Instagram followers disappear when the algorithm changes. Facebook reach dropped 90% for business pages over the last decade. TikTok could be banned tomorrow. But an email list? That's yours forever. No platform can take it away, and no algorithm decides how many people see your message.
For breweries, an email list is the single most reliable way to drive consistent taproom traffic — and most breweries either don't have one or aren't using it effectively. Here's how to build and use one that actually works.
You don't need expensive software. Mailchimp's free plan handles up to 500 contacts and 1,000 emails per month — more than enough to get started. Other solid options are Klaviyo (great analytics) and Beehiiv (excellent for breweries doing newsletter-style content). Pick one and stick with it.
The most important thing is that you start. Don't spend three weeks comparing platforms. The best email tool is the one you'll actually use.
Your website should have an email signup form above the fold on the homepage, and again in the footer on every page. The offer matters — "Sign up for our newsletter" converts poorly. "Get first access to new releases + taproom events" converts much better. Give people a reason to hand over their email. Most email platforms give you an embed code that takes five minutes to add to your site.
Put a simple iPad or tablet at the bar with a signup form. Train your staff to mention it: "We send out a weekly email about new releases and upcoming events — want to be on the list?" A QR code on table cards, coasters, or receipts that links to your signup page also works extremely well. Regulars almost always say yes when asked in person.
Consistency beats perfection. A simple weekly email sent every Thursday covers what's on tap, upcoming events, and anything new this week. It doesn't need to be long — 150 to 300 words is plenty. People who signed up want to hear from you. The breweries that build cult followings through email are the ones who show up in their subscribers' inboxes every week without fail.
For major events — a new seasonal release, a beer garden opening, a trivia night, a collaboration brew — send a dedicated email 7 days out and a reminder 24 hours out. This two-email sequence consistently outperforms a single announcement. The reminder email alone can add 20–30% more attendance to your events.
The number one reason breweries stop sending emails is running out of ideas. Here's a simple rotation that never gets old:
Real talk: The breweries with 2,000+ person email lists didn't get there overnight. They asked every customer in person, added the signup form to their website, and sent emails consistently for 12–18 months. That's the whole formula. It's not complicated — it just requires showing up.
Your brewery website is the home base for your email list. It's where the signup form lives, where people get sent after clicking links in your emails, and where you host the event and beer information you're writing about. A slow, hard-to-navigate website hurts your email marketing results even if your emails are great.
At HopBuilt, we build brewery websites specifically designed to support email marketing — with built-in signup forms, fast loading times, mobile-first design, and event pages that your weekly emails can link to. The website and the email list work together, not independently.
We'll build you a site with signup forms, event pages, and the speed Google loves — starting at $149/mo.
Get a Free Quote