Do Guest Ales Matter?

Ales are always a tricky one to get right. Not too hoppy. Must be the right ABV. Don’t forget the right colour too. So why should you bother to stock a guest ale? Hint: they bring more money to your pocket …

Guest ales are estimated to make up around 5% of a pubs total sale – so by not stocking one, your business could be taking a hit. But they bring more to the table then pure sales. Let’s take a look at some of their benefits:

1. Your pub becomes more memorable. You’re no longer just the pub that serves your regular beers, instead you stand out by bringing in a novel rotational guest to distinguish your pub. In fact, its scientifically proven that novelty improves recall for humans (Lorents, Ruitenberg, Schomaker 2013).
2. Your pub gets more sales. Some consumers are attracted to new or novel products and are happy to pay above the odds for something new. Just look at the craft beer market – which is forecast to grow 12.8% annually to £85 Billion by 2025. So, by bringing in a ‘craft’ guest ale, you can attract these higher spending customers and make your pub more profitable.
3. You can bring in additional variety for your regulars. Every now and then its nice to have the option to test out something new – which can keep your locals satisfied, and allow you to test potential permanent products.
4. Moreover, a guest ale has limited risk. Unlike an installation for a beer line, you only have to cover the cost of the keg. At £5 per pint, you would only need to sell 17 pints to cover your costs, or roughly 26% of the cask. Do you think if you added a new exciting extra guest ale, you’d struggle to sell 17 pints of it a week?

So, more sales, higher margins and a more memorable pub … why not try it out? At alcohol wholesaler 7 Day Cellar, there is no minimum order, and you can get your alcohol delivered the very same day. So, you don’t need to risk trying to meet a minimum order, only to not sell the remaining products.

We also offer monthly rotational guest ales from all across the UK … but once they’re gone, they’re gone. Please get in touch on 01278 787 210 if you think we can start supplying you and help you grow your pub.

So next time someone asks you; ‘Should I bring in a guest ale?’ or ‘Are guest ales important’ - show off your knowledge and share this article with them!