Most people don't realize the incredible variety of beer styles and flavors out there, and it's a common saying "there's a craft beer for everyone." Even for those wine drinkers. It's your job to pique the interest of your customers by teaching them about the craft beers you sell.
Help a customer find that first craft beer they love and they'll catch the "craft beer bug" and there will be no looking back.
Beer descriptions
Craft beer names can be confusing and intimidating for people who are new to craft beer. Go the extra step and provide descriptions of each beer you sell.
Beer descriptions often have very compelling stories about why the brewery made the beer, which ingredients they chose, and what the beer tastes like.
Here's the description of Goose Island's Bourbon County Stout, which is one of the most searched for beers on BeerMenus: “Brewed in honor of the 1000th batch at our original Clybourn brewpub. A liquid as dark and dense as a black hole with thick foam the color of a bourbon barrel. The nose is an intense mix of charred oak, chocolate, vanilla, caramel and smoke. One sip has more flavor than your average case of beer.”
Samples
Offer customers free samples so they can make sure they like the beer they’re ordering. You can give samples in shot glasses, which gives customers just enough to taste the beer without giving away too much beer. If customers are hesitant to spend an extra couple bucks to upgrade to craft beer, this is a great way to ensure they're happy with the beer before ordering.
Flights
Offer customers a flight of 4-5 different draft beers in ~4-ounce glasses. Sampling several different beers is a great way to help customers find a beer they'll love before committing to a full pour. You can also charge more per ounce.
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For those new to craft beer, it can be very helpful to compare the craft beers you sell to more common beers that everyone is familiar with. For example: “If you like Guinness, you might like Left Hand Milk Stout.” You can display these suggestions on print menus, a chalkboard, or anywhere you display your beer selection.
Brewery Promos
The distributor/brewery rep who sells you beer would be happy to help you organize a promo for the beers they sell you. These reps can come to the promo and teach your customers more about the beers they sell and they’ll usually provide handouts with additional information about each beer. This is a great way to get more of your customers interested in the craft beers you sell.
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Help Customers Find Beers They Love