The New & Unlikely Trend to Hit Breweries

October 6, 2016 Andrea Victory

A beer with a person practicing yoga on top of it.


Is your brewery seeking opportunities to reach new customers, have fun, and sell more beer? This new trend is a great way to do just that!


What in the world is Beer Yoga?

It’s exactly what it sounds like: Beer plus yoga. If you’re picturing a room full of potential lifetime customers bending and stretching, you’ve got it. You provide the space, charge a competitive price, and encourage participants to get to know each other post-practice while enjoying pints of your delicious beer.


Who’s doing this?

These breweries make the most of their space and hold monthly or bimonthly yoga classes for an enlightened and heightened meet up:


Beer and Bend: Gunhill Brewery in the Bronx runs a weekly Saturday morning practice inviting all levels to join.


Brewga: Big Rock Brewery has locations in Calgary and Vancouver and invites participants to “...change some preconceptions about yoga...with beer!”


Yoga on Tap: Sip and Shavasana at Claremont Craft Ales in Claremont, California with a bi-monthly Sunday yoga gathering.


But is it really a good idea?

Of course! And for reasons that go beyond the benefits of marketing. One Yoga Journal article quotes research from the Journal of Cereal Science which found, “A Finnish research team analyzed barley grains (a common brewing starch) and beer samples, and discovered ample hordatines, phenolic compounds that may possess big-time antioxidant power. Plus, hordatines have been found to help keep digestion humming (a nice complement to twisting asanas) by triggering smooth-muscle contractions.” Antioxidants and good digestion? Say no more.


How do I get started?

As far as event planning goes, it’s easy: partner with a local yoga studio or freelance yoga teacher, and work together to cross promote the event. Reach out to local bloggers and media to get the word out. Put your promotional focus on the benefits of yoga, the excitement of trying new beers, and the importance of community. Remember to create a hashtag (check out our Quick Tips for Using Hashtags) so that limber sippers can share their experience on social media. Lastly, be sure to get your costs right: charge a fair price to cover the teacher’s time, and include the cost of the beer and markup.


By joining this new trend of fitness, wellness, and community, your brewery can reach a new audience and become one with them.


About the Author

Andrea Victory

Andrea is a Content Marketing Specialist and Editor at TouchBistro where she writes about restaurant and dining trends, restaurant management, and food culture. A self-affirmed food geek, Andrea devours cookbooks and food blogs. She also knows how to make a killer kale salad.

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