I’m old, but if I walk in and there’s a band that’s likely to be loud setting up, I’m out. Acoustic anything? Fine.

Recognizing and acknowledging your regulars is a nice touch. I always try to do something a little special for them so they know that their business is valued

For me the beer is most important and is what keeps me coming back. That said, I know a lot of mediocre breweries that are jam packed because they are more family friendly. I'd prefer less kids but being family friendly can appeal to a lot of people.

I like a large outdoor space and comfortable seating.

The place should be clean and well taken care of.

Price/value is important to me but generally speaking most breweries in my area charge the same as every other brewery.

I don't mind music but don't like when it's so loud you can't talk.

Having TVs is a nice thing to have especially during any major sports season.

Some breweries I've been to have games that you grab off the shelf and play while you drink. Having things like trivia night, bingo, and other special events may help to bring in people who wouldn't otherwise come.

Servers that actually want to be there and enjoy their job is a big plus. Nothing worse than going to a new brewery and being ignored when it's not busy. My favorite breweries treat their customers well.

Community engagement is another big thing for me. I like following breweries I like on social media and seeing posts about what they're brewing next, specials they have, events coming up, etc. Also breweries that respond to when you have a question.

If there's an allergen that isn't normally found in beer, PLEASE put in on the label, the menu, etc.

A wide range of styles. Not just ipas. Also nice congenial staff who also love craft beer who dont shy away from discussions about it.

Not to say that this would overrule any of those other ones but nice glassware to me is a very good touch. Please don’t get generic thick pint glasses.

Maybe a bit unique but I have a few friends who put a lot of value in collecting glassware and stickers. It’s always a bummer when the stickers are tiny or $3 each. I’ll echo another’s comment that unique glassware is awesome. I got some really cool ones from alchemist in Vermont.

Decent furniture and a quiet enough place i can easily talk to whoever im with. Give me a comfortable place to sit and decent acoustics. The beer doesnt even have to be great for me to frequent this type of place.

Well, congrats on the job! I think it is very different what people look for in general - Even when we go on a beer road trip people have different preferences. But I can give some of the good experiences I´ve had the past 5 or so years chasing beer travelling to US and here home in Europe.

When the bar crew has extensive knowledge about their beer or seems very interested in what you think about the beer is always good. For me this shows that they actually care about what is served to me. I have had some very great talks with people at Long Live, Deep Fried, TEST, Russian River and North Park.
The worst for us was a Green Cheek location and Equilibrium which was just kinda rude, to the point that we remember and dont really wanna go back. Everybody can have a bad day I guess...

For food, I am generally just for a simple, but good kitchen. I´d rather eat well, then to have 50 options. Don't really use the food trucks, but it often looks nice. I understand that not all breweries can have a kitchen or the work that goes into also running a kitchen.

I have only been to live music two times at a brewery. Unfortunately the music was so loud that we decided to leave at Foam Brewers. For me, a guy or girl with a guitar is all that is needed at a brewery or that type of setting, unless it really is a party night.

Lastly, as a beer lover, an updated and verified Untappd location is always nice when coming from outside the area.

Take everything with a grain of salt as I´m often a passer-by and not a regular in any US location. Many things are dependent on location and size of the brewery.

What's important to me is integrity. Beers that the brewer is proud of, not just what they think will sell best. Food from their own kitchen or a food truck that does not need to be fancy but is good and prepared with care. A space that isn't another cookie cutter postmodern industrial chic warehouse but feels cozy and welcoming. A genuine love for beer and community.

1. Beer. I'm a picky beer nerd and while I'm open to try anything once, if you don't have at least one to two beers I can bounce between then I'm not coming back. Right now I'm big on Diviner by Spellbound Brewing in Mt Holly, NJ

2. Beertenders. I get that you're working but bartending is also customer interaction. I'm not looking for your life story but some mild bantering or a good conversation when it's slow is what keeps me coming back. I see a lot of beertenders on their phone between pours.

