7 minute read
CRAFT BEER: HOPPY HOUR
HOPPY HOUR
Exploring the ongoing craft beer revolution, Molly Nicholas spoke to pub operators about the styles, strengths and serves piquing customer curiosity.
TRADITIONALLY PUBS are synonymous with beer, and data from CGA’s On Premise User Survey (OPUS) shows that it is still the most popular choice on-premise with 44 per cent of consumers drinking it.
The total beer category has been losing market share for some time and traditional beer sales face threat, but retained consumer interest on-premise could be fueled by Australia’s appetite for craft beer.
The CGA’s most recent OPUS craft beer report revealed increased consumer engagement with craft beer, and according to research by the IWSR, global craft beer sales have trebled in the last decade as the craft revolution has gained momentum, underpinned by consumer curiosity and a willingness to pay a premium for artisan beers.
Hotel Jesmond is a Newcastle institution and a favourite among local beer enthusiasts thanks to its extensive range of independent craft beers. Operations manager Steph Carter notes that the craft beer landscape is continually evolving, with some rapid shifts in beer trends in recent years.
“We have definitely noticed a shift returning towards the more traditional style of beers that are less full and fruity. Patrons overall are tending to look for beers that are lower in alcohol and are more sessionable.
“We have also noticed craft beer drinkers are increasingly interested in locally brewed beers to support community during the tough times of Covid and increasing cost of living.”
Mellow yellow
Despite the rise of crazy flavour profiles that pubs and patrons once went wild for, there has been a slight curtailing in recent years which has once again made way for more traditional styles.
The Elephant British Pub is a Tudor-style pub nestled in Adelaide’s vibrant East End. Curator of an extensive range of local and international beers, assistant venue manager and cellarman Patrick O’Gorman spoke about the changing landscape of the craft beer scene.
“We have definitely seen the amount of crazy flavour profiles dial back in recent years. With the increase in small craft breweries popping up, perhaps everyone wanted to get their brand out there and needed something eyecatching to get their foot in the door.
“Not everyone has seen beer as their drink of choice and with the craft beer varieties expanding in recent years it has captured a wider target market. Now that the market has expanded, I believe the amount of obscure and somewhat unique flavour profiles has mellowed.”
If the diversification of the category was driven by brewers, the dial down has been driven by consumers who know exactly which style of beer they prefer to drink. Flavour-forward craft beers are still present in the pub scene and wellestablished brands are dominating, as Carter explains.
“At Hotel Jesmond, we take a lot of pride in continually curating a diverse craft beer selection that resonates with the evolving preferences of patrons. The Stone & Wood Pacific Ale continues to captivate the majority of our craft beer enthusiasts with its distinctive profile.
“We’ve also noticed a slight shift in popularity towards the heavier style of craft beers, such as Bentspoke Crankshaft and Voodoo Ranger, both having quite high alcohol percentages. We provide the opportunity for a rotating tap of local beers, currently we have Good Folk’s Danny’s Wedge proving to have a quality following.”
In September, Applejack Hospitality reopened Darlinghurst’s heritage pub the Taphouse with 20-plus taps showcasing Sydney’s favourite breweries. Group beverage manager Joe Worthington explained which craft beer styles are proving popular as we head into summer.
“Hazy Pale is certainly enjoying its day in the sun. The modern classic of Stone & Wood and now the new up and comer Mountain Culture are dominating a big chunk of beer sales.”
Mastering moderation
Not only have consumer preferences changed in the sense of styles, there has also been a shift in alcohol content preferences. Craft beer enthusiasts are still showing an interest in higher alcohol content, but pub operators have also noticed growing demand for no- and low-alcohol beers.
“In previous years we have seen the alcohol strength in craft beers being quite high, anywhere from six to eight per cent and higher,” says O’Gorman. “We have seen a shift towards mid-strength and especially non-alcoholic beers being a real focus in the industry of late and being produced by large and small beverage chains.
“This is branching out to a wider community of beer and non-drinkers, and also lends itself to the sessionable market for when you can’t withstand the same amount of drinks with a higher ABV.”
Tapping into demand for lower strength craft beers gives pubs trading-up potential, and the opportunity to convert moderation drinkers from cheaper soft drinks to higher value spends with an increased likelihood of repeat custom.
“I’d say your bigger, punchier ABV beers are giving way to more session styles,” added Worthington. “We still sell the delicious Grifter Big Sur IPA which is a punchy 6.7 per cent, however we’ve recently taken on Young Henrys Stayer, a tasty 3.5 per cent, and Hawke’s Half XPA, which is 1.75 per cent ABV.
“This certainly tells me that there’s a bigger split than ever, but I’d say it’s more that people are picking and choosing their moments better. Less is more during the week, and on the weekends you can nudge it.”
Taps are trending
Offering a selection of canned and bottled beverages allows for an extensive craft beer offering without losing valuable tap space. While this offers variety, O’Gorman says that patrons of The Elephant British Pub show a preference for draught beer, favouring its freshness and immediate experience.
“Our customers are definitely coming in for draught beer over canned or bottled products. The rising cost of beer also means consumers are spending good money for their beer. Our customers are more inclined to have a nice cold frothy poured off tap right in front of them, seeing the quality firsthand and perhaps having a taste before purchasing.
“The eye-catching designs on craft beer cans is what initially catches a consumer’s attention, however we find unless they’re familiar with the brand or want to be adventurous draught beer is far more popular.”
With Taphouse patrons also looking favorably upon draught beers, Worthington explained how to get the most out of your offering.
“We keep the beer lines clean and the juice as cold as can be. We know we will always have beer drinkers so we ensure the best variety and product we can.
“We serve our incredibly fresh beers in glassware that has been kept in the fridge or a freezer. There’s actually no better drink in the world than a really cold beer in a frozen glass on a swelteringly hot day.”
What to stock
In such a broad market, publicans face the difficulty of navigating the category and knowing which beers to stock. As the category begins to mellow, O’Gorman suggests that the best approach is to curate a small but strong offering that resonates with your customers.
“Being that there are so many craft beer options in the market right now it can at times feel oversaturated. Offering fewer options in relation to craft beers, but knowing the products well, yields higher sales and allows you to rotate your offering based on what is being well received.”
On the other end of the spectrum, having 40 taps on constant rotation has worked well for Hotel Jesmond, and proves that the right range of brews looks different to every venue.
“I would say it is vital to have a wide range of offerings from the heavier and higher alcoholic craft styles to the more sessionable and lower alcoholic beers, including a range of non-alcoholic beers,” added Carter.
“If you have a style of beer that suits everyone, you’re going to have happier and more satisfied patrons for return business.”
