Craft is about the marriage of science and art, curiosity and creativity, outcome and process, what and how. In the beer world, this marriage has created a culture of fans that want the flavors of their favorite brews as well as the experience of that beer’s essence. Enter the destination brewery, where superfans travel incredible distances to arrive in the heart of their favorite beers’ creation. How does one create a destination worthy of this dedication and desire? You apply the same care and consideration in designing your brewery that you used in designing your beer.
This presentation provides a broad view of Lawson’s Finest Liquids’ journey from micro to mecca in the contexts and considerations of production, community, and experience. Sean Lawson co-presents with his brewery’s architect, Peter Webster from Austin Design, on what worked and went wonky in creating a destination brewery. They focus on initial visioning, finding the balance between production and tasting room, the attempt to please all of the people all of the time, and the surprising influence of bike paths, cornhole, and small town life in creating an iconic destination for fans, both local and international.
Learning Objectives:
- Illustrate a destination brewery
- Show the importance of bringing your values to the forefront of the whole project
- Provide tips for navigating the public interactions for your brewery
- Look at ways to make your brewery a full brand experience
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