You now understand the value of style assortment for account profitability. Accounts can keep consumers ordering beer by offering different flavor profiles through varying beer styles. Without options, customers may switch to wine or spirits, not order a second beer, or visit a different account.

Beer menus are also important. If customers don't know what a beer might taste like, they may order a less profitable, more well-known brand. Or they may choose wine or spirits. Those consumers who check menus online before visiting may choose another account.

Another vital factor is server knowledge. Untrained servers may be unable to recommend lesser-known, higher-priced offerings if they are uncomfortable describing how beer styles taste. Untrained bar staff may serve beer in the wrong glassware—they may serve too large a serving of a high-ABV or high-cost brand, eroding profitability. Customers who receive large servings of higher-ABV beer may not order a second glass.

All of these issues can result in a decline in customer retention and revenue. But you can help. And when your accounts sell more beer, you will, too.

In the next lessons, you'll learn a framework to incorporate your beer styles knowledge into a sales call. You'll see due diligence tasks to perform to help you prepare for these discussions.