What’s the role of craft and microbrews to a venue? Norrelle Goldring from Shopportunity compares Australian offers and executions to those of some overseas markets.
- By ShopAbility for Drinks Magazine 2009.
The growth of microbrews in Australia mirrors (but currently trails) that of the USA and Canada, and in driving around the USA at the time of writing there are some things we could learn from this market to optimise craft beer sales.
Availability & Specialisation
In the offpremise, Canada has offprem beer specialty stores called the Beer Store in the way that in Australia we have Vintage Cellars and a number of wine specialist retailers. In the USA, from a sample of several dozen independent bottleshops and chain big box outlets over the past few weeks, to date all have had at least 25% of their cold single bottle fridge space devoted to craft beers (ie 1 door in 4) and at least 20% of beer shelf/floorspace is devoted to craft beer ‘bombers’ (600-750ml single bottles) and six packs.
In the onpremise in the USA beer dominates, with craft beers predominant at ‘brewpubs’. These are sort of like our ‘gastropubs’ … the Local Taphouses in Melbourne and Sydney would be the closest approximation but these don’t really have the accompanying food offer. US brewpubs often brew their beer in house on the premises, as well as range other craft beer brands, and are as much a food as beverage destination.
The Yardhouse concept, a highly successful and fast growing chain of brewpubs with some 30 locations across the US, takes the concept a step further by ranging between 100 and 250 craft beers on tap. Its beer list is divided into both styles and regions, much like a wine list. The Australian market is on the verge of being ready for a similar concept.
It’s not just about Belgian Beer Cafes
For the past several years there has been a growing ‘beers of the world’ experimentation trend in the offpremise in Australia – consumers trying at home or taking to social events single bottles, pick’n'mix and 6 packs of lesser known brews.
Given that the role of many onpremise venues (aside from suburban ‘locals’) is one of experimentation and providing an experience and products distinct from those consumed at home, the time is nigh for Australian onpremise venue owners to consider role of craft beer and microbrews in their offer.
Contemporary metro and suburban pubs should consider ranging craft beers, as should wine/cocktail bars and restaurants of any calibre. Ultimately in restaurants the beer selection should be part of the sommelier’s job when compiling the wine list and consider more than the usual cursory nod to the products of the 3 ‘big boys’.
From a logistical standpoint, based on tap availability or lack thereof due to exclusivity contracts, the easiest way to go here – if you can make the numbers work – is with bottled craft beers. This way you can also rotate them frequently without capital expense of pythons, kegs etc.
Craft beer consumers are highly involved in the category. Many post comments on websites like Beer Advocate and subscribe to magazines like Beer & Brewer. They’re on the hunt for the obscure and the lesser known. Little Creatures and Beez Neez are old hat to these guys. Venues have an opportunity to drive traffic and frequency by ranging lesser known beers, rotating them frequently and providing seasonal beers.
Guys (and they are guys, and mostly in their mid 20s to early 40s) who are into craft beers are opinion leaders and will spread the word when they find something new, interesting or hard to find, thus providing word of mouth for your venue.
Visible availability in venue is paramount. Taps, fridges, small back of bar displays (not too ostentatious … can’t look like a ‘big’ beer brand), counter cards and table activation (interactive coasters or similar) all need to be executed. As well as the ‘beer list’.
That’s my initial two cents’ worth. I believe we have a real opportunity to expand the average Aussie male’s beer repertoire, profitably, based on what I’ve seen here in the US.
‘Hop’ to it!
