Beertown Public House and Bellwoods Brewery collaborated on what its they’re calling a record-setting craft beer event, with the pub hosting a restaurant-wide Tap Takeover by the Toronto craft brewery. Last week, 154 rotational taps across all 12 of Beertown’s southern Ontario locations (plus Sociable Kitchen + Tavern, making it 13) were dedicated entirely to Bellwoods beers, coming within reach of the world record for a single-brewery Tap Takeover (177 taps at Raleigh Beer Garden in 2019).

Cindy Perri, marketing director for Charcoal Group of Restaurants, which owns Beertown, tells strategy the main goal was to extend the restaurant’s market reach.

“(The Tap Takeover) showcases the scale of the event that not many restaurants and breweries can pull off and attracts attention beyond our usual guest base,” she says. “By partnering with a brewery like Bellwoods, that has a devoted following, we can tap into their audience and expand our reach to potential new guests. This is one way to break through the noise in a crowded digital space and industry, where our guest’s attention is limited.”

Another key goal was brand innovation, Perri adds. “Maintaining innovative collaborations while aligning with our brand identity but more importantly, our values, with our supplier partners can be complex but it is key to our strategy,” she says. “This is why fostering the relationships with our suppliers is so important. This type of innovation signals to loyal and potential guests that our brand is dynamic and continually evolving.”

The event included the release of “Beer-Belly,” Beertown and Bellwood’s collaboration brew, and a limited edition collab T-shirt. “Beer-Belly” is a part of Beertown’s Collaboration Nation Series, which features beers created by the restaurant and other craft brewers. The limited-release exclusives were featured at Beertown Public House and Sociable.

“The Bellwoods team has gone above and beyond to make this Tap Takeover extraordinary – from delivering 238 kegs and 69 cases of beer to ensuring every brew on tap is fresh and perfectly crafted,” Beertown beer czar Jennifer Tamse said, adding that over five days, Bellwoods also delivered 93 cases of glassware and 14,000 coasters.

Perri says solidifying relationships with its suppliers is a part of a larger strategy that allows Beertown to offer exclusive events like the Tap Takeover. “This event puts us on the map for craft beer enthusiasts, combining an inclusive experience that appeals to diverse audiences with innovative partnerships and groundbreaking logistics,” she says. “It not only supports our marketing goals but also strengthens our long-term reputation as a leader and innovator in the craft beer dining space.”