In a time where the craft beer industry in the United States is experiencing negative growth, it is imperative for breweries to adapt and innovate in order to thrive. The days of simply creating a great product and relying on flashy packaging are long gone. The evolving landscape of the industry demands breweries to operate on multiple levels to ensure their beers reach consumers. This shift has been evident in the recent headlines, including Forbes, which have shed light on the downturn in the once booming craft beer market.
One brewery that has managed to crack the code and achieve success in this challenging environment is TailGate Brewery. Founded in Nashville, Tennessee in 2014, TailGate Brewery has defied the odds by expanding to six taprooms and pizza parlors across the state in just two years. The key to their success, according to founder Wesley Keegan, lies in building a dedicated team of employees who are committed to the company’s mission. By offering competitive benefits such as 100% healthcare, industry-leading wages, and a 401K match, Keegan has managed to create a motivated team that is driving sales and propelling the brewery forward.
Embracing Innovation and Diversity
Keegan’s innovative approach to brewery management has set TailGate Brewery apart from the competition. From making decisions that challenge the accepted norms in the industry to diversifying the product line, Keegan has demonstrated a willingness to evolve and try new things. By opening his taproom seven days a week, welcoming children, and creating a communal atmosphere, Keegan has fostered a unique and inviting experience for customers.
Furthermore, Keegan’s decision to diversify the product line with offerings such as cider, seltzers, frozen drinks, non-alcoholic beers, and sweet teas has paid off, with these products becoming top sellers for the brewery. Instead of outsourcing these products, Keegan has kept the profits within the company, leading to increased self-support and self-sufficiency for TailGate Brewery. This dedication to innovation and diversification has not only fueled the brewery’s growth but also ensured its profitability in a challenging market environment.
Focusing on Organic Growth and Community
Unlike other breweries that are eager to expand beyond their state boundaries, TailGate Brewery remains committed to focusing on natural organic growth within Tennessee. By partnering with Lipman Brothers, the state’s oldest and most established distributor, TailGate Brewery has been able to maintain a strong presence in the market and attract a growing legion of fans.
Keegan’s emphasis on reinvesting profits back into the company has allowed TailGate Brewery to achieve new highs in sales and production each year. By staying true to their core values and mission, TailGate Brewery has been able to carve out a niche for itself in the regional craft beer market. Keegan’s refusal to conform to conventional norms in the industry has set TailGate Brewery on a path to success, making it a beacon of hope in an otherwise gloomy craft beer landscape.
The success story of TailGate Brewery serves as a testament to the power of innovation, dedication, and adaptability in the face of adversity. By embracing change, fostering a strong company culture, and staying true to their roots, TailGate Brewery has managed to thrive in an industry that is rife with challenges. As the craft beer market continues to evolve, it is breweries like TailGate Brewery that will serve as inspirations for others looking to make their mark in the competitive world of craft beer.