Marketing for BOPs
By Ray Schavone
As a Brew-on-Premises, the most common concern
expressed by clients and potential clients is, 6 cases of beer is a lot;
1.) My spouse would kill me if I brought that home, 2.) I don’t have
room to store it, and 3.) What if I get bored with it?
To turn these issues into a business opportunity, we
created Half Batch Variety Night. The concept is simple; once a month we
have HBVN, and brew six different beers.
We take 12 reservations for the event so everyone
gets a half batch of 3 cases of beer made up of 6 bottles from each
recipe. The event is held on a night we’re not normally open,
typically the last Monday of the month.
The recipe selection usually consists of 2 new
recipes, 2 seasonal recipes, and 2 of older recipes. This gives our
customers a good cross-section of the beers we brew, and gets them to
try something they may not have picked to brew themselves.
We publish a monthly email newsletter where we let
people know what beers we’ll be brewing that month. This information
is also on our web site.
HBVN has worked out well for us. Customers like
having a variety of beers to take home. Several customers have gotten
together with other friends and created their own HBVN on a regular
Ray Schavone is owner of Deja Brew, which was the
first dedicated Brew-on-Premise in Massachusetts. The store is located
at 510B Boston Turnpike Road, Shrewsbury, MA, 01545. Phone: (508)