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/63431
asks Ryan Conklin, head barman of Euclid Hall Bar & Kitchen in Denver, which has 13 beers on tap, 35 in bottles, 12 special feature beers and 25 cellar beers. Sales fi gures support that and off er a challenge to the category. According to the Beverage Information Group, Cheers' parent company, cumulative sales of the top 10 light beers dropped 2.1 percent last year. And while the big brands still dominate, some of the market share is being lost to craft beers. Quaker Steak & Lube serves an assortment of light beers. mentioned by their guests. "We rotate in special brews as 'limited time on tap' specials Others say lower alcohol and low calorie are also both and include a guest survey card with those," says Alex Puchner, senior vice president of brewing operations for BJ's Restaurant Brewhouse, based in Huntington Beach, CA with locations in more than 10 states, where light beers are in the $4 to $5 range. ESTABLISHING A DEFINITION Sorting out what the on-premise views as the defi ning characteristics for light brews is part of the on-premise challenge. "From what we've tested, low calorie is important with a light beer. But we have more and more guests asking about alcohol content, so, there is more demand for lower alcohol beers now more than before," says Puchner. At the Dallas-based, Twin Peaks chain, which increased that appeal to the traditional light-beer drinker's palate, but go beyond the typical light beer fl avor profi le. Th ese may have slightly more alcohol than American-style light lagers, but far less than the hop or malt brews of craft beer fame. Sometimes referred to as "bridge" or "gateway" beers, these can help the typical light-lager drinker over the threshold into craft beer camp. Among the oft-mentioned examples are German-style kolsch beers in the 4 to 4.5 percent ABV range that have often been seen as ale's best answer to an American-style light lager. Others say lower alcohol and low calorie are both mentioned EXPANDING THE PROFILE Many operators see also see potential for sessionable beers by guests. "We rotate in special brews as 'limited time on tap' specials and include a guest survey card with those," says Brewhouse's Puchner. He adds that, "We have more and more guests asking about alcohol content, so, there is more demand for lower alcohol beers now more than before. " At Twin Peaks, "Light beer generally means less alcohol content, but with the recent emphasis on healthy eating and the popularity of beers like Michelob Ultra and MGD 64, it defi nitely partners with a connotation of fewer calories," says Miller. "Also, now that it's become trendy to appreciate more stylistic Breweries, which operates the Rock Bottom, Old Chicago and the Gordon Biersch concepts, says Tom Dargen, director of the company's brewing operations. Part of the challenge may be in providing the facets that its standard number of taps to 16-plus in 2009, "Light beer generally means less alcohol content …. [and it] defi nitely partners with a connotation of fewer calories," says Meggie Miller, marketing director. Light beers are $3.25 during happy hour; $4.25 otherwise. Th e same is true at 200-unit CraftWorks Restaurants & guests want in this category. "We fi rst try to identify the core curiosity, asking, 'What are you in the mood for?' And, 'when you say light, do you want low calorie, low-carb, light body?' " 28 | MAY 2012 drinks light beer usually prefers something light, crisp clean, well-balanced and drinkable," says Dargen. REDEFINING THE "TASTE PROFILE" Bartender Greg Buttera heads the beer program at Th e varieties of beer, the phrase light is understood more often as a way to describe the body of the beer." Light beers are $3.25 during happy hour; $4.25 otherwise. Th e same is true at CraftWorks. "Someone who normally Barrelhouse Flat in Chicago, where 12 draft handles and 20 bottled beers dispense mainly geeky, high-octane craft brews of an obscure, highly allocated or experimental nature. Buttera says he tends to off er Miller High Life ($3) or Schlitz ($4), in answer to a "lightest beer on off er" request. But when the opportunity to pilot a fl avor journey presents itself, he takes full advantage. www.cheersonline.com