There are other events you can hold at your store as well.
#Homebrew shop conference plus#
This monthly beer swap has been so successful in creating a community, a homebrew club started out of it and a couple met and got engaged at one! Plus sales on that first Wednesday are always great. This monthly event allows beginners and advanced brewers a chance to meet and share what they have worked so hard on and it gives us a chance to hang out and get to know our most loyal customers. Depending on local laws, you may not be able to host something like this in your store, but try to find a place (a brewery, a bar, etc.) that may let you host one. One of the things we do to keep brewers coming back is host a monthly homebrew share. The class doesn’t have to be expensive, but it shouldn’t be free. We offer a discount coupon at the end of the class for one of our beginner kits. There is no substitute for human interaction. So many people tell me they go to YouTube for instruction, but find that the hands on class experience is what gets them started. A class can help the new brewer to overcome the intimidation they may feel and is a great opportunity to create new customers. Offer Beginner/Intro Classesīut how can we get people to start brewing beer? A great way is to offer beginning homebrew classes. Your store should be a vital source of information. We have three loose-leaf binders of our own step-by-step recipe sheets that the customer can take. Have store copies of homebrew books, American Homebrewers Asocciation (AHA) handouts, posters with hop and yeast varieties, etc. Make your store interesting and inviting. We’ve been told on many occasions that this one thing has kept people coming back. Make sure they introduce themselves and ask customers names. It’s very important to have a knowledgeable friendly staff that can answer questions and give advice. Create a Welcoming & Educational Environment
All of this creates brand loyalty and a sense of community. Immediate information, immediate sales, a place to feel comfortable. Your store can build and cultivate community to differentiate you from other retailers, especially online retailers. It makes sense that clubs and groups would form out of homebrewing.īy owning a brick and mortar shop you already have a competitive advantage.
Pubs and bars have been meeting places for as long as we’ve been around. Besides being a well-stocked shop, building a strong community is key. Our job in the homebrew shop is to get people to start brewing beer, keep them brewing and accommodate their needs as homebrewers. I’d like to share with you some of the things we do to foster community at Bitter & Esters. Every shop is different and what may work for one may not work for another. If you are in business, then you are doing something right! It can be a struggle, but I believe that what we do is of great value for all homebrewers. I raise a pint to everyone in the homebrew industry. By John LaPolla, co-owner of Bitter & Esters (Brooklyn, NY)
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