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On–Premise . Monarch Beverage. Importance of the On-Premise. Sales for off premise start on-premise Focus = Young adults 21-34 What young adults drink today, older adults drink tomorrow People are influenced by their peers
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On–Premise Monarch Beverage
Importance of the On-Premise • Sales for off premise start on-premise • Focus = Young adults 21-34 • What young adults drink today, older adults drink tomorrow • People are influenced by their peers • Commercials help reinforce a consumer’s chosen brand – creates loyalty
Why Young Adults Choose Beer Brands • People they know drink it • Taste • Price Who’s buying beer in the On-Premise?
Male 21-34 Years Old Earns more than $30,000+ per year 82% of beer consumption 60% of beer consumption 75% of patrons earn at least 30K Typical On-Premise Consumer A Few Examples...
Review Typical Consumers
Why Young Adults Choose Beer Brands • People they know drink it • Taste • Price How can we influence these?
On-Premise The 7 Standards of Performance Distribution Price P.O.S. Backbar Display Waitstaff Promotion Quality/ Rotation
On Premise - Distribution • Everything starts here! • What do/ don’t we have in an account? • Selling in new or existing brands • Utilizing all of our accounts Can’t do anything else until this gets accomplished!
On Premise - Pricing • Be competitive or dominant • Clearly advertise special pricing or “Features” • Use the Graphics Dept. • Put in banner requests as early as possible Beer/ Wine of the Mo. – Daily or Weekly Specials
On Premise - P.O.S. • Location, location, location • Generate Excitement • The silent salesperson • Who’s winning the battle? • Replace competitive P.O.S. when possible 75% of customers have not decided what brand they will purchase yet
On Premise - P.O.S. P.O.S. Guidelines • Clear message • Clutter free • Eye catching • High pass, high pause • Clear view of patrons Focus on where purchasing decisions are made
On Premise - P.O.S. Merchandising Zones: • Exterior • Entryway • 1st Impact • Beer Serving Area • Entertainment Areas Additional 5 T's: Toilets, Tables, ATMs, TVs, Trashcans
On Premise Merchandising Zones Exterior: What customers see from the outside of the account Entryway: P.O.S. found entering an account 1st Impact: What the 1st thing that jumps out to customers after entering an account Beer Serving Area: Place where customers place orders (tabletop, back bar area, etc.) Entertainment: Pool tables, video games, stages, T.V.’s, darts, etc.
On Premise Merchandising Zones(Continued) Additional 5 T’s Tabletops ATM’s TVs Trashcans Toilets
On Premise - Backbar Display • Display product selection • People draw on resources from a number of different sources • Hook up the bartender!
On Premise - Promotions Why accounts do promotions: • Increase sales (alcohol and food) • Stand out vs. competition • Build traffic on slow days/ nights • Perception = fun and entertaining • Good word-of-mouth advertising • Develop customer loyalty
On Premise - Promotions Benefits for Distributors • Create brand awareness • Encourage trial • Convert competitive drinkers • Increase our sales • On-premise leads to Off-premise sales
On Premise - Promotions • Select an account • Pick an effective date and time • Coordinate details with account • Advertise and promote • Have enough product and P.O.S. The goal is to sell more, not sell out
Promotions - Safety • Park in a safe location • Analyze your surroundings • Walk out with an escort • Have a contact ready • Don’t be sympathetic • Keep moving! Be Smart, Be Safe!
On Premise - Wait staff • The sales rep’s sales force • Provide product information • Bring samples • Focus on increasing check totals • Contests and prizes! • Body P.O.S.! Teach them well, they'll multiply sales for you
On Premise - Quality • First impression • Correct draft problems • Rotate kegs, bottles and cans • Ask for ways to improve service Principle #7
What is Draft Beer? • Any beer that has not been pasteurized • Highly filtered to remove bacteria • Fresher, better tasting beer • Kegs and bottles can be draft • “Draft” or “draught”?
What’s Pasteurization? • Created by this guy • Heating process used to kill bacteria and yeast (140°F for 2-3 minutes.) • Preserves beer for longer shelf life Louis Pasteur
Draft Beer Maintenance • Keep it cold • Clean lines regularly to avoid bacteria, mold, yeast, and beer stone (calcium deposits) • Monitor CO2 and nitrogen pressure
“Beer Clean” Glasses • Easy as 1, 2, 3 – Sinks • Lacing effect after every sip • Head should remain in tact • Any bubbles will rise to the head (middle of the glass) • No bubbles clinging to the side of the glass • “Beer Clean” video
Pouring Draft Beer Presentation, size and head longevity Guidelines: • Tilt the glass - 45° angle • Aim for the middle of the side of the glass • Half-way, straighten the glass (vertically), pour directly down the center of the glass
How a Keg Works • CO2 is entered • CO2 rises to the top pushing the beer down • Only escape is through the opening of the tube at the bottom • The pressure shoots the beer through the tube up and out of the keg
On Premise – Keg Information • Keg – a.k.a. ½ bbl • ½ bbl = 1,984 oz. • ½ bbl = 15.5 gallons • ½ bbl = 6.88 cases • ¼ bbl = 992 oz. • 1/6 bbl = 661 oz. • Import Keg = 50L • 50L = 1,676 oz.
Questions? Good Luck and Good Selling!
