Beer tastings are
taking over where
wine tastings left
off. People
are looking for
something new
WINNING WITH CONSUMERS
A number of events
have been designed to
demonstrate how well
a carefully chosen beer
can complement food
they're cutting back on more expensive
luxury items, such as holidays. There's a
natural opportunity for us to follow on
from food and wine pairing, wine rituals
and wine tastings, and provide a new
and interesting experience at relatively
low cost."
HEINEKEN is running a number of food
and beer events with key restaurants and
pubs across the country. These events
have helped to decrease the knowledge
gap regarding beer and food for the
chefs involved. "During the preparations,
some of the chefs we worked with had a
complete 180° turnaround in their opinion
about beer complementing food, and
they are now big supporters," says Alison.
"We'll continue running these events in
select restaurants and gastro pubs, with
the firm belief that we'll inspire others to
organise similar events independently."
Food and Beer Wheel
To continue the momentum, HEINEKEN
will also be launching a food and beer
wheel, which allows customers and
consumers to find the best beer to
complement their recipe. A number
of food bloggers have already been
following the events and sharing their
ideas about food and beer pairing, and
HEINEKEN hopes this is just the tip of
the iceberg, with a growing number
of foodies getting involved since the
programme launch.
Trade Secrets
Pre-set tables with premium stemmed
beer glasses, instead of wine glasses.
It's a great conversation starter.
Check out www.thisisbeer.ie for recipe
ideas and matching beers.
Give customers time to choose a drink
which fits their meal. Rushing makes
them flustered and they'll
automatically opt for wine.
Customers appreciate
recommendations as this removes
the pressure of deciding. Provide beer
suggestions with certain meals on the
menu.
For an 'aha!' moment, add a one-liner
explaining why you chose a certain
beer, e.g. "The banana undertones in
the Weizen beer picks out the banana
in the banoffee pie."
42 World of HEINEKEN Quarter 1 2012
