Pizza Today - February 2017 - 38

front of the house / BEER MENU

MAKING THE LIST

A GUIDE TO BUILDING
A BETTER BEER LIST

STORY DENISE GREER PHOTO RICK DAUGHERTY

A

s of the end of November 2016,
America has more than 5,000
breweries, 99 percent of which
are small and independent craft breweries, according the National Brewers
Association. Once you get into styles,
there are more than 150 styles to quench
beer fans' thirsts. With so many beer
choices, how's a pizzeria operator to
decide what to put on his or her beer list?
We've turned to Master Cicerone
Pat Fahey for expert advice on creating
a dynamic beer list. He works for
Chicago-based Cicerone Certification
Program, offering preparation and
exams to become certified beer servers
to advanced and Master Cicerone
designation. A cicerone is to beer what a
sommelier is to wine.
Let's start with the basics of
what needs to be on your printed,
online and social beer menus. "People
who are really into beer or know a lot
about beer are not necessarily the people
who you need to or want to be writing
your menu for. It's going to be a much
larger segment of your overall customer
base that maybe is interested in trying

3 8 / P I Z Z AT O D AY. C O M / F E B R UA R Y 2 0 1 7

things but doesn't necessarily know a
lot. Information that you should provide
includes:
* Beer name
* The brewery
* Alcohol content
* Beer style
You can delve a little deeper by
providing a brief description on the beer's
flavor profile, and even which pizzas or
other dishes pair well with the beer.

Now, let's get down to the nittygritty of what's on a beer menu. There

are some over-arching considerations
when creating your list. "Your beer list,
like your menu, is an important part
of the money-making engine of your
business and does in some ways define a
portion of your outward image," Fahey
says. "A general rule of concepting: if
your menu focuses in a specific way,
your beer list should focus towards that
specific group."



