Make your Beer Sales Profitable

Make your Beer Sales Profitable

The majority of bars, pubs and restaurants will have a variety of beer for sale. Whether it is on tap or in a bottle, a large percentage of profits will be generated from these alcoholic beverages. Although beers are selling, are you maximising your sales potential to increase your already existing profits?

• Stock beers that reflect your customer’s tastes. Stocking a variety of beers is essential. Customers will have their own views on which lager is best or which ale is better. As the choices and the range of products available is so vast, no business will ever realistically be able to offer each and every alternative, so picking a good selection is crucial to meeting customer demand. Aim to include a lighter lager alongside a brand with higher alcohol content and also ales that have differing hop values and characteristics.
• Bear reference to your original concept and theme. If you offer a traditional English theme then the home grown lager and ales will be best suited. If you run an Indian restaurant you may wish to stock Indian beer. Running a European themed bar? Follow through your overall concept and stock German and French etc. beers.
• Offer a ‘special of the week’. Many beer drinkers will stick to what they know and will rarely deviate from their favourite drink. By offering and promoting a new lager or ale of the week you can aim to entice customers to try something that is out of the ordinary.
• Keep your beer at an optimum temperature. The temperature at which a beer is stored can affect the taste and the overall quality of the product.

Optimum beer temperatures

Lagers, wheat beers, pilsners                        7.2C/45F to 10C/50F

Ales, stouts, Indian pale ales                 10C/50F to 12.7C/55F

Strong, dark ales                                 12.7C/55F to 15.5C/60F

• Group your taps together. When a customer stands at a bar they will initially notice the taps on the bar and will therefore in most cases order a drink from the tap as opposed to a bottle. With this principle in mind you should put your most profitable beers on tap and at the forefront of the customers view. Also make sure that your taps are clearly and correctly labelled.
• Aim to keep your beer prices reasonable. Do some research and note what prices are available from your competition. If you are being dramatically out priced you will lose custom. Also think of your main customer demographic and gauge how much finance they have to spare. Families may have to watch the purse strings whereas young, single workers will have much more disposable income. Judge your prices with all factors and information considered.

Top Tip

Always perform a full check, service and maintenance of your taps, pumps and draft systems. Beer lines should be regularly cleaned and the gasses and pressures of each tap and pump should be frequently checked. The wrong gas can ruin the taste of the beer whilst using incorrect pressure will either turn the beer flat or excessively foamy. Regular cleaning and simple checks could prevent any profit loss in the future.

Your beer sales may already be producing great profits but by following and incorporating a few tricks you will surely see your beer profit potential maximised.