Tap Handles 101: Reclaiming Your Tap Handles

After reading the other posts in our “Tap Handles 101” Series, you’ve learned how to properly forecast, order and inventory tap handles, how to correctly attach them to the draft tower, as well as how to clean and maintain your handles. Now let’s fast forward a bit. You've invested time, energy, and money into crafting a great beer and getting it into local accounts. Your tap handles—beautiful extensions of your brand—are one of your most valuable assets in the marketplace. But what happens when your tap handle isn't being used? Maybe your beer’s keg is empty, and your competitor's beer is taking over the draft line. It's frustrating, but don’t panic! This is the perfect opportunity to reclaim your tap handle, protect your investment, and keep your brand looking fresh. Here's how to navigate the process with confidence.

Image source: https://www.pinterest.com/pin/308567011946181951/

Why Reclaim Your Tap Handle?

Your tap handle represents more than just a piece of branding; it's a direct path to visibility and sales. When an account isn't actively featuring your beer, your tap handle is a missed opportunity to engage customers and drive revenue. Reclaiming those unused handles can help you place them where they’ll generate more attention, and more sales, while also ensuring your investment stays in top condition:

1. Know Your Account Type Before You Act. Before you rush to reclaim your tap handle, consider the type of account you’re dealing with. Understanding their draft strategy can guide your next steps:

• Rotator Accounts: If your account is constantly rotating beers, it might be worth leaving the tap handle in place for the next round of placements. In this case, reclaiming it might not be necessary—at least not yet.

• Fixed Draft Lists: If the account has a set schedule for their draft list (e.g., monthly or quarterly changes), reclaiming your tap handle when it’s not in use can give you an opportunity to clean and maintain it before it returns for the next rotation.

Knowing this will help you decide whether it's worth waiting or if it's better to reclaim the handle and move it elsewhere.

2. Assess How the Account Handles Stores Handles When Not In Use. How does the account treat tap handles when they’re not on the draft line? Are they stored carefully, or are they tossed in a bucket, collecting dust? If you suspect the latter, it’s a good idea to reclaim the handle for proper cleaning and maintenance.

3. How to ask for your handle back. Approaching the account for your tap handle doesn’t have to be awkward. You want to keep the relationship positive while ensuring your brand is represented properly. A simple, respectful request can go a long way. Here’s an example:

"Hi [Account Name], would you mind if I grab our tap handle that isn’t being used right now? We want to take it back to the brewery for cleaning and maintenance, so it’s always looking fresh and representing your business well. We’ll make sure to bring a new handle for your next order."

This shows the account that you're invested in maintaining a strong, ongoing partnership while also protecting the quality of your brand's presence.

4. Get the Handle Back to HQ for Cleaning and Inventory. Once you’ve reclaimed the tap handle, don’t just toss it in the back of your car. It’s important to get it back to your brewery for proper cleaning and inventory management. While it may be tempting for your sales team to "just grab it next time," a handle that's neglected in the field or rolling around in their car’s trunk can quickly fall into disrepair.

By returning the handle to your brewery, you can:

• Clean and maintain it to keep it looking fresh.

• Track it in your inventory system to better understand your ROI and residency time of tap handles at draft accounts.

• Ensure you always have a supply of well-maintained handles ready to go out to new accounts or to return to existing ones.

Having a system in place to track and manage your tap handles will help your team stay organized and ensure you don’t lose valuable assets in the field.

5. Lost Tap Handles = Lost Profits. When your tap handle is sitting unused at an account, it's a missed opportunity to sell more beer. Tap handles are one of the most visible ways your beer can engage customers, and if it’s not actively pouring your beer, it’s a lost chance to generate revenue. Or worse, your unclaimed tap handle ends up getting auctioned off online with the other unused tap handles at an account, making your ability to recover your investment near impossible.

Reclaiming tap handles gives you the chance to place them at accounts where your beer is actively sold, ensuring your brand gets the attention it deserves. Whether it's a high-traffic bar or a taproom that’s committed to featuring your beer, putting your handles in places where they're actively used can have a direct impact on your brewery’s bottom line.

6. Gain Better Data and Insights. Reclaiming tap handles can also provide you with valuable insights into your accounts and sales strategy. If you notice a pattern of accounts not featuring your beer, it may be time to assess the health of the relationship or the account’s performance.

This data can help you:

• Identify underperforming accounts and make informed decisions about where to focus your sales efforts.

• Improve placement decisions for future draft line placements.

• Strengthen relationships with accounts that are committed to your brand, while re-evaluating those that aren’t actively selling your beer.

Better data leads to smarter decisions, helping you optimize your distribution and sales strategy.

7. Protect Your Investment. Your tap handles are not cheap. They’re custom-made, branded items that represent a significant investment in your marketing strategy. If your handles are sitting idle, you're not getting the full return on that investment.

By reclaiming unused handles, cleaning them regularly, and keeping them in rotation, you protect both the physical handle itself and the value it brings to your brand. A well-maintained tap handle is an asset that keeps working for you—ensuring your brand’s visibility and professionalism wherever it appears.

Final Thoughts: Make Reclaiming Your Tap Handles Part of Your Strategy. Reclaiming your tap handles is more than just about keeping things tidy. It’s a strategic move that ensures your brand stays fresh, visible, and ready to sell. By assessing your accounts, maintaining your handles properly, and reclaiming them when needed, you can make sure your investment is always working hard for you.

If you’re ready to take your tap handle management to the next level, we’re here to help. Contact us today for advice on how to stay on top of your beer’s brand visibility or for a quote for new tap handles!