Ask An Expert: Offering beer samples

I've noticed some pubs promote their beers, especially cask ales, by offering customers a taster. What's the best way of going about this? Are there any legalities I need to be aware of?

Offering tasters is a great way of engaging customers and encouraging them to explore the diversity of tastes beer offers. Many people are reluctant to buy a beer they've not tried, so remove the 'fear factor' with a taster and you'll reap the benefits when they come back for a pint.

Pour enough of the beer to give them a good taste and use a smart glass - such as the new Beautiful Beer glass (pictured).

Don't just pour the beer and leave them to it. Serving a taster is an opportunity to talk about the beer's taste, ingredients and strength, where it's brewed and the food it will match. And don't just limit it to cask ales - there are other beer styles customers may not have tried, such as wheat or fruit beers.

If the customer doesn't like the taster, find out what they might like and offer an alternative.

This means you and your team will need to know your stuff! Find tasting notes for every beer you offer, stage a tasting evening for staff and consider one of the beer appreciation courses offered by the Beer Academy (www.beeracademy.co.uk).

There are no legal implications to tasters but you should check your pub company's policy as it may want you to account for all beer dispensed.

Ros Shiel works for Beautiful Beer, the industry's campaign to encourage more people to choose beer on more occasions - www.beautifulbeer.com​