One in an occasional series of features on Charlotte area businesses, nonprofits, and events, and how they are adapting to the “new normal.”
Our Subject: Hoppin’ Brands owns three self-pour taprooms that allow patrons to serve as much or as little beer or wine as they feel like tasting, monitored by a wristband that only charges for what they pour. The brand includes the original Hoppin’ location in South End, a second in Greenville, SC, and Pinhouse on Central Avenue. The company also owns The Studio, an event space on South Boulevard.
What’s been impacted: Since all four venues require patrons to be present to pour their own beer by the glass, 85-95% of business was impacted by the stay-at-home orders. Even though the venues don’t employ bartenders, per se, employees still need to check the many beer taps and do other essential services like operations and marketing.
Innovative pivot: Hoppin’ Brands locations began serving beer-to-go almost immediately. They used targeted marketing through social media channels, and reached out to patrons who had attended their New Year’s Eve and 2-year anniversary events.
And since Hoppin’ is not a brewery with its own beer cans and distribution channel, this venture needed to get creative quickly in order to work.
“We had to get containers,” said Marketing Director Scotty Kent. “First people brought their own growlers, but that wasn’t reliable.”
Hoppin’ quickly ordered some branded 32 oz. crowlers and were able to give them to customers, with 25% off the retail price for the beer inside of it. People who have their own 64 oz. growlers can still bring them, too, for 50% off. Or they can bring just about any other container that has a lid. Hoppin’ is happy to serve.
“Beer bonds” are also popular, because patrons can buy the bonds (gift cards) to support the business now, and they’re good for even more than face value once doors open back up.
“The beer bonds have been incredibly successful. This is money you would be spending later, but you’re spending it now. It helps the employees.”
Reactions: People really responded, showing they want to support local brands and keep them alive until doors open again.
“The biggest reaction that we’ve seen is people showing up to do it,” said Kent. “The city has embraced the ‘support local’ vibe. People understand the businesses they love and go to, really need their support to make it through hard times.”
The ideas are enough to keep paychecks rolling, even if it takes 2 weeks now to bring in the same sales they used to enjoy in a weekend. “But anything is good at this point,” he added.
Forecast for the future: Hoppin’ looks forward to the days when their customers can come out again and enjoy each other’s company in public, with self-pour beer, good food, and fun tunes. But Kent also predicts the crowlers will stay, because they have been popular with patrons.
“Things people were hesitant to do before this, turned out to be a good idea,” said Kent. “We should have been doing this all along!
Learn more or buy a Beer Bond at: https://www.hoppinclt.com