And while exotic beer can help cultivate a new crowd, it can also alienate the old one. Introducing new products with a promotion or tasting is a good idea, and makes it seem like you are changing things for the benefit of the customer. Always store your beer in as cool a place as possible. Most kegs are unpasteurized, but unless you know which are and which aren't, keep them all refrigerated. Store your beer in as dark a place as possible, keeping bottles in their case until they're needed.
Fluorescent light is the most harmful to beer.
Since most display cases use fluorescent lights, try putting colored paper or fabric around the bulbs. AGE Beer is a perishable product, so rotate your kegs and cases as they come in by putting new stock beneath or behind new stock, depending on your arrangement. Also, rotate bottles as they are restocked into display cases and takeout coolers. Many high-end beers have a slight sediment of yeast on the bottom of the bottle. This is normal.