How a Brewery Can Create a Thriving Book Club: A Step-by-Step Guide

Our series about how breweries can thrive during a climate of reduces beer drinking, here is a new idea to consider.

As breweries continue to grow in popularity as social hubs, many are looking for ways to attract new customers and foster a sense of community. One innovative idea is to create a brewery book club. By combining the joy of reading with the relaxed atmosphere of a brewery, this could be the perfect way to engage patrons and encourage more foot traffic. Here's how a brewery can successfully create and run a book club that attracts readers, beer lovers, and community members alike.

1. Identify Your Audience

Before launching a book club, it’s important to think about your target audience. Are your customers predominantly craft beer enthusiasts? Are they also avid readers? Understanding your patrons will help determine the kinds of books that will resonate with them. You could start with a focus on a niche genre like historical fiction, mysteries, or books related to beer brewing or craft culture. That being said, it’s important to keep the club open to a variety of genres to cater to different interests.

2. Choose the Right Format

There are a few different ways to structure a brewery book club, depending on your preferences and the space available. You could host weekly or monthly meetings where people can gather, discuss the book, and enjoy a drink. Alternatively, you could opt for a hybrid model, with online discussions for those who can't attend in person and in-person events for those who prefer face-to-face interaction.

Here are some ideas for formats:

• Monthly Book Club: Pick a new book each month, and schedule a meeting at the brewery for patrons to discuss it.

• Themed Events: Consider hosting themed book nights, where you pair a specific beer with a related book. For example, a dark stout could be paired with a Gothic novel.

• Guest Authors or Speakers: Occasionally invite authors to discuss their books or invite local writers to give talks on their writing process. This can add excitement to your book club.

3. Create a Welcoming Atmosphere

Breweries are known for their relaxed, casual vibe. When creating a book club, maintain that atmosphere. Set up cozy reading nooks, comfy seating, and maybe even offer quiet corners for people who want to dive into their books on their own before the group discussion. The ambiance should promote conversation and comfort while still highlighting your brewery’s unique offerings.

4. Promote and Build Buzz

Get the word out about your new book club! Promote it through your brewery’s website, social media, and even in-house posters. You can also collaborate with local bookstores or libraries for additional visibility. Consider hosting a launch event where you discuss the first book in your series, offer discounts on drinks, and create special events around it.

Social media can play a huge role in book clubs. Create a Facebook group or Instagram hashtag to help members stay connected and share their thoughts. This online engagement can complement in-person meetings and allow members to participate in discussions outside of the physical space.

5. Offer Special Discounts and Deals

To encourage participation, offer special promotions and discounts for book club members. This could include discounted drinks on meeting nights or exclusive beer tasting events that tie into the books being discussed. Offering special deals for book club members will encourage attendance and make the experience feel more rewarding.

6. Select the Right Books

The book selection is key to a successful club. Choose books that are accessible and engaging for a broad audience but still offer plenty to discuss. Involve your patrons in the process by asking for recommendations or holding a poll on social media to choose the next book. This creates a sense of ownership and community, as members will feel like they are part of the decision-making process.

Books related to brewing or beer culture could be a great theme to kick things off. Consider classics like "The Brewmaster’s Table" by Garrett Oliver or "Tasting Beer" by Randy Mosher. You can also branch out into fiction and nonfiction books with beer-related themes.

7. Foster Community Engagement

A successful book club isn’t just about reading; it’s about creating a sense of belonging. Make your meetings interactive by encouraging members to share their thoughts, engage in open conversations, and connect with one another. Create a friendly and inclusive environment where everyone feels comfortable sharing their opinions.

Hosting “book swap” nights where members can bring books they’ve already read and exchange them with others is another great way to encourage engagement and build community.

8. Make It Fun

Remember that the primary goal is for members to enjoy themselves. While book discussions are important, make sure your events are fun and lighthearted. Consider adding trivia nights or “beer and book” pairing events where books are paired with beers. You could even host themed parties around books like "Harry Potter Night" or "Murder Mystery Book Night" where everyone dresses up and participates in themed activities.

9. Create Long-Term Relationships with Local Businesses

Collaborate with local bookstores, libraries, and even other breweries to create cross-promotions or book-themed events. You could work with a local bookstore to host an author signing or a library to host a discussion event. These partnerships can bring more attention to your brewery and help foster a stronger sense of community.

10. Keep the Conversation Going

A great book club is more than just a one-time event; it’s an ongoing community. Encourage members to stay connected online, share reviews, and keep discussions going outside of the meeting times. Also, regularly ask for feedback to improve the experience and cater to your patrons’ needs.

Final Thoughts

Creating a brewery book club is a wonderful way to bring people together, foster a sense of community, and offer a unique experience that combines the love of reading with the enjoyment of craft beer. With the right planning and promotion, your brewery can host a successful and engaging book club that keeps patrons coming back for more. So, gather your books, pour your favorite pint, and get ready to create an experience that readers and beer lovers will cherish. Cheers to the perfect pairing!