FormatOnline
Duration2 Weeks
Sessions4 live, 2 hours each
BatchMax 20
Fee₹5,000
Who it is for
Is this for you?
- Taproom and brewpub owners
- Front-of-house managers
- Brewers who pour for the public
By the end
What you walk away with.
- Plan a calendar of events that bring people back
- Start a beer club or regulars' programme
- Train staff to carry the brand
- Find local partners worth working with
Your instructor and point of contact
Who teaches this course and who to ask.
Syllabus
Week by week.
2 weeks. Two live sessions every weekend and one assignment a week.
Week 01. Bringing people back
- Why first visits do not become regulars
- Events that fit your beer and your space
- Beer clubs, loyalty and WhatsApp groups
- Responsible serving at every event
Assignment: Plan a three-month taproom event calendar.
Week 02. People and partners
- Staff as the brand: hiring, training and service
- Tap list talk that helps guests choose
- Local partners, collaborations and food pairings
- Measuring footfall and repeat visits
Assignment: Write a one-page service guide and a plan for one partnership.
How it runs
Format and terms.
- Schedule
- Live on Saturdays and Sundays, 12:00 PM to 2:00 PM IST. Timings may shift by mutual agreement with the cohort.
- Batch size
- Maximum 20 students, so every question gets answered.
- Included
- Session recordings, presentation decks, weekly assignments and the learning kit.
- Certificate
- Certificate of Completion once every assignment is in and you have attended at least 80% of live sessions.
- Beyond the screen
- Recommended microbrewery visits, so you see the kit you are studying.
- Fees
- Paid in full at sign-up. No discounts apply. A package of courses cannot be changed once confirmed.
Want the full flight? All 27 courses together run to 71 weeks. You choose your package when you enrol. Compare all 27 courses and read the refund policy before you pay.
Keep reading
Read before you start
Branding
Taproom events that bring people back
A quiz night once is an event. A quiz night every second Thursday is a reason to keep coming back. That difference is the whole point.
Branding
Taproom design that sells beer
Guests decide what to order in the first minute. Most of that minute is shaped by where the taps, the menu and the light are.
Branding
Your team is your brand: building brewery culture through branding
Guests forget your logo. They remember who poured their beer and how.
Recommended reading
Every guide for this course.
22 free guides on the topics this course covers. Read any of them before the first session.
Business 9
- Beer menu engineering so the best margin beers sell more
- Filling a brewpub on slow weekday nights from Monday to Thursday
- Loyalty programmes for brewpubs and what they really return
- Pint, schooner or half and choosing serve sizes for a taproom
- Pricing private parties and corporate bookings at a brewpub
- Running a happy hour that does not wreck brewpub margins
- Selling beer for corporate offsites and events in India
- Training bar staff to sell craft beer and raise average spend
- Taproom economics
Branding 8
- Branding a beer festival stall so people remember you next week
- Building a beer club and community
- Coasters, table tents and printed collateral that earn their cost
- Sponsoring gigs, quizzes and sports nights as a small brewery
- Designing a taproom menu board people can read from the queue
- Your team is your brand: building brewery culture through branding
- Taproom design that sells beer
- Taproom events that bring people back
Tasting 3
Consultancy 1
Save your seat in Taproom Marketing and Community.
Cohorts cap at 20. Enrol now or ask us on WhatsApp.