What's On Tap?
Where Everybody Knows Your Name
Once you're loaded on beer (knowledge, of course), the trick is finding the right promotion to get it into the bar. "There are people coming in all the time saying, 'Will you carry my beer?'" said Patrick O'Neill, general manager of the The Belgian Cafe, Philadelphia. Along with its sister bar Monk's Cafe, The Belgian Cafe is one of the premier beer spots in the United States, with over 200 different bottles of domestic and imported beer—if anyone knows what sells beer, it's them. "They'll usually bring in some [promotional] stuff, and I'll tell them if it's something I don't need."
- Companies:
- Openers Plus
Kyle A. Richardson is the editorial director of Promo Marketing. He joined the company in 2006 brings more than a decade of publishing, marketing and media experience to the magazine. If you see him, buy him a drink.