# Interactive Brewery Tours Pabst Blue Ribbon is Opening a Microbrewery and Tasting Room By Katherine Pendrill | Published 2015-08-14 | Updated 2015-08-17 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/microbrewery-and-tasting-room References: [ibtimes](http://www.ibtimes.com/why-pabst-brewing-company-returning-its-milwaukee-home-setting-beer-garden-2012661) & [jsonline](http://www.jsonline.com/business/pabst-will-brew-beer-again-in-milwaukee-at-site-of-historic-brewery-b99537547z1-315341321.html) [Pabst](https://www.trendhunter.com/trends/campbells-chunky-x-pabst-blue-ribbon) Blue Ribbon recently announced plans to open a new microbrewery and tasting room in downtown Milwaukee. With the growing popularity of craft beer, many large brewers have recognized the need to directly engage younger consumers in order to draw them in. Interactive events such as taverns and brewery tours are just some of the ways that Pabst hopes to engage Millennial consumers. The new microbrewery and tasting room will be housed inside a former church in the city where the iconic brand began brewing 171 years ago. Beyond the interactive brewery tours, Pabst also plans to open a tavern and tasting room where guests can sample some of the brand's different beer varieties. The idea is to offer consumers experimental interactions that will appeal to beer enthusiasts. The interactive brewery demonstrates a growing shift among larger beer brands to establish venues that sell beer directly to consumers. ## Trend Insights (Trend Hunter) - Score: 3.0/10 - Popularity: 44% | Activity: 39% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Craft Beer Tourism:** Interactive brewery tours and tasting rooms are becoming more popular as beer brands seek to directly engage younger consumers. - **Experimental Interactions:** Beer brands are offering interactive experiences such as brewery tours to appeal to beer enthusiasts who seek unique and innovative experiences. - **Direct-to-consumer Sales:** Larger beer brands are establishing venues like microbreweries and tasting rooms to sell their beer directly to consumers. ### Sectors Adopting This - **Craft Beer:** Craft breweries are incorporating interactive tours and tasting rooms to enhance the beer-drinking experience and attract new customers. - **Hospitality:** Hospitality industry businesses such as bars, taverns, and breweries are embracing interactive experiences like brewery tours to attract customers and increase engagement. - **Food and Beverage:** The food and beverage industry is seeing an increase in the establishment of microbreweries and tasting rooms as beer brands aim to sell their products directly to consumers. ## Related on Trend Hunter - [Extra-Large Bulk-Size Beers](https://www.trendhunter.com/trends/pabst-blue-ribbon-1.md) - [Bold Beer-Flavored Cheeses](https://www.trendhunter.com/trends/beer-flavored-cheese.md) - [Self-Service Beer Taprooms](https://www.trendhunter.com/trends/beer-taproom.md) - [Easter Kegg Hunts](https://www.trendhunter.com/trends/easter-kegg-hunt.md) - [Upscale Taproom Experiences](https://www.trendhunter.com/trends/upscale-taproom-experience.md) - [Next-Gen Light Lagers](https://www.trendhunter.com/trends/pabst-light.md) - [Beer-Branded Work Boots](https://www.trendhunter.com/trends/pabst-blue-ribbon-and-timberland-pro.md) - [Curated Craft Beer Stores](https://www.trendhunter.com/trends/craft-beer-stores.md) - [Beer Relaunches](https://www.trendhunter.com/trends/real-american-beer-unveils.md)