Lake Forest’s iPourIt Inc., a provider of self-pour tap wall systems for a variety of dining and drinking spots, has tapped a local restaurant franchise exec to get the company’s products in more locations.
Chris Braun, who previously served as CEO of Newport Beach’s Juice It Up after its 2018 acquisition by locally based SJB Brands LLC, where he also serves as partner, last month was named chief executive of iPourIt.
The company, which was founded a decade ago, makes self-service beverage dispensing systems for beer, wine, soda and seltzer. Co-founded by Joseph McCarthy and Chief Technology Officer Brett Jones, it lays claim to being the first self-pour system in the U.S.
Over 8,800 taps have been installed to date by the company, according to iPourIt. Its products are in 330 locations; the company installed its first self-pour wall of 48 taps in 2014 for the Pacific City beer bar Barrel Republic, which has grown to five locations.
Its products can be found in all kinds of settings, from the standard taproom to grocery stores and even the Taco Bell corporate office in Irvine.
Newport Beach apartment developer Lyon Living uses the products at The George rental complex next to Angel Stadium, while Irvine Co. is reported to have installations at its office towers in Chicago.
New Location Types
Braun, who invested an undisclosed amount into the Lake Forest business at the time of joining as CEO, tells the Business Journal that he’s aiming to expand iPourIt’s reach in restaurants and bars, as well as other locations.
“The goal is to take the existing team and technology and take it to the next level,” he said.
The company is scouting beyond the traditional taprooms for a place in entertainment venues, stadiums, country clubs and hotels.
Braun says supporting local breweries are another opportunity.
“It’s not limited to traditional kinds of thinking when it comes to experiencing [the self-pour tech] in different applications,” Braun said.
As of August, the company’s clients have poured 291 million ounces of beverages, or 18.2 million pints, from these taps, it reports.
Competitors in the space include Illinois-based PourMyBeer and Georgia-based Table Tap.
Tech-Savvy Drinking
The company considers itself a technology provider within the beverage sector.
Patrons use tap key radio-frequency identification (RFID) to activate the taps and pour drinks as “an alternative to traditional beverage service which in turn reduces wait time and simplifies labor needs,” the company says in its marketing materials.
The goal of iPourIt, officials say, is to give customers complete control over the quantity and timing of their beverage pour.
While Generation X loves the variety of options available, the technology is what millennials and Gen Z gravitate to, according to Braun.
“Being able to take control of the experience themselves lends itself to those age groups.”
A typical display screen at a location includes a description of the drink, the name of the brewer, the alcohol content and more. The final cost is determined by how many ounces was poured per customer, opposed to buying a full glass.
Digital Tracking
The system also includes a digital tracking program for the operators to utilize in their business planning, called TapVision. Since the RFID keys collect the beverage information from each customer, the operator can collect consumption data such as which is the most popular drink or how much profit is made per ounce.
Each tap costs an average of $1,350 to purchase and install with configurations of five taps or more depending on the location.
Offered with technical support, menu management and system enhancements available, the company’s technology is designed to be 30% to 50% more cost-effective than other self-pour providers, officals say.
New Faces
Braun has almost 30 years of experience in manufacturing, finance and the beverage industry.
Since SJB Brands invested in Juice It Up four years ago, the juice and smoothie chain has grown to become one of the 30-largest restaurant chains based in OC, with 2021 sales reported at $42.7 million, up 30% year-over-year.
“It was the combination of cutting-edge technology in addition to a leader in the beverage space,” Braun told the Business Journal when asked about his decision to invest in iPourIt.
The last reported funding round for iPourIt was in 2020, a $1 million Series B round in 2020 led by Tech Coast Angels’ Orange County chapter.
New Offerings
Multiple products are in development according to the new executive.
In addition to improvements for the taps themselves, the company is set to release a new app in a few months.
The app will allow customers to have a complete self-service experience: digital check-in will be available to skip the line, pour amounts are still tracked, and check-out is also online.
The company debuted a brand refresh with a new logo, colors, and marketing in January to mark a new year. Braun plans to take this further.
“Being new, you get a chance to look at all the potential opportunities to grow this business and there are many fronts to [advance on],” Braun said.
Beverage Agnostic
The key part to Braun’s growth strategy is the flexibility of the startup’s beverage dispensary. He called the technology “beverage agnostic,” meaning the tap wall can be used to serve any beverage.
“We don’t try to guide you into what you should be pouring,” Braun said. “We want to help find the right mix of product and offering for the operator,” he said.
While most current customers clients offer a combination of beer and wine, iPourIt is looking to break into coffee bars, wineries as well as the kombucha business.
“We’re just scratching the surface of what’s possible with this technology.”
