Achieve an Authentic Oktoberfest Experience in your Brewery

This is the second in a two part series giving brewery owners advice on how to maximize business this Oktoberfest.   Customers will be heading to breweries in droves this year to celebrate Oktoberfest. As a result the competition to attract customers will be stiffer than ever before. One way to make sure your brewery stands out is to give your customers the most authentic Oktoberfest experience possible. Here’s three ways that will help you do that. Serve Traditional German Food Outside of the beer, the next most important part of any Oktoberfest celebration is the traditional German food. Giant pretzels, currywurst, and sauerkraut are all favorites at the original festival. Other traditional favorites your could serve include:  

  • Beer-marinated Bratwurst sausages
  • Oxen
  • Pigs knuckles
  • Noodles
  • Dumplings
  • Giant pretzels
  • Hot frankfurter rolls
  • Sauerkraut and Salami pizza
  • Bavarian cheese
  • Hams
  • Cheesecake
  • Apple strudel

Charging an entrance fee, but including a free traditional German buffet would be a great way to attract people who are looking to celebrate Oktoberfest while still getting a deal.




Oompah bands are a staple of Oktoberfest celebrations the world over. If you can work it into your budget hire one to play at your brewery for the weekend. Oompah bands play traditional German volkstumliche and will be sure to draw a festive crowd, that might even be willing to pay a cover. The bands can be quite popular during Oktoberfest so if all the good loca ones are booked or too pricey you could always search for some oompah bands online.



Traditional German clothing consists of lederhosen for the guys and dirndls for the ladies. Having your staff dress in lederhosen and dirndls or even German colors would be a great way to build camaraderie among your patrons. Offering a discount to customers who wear these colors or the traditional clothing would be a great way to make your brewery feel like a community and keep them drinking your tasty German beer.

oktoberfest clothing


Now nothing is stopping you from having a packed, authentic brewery this Oktoberfest. Have any other suggestions? Leave a comment below!


How to Pack Your Brewery For Oktoberfest

This is the first in a two part series giving brewery owners advice on how to maximize business this Oktoberfest.


Brewery owners look forward to Oktoberfest every year like retail store owners look forward to Black Friday and the holiday shopping season. After all Oktoberfest is rivaled only by Mardi Gras when it comes to admissible debauchery and drinking being acceptable at all hours of the day.


What is Oktoberfest?

Oktoberfest is the world’s largest beer festival held annually in Munich, Bavaria, Germany. It is a 16 day festival running from late September to the first week in October and more than 6 million people from around the globe attend the festival every year.


Many other cities the world over hold their own Oktoberfest celebrations, modeled after the Munich event. As one would expect at a beer festival, lots and lots of beer is consumed. In 2007 in particular almost 7 million litres of Oktoberfest Beer were consumed during the 16 day event. Now most bar patrons don’t need an excuse to drink copious amounts of beer, but it doesn’t hurt to have one.


Here are 5 ways to make sure you pack your bar this Oktoberfest, while simultaneously assuring your customers have the most authentic experience possible.




Beer, Beer, and more Beer

Plain and simple you cannot have an Oktoberfest event without beer and more specifically German beer in particular. Now the original Oktoberfest in Munich holds all beers that can be served to the standard of the Reinheitsgebot or Purity Law.


According to the Reinheitsgebot Oktoberfest beer can contain nothing more than water, hops, and barley in addition to being brewed within Munich’s city limits. There are only 6 breweries that meet all of those goals: Augustiner-Bräu, Hacker-Pschorr-Bräu, Löwenbräu, Paulaner-Bräu, Spatenbräu, and Staatliches Hofbräu-München.


Luckily for you, most of the people not in Munich are beer enthusiasts, not beer purists, and will just be looking for some quality German beer to celebrate with. Here are a couple ways to capitalize on their German beer cravings:

  • Free German beer tastings: Brewing a selection of German beers? Why not let your patrons sample them all. Offering a free sampler of German beers will not only bring in the customers like a moth to a lantern, but entice them to keep on ordering their favorites for the entirety of the 16 day celebration. Note: Remember it’s a taste not a giveaway.
  • German Beer Deals: Putting your German beers on a special all day happy hour menu for the duration of Oktoberfest is a great way to get customers in the door and keep them there.



