Maybe you’ve noticed the trend toward craft beer over the past few years. After chatting with the owner of The Brewyard Beer Company in Glendale, California today we discovered that a new brewery opens every month in Los Angeles. The industry is still growing!
The trend has been fueled by the desire to create custom lagers and ales that can satisfy consumers’ array of tastes. Brewers make custom recipes that the big boys just don’t make. Some breweries also offer craft beers that allow customers to add spices, herbs, hops, or fruit to their brews just prior to consumption – a true personalized experience that seems to be increasing in popularity. At The Brewyard Beer Company they call this offering “Randall Friday”.
Other influences include consumer interest in supporting LOCAL businesses (promoting sustainability) and the trend toward family-friendly breweries that offer a diverse array of activities. For example, The Brewyard Beer Company in Glendale, California offers a relaxed environment where parents, kids, and dogs can relax and have fun.
Normally, there is a mix of Blues, Jazz, Hip Hop or Rock playing over the music system when live music is not scheduled. And yes, they do have live music, too. If you are into viewing art you can also see a variety of local art works there, too.
If you like to pair your beer with some good food The Brewyard schedules an alternating mix of food trucks to keep their customers happy. Other activities include yoga on site, game nights, toy drives, and special promotions for holidays such as Veterans Day and the like.
The basic overview from our point of view is that local breweries like The Brewyard are catering to a diverse mix of customers by giving them a friendly, inclusive ambiance that cannot be found at a typical bar nor at a large brewery. In this way, they are creating 1:1 connections with their customers and keeping it small. For now.
For more information about the drivers of craft beer consumption and the economic impact of craft beer, go to: Brewers Association.
Author:Robin Yerian. Robin studies Marketing and Business Administration at California State University, Northridge. She has received an honorable mention for her secondary research regarding the millennial generation in association with the national American Marketing Association case competition for eBay in which she provided consumer insights. Robin is the student assistant responsible for managing client relationships, communications, and social media for the Wells Fargo Center for Small Business & Entrepreneurship at CSUN.