iPourIt x Dirty Dog Taphaus
The Dirty Dog Taphaus : A Self-Pour Success Story in a Swiss-Inspired Town
Dirty Dog Taphaus is a self-pour beer and cider destination in the historic town of New Glarus, Wisconsin. Located in a building dating back to the early 1900s, the Taphaus fits right into the area’s well-known Swiss tourist charm.
Owners Keith Kube and Leah Hanson-Kube wanted to bring the community something they had not seen before. By blending the historic charm of the building with the innovative self-pour concept, they’ve succeeded in creating a space that appeals to everyone—from young families to older patrons.
The name “Dirty Dog” comes from a funny incident involving their own dogs, and fittingly, dogs are welcome on the spacious patio.
A Business Born from Inspiration
The idea for Dirty Dog Taphaus began during a 2018 trip to Denver, where the Kubes discovered the self-pour model and were immediately captivated. They loved having numerous options without being tied to just one choice.
What started as a joke about bringing the concept home became reality in 2020, when they purchased a building that had only had four previous owners. Despite external challenges, they opened in April 2022. At first, they ran the Taphaus alongside their day jobs before dedicating themselves to it full-time. From the beginning, their goal was to create a unique identity that honored the building’s history while offering a modern, welcoming atmosphere.
Standing Out and Scaling Up
The Kubes faced the challenge of introducing a completely new concept to a small, touristy town known for its Swiss traditions. They needed a solution that was not only innovative but also user-friendly and reliable, ensuring a great experience for both locals and tourists.
The Taphaus needed to be able to handle large crowds, especially during peak tourist season and festivals, without requiring a large staff. The business is busiest Thursday through Sunday until Labor Day. After that, Thursdays drop off, and in January and February, they are only open on Saturdays. The Kubes needed a partner that was transparent and supportive as they introduced this new model.
The IpourIt Solution
After researching various self-pour systems, Keith and Leah chose iPourIt, impressed by its single-screen-per-tap design and the team’s transparency regarding software updates and technical issues. The support from iPourIt was a critical factor in their decision, as they initially planned to be open only on weekends and needed a partner they could trust.
The installation process was efficient. Once the cooler was in place, the iPourIt system was installed quickly, and the instructions were very clear. The rest of the hardware installation took only a couple of weeks.
Today, the 30-tap wall offers a variety of beers, ciders, and even root beer, which has become one of their biggest sellers. The self-pour model has allowed them to serve a significant flow of people with a relatively small staff. The business has been growing year over year, and they haven’t had to hire more staff.
30
Self-Pour Taps Beer/Wine/Cider
2M
Ounces Poured Since Opening
2.5K
Guests Served In One Day
4-5
Max Staff
On Busiest Days
A Taste of the Future: Customer and Staff Reaction
Customers at Dirty Dog Taphaus love the self-pour concept. They enjoy being able to choose what they want and appreciate the value of paying only for what they pour. Many patrons have commented that they believe this is the “model of the future” and have become repeat customers, often bringing their families back to share the experience.
The Taphaus also hosts live music on weekends, which has been a great addition based on customer feedback. They have become a top spot for Halloween, giving away root beer floats, with a line around the corner for the popular treat. The Taphaus also caters to dogs, offering pup cups and taking pictures of them.
A key testament to the system’s efficiency is its performance during Oktoberfest, the biggest festival of the year, when about 10,000 people come into town. Last year alone, on one day, they served over 2,500 people. During this event, patrons can get a wristband in about 15 minutes, a stark contrast to the longer wait for a beer at the festival itself.
The owners have been very impressed with how many people they can serve efficiently with limited staff. While they have a total of 12 people on staff, on any given big festival day, they still manage with a maximum of 4–5 people. The beer and the wall are the “easy part” of the business, as beer is easy to change out. The food side of the business, while enjoyed by customers, is more complex and requires more hands-on support.
Future Prospects
The Kubes are always looking for ways to improve the customer experience. They have plans to add on to the patio, possibly with a portable kiosk. They are also shifting to a new POS system with GoTab this year after Oktoberfest.
They are frequently asked about franchising but are not yet ready to expand locations. The owners find that the self-pour wall facilitates interesting interactions among patrons who talk about the beers, and they continue to look at ways to bring a better experience to the business.
Conclusion
Dirty Dog Taphaus has successfully blended the historical charm of its building with the modern convenience of a self-pour system. By choosing iPourIt, the owners found a partner that provided not only a user-friendly system but also crucial support and transparency.
This has enabled them to handle significant traffic, particularly during festivals like Oktoberfest, with a small and efficient staff. The Taphaus has become a local favorite, known for its fun atmosphere, dog-friendly patio, and the innovative self-pour wall that customers love. Their success is a testament to the fact that with the right technology and a clear vision, a new business can thrive even in a traditional setting.
Key Takeaways:
- Community integration: They successfully introduced a modern concept into a traditional Swiss town.
- Scalability & operational efficiency: The iPourIt system allows the business to manage high traffic with a small staff, handling over 2,500 people in one day.
- Customer experience: Patrons love the freedom of the self-pour wall and short wait times.
- Growth: The business has grown year over year, recently hitting 2 million ounces poured.
- Support: The owners chose iPourIt for its transparency and supportive partnership.