In October, we asked industry experts to tell us how they sell beer for One for the Road:
What tips can you offer for selling more beer in the on-premise?
Benjamin Rouse, Tall Tales @ Waymore's Guest House, Nashville, Tennessee
This is a two-step process for me. First, you have to play the hits! Keep those highly requested volume beers on deck and give your team the opportunity to say yes. Step two, play the local/seasonal card. I keep styles of beer in stock that people ask for, but from a local perspective. I also sprinkle in some seasonality. No need to sell out on every pumpkin beer option, but having one is not a bad idea. Listen to your guests, base your purchasing decisions on what they are requesting, and then employ your taste and palate to make an impression each time they visit. They will be customers for life, bring their friends, and recommend your spot to anyone who asks, and some who didn't!
Joshua Gandee, Partner, Focus on Health, Host, no proof podcast
With more focus on health and wellness, one of the ways to sell more beer on-premise is to beef up your non-alcoholic selections. The N/A brew sales continue to rise, as do the selections and varieties offered by craft breweries. It’s not enough to offer O’Doul’s or nothing anymore. With the rise of “zebra striping,” offering N/A beers allows folks to regulate their consumption without having to sit out a round or a night altogether. If your establishment is about gathering, don’t leave money on the table by only offering those not imbibing, or imbibing less, water or soda. You can be as selective in your offerings as you are in their alcoholic counterparts, offering an array of flavors from golden wheat to chocolate milk stouts. There truly is something for everyone, even the hard-to-please IPA drinkers.
If you are a guest looking to try something new, start up a conversation with the bar person and let them know what you like. If you drink and know what beer styles you like, then start from there and gravitate toward the N/A counterparts. If you are new to the brew world and are looking to grab some cold N/A beers with some pals, let the bartender know what flavors you like (think fruit-forward, malty, bitter, juicy, etc), and you’ll likely have something offered that’s sure to delight.
If you are looking for some great brands that are setting the stage for great N/A, look no further than Athletic Brewing, Untitled Art, Wellbeing, and BrewDog. They all offer an array of styles that make for great hosting.
Alex Hindman, Food & Beverage Director, Hotel Boulderado, Boulder, Colorado
Selling more beer on-premise starts with empowering your staff through education. When your team understands the flavor profiles and the story behind each brand, they’re more confident. Regular tastings and training sessions help build this knowledge, especially when staff can connect personally with a few staple beers and our seasonal rotating taps. When your team feels connected to the beer and confident in their knowledge, it naturally translates into better sales and happier guests.
George Panagopoulos, Owner & Operator, Dedham House of Pizza, Dedham, Massachusetts
Beer sales rise when it’s treated like part of the dining experience, not an afterthought. The key is pairing — make beer a natural companion to your pizza, not just an add-on. The best way to sell more beer is to treat it like an ingredient in the meal. When you pair the right beer with the right pie — a crisp lager with a veggie pizza, a hoppy IPA with a spicy pepperoni — guests taste the difference and remember it. We also offer seasonal beers year round — like our Shipyard Pumpkinhead Ale for Halloween, Thanksgiving & all things autumn — to further enhance our customer experience.
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