Source: NBWA’s Beer First Initiative, Beer Institute and CGA by NielsenIQ, Path to Purchase Study (2022)
 Having beer on a menu with a proper, approachable description helps bring customers to your accounts and encourages beer sales. One-third of on-premise customers check drink menus before their visit.

Another key influencer is your accounts' serving staff. Their knowledge influences guest purchasing decisions more than any other factor. With your understanding of beer style and flavor, you can help them sell more of it.

Source: NBWA’s Beer First Initiative and CGA by NielsenIQ, OPUS (Fall 2022)