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Monday, March 26 • 4:40pm - 5:30pm
Serving Beer the Way the Brewer Intended

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This session is a crash course on how to prepare your bar to be craft ready, which builds to learning how to curate the tap handles appropriately based on brewery, style, price points, seasons, and events to maximize the full potential of your bar.

The rapidly changing craft beer market is one that can leave your bar behind faster than you may realize it. Brewpubs and brewery tasting rooms are beginning to make a serious impact on bars and restaurants, where the customer can go to get the beer fresher and cheaper. This session will teach you how to stay on track with current craft beer trends and serve the beer at your establishment the same way it would be served at the brewpub or the tasting room. How to deliver each beer to the customer exactly the way that the brewer intended when they created the beer, maximizing your authenticity as a craft beer bar.

With brewpubs and breweries becoming icons of the towns that they are in, the go to destination for tourists, and begin winning awards such as “Best Event Space” or “Best Happy Hour,” they are your direct competition, and they have the edge. Learn how to utilize all the tools at your disposal to reclaim or reinforce your place in the market as the go to location for all things craft beer.

This includes a staff training guideline, beer knowledge basics, pouring techniques to monetize every pour, ways to enhance the bar environment and atmosphere, how to increase direct brewery involvement at your location, increased community involvement, and how to properly price the beer.

avatar for Jacob Halls

Jacob Halls

Craft Brands Manager, N.H. Scheppers Distributing Co.
Jacob Halls is the owner of Convergence Consulting, a company that helps to market new and existing brands, assist with to locating new markets, conduct launch parties and marketing campaigns, negotiate import and export contracts for producers and distributors alike. He’s worked... Read More →

Monday March 26, 2018 4:40pm - 5:30pm PDT
Room S219