What were prices like in the Bier Garden? And did it have national brands or craft brews? If they are interested in the hipster crowd, Miller Lite isn't going to do it.
Craft beers and craft cocktails are the way to go. Add affordable pricing and you have a perfect combination.
On the flip side, if they are trying to appeal to low rollers.... then the national beers should do just fine.
You're probably right - they need to create their identity. I considered staying there until I saw room rates of nearly $200 a night for my upcoming trip.