Craft breweries by definition brew beer in small batches, which means there's limited availability. Here's an outline of what types of beers you will be able to purchase and how to get access to the limited release beers that will attract the most customers to your business.
Chris Black, owner of Falling Rock Tap House explains on craftbeer.com: "There are bars and restaurants that brewers want their craft beers in, and then there are places they don’t know of yet. If a bar owner wants to carry amazing beers, they must get noticed because of the things they’re doing with and for good beer. The opportunity to sell great beer is earned, not demanded."
Typically available to everyone
- Flagship beers
- Year-round beers
- Seasonal beers
Limited release beers typically available to a select few
- One-off experimental beers
- Barrel-aged variations
- Sours
- Vintage
Breweries/distributors generally give limited release beers to businesses that
- Have been loyal customers for a long time
- Sell a brewery's regular, year-round, and seasonal beers all the time
- Do a good job educating customers about their beer
- Do a good job serving their beer in the right condition so that it tastes the way the brewer intended it to
- Tend to get a lot of press/media attention
Getting Access To Limited Release Beers
Taking your staff on a 'field trip' to local breweries is a great way to educate your staff and improve your relationship with the brewery.
Chris Black explains "Get out and get to know the folks who make your beer. Craft brewers really like it when people visit them, so look up their tour hours and go. If you want to be in the craft brewing community, be a part of it. Before you open a retail establishment, you might want to get to know the people and brewers involved, and possibly work at a few places."
Educate your staff and customers.
If you do a great job explaining beers you sell to customers, breweries will be more interested in selling their beer at your business. Breweries want to sell their beer at a place that properly labels their beers, provides descriptions, and has a staff that can explain their beers.
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