Craft Beer Program Beyond Craft Beer 101 Julia Herz Craft Beer Program Director Brewers Association/CraftBeer.com @HerzMuses Ambassador who advocate and educate about today s U.S. craft brewers Segment data, tastings, seminars, media relations and more. January 25, 2012 2 Agenda Big Picture Who Are U After? Taste Tips Resources The Big Picture 3 4 1
The Big Picture A total of 1133 craft brewers appeared on the menus of 169 of the top 250 beverage selling chains in 2010, up from 803 beers and 154 chains in 2008. Ad Age, citing Technomic.-May 2011 5 6 Exhibit A-Applebee s Some people think I m a little crazy we re a huge casual chain and we re looking at what should be on tap in each location? But we re a neighborhood bar and grill at heart, so we need to serve the neighborhood. Sam Rothchild-Applebee s, Nightclub & Bar Magazine, Jan/Feb 2010 7 8 2
Exhibit B-Taco Mac The growth of Taco Mac and that of its Brewniversity program are "very related." The Brewniversity program is a loyalty one that encourages trial; participants get "credit" for every different beer they purchase, and rewards start after you consume your 13 th unique beer. More than 100,000 in Brewniverstiy in 26 locations. - Craft Business Daily, 7/15/11 9 10 Exhibit C-PF Chang s Exhibit C-PF Chang s CBD: Are you seeing a move away from the big domestic premium beers? MARY MELTON: There are two beers that everybody [all PF Changs] carries, Tsingtao and Kirin. Other than that, it's very local driven. They can take any beer that they think is working for their market. So if they're in a place that has a lot of craft beers, then the rest of their list can be all of those local small craft beers. Craft Business Daily, 10/17/11 11 This isn't a knock any of those beers, I just think craft beer is really having it's time now. Right now the idea that you can get a certain beer on the West coast and something different on the East coast, all that's really fun for beer drinkers. People want your staff to know about beer. If you're selling an oatmeal stout they want to know what does a stout mean and which dishes does it go with? Craft Business Daily, 10/17/11 12 3
Your Identity How does beer tie into the IDENTITY of your concept? Beer is NOT a commodity Offer multiple styles An even mix of LOCAL/Regional/Global OK to offer multiple brands within a style Work for that reputation of having a great beer menu 13 14 Brewers Association Statistics First half of 2011 Dollar sales craft brewed beer up 15% Volume sales craft brewed beer up 14% U.S. beer sales volume down 1.7% More statistics: BrewersAssociation.org Overall Sales Wine $40 Billion* Spirits $60+ Billion* Overall Beer $101 Billion Craft is $7.6 Billion 95 Million Beer Lovers 1 in 10 beer lovers drink craft 15 *Estimated 16 4
Times Have Changed! U.S. Breweries As of December 2011: More breweries in planning than ever before: 915 More breweries than since the late 1800s: 1,949. March 2011 17 Small & Independent Craft Brewers 97% of todays breweries small and independent. Passionate and innovative Amazing community citizens, Amazing stories Small (Less than 6 Million Barrels) Independent (No more than 25% ownership) Full definition: BrewersAssociation.org SymphIRI Data 19 20 5
Gluten Free Beer At least 3 million Americans (1 in 133 people) have celiac diseaseissues digesting wheat, rye, barley. More options than in the past including: Lakefront, New Planet, Dogfish Head, Strange Brewing, Old Hat, Bard s, Deschutes, Sprecher 21 WHO Are U After? 22 Who Are U After? Beer Beginner Beer Enthusiast Beer Geek Overall: Craft Shoppers spend 30% more per Trip NACS, 2011 23 24 6
When Do These Drinkers Drink Craft? Source: Boston Beer Craft Drinking Segmentation Study, May 2011 25 26 Source: Boston Beer Craft Drinking Segmentation Study, May 2011 Taste TASTE Appearance Aroma Bloodhound / Drive By Taste 6 flavors: Sweet / Salt / Sour / Bitter / Umami What do you notice first? Middle? Finish? Bitterness / Acidity IBU 8-100+ Acidity 0 14 Alkalinity Most beer styles = 4.0-4.5 PH Wine = <4.0 PH Mouthfeel Overall Impression How would it pair? 27 28 7
Craft Beers Bayou Teche Grenade Wheat Arnaudville Abita Mardi Gras Bock Abita Springs Diamond Bear IPA Little Rock New Belgium Belgo IPA Ft. Collins Hoppin Frog, Naked Evil Akron TIPS 29 30 Education Leads To Sales! Draught Education is key. CraftBeer.com Beer 101, BJCP.org, Cicerone, MBAA Beer Steward Program Regular staff tastings Train on both the liquid and the story behind the brewery. There is no replacement for passionate, informed servers. 31 Draft is different than bottles How does your bartender pour? 1 foam is recommended to showcase full aromatics. Are your lines getting cleaned every 2 weeks? 32 8
