Thursday, May 23, 2019

Tap takeovers go next level at The 2nd Tap

Think of The 2nd Tap as a pop-up shop for your
local brewery (Photo: © Brian Brown/Beer in Big D).

A concept looking to push tap takeovers to the next level has taken root at the Dallas Farmers Market (DFM), as The 2nd Tap is now open and serving craft sodas as it awaits a permit to sell beer from the Texas Alcoholic Beverage Commission (TABC).

The brainchild of David Herrera and Charles Nelson, The 2nd Tap has slotted into the DFM booth formerly occupied by now-closed Noble Rey Brewing Co. of Dallas. And, while there will be cosmetic changes to the bar area the brewery used as a satellite taproom, its original function will remain the same - only different.

"While trying to decide what we wanted to do with the space, we thought it would be cool to continue what Noble Rey was doing," says Nelson. "We liked the idea of using the spot as a secondary taproom, but instead of having it be for just one brewery, we wanted to rotate it."

Thus, the idea of a "taproom takeover" was born. The setup: one brewery, eight taps, and a three-week residency. Then, literally, rinse and repeat.

In terms of motivation, establishing The 2nd Tap allows the partners to support the local brewing industry beyond work both are doing as part of Herrera's draft maintenance venture, Texas Draft Services (TDS).

"When cleaning lines as part of TDS we're helping breweries behind the scenes," explains Herrera. "But, we wanted to get out front and do more by showcasing breweries and helping them build their brands. Especially now with so many out there, some don't have the capital to go out and do a ton of marketing."

As for how they'll go about implementing their plan, Herrera and Nelson want to celebrate all facets of the breweries they'll feature. That goes for the beers in a company's portfolio, as well as the brand image a brewery seeks to convey.

"We want to work with the personality of a brewery," says Herrera. "We feel like we can bring attention to a brand by coming up with fun events where people are engaged and they develop an emotional tie to the beer. If that happens, it creates a following for the brewery."

Events could involve showing a scientific exhibit while a space-themed brewery is on tap, or setting up a mechanical bull while working with a brewery from Fort Worth. Anything goes, especially if it means getting away from the standard pint night. The goal is to identify what constitutes the norm in terms of industry events and to then do the opposite.

"Another big thing is how the name of the game now is what's new or what's limited with regard to beer," adds Nelson. "That sometimes makes it hard to find a brewery's core beers on tap. There's this idea that it's easier to sell new beers, so core beers don't get a lot of rotation. By tapping both core and seasonal beers, we get the added benefit of reminding customers about beers they may have forgotten."

Ultimately, though, The 2nd Tap is about putting an ounce or 16 of enjoyment back into the beer scene.

"We're just two guys trying to have a good time in this industry, like anyone else," says Herrera. "We want to make beer fun again, so you can expect silly and quirky events from us (think back-to-school parties were milk stouts are served in mini milk cartons). We'll play some good music and we'll drink some good beer, all while giving back to our local breweries."

Or taken another way, they're getting back to the whole idea of craft beer and community.

No comments:

Post a Comment