The Brass Tap Franchise Adapts to Changing Drinking Habits

As consumer drinking habits continue to change, alcohol-focused franchise brands are being forced to rethink how they attract guests. According to a recent Franchise Times article, fewer Americans are drinking alcohol than in previous years, with declines especially noticeable among younger adults. For The Brass Tap, that shift has reinforced the importance of offering more than just a beer menu.

The craft beer bar franchise, which has grown from 43 locations in 2022 to 52 today with another 46 in development, has focused on creating a guest experience that gives customers a reason to visit, no matter what they order. Scott SirLouis, chief operating officer of The Brass Tap, said consumers are becoming more selective about how they spend their leisure dollars, making the overall experience more important than ever.

“I tell franchisees that you have to give people a compelling reason to come in and visit in times like this,” SirLouis said. “Even when consumers are not pulling back, they’re at least being more careful with where they spend their discretionary leisure dollars in dining out. You have to ensure that the experience we provide is outstanding and better than what they can get next door.”

That philosophy has encouraged franchisees to develop events that reflect their local communities. One California location partnered with a plant shop to host a “Bonsai and Brews” event where guests could learn plant-trimming techniques while enjoying the atmosphere. SirLouis said those types of locally driven experiences help strengthen the neighborhood feel that has become central to the brand’s identity.

At the same time, The Brass Tap has broadened its offerings to align with changing consumer preferences. While craft beer remains an important part of the concept, the brand has expanded its cocktail program, increased its selection of nonalcoholic beverages and placed greater emphasis on food. Those changes have helped diversify revenue streams and appeal to a wider audience.

Today, food accounts for nearly half of the brand’s sales, while liquor sales have surpassed beer sales. SirLouis said customers still want a place to gather with friends, but their beverage choices are no longer limited to traditional craft beer.

Other alcohol-focused concepts, including Tapville Social and Waters Edge Wineries, are making similar adjustments with events and expanded beverage options. For The Brass Tap, the focus is on giving guests a reason to come back, whether they order a craft beer, a cocktail, a mocktail or a meal.