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World of Beer taverns, like the location shown aove, typically boast exposed brick walls, deep wood-tone finishes and highly visible taps and bottled beer in refrigerators. Left, the operator's bevy of specialty beer glassware. offerings by style, with data on the beer's alcohol by volume, country of origin, and price to help consumers. Each franchise focuses on local craft breweries, and before opening, each manager visits and tours nearby breweries to introduce the WOB concept and suggest on-premise promotions. "We don't rely on the menu alone to make the beer sale," Spiral-bound beer menus for World of Beer taverns list says Foster. "We teach our servers to use the menus as an introduction." Every World of Beer staff member attends the two-week Beer School, "so servers can identify a beer by its style, origin, the proper glass for presentation, and anecdotes and a fun story to tell about the brewery and each beer we carry," says Foster. "We don't want to take a cookie-cutter approach." The Yard House builds its reputation for service on staff Cicerone server program, and we need that blend of knowledge and service." Some training programs are specific to a single brewery. For example, New Belgium Brewing Co. offers the "Beer Confidence" training program for beer distributors and sales reps to better understand their beers, and is now rolling out the same program for on-premise sales and servers. "We want people presenting our beer to understand the brewing process and unique flavors," says Oziel, "and maintaining draft quality is a big part of that training." Quality is the underpinning for all draft beer sales. "Draft is training conducted upon hiring and continuing as it introduces new beers. "We offer beer classes every two months as we bring in new brands," says Snider. For instance, "We set up a training room for staff tastings, definitely craft friendly," says Andy Rattner, area sales manager for Boulder Beer Co. "Where we as a segment once struggled to convince accounts to try our new beer styles, we now enjoy substantially more receptiveness." Along with that willingness to try new beers on draft comes set up school room style, with a progressive sampling of beers," Snider says. "The instructor reviews the flavor profiles, styles, ABV and descriptors so everyone can take the information and use it to the best effect. Everyone on our beverage team takes the www.cheersonline.com more variety in specialty and experimental brews. "The lack of consumer brand loyalty within the craft beer segment actually helps develop a culture of camaraderie," adds Rattner. This may help spur more collaborative brewing and special beer releases for festivals and seasonal events. Beer and Food. Writer Lucy Saunders is the author of The Best of American NOVEMBER/DECEMBER 2012 | 43