The brewery social media ideas that fill a taproom are the ones only you can post: your brewer explaining a new beer, a release day with a date on it, the regulars at trivia, and where your beer actually comes from. Plan them around what is on at the taproom each month, film them on a real day, and end every post with one clear way to book or drop in.
That is how we run social for Sunday Road Brewing, an independent brewery and taproom in Kirrawee, in Sydney's Sutherland Shire. Their socials reached 785,000 organic impressions with zero paid spend, at a 9.5% average engagement rate, and taproom bookings rose 12%. Here are the ideas we lean on, and what each one looks like in practice.
1. Put the brewer on camera
Nobody can explain a beer like the person who made it. One brewer, one beer, under a minute: what is in the tank, why it tastes the way it does, and when it pours. It needs one clear point, not a script.
Film before opening, when the taproom is empty and the audio is clean. Save the crowd shots for trading hours.
2. Treat every release like an event
A new beer is the best news a brewery has, so give it a proper launch. Tell people the name, the style, three flavour notes, the ABV, the format and where to get it. Then give the beer a character: where the idea came from, what it pairs with, who it is for.
In our experience a carousel carries the detail best, such as tasting notes and awards, while a short video carries the pour. For Sunday Road we have launched releases from Peaches to a Japanese lager this way.
3. Sell the night, not just the date
Trivia, live music, food trucks and seasonal events give people a reason to come on a particular day. A poster with a date on it rarely does that alone. Show what the night feels like, using footage from the last one.
One of the strongest formats we run for Sunday Road is a staff member walking through what is on this weekend, straight to camera, cut with footage from the room. Post the month's line-up before the month starts, so people can plan, then post again in the week of each event. We shoot Oktoberfest, Kolsch night and trivia at the Sunday Road taproom, and the footage from each one sells the next.
4. Show where the beer comes from
Brew days, canning days, a delivery of malt, someone cleaning a tank. It feels ordinary to you and it is new to your followers. It shows the care in the beer without you having to claim it.
We followed Sunday Road founder Brad Walker to Bemboka to film the hop harvest. That video says more about the beer than any tasting note.
5. Make it about the people
Your bar staff, your brewer and your regulars are the reason people choose your taproom over the pub down the road. Put them in the content. The staff member who knows the room best is usually the best person to put on camera.
Invite your customers in too. Ask them to tag their photos, share a collection of your glassware, or show where they took a four-pack. Reshare the best with their permission.
6. Tie it to your area
A taproom is a local business, so post like one. Name your suburb. Tag the food trucks, bands and local businesses you work with, because they share it to their own followers. Show up at local events and bring the camera.
Milestones count too. Brad founded Sunday Road in 2016, so the brewery turns 10 this year, which gives it a founding story, old photos and a birthday worth marking.
Keep it within the alcohol marketing code
Australia's ABAC Responsible Alcohol Marketing Code covers social media, including influencer posts and user generated content. Three of its rules matter most for everyday taproom content:
- People under 25. Do not feature anyone under 25 prominently, unless the post sits in an age-restricted environment.
- Safety. Do not show anyone drinking before or while driving, boating, swimming or operating machinery.
- Effects. Do not suggest the beer makes the night a success, lifts anyone's mood or helps them relax.
How to plan a month of posts
- Start with the taproom calendar. List the releases, events and trading changes for the month.
- Give each one a post or two. A release gets a launch and a brewer video. An event gets a line-up post and a reminder in the week.
- Fill the gaps with people and process. Behind the scenes, staff and regulars keep the account alive between events.
- Shoot in batches. One shoot every week or two can cover most of a month.
- End each post with one action. Book a table, grab a four-pack, or drop in on Friday.
If you would rather hand it over, see what we make for breweries, bars and venues, or build a quote for a rough estimate in about 20 seconds.
Common questions
What should a brewery post on social media?
Post new releases, events, your brewer and staff, behind-the-scenes brewing and your regulars. Build each month around what is on at the taproom, and end every post with a way to book or visit.
How often should a brewery post?
A few good posts a week beat a daily post nobody remembers. Three a week, with at least one short video, is plenty for most taprooms if each post has a clear reason to exist.
Can a brewery show customers in its posts?
Yes, with their permission. Under the ABAC code, do not feature anyone under 25 prominently unless the post sits in an age-restricted environment, and do not show drinking before driving, swimming or operating machinery.
How do social media posts turn into taproom bookings?
Make booking easy from every post. Put a booking link in your bio, name the day and time in the caption, and make sure your website takes bookings. For Sunday Road Brewing we built a new website with an integrated booking system alongside the social content, and taproom bookings rose 12%.
Sources
- The ABAC Scheme, ABAC Responsible Alcohol Marketing Code
- Broadsheet, Sunday Road Brewing, Kirrawee
- Sunday Road Brewing figures are from our case study
Third-party pages were read on 29 September 2026 and may change over time.
