Page 34 - GBC Fall Eng 2016

pay attention to the quirky name, which can translate into a story that brings the personal touch to the experience.”
This information can be passed on in many different ways but experiencing is the best way to remember. Part of your formal training should include directed tastings with different styles presented at the same time. This is how you can remember the differ- ences in what the beer can do on your palate.
Your managers don’t always have to be the one passing along the message. Get the Craft brewery team involved. Have them come to the course to train the staff on their beverage(s). Thiscreatesarelationship with the company and will pay dividends for both parties.
If there is an opportunity for team training offsite, bring your staff to the Craft brewery. Your staff will appreciate the outing and remember more details and stories, which translates into passion!
STEp 4: BE CRAFTY!
To fully take advantage of business opportunities, on slower nights, have the Craft brewery host a special beer dinner. Create a dinner around your cuisine and their selections. The brewery can show- case more of their beer options that might not be poured at your course and will further expose their brand...that is a good partnership!
Another helpful suggestion is to make pairing recommendations with the food menu. This is also where training comes in handy! One option is to encourage the staff to make a verbal suggestion. A strong, confident suggestion translates into sales.
Another option is to place the suggested beverage on the menu under the food item. For example, your menu might read ‘chicken salad wrap with a mango/ avocado salsa’ and under that food description a perfectly scripted wheat beer boasting citrus forward characteristics. This suggested pair- ing could encourage a sale and better yet, create a positive overall experience.
Another example is the ever- popular burger! It loves to be paired with a rich and robust porter or stout style beer. Keep it simple when training your staff on beverage pairings.
Follow two guidelines: First, match or complement the flavours found in the beer and the food, and second, ensure the body is comparable (light to full). Your style headings will help; it becomes obvious that a ‘Robust’ beer will have robust flavours and body!
WHAT THE CUSToMER WANTS
Make sure you are a part of the Craft Beer scene! These beers are what the customers want and can increase your beer revenue.
Ensure your styles of beer offerings are well balanced and be sure to include flavoursome beverages from the massively growing number of Craft Brewers. Look at the Craft beer offerings as adding value and apply them to your regular markup as you would any of your other beers.
Take the time to train your staff so they are talking intelli- gently about your most important beverage sale...beer and Craft beer!
Golf Business Canada
Provincial
Craft
Brewers
Canada has some great Craft Brewers! Visit the following provincial websites to find some great Craft breweries close to your golf course.
British Columbia
www.bccraftbeer.com
Alberta
www.albertabrewers.ca
Saskatchewan
www.skcraftbrewers.ca
Manitoba
www.manitobabrewhub.ca
Ontario
www.ontariocraftbrewers.com
Quebec
www.brasseurs.qc.ca
Atlantic Canada
www.nscraftbeer.ca www.nbcba.org www.nlacbc.ca
34
Golf Business Canada