On–Premise Monarch Beverage

Importance of the On-Premise Sales for off premise start on-premise Focus = Young adults What young adults drink today, older adults drink tomorrow People are influenced by their peers Commercials help reinforce a consumers chosen brand – creates loyalty

Why Young Adults Choose Beer Brands 1.People they know drink it 2.Taste 3.Price

Typical On-Premise Consumer Male 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

Review Typical Consumers

Why Young Adults Choose Beer Brands 1.People they know drink it 2.Taste 3.Price

On-Premise The 7 Standards of Performance Distribution Price P.O.S. Backbar Display Waitstaff Promotion Quality/ Rotation

On Premise - Distribution Everything starts here! What do/ dont 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 Whos 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 1 st 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 Ts Tabletops ATMs TVsTrashcansToilets

On Premise - Backbar Display Display product selection People draw on resources from a number of different sources Hook up the bartender!

On Premise - Promotions Why 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 - Promotions Benefits 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 Dont be sympathetic Keep moving!

On Premise - Wait staff The sales reps 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

Review On-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?

Whats Pasteurization? Created by this guy Heating process used to kill bacteria and yeast (140°F for 2-3 minutes.) Preserves beer for longer shelf life Louis Pasteur

Draft Beer Maintenance Keep it cold Clean lines regularly to avoid bacteria, mold, yeast, and beer stone (calcium deposits) Monitor CO 2 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 Beer Presentation, 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 CO 2 is entered CO 2 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!