"Put cans in their hands!” Simple Messages That Work in Taprooms

“Put cans in their hands!”

That’s what the Red Bull manager yelled as their team passed out drinks to a crowd of several hundred gathered to watch Brooke Johnson become the first woman to skateboard across America.

Event sponsors and local media had cameras rolling, and Red Bull wanted to make sure that those watching online felt their presence. The moment would only be short, but the content would live on.

I loved the enthusiasm and simplicity behind distributing the Red Bulls. That kind of clear, direct messaging can work in taprooms too.

One of the best ways to boost sales and guest engagement is to keep your message simple. Think about Red Bull’s message at that skateboarding event: no complicated pitch, just “Put cans in their hands!” In your taproom, that same energy can be taught to staff by focusing on short, clear calls-to-action. As a manager, your role is to train the team to deliver those messages with confidence and enthusiasm.

Here are a few easy ways to practice and reinforce the simplicity rule:

1. One-Line Challenge: I often challenge brewery owners to pitch me on their taproom in just 5 words. And have only those few words create a sense of urgency to visit. Taking this concept and applying it with Red Bull’s approach, have each team member practice describing a new beer, event, or to-go option in just one short, memorable line. Keep it under 10 words. Example: “Our new IPA is refreshing, citrusy, and the perfect follow-up.”

2. Energy in Delivery: It’s not just the words that matter, it’s how they’re delivered. A short line works best when it’s spoken with tone, confidence, and enthusiasm. For example, “You’ve got to try our new IPA. It’s crisp and refreshing!” only makes an impact if it’s said with genuine energy. Encourage your team to focus on how they deliver messages, so every guest hears excitement, not just information.

3. Use Guest Questions as Openings: I talk a ton about the value in questions, and guests often give you the perfect chance to share a simple message. When someone asks, “What’s new?” or “What do you recommend?” it’s the moment to use that short, energetic line. Encourage staff to see these questions not as small talk, but as opportunities to guide the guest’s choice and add enthusiasm to the experience.

4. Create Visible Reminders: We don’t want your team to sound like robots, but over time they’ll find which quick phrases really click with guests. Capture those winning lines and post them on a board in the back as inspiration. The goal isn’t for everyone to copy each other word-for-word, but to keep simple, effective ideas top of mind during every shift.

5. Build Consistency: This shouldn’t just be a one-time exercise. The short lines that resonate with guests should become part of daily interactions, not something staff try once and forget. Encourage your team to keep using the phrases that work, weaving them naturally into conversations. Over time, this consistency turns simple, energetic lines into habits that boost sales and guest engagement without feeling forced.

 Red Bull’s manager kept it simple. They gave their team one clear, energizing message to run with. Taprooms can do the same. Help your staff create short lines, coach them to deliver with energy, remind them to use guest questions, share inspiration, and stay consistent. When they do, they connect with guests in a stronger way. Simple messages shared with enthusiasm do more than sell beer. They create moments guests remember and reasons to return.

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