Beer Store Tasting/Sampling Ideas

Discussion in 'Beer Talk' started by shamrock071521, Mar 11, 2013.

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  1. shamrock071521

    shamrock071521 Initiate (0) Aug 23, 2012 Michigan

    So the store I work at is looking to do a beer tasting/sampling in the near future. We've done tastings of liquor before, but never beer. So looking for any input from BAs familiar with this, whether it be organizing or attending them.

    The plan for now is to do a couple tastings in April, probably on a few Friday or Saturday evening for say ~3 or 4 hours each. I'm thinking of putting some sort of theme to them, like IPAs one week, porters/stouts another week, and maybe a variety of Michigan beers for another. What do you think of this? Or would you prefer there be a variety of beer styles at each tasting? I'm leaning towards doing it by style since, even if you've tried all the IPAs we're sampling, maybe you haven't had a chance to compare them side by side. On the flip side, a big motivation for doing this is to maybe 'convert' some of (I'd settle for one ha) of the regular macro drinkers (or liquor/wine drinkers) into at least having an interest in trying some craft beers in the future. For that case I think it might be better to have a wider variety of beer styles. Thoughts?

    I was thinking of doing maybe ~6 or so beers at a time. I'm not too familiar with the Michigan law on this but I know there is some limit to how many ounces you can serve per hour to a person during a sampling which I think also depends on the ABV. So say people could pick 3 or 4 out of the six to sample a 3oz pour. Too many? Too few?

    I've just been spit balling ideas for the last few days about this and would love to hear some input from you all. Cheers!
     
    #1 shamrock071521, Mar 11, 2013
  2. coachdicarlo

    coachdicarlo Aspirant (276) Apr 20, 2012 Missouri

    Have your local breweries come in and do the tasting(s). Less work for you and can't hurt your relationship with them. Plus they know how to properly describe and sell their beers.
     
    #2 coachdicarlo, Mar 11, 2013
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  3. jtierney89

    jtierney89 Initiate (0) Aug 15, 2011 New Jersey

    Having your local brewery rep do the tasting is a much better idea but at the store i manage on nights where there's nothing going on we'll sample some bottles on our own for customers and ask for credit from the distributor or brew rep later. Going by style in my opinion really isn't a good way to capture too many people. The only people that will be willing to try are those into the style you're sampling. It's best to have a variety which also makes it easier to convert your bmc, liqour and even wine customers. A wine drinker isn't going to like the IPA's your sampling even if you do manage to get him to try some but he or she may enjoy a nice belgian ale if one's available.
     
    #3 jtierney89, Mar 11, 2013
  4. brees6221

    brees6221 Initiate (0) Aug 4, 2009 Western Sahara

    I was thinking the same thing. If I walked in and saw a tasting for smoked beers or pumpkin/oktoberfest beers I don't know that I would try any. Tastings are great for education, but within a store the main goal is to increase sales. Also, if you compare 6 IPA's side by side, and 1-2 are clearly the best you'll be killing sales for the other 4 going forward.

    I think the best approach would be to feature a brewery with several styles represented. That would allow you to capture a wide range of customers.

    "I only drink wine" "Try the blueberry wit, I think you'll be able to identify some similarities."

    "I only drink Guinness" "Have you had a breakfast stout? Roasted malts, coffee, would you like to try it?"

    "MILLER LITE 'TIL I DIE" "I've got a pale ale I think you'll love. You won't find it on the hood of a race car, but..."

    If you offer a variety of styles, you should be able to offer a sample and strike up a conversation with just about any customer, except for the ones that say "No thanks" and keep walking.
     
    #4 brees6221, Mar 11, 2013
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  5. mecummins

    mecummins Initiate (0) Nov 16, 2012 Illinois

    I do like the idea of doing one or two nights with a Michigan beer theme. Maybe you can break the tastings down by region to lend some sort of cohesion to the tastings. Have a West Coast night, East Coast night, Chicago night, whatever. That way you can have a variety of styles at each tasting, but still a concrete way to advertize it.
     
    #5 mecummins, Mar 11, 2013
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  6. aasher

    aasher Grand Pooh-Bah (4,557) Jan 27, 2010 Indiana
    Pooh-Bah

    My company hosts a large tasting once a month. Organization and enthusiasm are key so themes are a huge help. Printouts of the beers and information about them, with room for tasting notes or course, make events a more personal experience. It shows that you're willing to invest in them and shows you know what you're talking about as well as passionate.

    It is so easy to do a local, German, English, or Belgian themed event and can really open some eyes. Cheers!
     
    #6 aasher, Mar 11, 2013
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