Guests are nearly 60% more likely to purchase beer off-premises if they have a high engagement experience at your taproom, vs. an experience described as low engagement. This stat is from a data set of nearly 2,000 unique taproom visits at breweries that also distribute.
Why does this matter? First, a story.
I was in fifth grade and participating in the DARE Program. Drugs Alcohol Resistance Education. Our instructor, I remember his name was J.R., was working to educate us on all the beer options out there — looking back on it, I’m not quite sure of his goal. They offered a prize to whoever could compile the largest list of unique beers that were on grocery store shelves.
Most kids simply listed the ones they saw in commercials or billboards, but I had my dad take me to the local grocery store. We went to Food Lion, asked to speak with the manager, and asked for a printout of all the offerings they had. This was approximately 1994 and I believe our list was over 200. I think I won the prize.
Levels of engagement defined
- Neutral: The staff goes through the motions, neither impressing or disappointing the guest.
- Low: The staff does not attempt to build a connection with the guest and is absent for the bulk of the guest’s visit.
- Moderate: The staff greets the guest, offers recommendations, and checks back in a timely fashion.
- High: The staff goes above and beyond moderate, “wow”-ing the guest.
Fast forward to now, and the number of breweries and options well exceeds this, and it can be quite hard for consumers to make a decision.
In a recent conversation I had with Mary Guiver (Principal Global Category Merchant; Whole Foods Market Inc.), she stated, “it’s not a beer fridge anymore.” Consumers are no longer just looking at a handful of beer brands, but countless beer offerings in addition to seltzer, RTDs, and the latest innovative creation. The shelves are crowded, and they’re no longer just beer.
Your taproom is where you can make a difference. Build a connection and that guest might just purchase your product the next time they’re out shopping. Offer a guest low engagement in your taproom, and they are 63% less likely to purchase your beer while out and about.
Moreover, from a data set of over 4,000 unique taproom visits, first-time guests are 99% likely to recommend and return to a brewery when their experience includes high engagement. When a guest’s first visit to a taproom includes low engagement, that drops to 45%.
Your taproom is your chance to build a connection. Teach them your story (or sing them your song?), and learn theirs. Educate them about your beers, and find what’s right for them. Offer a memorable experience, and invite them back. The taproom plays a vital role in today’s market to not only build relationships, but to build connections that result in future purchases.
Andrew Coplon is the Founder of Secret Hopper, a mystery shopping company for craft beer businesses, and Craft Beer Professionals, a community dedicated to the growth and betterment of the craft beer industry. Check out all of his CBB articles here.
Andrew Coplon says
Thanks for sharing!