Beer experience

Hints & tips

Hints & tips

Need this information for your own personal use?

» Download the hints & tips as a PDF 


Promotional tools

When promoting your premium lagers, craft ales and speciality beers, try to emphasise the experience of beer drinking and to be responsive to the senses – seeing, smelling and tasting. If you have a Beer of the Month programme, consider adapting your beers to the different seasons; that way all senses are engaged. Other promotional tools might be introductory discounts or special nights for speciality beers – on evenings that are normally quiet. You could also offer a little snack to go with a certain beer, or compose a Beer Menu that includes several speciality beers in combination with finger food, and with some expert information on the different tastes.

» Learn more about beer & food
» Food pairing ideas for the beers in your assortment
» Download examples of beer menus 
» Download examples of food pairing suggestions 


Beer tastings for customers

When organising a beer tasting for your customers, it is best to select five or six different beers. Be sure that you know your customers: if there are many knowledgeable drinkers amongst them, offer a wider selection of beers and provide more elaborate background information. When the beer tasting is organised for fun, consider using fewer beers and less information.
Offer your beers in a sequence of ascending ABV. It can be effective to start the evening by telling a few myths about beer, or a short history of beer brewing.
Provide evaluation forms so your customers write down their assessments of aroma, sight and taste. You might also want to use a ‘flavour wheel’ to give participants an overview of all aromas and tastes. It is fun to end the evening with a blind tasting. You can charge a fixed price for the beer and snacks.
A beer tasting evening will be an unforgettable experience for your customers; with more knowledge and confidence, they will keep experimenting with different beers in your range, bringing you higher profits. Make sure to announce a beer tasting evening in advance via e-mail, posters, your website and social media.

» Download the history of beer 
» Download the ingredients of beer 
» Download the steps of the brewing process 
» Download all beer types and their characteristics 
» Download the product details of your AB InBev beers 
» Download our tasting toolkit 
» Download our tasting notes for Pils 
» Download our tasting notes for Weissbier 
» Download our tasting notes for Brown Ale 
» Download the myths about beer 

Please ensure that all tasting events are carried out responsibly and at all times in accordance with the laws and regulations. The following link provides guidance.


Beertastings for your staff

Beer-tasting is an ideal way to teach your staff more about the beers they sell. Active selling will be easier for them if they develop some expertise. With more knowledge, your staff can lead customers to premium lagers, craft ales and speciality beers, which have a higher margin of profit. Organising a beer-tasting event for your staff will not only increase their enthusiasm about the products, it will also generate team spirit. Consider inviting a brewery to organise the event, or ask a staff member to share anecdotes about a particular beer. Every beer has its own story.

» Learn more about active selling

Please ensure that all tasting events are carried out responsibly and at all times in accordance with the laws and regulations. The following link provides guidance.


More on promoting beer

You can give special discounts on your premium lager, craft ales and speciality beers, perhaps along with a complementary snack. Another idea is to set up a club for speciality beer lovers. Make sure your outlet becomes the regular hangout for club members, for instance by hosting a monthly gathering, preferably on an evening when it’s usually quiet in your outlet. 
You can also organise a range of promotional activities for your standard lagers: for example a pouring workshop or contest for your customers, a beer quiz or a beer festival with a cluster of activities. Don’t forget to communicate everything well in advance through posters, flyers, e-mail, and social media.


The Beer Bible

Create a guide (in print as well as digitally) with the most important features of the beers in your assortment. This should be your staff’s ‘beer bible’. Make sure to mention name, ABV, taste, country of origin, serving temperature, the right glass to use and suggestions for food pairing. This manual will be a valuable reference book for your entire staff and will inform new employees about the products you sell.

» Download the product details of your AB InBev beers 


Make it visible

Make sure that the beers you sell are visible in your outlet. That can be done by using materials like coasters, posters and table cards, as well as by displaying images, logos and tastes descriptions on your menu. It is also effective to provide beer recommendations with the food items on your menu, next to or instead of wine suggestions. For example, offer tables a 75 cl bottle of speciality beer to share, as an alternative to a bottle of wine.

» Learn more about beer glassware


A balanced assortment

Make sure that your beer assortment balances beer on draught and bottled beer. Be aware that:

  • 70% of consumers prefer draught beer over bottled beer; for better taste and freshness (Opened Mind 2012).
  • Consumers increasingly feel the need to choose: they want to be offered range of options.
  • Preferences differ per season, per region and per type of outlet.
  • Premium lagers and speciality beers have a higher profit margin than standard lagers.
  • For draught beer you need a minimal rotation to ensure that you consistently serve good quality and avoid overspend of costs. Ground rule: install a lager or speciality beer if you sell more than one keg per week. If you sell less, you can check the possibility to offer these beers with the PerfectDraft appliance or bottled.

» Learn more about PerfectDraft


Pricing policy

Make sure to set the correct price levels for the beers you sell. A slightly higher price for premium lagers compared to standard lagers; your customers are also willing to pay extra for speciality beers¹.


Visit a brewery

Visiting a brewery is not only informative; it is also an inspiring event for your customers as well as your staff. It will motivate your staff to learn more about beer and to be able to sell more actively. Your customers will be more committed to your outlet and to the beer you sell.


Vintage beers

Preserve several kegs of the heavier speciality beers with longer expiration dates. Give your customers an unforgettable experience by offering them a sequence of different ‘vintage’ beers to taste. Make sure to have enough information to tell stories about the different beers; for instance what happens to the colour, the aroma and the taste when you preserve a beer for a longer period?

¹ These tips are practical suggestions/recommendations on how to boost your profits. We make no statements on price – retail pricing is at the sole discretion of the customer. We also make no representations – promotional activity permitted by regulation/legislation may vary throughout the UK. We advise you to seek guidance on all applicable legislation and regulation to ensure you sell our products in accordance with the law and any licensing conditions.

Facts and figures to help
grow your business
Are you of legal drinking age in the United Kingdom?
Please enter your date of birth here.