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: https://read.dmtmag.com/i/30177
Th e Tavern on Mill is Verant Group’s largest facility with over 7,000 square feet of bar, restaurant and patio space. Located just off the main commercial street and just blocks from Arizona State University, Th e Tavern on Mill has three patios providing almost as much seating space outdoors as inside. Th irty fl at screens display the latest music videos, sports games and more. Th e Tavern on Mill off ers southwestern cuisine and is known for its well-rounded beer selection. General manager Nic Kelly says, “Out of all beer sold at Tavern on Mill, our light beers, Miller Lite, Coors Light on draft and in bottles, make up almost 40 to 45 percent of sales. It’s a solid performing category.” Pricing is moderate, in keeping with the younger clientele, and, “We do off er 22-ounce beers for all of our draft brands. Miller and Coors are priced at $4.50 during non-specials and only $3 for ‘Big Ol’ Beer’ Mondays.” Kelly adds, “We ran the Bet on Taste promotion for almost four months during the fall of 2010 sporting events with our distributor, which had reps in the fi eld sampling and educating clientele along with the tasting.” Similarly, the energetic servers at the Tilted Kilt chain of craft Miller Light’s Bet on Taste promotion (shown in both pictures) has been a big success for many operators. beer bars fi nd that draft is a strong seller. Th e Tempe, Arizona- based chain has 45 franchised units in 18 states, with 18 more slated to open in the next 12 months. Units range from 5,000 to 7,500 square feet, with lots of fl at screens showing sports. According to training director John Stevenson, “Every Tilted Kilt franchise features at least one light brand on tap: usually Bud Light, Miller Lite and Coors Light, because they are solid performers; and in many franchises along the east coast, Yuengling Light Lager sells well,” in part thanks to its status as an all American and independently owned brewery. Stevenson says, “Most of our restaurants’ sales are 50-50 benefi ted from its fi rst ever national ad campaign, featuring the “always smooth Keith Stone” character and the “Bet on Taste” promotion has Miller Lite winning taste-tests on premise. Th e bright side of light beer sales can be summed up in two words: on tap. Across the country, operators are enthusiastic about light beers on draft. TAP IS TOPS Operators across the country are fi nding the light beer on draft is the preferred mode of consumption for many of their customers. Th e Verant Group of sports bars in Southern California and Arizona is headquartered in San Diego and shows strong sales of light brands on draft, particularly in the college and university areas where most of their eight units are located. Th e Tavern on Mill, a Verant Group unit in Tempe, Arizona, draws almost 50 percent of its beer sales from light beer on draft and in bottles, thanks to on-premise promotions such as “Bet on Taste,” competitive blind tastings of Miller Lite and other brands. 40 | MAY 2011 food and beverage, with gross beverage sales that range from $1 million to $2.5 million. Across all units, 70 percent of our beer sales are in draft, and most units have 25 to 35 fonts, with prices ranging from $2.50 to $3 for domestic light beers, and other styles served in 20-ounce glasses are $4 to $5, with imported brands about a dollar more.” Some units also sell a lot of bottled Michelob Ultra or MGD 64. Each franchisee is encouraged to customize beer selections to cater to local tastes, Stevenson adds, so there’s “varying degrees of demand for bottled imported light beer such as Amstel Light, Corona Light, Heineken Premium Light, or Red Stripe Light.” And craft light beer crossovers are off ered too, such as Sam Adams Light. BEER IN THE MIX AND CALORIE COUNTING At some bars light beer is also beginning to play a role in cocktails. Tilted Kilt off ers a handful of them—priced from $5.50 to $6.50—most of which use light beer as a base. Th e Th ree Amigos features light beer, mixed with Grand Marnier and 1800 Silver, a dash of fresh sour and topped with Sprite; or the Raspberry Shandy, which blends light beer with lemon soda (as in a traditional British shandy) but spiked with Grand Marnier and Monin raspberry syrup. Th e brands used vary from location to location. www.cheersonline.com