WATCH: Taproom Strategies to Connect with Gen Z

Gen Z shows up, spends, and chooses where to hang out differently than any generation before them. Sometimes it feels unpredictable, but it isn’t. Their decisions around experience, connection, convenience, and values can be understood and applied in your taproom in real, practical ways.

Secret Hopper data shows that Gen Z guests spend consistently per person, tip generously, and are more likely than any other generation to be visiting a brewery for the first time. While they tend to arrive in smaller, more intentional groups today, their openness to new experiences and strong response to genuine engagement make them a critical audience for long term taproom growth.

In this session, we’ll break down what matters most to Gen Z when deciding where to go and how small adjustments in your service approach, marketing, and taproom experience can make a meaningful difference. We’ll be joined by two breweries already doing a strong job connecting with Gen Z guests, along with an expert who focuses on Gen Z marketing and behavior in taprooms.

It’s never been more important to reach and connect with new audiences. Join us for insights, proven strategies, and inspiration to better connect with Gen Z in your taproom.

We are excited to be joined by: