Data-Driven Product Offerings

Your mission as a craft-beverage establishment is to make and serve drinks that delight guests and inspire them to come back again. While craft beer remains a significant segment of the beverage industry, diversifying offerings can help you tap into new customer segments, adapt to changing market trends, and bolster your brand’s resilience.

So where do you start? With your point of sale (POS) data. This article explores how you can use POS data to expand your offerings and cater to a broader audience.

State of the Craft-Beverage Industry

In 2023, many taprooms and tasting rooms saw a decrease in visitors. Brewers Association chief economist Bart Watson dove into the aggregated Arryved POS data in the webinar “Regional Beer Data Dissected” and showed that year-over-year sales are generally down. While many are feeling this trend, it presents an opportunity for craft-beverage makers to do what they do best: think outside the box.

Contrary to the general trend, Watson noted that in New York, 54 percent of taprooms were up in sales in 2023, while 40 percent were up in California. How have those states bucked the trend?

“Those are the markets that are doing different things,” said Watson. Adapting to the needs of your diverse and dynamic consumers is key to keeping up with your taproom sales, and Watson suggests brewers should, “use the insights from your POS to think a little more critically.”

Leveraging Your POS Data

Your POS system isn’t just for ringing up sales—it’s a treasure trove of insights waiting to be unlocked. By analyzing this data, you can gain insights into what your customers want, where to expand your product offerings, and where to streamline your production schedule.

Identify Consumer Trends Through Category Sales

The first step in using POS data is to identify consumer purchasing trends. You can analyze sales data to understand which products are selling well and at what times of the year or week they are most popular. This information can highlight seasonal preferences, letting you anticipate demand for certain types of beers. Moreover, it can also reveal emerging trends in nonbeer products, such as hard seltzers, craft sodas, or even nonalcoholic offerings, which are gaining popularity among certain demographics.
Specific POS Data to Look for—Sales by Category: This report breaks down sales by item type, quantity, and size, offering a granular view of what’s selling and what’s not. For example, you might use this data to adjust production of your pilot seltzers based on the popularity of certain flavors, ensuring they always meet customer demand.

Expand Your Product Offerings with Hourly Sales

You can strategically expand product lines with insights from your POS data. For instance, if the data shows a significant interest in low-calorie options, you might consider developing a line of light beers or branching out into hard seltzers, which have gained a foothold among many consumers. Similarly, an uptick in sales of nonalcoholic beers or craft sodas around certain times of the year (e.g., Dry January) could prompt you to explore these markets more deeply, catering to customers seeking alcohol-free alternatives.
Specific POS Data to Look for—Hourly Total Sales: Understanding peak sales times can help with both staffing and production planning. This data ensures you’re well-prepared for high-traffic periods, optimizing both customer service and inventory levels.

Streamline Operations with Volume Reporting

On the operational side, POS data can help you streamline your processes and reduce waste. By understanding demand patterns, you can adjust your production schedule accordingly, ensuring you are neither overproducing nor underproducing. This not only helps in managing inventory more effectively, but it also helps in reducing costs associated with storage and potential product spoilage.
Specific POS Data to Look for—Best Sellers by Volume: Identify which beverages are most popular by volume, not just by sales numbers. This insight lets you focus on producing the items that your customers love the most, ensuring your efforts align with their preferences.

Cheers to Growth!

As the industry continues to grow and change, data-driven decision making is not just advantageous; it’s essential. POS data offers you a clear window into your customers’ preferences, enabling you to expand your offerings thoughtfully and strategically. Whether it’s by introducing new products, tailoring marketing efforts, enhancing customer experiences, or streamlining operations, the effective use of your POS data can be a game-changer in an ever-evolving market.

Partner with a POS just as data-driven as your brewery. Get a demo of craft’s most trusted POS system: Arryved!