When you discover a tap room that you keep working back to, it probably isn’t solely as a result of great craft beer. It might have something regarding architecture. Test that theory, the next time you visit that tap room notice the look features, because those attributes are likely what gives that tap room its character that is appealing.
Architects I met with for this information, all specializing in brewery designs, tell me there are many design factors that make for an environment that plays a part in a general sense of comfort and appeal. The short listing of factors architects considers inside their design recommendations include: using colors; acoustics; aroma’s; music; furniture; and simple movement within the space birra artigianale. “The secret is putting the best combinations together that address the demographics of the city and customers who’ll visit the space”, says David Madsen, a Reno brewery architect.
If done properly, the brewery ‘s architectural design is area of the brewery brand. Many in the craft beer movement are giving consideration to coming changes to the industry post COVID; no doubt changes are actually being anticipated and planned.
“Our clients affirm that the craft beer industry is inherently social, and, therefore, craft beer relies upon community-oriented gathering spaces to bring people together, says Rebecca Spears, Partner in RB+B Architects in Ft. Collins, CO.
Simply stated, architectural design in a tap room must maximize opportunities to create visits and product trials, and visually promoting an overall total brand image. Therefore, breweries are usually reviewing their target market and trying to anticipate changes in consumer preferences. Customers dictate branding and architectural design showcases brand. A tap room’s ‘feel’ is the greatest opinion of a brand, it can be stronger than a can on an extremely crowded shelf. From the consumer’s perspective they might be asking: What is this brewery doing for me for my visit?
The Post Pandemic period, that there is no agreement when it might end, will most likely bring changes to the way in which consumers view their brewery experiences. These facilities are getting to be beyond a DIY project, where they utilize a fresh industrial ambiance with picnic bench tables. From interviews with breweries and architects specializing in the craft beer industry, the absolute most noticeable evolution are breweries upgrading production facilities and thinking more about public space designs that showcase an experiential and destination orientation.
Consumers need to identify that breweries cannot build just any tap room they like, far too many factors enter into play to permit for that: construction codes; zoning; health board requirements; taxes; environmental considerations; etc. Furthermore, the smart question that really must be answered up front is: What is the consumer desiring now and what’ll be coming? Changes could happen, if nothing else, from competition and local laws.
“Within the last decade we have been associated with over 170 brewery projects and continue to complete work for them. They recognize changes as a result of maturing of the craft beer industry and need certainly to boost their brand. These changes are being adopted by breweries and are not going unnoticed by consumers”, says T. Dustin Hauck-President of Hauck Architecture. “We’ve built a business dedicated to the craft beverage and hospitality industry. In recent years, we have noticed a substantial increased curiosity about clients evaluating their image. Upgrading a brewery’s architecture and tap room experience is just a significant statement to a community and their brand” ;.
Before shifting to talk about TR changes Post Pandemic, I found this anonymous quote that summarizes why architecture is important in adding permanency to the craft beer category. “An architect can influence consumer perceptions with his/her design by understanding how a building’s design can impact a person’s behavior, mood and perception of a brand” ;.The COVID-19 Pandemic has forced people to truly have a new appreciation of space (a facility) that matches your own style.
Note to the reader: I am not an architect, I do not know one, but did make a lot of calls about that obscure subject that does impact the craft beer industry. Applying an oft used political saying-all craft beer is local! I want to add a new dimension to the topic of changes arriving at craft beer that is addressed by the architectural industry. Now that being said let’s move on.
It’s an undeniable fact that design/visuals influence purchase habits, that is why breweries and all beverage alcohol producers spend a lot of time and money on labels. Getting anyone to try a brand of beer may be the start to the consumer relationship, but the merchandise must support an acquired image, expectations, and advertising message.
Could be the tap room adding value to the consumer experience and adding value to the brewery? Public spaces or brew pubs run the gambit relative to investments, nonetheless it isn’t about the cash, it is about delivering on an experience commensurate with a market demographic. That is what the consumer is buying.