What do you look for in a brewery?

Exactly. I've been to some places that are extremely nice, and modern with pretty decent food but teeeeerrible beer. This place was within walking distance and I wouldn't go because of how bad the beer is.
Then you have a place like the Toppling Goliath Taproom which is about as basic of a building as can be: big room full of chairs, a little bar, and a counter with a cooler behind it. Not exactly the greatest experience or anything aesthetically, but because they brew some of the best beer in America, I try to go as often as possible.
Now, this isn't an invitation for you to make a crappy atmosphere and hope your beer stands up. I think you should make the brewery as great as your beer, if possible.

 

#1 is good beer. Find a niche, and nail that niche. People prefer all kinds of beer but what brings in regulars is their preferred style and that style done well. Treehouse does IPAs, and does them well. As mentioned earlier, Jack's Abbey does lagers, and does them well.

#2 is food. Its optional, but is definately a plus. More revenue, and if its on point, once again this draws people in. Portsmouth Brewing Company in Portsmouth NH has great beer but really great food. My fiancee and I go there a lot and always have dinner with beers. Really can't go wrong when both are killer.

#3 is atmosphere. Pretty important. Nobody wants to sit in a damp, smelly, poorly lit bar. Avoid loud music. People into craft are (at least IMO) more interested in talking than dancing. Lots of places I frequent do more rustic, quite, and comfortable over dance party type places. Kid friend is cool if you are going for the gastropub type thing, but I wouldn't focus too much on the kids. Nobody wants to drink around noisy kids.

 

There is some advice from one of the leading industry pros to be found here:

http://www.brewbound.com/news/event...explain-how-to-stand-out-at-brewbound-session

 

#1 good beer! know your strong points (best or flagship beers) and flaunt them!
#2 knowlagable staff! nothing erks me more than a brew staff that has no idea what they are pouring and can't answer simple questions about the beer they sell.
#3 sell me some to take home! if i like a beer i try at a brewery i want to bring some home to share with friends, it's very disappointing when i find a beer i like only to find out they wont fill a growler or sell me a few bottles to take home.
#4 fair pricing! nuff said
#5 offer bites! people will stay longer and buy (drink) more if you offer eats.
Cheers!

 

I think you should be unique to what you want and love, not try and cater to everyone else. My favorite taprooms are ones with unique character to that specific brewery/owner.

Also currently in planning myself for a brewery/taproom, I am doing what I love and honestly don't care what others want. It would be a space that I want to create based on what I love from the 80-100 breweries or whatever I have been able to experience.

If the beer is good, people will come regardless.

 

Slight suggestion. Good and consistently so.

 

I don't have a particular style that I look for, but found this one on vacation and it was a gem Gulf Coast Brewery. Standouts were it was Jekyll and Hyde, it had a very nice indoor area and outdoor game area. It sold wine (could be legalities here depending on where you are located, important for me because wife doesn't drink beer), had solid beer across the board and sold some snacks. As people have said solid beer is important. Offer some low ABV sessionable beers for those who want to stick around. Also keep your place spotless, nothing more impressive and makes me feel good about a place than seeing it clean

 

In Virgina?
Make outstanding IPAs on par with Aslin
Make BA stouts on par with Brothers Resolute series
Make an inexpensive yet tasty "mass accepting" daily beer under 6% (thinking like Wisconsin's Spotted Cow as an model example...doesn't have to be a Cream Ale though)
Create a Wild Ale/Sour program on par with Wicked Weed just south out VA down in Ashville

If you want to get in the brewery game at this stage and be successful for the long haul, the quality of beer and price is all that matters. Everything else you are looking for input into is probably already offered by some other brewery withing 10-15 miles of wherever you plan to open in VA.

 

100% agree with this.

As far as food goes, I totally understand not wanting to get into that business but at the very least make sure that your customers know if there are restaurants nearby that deliver (have menus available, etc) and/or have a reliable food truck on premises during prime hours.

Also, do NOT allow smoking of any kind indoors. No cigs, cigars or vaping/e-cigs. If you do put a smoking section outside, don't put in front of the main entrance if you can avoid it.

 

It goes without saying that having good beer is an obvious need for any successful brewery. Like some others have mentioned it's not a bad idea to create a beer (or two) for the more casual beer drinkers. A creative beer can really draw in people who may not normally drink "craft" beer. A local brewery here in Buffalo came up with a loganberry whit and a sponge candy stout. While not the greatest beers, (don't get me wrong here, they are still quality beers) they definitely draw people in.

I agree with some of the others here that a light menu with some simple pub fare is a good draw. The focus should be on the beer and the food should compliment that.

