Charity Beers & Sales - (Sales Class)

 In case you hadn’t heard, or you just got out of hibernation (I don’t blame you considering the amount of cold weather in this province), recently the female brew students of the Brewmaster program got together to brew a beer called Calamity Jane. Part of the proceeds of this beer will go to a women’s charity in Alberta and the Pink Boots Society. If you missed the story, check it out at my “brew-sister’s” blog .

It was discussed in my Brewing Sales & Promotions class that some businesses can receive a plethora of calls from various charities asking for charitable donations. It was also brought to my attention by my instructor, which made me really uncomfortable to hear, that charity events are often viewed as a loss in sales for businesses. Why is that? Has it always been that way? Wouldn’t the social media presence alone encourage the sale of this beer?

I can only speak for myself in that within me it creates a stronger bond with that brewery. It shows that a company is just not about making a buck and also wants to support their community.

One night, I got to thinking of all the breweries that do charity events or brews that I know. I’m sure there are a myriad of them out there and I could easily create a book. The notable ones that stick out in my mind are (in no particular order):

This is the beer from Phillips that I had

Phillips Brewing – they conduct a Benefit Brew where the public votes on which charity they donate via creation of a special edition brew. This year they have two Benefit brews – one for BC and one for Alberta. Don’t believe me? Check it out here:

I managed to snag their milk stout a year or so ago and really enjoyed it. The challenge with this program is that almost every time I want to get the beer, it’s gone from stores.

Central City Brewery Imperial IPA for Autism – This is a pretty extensive program that connects with the Canucks Autism Network (CAN) to build awareness. I’ve had this beer and it’s a cacophony of melon, red ruby grapefruit, passionfruit and typical Northwest hop personality backed by Central City craftsmanship. I hope Central City Brewery keeps putting out this beer because you get to help a worthy cause and drink great beer. You can read about this program more here.

This beer brings back memories...good ones.

Tree Brewing’s Community Pint – At Tree Brewing’s recently opened Beer Institute they had Community Pint night every Tuesday for the month of February where 50 cents from each pint sold was to be donated to a local charity. They do a similar thing in their tasting room located at their brewery where a portion of the tasting fee goes to a different charity for each month of the year. They have also been involved with the BC Fire ReLeaf Fund, Cops For Kids, Ski To Sea and the many charitable donations made throughout the year. I like the idea that a specific beer doesn’t need to be purchased to see some kickback to the community.

Read a bit about the Community Pint here.

Alberta Beer Festivals – Yes, yes, I realize that this group isn’t a brewery but their mission statement is 

“Alberta Beer Festivals is a forum for breweries to share their stories, passions and products with beer enthusiasts of Western Canada. We create a positive impact in the beer industry, local charities and within our community”. Bill Robinson and his team are a great asset to the growing craft beer community in Alberta. They’re not about being at the forefront per se, moreso about allowing the brewing industry to unite under their own terms in a venue of camaraderie for the sake of the industry. I’ve had the pleasure of meeting Bill, Mark, & Brett when they came up and gave a talk to us students. A great crew that have a provincial reach to numerous charities. Peruse their slick and updated website at this link. 

Honestly, I think that positivity and charity events will pay off in cross-marketing & promotions, collaboration brews and projects, sponsorship and involvements that can only benefit a brewery. Maybe I’m just naïve in thinking that helping out a charity is a loss in profitability.  I can understand that a brewery would have to pick and choose which charity / charities to assist that may better work with a brewery’s ideals and mission statement.

I believe with volunteer and charity work, what may not emerge with financial ROI will come back in good energy and an even better name by your consumers. Maybe that’s why this student of beer is growing his hair long and has a charity event planned that involves cutting off his hair for Cancer Kids. Now how do I go about putting that one together? I have a few more years at least so my hair gets to the length I want.

Thanks for reading,

BeerLearner

PS: What other charity beers or beer events stand out with YOU? Feel free to list them in the comments. What’s great is that there is no wrong answer here.

Beer Servers: An Open Letter of Sorts - Sales Class

      Too many times I've been to a restaurant that serves craft beer and I end up with a server that has between little and zero interest in the beer they are serving. Tragically this is too often the case. In the booming craft beer industry where beer representation is becoming more competitive lack of service in this regard can be disconcerting. Now I don’t expect every single server to have an extensive amount of beer knowledge; I’m merely looking for a happy medium.

