schlafly.com
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Schlafly: The Indie Giant in Craft Beer
How a 34-year-old St. Louis brewery stays relevant in a crowded market.
In an industry dominated by conglomerates, Schlafly remains a defiantly local, independent powerhouse. But their website reveals a modern digital strategy that bridges the gap between a traditional brewpub and a national e-commerce player.
"Schlafly isn't just surviving the craft beer contraction; they're leveraging 34 years of brand equity to own the local taproom experience while optimizing for high-intent search traffic."
The Local-First Audience
Schlafly’s traffic profile is a masterclass in community anchoring. With 47% direct traffic, nearly half of their visitors are loyalists typing the URL directly—bypassing search engines entirely. This is the hallmark of a beloved local institution, not just a generic beverage brand. The remaining 36% comes from organic search, driven by high-intent keywords like 'schlafly jobs' (270 monthly volume) and 'the tap room near me'.
The Digital Taproom Strategy
While their global rank sits at #2.9M, their keyword strategy reveals a hyper-local focus. They aren't competing for generic terms like 'best IPA'. Instead, they capture the 'near me' economy. The 'Beer Finder' feature isn't just a utility; it's a conversion engine designed to bridge the digital-to-physical gap, driving foot traffic to their two Missouri locations.
The tech stack tells a story of accessibility and speed. Using Tailwind CSS and Bootstrap, the site prioritizes mobile responsiveness—critical for users searching on the go. However, the lack of backlink data suggests a missed opportunity for thought leadership. They are a destination, not a discovery engine.
- Innovation in Stability: 34 years of operation proves resilience in a volatile market.
- Hybrid Model: Combines brewpub intimacy with bottle-shop distribution scale.
- Tech Stack: Modern frontend (Tailwind) ensures fast load times for mobile users.
The Independent Advantage
Schlafly proves that in craft beer, local loyalty beats global scale every time.
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Open Graph Image
http://static1.squarespace.com/static/66af8e4b6820d615463d5808/t/66af8ef83131d75249d3f6de/1722781432427/SchlaflyLogo.png?format=1500w
Meta Tags
Schlafly | St. Louis' Original Craft Brewery
Schlafly is St. Louis' Original Craft Brewery. Founder of St. Louis craft beer. Defining craft for 34 years! An independently and locally owned brewer in Missouri. We brew 70+ styles of beer and run multiple brewpubs. Visit the Schlafly Tap Room in Downtown St. Louis or visit Schlafly Bottleworks in Maplewood. Contact us about Private Events and Parties. Use Beer Finder for a Schlafly nearest you!
Schlafly is St. Louis' Original Craft Brewery. Founder of St. Louis craft beer. Defining craft for 34 years! An independently and locally owned brewer in Missouri. We brew 70+ styles of beer and run multiple brewpubs. Visit the Schlafly Tap Room in Downtown St. Louis or visit Schlafly Bottleworks in
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About schlafly.com
Schlafly is St. Louis' Original Craft Brewery. Founder of St. Louis craft beer. Defining craft for 34 years! An independently and locally owned brewer in Missouri. We brew 70+ styles of beer and run multiple brewpubs. Visit the Schlafly Tap Room in Downtown St. Louis or visit Schlafly Bottleworks in Maplewood. Contact us about Private Events and Parties. Use Beer Finder for a Schlafly nearest you!
Company Overview
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Technology Stack
schlafly.com uses 12 technologies across their website including Adobe Fonts, Google Fonts, HSTS, Squarespace, and more.
Fonts
Adobe Fonts, Google Fonts
Security
HSTS
CMS
Squarespace
Analytics & Marketing
Google Analytics
Performance
Lazy Loading, Priority Hints
Web Standards
Twitter Cards
Traffic & Audience
schlafly.com receives approximately 7.4K monthly visitors and ranks #2,904,458 globally. The website has a bounce rate of 51% with visitors viewing an average of 1.8 pages per visit. Users spend an average of 0:51 on the site.
The majority of schlafly.com's traffic comes from .
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