THE DRAUGHT ACADEMY
AN INTENSIVE, ONE-DAY, IN-PERSON COURSE ON ALL THINGS DRAUGHT BEER. JOIN US IN NYC, OR WE CAN BRING IT TO YOU!
MEET YOUR INSTRUCTOR
CHRIS MCCELLLAN
ADVANCED CICERONE®
Chris is a native Vermonter and 15-year beer industry veteran in education, marketing, and sales. Chris has worked in various commercial roles over his career, and he’s helped some of the world’s largest and smallest beer brands in the process, including Magic Hat, Guinness, Torch & Crown, and many more. Chris is a draught systems expert, long-time quality ambassador, educator, and founder of multiple beer-focused technology and consulting companies, including The Brew Enthusiast, Resin CRM, and The Draught Shop.
COURSE OVERVIEW
Covering a full range of topics outlined below, The Draught Academy is designed to be interactive, fun, and detailed, offering participants ample time to ask questions, and most importantly, walk away with the confidence and knowledge needed to kickstart their draught expertise.
Draught Sytems
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The best kind of draught system! Learn the components and best practices of a direct draw system.
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Easy in principle, but more nuanced than you think, these represent most draught systems in this country, and they’re your most profitable tool in the bar! Learn the components and best practices of a long draw system.
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We’ll review all hardware and equipment functionality and definitions for draught beer systems.
System Balance
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A draught system is a balance between the applied pressure of the gas in the system and the temperature of the beer in the keg. Understanding equilibrium and system balance is understanding 99% of draught issues, and how to quickly fix them.
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There’s a direct correlation between the amount of dissolved gas in your beer and the amount of pressure needed to successfully push it through your draught system.
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Balancing the gas pressure needed to push the beer through a draught system with the amount of restriction in the system. There’s a lot more to it than you think!
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Understanding how to frame up the profit conversation around draught quality. Less waste, more beer sales, and happier customers who come back more often. It’s the facts.
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Beer math is simple. It’s just hard to explain it succinctly, and we’ll provide the correct approach to talking through it.
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“Draught line cleaning costs me money”
“I waste all the beer in my lines every time a cleaning is done”
“I don’t have time for all of this”
Etc etc…objections are numerous, so we’ll discuss the best way to address these objections tactfully and respectfully.
Commercial Application
Maintenance & Troubleshooting
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How often should I clean my lines? What sort of dishwasher should I use? Beer is a living thing, and as such, it can get gross without very consistent cleaning. We’ll talk through everything you’ll need to know around cleaning and sanitation.
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Empty kegs. Depleted gas sources. Pressure valves that are turned off. Broken refrigeration units. Most draught issues are easily fixed when you know the main causes.
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The final push for investing in a quality program. Numbers that cannot be ignored. Buy into draught quality and never look back.
And much more! This class is designed to jumpstart your draught knowledge, whether you’re a bartender, salesperson, or marketer… role, tenure, and experience level doesn’t matter! Every beer professional at all tiers of the business can greatly benefit from proper draught knowledge. We guarantee you’ll get a lot of value out of the class for your entire team.