Trade Talk: Alistair Darby
Alistair Darby, managing director of W&DB Brands, asks why, if fresh food is advertised, fresh beer is not promoted too?
How many pubs can you pass on a 20-mile run? Last weekend I managed over 25 and somehow did not stop in a single one. I did learn two things though: first, don't ever agree to run in the New York Marathon at a riotous Christmas party, after a few pints of Pedigree, and second, 'fresh' is the big thing in pub retailing.
Over half of the pubs that I slogged past were advertising fresh fish or freshly cooked food or fresh vegetables or fresh from the market and so on. Freshness is obviously really important for today's pub diner. Modern supermarkets would agree. What's the first thing you hit in most stores? Fruit and veg.
Hold on a minute. Why does nobody advertise that his or her beer is fresh? Is this because it always is in every single pub and every landlord is getting it right?
Well, I don't think so. Here at WDB Brands we know that our beers are brilliant if the containers they are in are emptied within three days (cask) or five days (keg) from the point at which they are put on sale. Beyond these times they will age and become increasingly disappointing. Hand on heart, how many of the beers on sale in those pubs are being sold quickly so that they are in peak condition? We believe that this applies to any beer brand, whether ale, lager or stout.
As an industry we can get beer dispense equipment right, we can clean lines and glasses, and we can keep beer cool. But all of this is for nothing if the pint being given to that deserving drinker is not fresh.
What's the solution? Well, put simply, get your range right for the amount of beer you're selling: excessive range is the number one cause of low throughput. It's far better to have a tight range of quality beers on sale than loads of beers in poor condition. The majority of beer drinkers want quality before choice.
One thing's for sure: next time I'm running round my neighbourhood I'll definitely stop at the pub advertising 'Brewery fresh beer here, always'!
Alistair Darby is managing director of W&DB Brands.
