How Taprooms and Breweries Are Tapping into Digital Innovations

The craft beer industry prides itself on its authentic approach to brewing. It is one of the things that makes this growing sector really stand out from the large national and international brands. But that does not mean that they are averse to innovation.

Far from it, the entrepreneurial spirit is strong, especially in those that are leading the way. They are always looking for ways to improve what they have to offer. That includes harnessing the power of digital technology. Here are just a few examples that demonstrate that fact.

Sharing more information with the customer using digital menus

The use of digital menus for bars and pubs has been around for a while. Many of the larger chains realized that using them made it possible to change what they had listed in live time. So, if they ran out of a particular drink the menu could be instantly updated to reflect that. Using digital menus also enabled them to change their prices, far faster than when they were using more traditional chalkboard or printed banner signage. The digital format enables them to reflect the fact that the cost of the latest delivery was higher than the previous one. Digital drinks menus also enabled bars and pubs to put the price up at times when demand was high, and drinkers were prepared to pay more. For example, when major sporting events or concerts were being held in the town or city.

It has taken a bit longer for independents to start using them. But, now that they have, their use has become widespread, fast. There are some fantastic examples out there of tap rooms leveraging the power of digital menus. One in particular stands out – Brew York, in the UK. They have come up with a fantastic layout that lists far more than the beers they sell and the price. Their digital menu lists all of the following:

·   Beer name

·   Brewer

·   Beer style

·   Alcohol content

·   Ingredients

·   Taste notes

·   The price

They've even found space to include an image of each label, for ease of reference. Something which is also great for brand awareness. Their menu is an impressive sight, which underlines their commitment to brewing a wide variety of craft beers.

The impressive digital menu is huge, meaning that it can be read from practically any seat in the place. Something that speeds up the ordering process no end. There is no danger of any umming and erring at the bar because the person doing the ordering knows before they get there exactly what is available and what they want.

It is also colorful, making it a great decorative feature. One that fills a significant area of wall and blends in well with the overall décor.

Adding a touch of theater

In fact, some breweries are taking the whole digital decor idea several steps further. After the taste, the thing that impresses most customers is the fact that all of the drinks they are drinking are crafted. As a result, they respond very positively when the tap room shows off their brewing process.

You have only got to visit somewhere like the Pravada Beer Theatre in Lviv, Ukraine to appreciate this. Usually, it is packed, and the atmosphere is great. Up until recently, the public was able to view the bottling line while they sampled their brews.

Unfortunately, not a lot of tap rooms have the space to do something like that. But, they usually have room for large digital displays, which can be used to share images and videos of the brewing process. Something that adds interest and helps to boost the brand.

Using digital advertising to learn more about customer preferences

These screens are also a good way to promote new beers and share other information with tap room customers. Because these systems automatically record what ads were displayed and when, that data can easily be amalgamated with the actual sales data. Enabling the tap room to identify which promotions their patrons respond to the most and create more like that.

The future is digital but not too digital

As restrictions, especially the social distancing ones, are lifted, tap rooms are slowly but surely returning to normal. Many have used the fact that they were closed to bring their décor and facilities up to date. So, their customers will notice some changes, including a few modern touches. But they are subtle. Breweries are keen to modernize but are also conscious of the fact their tap rooms still need to reflect what they are all about. So,they  will continue to be careful about how they integrate new technology.