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clubmirror October 2014
AT T H E H E A R T O F T H E C O M M U N I T Y
BRANDS REPORT SPOTLIGHT ON SPIRITS
RUGBY FOCUS
• LEGAL – RENEWING PERSONAL LICENCES • BEER FESTIVAL
club mirror
OCTOBER 2014
AT THE HEART OF THE COMMUNITY
awards, events and calls to action
SOCIAL
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ENTERTAINMENT
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31 Free to clubs Club Mirror’s Beer Festival 2014 takes place on 20 November. See you there?
October 2014
AT T H E H E A R T O F T H E C O M M U N I T Y
32 Join us in Manchester Talk of the town. Tickets for the 22nd Club Awards and Gala Dinner, hosted by John Inverdale.
building the business 14 Social media means business Is your club harnessing the power of social media? A backdrop to the communications roller-coaster that’s changing the world.
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21 Spotlight on spirits – trading up for Christmas Advice from Ian Peart, Pernod Ricard UK’s On-Trade Channel Director.
BRANDS REPORT
22 Brands report – spirits
SPOTLIGHT ON SPIRITS
Exclusive report into the top spirits brands at the club bar.
27 Mixing it up Cocktails – not just for Christmas. A step-by-step-guide to some classic concoctions.
31 Join us in Manchester Booked your tickets for the Club Awards and Gala Dinner yet? Here’s why you should!
36 Welcome to clubrugby.org.uk A new launch from the Club Mirror stable. Read all about it!
48 RUGBY FOCUS
• LEGAL – RENEWING PERSONAL LICENCES • BEER FESTIVAL
news, views, club life and legislation 6 Club World Police call for industry action, CAMRA regional winning clubs announced, and latest from the Club Awards team.
10 Legal Eagle Lessons to be learned from history? And a heads up on Personal Licence renewals.
39 European Rugby Champions Cup Get your club onside with the inaugural European Rugby Champions Cup – who's showing what and when.
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42 Sporting fixtures Plan all your sporting action with sister web site Sports4Bars.com – all the listings on one site.
44 Happy Halloween Dim the club lights, break out the pumpkin pie and enjoy the scariest night of the year.
47 Ask the Experts Resident techies Larrytech on a back to basics club approach to social media.
48 Club Kitchen Spice it up – hot favourites with even hotter margins.
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Smart Savings from The Energy Desk
The Energy Desk is a leading independent cconsultancy onsultanc on a cy for fo orr energy e e g procurement. pr procur o u ement. em n Health Check, benchmark Using U ng our ur FREE R E He alth t C h c ,w heck, we ll b we’ll benchma n hmarrk k yyour our energy our e e g costs cos o ts with w h all a major a or providers p ovider pr e s offer specialist services; essential tto oo offfer er yyou o speci ou alist ser e vic v es; e ffrom rom om e essenti e t al for implementing bespoke efficiency, rresources e o rces esour e ffo o orr implementin mp me t ng n b bespok oke e fficienc fi e cy cy,, through enhancing thr h oug o gh gh to to ccarbon arbon b rreduction educ d ction ion ffor or enh or e hancing a ci g green credentials. g gr een e cr redenti d n als. as Iff you’re you’ ou’re looking o o k n for ffo or o efficient effici fi ient e energy, e energy e g , 0845 att ccall a 08 all 84 838 845 83 9830 83 8 0 or o vis vvisit issit s uss a www.theenergydesk.co.uk www ww www. .theenergydesk.c theenergydesk h e e g d s .co.u uk uk
leader Join us on 20 November! See pages 31-34 There are many reasons why the club market is so fascinating – and activities over the last month go some way to explaining why we are so unique. The Rugby World Cup 2015 is just a year away and a number of rugby clubs have been asking for business building ideas, up-to-the minute advice and input from the experts on all aspects of running a rugby club. So – as I hope you’d expect – we took this request seriously. We decided to launch a magazine specifically for this part of the market. Club Rugby (www.clubrugby.org.uk) is now up and running and already making an impact. This just proves that together as a sector we must continually strive for best practice and never (ever) take anything for granted. With the right commitment and drive, all things are possible. Just tell us what you need and we’ll do our best to make it happen. On this topic, the response to our recent on-line reader survey was impressive and constructive. Thanks to all of you who took the time to complete it. (If you missed it don’t worry. This will be an annual activity and we’ll be running the 2015 questionnaire early next year.) We’ve acted on your ideas and suggestions and in the coming months we will continue to reflect what you told us you wanted to read. The Club Awards are less than three months away and we’d like as many of you to join us as possible for the networking event of the year. (The day time events are completely free to clubs, so just turn to pages 31-34 for more details.) Networking as a whole is what we’re all about, so whether that’s heading up to the House of Commons with the CIU for an All Party Parliamentary Group meeting or going to the dogs (racing that is!) for a special club night out in Sheffield we’d love you to get even more involved that you already are. We love hearing your views so please do drop us a line. In the meantime, we hope you enjoy this issue which covers social media, personal licence renewals, an exclusive Brands Report, Halloween, the European Rugby Champions Cup. And as always there's plenty of food for thought in our Club Kitchen pages. We look forward to hearing from you.
clubmirror Editor Caroline Scoular
IN THIS ISSUE...
