74% of drinkers are likely to buy the beer based on the staff’s knowledge, while more than a third of people (36 per cent) said they are drawn to pubs, bars and particular retailers if they believe the staff are knowledgeable, new research shows.
The research, commissioned by Pioneer Brewing Co to mark the upcoming launch of its new Beer Professional Education and Training course, interviewed 1,500 male and female participants aged 25+ in January 2017.
It revealed that more than half of respondents (56 per cent) believe they have more beer knowledge than their local pub staff, and nearly half (46 per cent) said they rely on their own research to find out about their chosen beer.
A fifth of beer lovers (20 per cent) said they shun their local pub if bar staff aren’t informed enough about the pints they are pouring.
The research also showed that nearly two thirds of drinkers (59 per cent) are annoyed when their beer is served in a glass that isn’t the right temperature, while nearly half (49 per cent) added their biggest annoyance is receiving short and abrupt service.
Jonny Tyson, European beer knowledge and education manager for Pioneer Brewing Company, said: “Having impressive product knowledge is essential in today’s hospitality world, allowing staff to confidently advise on the best beers and ensuring a superior experience for customers.
“Our course provides an opportunity to excite and inspire both men and women about craft beer by expanding their understanding of individual brews – which is of huge importance to Pioneer Brewing Co.
“Our goal is to bring knowledge to beer fans and to attract new consumers to the sector. It makes sense for companies to explore avenues like our BPET programme so that staff can embrace the world of craft beer
“This in turn will benefit their beer sales and ensure that consumers get the right information, a superior experience and are guided towards the perfect beer for them.”
According to the survey, 18 percent of women felt as they are being judged when drinking beer while 27per cent of female respondents are interested in increasing their beer knowledge, and a fifth (20 per cent) stated that they feel uncomfortable asking for beer advice.
Tyson added: “The survey results show us that customers want help from servers, like to hear about beer flavours and appreciate recommendations.
“By emphasising the knowledge of their bar staff and servers, venues with BPET trained and Cicerone® certified staff, should see an uplift in beer drinkers visiting their pubs and returning – with better training equating to better business!”
