on–premise monarch beverage importance of the on-premise sales for off premise start on-premise...
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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
1.People they know drink it
2.Taste3.Price
Typical On-Premise Consumer
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
ReviewTypical Consumers
Why Young Adults Choose Beer Brands
1.People they know drink it
2.Taste3.Price
On-Premise The 7 Standards of Performance
DistributionPriceP.O.S.
Backbar DisplayWaitstaff
PromotionQuality/ 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
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
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
On Premise - P.O.S.P.O.S. Guidelines• Clear message• Clutter free• Eye catching• High pass, high pause• Clear view of patrons
On Premise - P.O.S.Merchandising Zones:
– Exterior– Entryway– 1st Impact– Beer Serving Area– Entertainment Areas
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 - PromotionsWhy 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 - PromotionsBenefits 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.
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!
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.!
On Premise - Quality
• First impression• Correct draft problems• Rotate kegs, bottles and
cans• Ask for ways to
improve service
ReviewOn-Premise Standards of
Performance
Draft Beer
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 lifeLouis 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
• 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
Easy as 1, 2, 3 – Sinks
“Beer Clean” video
Pouring Draft BeerPresentation, size and head longevity
Guidelines:
1. Tilt the glass - 45° angle
2. Aim for the middle of the side of the glass
3. 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.
Draft Beer(Review)
Questions?Good Luck and Good
Selling!
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