How To Create a Balanced Beer List at Your Brewery

Recently, there has been a huge shift in beer drinkers seeking out higher-end beers brewed locally with a strong or prominent taste. Your tap list has the power to determine who comes to your business, who buys more than one beer, and more. With this major shift, you may be wondering how you can create a balanced beer list for your brewery that will appeal to all types of beer drinkers.

Listen to Feedback and Understand Your Target Audience

With your business up and running, you should have a general idea of your target audience. Still, you may attract customers from other demographics you might not expect. As you gain more customer experience, listen to their feedback so that you can cultivate a tap list that is inclusive to all taste buds.

Typically, the younger crowd, in their 20s or early 30s, will like to experiment with more flavors and craft beers, while the older generations might be more causal drinkers and prefer a mass-produced beer.

Everyone’s Taste Is Different

Catering to a specific type of demographic is never the best option because you could be losing out on business from other individuals. For example, brewing an American lager will drive attention from individuals that like to experiment with flavors—but leaving out IPAs or lighter beers for the other crowd could harm your business. Finding a balance for your tap list is essential for accommodating the preferences of anyone who walks through your doors.

The five most prominent flavors in brewing beer are as follows: salty, sour, sweet, bitter, and umami (savory). Consider having these options available so the daredevils can explore new flavors while casual drinkers can stick to their favorites.

Create a Diverse Variety of Options

Aside from flavors, you must create a balanced beer list that offers non-alcoholic beverages, craft beers, specialty drinks (like seltzers), and mass-produced beers. Typically you want the first beer a customer buys to lead to a second beer, and having only a select few options will deter this behavior. Your brewery’s tap list doesn’t need to be overly extensive, but don’t overcrowd one category and neglect the other—find the balance that suits your audience.

Furthermore, there are specific selections that are seasonal. For example, a stout or coffee beer might be more appealing in winter, whereas fruity or sour drinks are attractive in summer. Don’t forget to update yourself on the current trends in the brewing industry; trendy items can generate quicks sales because beer enthusiasts will likely want to try the new concoction.

Don’t be afraid to experiment with different types of beers and beverages. If you offer other craft beers besides those you brew in-house, consider advertising other local breweries, as this will attract more customers to both locations. Striking a balance on your tap list will allow you to make more sales and reach a larger target audience.