What Every Craft Brewery Can Learn from Andrew Coplon
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If you spend any time in the craft beer world, you’ve felt the impact of Andrew Coplon—founder of Secret Hopper and Craft Beer Professionals, two of the most influential forces pushing breweries to sharpen their taproom experience. In the latest episode of Behind the Tab, Andrew sat down with us to share his journey, the data behind guest engagement, and the small habits that separate thriving taprooms from struggling ones.
Whether you’re operating a small taproom or multiple locations, this conversation is packed with actionable insights you can apply today.
From a “Crazy Idea” to an Industry Movement
Andrew didn’t begin his career in beer. In fact, Secret Hopper was born out of one of his “crazy ideas” after years working in stadiums and foodservice. The vision: mystery shopping for breweries, focused not on beer quality—but on the guest experience.
What started with one idea quickly became two companies:
- Secret Hopper, designed to help breweries measure and improve service through real guest feedback.
- Craft Beer Professionals, now a community of more than 18,000 members, built to help operators learn from each other and grow.
Today, Andrew spends most of his time supporting brewery operators, running educational workshops, and gathering the kind of industry data most taprooms wish they had.
The Biggest Opportunity Breweries Are Missing
If Andrew could wave a magic wand and change one thing in taprooms everywhere, it would be this:
Ask guests if they want beer to-go. It sounds simple—but the data is staggering.
According to Secret Hopper:
- Guests buy beer to-go on their own only 9% of the time.
- But when staff ask, purchases jump to nearly 50%.
That’s a 5x increase—just by asking a question.
Taprooms that succeed aren’t just pouring great beer; they’re building habits that turn one-time visitors into loyal regulars.
The Power of Flights and Why Your Team Shouldn’t Resist Them
Flights are another overlooked opportunity. Taprooms often avoid promoting them because they’re time-consuming to pour on busy days. But for guests, they’re essential. Flights help newcomers discover what they like—and that leads to return visits. The data proves it: when staff offer a flight, tabs average $13 higher.
“If you can educate guests and help them find something they really enjoy, they’re more likely to spend more now—and come back sooner,” Andrew explains.
Hospitality Starts With Habits
One recurring theme in the conversation: developing habits.
Inspired by the book Atomic Habits, Andrew encourages breweries to pick one behavior their staff should focus on for 30 days. Examples include:
- Greeting every guest
- Asking if they’d like a flight
- Suggesting a to-go option
- Checking if they’d like another round before they close out
Choose one, track it, motivate the team, and measure impact. Over time, these micro-habits add up to a transformative guest experience.
Why the Taproom Experience Matters More Than Ever
“Your competition isn’t the brewery down the street—it’s every place someone could go to spend a dollar or their time,” Andrew emphasizes. In 2025, taprooms aren’t just beer producers. They’re:
- Event venues
- Restaurants
- Community hubs
- Third places where guests spend meaningful time
Breweries that win are the ones embracing storytelling, hospitality, and consistent guest engagement—not just great beer.
Two Trends Andrew Wants Operators to Embrace
Taprooms offering food
Guests who order food spend 80% more, and breweries that offer food keep people onsite longer. Small plates or snacks are enough to shift the entire experience.
Becoming event destinations
Seasonal events, workshops, private parties, and recurring experiences introduce new audiences and deepen loyalty.
One Taproom Trend He Hopes Disappears
Confusion. Andrew’s biggest hospitality pet peeve is walking into a space where guests don’t know where to order, what the menu includes, or how the experience works. Clear signage, warm greetings, and simple instructions go a long way.
The Data Doesn’t Lie: Guest Engagement = Revenue
One of Andrew’s favorite metrics for measuring engagement is tip percentage. Taprooms where staff engage guests more deeply see higher tips—often a clear indicator of stronger guest connections and better business outcomes.
Exclusive for GoTab Customers: A Free Secret Hop
As a thank-you to Behind the Tab listeners, Andrew is offering GoTab customers one free Secret Hop—a mystery shop to evaluate your taproom’s guest experience.
Just email andrew@secrethopper.com with the subject line “GoTab Podcast” to redeem.
Don’t Miss the Full Conversation
This episode is packed with practical advice, candid stories, and data-backed insights that every brewery operator should hear.
👉 Listen to the full conversation on Behind the Tab.
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.
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Tap Room Playbook Episode 3:
The best breweries pay attention to what their brand stands for. How do the best brewers bring their brand to life?
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