Before a brew pub ever opens their doors to the public, it is imperative that the owners understand what their potential customers want to experience during a visit. In addition, the owners must also figure out who their desired audience is and how to get them to come on a regular basis to the pub. For many brew pubs in the United States, the focus is on sporting events.

In addition to providing a higher level of beer than from other restaurants and pubs, these locations make sure that they have plenty of televisions where their customers can watch all of the games. Another angle that some brew pubs have taken is to go upscale, creating a nice restaurant combined with the beer. The demographic of customers will vary from place to place and the brew pub needs to do proper market research before committing a large amount of time and money to the project.