Embarking on the quest to resonate with Gen Z in the brewing realm feels like tapping into a keg of boundless possibilities. As a member of Gen Z myself, I can tell you that a lot of the stereotypes are true, but for breweries looking to grow their audience, this generation poses a unique opportunity to engage and delight those seeking authentic experiences. This exploration explores the strategies craft breweries can employ to authentically connect with the generation known for reshaping the beer landscape, always with a smartphone at their fingertips.
Understanding Gen Z
Meet the digitally immersed generation, seamlessly navigating Instagram and TikTok, and passionately advocating for a greener, more responsible planet. Grasping their values and preferences is the cornerstone of capturing their attention.
Crafting Brewery Strategies for Gen Z Appeal
Events
Gen Z craves engaging activities! Consider becoming a partner bar for various sports leagues, which are currently very popular in most cities and often attract 21-26 year-olds who gather somewhere afterward. (look up the company Volo for partnerships). Other successful events include dating trivia, dog-friendly gatherings, and hosting game-day watch parties on Sundays.
Social Media Prowess
A brewery’s absence from Instagram or TikTok equates to missed opportunities. Share your brewing journey, unveil captivating stories, and encourage customers to share their experiences. Whether it’s the brewery’s history, the quirky team, or the intricate brewing process, Gen Z thrives on compelling narratives. (Spend 30 minutes scrolling through TikTok to see what’s trending.)
Tech-Driven Taprooms
Convenience reigns supreme! Integrate cutting-edge POS technology for shared tabs, seamless mobile ordering, and real-time communication. This allows your team to focus on crafting memorable moments, ensuring a stellar and hassle-free experience that beckons patrons to return.
Loyalty Building
Fostering loyalty necessitates meeting patrons where they are. A robust POS system enables tailored discounts, guest-segmented campaigns, and personalized rewards, laying the groundwork for meaningful connections with the next generation of craft beer enthusiasts.
Innovative Brews
Standard beers won’t make the cut. Embark on an experimental journey with funky flavors and limited-edition brews. Consider introducing healthier options to cater to diverse tastes.
Experiential Moments
Gen Z yearns for experiences. Host brewery tours, conduct beer-making workshops, and organize local events to create shareable memories that extend beyond the beverage itself.
It transcends the mere act of selling beer to Gen Z; it’s about sculpting a brand that resonates with their ethos. Embrace sustainability, leverage digital platforms, infuse innovation, and transform the journey into an immersive experience. Breweries that master this art are poised for an exhilarating ride alongside a generation dedicated to living their values. Cheers to crafting meaningful connections!
Explore how GoTab’s Brewery POS features can elevate your brewing operations and seamlessly appeal to this new era!
Author- Lucas Topper, Digital Marketing Manager- GoTab
Lucas Topper is a Digital Marketing Manager at GoTab, a Hospitality Commerce Platform that delivers innovative POS and ordering technology to restaurants, breweries, food halls, and other venues. Lucas is a recent graduate in marketing innovation from the Master of Hospitality Management (MMH) program at Boston University, where he served on the Executive Board of Student Government and was a recipient of the hospitality leadership award. Prior to that, he worked as a Maitre D’ at a Wine Spectator Award-winning establishment during his college years and completed various marketing internships at top QSR brands and international startups while enrolled in graduate school.
