From the music in the taproom, to the color of the coasters, and even the weight of each glass, the environment surrounding a customer impacts the flavor of their drink, even before it is served. And once the beverage is on the table, each of the five senses shifts the flavor of every sip of beer. The memory of the experience is also influenced by senses beyond our taste buds, especially since each of our senses is tied to different areas and types of memory.

Combining the latest scientific research on taste with success stories from the hospitality industry, taproom owners and operators can learn what hidden triggers are leaving customers with delightful memories, or a bad taste in their mouths. This seminar walks participants through all the sensory elements of a brewpub environment to curate a total experience that is both memorable and ultimately tasty. Whether attendees are working to build a taproom concept from the ground up, or hoping to redirect experiences that are missing the mark, we’ll dissect brewery identity as collected through the senses to uncover ways to expand and improve customer satisfaction. Plus, we offer some opportunities to surprise and delight the senses of your customers and staff.

Learning Objectives

• Explore the impact of sound, sight, comfort, environmental temperature, and other sensory inputs on the overall drinking experience inside the taproom (and how it might change at home)
• Discuss how to prime the expectations of customers to set them up for satisfaction, rather than disappointment, using taproom elements such as the menu, glassware, and lighting
• Learn how to use different types of memory and expectation to serve a tastier pint customers want to tell their friends (and followers!) about