What if we told you that highlighting craft beer and food pairings can improve your business?
According to a survey on CraftBeer.com, 71% of craft beer appreciators consider how a beverage will complement their meal. As consumers seek out beverage complementary food options, highlighting your craft beer and food pairings allows you to create interactive taproom and virtual activities, reduce consumer decisions, and turn customers into advocates.
Identifying and promoting your craft beer and food pairings is a simple way to stand out. How many breweries can you name that offer guidance and activities to pair their best beers with delicious food?
If you run a taproom, highlighting pairings on your menu is a must. Here are some simple steps to getting started with your first pairing menu:
Learn the ABCs of pairing beer with food. Check out our short how-to video with Advanced Cicerone, Jeremy Storton here.
Choose three craft beers to feature.
Pick one food item for each beer that will align, bridge, contrast, or cut flavors.
Rotate and experiment with pairing specials weekly.
Ask customers for feedback on pairings.
No food in your taproom? No problem. Since the pandemic, many have embraced virtual activities including cooking classes and yoga. You can find ways to promote beer and food pairings for your customers at home by creating pairing suggestion recipe cards or hosting a virtual pairing workshop.
Remember that it may take time to craft the right pairings and experiences. Engage your customers by collecting their pairings feedback on social media or through a suggestion box to learn which activities would appeal to customers most.
When it comes to your beer, your brewers are the experts. They are the ones that craft each batch of beer – they know the primary flavors, flavor notes, and, most importantly, which foods would complement it best.
Many consumers let fear of making the wrong decision or lack of knowledge get in the way of trying new pairings. Promoting your pairings on MarketMyBrewery or in a pairing menu will simplify ordering and remove consumer decision fatigue. Additionally, consumers and brewers can boost their food pairing knowledge with BreweryDB’s BrewKnowledge feature.
By providing expert knowledge from the brewers that crafted the beer themselves, you’re offering a world of new flavor opportunities and experiences to your consumers.
Original craft beer and food pairings can transform a customer’s experience. According to a study on consumer perception of food and beverage pairings, good pairing recommendations are crucial for success in the industry. Another survey from Eventbrite on dining experiences found that 84% of respondents feel that a unique menu is a highly important factor in food and beverage experiences.
Offering food and beverage pairings match consumer demands. Providing craft beer and food pairings helps customers enhance and intensify flavors, broaden their palate, and overall, diversify their experiences.
Even if you don’t have a taproom at all, any brewery can embrace pairings and guide customers to maximize their flavor experiences. You can upload your craft beer and food pairing suggestions into your free MarketMyBrewery account so that craft-seeking consumers on BreweryDB can learn what to pair your brews with.
Another resource you can utilize to educate staff on your own food pairings and product info is the BrewKnowledge section of BreweryDB. BrewKnowledge is a free tool that will allow users to learn everything about your specific brews, including suggested serving temperature, glassware, tasting notes, flavor notes, food pairings, and more. This resource will give your employees the knowledge to best advise customers on their pairings.
Whether your customers enjoy your craft beer in the taproom or the comfort of their own homes, it’s vital to promote craft beer and food pairings to engage your consumers and create advocates for your brand.