WITH on-trade visits more expensive for customers than ever, it’s never been more important for venues to offer a quality experience.
And craft brewers have argued that this strengthens the argument for stocking a good range of Scottish craft beers.
“In a competitive environment such as the on-trade, creating memorable experiences is key to being successful, especially in the current climate, where every penny spent by consumers has to be worth it,” said Ben Lockwood, on-trade customer marketing manager at BrewDog.
“That might be achieved through amazing hospitality, service, and a welcoming atmosphere. Or it might be all those things plus an exciting and compelling drinks offer that includes high quality independent craft brands. Adding layers to your offer through more than just mainstream brands will resonate with your customers and give them more reasons to choose your venue over another.”
Jason Clarke, co-founder of Genius Brewing, agreed. He said that, despite the cost of living crisis, ‘the trend for premiumisation continues which will help drive growth in craft beer’.
Clarke added that getting the range right can help avoid confusion.
“Craft beer can appear a cluttered and confusing category with many niche, esoteric products which only appeal to a narrow market,” he said.
“The solution for licensees is to offer a core range of well-known craft beer brands alongside smaller, locally-brewed beers and lower ABV, light craft beers.”
That was echoed by Lockwood at BrewDog, who stressed that every craft product on a bar must be there for a reason.
“Consider how to get the perfect blend of products to really elevate your drinks offer,” he said.
“Consider brand awareness and accessibility, the role a product might play locally, which brands are creating a buzz online and which stand for quality.
“Every product should have a clear role and a reason for being, whilst encouraging premiumisation through very clear steps up the ‘ladder’ of your range.”
And it’s essential that staff are well trained on the venue’s range of craft products, said brewers.
“Craft products enhance the offer from any venue, but you must be able to talk confidently about them, making sure they are served perfectly and displayed in key areas within the venue,” said Crawford Sinclair, commercial director at Innis & Gunn.
“Most craft suppliers will be able to offer good support to help retailers deliver the best consumer experience.”
Clarke at Genius Brewing agreed. He said staff knowledge is ‘vital’ to the success of a craft offer.
“When customers trade up to a craft product they are looking for not just quality but an ‘experience’ beyond the norm,” he said.
“There is also an element of exploration and discovery. Staff must have a solid knowledge of ABVs, hop and flavour profiles, and provenance.”
