He has a degree in Agricultural Business Management at the University of Wisconsin – Madison and while in school he landed a summer intern position at Tyranena Brewing Company in Lake Mills, WI.
After finishing his degree, Tanner furthered his brewing education at the Siebel Institute in Chicago. He studied in both Chicago and in Munich, Germany.
On January 2nd, 2011, at the behest of his family, Port Huron Brewing Company began renovation in Wisconsin Dells. Beer for sale in kegs went out the door in mid-April 2012.
Marketing The Brew Case History
Port Huron’s offer:
- A beautiful handcrafted stoneware mug
- 20 oz’s of beer for the price of 16 ozs.
- 20% off of t-shirts, hats, and other branded merchandise
- $2.00 off of growler fills
- Mug Club nights to try new beers
The Port Huron Mug Club is promoted:
- By word of mouth
- On their website
- On their Facebook page
2015 = 174 mugs
2016 = 200+ mugs (as of July 4)
Port Huron’s mug supplier:
“We booked the state’s best polka band, the Jerry Schneider Band to come up and play our Octoberfest Party.”
Promoting Your Mug Club
I recently visited The Fermentorium in Cedarburg, Wisconsin and discovered they are doing some interesting things to promote their Mug Club. According to founder Kris Volkman, they recognize accumulated visits with:
25 visits = A custom Mug Club hat
50 visits = A 18-20oz glass
150 visits = The red Mug Club mug
250 visits = You get to brew a beer