Getting smart about beer sales

Outlets using system see average uplift of 4%, pubco says

BREWING giant Heineken is investing to improve draught beer quality across its Star Pubs & Bars estate through the roll out of its SmartDispense system.
The brewer aims to install the draught cooling systems in 50% of Star Pubs & Bars outlets by the end of 2016.
The pubco claims 160 of its 1100 pubs across the UK will have the new cellar system by the end of this year.
It will then be rolled out to a further 390 pubs over the next two years.
Star Pubs & Bars said priority will be given to refurbishment sites and pubs undergoing external redecoration work; lessees whose premises are not receiving capital expenditure will also be able to request installation.
The pubco, which has 136 outlets in Scotland, said the SmartDispense system, which cools beer as it leaves the barrel, provides consistency and quality and reduces wastage.
The average pub using the system is said to have reported a 4% increase in sales.
Chris Jowsey, trading director at Star Pubs & Bars, said: “Being a part of Heineken brings many benefits to our lessees, not least early access to new products and services.
“We are very excited to be able to make this commitment to a product which will save our lessees time and increase profitability whilst building sales and their reputation for serving outstanding products by delivering improved quality.”

• SmartDispense is said to reduce beer wastage, the frequency of line cleaning and energy bills.
• SmartDispense is said to reduce beer wastage, the frequency of line cleaning and energy bills.

It’s claimed SmartDispense reduces beer wastage, water and cleaning products by 75% while cutting energy bills; it is also said to reduce the need for weekly beer line cleaning.
Bars introducing the new system receive staff training and monthly visits by Innserve to clean the pub’s cider and beer lines.
A 30-point maintenance and quality check is also provided covering everything from product temperature to glassware.
Jowsey added: “Great draught beer and cider perfectly served are one of the unique benefits of drinking in a pub and cannot be replicated at home, providing a key reason for people to visit their local.
“The hallmark of a great pub is a great pint and SmartDispense makes this easily achievable for any operator.”