With the on-trade beer market in a decline of 8.6% over the last 12 months (BBPA statistic), Punch Taverns has introduced a new training initiative to help licensees deliver beer in the possible best way and invigorate their trade.
The Profit Through Beer course (PTB), designed by Punch, is geared towards helping licensees to drive beer sales, maximise profit and increase footfall in their pubs through a quality, well served and merchandised product.
The course follows on from the hugely successful Spring into Action and Profit Through Quality courses which work on the principle that small changes can make a big difference.
Profit Through Beer, currently being rolled out across the UK, is aiming to reach a target of 1000 licensees. With 620 booked to date, that target may be extended.
The one day course does not just emphasise the importance of a perfectly served pint but really encourages licensees to think about the experience in which their customers enjoy that pint with the ultimate aim of helping them drive trade and maximise their profit.
As well as practical and money-saving advice on cellar and bar management, Profit Through Beer also highlights to licensees the value of having a good range of well marketed products; and most importantly of delivering excellent levels of customer service.
Chris Moore, Punch’s customer operations director explains: “Beer and cider makes up between 60 and 80 per cent of a pub’s profit, and in the current trading climate it is crucial that licensees exceed customer’s expectations. It is all about having the optimum offer, average isn’t good enough anymore.”
Chris continues: “Pubs are in competition with the rest of the leisure industry and have to cope with the ever changing demands of customers. Profit Through Beer encourages them to bring back some passion and energy. Whether that’s refreshing their events programme with a beer festival or improving the pub’s food offer to attract families, ultimately it’s about being creative and diversifying to get customers through the door and coming back.”
And the licensees who have attended the course to date are full of praise. Kelly Chapple of Imp in Bristol said: “The Profit Through Beer marketing planner is now above the desk in the office so I’m able to plan for special occasions. I’m trying to implement as much as possible. Our Business Relationship Manager has also been really helpful and has been helping us price our beer more competitively and rotate our guest ale.”
Licensees also take away a DVD and detailed booklet containing all the key messages from the course so they can go on to train their staff.
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