While true ethnography is a formal process, great insights regarding taproom dynamics can be obtained more informally by people with a willingness to see with new eyes.

In a saturated market where wholesalers juggle SKUs and differentiation can determine the fate of a brand, satellite tasting rooms are becoming a popular option for breweries.

Taproom sales have become so important to craft beer growth that the Brewers Association, at its board meeting in November, created a new membership category.

Your taproom is your brand, your mothership. Why go through all the trouble of making the best beer possible if you’re not going to present it in the best possible environment?

Even when it’s not necessary for survival, the onsite tap and tasting room is a welcome stream of extra revenue as well as a showcase for new and exotic beers.