Specialty Drinks?

Now while Oktoberfest and beer have become almost synonymous over the years not everyone likes beer and despite what you might think this makes it a great time to broaden your brewery’s appeal. Offer a selection of specialty cocktails that are based on beer or traditional German delicacies to convince people who wouldn’t ordinarily come to your brewery to give it a shot. For example you could serve variations of:

  • New York Honey Beer
  • Miami’s Brickell-Rita beer cocktail
  • Cambridge’s Jumpin’ Jack Smash beer cocktail

or create your own. You can easily find recipes for all the aforementioned drinks here.




This is the first in a two part series giving brewery owners advice on how to maximize business this Oktoberfest.


Breweries Boost Economy and Business

Breweries Boost Economy and Business   Google Docs

the beginning growth stages of what has now turned into a booming industry

2010 reached a high of 9.7% unemployment rate in the US, where by 2014 it dropped to 6.1%.  Although many economic factors play into this positive change, startups and emerging companies get their credit as well.


Breweries have been growing tremendously in the US, employing over 2 million Americans with 2,800 craft breweries running. These direct and indirect employers have the industry generate over $79 billion in wages and benefits where they have over $34 billion economic impact to the US.  With such impressive financial and economic growth, let’s look deeper into the brewing industry.

brewery economy 2

people employed and involved in brewery business:

– farmers: grains, hops, raw materials

– private companies for: brewery machinery and equipment

– marketing and advertising

– packaging and shipping services

– brewers themselves



Only a few beers dominated the market, but smaller domestic craft beers have seen tremendous success where they pose a threat to the previous companies in gaining their market share. With the consistently increasing demand, new breweries that are continuing to open up are seeing great success. The success comes from niche markets based on community and location. The opportunity of breweries is endless, where they can target millions of communities and areas in the US.



As the production rapidly increases to keep up with the demand, the materials are being outsourced. There is a fear of hops becoming too expensive due its shortage in this popular market. The Hop Growers of America are saying that prices per pound have already rise from $1.88 to $3.59 since 2004. The growers predict that by the end of 2014, the cost will reach up to $10 a pound.  The high brewery competition does not allow for companies to raise their selling prices in order to stay in the business.  This affects the smaller brewers the most, where their production costs raise to be unbearable for producing less than 15,000 barrels per year. Sustainable hops are necessary for this industry to carry on its success for the future years to come.


continue to increase with the support for specialty brewers, microbrewers and brewpubs. Beer in restaurants, bars, grocery stores and breweries themselves will see severe competition as the market fills up with craft beers. For now, breweries must work on getting customer loyalty and occupying a location target market to keep their business from new entrants.  Hosting events to market your business is a great way to get new customers in and build a following. Check out our follow up Summer Brewery Events blog for some great ideas to keep your brewery business growing.

Best Brewery POS System



Summer Brewery Events


Whether you opened recently, it’s an anniversary or you are just trying to promote your brewery- here are the needed steps to running a smooth and successful summer brewery event.

The simplest way to promote your brewery is to join a brewery festival (or beer fest). All major cities hold large events to promote local beers where there are thousands of attendants. This is the place to offer testings to new customers and hopefully gain a following.

Instead of being lost in a crowd, try creating your own event at your brewery! Large festivals are fun, but making an intimate event yourself is a completely different experience for your customer.  Not only will customers be exposed to just your beers, but this is a great way to bring the community together, build personal relationships and create loyal customers.


Pick out a length of time that you want to host this event. (Recommended 7-10 days).

– Choose themes for different days

– Sign with food truck companies or catering to deliver food for your beer testers to snack on.

– Plan out the beers you will want to be included on the event menu and make sure you have prepared a large enough supply.


Create the event and make it public!

– Promote through social media- Facebook, Twitter, Instagram; company website; local newspaper and large signs outside your brewery.

^the point is to grab the attention of the local community and hopefully most of the advertisement will be done through word of mouth.


Include in the event:

– at least 10 different craft beers

– some sort of discount or promotion

(example: first day attendants get a free cup while supplies last)

– have interactive cashiers to talk about the beers and create a friendly atmosphere

– consider including smaller sampler options for testings


After building great memories together, don’t forget to invite your new friends to come visit more often 

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