Since the pandemic ended, a common challenge in Maine’s craft beverage industry that many breweries currently face is how to get more people in their doors.

Several breweries have found recent success by hosting group events for designated activity nights and special events. Reaching out to groups such as run clubs, book clubs, trivia nights, paint & sips, and craft making, are bringing in repeat customers. Other event options include hosting comedy stand-up nights, and offering space in their brewery as pop-up locations for artisans and vendors to sell related wares and goods.

“Game nights are also a work in progress,” said Tina Bonney, co-owner of Foundation Brewery. “We are big game players ourselves, so it’s something that we really like to do.”

Roy Curtis, one of the owners of Frosty Bottom Brewing, a beer CSA in Belfast, said that they provide a weekly trail-riding event for their shareholders of CSA memberships. This bonding event for bike riders and brew lovers comes with a reward at the end: Frosty Bottom provides samples of their specialty brews.

Margaret Dever, who is on the production team of Bissell Brothers Brewing, said they host a weekly Run Club with an average of 88 members total with a weekly average of around 25 during the winter and around 40 during the summer.

Ultimately, what works for each brewery depends on several factors:

• The group events you host should be authentic to the brewery’s unique nature and personal interests

• Consistency is key – Some events take time to develop.

• Focus on event promotion. Planning, organizing and executing these events takes effort, but make it a fun way to integrate your personal brand and energy into activities and events you like to do.

Ben Low, Side By Each co-owner, summed up their event philosophy by saying, “Community is a core value that brings people together to interact with good beverage.”

These shared experiences help bring in a more diverse sector of local communities and also pique the interest of minority groups who will find a welcoming place to connect with others.

Story by Stan Rintz, Publisher of Maine Brew & Bev Guide.