BONUS POST: Why September Is the Perfect Time for Breweries to Plan Q1 2026 Events and Marketing
As summer winds down and Oktoberfest season kicks into high gear, it’s easy for breweries to stay focused on the here and now. But if you want to start 2026 strong, September is the ideal time to plan your first quarter events and marketing. Taking the time now to map out January through March gives your brewery a competitive edge during what’s often a slower season.
Here’s why—and how—you should get ahead on Q1 planning this fall.
🍻 Why Q1 Planning Starts in September
1. January Comes Fast (and Cold)
Once the holidays hit, time evaporates. By the time you wrap up your New Year’s Eve bash, you’ll already be behind if your Q1 strategy isn’t ready. And with colder months bringing slower foot traffic, having a plan to drive customers in is essential.
2. Your Customers Are Planning Ahead
Many people start thinking about their post-holiday calendars now—whether that’s Dry January, game day plans, or Valentine’s Day outings. If you don’t get your events on their radar early, you’ll miss out.
3. Collaborators Need Time Too
If you’re partnering with food trucks, artists, charities, or musicians for Q1 events, they need lead time to commit and coordinate. Starting those conversations in September ensures better outcomes for everyone.
4. Better Budgeting and Promotion
A clear Q1 roadmap allows you to budget for giveaways, advertising, and staffing in advance—reducing stress and improving marketing quality.
📆 Q1 2026 Event Ideas to Plan Now
Here are some smart event types to consider penciling in and promoting before the new year hits:
January
Dry January Alternatives: Highlight non-alcoholic options, kombucha, or host wellness nights like yoga and mocktails.
New Beer Resolutions: Launch a beer passport or flight series to encourage guests to try new styles.
Trivia Leagues or Board Game Nights: Low-effort ways to keep taprooms busy during cold weeks. For trivia, Hopped Up Trivia provides downloadable themed trivia making it super easy to host an event.
February
Valentine’s Day Pairings: Beer + chocolate, beer + cupcakes, or a “Singles Night” social.
Super Bowl Watch Party: Offer pre-order party packs or host a taproom event.
Collab Release with Local Chocolatiers or Bakeries: Build cross-promotion with local businesses.
March
St. Patrick’s Day Celebration: Release an Irish stout or green beer, and plan music or themed trivia.
March Madness Brackets & Beer: Create a bracket competition with prizes and beer specials.
Spring Beer Preview: Tease your upcoming spring releases with a mini-festival or tasting flight.
📣 Marketing Moves to Make Now
Once you’ve mapped out your Q1 events, get your marketing in motion:
Design and schedule promotional content early—especially for email and social media.
Create graphics and signage to build anticipation throughout December.
Build partnerships with local organizations who can help promote events to their networks.
Prep your staff with talking points for upcoming promos and taproom flyers.
✅ Quick Checklist for Q1 Planning in September
Review sales data from Q1 2025 to spot trends
Meet with your team to brainstorm events and promos
Confirm partnerships, bookings, or vendors
Set marketing deadlines for graphics and scheduling
Begin teasing “coming soon” events in your taproom and online
🎯 Set the Tone for 2026
The first quarter of the year can make or break momentum. Instead of waiting for things to slow down after the holidays, use September to get ahead. With clear planning, strong promotion, and thoughtful events, your brewery can keep taps flowing and guests engaged well into the new year.
