As the Midwest transitions into its long, cold winter months, brewery and taproom owners face a familiar challenge: maintaining foot traffic and customer engagement despite the chill. While glass igloos and heated patios are trendy solutions, they’re not the only way to winterize your taproom experience. You don’t need to relocate to a warmer climate or invest in major renovations to keep your space lively. With a little creativity and strategic planning, your taproom can become a cozy, bustling destination all season long.
Below are some strategies for winter in the taproom and keeping up foot traffic.
Create a Winter-Ready Event Calendar
Host a Board Game Night
Board games are more than just nostalgic fun – they’re a great way to encourage social interaction and longer stays. Consider hosting weekly or bi-weekly board game nights, complete with themed tables, game rentals, and drink specials. Promote the event as a way to beat cabin fever and connect with friends in a warm, welcoming environment.
To elevate the experience, you could even partner with local game shops or creators to showcase new or unique games. This not only supports local businesses but also adds a fresh twist to a classic idea.
Non-profit Partnerships
Winter is a season of giving, and your taproom can play a meaningful role in supporting local causes. Hosting fundraising events in collaboration with non-profits allows you to attract new audiences while committing to community values.
Whether it’s a charity trivia night, a silent auction, or a “pints for a purpose” campaign, these events create a feel-good atmosphere that encourages patrons to support both your business and a worthy cause. Be sure to promote these events across social media channels and email newsletters to maximize attendance and impact.
Lean Into Familiar Favorites
Sometimes, the best way to keep your taproom thriving is to stick with what works. Traditional offerings like happy hour specials and live music continue to be reliable crowd-pleasers, especially during the colder months.
Reinforce Happy Hour Promotions
Happy hour is a tried-and-true strategy for increasing weekday traffic and boosting sales during slower hours. Consider tailoring your happy hour menu to include seasonal brews, warm snacks, or even mulled beer options. Highlight these offerings with clear signage and digital marketing to ensure your audience knows when and why to stop by.
You might also like to experiment with extended happy hour windows or bundled deals, such as a pint and a pretzel, as a further incentive for guests to linger longer.
Feature Live Music & Entertainment
Live music has long been a staple of taproom culture, and winter is no exception. Open mic nights, acoustic sets, and local artist showcases can transform your space into a vibrant hub of creativity and connection.
To keep things fresh, rotate genres and performers regularly, and consider themed nights like “Jazz & Stout Sundays” or “Indie & IPA Fridays.” These events not only attract music lovers but also encourage repeat visits from customers eager to see new talent.
Warm Up Your Menu
As the temperatures drop, customers naturally gravitate toward warm, hearty flavors. Updating your menu to reflect seasonal preferences can significantly enhance the taproom experience and encourage more frequent visits.
Introduce Bakery Items & Sweet Treats
Pairing beer with baked goods is an underrated delight. From stout-infused brownies to pretzel bites with beer cheese, offering a selection of warm, comforting snacks can elevate your taproom’s appeal. Partnering with a local bakery for fresh pastries or desserts is a great way to support small businesses while diversifying your menu.
Consider offering beer and dessert pairings or hosting a “Sweet & Sip” night where guests can sample curated combinations of brews and baked goods.
Launch Special Edition Beers
Winter is the perfect time to experiment with seasonal brews. Think of rich porters, spiced ales, and barrel-aged stouts that evoke the flavors of the season. Limited-edition releases and cask nights can generate buzz and attract beer enthusiasts eager to try something new.
Promote these offerings with behind-the-scenes content, tasting notes, and brewer interviews to build anticipation and deepen customer engagement. You might also consider offering a winter flight sampler to showcase multiple seasonal options in one sitting.
Enhance the Atmosphere
Creating a warm, inviting environment is essential during the winter months. Small touches can make a big difference in how your taproom feels to guests.
Cozy Up the Space
Add soft lighting, warm-toned décor, and comfortable seating to make your taproom feel like a winter retreat. Blankets and seasonal decorations can help set the mood and encourage longer visits.
Consider creating a “cozy corner” with couches, board games, and books – a perfect spot for guests to relax with a pint and unwind.
Offer Hot Beverage Options
While beer is the star of the show, offering a few warm beverage options – like hot cider, mulled wine, beer-based hot toddy, or even a hot chocolate for the designated drivers – can appeal to guests looking for something different. These drinks can be especially popular during brunch hours or early evening.
Takeaways
Winter in the Midwest doesn’t have to mean a slowdown in business. With thoughtful planning and a focus on community, comfort, and creativity, your taproom can thrive even when the snow starts to fall. By leveraging events, refreshing your menu, and enhancing the ambiance, you’ll create a space that customers seek out – not just for the beer, but for the experience.
So bundle up, and get ready to make this the most successful season yet. We’re here to help! Click here to check out all the brewing supplies you need to keep up with your new winter-rush.
