Expectation

To be fair, the Morrison's buyer doesn't seem to know much about beer either

I hate getting into arguments online.  No, really, I do.  All I really can easily handle is taking the piss out of something or somebody, being called a twat, and ending it there. As I've said before, I know I'm not everyone's cup of tea so undoubtedly more than a few people find me annoying. What I really don't like however, are those absolutely determined to grasp the wrong end of the stick and who proceed to bash you over the head with it.

The most recent incident happened on Monday.  It started trivially, as these things always do.  Basically, Moor Brewery have got permission to say their canned beer is "CAMRA Approved".  Something to do with secondary fermentation in the can, I believe.  I questioned what your average consumer would make of a can of beer pouring out cloudy.  One particularly well-known "Beer Communicator" replied that it was the job of the shop's staff to inform them that this was entirely normal.

As always with me, things escalated.  I asked the Communicator whether they themselves would expound their specialist beer knowledge for supermarket wages (usually minimum wage)? Naturally, they avoided the question and said that just because I was unhappy in my job it doesn't mean I should take it out on them.  What can you say to that?  Thankfully, I didn't have to, as they used the typical passive-aggressive tactic of saying they no longer wanted to discuss this further.

So, what kind of service should you expect in your average shop that sells beer?  Ideally, somewhere with a reasonably wide range would have someone reasonably knowledgeable on hand to say what the beer is like.  Unfortunately, outside specialist retail, this will very rarely be the case.

A supermarket these is staffed differently than how a lot of people imagine.    The majority of the work happens out of sight of the customer. The shelves are filled up during the night and early morning to minimise distraction and the workers are usually students on short-hours contracts (for flexibility reasons usually, older workers are usually filtered out because they have "commitments"). If there's anyone during the day, it's usually for cosmetic reasons, or to fill up the things that it's not possible to have an entire day's worth on the shelf at any one time.

So when a customer comes in and wants to know what beer or wine to buy, it will be difficult for staff to assist them in a pertinent way, even if there's anyone available to do so.  The best you will typically get is to be told what sells the most "so must be popular".  The days of having Specialist Licenced Department staff are pretty much over.  If you actually know a lot about drinks, you're unlikely to be prepared to work for what the supermarket trade will pay you.

As it happens, at the shop I work at, I'm known for knowing a bit about beer and spirits, so any queries about this inevitably end up directed to me.  To be honest, such things aren't really my job. I'm meant to be doing inventory management, date checking and pricing information.  But I go along and do it anyway, as it's easier to do that than to tell my colleagues "Piss off, I'm busy."

Such things are an exception.  In most places, you won't find anyone to explain why that can of Moor Revival was cloudier than you expected.  If you make enough of a fuss, you'll be given a refund.  But it's doubtful you'll be enlightened about the subtleties of unfiltered beer and can-conditioning.

With the advent of Craft Beer ranges in big shops, this will happen more and more often.  I can't see the retailers splashing out on specialised training for staff who could be used more "efficiently" filling shelves or manning the self-service till.  So, if you want knowledge, go to a specialist shop.  But don't complain you have to pay 33% more for the privilege.

Dedicated Follower of Fashion

They seek it here, they seek it there

As many of you know, I work in a shop that sells (amongst other things) beer. We do around 300 lines of what is known in the trade as "Premium Bottled Ales", and have won awards for it. However, about 18 months ago our beer buyer decided this was not enough. No. He'd read that "Craft" was now a "thing".

So, we spent two days shoving up the PBAs and "World Lagers" to make room for the extra 90 lines he'd decided we should have, completely buggering the layout that took me a week to do in August 2012. But no matter. We were now selling stuff like DNA, Goose Island Honkers and cans of Thwaites 13 Guns.

Since the time it went in, I have learned many things about craft beer retailing. One being the habits of your average Crafty.  One person I know looked over our whole bay of Craft Cans and said "Well. It's ok. I suppose. Will you be getting Magic Rock in?" Two months later Salty Kiss, Cannonball and High Wire were listed and duly arrived.

Mr. Resident Crafty came shopping two days later. I took him to the beer and showed him our shiny new lines. "Hmm. Cannonball's alright. But will you be getting any Moor soon?". Ok. Right then. Eventually our buyer reached Bristol on his tasting tour, and the Moor came in at the end of April.

Mr Crafty told me that Nor'Hop and So'Hop weren't the best we could have got from them. Any more new lines coming in?

And this is the thing about trying to appeal to the Hardcore Crafty consumer. Your range, however large or diverse is never quite good enough. You need a constant turnover of "new" and "exciting" stuff otherwise they get bored and complain. In matters of the Craft, they are as fickle as can be.

We're getting Beavertown Bloody 'Ell and BrewDog Black Hammer soon. Do you think they'll be happy then?