Trend 1

Quality is one of the most important success factors in the on-trade

Quality counts
AB InBev has done extensive research into beer-drinkers and their choices, which has shown that customers are becoming increasingly critical of quality standards where beer is concerned. If the quality of beer is poor, customers will either walk away or order something else. Many are willing to pay extra for better quality (Genesis 2008).

Research by numbers
To be precise, the research showed that 34% of consumers will go to a different outlet and 49% will not order the same beer twice if the quality is considered poor. More than half of the consumers surveyed, said they were willing to pay more for a good quality product (Genesis 2008).

Trend 2

Hygiene procedures are vital for the taste of beer

Good hygiene
Clean lines are vital for the quality of beer: not only in terms of health, but also in terms of good taste. The taste of beer can be damaged by diverse micro-organisms that can contaminate your beer cellar, lines and dispense taps if hygiene procedures are not followed.

What micro-organisms do
Wild yeast in dirty beer lines, uncleaned drip trays and contaminated cellars result in fobbing and off flavours. Bacteria can produce vinegar or butterscotch flavours and hazy beer. Mold found on dirty cellar walls, keg couplers and glass washers, will spoil beer and represent a health hazard.

Trend 3

Proper maintenance of your beer products can save you a lot of money

How much is wasted?
Filling one drip tray each day with wasted beer is equivalent to almost £14,000 per year in ‘lost’ sales at £2.50 a pint (BBPA). That is a lot of money. So imagine how much money can be wasted due to fobbing caused by dirty lines, high cellar temperature and casks or kegs that have been used for too long.

Reduce wastage by…
Having fewer taps on the bar leads to lower line-cleaning losses. For instance, if each line holds about 2 pints of beer, you can save up to £250 per tap each year (BBPA). Be sure to stock cask sizes that you can sell within 3 days of putting them on sale. That way you prevent containers from being returned.

Trend 4

Using the special Stella Artois Chalice: serving more quality and driving a better business

Creating quality
The Chalice co-creates the quality of the beer. The shape of the body allows the beer to breathe and enhances head retention. The contour at the bottom produces a wave when the beer is poured, providing an ideal balance between beer and foam. By holding the stem, the beer stays cold much longer.

Increasing sales
Using the Chalice also involves some business advantages. Usage may increase sales by 7.3% for experience, taste and temperature reasons (Holly Data 2011). Also, serving Stella Artois from a Chalice increases the consumers' willingness to pay more by 67% and their perception of high quality by 20% (Synovate 2012).

Trend 5

Many beer lovers prefer a freshly tapped pint from the keg

Draught beer
Research shows that 70% of all consumers prefer draught beers to bottled beers (OpenedMind 2013). However, a freshly tapped pint has long been an impossible dream for low throughput outlets and for those without the capacity to house draught beer.

Customised draught quality
With the innovation of the PerfectDraft, a tailor-made draught solution was born. The returnable 6-litre keg has a six-month shelf-life and the contents stay fresh up to 21 days after opening. The size of the PerfectDraft is extremely convenient. Featuring an integrated compressor, the PerfectDraft guarantees consistent draught quality.

» Learn more about PerfectDraft in on-trade