Breweries across the nation, stretching from California to North Carolina, are leveraging game nights as a means to diversify their patronage, welcome new guests, and expand their community outreach. These game nights, featuring activities like lotería, mahjong, or bingo, are a way to extend an inclusive invitation to members of diverse ethnic communities who may not have had a reason to visit the brewery before.
One prime example is the Four Corners Brewing Company in Dallas, Texas. This brewery has actively embraced the Latinx community through its colorful branding and beer offerings. Their game nights, centered around the popular Mexican bingo game known as lotería, have become a weekly fixture in the taproom. These lotería nights provide a relaxed and fun environment, allowing attendees to connect and make new friends, fostering a sense of community and camaraderie. This initiative also helps introduce individuals from traditionally underrepresented demographics to the craft beer world, giving them a welcoming and non-patronizing space to enjoy craft beer.
Meanwhile, Joymongers Brewing Company & Barrel Hall in North Carolina has found success in hosting bingo nights, offering a simple yet enjoyable activity that draws a more diverse crowd into their taprooms. These game nights not only boost traffic but also help promote live music events. Bingo has become a means of building a more inclusive community of brewery enthusiasts and establishing a friendly and fun atmosphere.
Similarly, Vector Brewing in Dallas has found success with Mahjong Mondays, which welcomes groups of people to play the tile-based game popular in Chinese-American communities. This initiative brings people together and introduces them to the brewery, creating connections among patrons. It provides an opportunity for individuals, even those who have never played mahjong before, to unwind, socialize, and enjoy the brewery’s offerings. The popularity of Mahjong Mondays extends beyond the brewery’s immediate neighborhood, gradually drawing a more diverse crowd.
In essence, whether through lotería, mahjong, or bingo, these game nights offer underrepresented groups a low-pressure environment where they can be seen, heard, and connected, all while enjoying their favorite brews. These events are not only about playing games but also about fostering a sense of community and making breweries more inclusive and accessible to diverse patrons. One game night at a time, they are successfully building bridges and creating a welcoming space for everyone.
