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erich@cerevisiacraftbrewery.comChad Richman – R&D Brewmaster & Owner
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5 Reasons Why You Should Offer Craft Beer in Your Restaurant
(Source: Flickr)
It’s a way to capitalize on the “eat local” trend. The “eat local” bandwagon is not only a way to improve the offerings at your restaurant, but can act as a powerful marketing tool to promote your restaurant. But the trend isn’t just limited to edibles; beverages can be part of your eat local campaign, too. Offering a craft beer in your restaurant which is made in the region can offer a unique flavor experience which simultaneously gives customers a sense of place.
People are willing to pay more for craft beer. It’s true: craft beer is more expensive than, say, a Cambodia Beer or Angkor. However, it’s still not expensive, per se: typically, even the most special of craft beers will usually remain well under the $5 mark. The same cannot be said for premium wine and cocktails!
There is more profit in craft beer. If you are selling a local lager for the market price of $2, you are missing out on the profit of craft beer. The average price for a craft beer is $3.50, which allows for more revenue from each purchase. Think of this in the same way a restaurant profits from a steak dinner vs a hamburger meal; you need to sell a hell of a lot more hamburgers to make the same profit that as a few steaks give to your business.
Craft beer is accessible. For many customers, ordering alcohol in restaurants can be confusing. A wine list can be intimidating, and cocktails can seem too “frou-frou”. A craft beer list, however, is accessible to just about any level of consumer. Consumers are far more willing to take a leap to order a “fancier” craft beer, since they already have a good idea of what beer is, and are willing to to try a different type.
Customers feel better about drinking craft beer. Usually, craft beer employs better quality ingredients than beers which are produced on a large commercial scale. Not only does this give them a more assertive and interesting flavor, but they just feel “cleaner” on the palate. For many drinkers, this translates into feeling better about what they are drinking. Sure, it is still an indulgence, but it feels worth it because they are savoring the quality ingredients and craftsmanship that went into the beer.
