❧Suds & Curds

Using Cheese to

Sell More Beer

Why Sell Cheese?

•No skill needed to serve

•No cooking equipment needed

•Cheese makes you thirsty!

•Beer’s best friend; many affinities

Thirsty Bear Brewing Company

San Francisco

Opened: 1996Proprietor: Ron SilbersteinSeats: 220 plus large banquet space2014 revenue: $5.3 million

Thirsty Bear Brewing Company

San Francisco

Beer selection: 9 taps; all brewed on premiseCheese selection: local or Spanish; 4 pairings with fixed setup

cheese & beer pairings with La Brea baguette & marcona almonds

TxikiBarinaga Ranch, Marshall, CAPasturized sheeps milk cheese

sweet milk with hints of salted, roasted walnuts.Served with Citizen

7

Garrotxa Josep of Can Pejol, Catalonia, Spain

Pasturized goat’s milk cheeseSemi firm, mildly herbal and earthy

Served with Panda Bear7

Mt Tam Cowgirl Creamery, Petaluma CA

Pasturized cow’s milk cheese firm, yet buttery with a mellow, earthy flavor

Served with Meyer ESB7

each selection includes 3oz taste of recommended beer

Thirsty BearMeyer ESB with

Cowgirl CreameryMt. Tam

Thirsty Bear Citizen Session with Barinaga Ranch Txiki

Thirsty BearKozlov Stout

with

Rogue CreamerySmokey Blue

.Partnering monthly with local cheese shop raises awareness.

Big Hit: SF Beer Week “Cask & Queso” event

Lessons Learned: • Simplify pairings. Focus on

cheese with beer, not with accompaniments.

• Develop a relationship with a good cheese distributor.

GM: Rick WhiteOpened: 2012 and 2014Broadway: 1100 sq ft; seats 20; $1m revDitmars: 1100 sq ft; seats 25 plus 50 outdoors

Concept: Hybrid pub/specialty groceryTakeaway or consume on premise

Astoria Bier & CheeseAstoria, NY (Queens)2 locations

Retail: 10 to 12 drafts (growler sales)300 to 340 bottled beersTakeaway or on premise ($2 corkage)No wine or hard liquor

80 to 115 cheeses30 types of charcuterieSpecialty groceries

Kitchen: panini grill; flash oven; no venting so no gas-fired ovens

Menu: grilled cheese, cheese plates, cheesy snacks, charcuterie, sandwiches

Good sellers: ricotta with truffle honey; feta-stuffed pretzel; cheese plates

Grilled CheesesTrans Europe Express $9 A three cheese “Bomb”! Cotswold, Pyrenees with poivre vert and Cambozola

Truffle Gouda and Pear $11 Creamy truffled Gouda and sweet pear make for a near flawless combination.

Bacon Blue $9.00 Cambozola Black Label Blue, Berkshire Bacon, Vermont Maple Syrup on Raisin Fennel Semolina

Solo $7.00 Holzhofer “The Best Swiss Grilled Cheese”

PlatesBier and cheese pairing plate $18.00 4 Cheeses paired wonderfully with 4 Beers

Small Cheese Plate $6.00

Large Cheese Plate $11.00

The Works $20.00 Large Cheese Plate + Meat Plate

Astoria Bier and Cheese“The Works”

Astoria Bier and Cheese“Mr. Crispy”

Astoria Bier and CheeseRicotta with Truffle Honey, Pistachios, Crans

Astoria Bier and CheeseBurrata with Tomatoes and Basil

Smart Idea: Retail + pub adds synergy“I have many ways to move cheese out.”

Top Tip: To capitalize on a trend (craft beer), look for a niche (beer + cheese) and find an underserved neighborhood.

Events that Educate: Free B&C pairing with local brewery reps lures new customers; low-cost marketing

Opened: 2008Seats: 100Beer selection: 130+ bottles; 22 draughtsCheese selection: 14 (highly regional)100 seatsAnnual revenue: $2.7 million

Worcester, MAOwners: Alec Lopez andSherri Sadowski

ARMSBY ABBEY

FARMSTEAD CHEESEYour Choice of 1, 2 or 3 Farmstead Cheeses! $9-$15-$20Each cheese is served with our Chef’s choice of appropriateaccompaniments and our house baked breads

Cricket Creek Farm Berkshire BloomWilliamstown, MACow. Bloomy. Tangy. Ripe. Herbaceous.

Cato Corner Farm Brigid’s AbbeyColchester, CTCow. Trappist-style. Savory. Smooth.

Vulto Creamery MirandaWalton, NYCow. Absinthe Washed. Piquant. Creamy.

Twig Farm Mixed DrumWest Cornwall, VTGoat. Rustic Rind. Barnyardy. Complex.