3. Brewery Exclusive Beer. If I can go to the closest liquor store and get it, I'm not really going to want to drive the 15-45 minutes to try it on draft. I like when brewery's put their stouts and porters on Nitro. But yeah some of my favorite breweries don't distro my favorites so it makes me want to go more often.

A space and experience that is cohesive throughout and can tell the intent behind what the owners/brewers are trying to get across. That can go a million different directions but you can always tell a thrown together brewery experience versus one that’s thought out their place in their community

Beer has to be better than average, interesting tap room, a nice outdoor space to preferably keep the kids outside, and serve beer in glass. It’s such a turnoff when you get served a beer in plastic.

Are children allowed to run rampant throughout the establishment?

Having bartenders that are friendly and knowledgeable is always a plus for me

My favorite brewery right now has a lot going for it: It's never too crowded but it's rarely empty. They engage with the community and just had a holiday art/jewelry/crafts sale with small vendors. They have a fun, nerdy theme in the decor and the names of their brews. They have rotating taps where maybe 4 or 5 are always there but another 10 taps are rotating. Their beers are solid to excellent. They have a great social media presence, so I know if they have a band or trivia or a special event going on that I may want to engage with or avoid.

I would say it's really important to not get lazy with your beer. My previous favorite brewery is stale with their tap list and their quality has dropped, probably because the ingredients aren't as high quality. Every time I go back to my favorite brewery, which is not quite weekly, they have something new on tap and all of their employees are very personable and knowledgeable.

I hope this helps and best of luck to you!

--More than just IPAs that are all the same anyway. Or whatever the trending beer is. A mix of styles done well not just to fill the menu.

-- ambiance, a few tvs is fine if they're showing something decent. I don't care for sports but it's fine most people want it..
music is nice if it's not too loud or obnoxious. I'm trying to hang out with friends not yell at them. The tenders working get to pick showcasing their personality so each day i go in is a different day of tunes

--Good friendly knowledgeable staff (in that they know the beer they are selling if there are questions and have their own faves etc) and I'm not dealing with employees but other beer people

Good consistent beer. If i find one I like i know I can go anytime and if it's on tap it's the same delicious one I ordered last time just a new batch.

My favorite breweries have some sort of attraction other than just the beer. Crux Fermentation Project in Bend, OR, is a great example. It's built in a repurposed car garage, like a Midas, and the rollup doors face the sunset. They have the doors open and special pricing during the hour the sun is setting. Out back they have fire pits, games like cornhole...giant jenga or giant chess would be awesome too.

I realize not every location has the space to do all of this, but creating a vibe that transcends the beer is the point. I'll go to a brewery that might not have world class beer if the spot is fun to hang out at.

Another idea...other breweries I've been to have alot of success showcasing rotating food trucks.

In no particular order:

1. Staff who are knowledgeable and interested in beer. I still remember visiting a brewery with friends pre-COVID and asked the waitstaff about a couple of their new beers and she just said she didn’t know, she doesn’t drink beer. It was a favorite brewery and one we visited on rotation with a few others so we laughed it off but it was weird experience at a brewery. Now I make a point of sitting at the bar when possible because the staff there are usually familiar with the beer and I usually go with their recommendations when I want to try something new from the menu.

2. Staff who offer samples - I really appreciate breweries and bars that offer a sample if I’m debating a beer. They’ve saved me money on buying a beer I’d regret and probably made money in the long run because I nurse beers I don’t love and therefore order fewer beers.

3. Music/ambience is important, I go to breweries with friends and I hate having to yell talk over others. This is probably reflective of our ages but friends and I often complain about how loud the music is in a brewery that isn’t a music venue. Fair play if you’re offering live music that night but otherwise the music should be one aspect of the environment and not overwhelming the experience.

