Why Breweries Need to Take Back Their Guest Relationships

Lessons from TapWyse on Memberships, Apps, and Direct Marketing

Craft breweries have always been great marketers.

From label design to taproom atmosphere to the creativity of their events and community programming, breweries understand how to build brands people care about. But the way breweries communicate with their guests has changed dramatically over the last decade.

In a recent episode of Behind the Tab, we spoke with Ross Stensrud from TapWyse about what those changes mean for breweries today—and why many operators are rethinking how they connect with their customers. Ross works with breweries across the country helping them build custom-branded mobile apps designed to strengthen the relationship between breweries and their guests.

The idea is simple: breweries should own their customer relationships, not rent them from social media platforms. And that conversation is becoming more relevant every year.

The Myth That Brewery Guests Won’t Download Apps

One of the most common objections Ross hears from brewery operators is simple: “People won’t download an app for a brewery.” But the data says otherwise. According to TapWyse’s internal data, brewery app downloads increased 387% year-over-year from January 2024 to January 2025.

Why? Because the people sitting in your taproom are already invested in your brand. “They’re there for a reason,” Ross explained. “They care about your brewery and what you’re doing.” For guests who already enjoy the experience of your space, downloading an app to access perks, events, or rewards isn’t a stretch. It’s simply another way to stay connected.

And when you look at broader mobile usage patterns, the trend becomes even clearer. Roughly 85–90% of smartphone time happens inside apps, not web browsers. In other words, apps aren’t a niche channel anymore. They’re where most digital interactions already happen.

The Growing Problem With Social Media Reach

For years, breweries relied heavily on platforms like Facebook and Instagram to communicate with guests. If they built their following, posted updates about new releases or events, their audience would see it. That dynamic has changed dramatically. Ross pointed out that even when someone follows a brewery on social media today, the likelihood they’ll actually see a post is often just 4–7%.

That means a brewery with 10,000 followers might only reach a few hundred people organically. “We spent years building these followings,” Ross said. “And now those platforms control who actually sees what we post.” At the same time, social media companies increasingly encourage businesses to pay for advertising to reach the audiences they already built. For small and independent breweries, that creates a difficult dynamic. You’re effectively paying rent to access your own audience.

Why Owning the Communication Channel Matters

Because of these changes, Ross believes breweries should focus on something increasingly valuable: Direct communication channels. That could mean email lists, SMS messaging, loyalty programs, or mobile apps—but the goal is the same. Create a way to communicate directly with guests without relying on algorithms. “If you can bring that communication channel back under your control, it changes everything,” Ross explained. Direct channels allow breweries to:

• Announce new beer releases
• Promote events
• Offer member perks
• Drive repeat visits
• Build deeper relationships with guests

Most importantly, those communications reach the people who actually want to hear from you.

A Brewery Membership Program That Works

Ross shared one example that illustrates how effective direct guest engagement can be. San Diego–based brewery Pure Project created a membership program called Brew Crew. The program costs $20 per month and includes perks like:

• A $1 beer every week
• Birthday beer rewards
• Member-exclusive promotions
• Special taproom events

What makes the program powerful isn’t just the membership revenue. It’s the behavior it creates. Ross shared that Pure Project generates about $50,000 in annual recurring revenue from the program alone But the bigger impact comes from the increased taproom traffic. Members who come in to redeem their $1 beer don’t stop at one. “They come in for that dollar beer and they end up buying three beers instead of one,” Ross said. That type of program turns casual customers into regulars. And regulars are the backbone of every successful brewery.

What Breweries Should Do in the Next 30 Days

For operators thinking about their marketing strategy today, Ross suggests starting with a simple question: Do you actually own your guest communication channel? If the answer is no, the next 30 days are a good time to start fixing that.

Practical steps breweries can take include:

• Capturing guest email addresses in the taproom
• Building an SMS list for event announcements
• Launching loyalty or membership programs
• Encouraging guests to join digital communities tied to the brewery

The goal isn’t necessarily to replace social media. It’s to reduce reliance on it. When breweries build direct relationships with their guests, they gain something far more valuable than followers. They gain real connection, repeat visits, and long-term loyalty. And in a competitive craft beer market, that relationship can make all the difference.

About Behind the Tab
Behind the Tab is GoTab’s podcast exploring the ideas, operators, and technologies shaping the future of hospitality. Hosted by GoTab CMO Patricia Mejia and Director of Product Enablement Adam Howe, each episode features candid conversations with brewery owners, food hall leaders, restaurant operators, and industry innovators sharing real-world insights on running better hospitality businesses. Listen in to hear the strategies, challenges, and breakthroughs happening across the industry—straight from the people behind the bar, behind the kitchen, and behind the tab. https://gotab.com/podcast 

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