Light Beer
Evolution The popular category
expands in new directions. By Monica Kass Rogers
L
grow their off erings. "Light beers are still huge," says Chris Jecha, beverage director at Jake Melnick's Corner Tap in Chicago, a bar with 34 beers on tap, 72 in bottles and 15 in cans, priced in the $3 to $5 range. While this category remains front of mind, there's very little
ight beers remain a serious category that continues to dominate on-premise beer sales. Given its continued success, operators are still looking for inventive new ways to
clear defi nition about what "light beer" actually means, so which aspect guests really want when they order a light beer varies. Some operators say their research indicates that the biggest association with "light" is a low-calorie and less fi lling beverage. "In that order," says Kate Malaniak, senior director of food
and beverage for Sharon, PA-based Quaker Steak & Lube chain. At the chain, 60 percent of beer sales are light beers, largely, says Malaniak, because they pair so well with food. Light beers average from $2.75 to $3.50 a bottle.
www.cheersonline.com MAY 2012 | 27
