Return of the Tap Takeover
February 22, 2022
During the past two years of pandemic precaution, on-premise events and promotions have almost vanished from the West Virginia bar scene. Now, with pandemic fears fading, the tap takeover returns.
Last weekend’s Freefolk Brewery tap takeover at Charleston’s Axes and Ales had all the elements of the perfect tap-takeover event. Axes and Ales is always a fun place to hang out with its 15 taps of West Virginia beers, tasty sandwich menu, axe throwing courts, and game room. The Freefolk Brewery in Fayetteville is always a creative place that regularly cooks up lots of fun, new-taste beers to go along with its nicely-brewed traditional styles. Put the two together and you have a definite winner.
Tap takeovers illustrate brewery and retailer cooperation at its best. Done right, they greatly benefit both parties. The folks at Axes and Ales understand this.
“We wanted to offer their beers so people could try them,” says Axes & Ales owner Nikki Holbert. “A lot of people don’t get the opportunity to go to their brewery, and there aren’t a lot of places around town that carry a lot of their stuff.” The pandemic has been rough on downtown bars and restaurants, and she says events such as the tap takeover are designed to tell the community that Axes & Ales is getting back to business as usual.
Being located in the heart of downtown Charleston’s business district, Holbert says Axes & Ales sees a lot of business from tourists and visitors to the city who are seeking a local experience. Having lots of West Virginia-brewed beers along with food and sporting activity has been a great draw for them. Special beer events put icing on the cake.
The tap list
The Freefolk Brewery crew brought ten beers with them —both new and traditional styles—and the positive customer response was strong. Having ten beers from one popular small brewery definitely creates excitement.
The beer list included: Fayetteville Fog Hazy IPA, Bro Hugs Bourbon Barrel Aged Brown Ale, Surfing’ WV West Coast IPA, Beware of the Dog Double IPA, Rooster Tail Red IPA, Wild Sanger Green Tea Ginseng Sour, Soul Sister Raspberry Sour, Trucker Speed IPA, Me and Monkey Banana Chocolate Wheat Beer, and Berry the Hatchet Fruited Wheat Beer.
Promotions key to business growth
This tap takeover had all the key elements important to a successful event
- Lots of beer: 10 Freefolk beers were offered in pints and flights.
- Participation by the brewery: Four Freefolk people attended including the owners.
- Extra, fun activities: They held a free raffle with nice brewery swag for prizes.
- Plenty of pre-event publicity: Both the bar and the brewery promoted event on social media.
Freefolk Brewery growing
Freefolk is in “expansion mode,” Edwards says. They recently purchased some larger brewhouse equipment and more fermentation tanks and are looking for a building to house a separate production brewery so they can distribute more beer to markets in Charleston, Huntington, Morgantown and the Ohio Valley. A new production space in the Fayetteville area would be in addition to operating their current brewpub there.
“Our game plan is to stay there and grow there,” Edwards says. “We like the opportunities that the [New River Gorge] National Park is presenting because there’s a lot of new people moving to the area, which will subsequently bring new business.” Edwards also says he loves being a part of the Southern West Virginia beer scene and mentioned the importance of camaraderie with other brewers like Bridge Brew Works and Weathered Ground.
“Most of the beers we have are modern American-style ales.” Edwards said, as he talked about the barrel-aged, double-dry-hopped, and sour beers they’ve been making at Freefolk recently. The brewery also periodically holds its own events, such as mini IPA festivals, where they feature their beer along with beers from other West Virginia brewers. The brewery has also begun offering a full food menu daily.
Toss an axe and a beer at Axes & Ales
As Axes & Ales attempts to normalize business post-pandemic, you’ll find expanded operating hours this spring. Added features include house-smoked barbecued meats on weekends along with smoked mac & cheese, baked beans, and other specialties. Axe throwing courts can be reserved anytime the business is open. They have proven very popular for groups and family events. Because they are so popular, advance reservations are strongly suggested.
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