Know Your Customers the Way You Know Your Beer

If you have a brewery of any size, then you’ve spent a great deal of time thinking about your beer. If that brewer is also a business, then in addition to IPAs, you also want to be producing some brewery profitability. That means sales, and sales mean customers. One of the most cost-efficient ways of generating more sales is by getting to know the customers you already have.

Who Are the People Who Like What I Brew?

While it might not come as naturally as measuring your hops, measuring your customers’ preferences is good for them and you. You can use sales records, online surveys and good old fashioned conversations to figure out answers to questions like:

  • What are people buying the most of? Drafts, growlers, cans or bottles? What styles are popular, and what are people excited about trying?
  • Do the purchases vary predictably over time, by season or around certain events? You can plan taproom special events accordingly.
  • What else do they like to buy and where else do they like to go? This can suggest partners for events or sponsorship opportunities, as well as themes for beer releases.
  • Where do they look for online reviews? What social media are they on?

It’s your beer, but you’d like it to be your customers’ beer, too, so it’s worth taking the time to figure out who they are and what they like. It might mean stepping outside of your comfort zone a little, but your customers will thank you – and your bank account will, too.