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Pizza Today - February 2017

Table of Contents for the Digital Edition of Pizza Today - February 2017

Pizza Today - February 2017
Commentary
Contents
Contributors
Expo Spotlight
Interact
Conversation
Man on the Street
Respecting the Craft
On Tap
Destinations
Dough Doctor
Attracting Families
The Waiting Game
Creating a Killer Beer List
A New Look at Italian Sausage
Guanciale
Eggplant
Loyalty Programs
Concept Development
Digital Marketing
The Road to Expo
Pizza Today on the Road: Sal’s, Ithaca, NY
Pizza Today on the Road: Hot Italian, Emeryville, CA
Taking Time Off
Preferred Supplier
Product Showcase
Pizza Today Yellow Pages
The Marketplace
Reader’s Resource
Trending Recipe
Pizza Today - February 2017 - CT1
Pizza Today - February 2017 - CT2
Pizza Today - February 2017 - Pizza Today - February 2017
Pizza Today - February 2017 - Cover2
Pizza Today - February 2017 - Commentary
Pizza Today - February 2017 - 4
Pizza Today - February 2017 - 5
Pizza Today - February 2017 - Contents
Pizza Today - February 2017 - 7
Pizza Today - February 2017 - 8
Pizza Today - February 2017 - 9
Pizza Today - February 2017 - Contributors
Pizza Today - February 2017 - 11
Pizza Today - February 2017 - Expo Spotlight
Pizza Today - February 2017 - 13
Pizza Today - February 2017 - Interact
Pizza Today - February 2017 - 15
Pizza Today - February 2017 - Conversation
Pizza Today - February 2017 - 17
Pizza Today - February 2017 - Man on the Street
Pizza Today - February 2017 - 19
Pizza Today - February 2017 - Respecting the Craft
Pizza Today - February 2017 - 21
Pizza Today - February 2017 - On Tap
Pizza Today - February 2017 - 23
Pizza Today - February 2017 - Destinations
Pizza Today - February 2017 - 25
Pizza Today - February 2017 - Dough Doctor
Pizza Today - February 2017 - 27
Pizza Today - February 2017 - 28
Pizza Today - February 2017 - 29
Pizza Today - February 2017 - Attracting Families
Pizza Today - February 2017 - 31
Pizza Today - February 2017 - 32
Pizza Today - February 2017 - 33
Pizza Today - February 2017 - The Waiting Game
Pizza Today - February 2017 - 35
Pizza Today - February 2017 - 36
Pizza Today - February 2017 - 37
Pizza Today - February 2017 - Creating a Killer Beer List
Pizza Today - February 2017 - 39
Pizza Today - February 2017 - 40
Pizza Today - February 2017 - 41
Pizza Today - February 2017 - 42
Pizza Today - February 2017 - 43
Pizza Today - February 2017 - A New Look at Italian Sausage
Pizza Today - February 2017 - 45
Pizza Today - February 2017 - 46
Pizza Today - February 2017 - 47
Pizza Today - February 2017 - Guanciale
Pizza Today - February 2017 - 49
Pizza Today - February 2017 - 50
Pizza Today - February 2017 - 51
Pizza Today - February 2017 - Eggplant
Pizza Today - February 2017 - 53
Pizza Today - February 2017 - 54
Pizza Today - February 2017 - 55
Pizza Today - February 2017 - Loyalty Programs
Pizza Today - February 2017 - 57
Pizza Today - February 2017 - 58
Pizza Today - February 2017 - 59
Pizza Today - February 2017 - Concept Development
Pizza Today - February 2017 - 61
Pizza Today - February 2017 - 62
Pizza Today - February 2017 - 63
Pizza Today - February 2017 - Digital Marketing
Pizza Today - February 2017 - 65
Pizza Today - February 2017 - 66
Pizza Today - February 2017 - 67
Pizza Today - February 2017 - The Road to Expo
Pizza Today - February 2017 - 69
Pizza Today - February 2017 - Pizza Today on the Road: Sal’s, Ithaca, NY
Pizza Today - February 2017 - 71
Pizza Today - February 2017 - 72
Pizza Today - February 2017 - 73
Pizza Today - February 2017 - Pizza Today on the Road: Hot Italian, Emeryville, CA
Pizza Today - February 2017 - 75
Pizza Today - February 2017 - 76
Pizza Today - February 2017 - 77
Pizza Today - February 2017 - Taking Time Off
Pizza Today - February 2017 - 79
Pizza Today - February 2017 - 80
Pizza Today - February 2017 - 81
Pizza Today - February 2017 - 82
Pizza Today - February 2017 - Preferred Supplier
Pizza Today - February 2017 - 84
Pizza Today - February 2017 - 85
Pizza Today - February 2017 - 86
Pizza Today - February 2017 - 87
Pizza Today - February 2017 - 88
Pizza Today - February 2017 - 89
Pizza Today - February 2017 - 90
Pizza Today - February 2017 - 91
Pizza Today - February 2017 - 92
Pizza Today - February 2017 - 93
Pizza Today - February 2017 - 94
Pizza Today - February 2017 - 95
Pizza Today - February 2017 - 96
Pizza Today - February 2017 - 97
Pizza Today - February 2017 - 98
Pizza Today - February 2017 - 99
Pizza Today - February 2017 - 100
Pizza Today - February 2017 - 101
Pizza Today - February 2017 - 102
Pizza Today - February 2017 - 103
Pizza Today - February 2017 - 104
Pizza Today - February 2017 - 105
Pizza Today - February 2017 - Product Showcase
Pizza Today - February 2017 - 107
Pizza Today - February 2017 - Pizza Today Yellow Pages
Pizza Today - February 2017 - 109
Pizza Today - February 2017 - 110
Pizza Today - February 2017 - 111
Pizza Today - February 2017 - 112
Pizza Today - February 2017 - 113
Pizza Today - February 2017 - 114
Pizza Today - February 2017 - 115
Pizza Today - February 2017 - The Marketplace
Pizza Today - February 2017 - 117
Pizza Today - February 2017 - 118
Pizza Today - February 2017 - 119
Pizza Today - February 2017 - 120
Pizza Today - February 2017 - 121
Pizza Today - February 2017 - 122
Pizza Today - February 2017 - 123
Pizza Today - February 2017 - 124
Pizza Today - February 2017 - 125
Pizza Today - February 2017 - 126
Pizza Today - February 2017 - 127
Pizza Today - February 2017 - 128
Pizza Today - February 2017 - Reader’s Resource
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Pizza Today - February 2017 - Cover4
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