Trillium does self-distribute to 30 retail locations, but it’s piecemeal—90% of its beer is sold packaged, and it’s almost exclusively handed from its employees to thirsty beer fans.

“If we sent out any more beer, we wouldn’t have enough to keep our doors open here,” Tetreault says. “There are a heck of a lot of people driving from far away to see us, and I’d hate for them to come to a locked door. The only reason why we’re able to do what we can today is the support of our fans coming directly to the brewery. It would have taken us many more years if we were in a broader distribution model or we would have had to take on investors or debt.”

This isn’t the only example of on-site sales driving a business success, let alone the only case in Massachusetts. Nate Lanier, co-founder and brewer at Tree House Brewing Co., says he hasn’t sent a drop of beer outside his company’s doors in Monson in six months because they greet about 5,000 visitors a week—slightly more than the estimated number that visit Sam Adams’ Jamaica Plain facility. As one of the leaders in New England/Northeast IPA (the hottest sub-style of the moment), perhaps that’s no surprise.

Lanier said he didn’t want to focus on own-premise sales, but it simply became a function of the brewery’s inability to meet demand. Just like Trillium, the margins earned on sales allowed Lanier to expand into a new facility. He credits an own-premise focus as the reason for Tree House’s new, 55,000-square feet brewhouse.

But making good money isn’t the only reason it’s worked out. Lanier noted that facetime with supporters, simplicity of operations, and direct feedback from customers are all benefits of the model. “If you are able to create great beer people want to buy, you can earn a living on a much smaller scale these days, he says. “And that is very appealing to folks who want to create a sustainable business or a lifestyle business.”

Which raises an important point: the success of on-site beer sales isn’t just because of popular beer. It’s a reflection of what customers want.