4. Welcoming, I want a brewery where I, a middle aged woman feels comfortable. I’ve stopped visiting places where bartenders are more attentive to men at the bar, engaging them in conversation about the beer, making recommendations and I get a passing “what can I get you?” or are weirdly sexist. Obviously it shouldn’t be racist, homophobic, etc.

5. I like stickers for my beer fridge and glassware (less so because it’s harder to take home when traveling). I also look for beer to go in any format if I really enjoy the beer (big fan if you let me mix/match if it’s canned)

6. If you don’t serve good food then please let people bring in food rather than serve something subpar. My favorite breweries back home in Chicago either serve food that’s on par with their beer (excellent) or allow you to order in. If you serve mid-level food your beer has to be outstanding to get me to return when I have so many other good options.

Number one for me is to OFFER FLIGHTS! Hate having to buy a whole pint, especially if it's a new place for me and I don't already have a favorite.
Other most important things for me are great beer, variety of selection, great service, and that the place is clean. No sticky floors or nasty bathrooms.
Bonus points if it has nice glassware I can buy at a nice price.

You need a good couple mainstay beers in different styles you can’t get elsewhere, plus a rotating selection too.

Also don’t make ordering or a menu on a app the only option. Printing out a menu on normal paper won’t kill you.

A good selection of different beers, it has to be warm in there, snacks but also pizza or burgers, acoustic music now and then, friendly informed staff, merch, comfortable seating, occasional quiz night, brewery tours.

Beyond the beer (and other, non beer and non alcoholic beverage options) I think the key is an atmosphere that is welcoming and caters to your local community. That's going to be unique based on your locale, your ownership, your staff, and the other bars/breweries in the area.

To me, a great brewery location has an identity that it fully embraces and expresses. Sometimes that involves lots of live music sometimes none. Sometimes it involves regular game nights, or trivia, or art shows, or fund raisers, etc... The main thing is that it's a genuine identity that the owners and staff are all in on and that it's something the local customers are interested in so that they'll be there night in and night out.

Hospitality and a good mixed menu of beers. Food helps too.

Beer is good, merch is cool, staff is nice. The trifecta

Bonus if food is available or can be delivered

Besides what you mentioned, ambiance is most important to my wife. I would sit in a dump if you had outstanding beer, not her.

Inside, shouldn’t be bright as the sun. Lower the lighting. Can be industrial type of vibe, but needs a little warmth too. TVs with local sports, with volume through sound system for big games.

Not into live bands, acoustic musicians are fine. House music needs to be heard clearly, one click up but no louder. Always safe with 70s/80s music.

OUTSIDE area. This is huge, especially in northern states. When summer comes we want to be outside. We will come wayyyy more often if you have a large, cool outdoor area.

Finally, helpful hint. 90% of breweries don’t have merch I want. Literally ready to spend money at your brewery but you only have shirts in S or xxxl left. Every single time.

Have a specialty. Do German beers, Belgian style, English. Stand out. If your towns big enough I live in Portland and here the successful spots are region specific. (Obv they all do an IPA too)

Biggest thing for me is either no kids at all, or no kids after a certain time at night. Its a bar, at the end of the day. I do not like bumping into kids by accident while holding a full beer.

Atmosphere, variety of beer (mostly IPA’s-I’m out), quality of beer, friendliness of staff (no snooty I don’t have time for this service please). Treehouse, even though almost all IPA’s still has a very nice variety including Belgians, friendly service, and great pizza

Free range and loud kids are major downer. I’ve walked out of many breweries at the sight of kids with no nearby parents.

At least one good beer that isn’t an IPA or sour. If you have 5 good IPAs, 2 good sours, a mediocre porter, and a bad lager, I will no be visiting again.

The beer, the cleanliness & the service of course…

Great selection of beer (not afraid to have small batch weird stuff), aesthetically cool place, knowledgeable bartenders, prompt service, if no food then food partners (local restaurants) or BYOF, good tunes.

