When it comes to web analytics, craft breweries are in the same position as many small- to medium-size companies. Websites are built primarily to tell stories and engage the fan base. Gathering useful data for business decision-making is typically an afterthought, especially since brewers can't sell their product online. Free tools like Google Analytics tell you a lot about general site traffic, but getting real decision-making insight is another matter.
But the data is important, and could tell you a lot.