How to Win at the Craft Beer Booth

By Tyler Turek

Imagine this: a leafy Saturday afternoon. You’ve just been hired to represent your favourite local brewery at an outdoor festival. Traffic was terrible and you’re late. You’re struggling to open your sampling booth at a craft beer festival. Where do you park?

The ice has not yet arrived. Your beer is warm. The table legs wobble and your CO2 unit sounds like a gasping asthmatic. The sleek new banner your company lent you keeps falling over. Does anyone have tape? No, they don’t. A shoelace is used to bind the banner to your tent just seconds before the first thirsty samplers arrive, tickets in hand.

If you’re working a booth at a craft beer event (like Sam Corbeil from Sawdust City Brewing), you want to be alert and prepared. You also want to have fun. Rarely does everything go wrong. But it’s constant work to make sure it all goes well!

Here are 15 tips to help you avoid key event problems and make the most of your beer event.

1) Move with confidence. Stay healthy, hydrated, and limber. You will be working in awkward spaces. Heavy lifting will likely be involved. Two good pairs of shoes are recommended.

2) Keep beer cold and fresh. No excuses! Set a good impression with the best product at the event. When in doubt, bring extra ice.

3) Confirm that your equipment is clean and ready to go. Serving draught beer can be challenging. Be prepared to troubleshoot problems.

4) Engage each guest differently. Ask them questions. Connect with strangers. Make new friends.

5) Have something to give out. Key chains, coasters, stickers, and ‘swag’ can go a long way with your audience.

6) Don’t give out free drinks to your friends and attractive strangers. If someone wants a drink, tell them to support the fest and buy tickets.

7) Eat at least one real meal a day.

8) Stay sober while working. Booths will typically share samples with one another. But you are not there to drink. You promote your brand while others slur their words.

Be like The Brew Box Crew!

9) Don’t be hungover.

10) Print out all important documents including invoices, licensing, contracts, insurance, and reservations.

11) Bring as much quality signage as you can. Strong visuals draw people into your booth.

12) Keep track of tokens, inventory and anything else with value. Numbers count.

13) Build an events kit that has essentials and a few specialty items. Extra merchandise, tape, zip ties, markers, towels, First Aid Kit, and small tool kit will serve you well.

14) Dispose of empties and garbage often. Wipe up water and beer spills. If your booth is sloppy, I’m moving on.

15) Chat with other event staff, visitors, or anyone else crossing your path. You’ll learn a lot from your peers, fans and critics.