Tasting Room Packaging – Are You Ready?

By Brendan Ryan

The beauty of the spring season is finally upon us. I am sure that most of us in the industry would agree that with the improved weather, folks are more willing to embark on craft brewery tours. All of us would agree as members that Craft Beer tourism is an essential engine of growth for the industry as clearly evidenced by the extensive investment in the tasting and tap rooms that readily capture the brand regional identity of each unique craft brew.

I recently sat down in a remodeled tap in room situated in the heart of one of New York’s key tourism hubs with a member brew master and owner. The genesis of the remodel and expansion was to accommodate the dramatic increase of customer foot traffic.

The increased foot traffic through the tasting room had yielded a surge of on premise sales of flights and tastings. Both the owner and brew master were in agreement that there was significant, untapped opportunity to capitalize on growler and pint bottle sales as souvenirs and gifts. Additionally, a solution was needed to further deepen awareness of the brand across both the premium craft beer connoisseur and the casual premium beer drinker. As a key tourist destination, many customers were purchasing multiple filled growlers and pint bottles as gifts to the host of parties. The lack of adequate packaging for multiple unit purchases was a definite area of opportunity for this craft brew. The master brewer described some concepts he envisioned around branded, high-impact packaging for multiple unit growler and pint bottle purchases.

Photos of the packaging solutions are below:

Blank bottle carriergrowler packaging

You should have solutions ready for your customers to help increase sales and branding opportunities! Please reach ou tot me if you would like more info.