increase draught beer profitability: how to make more ...€¦ · brewers association draught beer...
TRANSCRIPT
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Increase Draught Beer Profitability: How to Make More
Money by Focusing on Draught Beer Quality
Neil Witte
Draught Quality Ambassador
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On tap…
Tackling the Biggest Quality Issues in Draught Beer
• How and Why
• The costs and benefits of doing it right – Crunching the numbers
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Obstacles to Draught Quality
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Obstacles to Draught Quality
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Improving Draught Quality
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Line CleaningEvery two weeks
• Caustic chemical solution at 80-110F
• 2% caustic solution, 3% for old or problem lines
• Recirculate with an electric cleaning pump 15 minutes
• Disassemble and clean faucet at every cleaning
• Scrub Coupler at every cleaning
• Always pre-rinse and post-rinse with fresh water
• Always use proper PPE
Quarterly
• Acid line cleaner – descaling
Bi-Annual
• Disassemble and detail FOBs
• Disassemble and detail couplers
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Common Objections to Line Cleaning
“My lines don’t need to be cleaned that much.”
“Line cleaning costs me too much money.”
“It wastes too much beer.”
“I only clean my lines once a month and my customers don’t seem to know the difference.”
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The Case for Line Cleaning
1. Dirty lines ruin beer’s flavor
2. Line cleaning is inexpensive
3. Cleaning lines regularly will increase sales
Investment in Quality = Increased sales
$305,000.00
$310,000.00
$315,000.00
$320,000.00
$325,000.00
$330,000.00
$335,000.00
$340,000.00
$345,000.00
4% Growth 7% Growth
Profit Growth from Line Cleaning
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1. Dirty lines ruin beer’s flavor
• Perfect environment for microorganisms
• Food• Protein
• Sugar
• Aerobic and anaerobic
• Rough areas• Beerstone
• Splices
• Older generation tubing
• Rapid growth
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1. Dirty lines ruin beer’s flavor
• Pediococcus• Produces diacetyl –
butter/butterscotch
• Lactobacillus• Produces lactic acid - sour
• Pectinatus• Cloudy• Acetic acid – vinegar• Sulfur – rotten eggs
• Acetobacter• Acetic acid - vinegar
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1. Dirty lines ruin beer’s flavor
Source: E.Storgards, “Microbiological Quality of Draught Beer – Is
there Reason for Concern”
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2. Line cleaning is inexpensive
Cost of Cleaning
1. Loss of beer
2. Line cleaning fee (non distributor-clean states)
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2. Line cleaning is inexpensive
Beer lost = beer contained in the line + .10%
3/8”ID tubing – 3/4 oz./ft.
5/16”ID tubing – 1/2 oz./ft.
1/4” ID tubing – 1/3 oz./ft.
3/16”ID tubing – 1/6 oz./ft.
50 ft / 3/8” tubing system – 41oz
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Line Cleaning – Distributor Cleans
Keg size 1/2 bbl
Cost/keg 150.00$
oz/keg 1984
Cost/oz 0.08$
Glass size 16
Head % 10
Actual Serving 14.4
Kegs/week 1
Servings/Keg 137.8
Cost/serving 1.09$
PTC/Serving 5.00$
Profit/Serving 3.91$
Gross/Keg 688.89$
Net/Keg 538.89$
Net/Month 2,155.56$
Net/Year 25,866.67$
Draught ProfitSystem Length 50
oz/ft 3/4
oz loss per clean 41.25
oz loss per month 82.5
Line Cleaning Fee -$
Cost per cleaning 3.12$
Cost per month 6.24$
Cost per keg 1.56$
Cost per serving 0.01$
Differenceadjusted for cleaning 3.90$ 0.01$
adjusted for cleaning 687.33$ 1.56$
adjusted for cleaning 537.33$ 1.56$
adjusted for cleaning 2,149.32$ 6.24$
adjusted for cleaning 25,791.82$ 74.85$
Cleaning Cost
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System Length 50
oz/ft 3/4
oz loss per clean 41.25
oz loss per month 82.5
Line Cleaning Fee -$
Cost per cleaning 3.12$
Cost per month 6.24$
Cost per keg 1.56$
Cost per serving 0.01$
Differenceadjusted for cleaning 3.90$ 0.01$
adjusted for cleaning 687.33$ 1.56$
adjusted for cleaning 537.33$ 1.56$
adjusted for cleaning 2,149.32$ 6.24$
adjusted for cleaning 25,791.82$ 74.85$
Cleaning Cost
Line Cleaning – Distributor Cleans
Line cleaning
beer loss costs
about a penny
per serving!
