What should I consider when doing a beer tasting at my store?

1. Order Matters.
Many "beer experts" suggest that beers should be tasted from lightest to darkest. This is flawed. Color has nothing to do with your "tasting a beer." Sure, color is often an indication of what you might be in for, but for the most part and with most drinkers, it’s psychological. At your store or restaurant you'll want to consider two things: alcohol content and hop levels. Keep your hoppy and high alcohol beers towards the end so to avoid ruining your customer's palate early in the tasting.

2. Include Tasting Notes.
Share your thoughts, describe what you’'re tasting, and encourage feedback from your customers. For our products we have included tasting notes in our sales sheets, so be sure to reference those materials when describing a new product to your tasting customers.

3. Cleanse The Palate.
It's highly recommended that you have some water as well as bread, crackers and even popcorn on hand to cleanse the palate between beers and to help stave off inebriation. Avoid salty foods or anything that could overpower the senses – you want to clean the palate, not destroy it.

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