Gold stars for:

• Clear and compelling menu

• Focused cheese selection

• Continuous staff training

• Waste management

• Beer/cheese events; custom classes

New York City (2 locations)Lower East SideGramercy

Owner: Kevin Heald

Opened: 2012 (LES) and 2014 (Gramercy) 295 sq ft (LES); 470 sq ft (Gramercy)

Concept: specialty grocery plus beer/cheese

Revenue: $200,000 (LES) $500,000 (Gramercy, estimated)

Malt & Mold NYC

ONE GREAT IDEA:Beer Passport

ONE (Okay, two) DO-OVERS: Should have gotten an on-premise licenseShould have worked for others first

BEST ADVICE:Manage your cash flow.

WORST ADVICE:“Nobody around here drinks that kind of beer.”

Bell's Hopslam Imperial IPA

Third Rail Brewing Bodega American Pale Ale

Evil Twin Yin & Yang

Port City Optimal Wit

Other Half Laatste Ronde

Finback Double Sess

Rockaway Brewing ESB

Singlecut Brewing Dean Mahogany Ale

Maine Brewing Mean Old Tom

Gun Hill Brewing Bourbon Barrel Aged Void of Light Stout

“When I’m having bad day, or when the plumbing goes out and people say, ‘That sucks,’ I say, ‘You know what? I own a beer and cheese shop. It’s an amazing way to make a living, and it’s fun every single day.”

Kevin Heald, owner, Malt & Mold

www.planetcheese.org

Suds & CurdsUsing Cheese to Sell More Beer

Cheese Bar

• Opened in 2010• ~1,400 square feet• 35 seats• 6 domestic tap handles• 50+ wide-ranging bottled beer• 200+ cheeses

Cheese Bar Menu

Cheese Bar Menu (cont.)

Cheese Bar Beer Menu

Cheese Bar Beer Menu (cont.)

Cheese Bar Beer Menu (cont.)Hoppy Here AwayWorkhorse IPA, Laurelwood Brewing, Portland, OR, 12 oz 3 2

1500, Dry-Hopped Pale Ale, Drake's Brewing Co., San Leandro, CA 12oz 3 2

Empire IPA, Cask Conditioned IPA, Burton Bridge Brewery, Staffordshire, England 500ml 10 8

DarkBack in Black, Black IPA, 21st Amendment Brewing, San Francisco, CA, 12 oz 3 2.5

Coconut Porter, Maui Brewing Co., Lahaina, Maui, HI, 12 oz 4 3

Velvet Merlin, Oatmeal Stout, Firestone Walker Brewing, Paso Robles, CA, 12 oz 3 2.5

Wendas, Dark Heather Ale, Propolis Brewing, Port Townsend, WA 750ml 23 19

2010 Stormwatcher's Winterfest, Barleywine, Pelican Pub & Brewery, Pacific City, OR, 22oz 26 20

2011 Old Boardhead, Barleywine, Full Sail Brewing, Hood River, OR, 22 oz 19 15.5

2013 John Barleycorn Barleywine Ale, Mad River Brewing Co., Blue Lake, CA 12oz 4 3

Barrel-Aged

Petrus, Pale Ale Aged in Oak Casks, De Brabandere, Bavikhove, Belgium 330ml 7 6

Gentlemen's Club, Rye Whiskey Barrel-Aged Ale, Widmer Bros., Portland, OR, 22oz 30 24

2011 Bourbon Barrel Aged, Widmer Bros., Portland, OR, 22oz 26 21

2011 Old Stock Ale, Brandy-Barrel Aged Old Ale, North Coast Brewing, Fort Bragg, CA, 500ml 32 29

2013 Bourbon Barrel-Aged Imperial Stout , Full Sail, Hood River, OR, 22oz 20 17

Tough Love, Bourbon Bbl-Aged Imperial Stout w/Molasses & Spices, Crux, Bend, OR 375ml 19 16

Barrel-Aged Old Rasputin, Russian Imperial Stout, North Coast Brewing, Fort Bragg, CA 500ml 29 24

Narwhal, Bourbon Barrel-Aged Imperial Stout, Sierra Nevada Brewing, Chico, CA 750ml 29 24

2014 Bourbon Barrel Quad, Ale Aged with Cherries, Boulevard Brewing, Kansas City, MO 750ml 20 17

2013 Mother of all Storms, Bourbon Barrel-Aged Barleywine, Pelican Brewing Pacific City, OR, 22 oz 32 29

CiderLe Lieu Cherie, Cidre Fermier Brut, Normandy, FR 750ml 23 13

Burrow Hill, "Somerset" Apple Cider, Somerset, UK, 500ml 11 9

Bloom, Wandering Aengus, Salem, OR, 12oz 9 5

Dragon's Head, Manchurian Cider, Vashon Island, WA., 750ml 28 18.5

Cheese Bar Wine MenuSparkling Here AwayCleto Chiarli, "Vecchia Modena," Lambrusco di Sorbara, NV, Modena, IT 25 16Berdie, Brut Cava Reserva, Macabeu/Xarel-lo/Parellada, NV, Catalonia, SP 24 16

WhiteHelioterra, Melon de Bourgogne, 2013, Willamette Valley, OR 31 19Syncline, Picpoul, Boushey Vineyard, 2013, Yakima Valley, WA 35 22Jackalope Wine Cellars, "Voyager," 2013, Viognier, Willamette Valley, OR 35 22Crowley, Chardonnay, 2012, Willamette Valley, OR 43 26

