Here’s a good example of a definition in a website format.

Wrapped Full Sale Session Lager bottles

Wrapped Full Sale Session Lager bottles

Most women in the focus groups I conduct (and I find it’s true with many men as well in conversation) are unfamiliar or unsure of what specific industry terms mean. “Craft”, “microbrewery”, “brew pub” – they all need constant further clarification for the average consumer.

This is not a gender issue – it’s an expert mentality issue. Don’t use jargon. Get out of your expert mentality – you’re selling a product to the average consumer. And like any averages, there are more knowledgeable and less knowledgeable people…aim for the average where definitions are concerned. You’ll never insult someone by offering a definition that is non-condescending. They’ll either confirm they know (which solidifies their enthusiasm) or learn.

Definitions could be used for a solid pre-shift, a fun piece of wall art, or a basis of a contest – “how many can you inform?!”.

Just be sure you do something about it.

Define, educate, improve the customer experience. Everyone reaps the benefits.

Categories: Beer, Education & Training
Tags: , , , ,

Leave a Reply