Taster Trays
Tasters at Bend Brewing
They're not for everyone, but when I'm checking out a brewery for the first time, I'll usually inquire about getting a taster tray. I like the fact that a taster tray gives you the opportunity to try a variety of a brewery's beers. It gives you a sense of a brewery's style and consistency across its offerings. Taster trays help guide decisions about subsequent beer orders, and they give you an opportunity to try beers you might not otherwise typically order.
While out of town last week, I had two different experiences that prompted me to think more (or perhaps a little too much) about taster trays. The first was at Bend Brewing. I had never been to the brewery and wasn't familiar with many of the brewery's beers. I inquired about a taster tray, and the bartender asked me if I wanted to try all ten beers. Some quick math (ten beers x 5 oz pours = 50 oz of beer before lunch, by myself) led me to explore other options. Here, it was easy. "Or, tasters are a buck a piece," said the bartender. I wish more places offered the same deal. I ordered a more manageable four 5-ounce pours.
At Standing Stone Brewing, on the other hand, the experience was a little different. I asked about a taster tray and the bartender told me that taster trays were $5. The menu listed six beers; the $5 tray included tastes of all six. The day of my visit, however, Standing Stone only had three beers available on tap. The bartender told me that I could still get a tray with those three beers, but it would still be $5. I opted not to order the tray, and ordered a pint of IPA instead.
The experience will always differ from place to place, but these two stops got me thinking about expectations when it comes to taster trays. Should all breweries offer a taster tray? Should tasters be available individually (either for purchase or for free)? Should a tray include all available beers, or a select number? How much should tasters cost?
Does it really need to be complicated? Can't more places just make things easy at a buck a piece?
July 12th, 2010 - 19:17
I guess it depends on your definition of “taster”. I’ve found most places will give you a “taste” before committing to a full pint (or larger). That’s a smart move. It won’t be a 5oz pour, but it will be enough to give you an idea. Maybe there’s a need for the ability to order something smaller than a pint? Most pubs in the UK offer half pints (does the Horse Brass too?). Why not here? But I do think that what Standing Stone offered up was wrong. If you have a taster tray that’s 6 beers, but you only have 3 available either take it off the menu or over it at half the cost. I like tasters. I don’t get them often, but I like the concept and the ability to try the full lineup for a more affordable price and smaller servings.
July 12th, 2010 - 19:19
I guess it depends on your definition of “taster”. I’ve found most places will give you a “taste” before committing to a full pint (or larger). That’s a smart move. It won’t be a 5oz pour, but it will be enough to give you an idea. Maybe there’s a need for the ability to order something smaller than a pint? Most pubs in the UK offer half pints (does the Horse Brass too?). Why not here? But I do think that what Standing Stone offered up was wrong. If you have a taster tray that’s 6 beers, but you only have 3 available either take it off the menu or offer it at half the cost. I like tasters. I don’t get them often, but I like the concept and the ability to try the full lineup for a more affordable price and smaller servings.
July 12th, 2010 - 19:42
I love them. Its so much more convenient than asking to try a ton of samples until you find the one worth buying. Pike up in Seattle has a great system, where you buy a 6 beer sampler, then get to choose the six in the sampler out of their large tap selection.
July 12th, 2010 - 20:03
I like the offer that Bend Brewing gave you. A full taster tray at one price, or an “a la cart” option.
I think all breweries should do this.
On a side note, I really wish more beer bars offered this option. Take Puckerfest at Belmont Station for example. I’d love it if they had a taster tray option with the day’s sour beer offerings. There’s a lot of stuff I want to try, but too many each day for me to want to try in one sitting. Let me taste all of them first, then let me pick which ones I want more of.
July 14th, 2010 - 08:05
Taster trays have their up’s and downs.
For the bar tenders it is time consuming and a bit tedious, but necessary, to load up a taster tray. Not to mention that cleaning up a taster tray is a lot more work than say a pint. I’m not saying taster trays are bad just realize that, especially when it is busy, a taster tray may take longer to get due to this.
All brewery’s should offer tasters trays a-la-carte, Double Mountain is this way with specialty beers usually being a bit more expensive per taste than standards. If you can’t decide between say 2 or 3 beers you should feel comfortable asking for a small sample of each to decide. If that is against the brewery’s policy I’d consider voicing your opinion on the mater, it is the only way to help change policy. But I consider it bad form to ask for a small sample of every beer on tap, if you want to try them all pay for a taster tray.
I agree with Jeff that taster trays would be appreciated at say Puckerfest but this requires a significant investment in glass ware, labor to fill and clean all the small glasses, and space (of which Belmont has very little). I don’t think it can be pulled off effectively at super busy events. Maybe a “taster hour” can be put in effect during the slow part of the day to encourage more business while also pleasing your consumers. Or perhaps allowing customers to purchase a special taster glass which can be used with the understanding that the bar tender will only rinse it (not clean it) between each taste, thus eliminating the need to clean glassware or the need for extra space.
Kyle
Double Mountain Brewery
July 14th, 2010 - 17:47
Thanks Kyle, I realize that patience is required for taster trays – both on the part of the bartender and the patron. Great ideas with the specific hours and/or continuing to use the same glass for the same customer. Anybody know of places doing either of these?
Jeff, I also like when bars/taprooms offer the taster trays. Take Bailey’s Taproom as an example – it’s great to sit down and try a variety of beers that are on tap, especially when the taps rotate so freqently.
As a general comment, I do think bars, restaurants, and breweries should all offer small tastes of any beer for free. At the same time, customers should, as Kyle suggests, narrow the selection to a couple choices and go from there.