Wine is food's best friend, but beer is becoming an increasingly popular beverage choice for dining, particularly for sports bar and more casual concepts. In honor of National IPA Day - we are exploring the growing beer scene. The explosion of the craft beer industry means that people are placing more emphasis on the beer they drink, and pairing it with food in a way that is very comparable to wine. So how do you go about creating a beer list to impress the beer snobs? Here are some tips - and beer marketing techniques! To try.
Local, local, local. The local scene is exploding with craft breweries - especially depending on your region. Hop to a couple local breweries and sample first hand what they have on tap, find their distributors, and bring it in. Then advertise your local drafts on social or plan a beer dinner around a brewery's offerings. This will allow you to create buzz, support local commerce, serve delicious fresh beer - all good things indeed.
Balance is key. People love IPA's - the happier the better - but balance is key and offering lighter and darker brews will give your customers breadth and variety as well as creating good pairings with your food. Ales are also a popular craft style, with a richness and depth which pairs well with food. Think seasonally as well. Going for darker brews in the winter and lighter in the summer creates a balance which will also lend itself well to your seasonal menu.
Marketing around beer brand can carry serious perks! There's the national days. These are great for trending topics and getting your place noticed. Used #nationalipaday on Instagram to join the conversation, for example, and have fun creating specials around the national days too. Also, don't be afraid to ask your distributor for marketing merchandise and support. Chances are they have a decent budget for coasters, napkins, prizes, patio umbrellas - just about anything you can think of. Representatives from the brewery may be available to come onsite and sample and interact with your customers, and they can even assist with graphic design for your trivia/music schedules if you don't have a marketing person on retainer.
