If I did not, here it is. Fal Allen’s exhaustive list of terms.
Even if I already did, it’s important to remember: The customer is not the expert.
Give them education or give them bad beer (with apologies to Patrick Henry).
KEY HERE: A lot of people do not know what “Craft” beer means. Explain it to them, help them learn and distinguish. At the same time, teach them what non craft beer is as well. Turn about it fair play in the education arena.
I’m not saying customers are stupid; I’m saying that you have to educate, constantly – your own staff too. Customers are smart – they know what they want to know and sometimes do not know what they don’t know (you know??).
Give it to them.
Photo courtesy of Flickr by sarasita