Draught vs. Bottled Beer

The popularity of premium and imported beers continues unabated. Bars and clubs, as well as pubs, now serve enormously diverse and exotic styles of beers from around the world in draught form as well as in a bottle. So what is the difference between the two methods of presentation and which one is the better beer I hear you say? Let’s ask the opinions of the experts.

Without question, every brewer agrees that draught beer is the closest route from brewing vessels to your lips. If all conditions are correct you can’t serve a better beer. According to Sean Prendergast InBev Regional Director Australia and New Zealand, “It’s the theatre of the pouring ritual with branded glass and proper coaster that meets our client’s requirements. We were the pioneers of the pouring ritual through our Belgian Beer Cafes which provided a new way of presenting our Stella Artois to the Australian market.”

James Tait, Corporate Affairs Lion Nathan Australia states that tap sales currently account for approximately 1/4 of the total beer market in volume terms. “Beer drinkers love the entire experience of tap beer from watching their drink being poured, to its presentation with the perfect head, to watching the rings appear down the side of the glass as they drink it. Increasingly we're identifying ways of making our beers available to as many consumers as possible on tap. An example is the innovative Heineken David System which is a portable 20 litre draught solution being used increasingly by smaller venues such as restaurants and premium cocktail bars. We're identifying ways of ensuring the attributes associated with these beers, including strong branding, can be transferred from the pack to tap offering. For example, at the Beck's Icon Bars we've installed special dishwashers to ensure glassware is as clean as possible and supplied branded glassware and coasters. In addition, staffs have been trained in the theatre of the pour to ensure the beer is presented in the best possible light. All of this adds value for the consumer while also giving them the experience associated with a tap beer.

Beck’s is the most popular German beer in the world: brewed in Bremen since 1873, and in strict accordance with the German Beer Purity Law of 1516. The success of Beck’s is based on a few important factors, including an emphasis on being a German ‘spitzen Pilsner von Welt’ or ‘world class premium pilsners’, and the inclusion of Hallertau hops of Bavaria, considered by some to be the finest pils hops in the world. The use of these hops may cause a few raised eyebrows due to the lightness in colour and put to question its strength and character, but after a swallow or two you will experience a clean crisp taste with plenty of back bitterness and a full rich flavour. Beck’s has a clear crisp white blond appearance with a creamy well-compacted head, subtly sweet aroma, with emphasis on lightness in style.

We spoke with Carlton & United Beverage’s Beverage Ambassador Dermot O’Donnell on the subject. “Without doubt, tap beer is the freshest beverage to the consumer, and provides us with an immediate test market situation. We can take their comments back to the office and act upon them to enhance the drinking experience. It’s a win-win for all concerned. The beer consumer is willing to pay for the ritual pour experience, while draught beer offers a better margin for the bar or club. It’s also allows for more places to dispense the product without the added costs of boxes, labels, and bottles which are a more costly investment” According to Brad Rogers Head Brewer for Matilda Bay Brewing “ Its all about visibility and point of difference. Seeing the beer font will influence drinker’s choice, no doubt. Beer drinkers want the whole package and literally ‘drink with their eyes.”

Japanese Asahi and French Kronenbourg 1664 and two imported beers in the CUB stable that have made quite a splash in the glass of recent times. Asahi draught was developed in 1987 by the demands from Japanese consumers who wanted a beer with similar attributes to white wine. A beer that was lighter, more refreshing, and compliments more varied food accompaniments. The resulting Super Dry was so popular the brewery couldn’t keep up with demand. Carlton & United Beverages has a tight and controlled distribution strategy which they intend to maintain. To ensure long term customer viability and consumer appeal. For those customers who have made the required investment and effort in extensive staff training and glassware reticulation there has been a positive return.

Kronenbourg 1664 is another success story on tap. It’s France’s #1 selling beer and #2 in the UK. The use of locally grown Alsace hop strisselspalt known as ‘the caviar of hops’ creates a flavour profile of a beer that’s more bitter than sweet with a distinctive tangy citrus taste at mid-palate. Kronenbourg 1664 was launched in the UK in 1952 to mark the Queen’s accession to the throne. On tap features the Head Injection Tap (HIT) that provides a tight smooth white creamy head that lasts to the bottom of the glass.

So are there any downsides to beer on tap? Most brewing people agree that areas of possible concern lie in poorly maintained dispensing systems and the lack of properly managed cellaring procedures would be the biggest concern. After that it’s lack of stock turnover leading to stale beer. Plus, bottles are more expensive to produce and perhaps less consistency According to Mr Predergast “If you’re not selling at least a keg a week you should be selling by the bottle.”

So are there any good points to bottled beer? Back to InBev “It allows the consumer to badge themselves to show others the experience.” And from my opinion, you have the ability to replenish the head to reinvigorate the aroma. Besides, very few households have the luxury of keeping a keg in the fridge. Plus, on the run and thirsty, nothing beats a coldie.