Beer flights on the go: KoP’s Workhorse Brewing Co. rolls out new canning program

A majority of consumers visit brewpubs to taste and sample a variety of things, according to a report by Nielsen, which “reinforces the point that flights and samples are vital to enhancing the experience of today’s consumers.”

But the biggest reason consumers don’t visit brewpubs because of the limited or inconsistent food offerings, according to Nielsen, giving companies opportunities to engage with drinkers in non-traditional venues.

Not only can a sample lead to future sales for Workhorse, it also eliminates potential buyer’s remorse, therefore enhancing consumers’ perception of the brand.

“To an aficionado, nothing is worse than ordering an entire 12 ounce of something and realize you don’t like it,” said Matt Simpson, the owner of craft beer consultancy firm The Beer Sommelier.

Beer flights and offering samples is “one of the most seminal, enlightened practices” an on-premise facility can do.

“To flip the script and make it accessible for all premise, to drink at home, is even better,” Simpson said of Workhorse Brewing’s Flights To Go program.

“I’ve never heard of it before,” Simpson said. “In roughly 30 years of being into craft beer, I have never seen or heard of anyone selling many flights to go. It makes me giggle and reawakens my little old beer geek self.”

Competition is stiff. There were over 7,300 breweries in operation in the United States, up 13.2 year over year, according to the Brewers Association. And the Flights To Go program can help Workhorse stand out.

“Differentiation is no longer chasing the unicorn. Differentiation is bringing your own brand and finding your own voice,” Hershberg said.

“It’s not a gimmick,” he said. “It fits a need and solves a problem [consumers] have. It’s not a new idea; we’ve had variety packs before and 8-ounce cans exist. It’s just a combination of them.”

Workhorse Brewing Co. has a two-week launch plan with nearly a dozen events at their taproom and with local partners, including an indoor skydiving and beer sampling event at iFly King of Prussia. More information on their site.