How Craft Breweries Are Reviving the Third Place: The Future of Taprooms

The Disappearing Third Place

The concept of the "third place," first articulated by sociologist Ray Oldenburg, represents the social spaces that exist outside of home (the first place) and work (the second place). These spaces—cafés, pubs, libraries, and parks—serve as neutral grounds where people gather to connect, share ideas, and foster a sense of belonging. Historically, third places have played an essential role in building community and enhancing social cohesion.

However, third places are vanishing. Urbanization, increasing reliance on digital entertainment, and changing consumer habits have all contributed to the decline of these communal hubs. Instead of conversations, laptop users dominate coffee shops, pubs are closing due to declining patronage, and libraries are underfunded. The disappearance of third places is more than an aesthetic loss—it erodes the social fabric of communities, leaving fewer spaces for organic interaction.

Craft breweries are uniquely positioned to step into this void despite these challenges. By blending the appeal of locally made products with an emphasis on community, breweries can reinvent themselves as modern third places. But success in this role requires intentionality—it’s no longer enough to make great beer. To truly thrive, breweries must serve their communities as dynamic, welcoming social spaces.

The Third Place: A Critical Role for Community and Craft Beer

Across towns and cities, craft breweries have organically taken on the role of the third place. These breweries offer more than just pints of beer—they provide spaces where friends gather, strangers meet, and celebrations occur. Unlike traditional pubs, which often cater to specific demographics, breweries are more inclusive, welcoming families, dog owners, and non-drinkers alike.

Breweries are also well-suited to serve as community anchors. From hosting trivia nights and live music to collaborating with local food vendors and nonprofits, they create opportunities for interaction and engagement. For neighbourhoods without other gathering spots, a brewery can become the central hub—a place to unwind after work, celebrate milestones, or enjoy the company of others.

Yet, the role of breweries as third places goes beyond providing a physical space. It’s about fostering a sense of community. Breweries that excel in this role intentionally design their spaces and programming to encourage connection, from communal seating to events that unite people. They also listen to their communities, tailoring their offerings to local preferences and needs.

From Beerlab! to Supply & Demand: A Case Study in Community Success

Call The Office – A Beloved Dive Bar and Third Place

Call The Office was a cultural landmark in London, Ontario, for decades. Known for its dive-bar charm and its role as a live music hub, it served as a true third place for the community. It wasn’t just a bar but a gathering spot where people connected over shared experiences, whether catching a local band, enjoying a drink with friends, or dancing the night away during its iconic retro nights.

The retro nights at Call The Office were legendary, featuring a mix of 80s and 90s hits, alternative classics, and high-energy vibes. These evenings drew a diverse crowd, offering a nostalgic escape and celebrating music that defined eras. The dance floor became a vibrant space where individuality and shared love for timeless tunes collided, cementing the venue's reputation as a cultural and social hub.

When Call The Office closed its doors during the COVID-19 pandemic lockdowns, the neighbourhood lost more than a venue—it lost a vital communal hub. As noted in the London Free Press, the closure marked the end of an era for London’s music scene, leaving a void in the city’s social fabric, particularly for those seeking spaces that celebrated individuality, music, and community (London Free Press, 2024a).

Beerlab! and the Craft Beer Enthusiast

While Call The Office embraced a diverse crowd, serving as a cultural melting pot for London’s locals, Beerlab! carved out its own identity by catering to craft beer enthusiasts. Founded by Nick Baird and Adil Ahmad, Beerlab! began as a passion project, fueled by a shared love for home brewing and a desire to create something unique. From the start, it was clear that Beerlab! wasn’t just another brewery—it was a space dedicated to craftsmanship and innovation, attracting those who valued high-quality, small-batch brews.

With a simple yet inviting design, the brewery’s minimalist taproom reflected its focus on the beer as the centrepiece. The small but dynamic space offered a glass garage door that opened to a cozy patio, creating a welcoming atmosphere for those who wanted to immerse themselves in Beerlab!’s ethos. Patrons were drawn to its ever-evolving lineup of creative and thoughtfully crafted beers, which showcased the founders’ commitment to pushing boundaries while staying rooted in quality.