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Line Cleaning – Retailer Pays Fee
Keg size 1/2 bbl
Cost/keg 150.00$
oz/keg 1984
Cost/oz 0.08$
Glass size 16
Head % 10
Actual Serving 14.4
Kegs/week 1
Servings/Keg 137.8
Cost/serving 1.09$
PTC/Serving 5.00$
Profit/Serving 3.91$
Gross/Keg 688.89$
Net/Keg 538.89$
Net/Month 2,155.56$
Net/Year 25,866.67$
Draught Profit
System Length 50
oz/ft 3/4
oz loss per clean 41.25
oz loss per month 82.5
Line Cleaning Fee 7.50$
Cost per cleaning 10.62$
Cost per month 21.24$
Cost per keg 5.31$
Cost per serving 0.04$
Differenceadjusted for cleaning 3.87$ 0.04$
adjusted for cleaning 683.58$ 5.31$
adjusted for cleaning 533.58$ 5.31$
adjusted for cleaning 2,134.32$ 21.24$
adjusted for cleaning 25,611.82$ 254.85$
Cleaning Cost
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System Length 50
oz/ft 3/4
oz loss per clean 41.25
oz loss per month 82.5
Line Cleaning Fee 7.50$
Cost per cleaning 10.62$
Cost per month 21.24$
Cost per keg 5.31$
Cost per serving 0.04$
Differenceadjusted for cleaning 3.87$ 0.04$
adjusted for cleaning 683.58$ 5.31$
adjusted for cleaning 533.58$ 5.31$
adjusted for cleaning 2,134.32$ 21.24$
adjusted for cleaning 25,611.82$ 254.85$
Cleaning Cost
Line Cleaning – Retailer Pays Fee
Total line cleaning
costs are about 4¢ per
serving!
Going from monthly to
bi-weekly cleaning
costs about 2¢ per
serving!
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3. Cleaning Lines Regularly Will Increase Sales
Recent Studies:
D. Quain, “Draught Beer Quality – Challenges and Opportunities”
• 7% decrease when cleaned every 5-8 weeks
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3. Cleaning Lines Regularly Will Increase Sales
Recent Studies:
White Paper, Draught Beer Quality Subcommittee, “The Economic Benefits of Line Cleaning”
• Study of wholesaler who purchased line cleaning company
• Shows 4% - 7% sales increase with accounts who moved to 2 week line cleaning cycle
$24,500.00
$25,000.00
$25,500.00
$26,000.00
$26,500.00
$27,000.00
$27,500.00
$28,000.00
4% Growth 7% Growth
Profit Growth from Line Cleaning
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3. Cleaning Lines Regularly Will Increase Sales
4% - 7% Growth = 5 - 8 New Pints/Keg
At $3.87 profit/serving, that’s an extra $15.48 a
week!
$154.48 on a 10 line system!
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3. Cleaning Lines Regularly Will Increase Sales
Per Month
$212.40 line cleaning cost
$619.20 in new profit
Per Year
$2,548.80 line cleaning cost
$7,430.40 in new profit
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Dispense Gas
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Dispense Gas
Two main goals of dispense gas:
1. Keep the beer properly carbonated
2. Push the beer from the keg to the faucet
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CO2 – Measuring Carbonation
CO2 is measured in Volumes per volume (v/v)
=
2.5 v/v 2.5 v/v
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CO2 – Maintaining Carbonation
A balanced keg will maintain the same carbonation throughout the life of the keg.
Two main factors control this:
1. Pressure
2. Temperature2.5 v/v
11 psi @ 38F
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Effects of Temperature/Pressure ChangesWarmer Colder
Lower psi Higher psi
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Short Draw
Accomplishes both goals:
1. Keeps beer carbonated
2. Pushes beer to faucet100% CO2
2.5 Volumes
38F
11
psig
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Long Draw
11
psig
100% CO2
2.5 Volumes
38F
Accomplishes only one goal:
1. Keeps beer carbonated
2. Pushes beer to faucet
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Long Draw with Blended Gas
2.5 volumes
38F
70% CO2 /
30% Nitrogen
22
psig
• Nitrogen adds the extra “push”.
• Lower % CO2 at higher pressure
maintains carbonation.
Accomplishes both goals:
1. Keeps beer carbonated
2. Pushes beer to faucet
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Long Draw with Blended Gas
2.5 volumes
38F
70% CO2 /
30% Nitrogen
22
psig
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Nitro Pour
1.2 volumes
38°
• Creamer faucet has high resistance
to flow
• Beer at this low CO2 v/v (1.2-1.4)
will absorb 100% CO2 at any
pressure
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Nitro Pour
1.2 volumes
38°
25% CO2/75%
Nitrogen
35
psig
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Correct Gas for a Regularly Carbonated Beer
CO2-rich blend: 60%-70% CO2
Accomplishes both goals
1. Beer stays carbonated
2. Pushes beer to the faucet
Long Draw
60-70%
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Wrong Gas for a Regularly Carbonated Beer
Nitro blend: 25% CO2
Does not accomplish both goals
1. Beer stays carbonated
2. Pushes beer to the faucet
Long Draw
25%
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Up Front Costs
$50 $900
or
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The Case for the Correct Blend
1. 25/75 Gas has a high operating cost
2. Flat beer leads to expensive overpouring
3. Quality beer increases profit
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Gas Type Price Cu. Ft.