I like a place that I can feel like I can kick my heels up in and relax a bit. I like a place that has a wide variety of beers (and, yes, throw in a totally weird one or two in there to keep us guessing and smiling). I like a place that is quiet (or at least has a quiet area). I like a place that has TVs on but the sound is off (sports? cool!). I like a place that has an event or two every so often (I'm in a college town in Wisconsin whose breweries have meat raffles and random lectures by folks with PhDs). I like breweries who don't know my name but if I gave it might remember it the next time I was in.

Great beer, a decently diverse beer list and staff are decent people. Everything else is nice to have and not that important however if the beer isn't good I am out of there.

I hate breweries where there’s no sound deadening. Concrete floors and walls and open ceilings. It’s deafening. And yea, I’m old. But the fuck, you can’t have a conversation without screaming at each other.

Nice selection on tap, good service, and good food, along with an outside patio that isn’t in the parking lot or overlooking the highway.

Friendly staff , good pint glasses, and quick to get the beer

A diverse draft list is key - I prefer a dark beer..stout, porter, barleywine, or dark lager. If you don’t have one on draft, I’m probably out. BUT, that’s me. You need to have something for everyone. From my experience, food is better left to a food truck..you can have a lot more diversity in options while drastically limiting expenses. As far as live music, pay attention to your venue. Some locations suuuuuuck for live music from an acoustic perspective. The sound is too loud, or reverberates too much, or just sounds terrible. I definitely know which breweries in my area are bad live music venues and don’t go when they have live music on as a result. Friendly and knowledgeable beertenders are critical. I’m a beer nerd and love having conversations with knowledgeable, like minded people. Sometimes, it seems like the beertenders don’t always know their products (or are not interested in a conversation about beer in general) and that makes it less enjoyable. Hope this helps..cheers!-

A great pils and bourbon stouts, good food.

I like to eat while having a beer or 2 as i gotta drive.

To me, I think it is very dependent on the local beer scene and just the general vibe of the area you occupy.

If you live in a place with a solid beer scene where the average consumer tends to be pretty savvy, I think it's a great idea to specialize in something and occupy a certain niche and only serve German Style Lagers, or maybe only English Style Ales, and have rotating casks etc. and if you are going to try to fit one of these niches, cater to that crowd. Don't start doing trivia nights and dog events, etc. For me, I am seeking out a good beer and down to chat with the bartender and other patrons about beer and I don't want to be stepping over kids and yelling over a trivia host.

If you are in a smaller town or a place where there isn't as much competition, or the average consumer isn't super savvy, I think it's more important to try to appeal to a general population and have some other options that aren't just beer and maybe offer some more accessible options, and host events that are family friendly, and welcome animals and live music, comedy, etc. People will go because it's something to do, and they just might try something they like along the way.

Balanced beers and obscure styles.

I believe you need at least one of the following…essential a solid ecosystem.

Memorable beer Memorable food Memorable experience

The more you have, the better you will do. Good location? Even better.

My wife and i go out of our way to explore breweries in our travels. We most often check out places during weekdays when breweries are slow. The ones that stand out to us are places where the bartender is interested in helping us find a beer we would like and can talk about the beer. Its nice if they also act at least a little interested in us and what brings us in. These are the places we will stay for a few and have a good time. Far and away the worst places are breweries with a "hot chick" bartender. I cannot remember a good experience at hundreds of breweries where there was a pretty young thing working. Give me some happy or funny dude/ dudette that genuinely likes beer any day.

Unpopular opinion but I - and dozens of my friends in our early to mid 30s - came of age in the craft beer boom, and breweries are a staple in our social lives. Breweries that cater to many of us in this new phase of our lives, meaning family-friendly, are appreciated. If that’s not your identity as a brewery, that’s fine! You just won’t get a lot of these customers (but others might be more likely to come). I think breweries should consider adult-only days/hours, while still catering to families with kids at other times. My husband and I do so many brewery outings that I feel like our kids are well enough behaved. But it seems like for some, the mere presence of a child (even in a place that offers high chairs and kid themed events) is an annoyance.

