According to the Brewers Association, 2015 was the first year that the number of beer breweries operating in the United States surpassed the number of breweries that were in business in 1873 in the U.S. In 1873, 4,131 breweries produced beer in America. In 2015, 4,269 breweries were in business on U.S. soil. Between those years, differing numbers of breweries produced beer in the country, with the exception of the years affected by Prohibition, which suspended the production of beer and other forms of alcohol for a time. In recent years, the number of microbreweries, brewpubs and regional breweries operating in the United States has grown significantly. In 1994, the country had 329 brewpubs, 192 microbreweries and 16 regional beer makers. By 2015, the country was home to 1,650 brewpubs, 2,397 microbreweries and 178 regional producers. Compared to other kinds of beer makers, the number of regional craft breweries in America saw the greatest growth between 2014 and 2015, increasing by 31.9 percent. The number of U.S.-based microbreweries and craft beer makers saw the second and third largest growth rates, increasing by 17.4 percent and 14.9 percent, respectively. In 2015, the American beer market grew by 0.2 percent, recording $105.9 billion in total sales. While beer sales, in general, were almost stagnant in 2015, the craft beer niche rose to a 12.2 percent share of the beer market’s overall production and recorded $22.3 billion in annual sales. That revenue figure represents a 16 percent increase in dollar sales for the craft beer industry. What does all of this mean for your restaurant? It means you have an opportunity to capitalize on the growth of the craft beer market and offer a wider selection of beers.
Making Changes to Your Beer OfferingsEven though you might be eager to cash in on the growth of the craft beer market, it’s not enough to order just any specialty beer. Craft beer enthusiasts have become increasingly sophisticated over the years, and they’re demanding that the experiences they have with craft beer providers evolve with them. While there are plenty of restaurant beer options out there, you have to be careful about the beers you offer at your establishment when it comes to specialty brews. For instance, if you already have people who frequent your restaurant regularly and enjoy traditional beers, you don’t want to alienate that regular clientele by replacing their favorite conventional drinks with craft beers. Instead, a better approach would simply be to add some new craft beers to your beer menu. Even if you want to devote all of your taps to specialty beers, you should still make your regulars’ favorite beers available in bottles to keep them coming through your doors.
Keeping Your Restaurant’s Vision IntactAs you go about developing or changing your beer menu, it’s critical to keep two things in the forefront of your mind — the vision or theme you have for your restaurant and the preferences of your customers and the people who live and work near your location. Your effort to draft a popular beer list will only be successful if what you come up with is in line with the vision you have for your restaurant. Every beverage on your beer menu has to support your vision and help your guests have an experience they’ll want to come back for again and again. The beers you choose should pair well with your food menu to enhance your guests’ overall dining experiences. For example, while some German pilsners and IPAs work nicely with certain Asian dishes, you’ll want to offer additional beer choices if you run an Asian-themed restaurant. Similarly, your menu shouldn’t be limited to lighter wheat-based beers if you operate a mid- or high-end steak house. Instead, you’ll want your beer menu to feature beers that complement the fare you serve. One popular beer and food pairing that works surprisingly well is green chile chicken enchiladas and a dark German lager. The slight spiciness and the decidedly pleasing maltiness of a dark German lager complement this flavorful dish wonderfully. A Flemish saison is the perfect complement to cut through the richness of grilled seafood served with chorizo paella. If you have pasta on your menu, why don’t you suggest that your clients try your spaghetti carbonara alongside a draft of a dark Belgium beer that has a hint of bacon? Once your guests try this matchup, they’ll think this dish and the frothy beverage were made for each other. If you want assistance with identifying food and beer pairings that will support your vision and appeal to your clientele, you should consider hiring a Cicerone. An experienced Cicerone will carefully review your food menu and make tasty recommendations about beers that will pair well with the food you serve.
Taking Your Customers Into AccountBefore you start creating a beer menu or adding to your current selection, you need to figure out what your clients and prospective customers want. A great place to start is by using your POS system to run reports that show who drinks at your restaurant, why and when they’re stopping in for beer, and what beverages are the most popular. In addition to reviewing your reports, you should do the following to learn what your current customers and prospective clients want:
- Instruct your wait and bar staff to ask customers about the beers they’d like to see on your beer menu.
- Put a feedback card in your check holders and ask your guests to fill them out.
- Ask your restaurant’s social media followers about their beer preferences.
- Keep a clipboard behind the bar and ask your bartenders to jot down any input your clients share.
- Put a chalkboard near your hostess stand, bar register or even outside close to your front door so that patrons can use it to suggest beverages they’d like to see added to your beer menu.
- Check reputable websites such as Ratebeer and BeerAdvocate to see which beers are the most sought-after on a larger scale than your local market and identify the brews that have the highest consumer ratings.
Restaurant Beer List TipsAlthough you need to keep your vision and the tastes of your patrons and prospective clients in mind at all times as you’re trying to identify your best restaurant beer options, there are other specific things you can do to ensure you develop a truly popular beer list for your menu. Here are some restaurant beer list tips to create a beer menu that will resonate with the members of your community.