As far as entertainment goes, you can never go wrong with a good beer garden. Create some intimate seating areas for small groups to gather and talk and maybe a few picnic tables for larger groups. Adding a few lawn games to keep people occupied is always a good idea. As far as the inside goes I would say no tv's. It forces people to talk to each other and gives your bartenders/ brewers time to interact with the customers and introduce them to your beer or food. It's no fun just having everyone stare mindlessly at televisions.

Good Luck!

 

Aside from beer selection and good staff, I like a place that has a clean look or design theme inside and out with regards to the seating area and front door. A good constant style inside brings another element to a place and an inviting front door can entice more people to check it out.

Some places get away with a more random or rag-tag look to it with chairs and tables and the like, but I remember the ones with a clear design to the taproom (and with good beers of course) more often than places that look thrown together like the customer's comfort was an after thought. I like steel with wooden seat and back bar stools and a nice polished concrete floor personally, something Holy Mountain does in their taproom. Simple and still comfy. I would visit a few taprooms to see what you like and furniture that works for you.

TL; DR ~ decorate and furnish well with the customer and your beer in mind, but add your own flair too.

 

Price is a good callout. Make your prices reasonable. The hottest brewery in Virginia is The Veil, but their beer is ridiculously priced for a taproom. I don't care how hyped you are and how fast you sell out of cans. 3 beers on tap, for $7 for a 10 oz pour? No thanks!

Also - have more than one size to choose from. I love to get smaller pours to try different beers during a visit, rather than just the pint glass size. You'll want to decide on sampler trays or just smaller pours. Also, don't do shaker pints, please. English nonic or something like that works well and can still stack.

 

What I like is starting with only a small amount of beers that you have really done well on. Don't need a ton of variety of average beers. If you feel you've only done a great job on sours for example, make those your featured beers until the others catch up. If you start out with several "average" or below average beers, it will be hard for you to get people to come back and give you another chance. That would be my biggest piece of advice.

 

Two things
Friendly People
and a WOW Beer

 

I used to be a staunch no kids should be in a taproom person but as I've gotten older I actually like the idea of it having the option to be a family thing. I think it de-stigmatizes beer and drinking and is helping craft beer have a culture a little more similar to european beer drinking culture which I like. If you're not having food available I always like when a tap room allows you to bring outside food in. I think you have to have at least a few televisions. You've gotta keep some wine on hand for those folks who don't drink beer. And as far as your beer goes.... I think it's brave to run with a brash, kind of "we brew beer that we like to drink so if u don't like it then don't come" attitude and it has worked very well for some. I still think you have to have at least one or two beers on tap that are approachable for people who are new to craft beer. Lastly.... and I say this with no jerkiness intended... If you are not someone who is passionate about brewing craft beer please don't open a brewery. The last thing craft beer needs is another brewery serving mediocre beer made by folks who want to cash in on the trend. The market is already getting very crowded with such venues and it's no good for the future of the industry. That being said, if your intentions are pure, God bless and good luck.

 

I look for (but rarely find):

1) Varied styles of beer, particularly traditional styles that most brewers today have forgotten about (English milds, brown ales, oatmeal stouts that aren't imperial)

2) No TVs. None.

3) Board games, card games, something to stimulate the brain for adults and youngsters

4) Occasional live music, preferably acoustic.

I know that all sounds low key and like a retirement village, but I've actually been to a few brew pubs like this and enjoyed them quite a lot.

 

Decent selection of house beer and some from other brewerys, good food from your kitchen or truck, and different kinds of entertainment including tvs for the sport fans.

 

I want my brewery to have a tap room and bathroom - basically in that order.

Honestly -

I don't like huge, modern, industrial style tap rooms. Give me old school dark wood, leather, and a feel like an old gentleman's club (not stripper style - rich English) It needs to reflect the personality of the brewery. I want my brewery to have a personality - some sort of identifiable style/flavor/idea that really connects me to them. Too many breweries do a ton of different beers "adequately" - they don't seem to do at least one beer (style or what ever) REALLY REALLY well. Look - I can get a hop bomb IPA from just about anywhere - lets get a little creative, ok?

No TV's

No smoking

Cask offerings (really few seem to do this around me, wish there were more)

If no food - post your address easily so people can have stuff delivered and ENCOURAGE it. Heck - partner with the closest Asian, pizza, burger place and come up with great food/beer pairings with brewery specific menus available.

If you have an outdoor beer garden - make sure it's staffed well. I don't want to run in and out all day. Similarly - make sure inside is staffed well for those who don't want to be outside.

Appropriate music at a volume that doesn't require patrons to raise their voice to carry on a conversation.

 

Read the BA rules, some of your suggestions may border on the rules against promoting business.

As for what I look for in a brewery, its all about the beer and taking it home. I don't particularly enjoy a crowded tap room, and usually enjoy a beer at home after everyone has gone to bed. The breweries I frequent typically fill growlers, howlers, and crowlers. If I can't take it away, I probably won't partake.