Using Your Brewery Space to Generate Revenue

A common question among brewery operators is, "How can we increase revenue?" While there isn't a one-size-fits-all solution—since each brewery has its unique characteristics—one element they often share is space. We could head into topics like ancillary revenue, loyalty programs, and cost management, but events present the most significant opportunity for generating new revenue. By offering predictable income, enhancing space utilization during both peak and off-peak times, and encouraging consumption, events can become a lucrative revenue stream for your brewery and a marketing goldmine.

Recently, we hosted a webinar in collaboration with Craft Beer Professionals, featuring insights from our friends at Tripleseat and the experts at Stone Brewing, the ninth-largest brewery in the United States. If you missed it, don’t worry—we're here to share the tips and tricks you need to make the most of the upcoming event season and boost your bottom line!

Leverage Marketing Activities to Drive Event Revenue

Your brewery is more than just a place to brew amazing beer. It's a space, a vibe, a community hub. And guess what? That space can be your secret weapon for boosting revenue. Let's talk about turning your taproom into a cash cow without losing that authentic, craft beer soul.

First, let's shine a spotlight on your space. Take a good, hard look at your brewery. Is it cozy and intimate, or open and airy? Maybe it's got industrial charm or rustic warmth. Whatever it is, that's your unique selling point. Capture it in stunning photos. Make people feel the vibe through images. These pictures will be your marketing gold, so don’t skimp. Now, let’s get digital. Your website is your online taproom. Use it to showcase your space, highlighting its flexibility. People want to envision their events there - a birthday bash, a corporate retreat, or a cozy wedding. Make it easy for them to picture it with clear layouts, virtual tours (if possible), and detailed capacity information.

Word-of-mouth is still king, but a little push doesn't hurt. Invite local businesses, event planners, and community groups for a behind-the-scenes look. Show them how your space can be transformed. Host a few killer events to demonstrate your capabilities. And let’s not forget the power of email. Keep your brewery top-of-mind with regular newsletters showcasing your space's versatility and special offers.

To supercharge your event game, consider bringing in an event coordinator. This is like adding a secret weapon to your team. They’ll handle the nitty-gritty, freeing you up to brew more beer. And the best part? A commission-based model means you're investing in growth without breaking the bank.

Remember, it's not just about renting out space. It’s about creating experiences. Let your brewery's story unfold through social media. Share the laughter, the cheers, the memories. Build a community around your brand.

Creating Your Own Events

Breweries have a golden opportunity to reclaim their role as the “third place” — a vital neighborhood gathering spot. While you may already have your loyal regulars and bustling weekends, the challenge remains: How can you consistently draw an extra 25-50 guests to boost your revenue?

Many breweries tend to focus inward, relying on tried-and-true methods to retain their existing customers. While this is a solid strategy for maintaining a steady clientele, expanding your reach requires innovation and fresh ideas. Traditional events like live music and trivia nights have their place, but it's time to view them through a new lens. Could a niche trivia night attract a different crowd? Could strategic partnerships create a regular influx of new patrons? We’ve explored these questions to offer some exciting ideas that could help spark inspiration for your brewery.

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The Modern Social Scene

In urban, densely populated areas, particularly among younger demographics, sports leagues are booming (hello, pickleball!). These leagues are emerging as the new social hubs — think of them as the latest dating apps. How can your brewery tap into this trend and attract a new generation eager to blend socializing with a few pints?

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One effective strategy is to collaborate with these leagues. Companies like Volo, a leading sports league organizer, often partner with bars and breweries to become sponsor venues for their games. Imagine 40-60 Millennial to Gen Z players descending upon your brewery after a match. This isn't just about slapping your logo on a T-shirt; it’s about creating an engaging and memorable experience for this vibrant crowd. Even on traditionally slower days, you can draw significant traffic by embracing this opportunity, as these leagues are run all day, everyday. 

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Not located in an area with bustling sports leagues? No problem! Leverage your brewery’s space — whether it’s a backyard, parking lot, or adaptable indoor area — to host your own “Pints & Pickleball” day. By creatively utilizing your existing spaces, you can create events that appeal to guests of all ages.

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For a fresh take on classic activities, consider hosting events like drag bingo, taproom yoga, or becoming the go-to watch bar for local fan clubs. Start a cornhole league or any other interactive, fun-filled event that resonates with your community. The possibilities are endless!

‍Turn Your Brewery into an Event Powerhouse with GoTab and Tripleseat

Large-scale events are a golden opportunity to boost your brewery's bottom line and create unforgettable experiences. But let's face it, managing these events can be a daunting task. Enter GoTab and Tripleseat: the dynamic duo that transforms your brewery into a seamless event operation.

Imagine a world where booking, planning, and executing events is effortless. With GoTab and Tripleseat, this becomes a reality. This powerful combination empowers you to handle large-scale events, group reservations, and even offsite catering with remarkable efficiency, allowing you to say goodbye to the headaches of managing event deposits. GoTab and Tripleseat handle it all. Deposits are automatically processed, tracked, and applied, giving you more time to focus on creating amazing experiences. Your guests will appreciate the smooth booking process and the peace of mind knowing their deposit is secure.

On event day, the magic continues. GoTab’s mobile ordering and shared tabs revolutionize the guest experience. Your patrons can easily order food and drinks from anywhere on your property, whether they're mingling or enjoying live entertainment. Shared tabs make group outings effortless, encouraging longer stays and increased spending while limiting the burden your staff faces to deliver elevated hospitality. 

And for those next level events?  Enter GoTab's custom Event Cards. These personalized cards offer a sophisticated way to manage event privileges and preferences. From VIP packages to drink specials, you can create tailored experiences for every guest. Plus, by eliminating the need for physical tickets, you streamline operations and reduce waste.

By integrating GoTab and Tripleseat into your brewery's tech stack, you're not just upgrading your operations; you're transforming your business. You'll handle events with ease, delight your guests, and boost your bottom line.

Explore our integration with Tripleseat

Check out our Brewery POS Features

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