To me, a server is the connecting point to the consumer that represents the establishment and the kitchen. The customer’s expectations of you will likely be higher if you work in a big taphouse. Yes, being a server is a tough job (I know I’ve been one before) but with a little extra effort, one can evolve from being a mere mouth breather that delivers my order and takes my money.

So servers, please pay attention. Here are some insights that may assist in you providing superior service to not just us beer nerds, but all your patrons. (Oh, and if you’re already doing all of this, then you’re all sorts of awesome and have nothing to worry about – Keep on, keepin’ on!)

Use your words - The prof that teaches us brew students Sensory Evaluation constantly tells us (and for good reason) to avoid describing a beer using just the following words:

Hoppy, Malty, Bitter, Sweet, Dark, Light

Words to live by....see what I did there?

For servers to tell someone that a beer is “dark” will severely limit the average customer’s choice. Why? Because as soon as you say “Dark beer”, the customer automatically compares it to Guinness. Why is this bad? Because believe it or not, not every “dark” beer is like Guinness (Insert sarcasm here) (GASP! NO! REALLY? YOU THINK?) That’s like telling people that all white meat in the world tastes like chicken. (Psst, raw oysters don’t taste like chicken btw)

                Sure a beer can be “hoppy” but start looking at what the hops remind you of. Citrus? Grapefruit? 

How can a server expand the beer vocab? Reading any sales info from the beer sales rep helps. Ask the bartender (Note: I know a few of my brew colleagues don’t think too highly of bartenders in general but bear with). If in a brewpub, then ask the brewer. You could even take a course like this one. Taking that extra bit of initiative to learn will carry you a long way.

DON’T offer me your beer opinion (unless I ask for it) – I’ve seen servers do this when they rattle off a beer list off by heart. There are a few that will even say “I LOVE Shock Top” when they finished their list of primarily domestic brands. I get that a server is trying to be suggestive (maybe they get a spiff for selling out a specific brand) but the average beer nerd won’t like that. What if I absolutely loathe, hate, & despise the beer you’re suggesting with every fiber of my being? Guess what, you just peeved me off (Note: it takes a LOT for me to hate something, No seriously, you’d have to work at it.)

Yeah, don't do this...be an advocate for your brands.

                If I do ask for your opinion (and I do that from time to time) about a specific beer like an IPA and you say “I don’t like IPAs.” then you’ve just shot yourself in the foot.  You’re the advocate for the brands your restaurant serves! If you don’t like it, why would I ever want to try it? I’m putting my trust in you. Instead, try meeting me halfway with a modicum of honesty and try something like “I’ve tried it. It’s a bit bitter for me but I can see why people would like it” or “I find it an acquired taste”

The best servers I’ve had say the above followed up with “I an amber ale guy” or “I’m a hefeweizen girl!” I remember one female server saying “I’m all about the Kronenbourg Blanc. What can I say? I like fruity drinks!” all with a pleasant shrug of confidence. I remember looking at my pals at the table with me, nodding, and saying “Alright then.”  I didn’t order her preferred beer but I respected her viewpoint.  

“I don’t drink beer.” – I’ve been told this by too many servers (and ALL of them that say this are female) when I asked which beer on their beer list that they like. First of all I’m thinking, “You’re working in a pub and you don’t like beer?” Ok, granted – a server may be working there to pay for tuition or bills or the like but if you don’t like coffee then why work in a coffee shop? Saying “I don’t drink beer” as you look down your nose at me just makes you look like a snob.  Since you’re looking at me like that, take note of your gratuity going the way of the dodo.

Try saying “I have a hard time with beer” or “Beer doesn’t quite agree with me” and then immediately (I’m talking before I even have a millisecond to register what you just said) hit me with “But I hear that such-and-such beer is popular” or “We just got Acme Specialty beer in last week”  or “Amy, who loves beer really likes Brand X”  I’ve witnessed a few servers get the resident beer-geek server or more knowledgeable one, bring them over to back them up. Gotta love teamwork. I can respect that.  Even using counter-questions such as “It’s not about me though, what do YOU like?” or “What are you in the mood for?” Use those open ended questions to ascertain what I’m willing to order.

Try all the beers the establishment offers – Unless you’re celiac or have some allergic reaction that causes you to sprout extra appendages, please try all the beers you offer. I’m not saying you have to like them, I’m saying that you need to try them.  That way when a customer asks you what the new smoked hefeweizen tastes like then you have an idea of what the beer is about. As a beer nerd, I enjoy hearing what a server thinks of a beer (when I ask them).

