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Say what is reopening and when in the opening shot or first sentence. Then show the people and place behind the news, give only confirmed visitor information, and point viewers to a current page for updates. A clear reopening video is both an announcement and a practical guide—not a promise of services or conditions the brewery has not verified.
What to include in a brewery reopening announcement video
Lead with the reopening and date
Be precise about what is returning: the taproom, outdoor seating, tours, events, or another part of the business. If only the taproom is reopening, say that rather than implying the brewery or every facility is open. Put the date near the start so viewers do not have to wait through background before learning the news. General announcement-video guidance likewise recommends stating the change in the first sentence (Biteable, September 11, 2026).
Show what makes this brewery distinct
Use the actual space, brewing work, staff, founder, regulars, suppliers, or community partners where appropriate. Drinks Ireland’s #TogetherAgain campaign included the Franciscan Well founder, team, suppliers, and a regular sharing what reopening meant to them (Drinks Ireland / Ibec). Theakston’s reopening campaign emphasized community, craftsmanship, and heritage (Aberfield case study). These are examples, not proof that one creative approach will outperform another.
Give useful, current visit details
Include the address or a direct link to it, confirmed opening hours, booking instructions if applicable, and any current access or service details a visitor needs. Confirm each item with the responsible brewery staff immediately before filming and again before publishing. If anything changes, update the video caption and the destination page viewers are sent to.
#1 Best Overall
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Close with a simple invitation
Invite people to visit if the brewery is ready to welcome them, and direct them to the brewery’s current website or social profile for updates. Avoid guarantees about a particular experience, service, or availability unless the brewery can deliver it.
Choose a format that fits the announcement
| Format | Useful when | What it can include |
|---|---|---|
| Brief brand-led spot | The main need is to announce the reopening clearly and warmly. | The reopening date, a concise invitation, and recognizable brewery imagery. Anheuser-Busch used a 60-second hospitality-themed digital spot with the tagline, “We can’t wait to see our buds. But when we do, let’s do it safely.” That tagline was campaign language, not a regulatory statement (Anheuser-Busch newsroom). |
| Walk-through or behind-the-scenes interviews | Viewers need a sense of the place and the people returning to work. | A founder or staff member showing relevant spaces and explaining what is reopening. Drinks Ireland’s Franciscan Well example featured perspectives from the founder, team, suppliers, and a regular (Drinks Ireland / Ibec). |
| Community-focused story | The brewery’s local identity and relationships are central to the message. | Real people, local history, craft, or community connections. Theakston’s case study describes those themes in its reopening campaign (Aberfield case study). |
Choose according to whether viewers mainly need logistics or a fuller story about the brewery. The examples above do not establish that any format produces better attendance or engagement.
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Write and film a clear announcement
- Confirm the scope and date. Decide exactly which part of the business is reopening and the date it will be available to visitors.
- Verify practical details. Confirm hours, reservations, address, service format, access details, and any limits with the brewery’s responsible staff. Leave out anything that is not settled.
- Draft the opening first. In the first sentence or shot, name what is reopening and when. For example: “Our taproom reopens on [confirmed date].” Use the actual confirmed details, not the bracketed placeholder.
- Capture the place and people. Film the relevant taproom or other reopening space and, if they wish to take part, a founder, staff member, regular, or community partner. Keep the story grounded in specific details viewers can recognize.
- Explain what visitors can expect. Describe only confirmed services and spaces. Do not imply that a patio, kitchen, event area, tours, or production facility is open unless that has been verified.
- End with the next step. Invite viewers and direct them to a current website, booking page, or social profile for details and updates.
- Review before posting. Check the date, hours, booking information, and every operational claim against the latest information. If a detail changes later, update the caption and linked destination page.
Check operations and safety claims before publication
A reopening announcement should not double as an unsupported assurance that operations are safe or that specific rules apply. The Brewers Association Safety Subcommittee’s February 1, 2026 resource says, “When reopening brewery operations after extended or varied periods of shutdown, safety should be a top priority when restarting production.” It describes production restart, equipment and facility inspections, and safeguards as part of operational preparation (Brewers Association, “Safely Reopening Brewing Operations”). Treat that as industry context, not a replacement for the brewery’s procedures or applicable local requirements.
Do not lift requirements from old reopening guidance and present them as current. The California Craft Brewers Association FAQ was last updated June 11, 2020, addressed California pandemic-era conditions, and noted that state and local rules could vary (California Craft Brewers Association). Verify present requirements with relevant authorities and the brewery’s responsible staff before stating them in a video.
Rank #3
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Publish the video with a current update path
Plan the post and its destination together: use a caption that repeats the confirmed reopening date, link to current hours or booking details, and make it easy to find later on the brewery’s social profile or website. Drinks Ireland invited participating venues to share videos and social assets; Theakston’s case study describes a social launch in the week before pubs reopened, alongside wider media and influencer activity (Drinks Ireland / Ibec; Aberfield case study). These examples do not establish a universally best platform, posting schedule, or performance result. Choose channels the brewery’s audience already uses, and keep the linked information accurate if plans change.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Or let it run in the cloud
If the brewery wants to keep an uploaded announcement or other pre-recorded video live on YouTube around the clock, StreamNeo is a separate option from making and posting a reopening announcement. Upload a recording or build a playlist, add the YouTube stream key once, and go live; StreamNeo loops the uploaded video from the cloud.
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