Elevate Draught Beer Service
and You'll Elevate Profits

    Ask yourself, as a consumer, which would you rather have: a flat-looking, lifeless lager served in a standard, non-descript beer glass or a perfectly carbonated beer with two fingers of foam on top, served in a branded, refined chalice? And, which would you be willing to pay more for? By taking beer service to the next level and delivering a visually appealing and high quality product every time, you will create a crucial profit center for your business.

No Longer an Afterthought
    Cian Hickey, national draught director for InBev USA, says that in the past, beer service has been treated as an afterthought. “We’re changing that at InBev USA and focusing on proper glassware, training and technical capabilities so that every glass of one of our beers that is poured is served the way the brewer intended it to be. Our goal is to raise the image and awareness of quality draught beer in the on-premise retail environment. Raising the image of beer directly relates to raising the profitability of beer,” Hickey says. Glassware also is key to enhancing beer’s image. “You wouldn’t serve Champagne in a wine glass,” Hickey says. InBev USA’s experience with brands such as Stella Artois demonstrates that serving a premium beer in coveted glassware enhances the consumer’s experience with the brand, and that in turn enhances customer loyalty and profitability for retailers.
“Independent research reveals that 42 percent of bartenders surveyed believe they can charge more for a brand served in specialty branded glassware and that 51 percent of bartenders view specialty branded glassware as extremely or very effective at improving a brand’s sales,” Hickey says.

Gaining Ground
    The wine model is one that InBev USA’s team of draught specialists is emulating. “We want to establish ourselves as the sommeliers of the beer business,” Hickey says. “Not all beers are the same. We are teaching retailers the history and attributes of a beer, the culinary possibilities of food and beer pairings and the proper pouring techniques, resulting in expanded occasions for beer service and profitability.” 
    Technical expertise is the third pillar in InBev USA’s draught program. Presently, the majority of beers are served either using a straight CO2 or 75/25 blend of nitrogen carbon dioxide, which means that one-half to one-third of every keg is served with way too much or not enough carbonation. InBev USA is developing a certified, national gas network to provide retailers with a 50/50 blend to improve the consistency and presentation of its beers. Research shows that consumers typically blame the serving establishment if the quality of a draught beer is off. InBev USA’s program allows retailers to ensure a consistent quality and maximize profits from every single keg by minimizing waste or over pouring. Ultimately, it guarantees that the consumer is receiving every beer as the brewer intended it to be. 
    Draught beer is the experience you provide that your customers cannot get at home. Image is key driver of draught beer purchasing. Patrons pick draught over bottles because it sends a message and impresses friends. Draught beer has a better social cachet: cool, worldly image, authentic, fresh, better taste. Delivering on that value proposition with proper glassware, service and quality leads to loyal customers who want to come back for more.