Determine the Number of Beers You’re Going to OfferBefore you start shopping for beers to add to your beer menu, you have to determine the number of beers appropriate for your establishment. Offering too many may make your beer menu intimidating to diners, while offering too few beer options in your restaurant will limit your guests’ choices. Finding the right number of options can be difficult, especially if you’re a new restauranteur, so it may take some time before you strike the right balance. A general rule of thumb is to have between 8-12 wine, beer and cocktail choices if you serve wine, beer and liquor. If your establishment is offering specialty beers exclusively, you may want to have more than 100 different options for your visitors to choose from.
Make Sure Prices Align With Your Pricing StructureWhen you’re putting together what you hope will be a popular beer list, you have to figure out what you’ll be able to charge for the beers you sell before you order them. You have to make sure your beer prices will be in line with your existing pricing structure. One way to do this is to apply the same pricing formula you use for your wine options to the beers you plan to sell. Leave a beer off your menu if it’s going to be too expensive or inexpensive to support your restaurant’s vision. While you don’t want beers that cost too much or too little on your beer menu, you do want beers available in a range of prices. When you’re creating the final draft of your beer menu, it’s wise to list your beers from most to least expensive because this kind of formatting often results in more profitable drink orders. It’s also advisable to list prices using numbers and decimal points, but not dollar signs, which sometimes lead people to seek out the least expensive drink on the menu. If possible, avoid ending your prices with an off-putting “.00” and use a more palatable “.95” at the tail of your prices. Finally, resist the temptation to use dotted lines to connect the name of your beers to their respective prices, as dotted lines typically motivate a diner to look to the right and down to seek lower-priced options. Instead of using dotted lines, simply put the price of each beer after its description using the same font you used for the description, so your guests don’t focus on the price.
Pay Attention to the Beers’ OriginsWith the increase in local beer makers in recent years, mentioning the location a beer comes from can often be a good selling point, especially if that location is local. If you’re not selling beer produced by a regional brewery, you should still mention where the beers you sell are from, because your patrons may be willing to pay more for beers made in certain areas of the country or world.
Focus on Style More Than BrandIf you’re developing a beer menu, you should focus more on beer style than you do on brand. If you focus on brand first, you may set yourself up for disappointment if the brands you choose don’t offer the styles of beer that pair the best with your food. Some of the beer styles you may want to consider offering include:
- American amber ale
- American brown ale
- German-style Pilsner
- Farmhouse ale
- Belgian-style wit
Keep Your Beer Menu FlexibleCraft beer breweries often produce specialty beers at certain times of the year. Some produce beers that celebrate specific holidays, while others make beers to complement seasonal foods, or use seasonal ingredients to create or re-create flavors only available at certain times of the year. To take advantage of these seasonal beers, you should keep your beer menu flexible enough to incorporate them into the mix of beers you sell as they become available. As you add seasonal beers to your list of offerings, make sure you update your printed and online beer menus accordingly. If you’re concerned about the costs related to keeping your printed menu current, consider using a chalkboard or digital screens to display your beer menu, both of which are easy to update as you make changes to the selection of beer you sell without requiring you to pay printing costs.
Consider Your GlasswareHave you ever wondered what’s in a glass? In the context of craft beer, there’s more than “liquid gold” in your glassware. There’s an entire experience in every glass of beer you pour. To make sure your guests get the most out of their experiences with the beers you sell, you should have the right glasses for every beer you offer. Make sure you serve the relevant beer in the appropriate glass every time you serve a drink. If you don’t have the right glasses for a given beer, either order them or choose another beverage to put on your beer menu.
Choose Breweries and Distributors WiselyIt’s critical that you give a lot of thought to the breweries and distributors you’ll work with as you’re developing or altering your beer menu. While price is important, it is vital to consider the ways that these distributors could help you market your beers. Contact several breweries and distributors and ask if they’ll provide the glassware necessary for you to serve their beers properly. Inquire about whether the glasses have the name of the beer you’ll serve on them, which could help you promote the beer in your establishment. Don’t forget to ask about free coasters too. Using coasters with the name of the brews you sell is a great way to promote the beverages. They’re also an effective way to lower your cost of goods sold. If you’re able to use coasters for your patrons’ beverages, you won’t have to pay for cocktail napkins. Since some customers get annoyed when their cocktail napkins stick to their glasses, using coasters can help enhance the experience your clients have at your restaurant too. If your vendors don’t have coasters available, consider putting salt on your cocktail napkins to prevent them from adhering to customers’ glassware. Alternatively, think about printing your own low-cost coasters and using them to promote your brand name.
Decide How You’ll Serve the Beer You SellWhile you may question why this is included in our list of restaurant beer tips, you should know you don’t have to settle for the same old scenario of bartenders or wait staff serving drinks to your customers. PourMyBeer offers an affordable, easy-to-implement alternative — a self-serve beer system that enables your customers to pour their own beer at their very own tables. Our system will make visiting your restaurant a fun experience for your guests, and it will take pressure off your staff and help you control your labor costs. Perfecting your beer list can be a fun way to connect with your customers and refine your restaurant’s focus. Trying a new way to serve that beer can help you stand out from your competitors. Contact PourMyBeer to learn more today.
While you perfect your beer list, we’ll perfect how it’s served. Contact PourMyBeer today and see how we can transform the way you serve beer.