Help Customers Find Beers They Love

Below you’ll find information to help your staff learn about beer to better help your customers find beer they’ll love.

Quickly Train Your Staff

• Give your staff a list of the beers you carry with descriptions of each beer from the brewery. These descriptions provide information about ingredients, flavor/aroma characteristics, the brewing method, and anecdotes about why the brewer made the beer. With BeerMenus Pro, you can print a list of the beers you currently have with descriptions with one click.
• Encourage your staff to drink a sample of each new beer so they can describe beers from personal experience.
• Ask your distributor/brewery sales reps to come in and teach your staff about the beers they sell you. Your sales reps will be happy to do this and it’s a great free way to give your staff more in-depth information about the beers you sell.
• Give your staff a flavor wheel to help them find the right words to describe beers.

Free Resources

There’s a wealth of information out there. Here are some of the best free resources:

• The BJCP has a smartphone app that lets your staff read about each beer style (bottom): http://www.bjcp.org/stylecenter.php
• Troubleshoot and improve your draft beer system to make sure your draft beer tastes the way the brewer intended it to: http://www.draughtquality.org/wp-content/uploads/2012/01/DQMFullFinal.pdf
• Looking to become an expert on beer? The Cicerone Certification program provides an exhaustive amount of free information on all things beer: https://cicerone.org/content/free-study-links

Get Your Staff Cicerone Certified

If you’re looking to establish a reputation as the best place in town for craft beer, getting your staff Cicerone certified is a great idea. This will add a level of prestige to your business and you’ll attract customers looking for expert suggestions. The Cicerone program is run by Ray Daniels, a teacher at the Siebel Institute, writer of four books on brewing, and former director at the Brewers Association. Here’s an overview of topics covered.

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