In recent years, the craft beer industry in the United States has faced numerous challenges as it moves away from the rapid growth and market expansion of the past. Simply producing a high-quality product and packaging it in attractive bottles or cans is no longer sufficient. Breweries now need to navigate a complex landscape to ensure that their beers reach consumers. This shift has been underscored by headlines in prominent publications such as Forbes, which have highlighted the industry’s transition to negative growth. According to the Brewers Association, the craft beer sector experienced a 1.0% decline in 2023, leading to a record 409 closures of brewpubs, taprooms, microbreweries, and larger regional craft breweries.
Despite the industry’s challenges, some breweries have managed to thrive by implementing effective strategies. One such success story is TailGate Brewery, which was established in 2014 in Nashville, Tennessee. Over the past two years, the brewery has expanded its presence by opening six taprooms and pizza parlors across the state. The latest location in Murfreesboro maintains the brewery’s winning formula: thirty TailGate brews on tap, delicious pizzas, and a dedicated and welcoming staff. According to the brewery’s founder, Wesley Keegan, the key to TailGate Brewery’s success lies in its team. Keegan emphasizes the importance of hiring and retaining the best employees by offering competitive benefits such as healthcare coverage, industry-leading wages, and a 401K match. This approach has enabled TailGate Brewery to build a committed team that aligns with the company’s mission and contributes to its sales growth.
As the sole owner of TailGate Brewery without external investors, Keegan has been able to drive his vision forward by fostering a culture of continuous evolution within the company. He believes in the mantra of „evolve or die,“ which has guided his decision-making process. From the brewery’s inception inside an old Moose Lodge to its current expansion, Keegan has made unconventional choices that have set TailGate Brewery apart in the craft beer industry. For instance, he opted to keep the taproom open seven days a week, welcome children, and feature communal tables. The brewery’s in-house kitchen, full-time artist, and diversified product line that includes cider, seltzers, and non-alcoholic beverages have further distinguished TailGate Brewery as a trailblazer in the industry.
Keegan’s focus on internal growth and profitability has allowed TailGate Brewery to thrive without venturing beyond Tennessee. Unlike other brewers tempted by outward expansion, Keegan believes in fostering natural organic growth within The Volunteer State. By partnering with Lipman Brothers, a leading distributor in Tennessee, the brewery has secured a strong market presence for its core package lineup and seasonal offerings. TailGate Brewery’s commitment to reinvesting profits back into the company has fueled its expansion and ensured sustained success. Keegan’s philosophy of diversification and self-sufficiency has enabled the brewery to remain innovative and adaptable in a competitive market landscape.
TailGate Brewery serves as a shining example of success in the craft beer industry, demonstrating that strategic decision-making, a dedicated team, and a commitment to innovation can lead to sustainable growth and profitability. As the craft beer sector continues to evolve, breweries can look to TailGate Brewery as a model for navigating challenges and achieving long-term success.
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