If I Owned a Brewery - Part 5: Tours
Meanwhile, in Dallas, Micheal Peticolas of Peticolas Brewing Company thinks about it this way:
For me, this is the entertainment industry, and if someone cares enough about my beer and my brewery to come down here, I want them to have a good time, that's all I really care about. When I do these tours, I actually want to connect with people, and talk to people, and let them know about me, about the brewery, talk to them about the beer. As a result, I do my tours on a much smaller scale, between 30 and 50 people, typically. I want everybody that comes down here to have a full mug of beer, get a chance to talk to me, if they want to talk to me, actually hear about the beer-making process, if they want to hear about the beer making process. It allows me to connect with people, I don't advertise, I don't market, I try to make my consumers my marketers.Again, that makes a certain amount of sense. If you want people to ask for your beer, you have to get them to sample your beer, and a tour is a way to do that.
|Desperate Measures Brewing Logo|
I might even do daily tours. Every day at 6 pm for two hours. Certainly I would do weekly tours. Probably Saturday afternoon. (Although, I did see a sign in Arizona brew pub that read "Free Brewery Tours Every Sunday After Church." I could see a tour on Sundays at 1 or 2 pm.)
I would certainly want them to buy t-shirts, pint glasses, and (someday when the law is changed) a couple of bottles to take home. Maybe then they would ask for my beer at the local pub or store.
And, yes, I do own the domain name for Desperate Measures Brewing Company, just in case Satan and I ever open a brewery.
posted by Jeff Holt at 10:00