Cheers is dedicated to delivering hospitality professionals the information, insights and data necessary to drive their beverage business by covering trends and innovations in operations, merchandising, service and training.
Issue link: http://read.dmtmag.com/i/123667
is a sessionable beer with a satisfying hoppy bite. "It's the best of both worlds," says Clark. And the venerable Guinness Stout, at 4.2% ABV, fits that category as well, he adds, although the average customer might not realize that. "If a guest is in the mood for a beer that's not too strong, it's nice to know the alcohol content," observes David Coleman, chef at Michael's On Naples in Long Beach, CA, and three Michael's Pizzerias. That's why he lists the ABVs on a chalkboard alongside the beer selections. Lighter-alcohol beers tend to be more of a lunchtime call, he notes. Although Michael's carries a number of sessionable craft beers, the operator doesn't offer any light beers. "We try to stay away from mass-produced beers," Coleman says. The beverages, like the food ingredients, are sourced locally from small producers. The restaurant carries eight to 12 bottled beers; the pizzerias each have eight draft taps, priced from $5 to $7. LEARNING YOUR ABVS Educating the customer is a factor in selling some of the newer lighter style of beer. "The staff engages our guests to let them know about ABV levels of our beers," notes Brendan Hartranft, owner of three taprooms in Philadelphia, which all carry lighter beers such as pilsners and Belgian golden ales. Hartranft is more liberal with his definition of session beer. "I call 6% ABV or under sessionable; I think 5.1% is a little narrow," he says. His Memphis Taproom sports 10 taps, two beer engines and 100 bottles; Local 44 offers 18 taps, two beer engines and one bottle, Orval Trappist Ale; and Resurrection Ale House has 12 taps, one beer engine and 15 bottles. Beers are priced $4 to $7, ranging up to $10 for rare selections. Hartranft has contracted with a local brewer to produce a house beer, called Duet, which is a low-alcohol session beer. "That shows our level of commitment to session beers," he says. Yard House Restaurants also break out its beers' ABV levels, as well as other pertinent details on their lists. Beer drinkers are more knowledgeable and interested in these facts, says Snider. "Some customers breeze through the list, looking for certain regions or styles, which we break out in a progressive format on the menu," he notes, "and other guests look for ABVs, what's under 5% so that they can take a 'tour' of several different beers in one sitting." Snider estimates that about 25% of Yard House's beer offerings fall into the sessionable category of 5% ABV and under. "A number of breweries are starting to focus more on session beers," he says, citing Founders, Lagunitas, Stone, New Belgium, Uinta and Cigar City, among others. He welcomes the change, noting that with a selection as vast at Yard House, customers are able to sample more beers if they are lower in alcohol. "I think you will see more session beers on the market in the future. Operators will have to have at least a couple in their portfolios." Thomas Henry Strenk is a Brooklyn-based freelancer who crafts his own homebrew and writes about all things drinkable. www.cheersonline.com Taps at Yard House, where the major brands remain the top sellers in light beer. Spotlight on Cider At an average 4% to 5% ABV, hard cider is light and sessionable, it's naturally gluten-free and its softer, sweeter taste appeals to younger drinkers. Although it's still a niche market—for now—cider has attracted notice from the big beer companies. In the past year, Anheuser-Busch launched Michelob Ultra Light Cider, MillerCoors purchased Crispin Cider and Boston Beer released Angry Orchard Cider. Heineken USA has Strongbow Cider in its quiver and Danish brewer Carlsberg Group is now distributing its Somersby Hard Apple Cider in U.S. markets through Crown Imports. There is also a growing number of small craft-cider producers. "Cider is an emerging category. Everyone is trying to jump on board," says Kate Malaniak, senior director of food & beverage for Quaker Steak & Lube. The chain conducted a promotion with Angry Orchard this past winter, which was a hit with customers. "We carry one or two ciders, mostly from Normandy," says Brendan Hartranft, owner of three taphouses in Philadelphia. "Generally, those customers are cider enthusiasts or perhaps they are Celiac sufferers who don't like gluten-free beer." Ciders are sessionable offerings, "usually falling in the 3.8% to 5% ABV range," points out Kip Snider, director of beverage at Yard House Restaurants. Yard House offers three to five hard ciders, which varies according to location, but can include Woodchuck, Crispin, Angry Orchard, Widmer Wildwood and Strongbow. Snider plans to keep adding ciders to the rotating tap list. "Cider has always been part of what we do," he notes. —THS MAY 2013 | 39