Beer

Brewers have realised that things have to change for beer

It's as if the British brewing industry has suddenly woken up and smelt the hops. In a bid to halt declining sales, the past year has seen a sharp rise in investment in the quality and presentation of beer across the bar.This is great news for pubs. Despite the growth of wine and ready-to-drink brands, beer still accounts for around 60 per cent of sales for licensees. Beer is absolutely vital to the health of the licensed trade. Beer and pubs are still inextricably linked in the British psyche.What the brewers have realised is that things need to change, however. Beer has to be taken more seriously by licensees and consumers alike. Beer isn't just beer any more. It is a rich variety of styles and flavours with incredible social versatility. In the word used by Coors Brewers, beer requires a new reverence.This change in attitude will not happen overnight - as too many poor quality pints sloppily served testify. The brewers are having to practice patience.The summer just past was generally a good one for beer. But for Colin Pedrick of Interbrew it only highlighted the backwardness of the pub trade."The on-trade beer market is in transition," he said. "But we don't yet know what it will change into."Given the weather, although pubs with gardens performed well, it feels like beer sales in most of the on-trade were not as good as we would have hoped. But take-home did really well. Beer was at the heart of the occasion at home - but not in the pub. That means there is a huge challenge for us."It is a challenge that Interbrew has already taken up with its Stella Artois quality programme, but even here, says Colin, "you you still feel it's a push rather than a pull, that we're pushing it on people".High staff turnover makes the job harder, and the fortunes of beer are not detached from the employment crisis that has been well documented in the pub industry.For the success of beer relies not just on the liquid in the glass, nor even the glass itself, but the person who fills it and the whole pub experience."People go out for an experience they can't have at home," Colin continues. "The whole pub industry has got to get the offering right. We don't want pubs to become the Eastbourne of beer."Neale Lewis at Coors believes the focus for much of the trade remains getting the basics right. He argues that as brewing has become increasingly divorced from pub retailing, standards have dropped."Investment in training has fallen and time-honoured skills have gone," he said. "We have got to get back to basics - beer temperature, cleanliness, line-cleaning, a great pint of liquid in a branded glass. That will go a long way towards dealing with challenges, such as the off-trade. When we have got the basics right we can start thinking about the consumer experience."Some exciting aspects of a reinvigorated on-trade beer market are already being put into place - a more diverse range, new products, glassware, and a greater appeal to women among them. "Continental brands are important," said Neale. "We are investing in Grolsch to give a more premium drinking experience and that will impress upon pubs that beer is on the up. "There has never been more of a challenge to focus on the fundamentals."

33QualityPubs are seeing the results of a drive for higher serving standards

34Range and PricingDespite lager being the top pub seller, brewers say there is room for more

36Beer with foodThere is a growing opinion that beer can do some things with food that wine can't

38Beer with foodOne licensee is using his pub to push brews on the dining table

41Speciality BeersGrowing by 32 per cent a year, speciality beers are capturing the imagination

43TrainingThe creation of specialist training courses marks a changing attitude to beer

44PromotionBrewers are beginning to use new technology to tailor their promotional activity