There’s nothing like liquid comfort food. Winter beers, with their robust flavor profiles and warming characteristics, can help boost traffic and ticket averages during the colder months. And they don’t just warm the bones—they’ll also complement the richer, heartier fare that customers crave this time of year.
But what do we mean by winter beers? These kinds of beers evoke a sense of warmth with their substantial body, malt-forward sweetness and seasonal spice notes. And many are crafted to match the comforting foods of the season.
A historical note: Brewing was once a fall and winter activity, with colder temperatures allowing for longer storage and the production of high-alcohol beers like stouts and porters. Today, these traditions continue, with winter beers often referred to as “winter warmers.” Popular styles include stouts, porters, barrel-aged beers, and even certain IPAs and saisons adapted for colder weather.
Related: The art of the upsell: 5 experts share how to increase your ticket averages
Here are some standout winter beer styles and their unique flavor profiles:
- Porters and Stouts: Ranging from dark amber brown to jet black, these dark beers bring roasted malt, chocolate, coffee and caramel notes to the table. Variations like a toasted coconut porter can add a hint of tropical nostalgia with additions like Madagascar vanilla beans, cacao nibs and freshly toasted coconut. Pair these with hearty barbecue chicken pizzas, a bacon-and-clam pie, or rich desserts for a perfect match. A stout will also get along just fine with a meat lovers pie.
- Double IPAs: Also known as Imperial IPAs, these beers deliver high hop intensity with piney, resinous flavors and a warming alcohol content. Their bold profiles make them ideal companions for meat-heavy pizzas loaded with sausage, pepperoni or salami, cutting through the richness and cleansing the palate with a crisp, dry finish.
- Saisons: Traditionally brewed for summer farmhands, saisons have evolved into versatile brews with spicy, dry and complex flavors. Now popular in the colder months, these beers, with their peppery, fruity and slightly funky notes, pair beautifully with lighter pizzas featuring white sauces, veggies or chicken toppings. Pizzas with pesto, goat cheese or fresh vegetables also harmonize nicely with the saison’s earthy and citrusy profile.
- Belgian and Trappist Ales: High-alcohol, full-bodied Belgian beers and Trappist ales provide rich, warming options perfect for sipping on cold nights. They pair wonderfully with pizzas featuring hearty cheeses and red sauces. For example, try offering a sharp Belgian sour ale with a supreme or meat lovers pie, balancing all that richness with a tangy profile. Invite your customers to try a Belgian Witbier or Tripel with a cheese pizza, and consider a Belgian Witbier for your Hawaiian pizza, too.
- German Lagers: Styles like schwarzbier, bock, doppelbock and märzen offer clean, malty flavors with notes of baked bread, coffee and chocolate. These lighter, drinkable beers still hold their own against savory pizza toppings, but you can also try a Pilsner with a classic Margherita or vegetarian pizza or maybe pair a pale lager or Helles with a cheese pizza.
Promoting Winter Brews
To maximize the appeal of winter beers, consider these strategies:
Educate staff: Train your server team to upsell winter beers, recommend pairings and share tasting notes.
Highlight local selections: Your guests will love discovering seasonal beers from local breweries. Showcase these options prominently on your menu or tap list.
Feature pairing suggestions on the menu: Use this approach to guide customers toward complementary flavors while also upselling them from a standard Coke or Pepsi. (Some customers might be embarrassed to ask the server for suggestions!)
Dessert specials: Feature unique offerings like an “adult float”—a toffee porter poured over vanilla bean ice cream for a decadent dessert drink.
Editor’s note: This article has been repurposed from a previous story published in the November 2016 issue of PMQ Pizza and contains additional beer/pizza pairing suggestions.
