In a beverage market that seems to be evolving faster every day, is it time to re-evaluate your product mix to satisfy changing consumer preferences?

Craft beer naturally delivers two things beverage consumers say they want: simple ingredients and flavor variety. Beer’s short ingredient list and wide variety of styles check both boxes. Here are some ideas to keep in mind when considering rebuilding your taproom or brewpub portfolio to meet changing consumer preferences.

1. Understand the demographics of your local and/or regional consumer base to build a balanced core of styles that satisfy a broad swath of your target market. Offer a range of basic styles within your core brands that suit your customer base. See also: Types of Customers, 9 Things Breweries MUST Know About Today’s Consumers, Consumer Data Sets (Harris Poll results).
2. Brew core brands and popular styles more frequently rather than offering similar brands with minor style variations. Focus on quality and consistency that ensure brand loyalty and quick inventory turns that will guarantee optimal freshness and maximize profitability. See also: Beer Freshness Series.
3. Brand loyalty coexists with a desire for something new. Complement your core brand with a well thought out lineup of special beers. Find a rhythm that allows you to create excitement by bringing a new special beer on tap on a regular cadence.
4. Plan to brew seasonal beers for “beer holidays” like Saint Patrick’s Day and Oktoberfest season.
5. Large tap lists risk staleness for slower moving products. Consider brew length, inventory turns, and overall sales volume when determining the total number of in-house beers to offer on draught.
6. Establish and ensure the shelf life of your brands. If you can’t sell through a batch before the product does not deliver optimal drinker enjoyment, do not add it to your product mix.
7. Keep your draught lines for your best-selling products to preserve your brand and maximize profit margins. You can offer something for everyone, but you don’t have to make it in house. Supplement your portfolio with packaged products, such as ciders or non-alcohol beers or short run guest taps that typically have lower sales volumes. See also: Beyond Beer: Decoding Consumer Preferences for Alcohol and Non-Alcohol Beverages.
8. If food service is part of your business, consider styles that pair well with and support your menu items. See also: Beer & Food Course, Craft Beer and Food Pairing Guide, The Science of Beer and Food Pairing.
9. Evaluate your product mix regularly using data including sales volume by style, inventory turns, ABV preferences, and seasonal trends. Adjust as necessary.
10. Above all, educate your service staff to educate and guide your customers. A well-trained staff drives guest experience, brand reputation, and revenue. See also: Beer Ingredients course.

Consumer preferences are shifting, but craft beer is well-positioned to meet them. A versatile in-house portfolio builds core loyalty, creates excitement through seasonal and specialty releases, delivers fresh and flavorful beverages, and drives real revenue growth.