How Does Your Beer Display Rate?
As I was getting ready for my weekend, I noticed this tweet come across my computer screen.
So what does everyone think about the increased use of rating #’s in craft beer stores? Good, bad, annoying?
June 17 Via @AllOverBeer
Before tackling the topic, a little background on myself. I write for RateBeer.com as the Editor for The Hop Press. Ironically, I don’t contribute much to the site as far as reviews and ratings. I’ve been a loyal RateBeer user for a few years now and think Ratebeer and Beer Advocate (and other beer rating websites) are incredible tools for learning more about the craft beer world.
With this in mind (have I exposed a possible bias?) I support the idea of ratings tags on shelves. The beer aisle is getting bigger every day and more cramped with various craft beer labels that the average consumer knows nothing about. While this is a function of expanded distribution for some breweries, it is also due to new breweries popping up locally as well as contract beer making its way to select locations. Having a shelf tag under the beer only helps the consumer make a decision, with the help of some friends, as to what might be worth their money.
Skeptics might have a few problems with this idea. The first comment you might hear is regarding the number displayed. Is this overall or by style? A store will no doubt put up the higher number in an attempt to sell more beer. While this is true, I find it hard to argue with an established overall or style rating generated by RateBeer users. Whether overall or by style a beer has to have some real support in order to obtain a 90+ on either category.
This brings us to a second issue, and that’s whether you agree with these ratings or not. While some will be contrarian and insist they don’t agree with the numbers ever, the RateBeer ratings are based on the opinion of many with a weighted average used to place the beer in relationship to others, either overall or by style. If 500 people come together and apply a rating to a beer which earns it a certain percentage overall or by style, this is a community opinion. As far as craft beer drinkers are concerned, this is as close to a general consensus as we can get.
Think of the alternative. In the past (and still some today) stores would allow their managers to make picks. This manager didn’t have to like beer or even have tasted the beer. Usually, the manager’s pick would be beer nearing expiration, or something tied to an incentive for sales. If a difference in opinion could ever come about, this would be a prime candidate.
Yet in the end, shelf tags aren’t perfect. As I mentioned, stores will put whichever category scores higher out of overall and style. Personally, I’d love to see shelf tags with both, but even then, a description of what the numbers means is still required.
When it’s all said and done though, a more educated customer is the goal. This can be agreed upon by sales people, brewery staff and beer geeks alike. The fact that the uninitiated are rapidly adopting craft beer is a sign that education is on the rise. Shelf tags may be their first exposure to a rating site. Who knows what may come of a customer seeing a shelf tags and unearthing a world of craft beer? How many of you were introduced to RateBeer and saw your appreciation for beer increase with the new access to information?
3 Comments to “How Does Your Beer Display Rate?”
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I do appreciate that the rankings are from a consortium of dedicated drinkers compared to wine, which historically was dominated by one individual or several publications.
I would prefer seeing rating tag #’s by style (clearly indicated) rather than overall best for two reasons.
1) RateBeer’s overall best list illustrates a clear preference for high ABV beers.
2) If style is listed it will provide rating clarity and “may” educate people more about beer style variety and differences in flavor/aroma.
Ultimately though, I think rating tags will educate people more about the value of the number than the beer itself.
Let’s just say first of all that I think the idea itself is really cool. I mean, I’m on Ratebeer, right? And it’s always convenient to be able to know a rating up front before you shop, instead of fidgeting with your phone while holding onto your shopping basket…
However, I think this would be hard to implement in real life. A lot of beer stores will stock a variety of brands depending on distribution deals and various other concerns. Not all of these beers will be rated highly, but many are still the “bread and butter” – mediocre beers that the common man likes because they’re good value and easy to drink. Putting out some shelf tags would certainly create an atmosphere where customers would like to know the ratings of all the beers, which would again force store owners to tag even the lower-rated products they depend on selling a lot of. While this would certainly escalate the overall quality of consumer purchases, I doubt that too many shop owners would risk it.
Still: it could be worth a go for some, and I know that several stores are using RB as a guideline for what to order for their shelves anyway so this could be a good thing for them.
@AllOverBeer I think we need to realize who these rating tags are aimed at. They aren’t directed at anyone reading this article. They aren’t for beer geeks who already know beer. They’re for the person who tried a Sierra Nevada, liked it, has heard about this craft beer thing and wants to try another. Shelf tags also contain brief descriptions of the beer.
I’ll admit, I buy wine based on the rating tags. Sure, I know the types of wine I like, but that’s about it. As a novice, I appreciate the guidance because the employees at most stores aren’t very helpful.
@ClubGonzo A store owner who uses shelf tags does so to move product. These lower rated staples you mention don’t need any help, they sell themselves. When nobody knows about these new bottles of Sofie on the shelf and you want to encourage them to take some home, a shelf tag is a great way to do that. I don’t think anyone would then expect a shelf tag under their everyday beer.