How to increase the popularity of realales (beers)

[Alelover]

Just wondered what the opinions were on this subject. At the moment I feel that the real brewers of NZ are making some headway into the market, but I dont think the big boys are quaking in their boots. So what can change this? Price;availability;education;marketing? What can change the typical drinkers attitude;turn them away from the tasteless foam they so willingly swill?

[Mike Neilson]

One thing I cant agree with is why, tonight I was paying $8 for a glass of epic and then going to another establishment and people paying $8 for a bottle of Sol?

[Stu McKinlay]

I can't understand why you were drinking Sol. Carbonated water is cheaper. And better.

[Pint_of_Bitter]

This topic is a great read, here are some more random thoughts on this topic, with no real answers or conclusions….

Price is important but so is value $18 for a 6 pack is not so bad if you get a free pint glass with it. My Dads cupboard is filled with glasses that came free with imported beer when they were first launched in NZ (susck as Kilkenny, Boddingtons etc). Sure it's a big cost for a micro brewer but it goes on advertising even when the glass is filled with something else.

Four packs are also a great format, quality rather than quantity and allows you to compete with a six pack price point to some degree.

Distribution has been well cover already, but what is better? On Premise or Retail? Some say the 'halo effect' or exposure when you can try a new beer out but volumes are always going to be bigger when you you can by six rather for drinking at home.

Education is also very important, after travelling around the South Island it is incredible how many people walk into a pub and just ask for "a beer" or a " dry white wine" - this is what we are dealing with...it's okay in the UK if you are ask for a Best or an Ordinary as this indicates a strenght and a style, but "a beer" is as generic as it comes. A lot of people are never going to make this leap, have no desire and it doesn't really matter. Making those that are possibly interested is the first step. But how? It also takes a certain level of wealth, maturity and risk- for example if you want cheap beer a real ale will never complete with the unit cost of DB Export Gold, if you want to drink 12 beers quickly, drinking a full body ale is probably not the best to choose, and if you aren't to prepare to take a risk you'll never go to shell out for something named Theakstons Old Peculier.

It is possible though, Macs/Monteiths showed how persistent distribution and parochial support grew themselves into a major label and eventually got bought out by the big guys and changing many beer drinkers tastes in the process. Pubs like Galbriaths and Twisted hop – these place are outstanding and must run reasonably profitability. Galbraiths is always busy no matter what time of the day and average spend of each patron must be high - it certainly takes 95% of my entertainment budget.

This is the thin end of the wedge, I wait for the day when I have the choice or Galbriaths or an Epic or whatever free house within walking distance of my house….

Cheers.

[kier]

A really interesting thread with lots of good points. It's of considerable interest to me as I'm one (of 5) of the new owners of The Moutere Inn (Tasman) and we're committed to proving an outlet for cratft beer and real ale.

I actually think that we're fortunate in Nelson/Tasman that the attitude towards craft beer is a wee bit more advanced than in th e rest of the country - the reasons for that are many; demographics, the impact of Mac's (RIP) in 1983 and the hop growing tradition are some of them.

Hopefully some of you on this thread have signed up for the SOBA visit to Nelson in March will get a chance to see what's happening in this part of the world.

For what it's worth many people at our pub have quite happily 'traded up' from mainstream beer to craft beer/real ale and have also been happy to pay the extra; (Pint of DB product $6.20, Pint of craft beer $7.50 and real ale $8.00 a pint). There is genuine interest when a keg gets changed and a new beer goes on and we all get a kick out of giving someone a tasting of a beer which totally blows away all their preconceptions about how 'beer' should taste (Emerson's 'Smoking Gun' has raised a few eyebrows)!

I suppose the difference is selling from the tap rather than six-packs from a supermarket. People are happy to pay an extra $1.50 for a pint, especially if it's 5% abv but when it comes to take-outs see the difference between what $25 will get you in 'decent' beer compared to mainstream.....and go for the mainstream.....

A final point though- don't get sniffy about what most people drink - the world over the majority of people drink slop.......a shame but it's the truth. Being evangelical only sets people against you. We still have some DB product on tap, we still sell RTDs......but we also have 3 beer engines and 10 taps dedicated to craft beer. Everyone's happy - and the curious get their reward :-)