International Beer Day is an opportunity for pubs and bars to attract new customers, encourage repeat visits and showcase their beer range. From guest ales and beer tastings to limited-time offers, a well-planned event can help build customer loyalty beyond a single day.

Jack Carnduff loves to surprise drinkers at his vintage comic book-inspired pub.

The General Manager of The Drawing Board in Leamington Spa, known for its quality craft ales, tapas and Sunday roasts, says balance is everything.

“You don’t want to stray too far from firm lager or ale favourites but it’s good to throw in new and exciting IPAs, a 9% sour, the odd really weird stout or something totally different,” he says.

“Give customers what they know and love but keep them guessing and thrill them so it’s never dull.”

Excite your customers

“Try guest lines alongside your dependable, trusted core range to bring the energy. Limited releases or unusual styles create excitement and encourage people to try new beers,” adds Jack. “Even if they’re not permanent, it’s the mix of familiarity and surprise that keeps people engaged.”

Tempt guests to explore

Jack’s bar menu reflects the fact that craft ale drinkers are driven by discovery: “We’ll offer a wide range – from a tropical, easy-drinking pale to something more distinctive like an apricot IPA.

“We’ve got a 2.7% ale that’s shocked customers because it packs a punch, and it’s making them think differently about things.”

The result is a line-up that feels fresh, even for regulars, because “people like to feel like they’ve explored a bit, even if they come to the same pub every time.”

Don’t be afraid to push the price

Jack says customers accept a small premium if the value is clear. “They’re happy to pay a little extra for the atmosphere and knowledgeable staff who can advise on the beer and set high standards for proper line cleaning and cellar care. The payoff is a noticeably better pint.”

Window shopping

Treat the day as a trial rather than a profit driver. Jack says: “Drop the price, put extra stuff on. You might not make the most money that day, but you will tempt people back. “It’s an opportunity to showcase range, bring in new customers and remind regulars what you can do.

“One day won’t make or break your year, but you could set yourself up to do well for the rest of it.”

Mix it up

Pair lighter, summery 3.5% session IPAs with one or two beers you want guests to keep drinking into autumn and winter. Jack says: “On the day itself customers will still want to pretend it’s warm, but encourage them to try something different and they’ll return long into autumn and beyond. The goal is simple. Keep things interesting, exciting and fresh and customers will return.”