Summer is almost over, and for many in the craft beverage industry, this signals the start of a quieter period. As the sun sets on beer gardens and outdoor festivals, breweries often find themselves bracing for the inevitable slowdown that accompanies the colder months.
Rather than accepting the seasonal dip in sales as a given, you can explore creative strategies to retain customers and build loyalty throughout the year. Fostering relationships with customers is about more than surviving the winter—it’s about thriving, no matter the season. Understanding how to keep your customers engaged and coming back is key to long-term success.
While it might seem early to start thinking about winter, now is the time to start thinking about ways to build loyalty and make the most of your summer crowds. To capitalize on this peak period, it’s crucial to implement strategies that maximize your brewery’s appeal and encourage customer loyalty. In this blog, we explore ways to not only weather seasonal slowdowns but also generate buzz year-round.
Seasonal peaks and troughs
The craft beverage industry in North America, including Canada, experiences notable seasonal peaks and troughs. Summer is a prime season for craft breweries, as warm weather, longer days, and outdoor events drive higher foot traffic. This is also when breweries ramp up production and marketing efforts to capitalize on increased consumer interest.
Conversely, the industry tends to experience a slowdown in the winter months, particularly after the holiday season, when consumer spending generally decreases, and fewer events are held. However, winter can also present opportunities marketing your business, such as promoting seasonal brews or offering indoor events, like tastings and themed nights, to maintain engagement during the slower periods.
Understanding seasonal customer behavior
The seasonal slowdown is often due to a shift in consumer habits. However, understanding these changes in customer behavior can provide a roadmap for retaining business during these slower periods.
During summer, customers are more likely to explore new breweries and spend time outdoors on patios. In contrast, the winter months see a shift towards more localized and routine-based visits. Regular customers, particularly those who live locally, are the backbone of your business during this time. They seek out familiar, comfortable places where they can relax and enjoy quality brews away from the cold.
Customers who have previously visited your brewery are more likely to return than someone who has never stepped through your doors. Studies have shown that converting a previous visitor into a regular customer is significantly easier and more cost-effective than acquiring a new customer and converting them into a regular. This makes customer retention during the winter months even more critical for maintaining steady sales.
By focusing on retaining these local customers and converting occasional visitors into regulars, breweries can mitigate the impact of seasonal downturns. Implementing strategies that cater to the needs and preferences of this core customer base will help sustain sales and strengthen customer loyalty.
Hosting winter events and experiences
Winter provides a unique opportunity for breweries to create warm, inviting experiences that draw customers in from the cold. By hosting winter-themed events, you can offer customers a reason to visit your brewery even when the weather outside is less than inviting.
Think about activities your customers enjoy doing during the winter. That might be altering your food menu to include seasonal foods like soups, stews, or artisanal cheeses. Holiday-themed events can also be a big draw.
Partnering with local musicians or artists for live performances or art nights could turn your brewery into a cultural hub during the quieter winter months. It’s all about creating memorable experiences and giving patrons a reason to keep coming back. Holding regular events encourages repeat visits while fostering a sense of community.
Build excitement for your seasonal brews
As the seasons change, so do your customers’ tastes. The arrival of autumn and winter presents an excellent opportunity for breweries to spotlight their seasonal brews and generate excitement among patrons.
To build anticipation, consider hosting a series of seasonal tasting events. These events can showcase your autumn and winter releases, allowing customers to sample the new beers before they’re officially available to the public. Highlight the stories behind each brew—whether it’s the use of locally sourced ingredients, a unique brewing process, or a nod to a traditional winter style like a spiced ale or a robust porter. This not only educates your customers but also deepens their connection to your brand. In addition to tastings, create a buzz around these brews through limited releases and exclusive access for your most loyal customers.
Promoting these seasonal offerings through your website, social media, and in-person events helps keep your brewery top of mind as the weather cools down. By celebrating the arrival of your autumn and winter brews, you turn the change in season into an opportunity to attract and retain customers.
Grow your online engagement
Your brewery’s online presence is more important than ever during the winter months when foot traffic may decline. Social media and email campaigns can help maintain customer interest and engagement even when they are not visiting your premises.
There are plenty of ways to increase your social media engagement. Sharing behind-the-scenes footage of your brewing process, highlighting your winter brews, interactive posts, such as polls or contests, keeps your brand top of mind. The key is to find out what types of content your audience likes the most.
Personalized emails are key to driving customer loyalty. Send out newsletters that highlight upcoming events, special promotions, or new product launches tailored to your subscribers’ preferences. Incorporate stories about your brewery’s history, staff, and community involvement to deepen connections with your audience.
Forming a loyalty club
Creating a members’ club, such as a mug club, is an excellent way to build a dedicated community of regular customers who feel a personal connection to your brewery. A well-designed loyalty program can keep customers coming back year-round, especially during the times when you need their support the most.
Offering both annual and lifetime memberships allows you to cater to different customers. An annual membership is a great entry point for new customers who may want to test the waters before committing.
A lifetime membership, on the other hand, enables you to create a deeper bond with your patrons, encouraging them to visit regularly, no matter the season. The upfront investment of a lifetime membership can provide immediate cash flow, while benefits such as a regular free drink and discounts gives members an added reason to keep coming back.
Members enjoy the exclusivity of having their own personalized mug, which can be kept at the brewery, adding to the appeal of frequent visits. Special events, such as members-only tastings or seasonal parties, further enhance this sense of community. By forming a club, you not only generate steady revenue but also create a loyal customer base that supports your brewery through every season.
Overcome seasonality
Retaining customers and building loyalty are essential for overcoming seasonal slowdowns in the craft beverage industry. By focusing on customer engagement through online channels, hosting unique events, and forming loyalty programs like a mug club, your brewery can maintain a strong connection with patrons year-round.
Brewfundr is here to help you implement these strategies effectively. We specialize in customer retention and can assist you in establishing and promoting a members club tailored to your brand. Whether you’re looking to create a compelling loyalty program or drive engagement through innovative marketing campaigns, Brewfundr has the expertise to support your growth.
Ready to take your brewery to the next level? Contact Brewfundr today and start building a loyal community that keeps coming back, season after season.
