Digital platforms are transforming how consumers find and choose craft beers, shifting from in-person visits to online research. Tools like Untappd have become central to this process, offering check-ins, ratings, and insights for both drinkers and breweries. This change affects breweries worldwide, including in Washington state.
Craft beer discovery has evolved significantly with the rise of digital habits. Previously, enthusiasts relied on visiting bars or recommendations from friends to find good beers. Now, tasting notes, release updates, and brewing experiments guide decisions for homebrewers and professional breweries globally.
This shift mirrors trends in other sectors, such as entertainment and leisure, where consumers form opinions online before arriving at a location. For instance, people research restaurants or venues through apps and reviews, much like they now approach craft beer taprooms.
Untappd, launched in 2010 by co-founders Tim Mather and Greg Avola, started as a social check-in tool for logging drinks. It has grown to include over 1.5 billion check-ins across more than a million bars, restaurants, and breweries worldwide. The platform now serves as a discovery infrastructure, with features like Untappd Insights providing breweries data on beer consumption, popular styles in local markets, and regional ratings. This creates a two-way interaction: consumers learn about new beers, while breweries refine recipes, plan releases, and engage with the community.
The typical discovery process involves filtering searches by proximity, rating, or style—such as a West Coast IPA or barrel-aged stout—then reviewing check-in notes, average scores, and recent activity to confirm availability. Users also examine brewery profiles for photos, hours, and events to decide on visits. This mirrors processes on platforms like Yelp or Letterboxd and positions the taproom visit as the endpoint of a digital journey, especially for Gen Z consumers.
Breweries benefit from well-maintained profiles that act as ongoing marketing tools and foster emotional connections through responsive engagement. However, neglecting digital presence—such as outdated tap lists or unaddressed reviews—can reduce visibility and foot traffic. Broader patterns include style-based over brand-based discovery, the influence of social feedback over advertising, digital planning for beer tourism, and the necessity of transparent tap lists.
For craft breweries in Washington and elsewhere, product quality remains paramount, but a strong online presence is essential to attract new customers through digital channels.