Kegs
Dispensed
Gas Cost
per Keg
Pre-Mix (25/75) 40.00$ 244 45.2 0.88$
CO2 (50lb.) 21.00$ 405 75 0.28$
N2 40.00$ 244 45.2 0.88$
70% CO2, 30% N2 Mix 66.06 0.46$
Gas Cost Analysis For Draught Beer Dispensed at 25psi
Operating Cost Comparison
Costs almost 2x as much as
30% 70%
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Gas Type Price Cu. Ft.
Kegs
Dispensed
Gas Cost
per Keg
Pre-Mix (25/75) 40.00$ 244 45.2 0.88$
CO2 (50lb.) 21.00$ 405 75 0.28$
N2 40.00$ 244 45.2 0.88$
70% CO2, 30% N2 Mix 66.06 0.46$
Gas Cost Analysis For Draught Beer Dispensed at 25psi
Operating Cost Comparison
Pours 2/3 as many kegs
as
30% 70%
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40
0.42$
16.94$
203.27$
Kegs sold/mo
Savings per keg
Savings per mo
Savings per year
Money Saved on Dispense Gas
Gas Type Price Cu. Ft.
Kegs
Dispensed
Gas Cost per
Keg
Pre-Mix (25/75) 40.00$ 244 45.2 0.88$
CO2 (50lb.) 21.00$ 405 75 0.28$
N2 40.00$ 244 45.2 0.88$
70% CO2, 30% N2 Mix 66.06 0.46$
Gas Cost Analysis For Draught Beer Dispensed at 25psi
Profit increase
of $203.27
from dispense
gas costs!
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Flat Beer Increases Pouring Cost
Noticeably flat in 3-4 days. That’s half of every keg!
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Keg size 1/2 bbl 1/2 bbl
Cost/keg 150.00$ 150.00$
oz/keg 1984 1984
Cost/oz 0.08$ 0.08$
Glass size 16 16
Head % 12.5 0
Actual Serving 14.0 16.0
Kegs/week 1 1
Servings/Keg 141.7 124.0
Cost/serving 1.06$ 1.21$
PTC/Serving 5.00$ 5.00$
Profit/Serving 3.94$ 3.79$ 0.08$
Gross/Keg 708.57$ 620.00$ 44.29$
Net/Keg 558.57$ 470.00$ 44.29$
Net/Month 2,234.29$ 1,880.00$ 177.14$
Net/Year 26,811.43$ 22,560.00$ 2,125.71$
Draught Profit
Increase
Profit x .5
Flat Beer Increases Pouring Cost
Profit increase
of $2,125.71
from pouring a
proper head!
$21,257.10 for
a 10 line
system!
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Quality Beer Increases SalesReasonable to expect similar growth:
4% Growth = 5 New Pints/Keg
At $3.87 profit/serving, that’s an extra $15.48 a
week!
$154.48 on a 10 line system!
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Quality = ProfitSavings from dispense gas purchase - $203.27
Savings from not overpouring beers - $21,257.10
Extra profit from selling better beer - $8,032.96
$21,493.33 from using the proper dispense gas!
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Industry Efforts/ResourcesBrewers Association Draught Beer Quality Subcommittee
• Comprised of brewers, both BA-defined craft and others• ABI and MillerCoors
• Started in 2007
• Published the Draught Beer Quality Manual in 2009
• Version 3 published in 2017
• Version 4 available now!!
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Draught Beer Quality Manual
• Comprehensive Draught Line Cleaning Guidelines
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Draught Beer Quality Manual
• One pagers at www.draughtquality.org
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Draught Beer Quality Manual
• Published Draught Beer Quality
Manual in 2009
• Published Draught Beer Quality
for Retailers in 2014
• Targeted retailer information
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Draught Beer Quality for RetailersCleaning Frequencies and Procedures
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Draught Beer Quality for Retailers
Line Cleaning Profit Picture
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Draught Beer Quality For Retailers
Dispense Gas Cost Analysis
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Distributor Staff Training
Draught Technicians/Line Cleaners• Classroom Training – Suppliers, MicroMatic, Craft Quality Solutions
• Line Cleaning
• Draught System Design Basics
• Off-Flavor Training
• In-market Training – Craft Quality Solutions
• Line Cleaning
Sales Teams• Classroom Training – Suppliers, MicroMatic, Craft Quality Solutions
• Draught System Basics
• Off-Flavor Training