- Marketing tip #1 – Broadcast the fact that you have great beer. The right temperature, the right glass, the right pour and the right draught system are important facts to share with a thirsty audience.
Local and fresh
The local movement is alive and well. Beer drinkers along with foodies are embracing local foods and beers. It is a well known fact that the beer experience is better closer to home. Any beer produced in Canada is fresher than imports and therefore tastes different (some would say better). There are many great imported beers. but it is obvious that local beers have a huge place in the hearts and throats of our guests.
- Marketing tip #2 – Talk about your local beer selection as well as your local foods. Go a step further and start matching local beers up with food menu items that are grown locally.
New and innovative
For far too long, we have had a limited option on styles of beer available. This is no longer the case! Brewers are now creating innovative beer styles that are attracting the interest of beer consumers. The cycle of change is driving the industry now, and it’s in your best interest to take advantage of that.
- Marketing tip #3 – Use one of your taps for a rotating selection of local beers. Then, let everyone know that you will be featuring new beers on a regular basis. This allows you to attract new guests while keeping your existing clientele coming back for more.
Beer is enhanced by the design and development of proper glassware. Not only does it figure strongly in delivering aroma and flavour to the guest, it serves as a tremendous marketing tool. Glassware suppliers like Zenan Custom Cresting are changing the way we all look at beer. Even if you choose not to use brewer-supplied glassware, you still have the option of choosing the right glass to enhance your guests’ beer experiences.
- Marketing tip #4 – Create a space behind the bar for your glassware. The display of glassware serves to showcase your brands as well as highlighting the fact that you respect the way beer is poured and served. Go a step further and create your own branded glassware that guests can purchase for use at home.
These new-age beer drinkers are willing to invest in a great beer experience, and your excellent marketing strategies can bring them to you.
About the author
Roger Mittag, a professor at Humber College’s School of Hospitality, is also the founder of Canada’s leading beer education company Thirst for Knowledge. A consultant to several breweries, Mittag recently created Prud’homme Beer Certification, a sommelier-style program for beer and the first such program in Canada.