Learn From the Craft Brewing Industry: Engagement Through Experience

Learn From the Craft Brewing Industry: Engagement Through Experience


October 2019

In response to the significant growth of e-commerce, changing consumer demographics and preferences, brick & mortar retail has shifted focus to the experience. The craft beer industry is one of the most illustrative examples of this shift. This presentation explores what corporate real estate professionals can learn from the engaging environment breweries build to attract consumers and their adaptive reuse strategies. The craft beer industry is booming. The U.S. has the most craft breweries on record ever in its history. While annual growth has slowed a bit, there are still openings across the United States. Cities like San Diego and Chicago have hundreds of breweries providing endless options for beer lovers and novices alike. This growth has translated into millions of square feet of absorption in U.S. markets, especially in fringe submarkets. When you think of a brewery, what do you think about? Imagine you walk into a brewery. What do you hear, what do you see, what do you feel, what do you smell, and obviously, what do you taste? From former light bulb and paint factories to movie studios and movie theaters, breweries reuse properties that would otherwise remain vacant. That is all part of their charm. This session uses case studies to illustrate the best examples of adaptive reuse, local economic impacts, and space design. 

Keywords: Location Strategies, OrangeCounty2019

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