nitrogen regulator is essential for controlling the flow between the gas tank and the keg.
• Serving PSI: Depending on the effect you want, you can adjust the serving pressure. A lower PSI of around 8 will work, but slowly increasing it up to 35 PSI can enhance the cascading effect.

Nitro cold brew offers versatility, too. Serve it alongside brunch with customizable flavor options, or mix it with a stout to lower the alcohol content while introducing a unique taste profile. Serving coffee over ice is another way to keep it cold and boost profit margins.

Root Beer: A Sweet Alternative

Another fantastic option for broadening your menu is offering in-house root beer. You can keep it simple with a basic sugar water recipe and flavorings, or get creative with your own unique concoction.

To serve root beer effectively, use a hose about 25-30 feet long and 3/16 inch in diameter, pushing the beverage at around 30 PSI. A longer line helps prevent the root beer from pouring too quickly and aggressively.

Dedicate a tap line exclusively to root beer and clean it weekly to prevent sugar buildup, which can cause maintenance issues. Once a line has been used for root beer, it’s nearly impossible to remove the flavor.

Root beer is a hit with kids and non-drinkers alike, offering a nostalgic, alcohol-free option. It also lends itself perfectly to classic treats like root beer floats. By keeping your offerings simple yet diverse, you create a more appealing experience for customers while making operations smoother for your team.

Mocktails: Elevating the Experience

If your bar is already set up for mixed drinks, adding mocktails is a no-brainer. They provide a sophisticated alternative for those who prefer not to drink alcohol, without requiring significant additional investment.

Think beyond the basics. While a classic Shirley Temple is always a hit, consider elevating your mocktail menu with drinks like a virgin mojito. The key here is showmanship—crafting a mocktail with the same flair and attention to detail as any cocktail makes your non-drinking patrons feel just as special. This simple addition can help position your brewery as a true third space, where everyone can enjoy a great drink.

To-Go Orders: Meeting Customers Where They Are

With food delivery apps growing by about 25% each year, having a strong to-go program is essential for driving sales. The key to success here is a seamless, frictionless brewery point-of-sale experience.

Today’s customers expect convenience. Gone are the days of calling in an order and waiting to pay at pickup. Now, they want to order, pay, and receive notifications on their mobile device. A smooth, checkout process encourages repeat business—especially when paired with great food.

Consider incorporating easy promotions like coupons or “free appetizer” offers to boost sales on slower nights. This can transform an otherwise quiet evening into a profitable one.

If local laws allow, selling six-packs or mixed drinks to go can further enhance your revenue. This is particularly effective for occasions like Sunday football games or family dinner nights, making your brewery a go-to option even when customers aren’t dining in.

Ultimately, people want a frictionless purchasing experience, whether they’re in your taproom or ordering to go. Simplifying this process makes their experience more enjoyable and increases the likelihood of repeat business.

If you’re looking for a brewery POS that facilitates easy, frictionless sales—both for to-go orders and in-house service—GoTab’s point-of-sale system is a great place to start.

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