In the eternal pursuit of driving up taproom ticket totals and to-go sales, customization is promising territory to explore.
Personalization is trending across industries for younger consumers, and shoppers in general consider products tailored to their own preferences to be a premium perk.
“Variety appeals to everyone, but it can be especially important for younger guests, like Gen Z, who may be discovering beer for the first time,” says Andrew Coplon, founder of Secret Hopper. Coplon’s service sends mystery “shoppers” to taprooms to help breweries gain insight into customer experiences.
“They value exploration and personalization,” Coplon says of younger customers. “A mixed four-pack gives them a fun way to try different beers without committing.”