Like several people tonight, I also got a press release from Greg Koch of Stone Brewing. Stone Brewing has “made a video called ‘Craft Beer Profitability’ that lays out the business case for selling craft beer. [They] believe, and early feedback affirms, that it will be a valuable tool in educating restaurant and bar owners about the benefits of selling craft beer.” Their goal “is to help restaurant and bar owners understand why it is in their best interest to offer great beer choices.”
The video is below, but can also be found at Selling Craft Beer. And you can also download it from there, too, along with a few companion videos that expand on the information in the main one.
If you’re already a beer geek, you’ll probably know and agree with much of the video, but it’s aimed at bar owners who may not yet understand what all the fuss is about craft beer and hits them where they live: profitability. I think it’s a great idea, and hope many bar owners will watch it. The time is right. The numbers definitely bear that out. In some better beer communities, people get it — Philly’s a good example of a place that gets it — but in my experience most do not. In many cities, even in San Francisco, there is a good number of better beer bars, but a majority still don’t carry much, if any craft beer. And that, I believe, needs to change. What’s your take? What would you do differently?
From the website:
This video explains why craft beer can be a better, more profitable choice for bars and restaurants. From higher margins to more loyal customers, craft beer is the best use of valuable draught real estate and bottle lists. Stone Brewing CEO Greg Koch explains why switching from mediocre brands — which can sometimes rely on illegal giveaways and unethical incentives — and switching to quality craft beer will improve the bottom line.