As Beerlab!’s reputation grew, so did its understanding of the community’s broader needs. It became clear that while craft beer enthusiasts loved the space, there was an opportunity to create something more inclusive—a place where anyone could gather, enjoy great beer and good food, and forge connections. This realization marked a turning point, setting the stage for a vision beyond craft beer to embrace the spirit of a true third place (Ben's Beer Blog, 2019). 

Supply & Demand – A Neighborhood Hub

Recognizing the evolving needs of their community, the team behind Beerlab! has reimagined their business as Supply & Demand—a transformation representing more than just a rebrand. This reinvention is designed to serve the neighbourhood in fresh and exciting ways, creating a space that blends innovation with inclusivity.

As they prepare to launch, Supply & Demand is shaping up to be much more than a brewery. With plans to incorporate a pizza oven, a stage for live performances, and a welcoming, communal atmosphere, the team aims to create a true neighborhood destination. By expanding into the adjacent space, formerly a wine bar, they are setting the stage for a venue where locals can gather to enjoy craft beer, artisanal pizza, and live entertainment in an inviting environment.

In a nod to local history, the bathrooms are being designed to evoke the spirit of Call The Office, a cherished cultural landmark in London, Ontario. This nostalgic touch honours the venue’s legacy while inviting a new generation to connect with its storied past. As Supply & Demand prepares to open its doors, this thoughtful blend of innovation and reverence for community heritage promises to establish it as a beloved hub for connection and creativity (London Free Press, 2024b).

Why Taprooms Are More Than Just a Place to Drink

The Two Models of Craft Brewing

Distribution Breweries

Distribution breweries are the manufacturing giants of the beer industry, designed to produce large volumes of beer for wholesale accounts. Typically located in industrial or manufacturing zones, these breweries are strategically positioned to facilitate logistics and ensure efficient distribution to bars, restaurants, grocery stores, and liquor outlets. Their focus on high-volume production enables them to serve both local markets and global export demands, solidifying their role as the backbone of the beer supply chain.

With brewhouses starting at 20 barrels (bbl) or more, distribution breweries prioritize economies of scale to maintain competitive pricing while delivering consistent, high-quality products. Their facilities are equipped with advanced brewing systems, large fermentation tanks, and automated packaging lines to maximize efficiency and output. Many also invest in cutting-edge technology and quality control measures to ensure uniformity across batches, which is essential for meeting the expectations of national and international markets.

Though these breweries may not often include taprooms or direct customer-facing spaces, their impact on the industry is significant. By producing beer at scale, they make craft and mainstream beer accessible to a wide audience, driving growth in the market. Distribution breweries play a critical role in bridging the gap between production and consumer demand, ensuring that beer lovers everywhere can enjoy a steady supply of their favorite brews.

Smaller Production Breweries

Smaller production breweries are uniquely positioned to embrace the third-place philosophy, offering more intimate and community-driven experiences than their larger counterparts. These breweries typically operate with brewhouses ranging from 3 to 10 barrels (bbl), focusing on small-scale production tailored to direct-to-consumer sales. Unlike larger operations reliant on wholesale distribution, their primary revenue stream comes from taproom sales, which provide significantly higher profit margins and foster stronger connections with their local customer base.

The smaller scale of these breweries allows for unparalleled flexibility and creativity. Brewers can frequently experiment with styles, ingredients, and brewing techniques, resulting in ever-evolving tap lists that keep customers intrigued and engaged. Seasonal offerings, limited releases, and collaborations with other local businesses or brewers enhance the appeal, creating a dynamic environment that draws patrons back time and again. This adaptability also allows these breweries to stay closely aligned with the preferences of their community, offering a product mix that resonates with their audience.

Smaller production breweries naturally align with the third-place concept by fostering innovation and cultivating a welcoming, inclusive atmosphere. These spaces become more than just places to drink beer—they evolve into communal hubs where customers gather to socialize, relax, and connect. Whether through events like trivia nights, live music, or beer-pairing dinners, these breweries contribute to the cultural fabric of their neighbourhoods, strengthening their role as vital community spaces.