Aside from a good choice of beer, I want the personal touch. I want to served by polite, knowledgeable staff who can hold a conversation and engage me about the beer they’re offering.

I also want an atmosphere. Whether it’s delivered by the customers, the staff, or by some music.

I’m in the UK and some of the bigger breweries with large tap rooms offer brewery tours and lots of merchandise. Want to pay £20 for a brewery t-shirt? Go on then, why not?

The environment and beer

Environment: good people, nobody getting too crazy, it’s welcoming. Good location/appearance.

Beer: ability to change, no one beer is the same, not too static in selection over time.

Huge thing is the people, breweries I feel are more good people than not. I’ve only had an interaction that was negative twice at a brewery. That was the only time I ever saw those 2 people again at that specific place.

Good beer, with variety. I like all styles, love to build a flight and taste them all, and one of my biggest annoyances is not finding a nice IPA or sour in winter or a stout in summer because it’s “not the right season.” I do agree beers have seasons, and I get how sales work and why you don’t want five stouts on in August, but man, give me an option! lol

That aside, I want the staff to have actually tried the beer and be willing to tell me about it. Not every customer will want to talk about IBUs and mouthfeel and malt notes but, those who do, shouldn’t be met with a blank stare from a 20 year old server. I think what we lost in my brewery-heavy city is personable service and a love for beer! I get the push to include food service or “turn and burn” people, but a good brewery’s charm is about relationships and obviously, beer.

Proper water glasses. Please please please stop giving me a 4oz glass and a carafe to share with the table.

Proper beer glasses. I don’t need fancy or style-specific stuff but, a decent pint besides the basic shakers and some sort of tulip/snifter style is good enough for me.

This one I know is tough for labor reasons, and depends on the location—but I hate bar service, I hate board-only menus, and I don’t want to have to cash out with each interaction. I’ll reluctantly with bar service as long as it’s the kind where I can study a paper menu, and still feel like I can chat with a bartender before ordering, not just like I’m standing in line at the store. And let me run a dang tab! lol

I also like small merch. Shirts are cool, but for me it has to be a destination to spend the money, or a really funny/unique design. I want stickers, bottle openers, bandanas, maybe a hat, depending. I’m here to spend money on beer, not spend $40 on a logo tshirt. (I lost this battle with my boss as a GM so I’m bitter tbh)

Not exactly what you asked for but recently went to a place offering "half flights" so like 3 oz pours vs 6 for their normal flights. It was nice to do that twice and sample 8 beers and get a feel for their offerings

Beer and good food are definitely the most important things, so I won't even go into that.

Like others have said, I really don't like going to breweries that are essentially daycare centers with the parents getting drunk. I always keep that in mind before deciding to head back to a brewery. I don't mind seeing some kids, but if it looks like a fuckin' Chuck E. Cheese, then I question why I am even there.

Having "live music that doesn't suck" is going to be loud and destroys any chance of having a conversation. Also, it's personal preference if it sucks or not. I stopped going to a local brewery on weekends when they would have live music. If I want to go to a show, I will go to a show, and I do love going to shows. A well-curated and diverse playlist at moderate volume would absolutely be a better solution.

Good luck in your new job!

Owners should think of the brewery as a hospitality business. People greet you with a smile when you walk in. The bathrooms are clean. The space feels accommodating for different groups. Someone will bring you a napkin if you spill. Empty glasses get picked up. There can be lots of little things, but it’s going above and beyond that makes a difference. Too many breweries think that all they should have to do is make good beer (and what’s good depends on personal taste).

Additionally, beer selection doesn’t get stale. Community events happen. I like music myself, but not every night. A friendly bartender that actually knows the beer and can converse is a big difference maker, but also rare for some reason. So training might be the answer there.

