The Morning Advertiser is supporting an industry campaign to improve the image of beer and dispense standards in pubs.
This week, British Institute of Innkeeping chief executive John McNamara suggests ways to give staff a broader knowledge of beer Brewing and keeping a real ale is an extremely skilled and complex process. Many ales are made using unique combinations of different hops, some have added secret ingredients like honey or chocolate and alltake time to reach perfect condition in your pub cellar. They must be nurtured and cared forcorrectly if you want to serve your customers the perfect pint.
Lagers must also be kept well, and checked to ensure they are served at the correct temperature with the optimum sparkle through clean dispense equipment. It is worrying, then, that so many pubs have been falling at the final hurdle the last part of the process where the precious product is poured into the glass and presented to the customer. This is arguably the simplest part of the process to get right but the one that can also ruin all that hard work in a few seconds.
It is the failure to serve quality pints of real ales and lagers that has seen beer sales fall consistently over the last few years. The UK pub was founded on the strength of its beers tourists visit us in droves to sample our unique ales. So what can we do to ensure quality and maximise beer sales?
Knowledge is the key thing hereIt is the barstaff who can make or break your pub's reputation for quality beers. So teach them to treat the product with the reverence it deserves and also to spread this knowledge and enthusiasm to the customer and you will reap the rewards. Training your team to both appreciate andmarket your beers is essential if you want toup-sell premium products and improve your pub's reputation for quality.
There are two areas of knowledge they will need:
1. he background knowledge on the brewing process and taste of the products. 2. the skills to really sell that product to the consumer.
British Institute of Innkeeping research has shown that such training can have an instant and quite dramatic impact on your business. Knowledge inspires, motivates and retains staff and can boost sales instantly so what are you waiting for?
For more information on any of the BII courses please call the Camberley offices on 01276 684449.