![]() Oxton said the company will serve beer from a fully-refrigerated, 24-tap beer trailer. ![]() Night Shift plans to open the first location, dubbed “The Owl’s Nest,” on Boston’s Esplanade in early August. However, Oxton said both sides have interest in continuing the partnership, if it’s successful. “For us, we’re trying to look at this as a long-term partnership,” he said, noting that the partnership isn’t currently slated to extend beyond this year’s run of early August through October. Oxton said the company had been scouting locations for potential beer gardens for about a year but hadn’t found the “right fit” before the DCR and Esplanade Association announced a request-for-proposal process for the two sites about a month ago. “It brings people to two totally different settings,” he said.Īs part of the Night Shift deal, the company will partner with the Massachusetts Department of Conservation & Recreation (DCR) and the Esplanade Association and give a portion of proceeds from beer and wine sales to both organizations. In fact, 23 percent of millennials surveyed said they bought craft beer in third spaces while 17 percent of all legal-drinking age consumers made their purchases in third spaces.Īccording to Oxton, the pop-up taprooms create another place for craft beer drinkers to interact with their favorite brands. “Pop-ups can be a part of that, but they certainly aren’t the only way or a universal solution.”Īdditionally, Nielsen CGA’s Beverage Alcohol Generations Study found that millennials are making more craft beer purchases in third spaces. “As the general ‘third-space’ trend shows, brand building is moving in an increasingly interactive and experiential direction,” Watson wrote in an email to Brewbound.
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