Innovating Taprooms to Meet Evolving Consumer Expectations

Tailored Solutions for Local Communities

Today’s consumers expect their third places to reflect the unique characteristics of their communities, and successful breweries recognize that a one-size-fits-all approach doesn’t work. A brewery in a vibrant urban neighborhood might thrive by offering lively nightlife, diverse beverage options, and collaborations with local artists, while a suburban brewery may focus on creating family-friendly environments and quieter programming. The key is understanding and responding to the nuances of the community it serves.

• Understanding the Neighborhood: Taking the time to learn about local demographics, preferences, and values is essential. Whether it’s creating a cozy space for young families, curating offerings that appeal to students and professionals, or supporting local causes, tailoring the atmosphere and offerings to the neighborhood makes the brewery feel like a natural extension of the community.

• Crafting Memorable Experiences: Events like trivia nights, live music, beer-pairing dinners, or seasonal festivals should be thoughtfully curated to align with local interests and traditions. Engaging with the community to host events like charity fundraisers, neighborhood markets, or holiday celebrations fosters deeper connections and builds a loyal customer base.

• Offering Inclusive Options: Flexibility in the menu is crucial for making all guests feel welcome. Adding non-alcoholic beverages, specialty coffee, or light snacks provides more reasons for diverse groups to visit, while remaining true to the core focus on quality beer.

Breweries that genuinely listen to and reflect the needs of their neighborhoods are not just businesses—they become authentic third places. By integrating themselves into the cultural and social fabric of the community, they establish themselves as indispensable hubs for connection, creativity, and shared experiences.

The Future of Craft Brewery Taprooms

Innovating the Third Place

For breweries to remain relevant as third places, they must evolve in ways that reflect the unique needs of their communities. This goes beyond simply offering great beer; it’s about creating spaces that foster connection, comfort, and a sense of belonging. Strategies for innovation include:

• Enhancing Accessibility: Focus on creating spaces that are easy to navigate and enjoyable for all, such as providing ample seating, family-friendly areas, and outdoor spaces. Simple improvements like clear signage, bike racks, or pet-friendly patios can make the experience more welcoming.

• Curating Experiences: Breweries can attract and retain customers by offering experiences that go beyond drinking beer. Hosting workshops, tastings, beer education events, or local markets can build a deeper connection with the community while making the space a destination for diverse activities.

• Fostering Community Connections: Instead of generic partnerships, breweries should engage directly with their neighborhoods by hosting hyper-local events like fundraisers for nearby schools, showcasing local musicians, or supporting small food vendors. These initiatives encourage a stronger emotional connection between the brewery and its patrons.

By prioritizing authentic engagement and thoughtful design, breweries can evolve into true third places that resonate deeply with their communities.

A Call to Action for Craft Breweries

As third places continue to evolve, craft breweries are uniquely positioned to step into this vital role. More than just places to enjoy a drink, they have the potential to become true social hubs—spaces where people gather, connect, and find a sense of belonging. In an increasingly fragmented world, breweries can offer much-needed respite, fostering moments of joy and community that resonate far beyond their walls.

However, this opportunity comes with great responsibility. To truly thrive as third places, breweries must intentionally design their spaces, structure their operations, and curate their offerings. Every decision—from seating arrangements to event programming—should reflect an understanding of their patrons’ needs and a commitment to their community’s values. Authenticity, inclusivity, and creativity are key to building spaces that attract visitors and inspire loyalty.

Craft breweries that rise to this challenge will do more than succeed as businesses. They will leave a lasting mark on their communities, becoming an integral part of the social fabric. By embracing this role, breweries can transform their spaces into beacons of connection and culture, proving that the third place is more than a concept—it’s a cornerstone of vibrant, thriving neighbourhoods.

References

Ben’s Beer Blog (2019) London’s Beerlab! is finally ready to open. Available at: https://bensbeerblog.com/2019/05/31/londons-beerlab-is-finally-ready-to-open/ (Accessed: 25 January 2025).

London Free Press (2024a) Documentary planned on legendary London music venue Call The Office. Available at: https://lfpress.com/entertainment/local-arts/documentary-planned-on-legendary-london-music-venue-call-the-office (Accessed: 25 January 2025).

London Free Press (2024b) Bottoms up: London craft brewery set to add eatery in business overhaul. Available at: https://lfpress.com/news/bottoms-up-london-craft-brewery-set-to-add-eatery-in-business-overhaul (Accessed: 25 January 2025).