How to Set Up a Beer Crowler Program
A beer crowler is a 32-ounce can that can be filled with draft beer on-site and sealed for customers to take home. Unlike traditional bottles or growlers, crowlers provide a portable, single-use container that keeps beer fresh and protected from light and oxygen. Breweries, taprooms, and bars are adopting crowler programs as a way to give customers more flexibility in enjoying their favorite beers outside the taproom while still maintaining quality. With the right tap system support from GS Draft, setting up a crowler program becomes seamless and efficient.
Compared to glass growlers, crowlers offer several clear advantages. They prevent oxidation more effectively, which helps preserve flavor and carbonation. They are also lighter and more convenient for customers to transport. In addition, crowlers provide breweries and taprooms with a creative branding opportunity since each can be customized with unique labels or artwork. For both businesses and customers, crowlers represent a modern and practical solution for extending the craft beer experience beyond the taproom.
Craft Beer and the Rise of Crowlers
The craft beer movement has always centered on freshness, creativity, and variety. Enthusiasts seek out new styles, seasonal releases, and experimental batches that showcase a brewer’s skill and originality. Because many of these beers are produced in small quantities, customers often want a way to enjoy them at home without compromising quality. This demand for freshness and take-home options has driven breweries and taprooms to adopt packaging solutions. GS Draft helps breweries set up crowler programs that protect quality and deliver the same fresh experience customers expect inside the taproom.
Crowlers fit seamlessly into this environment because they are designed to preserve the integrity of beer from the tap. Unlike bottles or growlers, which can allow air or light to affect the flavor, crowlers provide a sealed, single-use container that locks in freshness. They are also convenient for customers who want to sample a variety of beers, since smaller batch releases can be packaged quickly and safely in crowlers.
In addition, crowlers expand access to limited or specialty brews that might not be available in traditional packaging. Breweries can offer small runs or experimental beers without committing to the costs of bottling or larger-scale distribution. For customers, this means a chance to bring home rare or one-off selections that capture the spirit of craft beer exploration. Some of the key benefits crowlers bring to the craft beer world include:
- Preserving the freshness and carbonation of taproom pours.
- Allowing customers to take home seasonal, specialty, or experimental brews.
- Offering breweries a cost-effective way to package small batches.
- Providing a canvas for creative branding that highlights a brewery’s identity.
By bridging the gap between in-house experiences and at-home enjoyment, crowlers, supported by GS Draft’s tap system expertise, have become a natural extension of the craft beer movement.
Only a Handful: Choosing the Right Beers for Crowlers
When setting up a crowler program, it is important to recognize that not every beer on tap should automatically be offered in crowler form. While crowlers are excellent for preserving freshness, some styles are more suitable than others for packaging and take-home consumption. By being selective, breweries and taprooms can ensure customers have a positive experience while avoiding unnecessary waste or quality issues.
Several key factors should guide the decision-making process when determining which beers are crowler-ready:
- Shelf stability and freshness lifespan– Certain beers, such as hop-forward IPAs, should be consumed quickly to retain their intended flavors, while others, like stouts or malt-heavy styles, may remain stable for longer.
- Carbonation levels– Highly carbonated beers, such as some Belgian styles, may not hold up as well in crowlers compared to those with moderate carbonation.
- Popularity and demand– It makes sense to prioritize beers that customers frequently request to take home, as this ensures steady turnover and reduces the risk of unsold stock.
Limiting selections to just a handful of the most crowler-appropriate beers can also help maintain consistency and protect the reputation of the program. A smaller, curated crowler menu allows staff to focus on quality control while ensuring customers get the best possible experience. This approach minimizes waste, reduces complexity in operations, and keeps the spotlight on the beers most likely to shine in a crowler format.
Setting Up Crowler Stations
Creating an efficient crowler station is essential to the success of a take-home beer program. A well-organized setup ensures that crowlers are filled quickly, sealed properly, and delivered to customers while maintaining beer quality. The right equipment and layout are key factors in achieving a smooth operation.
The essential equipment for a crowler station includes:
Crowler seamer machine – This machine seals the cans tightly to preserve freshness.