Ok, Ok, we believe you when you say you're allergic to beer!

                If you can’t try beer due to medical reasons, then see the replies for “I don’t drink beer” and you’ll be fine.

                If you work in a taphouse that has 20+ taps or so, I can see where trying them all may get a touch challenging depending on how often you rotate brands. I’m pretty reasonable if you say “You asked me about the one beer I haven’t tried yet. Ask me about another one!” or the like. Throw in a smile and we’ll be ok.

Be respectful of my odd glassware requests – When my friends and I go out to a pub for a beer, I almost always let them order their beer first. Why? Because I’m picky. I know I’m picky. I’m paying for a beer and I want it my way…kind of like how I want my sandwiches.  I’ll do my best to be nice about it and I’ll give you lots of thanks (usually in the form of gratuity) if you pay heed to my fastidiousness. 

What I mean is the following:

Frosted beer mug? No thank you...I like to taste my beer. 

• No Cold Beer Glasses please – Please don’t put my beer in a frosted glass / mug. I know I’ll touch on this again and again in future posts but cold is NOT a taste; it denies the ability to taste. Try it. Notice when you drink beer out of a cold glass it mutes everything about the beer from nose to flavor? So, I want to savour my tasty beverage so please indulge my request.

• If I order a bottle, bring me a glass – Or maybe ask me if I want a glass if I’m at a sports pub. It’s just courtesy.

• I’m not fond of Shaker Pints – I have my reasons, most of them listed here . I understand that you may not know all the different names of the glasses that’s why I’ll try and help and get out of my seat, walk over to the bar, and point to the glass I want and say “I’d like my beer in that glass please” Is that extreme? To others, I guess. To my friends, they’re so used to it that they don’t even bat an eyelash.

• Please check your glassware – I WILL return a beer that has a chip on the lip and request a fresh one. Don’t roll your eyes at me when I do so just because you missed it. Simply apologize and get me a new beer. It happens. We’re all human. I won’t be mad but I will be mad if my Czech Lager looks like I added clamato juice to it when I didn’t order any clamato (ick) because I cut my lip. Even if the bottom of the glass has a chip, just don’t chance me cutting my hand on it. How expensive is one glass in the long run?

Now I will always smile and say thank you for serving me my requested beer the way I wanted it…and I’ll send my friends your way to if you do it all with no negativity.

 

That it is, that it is. 

Please Listen when I say the beer might be"off"– I’m confident in my sensory skills to know when something is wrong with my beer and it has to be seriously wrong.I’m not telling you to make your life difficult. I’m bringing this to your attention because I’m going to assume you have pride in your products. Before I let you know of this will have already passed it around the table to my friends to get confirmation that I’m not getting cross flavors from aromas from the food.
     I'm man enough to finish a beer that is not to my liking because I ordered it. I’m willing to meet you halfway, follow you up to the bar, watch you or your bartender pour me a sample of the beer and have me try it again in front of you. That way if you need to either save face or your manager is counting their fluid ounces, the lot of us can come to an agreement. Offer me a different beer and don’t charge me for the replacement. Keep in mind that most customers may not be so accommodating. Meet me halfway and let’s find a compromise.

I know that if I meet a great server that knows his / her beer, accommodates my odd requests, and generates a unique experience for this beer nerd – I will not only make a note of your establishment, I will also take down your name from the bill. (Most receipts have the server's name or the servers sign the bill with their name like a rock star’s autograph and a smiley face)

If you WOW me, I pride myself on having a fat mouth in that I will tell everyone not only to come to your establishment but to get seated in YOUR section…and accept for anyone who will listen to accept no substitute. I’ll use Twitter and ask for the hashtag of your restaurant so that the few followers I have can hear about your exploits. When I come back again, I’ll ask for you by name. If I can’t get seated in your section then I will ensure that I walk by, stop when you’re with a table, apologize for interrupting, and tell your customers how lucky they are to have you as a server.

I hope that helps,

Thanks for reading.

BL

When do beer labels need a facelift? (Beer Thoughts) - Sales Class

I was reading one of my beer books the other day, Beer Quest West by John C. Stott, and came across a picture of a brewer that I know standing in front of the logo of the brewery he worked at. I thought to myself “Hey that brewery’s logo has changed since that picture was taken.”  Then I got to thinking, “I wonder how many breweries have changed their logos over the years?”  After some online searching I was actually surprised as to how often Budweiser has changed their logo over the years. Say what you like about their beer but their label has grown and shifted to fit the times. Check it out here.

