In the August 8 issue of Retail Express, we look at how you can get your craft beer range fit for the future. Here is your 13-point checklist to drive sales.

Getting started

1) Find out which craft beers are stocked by your competition and at what price.
2) Introduce a selection of beers from local breweries.
3) Make sure you are stocking well-known craft brands, such as Brewdog, Goose Island and Brooklyn Lager.
4) Make sure you are stocking craft lagers, IPAs and pale ales, as 90% of sales in this area come from those beer styles.
5) Stock brands like Maltsmiths that cater for those who are curious about getting into craft beer.

Building reputation

1) Add pairing notes or background information on cards on your shelf.
2) Work with breweries to understand the drinks so you can recommend different beers to your shoppers.
3) Keep an eye on your EPoS data to justify switching any lines.
4) Promote your range on social media and call on other breweries to get in touch.
5) Extend your range to include stouts, wheat beers and interesting niche flavours.

Future proof

1) Stock lines that have limited availability and promote that you will be selling them at a certain time on social media.
2) Introduce a sampling bar or hold tasting sessions in store with different breweries.
3) Become a craft beer specialist by stocking more than 200 lines.