Austin’s Craft Beer Scene
Encouraging and supporting local businesses will continue to help Austin’s character flourish. Austin has a growing craft beer scene that is beginning to make a name for itself. Embracing the local beer scene will support the community and help keep Austin unique.
Craft Beer Enthusiast: Young Professional in ATX
JOB:
Try new beers from favorite and new breweries in Austin, Texas
PAINS:
Access to breweries/beer
Time getting to locations
Distance from locations
Parking/Crowds
Available Business Hours
Not sure where to find new beers (bars/shops/restaurants)
Lack of knowledge about beer
Don’t want to go out on week nights
Have to keep track of events promoting new beer
Limited supply of new beers distributed around town
Beer may be tapped out at locations
Bottle shops and bars can upcharge from cost at brewery
TABC laws prohibit services (Legal)
GAINS:
Accessibility to new beers
Guaranteed chance to try new beers
Don’t have to drive far/close to home
Can enjoy at home
Variety of options
Unique or exclusive options
A curated/recommended list of beers and places that have them
A single source of info for what’s new and where to find
Ability to try beers from several breweries at once
Reasonable pricing
Vouchers/Coupons for free tastings
Community Research & Interviews
St. Elmo Brewery
I went over to St. Elmo Brewery in South Austin on a Saturday. The place was full of patrons ranging from ages 24–40. It was quite busy, so I grabbed a beer and approached some of the groups. The people I spoke with consisted of avid craft beer drinkers and some that enjoyed beer, but were mainly dragged there by their more enthusiastic friends. The appeal of the brewery was the atmosphere and the selection of beers. The food trucks on site and the music made it a great place to spend the day. Distance was a factor in deciding to visit the brewery. The less experienced drinkers admitted their lack of expertise and valued the recommendations of brewers and options to try several beers (flights) to explore.
Hops & Grain Brewery
I went over to Hops & Grain on the East Side on a Wednesday. It was surprisingly packed with many different groups. There were several groups present including apartment locators, college students, a happy hour group from a nearby office, a couple new to austin, and a group grabbing a pint after a run. The brewery is heavily involved in the local community and the clientele shows it on a daily basis. The community aspect attracted customers, as well as the variety of events and beers they offer. The overcrowding and parking can get to be an issue, and many of their beers are not available elsewhere or could not be purchased to take home.
The Brewers Table
I chanced upon an opportunity to speak with the team of the upcoming Brewers Table opening in East Austin in the next few months. It is a brewpub restaurant that is focused on the relationship between brewers and chefs working together to create an experience for customers. I was able to speak with the owner, chef, marketer, and manager. Although much of the conversation drifted to TABC (Texas Alcohol and Beverage Commission) laws and inner workings of the brewery business (focused on the many headaches of opening a brewpub), I was able to pick their brains about what they liked about beer and visiting breweries. They were all about reputation and experience with a sentiment of how it’s different and unique from others.
Last Stand Brewing Company
I was able to speak with a brewer and rep for Last Stand Brewing in Deep South Austin. Our paths have crossed several times across shops in Austin, so I invited him to talk more about the local beer scene. He had a lot to say about the business of brewing and distributing. I learned a lot of the things to be aware of with the TABC, and how to navigate the beer industry in Texas. He also explained the brewer’s perspective on canning/bottling and creating small batches at breweries as well as how profit and business affects their choices. Being on the outskirts of Austin, we also discussed the challenges of getting customers to visit and the pros and cons of incentives or free giveaways.
WhichCraft Craft Beer Bottle Shop
I stopped by WhichCraft in the neighborhood of South Lamar. WhichCraft has been carrying local, Texas, and beers around the country for a few years now. They do free tastings a few days a week and invite reps to come and talk to customers about their products. There is a regular community of craft beer drinkers that visit on a weekly basis. They also recently opened a new location in the Mueller area with a full bar and coffee. alongside the bottleshop. I cam by during a tasting to speak with the managers, rep, and customers. We talked about their affinity for beer and the bottleshop perspective on what is valuable in beer drinking options. We also talked about some of the pains of trying to get access to and sell beers from across the country. Along with their own personal likes/dislikes as beer drinkers, I also received some recommendations of services that attempt to target this user group’s goals.
Drinking Buddies
I also reached out to my close group of friends that like craft beer and visiting breweries. I am a fan of craft beer myself, and the group of us regularly visit breweries and buy beer to enjoy at home. We talked about what we like about visiting breweries and trying new releases as well as what we dislike and getting access to beer. There a pros and cons of both visiting breweries or drinking at home. Ultimately, the reasons we go to breweries are different from why we choose to have a beer at home, but both are an enjoyable part of the experience.
Resources & Potential Competitors
Value Proposition Design
ATX Craft Beer Box
Product:
A high end, subscribtion box based model focused specifically on Austin, Texas breweries. The monthly box would send a curated selection of beers from Austin breweries. Selection would consist of brewery staples along with seasonals and limited offerings each month. A smaller selection of high quality beer delivered to your door. Newcomers to Austin get a taste of all of austin, while regulars get a mix of new flavors and old classics.
Key Features:
Variety of craft beer
New selection each month
Unique and special offerings
Curated beers in many styles from local experts
Craft experience delivered to you at home
Pain Relievers:
More access to beer around the city
Don’t have to drive or deal with traffic
No crowds or lines
Can enjoy on own personal time, at home
New beers sent directly to you
Expert recommendations on good beer
Don’t have to go out to try something new
Not limited by neighborhood
Reasonable cost for value
Gain Creators:
Discover new beer and breweries
Increased chance to try new beers
Ability to try new places previously out of reach
Can enjoy more options at home
Access to beer only available at breweries
More time for other activities/Don’t have to shop
Great recommendations from experts
Access to newest releases and trends
Ability to try beers from several breweries at once
Vouchers/Coupons for free tastings
Connected to all of Austin’s neighborhoods without the hassle
of driving all over town
