Frosted Glassware is Not Cool: Temperature Tips for Retailers

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It should be obvious that many appreciators consider craft beer to be food, and in today’s brave new modern world it’s beyond important to store and serve these gems properly.

As you are likely noticing, lots of retail establishments are hanging their hats on finally serving an expanded beer selection. Unfortunately, many still operate as if they are only selling lighter flavored American-style pasteurized lager—hint, hint National Restaurant Association and today’s better beer providers.

We’ve all seen the results of restaurants investing in wine cellars with temperature controlled storage and expanded glassware selections. So too does fermented malted barley deserve and need this type of attention. As Joshua Bernstein author of Brewed Awakening recently stated, “Beer isn’t a Twinkie.” Well said!

Here is a humble, but hopefully helpful cheat sheet for the tens of thousands of retailers who are now serving craft-brewed beer from today’s small and independent U.S. producers. This list specifically addresses temperature, which is just one of the many components of delivering an amazing beer experience. Bottom line: it is not enough to simply offer an expanded selection of craft beer. Beer drinkers, from beginners all the way to full-fledged geeks, are going to frequent retailers who understand how to store and serve craft beer. These tips are also helpful for a better experience when tasting beer at home.

Craft Beer Retailer Temperature Cheat Sheet

Download this cheat sheet.

Temperature Tips for Retailers


Julia Herz is the executive director of the American Homebrewers Association. A BJCP beer judge and Certified Cicerone®, Julia co-authored the free Beer & Food Course, as well Beer Pairing (Voyageur Press). Despite her long resume, she will always consider herself a beer beginner on an unending journey to learn more about craft beer. is fully dedicated to small and independent U.S. breweries. We are published by the Brewers Association, the not-for-profit trade group dedicated to promoting and protecting America’s small and independent craft brewers. Stories and opinions shared on do not imply endorsement by or positions taken by the Brewers Association or its members.