“We notice that hefeweizen and cider styles on draft do really well in summer. But there is also increasing interest in sours, which a lot of breweries are doing now.” — D AV I D T I E M A N , FIVE POINTS PIZZA
surefire way to excite even the most jaded craft beer lovers. “One of the styles my husband, Tom Baker, loves to brew is called a gruit,” says Peggy Zwerver, co-owner of Earth Bread + Brewery in Philadelphia. “It’s a medieval style that was made before brewers discovered hops, so they added whatever herbs were available to them—primarily medicinal types of herbs. In the past, he has used herbs such as wild rosemary, yarrow and bog myrtle. They yield a very interesting flavor and nose.” If that sounds a little “out there,” keep in mind that customers are often happy to forgo the predictable in summertime. “A lot of regional and local brewers offer seasonal summertime beers, and we notice that hefeweizen and cider styles on draft do really well in summer. But there is also increasing interest in sours, which a lot of breweries are doing now,” notes David Tieman, co-owner of Five Points Pizza in Nashville, Tennessee. “Another popular style is Stiegl-Radler’s German beer brewed with grapefruit; with lower alcohol (3.2%) and a nice tartness, people can have a couple, and it appeals to those who aren’t usually big beer drinkers. Founder’s Brewing Co. Rubaeus, a raspberry beer, also sells well in summer.” In other words, don’t underestimate the consumer demand for new and interesting styles, particularly if you’re in a hop-heavy ’hood. Brewer Stouffer, founder and owner of The Roman Candle, with four locations in Milwaukee and Madison, Wisconsin, is doubling and tripling taps at his outposts thanks to a growing base of beer buffs. “In summer, we sell more wheats—bringing in a lot more oranges for Blue Moon sales—and traditional drinkers love light pilsners, but customers are also 56
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drinking those hop-forward IPAs and pale ales,” Stouffer explains. “Now sour beers (both traditional and modern interpretations) are popular as well—and our state favorite, Spotted Cow (a farmhouse ale), is a popular summer choice because it’s a little lighter.” The takeaway: Offer something for everyone! “The best beers will have enough flavor that you can enjoy them cold, and they’ll offer a hint of sourness or be bitter enough to be refreshing,” concludes Shelby Schneider, marketing director at Shmaltz Brewing Company in Clifton Park, New York. “If you appeal to those sensibilities, your beer will be a summer success.” FORECAST: SUNNY SALES Now that you’ve assembled an awesome array of warmweather staples, how do you make your sunny sales forecast a reality? First, consider what beer types might pair best with the lighter pies (think Margheritas or salad-topped) on your menu. Customers needn’t be pressured to pair with a specific beer style, but recommendations can help guide the less-knowledgeable toward the right selection. “Since summer beers are typically light, it’s best not to pair them with overpoweringly flavorful pizzas,” Lewis recommends. “Almost any summer beer should pair well with a classic Margherita, while some of the more robust, flavorful pizzas would pair well with a wheat beer or session IPA, which have a little more flavor and a fuller body that can stand up to the bigger flavors.” Operators agree that spicy pies are perfect for flavorforward styles. At Earth Bread + Brewery, Zwerver pairs a hoppy IPA with the refreshing and spicy summertime