How can you create a craft beer program that appeals to customers?

1 Know your concept

Your craft beer program should align with your restaurant's concept, theme, and target market. Think about what kind of experience you want to offer your customers, and what kind of beers would complement that. For example, if you run a casual pub or sports bar, you might want to focus on easy-drinking styles, such as lagers, ales, and IPAs. If you run a fine dining or ethnic restaurant, you might want to explore more complex or exotic styles, such as sours, saisons, and barrel-aged beers. You should also research your local market and competitors, and find out what kind of beers are popular, in demand, or underrepresented.

2 Curate your menu

Your craft beer menu should be diverse, balanced, and seasonal. You want to offer a range of styles, flavors, and strengths, so that every customer can find something they like, or discover something new. You also want to avoid having too many similar or overlapping beers, as that can confuse or bore your customers. A good rule of thumb is to have at least one beer from each of the following categories: light, dark, hoppy, malty, fruity, and funky. You should also update your menu regularly, and feature seasonal or limited releases, such as winter warmers, pumpkin ales, or fresh hops.

3 Train your staff

Your staff are the key to selling and serving your craft beers. They should be knowledgeable, enthusiastic, and confident about the beers you offer, and be able to recommend, describe, and pair them with your food. You should invest in regular training sessions, tastings, and quizzes for your staff, and encourage them to learn more about the history, styles, and trends of craft beer. You should also equip them with the proper tools and techniques to pour, present, and store your beers, such as clean glasses, taps, and lines.

4 Manage your budget

Your craft beer program should be profitable, as well as appealing. You need to consider the costs and margins of your beers, and how to price them competitively and fairly. You should also monitor your inventory, sales, and waste, and adjust your orders and menu accordingly. You can use various strategies to optimize your budget, such as buying in bulk, negotiating with suppliers, rotating your stock, and offering discounts or promotions.

5 Promote your program

Your craft beer program should be visible, attractive, and engaging. You need to market your beers to your existing and potential customers, and create a buzz around your program. You can use various channels and methods to promote your program, such as social media, newsletters, websites, blogs, or podcasts. You can also host or participate in events and activities, such as beer festivals, tastings, pairings, or trivia nights. You should also collaborate with other local businesses, such as breweries, distributors, or media outlets, and build a network and community of craft beer lovers.