Tips Tips Storage recommendation Cases under 50F Kegs under 40F A balanced draught system is key! Foam is 25% beer! Don t pour it down the drain. CO2 breaks out of solution in a nonbalanced system 33 Draught is different than bottles 30% of craft category sold via draft 10% Mass Domestic Leverage: Consider sampler trays (flights) List strategy: Update often Web based Draft Camera Chalk, White Board or Digital Menu 34 Draught Beer Quality Manual Glassware www.draughtquality.org Storage and Handling Components Proper Dispense Practices Line Cleaning Guidelines 35 36 Glassware sells and matters! Which would you want? Frosted glassware is not cool! 9
Glassware Ideally the right glass for the right style. Often smaller glass for higher ABV Hybrid: Tulip or White Wine glass 8 to 10 ounce / ½ glass option Despite: Larger sized offerings appear to be an emerging menu trend across the Beer, Wine and Spirits categories. Next Level Marketing 37 38 Beer Service Take Away s Cork/Cage Display Proper Pour from Bottle Bottle Conditioned CO2 helps heighten aromatics Expel CO2 on the pour 39 What s going to sell? What s local and what s familiar to staff What feels good tastes even better! Every craft beer is precious If you could prevent cork taint, would you? So store and serve properly! Pairing treats the beverage as an ingredient. 40 10
American Craft Beer Week Contact SAVE THE DATE! ADD TO YOUR YEARLY PLAN NOW! We will promote your establishment s participation and drive beer lover interest. Largest beer week with more than 1,500 events in ALL 50 states! THANK YOU! Julia Herz julia@brewersassociation.org 303.447.0816 x113 @HerzMuses (Twitter) Facebook.com/craftbeers 41 42 Brewers Association Programs Resources 43 Leverage this! Great help for staff The most up-to-date online Brewery Locator database (that we know of). Free downloadable tasting mat and complete guide on how to Host a Tasting at Home. Extensive resources on Beer & Food Pairing, including our popular beer & food pairing chart and the most extensive online cooking with beer recipe database. Our Education section includes audio files of Craft Beer Seminars, updated list of Beer Schools, and a brand new Beer Dictionary and Glossary of Terms. The Right Glass section helps demystify the different glassware and what styles are best served in them. Beer 101 Course - This $15 online course is one-hour and includes an assessment exam with a printable certificate upon 70% completion. This course is geared toward the beer beginner who is thinking about dipping their toes deeper in the world of beer. More than 1,000 people have taken this course. News/Events section includes timely press releases from U.S. breweries and retailers. Polls section - includes archived polls where thousands of beer lovers have been weighing in with their opinion on timely topics Craft Beer Muses section, one of the most-visited areas of the site, with in-depth posts by many of today s most recognized craft beer lovers. 11
CraftBeer.com Beer 101 Course $15, 1 hour, Certificate with 70% or more 45 http://tinyurl.com/basellsheets 46 Craft Beer drives trade up and is sourcing volume from all Bev Al segments (Off-Premise) 70 60 50 40 30 20 10 0 59% % Gain From Craft gain from shifting from other Bev AL segments 30% Craft gain from current drinkers drinking more 11% Craft gain from new craft drinkers Imports 28.7% Premium 23.6% Super Premium 11.0% Below Premium 7.9% FMB's 4.5% Wine 14.2% Spirits 10.1% Source: Nielsen Homescan 52 Wks Ending 2/26/11 All-Outlet (Off-Premise) http://tinyurl.com/basellsheets 47 12
Food Pairing Food Pairing Craft Beer picks up where wine leaves off Wine contrasts (acidity) Craft Beer can both complement and contrast Tips Match strength of food with strength of beer Find harmonies/links/hooks to complement Stout and chocolate cake Brown Ale and BBQ Or contrast IPA and Fettuccini Alfredo 49 1) Carbonation of beer Scrubs the tongue and prepares palate for the next bite Cuts through the richness of food 2) Malt Sweetness from malt soothes heat in food. Flavors from malt harmonize with grilled, roasted and smoked foods 3) Hops Bitterness of hops cuts through rich foods Plus balances the sweetness of malt 50 51 13