New bottle shop suggestions

You're opening a Craft Beer Store and you're asking US for suggestions?

 

One of the biggest things for me starting out into craft beer was simply the option of buying just 1 bottle out of a pack. Simply allowing the freedom for experimentation was huge, you don't have to commit $10 to a six pack of something you will hate.

 

I understand your intentions, but to be honest, I usually look at store pre-mixed 6 packs very unfavorably. Just let me buy the ones I want and keep it simple. I can't imagine these putting "bmc drinkers on a path." Apologies for being blunt - I'm just trying to help.

 

Why would he not do some market research?

If you think the mixed sixers for BMC drinkers might work, you could probably expand on that path. Red wine drinkers, white wine drinkers (belgians fill that transition well, peaty whiskey drinkers (same crowd is often into hop-heavy IPAs), etc.

 

My local store used to make up mixed packs of seasonals - German Oktoberfests, US Oktoberfests, winter warmers, Christmas, spring and summer beers of a common style, etc. While I would typically never buy "store made" mixed packs, that made sense to me because the beers are only going to be stocked for a couple of months, so it was an easy way to sample the current releases and go back and buy my favorites.

 

Have a well lit store with price signs you can see easily. Have fresh beer and don't let your customers go away without at least saying hello to them . Be as knowlegebale as you are but understand that most people have to try it for themselves and when people ask advice what they want is for you to say that the beer they have laready chosen and hold in their hands is good. Keep the bottles free from dust but understand that old beer tastes bad and no amount of cleaning will bring that customer back. Don't hide the special releases from the people who will walk in off the street. keep singles within reach by pricing reasonably. Favor locals.

You can do it!

 

I think a lot of this could be mitigated through having an involved and knowledgeable staff. Having samplings can also sway customers. I've seen many a BMC drinker put down cases of their preferred beer for craft offerings after a few tastes. I feel your idea could be better served as a training tool and job aid for your employees. Pre-packaging limits your options and raises costs. You could offer a % off when someone fills a six.

 

I think the concept could go somewhere. But if people didn't know what style they were looking for wouldn't it still be an issue being stuck with 6 IPA's (or whatever) when you aren't sure if you like IPA's or not?

 

Really like the idea!
I think you could probably figure out some popular ones in each particular style that are fairly true to style. I'd also include some local and regional ones.

Beginner: I just included easier beers that are different styles and included a few classics. Could sub a good IPA.
-Brooklyn Lager or Blue Point Toasted Lager
-Paulaner Natural Hefeweizen
-Anchor Steam
-Fat Tire or Bell's Amber
-Sierra Nevada PA
-Left Hand Milk Stout (or Nitro)

Hop: Not sure of options in NY. I avoided DIPAs for beginners! but you could include a sweeter one.
-GL Burning River PA (give idea of English style)
-Sierra Nevada PA or Lagunitas New Dogtown PA
-Oskar Blues Dale's PA
-Dogfish Head 60-Minute IPA
-Stone IPA
-Bell's 2-Hearted

Malt: I went across the range of darker beers.
-Bell's Amber or Stone Levitation
-NB Fat Tire (unless it's too popular and obvious), otherwise a good ESB like Left Hand Sawtooth Ale
-Brooklyn Brown or Bell's Best Brown (seasonal though. Avery Ellie's Brown a 3rd)
-Old Chub, Dirty Bastard, or Claymore Scotch ales
-Porters - GL Edmund Fitzgerald, Bell's or Founders Porter
-Stouts - Left Hand Milk Stout (or Nitro) - keeping it simple for beginners

Belgian: I'd avoid sours probably for beginners. Could do a lambic though. This one is tough because of price points. I also listed true Belgians only, but you could sub U.S. versions, and one in most major categories. Major a 4-pack to keep costs lower?
-Hoegaarden
-Leffe Blonde
-Duvel
-Westmalle Tripel
-Chimay Red
-Rochefort 8

 

If this is the case... and there is also an existing consumer base for the beer you'd stock, I think utopiajane's suggestions would act as the differentiations you seek. Be careful not to focus too much on the consumer base that isn't there yet or the consumer base in transition.

 

Some good ideas. I know from my experience if you are trying to introduce someone to beer that tastes like beer I would definatly start with well made lagers and belgian ales. One of the first (excluding a few Sam Adams) craft/micros I had was Great Lakes Burning River Pale Ale. I thought it was Lake Erie water with hops, and it scared me away from trying any Great Lakes brews for many years as well as any other APA or IPA. There is a huge jump from a Bud, Corona, Miller Lite, etc to a Boston Lager, Hoegaarden, or Fat Tire but the jump from adjuncts to a porter, stout, or IPA sends a lot of people running back. Great Lakes actually has the "tasting"12 pack that explains how to progress through them much like you are thinking.

 

Great suggestions. I think my list would be nearly same. May add some Smithwick's/Guiness/Murphy's

 

I'm not suggesting all store owners shouldn't learn something but you've been on BA since 2008 and you're opening a store. You must know enough, right?