Expanding Taprooms Beyond State Borders – A Discussion on Strategies
Running a successful taproom requires a lot more than just brewing good beer. There are a lot of factors that come into play in making your taproom a popular destination for beer lovers. And if you’re looking to expand your reach beyond state borders, the challenge becomes even greater.
In a recent episode of Brewbound Podcast, industry experts from Monday Night Brewing, Hi-Wire Brewing, and Weathered Souls Brewing Co. got together to discuss their strategies for expanding taprooms beyond their home state. Here are some key takeaways:
1. Don’t Rush Into Expansion
Expanding your taproom beyond state borders is a tempting opportunity, but it’s important not to rush into it. The experts agree that you should first focus on solidifying your presence in your home market and building a strong brand reputation before considering expansion.
Jake Raulston, the Director of Sales and Marketing at Hi-Wire Brewing, explains that expanding too fast can lead to quality control issues, which can ultimately hurt your brand’s reputation. He advises taking a step back and looking at the bigger picture before taking the leap.
2. Find the Right Partner/Franchise Model
If you are looking to expand into a new market, finding the right partner can make all the difference. Mark Eggers, Director of Sales at Monday Night Brewing, speaks about the importance of finding a partner who shares your values and ethos.
One potential strategy is to consider a franchise model. This lets you expand into new markets while maintaining control over your brand and quality standards. However, Eggers cautions that finding the right franchisee is essential, and advises taking the time to interview and vet potential partners.
3. Embrace Different Tastes and Preferences
Expanding to a new market also means embracing the different tastes and preferences of local consumers. Marcus Baskerville, Co-founder and Head Brewer at Weathered Souls Brewing Co., notes that the beer culture in Texas is quite different from other parts of the country, and he had to adapt his recipes and beer styles to suit local preferences.
Similarly, Raulston from Hi-Wire speaks about the importance of embracing different beer styles that cater to different taste profiles. He advises that it’s essential to offer a range of beers that appeal to a wide audience, rather than just sticking to your core lineup.
4. Join Groups and Associations to Build Networks
Finally, joining groups and associations within the industry can help you build networks and connections that can prove invaluable when expanding into new markets. The National Black Brewers Association is one such group that aims to promote diversity within the brewing industry.
The experts on the panel discuss the importance of diversity in the industry, and how initiatives like the National Black Brewers Association can help promote a more inclusive culture.
Conclusion
Expanding your taproom beyond state borders is a major undertaking that requires careful planning and a solid strategy. The experts agree that taking the time to build a strong brand in your home market, finding the right partners, and adapting to local tastes and preferences are key factors in making an out-of-state expansion successful.
Joining groups and associations within the industry can also help you build networks and connections that can prove invaluable. Ultimately, a successful taproom expansion requires a lot of hard work, patience, and a commitment to delivering high-quality beer that resonates with consumers.
