Home' National Liquor News : NLN APRIL 2016 Contents 38 | APRIL 2016 NATIONAL LIQUOR NEWS
local and unusual, whereas if it is unusual but not so local, then it might
be a bit more challenging to move the stock."
For Allen the answer is "tastings, tastings, tastings." She adds: "In-
store signage to merchandise beers by style and help explain the different
taste profiles between the styles is also really useful for shoppers."
"Retailers know their customers best and also how they plan on
marketing their individual store. There's no point in having complex craft
beers if there is no current customers asking for these beers and then the
retailer doesn't support with tastings and education. Start with a couple
of entry-level craft beers and build on this, taking your customers with
you on the learning experience. Introduce new or different brands every
few weeks, but be mindful of keeping a good base level of 'go to' craft
beers, as these will end up replacing shopper's mainstream beer picks."
Allen adds: "Craft beer reps and ambassadors love talking about beer to
anyone and everyone. Let us help you educate your customers on craft."
DON'T FEAR THE BEER
For Andy Scade of Little Creatures, retailer and consumer education
are important aspects to fully taking advantage of everything that craft
beer can offer. He says: "For me the main talking point around craft
beers is the 'why' -- why would a person want to try something different
and trade up from a 'normal' beer. So education of staff members
is key, educate them and they can pass that on to the consumer. An
understanding of flavours and styles is a great place to start. Craft has a
lovely 'hands on' vibe to it, so any stories that connect the consumer with
the makers will really win people over."
O'Donnell agrees that education is a key factor in being able to make the
most of the craft beer boom, he says: "Even though we talk about experience
in on-premise quite a lot, actually the retailers in off-premise who are now
starting to get some real traction are offering a bit of experiential in off-
premise. It can be done through expressing or being upfront about the stories
behind the brewers and their craft beers and the origins or provenance and
so on. The retailers are investing in education and they are realising very
quickly that beer maybe 10 years ago was very transactional. If you take a
mainstream beer purchaser they would just go into a store grab a carton and
then be out maybe even inside of two minutes. Now if you look at craft beer
drinkers, they actually go in they are exploring, they are looking for that bit
of experience, education and story telling and they may be in there for 10 to
"So in the context of what retailers can do in the context of
merchandising and cross-selling there's a lot to be done about the
education. There's the opportunity to understand that craft gets purchased
in six packs first not in cartons. So making six-packs available, allowing
sampling, meet the brewers and just any opportunity to take a taste and
sample a beer encourages trial, that would be what I can see what retailers
can do to support the growth and attract a higher for themselves."
Coopers national sales director Cam Pearce agrees that beer
ambassadors and brewers can help retailers with their education. "Each
retailer operates under different circumstances, so it is difficult to give
general advice," Pearce says. "Coopers and its distribution company
Premium Beverages have a number of beer ambassadors who talk to
customers, retailers, consumers, hoteliers, restaurateurs and bar staff
about beer. These ambassadors can help work with retailers and their
staff to develop an appropriate strategy."
Kooyman adds that there is a lot of help out there for retailers: "We're
still in the infancy of the category and there is still a long way to go. This
is not a fad. Don't feel as though you have to keep lowering your margins
in the beer category. Look towards a balanced offering for your shoppers;
craft can demand higher margins and pricing because it is perceived to be
of a higher quality.
"Don't feel as though you have to do it all yourself; there's the CBIA
board with over 100 members who would love to support our customers
in getting their beers into people's mouths."
Ward adds: "Craft beer is coming whether you want it or not, so get
So the craft beer segment is a clear example of what premiumisation
means and what it can do for retailers and the passion of brewers is
something that can help retailers. As more and more consumers are
looking for high quality, a good story and provenance -- across all sectors
-- craft beer ticks all those boxes. The simple message from O'Donnell is
that retailers can help consumers understand more about craft beer and
good education can help remove fear from the category. "You don't have
to fear the beer," O'Donnell says, indeed craft beer should be embraced
and not feared.
"MORE AND MORE BEER DRINKERS ARE LOOKING
OUT FOR THE EXTRA FLAVOUR AND THE EXTRA
CHOICES THAT CRAFT BEER OFFERS."
-- DEREK O'DONNELL, THE AUSTRALIAN BEER COMPANY
Australian Beer Co. brewers
Greg, Andy and Bob.
Australian Brewery brewers
Dan Shaw and Neal Cameron.
Links Archive NLN MAR 2016 NLN MAY 2016 Navigation Previous Page Next Page