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Issue link: https://read.dmtmag.com/i/61309
D favoring craft brands. Many on-premise beer customers focus on draft off erings raft beer is changing: from tap takeover promotions to tap handles that don't even look like brewery packaging; the on-premise environment for draft beer is evolving fast and fi rst, so imagine the surprise when a customer walks into Milwaukee's Rumpus Room and spots an upside down cleaver, antique eggbeaters, rolling pin and other vintage kitchen implements above the draft lines on the back bar. "We decided to avoid the visual clutter of diff erent brands for tap handles," says John Wise, managing partner and director of operations for Bartolotta's Restaurant Group, a multi-concept chain based in Wauwatosa, Wisconsin. Along the 750-square-foot bar at the Rumpus Room, which is part of the Barlolotta group, there are several chalkboards on columns that list the beer specials and noteworthy new releases on draft. A large beer list (about 24 pages) includes regional brands as well as imports such as Aventinus Weizen- Eisbock on draft. Why skip the branded handles? It's all about selling with service, says Wise, "Th is way, customers talk with our servers and bartenders, so we can personally answer questions about what's on tap and get the conversation going. HAND SELLING DRAFT BEER BY THE GLASS With the growing investment in draft lines, operators often ramp up their hand selling of draft beer. Whether off ering tiny samples for customers to try before they buy, or bringing in brewers to create excitement through guided tastings or tap takeovers, operators are making sure customers are sampling a wider variety of beers on draft. Draft beer continues to off er the opportunity for greater key to building excitement about draft beer. More operators report adding sampling programs and tasting fl ights. Jennifer Cooke, beverage director of Phillips Seafood Restaurants, a 15-unit chain based in Baltimore, Maryland, says, "We've introduced new sizes for draft pours and switched our 10 taps in our new location along the Harbor so the drafts are all from local breweries or breweries from states bordering Maryland. We're located in a prime tourism area and to enhance the guests' experience, we want to show them what we actually are doing in Maryland and the region." profi t margins, especially if draft lines are balanced, clean and well maintained to preserve freshness and fl avor (see sidebar). Making it possible for customers to try new beers aff ordably is www.cheersonline.com that we had for most of our existence and moved to Game Day Specials," says Kronebusch. "We believe that 'Every Day is Game Day' at Buff alo Wild Wings so we wanted to enhance Game Day! We now have three off erings instead of the single Beer of the Month. Th ere is a craft, a domestic premium and an import, which allows the guest to have more of variety to choose from and for us to showcase some really great beer." APRIL 2012 | 35 beverages comprise 23.7 percent of total sales for the company; and beer represents almost 77 percent compared to spirits at 22 percent and wine at one percent. Draft beer accounts for 85 percent of total beer sales, and of this, premium domestics are most popular at 58 percent, craft at 28 percent and imported brands at 14 percent of beer total sales. "In 2012, we moved away from beer of the month program unit growth of more than 12 percent per year, with 825 company- owned restaurants and franchises. Along with that growth, Kronebusch sees a very strong shift to craft and local brewers. "I think that many beer consumers are now expanding their palates, they are willing to try something with more body and fl avor, in a wider range of styles," says Kronebusch. "I myself tend to lean towards full bodied-beers such as New Belgium Brewing Co. Fat Tire or Boston Beer Co. Sam Adams Lager, but will still crave a Coors Light or Michelob Ultra on a given day." Th ough BWW's beer prices vary by region, overall, adult took a strong look at the beer category in general, really looking at how we can position ourselves better for our guests," says Todd Kronebusch, vice president of guest experience for Buff alo Wild Wings. "We made the decision in 2010 to expand all new restaurants to 30 taps as well as retrofi tting our existing stores during our remodel process. Th is expansion allows us to focus on four major categories: premium domestics, craft, import and local brewers." Buff alo Wild Wings (BWW), based in Minneapolis, has had glass is $3, a 16-ounce pint is $5 and a 24-ounce pour is $8. "Th e most popular size is the 16-ounce pint, but some visitors prefer to get several 8-ounce glasses to try diff erent beers for less than $10," says Cooke. Bar areas range in size from 1,300 to 1,600 square feet and beer sales are going higher, "Draft is now accounting for as much as 35 percent of all beer sales," says Cooke, adding that Phillips customers are also evaluating draft choices based on ABV as well as beer style. Variety in draft selection attracts new customers. "In 2011 we Pricing for draft beer at Phillips is aff ordable, as an 8-ounce