He spoke about the “bored consumer, bored with everything bland” where pubs could, if they wanted, represent “a world of taste with a world of curiosity in the story of the pub”.
He also told the audience, “All the surveys show that binge-drinking has to do with bland beers and not the more expensive craft beers,” before asking the question, “As publicans we’re open, but we’re open for what?”.
Why do customers come to your pub, he wanted to know.
“To be entertained, to be engaged” he answered, “Build your pub into a brand that gives you a price premium”.
He quoted Rolf Jensen of the Copenhagen Institute for Future Studies who stated, “Companies need to understand that their products are less important than their stories”.
So what’s the story of your pub, he asked?
“If you’re not different, I’m not going to your pub.
“Whatever product you have in your bar, make sure you know the story of it as we need to know about it as consumers. Be different.”
And publicans should begin to help tell their story by serving beer in the right glass.