Discover How Sports Help Breweries Thrive During Slow Seasons

How Denver Breweries Utilize Sports to Thrive

In the competitive landscape of the craft beer industry, many breweries are leveraging their proximity to local sports events to enhance their visibility and boost sales. A prime example is Strange Craft Beer Company, which has recently reported a remarkable 37% increase in sales this January—a month typically marked by significant slowdowns for breweries. The key? Their location just blocks from Empower Field at Mile High, which allows them to capitalize on the excitement of Denver Broncos playoff games.

The Impact of Sports on Brewery Sales

January and February are often reported as the slowest months within the brewery industry, but for Strange Craft located near a major sports venue, these months take on a new character. Owner Tim Myers emphasizes that they’ve been able to avoid the downward spiral by drawing in crowds eager to catch games in a lively atmosphere.

“We’ve been really lucky being by Empower Field,” Myers says, highlighting how extra playoff games have allowed his brewery to ride the wave of sports enthusiasm. With sporting events creating a vibrant community space, breweries like Strange Craft can build brand loyalty and recognition through positive associations with local teams.

The Evolution of Consumer Preferences

The craft beer scene has undergone significant changes, especially in the wake of COVID-19. Myers noted a shift in consumer preferences, with younger drinkers increasingly turning to alternatives like seltzers, ready-to-drink cocktails, and non-alcoholic beverages. Navigating these changes proves challenging, yet sports provide an engaging way to attract patrons back to brewery taprooms.

The Role of Sports in Creative Brewery Marketing

Utilizing sports as a marketing strategy opens doors beyond just beer sales. Breweries are increasingly involved in community support through partnerships and sponsorships with sports teams. Recognizing the natural pairing between beer and sports, many craft breweries are engaging in calculated business moves designed to leverage the communal spirit of sports.

Establishing sponsorships not only enhances brand visibility, but it also fosters emotional connections with sports fans, positioning the brewery as part of the community fabric. These relationships yield direct access to a diverse and loyal fanbase. For instance, many stadiums now feature exclusive beers made by local breweries, allowing fans to celebrate their teams while enjoying locally brewed craft beer.

Heeding Lessons from the Industry

Not all breweries have been able to adapt successfully; the Colorado Brewers Guild reported that 40 taprooms, breweries, and pubs closed in Colorado in 2025 alone. Myers reflects on the difficulties that friends have faced in trying to keep their breweries afloat, showing a keen awareness of the challenges surrounding the craft beer industry.

Amid these adversities, Strange Craft emphasizes a unique brand identity—captured in their philosophy that “strange doesn’t have to be odd or weird, it can just be different.” By embracing their individuality and engaging burgerous efforts like watching the Super Bowl at the taproom, they have found a way to not only survive but thrive.

Future Predictions and Market Trends

Looking ahead, the partnership between breweries and sports is likely to continue growing. As digital marketing evolves, breweries will find new ways to connect with fans, creating unique experiences that intertwine the local sports culture with craft beer offerings. Considering the rise of non-alcoholic and low-alcohol alternatives, breweries are also presented with the opportunity to capture a market that increasingly values moderation.

In conclusion, the relationship between breweries and sports teams isn’t merely a backdrop for casual drinking; it represents a dynamic marketing strategy that can significantly enhance brand recognition and consumer loyalty. As more breweries explore this avenue, it's crucial for them to engage authentically with their community, ensuring that their efforts contribute to a vibrant local culture.