For me, it is 100% all about the friendliness of the bartender and staff. If they're smiling at me and act like they're happy to be there, then great. If not, then that can mess with my entire experience. That first impression of the staff's attitude leaves more of an impression on me than anything else.

Why? Because psychology. People remember what they know/learned somewhere, but not as much as they remember how they feel. A bartender with a shitty attitude will always eclipse my feelings about how tasty the beer is. I understand being a bartender or server is super fucking hard and everyone has a bad day, but having a staff with a positive attitude will keep me coming back every single time.

I can get beer anywhere. And drink at home. I’m not there to meet new people. So for me it’s the environment. A fun active place, activities for the kids (a playground), good food is ideal.

Quality and diverse beer selection, and beers with character. -Good breweries, even those with niche specialties need to have something for everyone to succeed, you gotta have a lot going for you to be carried by only sour beers or IPAs, etc. I think that having signature beers is also important, whether it's seasonal beers, always having a beer on cask, or a rare style you brew; having something memorable is important to stand out.

I will say something I've noticed a lot about breweries changing hands is that most of the time, the new owners don't change enough, whether it's the beer, food, or decor. I don't get how new owners think they'll succeed by doing the same things with the same stuff as a failing buisness did. I feel like alot of them are "buisness people" that want a fun project for semi-retirement and think their numbers skills will turn the place around but it usually doesn't get any better and often gets worse.

I think it's important for new owners/ management to change course abruptly to show it's a brand new place not just lipstick on a pig So I'd say change as much as possible to get a different vibe and maybe consider getting a consultant

I usually judge any drinking-type places by five things (usually in descending order or importance)

1) Quality drinks - in this case, the brewery better have good beers on tap. A variety is nice but not required. In other words, I prefer a mix of styles, but if you MUST devote 80% of your taps to hazy IPAs, they better be the best hazy IPAs I’ve had.

2) Nice decor - clean, inviting, lots of seating, bathrooms, variety of seating. A little character in the place, pictures or something that ties in with the brewery theme.

3) Good vibes. Family/pet friendly but the kids and dogs are kept on leashes. Nice mix of clientele-I like to see a mix of young and old. If someone is being an ass, they should be asked to leave. Usually if I see a good mix of customers, I know it’s a place that is welcoming to everyone.

4) good music or reasonable background noise - as someone said, a loud band is a turnoff. If it’s too loud that I can’t enjoy a beer with friends and have a conversation, I’m out. If the bartender can’t hear my order, that’s a bad sign.

5) Good food…or good trucks or you can bring your own food in.

I like places where the lights are low and it's not too loud. Friendly staff who know at least a little about the beers. I'd like for there to be a gigantic stout available at all times but that's just me. I don't want live music, animals, kids, or a dozen taps of mediocre crap that I could get anywhere else in town.

Not all customers are equal. If the brewery is packed out on a Saturday but half the clientele are under 5 years old or pregnant you're not going to make much money, plus you're going to drive away your childless customers. 

I love bar trivia but sometimes trivia, board game nights, etc will also fill your brewery with non-paying customers.

Finally, it's helpful to have enthusiastic bartenders but at the very least they need to be knowledgeable and willing to answer questions.

 I have two negative experiences of my own that come to mind: once I was at a brewery in Ashville where a bartender said that they unequivocally would not answer questions or give recommendations. Beertenders dont need to be able to mix a margarita or know what ingredients are in an old fashioned. Pulling a tap isn't difficult. To me, talking beer is one of the main jobs of a brewery bartender.

Another time I was at a brewery in NJ that had two hazies with similar profiles on the board. I asked the bartender about them, and she stated she couldn't answer because she was 20 and couldn't legally drink. I'm sure a brewery wouldn't hire a 20 year old unless they were really desperate, but it still seemed wild to me that the only employee at the bar couldn't legally tell me how the beer tasted. At the very least ownership should have given her a fact sheet to memorize or share with customers.