Educate your sales staff. Staff should taste the beers they sell, and be able to talk to customers from personal experience. They also should be able to suggest what types of beers will go best with different foods. Use beer lists or menus with descriptive language to entice your customers to try new beer styles or beers from brewers they may not be familiar with. Change your selection occasionally and add new products.
Consumers like to experiment.
Stay on top of what's hot. Read everything you can find, and listen to your customers. He has also written more than 200 articles about food, beverage and equipment for a variety of trade magazines and company newsletters.