Stephane & Vincent Perraud, "Clisson," Melon de Bourgogne, 2007, Muscadet Sevre Maine/Loire, FR 37 23Henri Perrusset, "Macon-Villages," Chardonnay, 2013, Burgundy, FR 33 21Thierry Veron, "Cave de la Bouquette," Sauvignon Blanc, 2013, Sancerre, Loire, FR 39 25

Domaine Chiroulet, "Terres Blanches," Gros Manseng/Sauv Blanc, 2013, Cotes de Gascogne, FR 21 13Chateau d'Arley, Cotes du Jura, 2007, Jura, FR 56 35Francesco Rinaldi, "Gavi," 2013, Alba, IT 33 21Fattoria San Lorenzo, "Il Casolare," Verdicchio, 2013, Marche, IT 23 14Mokoroa, "Txakoli," Hondurrabi Zuri/Beltza, 2013, Getariako-Txakolina, SP 23 14Schloss Lieser, Riesling, 2012, Mosel, DE 29 20Leth, Reserve Steinagrund, Roter Veltliner, 2008, Wagrum AU 35 22Kiralyudvar, Fermint Sec, 2011, Tokaji, HU 35 22Tendal, "Blanco Tradicion," Albillo/Listán Blanco, 2012, La Palma, Canary Islands 35 22

Cheese Bar Wine Menu (cont.)Rosé Here AwayViola Wine Cellars, "Ramato Kiss" Pinot Grigio, 2014, Willamette Valley, OR 33 21Beckham Estate, Rosé of Pinot Noir, 2014, Willamette Valley, OR 34 21Patton Valley Vineyard, Rose of Pinot Noir, 2014, Willamette Valley, OR 29 19Chateau Breze, "Saumur," Rose Of Cabernet Franc, 2013, Loire Valley, FR 28 17Ontañón, "Clarete," Rosado of Viura/Tempranillo, 2013, Rioja, SP 19 12

Red Here AwayThe Pressing Plant, "Smash It Up," Pinot Noir, 2012, Willamette Valley, OR 35 22Seufert Winery, Idyl Vineyard Pinot Noir, 2010, Willamette Valley, OR 38 23Domaine de Durban, "Beaumes-de-Venise," Grenache/Syrah /Mouvedre, 2013 Avignon, FR 33 21Domaine Closel, Anjou Rouge, Cabernet Franc, 2012, Loire, FR 37 23Ermitage di Pic Saint Loup, "Tour de Pierre," Syrah/Grenache/Mouvedre, 2012, Languedoc, FR 35 22Marchesi di Gregorio, "Nero," Nero d'Avola/Syrah, 2013, Sicily, IT 27 17Pacina, Sangiovese, 2009, Tuscany, IT 44 27Rebel.lia, Tempranillo/Garnacha/Bobal, 2013, Utiel-Requena, SP 19 12Doña Silvina, "Fresh", Malbec, 2013, Mendoza, AR 25 16

Dessert/Digestif/ApertifDomaine Labet, La Paille Perdue, 2007, Jura, FR, 375ml 59 50Domaine Labet, Vin Jaune, 2004, Jura, FR 620ml 69 60Stephane Tissout, "Macvin du Jura" NV, Jura, FR 59 39Fèlsina, Vin Santo, Chianti Classico, 2000, IT, 375ml 59 39Manuel Atxa, Vermouth Blanco, Amurrio, SP 33 21Bodegas Valdespino, Xerez-Quina, NV, Andalucia, SP 31 20Bodegas Grant, La Garrocha Amontillado Sherry, Jerez, SP 375ml 25 16Immich-Ancker, Riesling Eiswein, Enkircher Steffensberg, 1999, Mosel, DE 375ml 59 39

Chizu

• Opened Friday, March 13, 2015• 450 square feet• 17 seats• 9 cheese-friendly beers• 30 amazing cheeses

Chizu Menu

Chizu Menu (cont.)

Chizu Menu (cont.)

Chizu Drink Menu

Chizu Drink Menu (cont.)

Cheese Annex• Opened March, 26, 2015• 175 square foot kitchen

inside The Commons Brewery

• 12 Commons beers on tap• 15 cheeses

Cheese Annex Menu

Cheese Annex Menu

(cont.)

Tips✱ Keep selection small and manageable (7 or fewer cheeses)

✱ Find a distributor with low minimums

✱ Keep food costs under 30%

✱ Start with firmer cheeses with longer shelf life

✱ Variety – cow, goat, sheep, color, texture…

✱ Use the right tool for the job – Handee Cutter

✱ 1 ounce portions

✱ Odd numbers look best on boards

✱ Cheese paper is worth the investment

✱ Plastic containers with lids – great storage option

✱ WHO DOESN’T LOVE BEER & CHEESE?!

Steve Jones

Cheese Bar – Chizu – Cheese Annex

steve@cheese-bar.com

www.cheese-bar.com