The most basic concept any brewery owner must grasp is that to be a successful company, you must stay true to the needs and wants of your customers. You’re not just a traveling salesman selling your product and moving on. Today, you must build brand loyal consumers so they will continue to buy your product. The moment you begin to start doing things just to raise profits, your consumers will notice.
Hangar 24 Craft Brewery Founder and CEO Ben Cook was an airplane pilot in Redlands, Calif., that liked to brew his own beer. His staple ingredient was the oranges that grew from the orange groves in Redlands. After a day of flying with his friends they would all go back to Ben’s hangar and taste his beer that he had been brewing.
People in the area loved the brewery because it was not only one of the first craft breweries in the area, but it had an origin that was true and genuine to the people who enjoy craft beer as a hobby. Seven years later the brewery is still growing off of those foundations, expanding into northern California, Arizona and Nevada.
AirFest
The brewery holds an annual festival each May to celebrate their anniversary, but it’s not a typical beer festival. AirFest’s primary focus is an air show with aerial acrobatics and an airplane showcase, a family-friendly kid zone, live music throughout the day, local food vendors, and of course a variety of craft beer make for a truly unique festival.
Air shows are now becoming a thing of the past, but Hangar 24 is staying true to its roots, while bringing them in line with modern trends. This will be the third year that they do AirFest and it doesn’t look like they are stopping anytime soon with over 15,000 people in attendance at their sixth anniversary.
While all businesses feel pressure to adapt to changing trends and times, it is great to see Hangar 24 not lose sight of what made them successful to begin with. Staying true to your mission and ideals is not easy, but those who can manage it are often rewarded by their commitment. For Hangar 24, sticking to our roots certainly has bared fruit.
Learn more about Hangar 24’s AirF1est.
Dylan Rout is a marketing volunteer for Hangar 24 Craft Brewery in Redlands, California.
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