Why breweries should offer options that attract customers throughout the day, not just during traditional drinking occasions
Summer is the peak season for brewery taprooms. Outdoor patios fill up, live music events draw crowds and community gatherings create opportunities to connect with customers. Yet many breweries continue to build their beverage programs around a single assumption: visitors arrive primarily to drink beer.
Today’s consumers are proving otherwise.
A growing segment of consumers are seeking greater flexibility in how they socialize. They still enjoy gathering with friends, attending brewery events and spending time in taprooms, but they increasingly want beverage options that align with wellness goals, active lifestyles and changing drinking habits. For breweries, this shift creates an opportunity to expand taproom traffic beyond traditional drinking occasions.
Consumers are looking for more beverage choices
The rise of the “sober curious” movement, wellness-focused lifestyles and moderation trends has created demand for beverages that serve a variety of occasions. Many consumers are alternating between alcoholic and non-alcoholic beverages, a behavior often referred to as “zebra striping.” Others may choose not to drink alcohol during daytime activities but still want to participate in social experiences.
According to the International Food Information Council (IFIC), wellness continues to play a major role in food and beverage purchasing decisions. For breweries, this means offering alternatives that allow customers to engage with the brand regardless of whether they’re drinking alcohol.
Expanding taproom occasions
Functional beverages can help breweries create new reasons for consumers to visit throughout the day. Examples include:
- Post-workout hydration beverages
- Functional sparkling beverages
- Hop waters
- Botanical beverages
- Energy-support beverages
- Non-alcoholic beer
- Hemp-derived cannabinoid beverages where permitted
These products can appeal to customers who stop by after a morning bike ride, an afternoon hike, a community event or simply while working remotely.
Creating new customer experiences
Functional beverages also support new programming opportunities that extend beyond traditional happy hour. Examples include:
- Wellness Wednesdays
- Run club partnerships
- Yoga and fitness events
- Functional beverage flights
- Family-friendly daytime gatherings
- Outdoor recreation meetups
These experiences attract consumers who may not otherwise visit a brewery and can help increase overall visitation frequency.
The importance of product quality
As consumer expectations rise, breweries entering functional beverage categories must focus on consistency, flavor and performance. Technologies such as Volunteer Botanicals‘ Rapidose™ platform help beverage developers create highly bioavailable beverages with predictable consumer experiences and reliable dosing.
Turning taprooms into beverage destinations
The most successful breweries are no longer thinking exclusively about beer. They’re creating environments where consumers can choose the beverage that best fits the occasion.
By incorporating functional beverages alongside traditional offerings, breweries can expand their customer base, increase daytime traffic and create more opportunities to engage consumers throughout the summer season and beyond.