Let’s be honest, there’s never enough time to stay ahead of the curve. Between running the day-to-day and rolling with constant interruptions, it’s tough to stay on top of what’s new and think about the bigger picture. At DraughtLab, we talk to breweries all over the world every single day, so here are some of the top trends and highlights we’re hearing about this year.
1. Lagers are on the rise
Lagers have made a comeback in the craft space, and it's a trend that resonates with both brewers and customers. Opportunities (and frankly, tank space) are opening up for brewers to play with, and fewer styles show off precision and skill like a well-made lager.
It’s also no secret that modern drinkers prefer low ABV and “cleaner” beverages compared to a few years ago, so lagers make sense, but maybe not the six packs our dad’s used to drink. In our studies, drinkers respond well to beverages that are crisp and complex yet still approachable, a balance that seltzers and canned cocktails are currently nailing.
2. Telling your story works
Lately, we’ve been posting videos on social media to break down taproom topics and let breweries share their stories. We figured industry folks would appreciate it but were excited to see so many customers connected with the stories as well. Even something as simple as explaining what that side pull tap does at your bar (more on that later), can be enough to make someone recommend your place to friends.
Don’t underestimate the power of communicating about your brand and recruiting free ambassadors for your products. Have your staff tell the stories behind what makes you stand out, and let the people know.
3. Great guest experiences need great staff
Taproom staff are the face of your brand, shaping the guest experience through every pour, conversation, and interaction. Whether it's opening new locations, ever-rotating tap lists, or staff turnover, the reason it makes this list is because we get asked staff-related questions all the time. So much so, we launched a new app to help out with training!
A recent study showed a direct correlation between customer satisfaction and sales in craft breweries, to the tune of $5.31 more spent per “highly satisfied” person. And what did they find as a significant driver of customer satisfaction? Staff friendliness and knowledgeability. It pays off to develop this part of your organization.
4. Salads & Shared Plates?
We visited the websites of 100 top-rated taprooms across the US to see what they have on their menu. To our surprise, salads were the most common food item followed by shared plates. Both options tend to be simpler to prepare, higher margin, and a nice alternative to full meals.
5. Side pull taps are everywhere
They used to be a rare sight in the US, but we’re really pleased to see side pull taps popping up in neighborhood taprooms. Since we’re sensory scientists at heart, we love the unique appearance and texture they add to beer, as well as the reduced acidity and bitterness compared to regular taps. They also match with the trends already mentioned above since they’re unique and play well with lagers.
6. Focus on dwell time
Dwell time refers to how long a guest stays in your taproom, and it’s a key factor in boosting sales, enhancing experience, and increasing brand loyalty. Put in simpler terms, the longer people stay, the more they spend.
This can be accomplished in a lot of different ways, but the general rule of thumb is to know your audience and make them feel comfortable, engaged, and welcome. Make your taproom pet-friendly, offer free snacks, or signal to families that children are welcome by offering a kid’s menu… whatever it takes to craft the experience your customers are looking for.