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06 - 07 February 2018
Olympia London

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Annabel Smith on Beer

What beer trend is most exciting you at present and why?

It’s seeing beer being premiumised and stocked by high end outlets, almost in the same way that fine wines are. It’s been a long time coming, but the beer category is gradually shedding its ‘working class’ image as drinkers become more knowledgeable about the huge spectrum of exciting styles and flavours. It’s great to see the curiosity consumers are developing about beer. We need to capitalise on this trend and get more people being offered beer as well as wine as a ‘drink of choice’ with food when dining.

 

What do you think is the biggest crime against beer in pubs at present?

Lack of staff knowledge. There is such a massive interest in beer at the moment amongst a new generation of consumers, and we won’t sustain, or keep this interest, if the people who sell beer don’t know the basic differences between styles, formats and brands.

 

What tips would you give licensees in helping to drive beer sales in 2017?

Get your staff excited and engaged with the beer category through investing in a bit of training. Trained staff tend to be more motivated, happier at work, and therefore stay with an employer longer. If they know their IPAs from their Stouts, and their pilsners from their porters, they will be able to knowledgeably recommend a beer to a customer, even if it’s just a small thing like saying “This is one of my favourites”.

Secondly, get your quality right first time, every time. This may be at the expense of reducing your fraught range to ensure faster throughputs, but it’s better to focus on quality rather than quantity. Beer drinkers are extremely focused on quality and if it’s not right, they have no hesitation in talking about it to other drinkers which can damage the retailer’s reputation.

 

Any great examples of pubs getting it right you have come across and really rate?

Lots of great beer bars out there doing some really exciting, inventive stuff. Mother Kellys in Bethnal Green is a great tap room and bottle shop which combines an extensive range of draught and packaged beers with really well informed staff. The Parcel Yard at Kings Cross station has exceptional service, well kept beer and is run like a tight ship for such a busy venue. Friends of Ham (branches in Leeds and Ilkley) have almost led the field in the North with their approach to marketing beer and also their range of premium beers stacked alongside a fantastic wine list.

 

What breweries are exciting you with their products at present?

Amongst the new wave, Beavertown are producing some really exceptional experimental beers which have caught the imagination of a lot of new drinkers to the category. Thornbridge continually delight me with their combination of flavour innovation and quality. Brew By Numbers is an interesting concept and one that has marked them out as innovators.

 

What would be your desert island beer?

Ah, this is such a difficult question! If pushed, I’m going to say a case of Westmalle Tripel.

Commercial Partners

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  • WSET
    Taste Table
    Partner
  • ​​​​​​Bar Pong
    New Brew
    Partner
  • Impact Data
    Tech Sponsor

Industry Partners

  • the almr
  • Beer Academy
  • beer day brit
  • Beer Marketing Awards
  • BII
  • Beer Pub
  • Enterprise
  • FSC
  • Hospitality Action
  • inn places
  • Support & Care
  • On Trade Consulting
  • WSET

Media Partners

  • bar
  • Eat Out
  • inapub
  • propel
  • World of hospitality
  • "People from the industry can meet as many suppliers as possible under one roof and get ideas to help them increase their sales"
    Tim Martin
    JD Wetherspoons
  • “Pubs are innovating, and PUB is the place to come and see that innovation and to learn and to take away”
    Brigid Simmonds
    Chief Executive, BBPA
  • “PUB17 was a great platform for us to link up with potential customers that until the show had never even heard of us! Our stand was busy for the full two days and the positive feedback has really kickstarted our journey in the UK”
    Dafydd Evans
    UK Sales & Marketing Director, European Shuffleboard
  • "PUB gives people the opportunity to nurture the relationships that they already have and to make new friends and forge new relationships."
    Amy Lamé
    London Night Czar
  • "There’s plenty of ideas and inspiration to be found here and it makes perfect sense for it to all be under one roof.”
    Dan Shotton
    Managing Director, Redcomb Pubs
  • "This show gives suppliers a chance to showcase their wares, and you are going to get more things available to customers going forward which will hopefully make their businesses even more successful"
    Nick Miller
    Former CEO, Meantime Brewery
  • "It is really important to get like-minded people together at this show. You read lots about other operators in the trade. It is nice to see them in the flesh & share ideas"
    James Nye
    Managing Director, Anglian Country Inns
  • "It is great for finding new suppliers. I have been looking for something for seven years that I found at this show. It is definitely worth putting in the time to come"
    Tim Foster
    Co-founder and Head of being Awesome, Yummy Pubs
  • "It’s a great chance to meet up with colleagues from the across the sector, pick up new ideas and talk to a broad range of established and new suppliers"
    Paul Charity
    Managing Director, Propel Info
  • "PUB is a hub to bring people together"
    Anthony Pender
    Chairman, BII
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