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How to Promote International Beer Day at Your Bar or Restaurant​

How to Promote International Beer Day at Your Bar or Restaurant

By Leslie Radford

Key Takeaways

A Brief History of Beer
How to Promote International Beer Day

Celebrating mankind’s common thirst for what is likely the world’s oldest and most beloved beverage is what International Beer Day is all about. This is the perfect time to promote your selection of beer and encourage people to bring their friends to celebrate in your establishment.

beer tap

A Brief History of Beer

Beer has been consumed by almost every culture throughout human history. The oldest evidence of brewing beer dates back to ancient Babylonia and Mesopotamia. 

In the Middle Ages, Christian monks were brewing beers and introduced the use of hops. Today’s beers continue to be brewed with hops, herbs, or fruits that add flavor. Macro, micro, or craft, the art of brewing beer today remains a craft that employs age-old techniques carefully perfected over the centuries.

International Beer Day was founded by Jesse Avshalomov of Santa Cruz, California in August of 2007. His reasons for founding International Beer Day were to:

  • Gather with friends and enjoy the taste of beer
  • Celebrate those responsible for brewing and serving beer
  • Unite the world under the banner of beer, by celebrating the beers of all nations together on a single day

How to Promote International Beer Day

International Beer Day participants are encouraged to buy each other drinks and to express gratitude to brewers, bartenders, and other beer technicians. It is also suggested that participants sample a beer from another culture. You can leverage this idea to make some extra sales the first weekend of August.

Ideas:

  • Offer discounts on imported beer – Encourage people to try something outside of their comfort zone
  • Have a local brewery host a toast – If you carry a local brewer, you can cross-promote by having them come to your bar or restaurant to give an educational speech on beer culture
  • Host a special Happy Hour – Reserve a time to offer deals on particular beers you carry
  • Add a new beer to your menu – Most people love trying something new. This would be an opportune time to announce a new beer to your menu
  • Offer a beer-infused dish – Allow your chef to get creative with a new dish using beer or offer a special on a beer-infused dish already on your menu
beer with friends

Conclusion

There are lots of things you can do to draw in repeat and new customers on International Beer Day. Beer, after all, brings us all together!