Cans and lids – Standard 32-ounce aluminum cans designed for single-use crowlers.
Labels – Custom or pre-printed labels for branding and product information.
CO₂ purge system – Helps remove excess oxygen from the can before sealing, which protects flavor and carbonation.
Placement of the crowler station should be strategic. Ideally, it is located near the main bar or taproom service area to streamline workflow while minimizing congestion. A clearly defined station helps staff move efficiently from filling to sealing to serving customers.
Proper staff training is crucial for maintaining quality and consistency. Employees should learn how to fill cans to the correct level, use the seamer correctly, and handle crowlers safely. In addition, training should cover customer interaction, such as explaining storage guidelines and answering questions about the beers available in crowlers.
Health and safety compliance is also a priority. The station should be kept clean, with sanitation protocols in place for all equipment and surfaces. Following local regulations ensures the program operates safely and protects both staff and customers while delivering the best possible beer experience.
Branding and Customer Experience
A successful crowler program is not just about packaging beer; it is also an opportunity to enhance your brand and create a memorable customer experience. Custom crowler labels and artwork allow breweries and taprooms to showcase their identity while providing important information about the beer inside. Eye-catching designs help crowlers stand out on social media and encourage repeat purchases.
Educating customers is another key element of a positive experience. Staff can provide guidance on proper storage, ideal consumption timelines, and responsible recycling of cans. Clear communication ensures that customers enjoy their beer at its best and understand the sustainability benefits of aluminum packaging.
Promotions and special features can further engage customers and drive sales. Some breweries create a “Crowler of the Week” program to highlight seasonal releases, experimental brews, or fan favorites. Other ideas include bundle deals, loyalty rewards, or limited-edition crowler runs. Key strategies for enhancing branding and customer experience include:
Designing visually appealing labels that reflect the brewery’s identity.
Providing clear instructions on storage, consumption, and recycling.
Highlighting special releases or promotions to encourage repeat visits.
Using social media and in-store displays to showcase featured crowlers.
By combining creative branding with helpful customer guidance and engaging promotions, a crowler program can strengthen loyalty, increase sales, and create a lasting impression of the brewery or taproom.
Operational Tips for Success
Running a successful crowler program requires careful attention to operations and strategy. One of the first considerations is pricing. Crowlers must be priced to cover the cost of cans, lids, labor, and any additional equipment while still providing a fair value to customers. Striking the right balance ensures profitability without discouraging take-home purchases.
Effective inventory management is also essential. Maintaining a steady supply of cans, lids, and labels helps avoid delays and ensures popular beers are always available. Tracking inventory closely can prevent waste and allow for timely reordering of supplies, keeping the program running smoothly.
Marketing plays a key role in promoting crowlers and attracting customers. Breweries and taprooms can leverage events, social media, and seasonal specials to generate excitement. Some strategies include:
- Highlighting limited or seasonal releases to create urgency.
- Showcasing crowler designs and featured beers on social media platforms.
- Offering promotions or discounts during special events or holidays.
- Engaging customers with loyalty programs or repeat purchase incentives.
By carefully managing pricing, inventory, and marketing, a crowler program can become a profitable and well-loved feature of a brewery or taproom, enhancing both customer experience and overall business success.
A well-run crowler program can boost sales, strengthen branding, and meet customer demand by offering a convenient take-home option for fresh craft beer. Starting with a small selection of beers allows breweries and taprooms to refine operations, gather feedback, and ensure quality before expanding. With the guidance and tap system expertise of GS Draft, businesses can create a sustainable program that enhances the customer experience while supporting long-term growth.
Set Up Your Crowler Program with GS Draft
At GS Draft System Solutions, we know that launching a successful beer crowler program takes more than just cans and labels; it requires the right draft system support. That’s why we specialize in designing, installing, and maintaining beer tap systems that ensure consistent fills, minimize waste, and keep customers coming back. With our expertise, your crowler program can become a profitable extension of your business.
From setup to ongoing support, GS Draft provides customized beer tap solutions that make your crowler program efficient, profitable, and easy to manage.
Contact GS Draft today at (949) 421-3882 or email sales@gsdraft.com