Average Breweries & Distilleries Email Benchmarks
Breweries and distilleries serve a passionate local audience that actively seeks new releases, taproom events, and limited drops. Email engagement is driven by event timing and seasonal releases. Average open rates range from 25% to 36%, with CTR between 3% and 7%. Limited release and taproom event announcements consistently outperform general brand newsletters.
Key Benchmarks
| Metric | Average | Above Average | Excellent |
|---|---|---|---|
| Open Rate | 25-36% | 36%+ | 45%+ |
| Click-Through Rate | 3-7% | 7%+ | 12%+ |
| Limited Release Lift | 2-3x normal | 3x+ | 4x+ |
| Event Registration Rate | 5-12% | 12%+ | 20%+ |
Best Practices
- Announce limited releases and seasonal brews as dedicated emails, not newsletter items
- Use high-quality product and event photography
- Send event reminders 48 and 24 hours before taproom events
- Segment by local vs. non-local audiences for relevant event targeting
- Build a loyalty club list for VIP early access to releases
Frequently Asked Questions
What is a good open rate for brewery emails? 25-36% is average, with limited release announcements reaching 36%+. The passionate local audience drives higher engagement than general hospitality.
How can breweries increase taproom event attendance through email? A multi-email sequence (announcement, 1-week reminder, 48-hour reminder, day-of) significantly improves attendance. Including event-specific beer releases or exclusive access for email subscribers adds incentive to attend.
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