How Your Brewery Can Host an Epic Christmas in July Event
The summer heat is in full swing, but who says you have to wait until December to enjoy the holiday spirit? Hosting a Christmas in July event at your brewery is a fantastic way to draw in customers, boost sales, and create a festive atmosphere during the slower summer months. Here's how to pull off a successful and memorable event.
1. Deck the Halls (and Taproom)
Transform your brewery into a winter wonderland—even in the middle of July! Use string lights, artificial snow, Christmas trees, and garlands to create a cozy, holiday vibe. Encourage your staff to wear Santa hats, elf costumes, or ugly Christmas sweaters (bonus points if they're cut into tank tops for summer).
2. Festive Beer & Cocktail Specials
Get creative with your tap list by featuring holiday-inspired brews. Consider bringing back a limited run of your winter stouts or spiced ales. If brewing a new batch isn't feasible, try fun add-ons like:
Christmas in July Beer Flights featuring fruit-infused ales, wintery stouts, or cinnamon-spiced beers.
Frozen Christmas Cocktails such as peppermint-infused frozen margaritas or cranberry spritzers.
DIY Beer Nog – a creamy, spiced holiday-inspired beer cocktail.
3. Christmas-Themed Food Pairings
If your brewery has a kitchen or partners with food trucks, offer holiday-inspired food pairings. Think roasted turkey sliders, peppermint bark, gingerbread desserts, or cinnamon sugar pretzels. A Christmas cookie and beer pairing flight could also be a unique hit.
4. Fun & Engaging Activities
Keep guests entertained with Christmas-themed games and activities:
Ugly Christmas Tank Top Contest – Since it's summer, swap the traditional ugly sweater contest for a festive tank top version!
Christmas Movie Night – Set up an outdoor screen and play classic holiday films like Home Alone or Elf.
White Elephant Beer Swap – Have guests bring a wrapped beer (from any brewery) for a fun, randomized beer exchange.
Santa’s Summer Cornhole Tournament – A holiday twist on a classic brewery game.
5. Charity & Community Engagement
Spread the holiday cheer by partnering with a local charity. Host a Christmas in July Toy Drive or donate a portion of sales to a good cause. You can also offer incentives like discounts or raffle entries for those who bring a toy or canned goods.
6. Create Limited-Edition Merchandise
People love seasonal merch! Design limited-run Christmas in July T-shirts, pint glasses, or koozies featuring a summer Santa or holiday beach theme. Offer special discounts for those who buy them during the event.
7. Spread the Word
Promote your event through social media, email newsletters, and posters in your taproom. Create a fun hashtag like #ChristmasInJulyBrewfest and encourage attendees to share their festive photos.
Wrap-Up
Hosting a Christmas in July event at your brewery is a fantastic way to bring in new and returning customers, have fun with creative beer releases, and foster a sense of community. With the right decorations, drinks, and entertainment, your brewery can make the summer holiday just as magical as the one in December—minus the snow (unless you decide to make it fake snow!).
Are you planning a Christmas in July event at your brewery? Share your ideas in the comments below!
