“We are now entering a vastly different world of marketing – one that centers on local, fresh, quality and new beer styles.” as taking advantage of existing marketing efforts by brewers. It is crucial, now more than ever, to view beer not as ‘just beer’ but a way to entice a new group of guests. Beer is extremely profitable toward the operation of any restaurant and can also become a competitive advantage. QUALITY Brewers are like chefs. These creative architects of beer take a tremendous amount of pride in developing great beer. The time and effort of creating quality is something they take very seriously and so should
restaurant or bar operators. If you have made the effort to create a great quality draught system and have educated your staff on how to best serve beer to the guest, you should tell people. • Marketing tip #1 – Broadcast the fact that you have great beer. The right temperature, the right glass, the right pour and the right draught system are important facts to share with a thirsty audience. LOCAL AND FRESH The local movement is alive and well. Beer
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drinkers along with foodies are embracing local foods and beers. It is a well known fact that the beer experience is better closer to home. Any beer produced in Canada is fresher than imports and therefore tastes different (some would say better). There are many great imported beers, but it is obvious that local beers have a huge place in the hearts and throats of our guests. • Marketing tip #2 – Talk about your local beer selection as well as your local foods. Go a step further and start matching local beers up with food menu items that are grown locally. NEW AND INNOVATIVE For far too long, we have had a limited option on styles of beer available. This is no longer the case! Brewers are now creating innovative beer styles that are attracting the interest of beer consumers. The cycle of change is driving the industry now, and it’s in your best interest to take advantage of that. • Marketing tip #3 – Use one of your taps for a rotating selection of local beers. Then, let everyone know that you will be featuring new beers on a regular basis. This allows you to attract new guests while keeping your existing clientele coming back for more. GLASSWARE Beer is enhanced by the design and development of proper glassware. Not only does it figure strongly in delivering aroma and flavour to the guest, it serves as a tremendous marketing tool. Even if you choose not to use brewer-supplied glassware, you still have the option of choosing the right glass to enhance your guests’ beer experiences. • Marketing tip #4 – Create a space behind the bar for your glassware. The display of glassware serves to showcase your brands as well as highlighting the fact that you respect the way beer is poured and served. Go a step further and create your own branded glassware that guests can purchase for use at home. These new-age beer drinkers are willing to invest in a great beer experience, and your excellent marketing strategies can bring them to you.