Satisfy savvy guests by serving craft beer the right way.
Nothing beats a beautiful glass of beer. It can set a good tone for an entire guest visit, and it shows your customers you care about all the little details that add up to a wonderful dining experience.
“The beer is often the first thing on the table, so it’s a chance to make a good first impression—or a bad one,” says Ray Daniels, the founder of the Cicerone Certification Program, an organization that has taught more than 10,000 servers the art of presenting beer in the best way possible.
“Too often, a great beer is ruined in the last 10 yards—the distance between the keg and the table,” Daniels laments.
Once it leaves the confines of the keg, a beer is vulnerable to the whims of tap line sanitation, the temperature at which it is served, and the kind of glass the bartender chooses to put it in.
“All of these things ultimately affect how your beer-drinking customers feel about their visit to your restaurant,” says Daniels.
While many restaurants and bars keep their tap lines clean, fewer have caught on to the nuances of serving craft beers at the right temperature and in glasses that bring out the best in these brews.
The choice of glass determines many things—how a beer tastes, what impression this important part of the dining experience makes on your guests, and how much profit you make from each pour.
“At minimum, you need to have the right size glass for the beers you serve,” Daniels tells FSR. “A keg of high ABV imperial stout is going to cost you a lot more than a keg of lager or pale ale,” he says, “and you can’t take the same approach to selling both.”