5-channel strategy for building KBC's on-trade and off-trade presence across Ireland.
Each channel has a different buyer, a different pitch, and a different close. Know your audience before you walk in the door.
Traditional pubs, gastropubs, late-night bars
Chapel Lane Lager (lager replacement), Railway Heist (Irish red fans), Low Voltage (session drinkers)
1–2 taps, minimum 3 kegs first order
4-star hotels, boutique hotels, upscale restaurants
Full range — Electric Juice and Soldiers Island for craft-forward menus, Chapel Lane for broad appeal
Custom beer for the hotel (contract brewing)
Independent off-licences, craft beer specialists
Cases 24×330ml, mixed taster packs
€48–55 per case, recommended retail €2.80–3.50/can
Food festivals, beer festivals, corporate events, weddings
50L kegs for volume, branded cups and signage
€5–6 per pint, higher margin than on-trade
Coworking spaces, tech offices, corporate hospitality
Mixed cases, monthly subscription
Recurring monthly order
Every successful sale follows the same arc: preparation, presence, product, story, listen, offer, close. Never skip a step.
Research the venue — check what’s on tap, who the owner is, look at their social media.
PreparationWalk in with product. ALWAYS bring beer — never pitch without samples.
Non-negotiableAsk to speak to the owner/manager. Don’t pitch to bar staff.
Open: “I’m Barry from Kildare Brewing Company — we’re the local brewery here in Sallins. I brought you some beer to try.”
The openerPour/open samples. Let the beer do the talking.
While they taste: share the story — local, unfiltered, unpasteurised.
Ask: “What craft beers are you currently pouring?”
Discovery questionListen. Understand their setup. This is where you learn what matters to them.
70/30 rule — listen more than you talkPresent the offer — reference the Grand Slam Offer tiers.
Close: “I can have kegs here Thursday. Which day works better?”
Assumptive closeEvery objection is a buying signal. They’re not saying no — they’re telling you what they need to hear to say yes.
“We’re happy with what we have”
“That’s great — I’m not asking you to replace anything. Could I get just one tap for a 2-week trial? Chapel Lane sits beautifully alongside any lager. If your regulars don’t ask for it again, no hard feelings.”
“Craft beer doesn’t sell here”
“I hear that a lot, and honestly, 5 years ago that was true. But Chapel Lane is a clean, sessionable 4.5% lager — it’s not a hoppy IPA that scares people off. It’s the craft version of what your regulars already drink.”
“Your prices are too high”
“At €110 for a 30L keg and a €5.80 pour, you’re making 63% margin — that’s better than most macro lagers. And your customers pay the premium because it’s local and fresh.”
“I don’t have tap space”
“What if we started with cans behind the bar? A case of 24 for €48, retail at €5 a can — that’s a solid margin with zero tap commitment.”
“I need to think about it”
“Of course. Let me leave you these samples and a sell sheet. I’ll pop back Thursday to see what you thought. By the way, our first-order offer includes a free staff tasting — no commitment.”
“We had a bad experience with craft before”
“I get that — inconsistency is a real problem with some craft breweries. That’s why we offer a 30-day buyback guarantee. If a keg doesn’t sell, I’ll take it back. We’re not here for one sale — we want to be your long-term local supplier.”
Use this for every single venue visit. Consistency wins accounts. Click to check off items as you complete them.
Structure your week for maximum output. Every day has a purpose. No winging it.
| Day | Activity |
|---|---|
| Monday | Plan the week: review CRM, confirm visits, check stock |
| Tuesday | 4 venue visits (Dublin) |
| Wednesday | 4 venue visits (Kildare / Naas / commuter belt) |
| Thursday | Follow-ups: calls, WhatsApps, deliveries |
| Friday | Content day: photos, social posts, LinkedIn updates |
Most deals close between the 3rd and 5th touch. If you stop at one, you’re leaving money on the table.