One Good Beer NeededApril 20, 2011 By: Jason Stone
Warning – the beer snobs are coming (and multiplying). They’re young, affluent, educated, and they won’t be satiated by the same ‘ol, same ‘ol beers.
That’s why it’s crucial to offer at least one “good” beer, so this new breed of beer enthusiasts has something interesting to choose when visiting your establishment.
What do I mean by a “good” beer? Well, I use that term because it’s the one guests use although it’s subjective and varies regionally. For starters, think beyond the basic listing of lagers and imports that everyone carries. Yes, you need those – don’t discredit their profit potential – but you also need to think craft, think micro, think local, think Belgian.
When a beer enthusiast enters a restaurant and sees wildly exotic cocktails and a killer wine list with varietals from around the world, how do you think they feel when the beer list is obviously an afterthought consisting of a handful of pale lagers? Frankly, they feel insulted because they’re being “told” that they don’t matter. Well, with the craft beer explosion, they don’t have to settle anymore, they’ll just go somewhere else. Knowing who has a great beer is one of the top influencers when making plans for the evening with this demographic; research proves it.
I know that cooler space can be an issue, but by at least carrying one “good” beer, you will take away the beer enthusiast’s veto vote. And when those folks are sold on your offerings, they will happily return to enjoy more of that tasty brew, as well as the other great things going on in the venue.
Beer enthusiasts don’t need hundreds of options like you would offer on a wine list. Beer drinkers, like myself, are used to being overlooked by beer lists that only want to appeal to the masses, so we don’t expect much, but we won’t settle. So just give us ONE! We’ll pay you back in loyalty and return business. And, we’ll bring our friends.