OnTap Magazine

LAST ROUND These are just three strategies for creating awesome experiences in your brewery. But there are countless more just waiting to be unleashed from your imagination. Whatever the chosen strategy, however, the principle to keep in mind is this: craft beer is about creating awesome, authentic experiences. You don't have to (and should not) imitate mass-market breweries when it comes to enticing and creating fans of your beer. By emphasising the unique characteristics of your beer, connecting to local communities, and treating your brewery as an ongoing festival, you're already miles ahead of big-budget breweries. The basic elements of a great experience are already there for you to grab hold of. The question now is simply, what are you waiting for? your branded swag like caps, t-shirts and the like. Branded merch is a walking billboard for your brewery. • Festivals give attendees the opportunity to sample a wide range of beers from different breweries. You can do the same by maintaining a guest tap or two. This is also a great way to get the conversation started for future collaborations with other brewers. • Brewers often come up with festival- specific brews. You can do the same with your limited edition beers. Base them around a theme that fits your brand and create some much- needed intrigue and excitement for your fans by hyping their release and exclusive production run. • Meeting the brewer is a wonderful part of a good beer festival. Indeed, I am often disappointed when brewers choose not to attend festivals--it fails to capitalise on a major advantage that craft has over macro. And given that you should be in your own brewery most of the time, this element is pretty easy to accomplish. How about an "evening with the brewer" or you taking people through a kick-ass brewery tour? Fans will love it. CREATING AWESOME, AUTHENTIC EXPERIENCES GOING PRO 1-2April 2022 And what rough beast, its hour come round at last, Slouches towards Greyton to be born? version six