Crafting the Perfect Beer MenuCrafting the Perfect Beer Menu

Using style and variety to maximize the profitability and appeal of your beer list

No one would think to write a food menu like No one would think to write a food menu like this…this…

MenuPenne alla Bolognese

Linguine alla Bolognese

Fettuccini alla Bolognese

Maccheroni alla Bolognese

Farfalle alla Bolognese

Fusilli alla Bolognese

Rotini alla Bolognese

Strozzapreti alla Bolognese

Rigatoni alla Bolognese

Capellini alla Bolognese

Pappardelle alla Bolognese

Tagliatelle alla Bolognese

So why do so many beer menus look like this?So why do so many beer menus look like this?

Beer ListAmerican LagerAmerican LagerAmerican LagerAmerican Lager

American Light LagerAmerican Light LagerInternational LagerInternational LagerInternational Lager

Especially when they could look like this…Especially when they could look like this…

Beer ListAmerican Lager German PilsnerHefeweizenAmerican Lager Czech Pilsner Belgian

Wheat BeerAmerican Light Lager Bock Belgian Abbey AleAmerican Light Lager Doppelbock Belgian

Specialty BeerInternational Lager British Pale Ale American

Specialty BeerAmerican Pale Ale British Brown Ale

BarleywineAmerican Pale Ale Stout Scottish

Strong AleAmerican IPA Strong Stout Fruit BeerAmerican Amber Ale Seasonal Beer Spiced Beer

Or this…Or this…

Beer ListAmerican Lager Hefeweizen American Lager Belgian Wheat BeerAmerican Light Lager Belgian Abbey AleInternational Lager American Specialty BeerCzech Pilsner StoutAmerican Pale Ale Belgian Specialty Beer American IPA Fruit Beer British Pale Ale Seasonal Beer

Or even this?Or even this?

Beer ListAmerican Lager

American Light LagerInternational Lager

American Pale Ale/IPABelgian or German Specialty

Seasonal Beer

Key Factors in Developing a Beer List in Key Factors in Developing a Beer List in 20092009

The Long, Lingering Death of the Brand Loyalist• While “one beer, one brand” consumers still exist, they are fast becoming an endangered species.• Today’s beer drinker knows more than just pale lagers and light beers.• “Selection” no longer means just providing a single pale ale to complement the lagers available, but stocking a true variety of brands and, most importantly, styles.• Today’s beer consumer expects selection, especially in urban areas.

Key Factors in Developing a Beer List in Key Factors in Developing a Beer List in 20092009

Themes Count

• Beers are now available from all over the world, so there’s no excuse for not continuing a restaurant’s theme over to the beer list.• Italian restaurants tend to feature Italian wines, and so they should also highlight Italian beers, Spanish restaurants should feature Spanish beers, and so on.• As a single Chianti would not be considered “featuring Italian wines,” neither does a token beer from the theme country stand for all that nation’s beers.• Use available resources to find appropriate ales and lagers, especially Internet sites such as ratebeer.com and beeradvocate.com. Often entire sites are devoted to the beers of a single particular country.

Key Factors in Developing a Beer List in Key Factors in Developing a Beer List in 20092009

Food Counts

• Increasingly, restaurant patrons are showing interest in and demonstrating knowledge of pairing beer and food.• In tough economic times, a premium bottle of beer, such as a 750 ml bottle of strong Belgian ale, may be seen by the customer as an attractive alternative to a pricey bottle of wine, less costly for them than a bottle of wine and more profitable for you than a glass of wine. • Take note of food and beer affinities. A steak house, for example, should offer a variety of robust, steak-friendly ales, rather than just a meager selection of pale lagers.

Key Factors in Developing a Beer List in Key Factors in Developing a Beer List in 20092009

Show Off Your List

• Few managers would be willing to rely on the memories of their servers to promote their wine lists, yet many regularly leave it to staff to recite their beer lists.• Saying “We have everything” might have worked at one time, but now the market is far too broad.• Avoid “ghettoizing” your beer list to a tiny corner of the back page of your wine list. It trivializes the selection and disinclines customers to take it seriously.• Think of inventive ways to categorize your beers beyond country and style. “Rich and Full-Bodied” and “Light and Refreshing” instead of “Dark Ales” and “Lagers,” for example.

Key Factors in Developing a Beer List in Key Factors in Developing a Beer List in 20092009

Educate Your Staff

• Customers have a right to expect a correct answer when they ask a server if such-and-such a beer is a lager or ale. Even today, servers often react slack-jawed to even such basic queries.• Servers should be schooled on every style carried, from lager to pale ale to Belgian abbey ale.• For best results, equip your staff to answer questions about which beers would best compliment specific menu items.• Make certain that service standards are maintained for pouring and presenting beer, just as you do for wine service.

In the Long Run, Crafting a Successful Beer In the Long Run, Crafting a Successful Beer Menu isn’t Rocket Science, just remember…Menu isn’t Rocket Science, just remember…

Don’t underestimate your clientele, they’re likely more beer savvy than you think;

Do offer tastes of draft beers for people unfamiliar with the brands;

Do incorporate seasonality into your menu via “Beers of the Month,” “Rotating Specialties” or “Bartender Selections;”

Don’t worry about being different from your competitors, since specific beers unavailable elsewhere will keep customers coming back for more;

Do make use of available information resources – web sites, beer magazines and books – and get your staff involved;

Don’t be afraid of change; and Do think of how your beer list reflects the status and reputation of

your establishment.

Presented by Stephen BeaumontPresented by Stephen BeaumontVeteran beer and drinks writer; author or co-author of

six books on beer, including the forthcoming beerbistro Cookbook; creator of countless beer menus

for independent restaurants and large chains, including 2009 Beverage Excellence Award Winner, ESPN Zone;

co-owner of acclaimed Toronto beer cuisine restaurant, beerbistro.

Reach him at beaumont@worldofbeer.com