Sure big breweries have the money and capital to be able to change their look every decade or so but what about craft breweries? I thought about which BC breweries that have changed their logos (& subsequently labels & packaging). Here are the ones that I can recall off the top of my head (and yes, I realize that I likely missed a few) from BC:

• Howe Sound Brewing Company (Squamish)
• Lighthouse Brewing Company (Victoria)
• Fernie Brewing Company (Fernie)
• Tin Whistle Brewing (Penticton)
• Tree Brewing Company (Kelowna) [Only a slight logo change)
• Mission Springs Brewing Company (Mission)
• Old Yale Brewing (Chilliwack)

The evolution of Howe Sound Brewing's Logo. I've seen a picture of the top logo as part of a sign. I confess that I've never been there so I can't say if it's in front of the brewery. The pictures I got from an image search. 

Then I realized that some Alberta breweries have made some visual changes as well such as:

• Big Rock Brewing (Calgary)
• Wild Rose Brewery (Calgary) [Not their logo but their packaging has changed)
• Jasper Brewing Company (Jasper)

Wild Rose Brewery has undergone a packaging change but no logo change. How come? 

So what prompted these changes? Were sales dropping off? Were customer surveys conducted and beer drinkers said “You’re label is lame! Change it or I’m not buying your beer anymore!”

For Howe Sound Brewing (a personal favorite of mine), I know they have been open since 1989. That means they have had three different logo iterations in 25 years. So should a brewery be changing their label every 10 years in order to stay “hip”?  I like Howe Sound’s recent logo change but I’m not sure I’m sold on their bottle labels (that would be a different blog post).  Does the logo influence people how they purchase product? I would say it does, otherwise why undergo the change? I noticed that Howe Sound, Fernie, Jasper Brewing & Tin Whistle all had more “old fashioned” style fonts in their logo and later switched to a more contemporary look.

Other musings and questions I have:

• What other factors would cause a logo or packaging change? Management or ownership change? I know that Old Yale Brewing in Chilliwack changed hands in 2014 and now they have a different packaging and logo look – coincidence?
• Change in packaging suppliers? Maybe a graphic design company gave a better deal on a new logo or packaging look compared to the old supplier. Maybe getting an order of certain boxes for bottles or cans cost more with the current suppliers and the brewery has gone with a different supplier that is cheaper, hence the new logo.
• Wouldn't a brewery have to change all their merchandise if they altered their logo? Think of all the t-shirts, stationary, glassware, and other items that would need to be changed. Do breweries wait until a given merchandise stock level is low before doing so? I’m curious as to what the financial setbacks are for this sort of change (business card reprints, repainting the company car, new storefront signage, the list goes on). Would the brewery not have to resubmit their logo to various beerfests and the like that showcase their logo? Is such an arduous task? 
• What about digital & online presence? I noticed Lighthouse brewery has a different logo on their Twitter feed. Obviously changing all the social media stuff is easy but an old fashioned use of a search engine can’t eliminate pictures people have taken of the old logo. Would having old logos or the like still online make a difference? (Not that such can really be done about it) Sure I may be grasping at straws here. 
• How much does a logo change alter brand identity? I know that I’ve run into challenges when suggesting beers to people that there can be differences in packaging. I also encounter scenarios when someone asks me if I’ve had “Such-and-such” beer. They can't remember the name but describe the label to me. If the logo and label have changed, you can imagine how frustrating (or I guess entertaining) this can be. 

• I know that Wild Rose Brewery expanded their production so much that they moved to another facility. Did they change the packaging before they move? After? Would expanding into a new facility precipitate a change? 

At the end of the day, it's about what is in the bottle, not so much what is on it. Some of you may be gasping (particularly those affiliated with sales, marketing, graphic design and the like) at how can speak such blasphemies. One of my favorite breweries is Brouwerij De Molen in the Netherlands. Their beers are fantastic and their labels are super simple (there graphic design office must be a sweat shop [Don't trip on the sarcasm there])

I would love to visit De Molen and tell the guys and gals there how much their labels rock. Seriously! 

I may revisit this topic later but more from a packaging perspective (We'll see). What do you, the reader, think of all this? Am I way off base? Am I missing something? Is it a trend? Please comment below (be nice)

Regardless, thanks for reading.

BL