Lessons from the bar
Part of my job here at DRAFT—arguably the most important outside of tasting and reviewing beer—is to stay connected with the industry. That means phone calls, meetings, scouring the Internet and lots and lots of emails. But while it’s crucial to keep an eye on the industry’s producers, it’s just as beneficial to watch the consumer. So, in an effort to connect with craft beer supporters, I recently pushed back from the confines of my desk and guest bartended at a neighborhood beer bar. Before this foray into slinging drinks, I’d never bartended—hell, I’d never even worked in the service industry aside from a stint in a Shoney’s dish room during college. It was fun and exhausting, and here’s what I learned.
A bar’s like a hive
Think you’re a lone wolf? Whether or not you bellied up to the bar alone, you’re drinking pattern is tuned in to the rhythm of the bar as soon as you sit down. As a testament to the social nature of beer, people subconsciously connect with the drinking pace of those around them, and from behind the bar, you can stare out into the room and see these waves of orders approaching like you’re standing on a beach looking out at the ocean.
The dishes are never done
Not until the door’s locked and the final glass is polished are the dishes truly done. And more often than not, there’s a rogue glass you catch at the last minute. Keeping glasses behind the bar is a constant battle. If you don’t tune into the bar’s rhythm you’ll have two problems: No pint glasses to pour into, and a mound of dirty ones that will further throw you off course. Also, weissbier glasses are a pain in the ass to polish.
People want to discover new flavors
In a beer bar, people are excited and determined to experience new flavors. They’ll tell you what they like and expect you to push them a little further. If you can’t confidently guide them on this journey, they’ll quickly lose faith in you and the bar. That means knowing which IPAs are citrusy and which are grassy. Speaking of which…
You can never have enough IPAs on tap
Still the darling of the industry, IPAs rule the attention of customers. Out of the 11 or so beers we had on tap, three were IPAs, one was an extra pale ale and another was a black IPA. Customers want to know two things: Is the IPA good? Where is it from? If it’s on tap it’s delicious. And knowing the brewery’s location is crucial to the drinking experience. People want to connect with those who made it. That’s partially why artisanal products are so much fun to consume.
Women aren’t afraid of dark, strong beer
This isn’t news to me, nor is it to you. That said, those in big beer marketing should spend some more time in beer bars. Women aren’t afraid of strong beers. Some people are afraid of strong beer, but a specific gender can’t claim ownership of that clause. I poured just as many imperial stouts for women as I did fruit beer for men. What does this mean? Nothing. Erase years of marketing and there’s no pattern of preference connected to gender.
Do you tend a bar? What do you see from behind the taps?
