In a mature craft beer industry, success is no longer guaranteed by simply producing a great product in eye-catching packaging. The once booming market has slowed down, with negative growth becoming a reality for many breweries. According to the Brewers Association, the craft beer industry experienced a 1.0% decline in 2023, leading to 409 closures across various types of breweries. However, amidst the gloom, some breweries have managed to thrive and succeed by implementing innovative strategies and adapting to the changing landscape.
One such success story is TailGate Brewery, founded in 2014 in Nashville, Tennessee. Despite the challenges faced by the industry, TailGate Brewery has managed to open six taprooms and pizza parlors across the state in the last two years. The brewery’s success can be attributed to its unique formula, which includes offering thirty TailGate brews on tap, delicious pizzas, and providing exceptional customer service. Wesley Keegan, the founder and owner of TailGate Brewery, emphasizes the importance of having a dedicated and motivated team to drive sales and achieve the company’s mission.
Keegan’s approach to running the brewery sets TailGate apart from traditional craft beer businesses. By offering 100% healthcare coverage, competitive wages, and a 401K match to all employees, Keegan has managed to attract and retain top talent within the company. As the sole owner of TailGate Brewery, Keegan has the freedom to drive his vision forward without external pressures, allowing the brewery to remain agile and adaptable in a dynamic market.
Keegan’s willingness to innovate and take risks has been a key factor in TailGate Brewery’s success. From operating the taproom seven days a week to producing a range of products beyond traditional craft beers, Keegan has been able to meet the evolving needs of consumers. By diversifying the product line to include cider, seltzers, frozen drinks, non-alcoholic beers, and sweet teas, TailGate Brewery has managed to attract a wider customer base and increase profitability.
As a self-funded company, TailGate Brewery reinvests its profits back into the business to fuel growth and expansion. Keegan emphasizes the importance of diversification in ensuring the brewery’s long-term success. By focusing on natural, organic growth within Tennessee and partnering with established distributors like Lipman Brothers, TailGate Brewery has been able to maintain steady growth and expand its loyal fan base.
Unlike other breweries that prioritize rapid expansion, TailGate Brewery remains committed to sustainable growth within its home state. By staying true to their core values and focusing on quality, diversity, and exceptional customer experience, TailGate Brewery continues to reach new milestones in sales and production. The brewery’s success serves as a testament to the potential for innovation and adaptation in the craft beer industry, offering hope for the future of small, independent breweries.