Training at your brewery

A Day of Beer

An opportunity to increase your sales and improve beer quality in pubs

CellarCraftWith over 40 years experience of running pubs, working in breweries as well as with CAMRA and European Beer Organisations, we have built up a vast range of knowledge, contacts, skills and competencies that we can share with you and your customers.

  • There is a lack of knowledge about beer in many pubs.
  • Many people working in pubs do not know what beer is, what goes into it, or how to look after it.
  • Poorly kept beer is turning customers off.
  • Cask conditioned beer is not seen as a premium quality product.

A pub serving your beer in poor condition can have a big impact on your sales and reputation

A typical ‘Day of Beer’

A complete day of training at your brewery for your customers covering good practice, cellarmanship, dispense and the marketing of beer runs from 10am to 3.30pm

  • Welcome to the brewery
  • The Consumer’s Perspective
    • What do people want from pubs
    • What makes an award winning pub
    • Helping customers make a choice and educating them about beer
  • Beer Basics
    • What is beer and how is it made
    • Beer styles
    • Dispense
    • Keg and cask ale
    • Cask conditioning
    • The importance of cask and influencing customers to return to the pub, stay for another drink and recommend your pub
    • Brewery Tour
  • Choices and Decisions
    • Beer containers
    • Range, provenance, permanent/guests
    • Core beer range provided by the brewery
  • Looking after Beer
    • Cask – shelf life, hygiene, stillage, venting & tapping, conditioning, putting on dispense, tilting
    • The Cellar – hygiene, do’s and don’ts, deliveries and stock control
    • Keg – fobbing, beer numbers and range
    • Bottles and cans
  • Beer and Food Pairing / Lunch and tasting
  • Beer Quality Part 1
    • Importance of the perfect pint in terms of retaining customers
    • Branded glassware, tasting, beer flights, marking of beer as a quality product, quality & value, pricing
    • Customer feedback – National Beer Scoring Scheme
  • Beer Education
    • Customer facing information – beer information, descriptions, ABV, colour, provenance
    • The importance of interacting with customers and talking to them about beer
    • Beer tastings and events
    • Do’s and don’ts
    • Running a pub festival
    • Pub guides – How pubs get in the Good Beer Guide
    • Online presence – Facebook, Scoring beer, WhatPub
    • Opportunities to engage with CAMRA
  • Beer Quality Part 2
    • Glass washing
    • Line cleaning
    • Dispense problems
    • Pouring the perfect pint of your brewery beer  – Cask, keg, stout
  • The drive for quality
    • Consumer confidence > More likely to buy > Increased sales > Increased profits
  • Your seasonal beers
  • Your action plan / keeping up to date / Q&A / Conclusion

Contact us and we will be in touch

“We partnered with Brett Laniosh Consultancy to present a half day workshop to our Publicans. Brett was a pleasure to work with through the process of organising the workshop, and the delivery was excellent and engaging. Brett has a very good knowledge of the Beer and Pub industry which showed through on the day and we hope we can work together again in the future.”  David Pawson, Head of External PR & Communications, Punch Taverns

“Very good, worthwhile coming. Learned more about CAMRA and how it works.” Paul Gowlett, Plough and Harrow, Whitnash

“Lots of info and enthusiasm. Strategies on how CAMRA can help us as an individual business.” J. Doherty, Black Swan, Henley-in-Arden

“For a first workshop I found it a worthwhile event. The standards of real ale drinks can go hand in hand with the landlords and customers together.” John Gilleland, The Nottingham Arms, Tewkesbury.

“Very helpful course. Warm and welcoming.” Gavin Chance, King & Castle, Kidderminster

“Good course, excellent content, well delivered.” Chris Whitehead, Rose & Crown, Burford

“Good to improve knowledge on producing quality beer to glass.” Steve Short, Pembroke House, Tenbury Wells

“Useful to provide higher quality beer.” Peter Short, Pembroke House, Tenbury Wells

“What a fantastic level of support  the brewery are offering. Real team players helping us all succeed!” Andrew Burton, Severn Valley Railway