SEE US AT THE CLUB S AWARD Nov 20
ssk entertainment S U R R E Y
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S U S S E X
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K E N T
• disco • quiz nights • master of ceremonies • weddings • birthday parties • award evenings • pa hire
Design David Foster Editorial Charlotte Lily Events Leigh-Anne Ogilvie, Jill Slingsby
Caroline Scoular
Sean Ferris
Nick Walton
Lawrence Hardcastle
Justin O’Regan
Jill Slingsby
Ian Peart
Mark Newton
Display Advertising Margaret Doherty Circulation Jon Hardy Accounts Michael Jeffries, Pam Attrill Publishing Director Sean Ferris
Club Mirror is published by Alchemy Contract Publishing Ltd, Gainsborough House, 59/60 Thames Street, Windsor SW4 1TX. Tel: 01753 272022. Fax: 01753 272 021 Email: caroline@clubmirror.com; sean@clubmirror.com; justin@alchemymedia.co.uk; info@clubmirror.com The views expressed in this journal are not necessarily those of the publisher. Club Mirror does not verify the claims made by advertisers regarding their products.
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SSK Entertainment is based in Felbridge, Surrey. We can provide all the ingredients you’ll need for your party, wedding, quiz night or any event at budgets to suit everyone. We operate anywhere in the Surrey, Sussex and Kent area. TO CHAT ABOUT YOUR EVENT, REQUIREMENTS, BUDGET ETC PLEASE CALL DAVID FOSTER ON 07710 855295 or visit www.sskdisco.co.uk
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club world STOP PRESS CIU General Secretary appointed Kenneth (Ken) Green has been elected as General Secretary of the CIU. Mr Green was a National Executive Member representing the West Yorkshire/Heavy Woollen/South Yorkshire electoral district. Michael Woodvine CMD, Branch Secretary, Burnley & Pendle Branch of the CIU, was among the first to congratulate him on his new role. “I would like to congratulate Ken Green on his election to General Secretary of the CIU. Ken has plenty of experience at NEC level and I hope he makes a success of his new role,” said Mr Woodvine, who also thanked clubs who had supported his own nomination for the role. • A vacancy now exists on the National Executive for a representative of the West Yorkshire/Heavy Woollen/South Yorkshire electoral district. Entries must be received by 3 October. Contact Office Manager Stephen Goulding on 020 7226 0221 for details.
WSTA Chairman announced Denis O’Flynn, Managing Director of Pernod Ricard UK, has been elected as the next Chairman of the Wine and Spirit Trade Association (WSTA), succeeding Nick Hyde in January 2015. He has been a member of the WSTA Executive Board since 2011. Commenting on his election, Mr O’Flynn said: “I am delighted to be elected as Chairman of the WSTA. The WSTA Executive Board represents a wide range of interests from across the trade so it is a great honour to have been asked to Chair the association. The industry has achieved a great deal under Nick’s leadership.”
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Police calls on industry to tackle binge drinking Chief Constable Adrian Lee, the head of Northamptonshire Police and national policing lead on alcohol harm, has called for tougher action against the alcohol industry, a clampdown on cheap booze and more action to combat criminals with alcohol problems. Nearly 50 per cent of all violent crime is alcohol related according to the Association of Chief Police Officers (ACPO). Speaking at the launch of a weekend crackdown on alcohol abuse (19 - 21 September) Mr Lee said that social tolerance for excessive drinking was far too great and that it was ‘considered normal to be so drunk that people are not in control of themselves’. “This puts an enormous burden on police and health services and affects the service we offer to the public,” he said. Mr Lee acknowledged that the industry had made efforts over the past 12 months to tackle binge drinking. He believed, however, that these efforts had ‘barely scratched the surface’. Responding to these comments, the ALMR (Association of Licensed Multiple Retailers) said that pubs and clubs in the UK have been contributing to ‘positive changes in attitudes towards alcohol consumption’ and called for this work to be acknowledged.
ALMR Chief Executive, Kate Nicholls said: “By every measure, sales and consumption of alcohol are down dramatically as are incidents of disorder. Over seventy per cent of all alcohol sold in the UK is for consumption in the home and total alcohol consumption is at its lowest for a century. “Pubs and clubs across the UK are investing time, energy and money in promoting best practice and partnership schemes such as Best Bar None and they are working. Earlier this year a National Pubwatch report stated that 79% of police believed Pubwatch schemes had contributed to declining levels of crime,” said Ms Nicholls, warning that heavy handed measures could ‘increase the risk for frontline staff already in harm’s way’. “We also need to be careful that we do not push any problems into the home, away from where we can deal with them,” she said. Crime prevention minister Jeremy Browne welcomed the campaign to raise awareness of the impact of alcohol-fuelled crime. “Frontline police officers are all too aware of the drunken behaviour and alcohol-fuelled disorder that can effectively turn towns and cities into no-go areas for law-abiding people, particularly on Friday and Saturday nights,” he said.
Carlsberg UK’s ‘Premier Sports Club’ goes online Carlsberg UK’s ‘Premier Sports Club’ live sport support package for the on-trade is now online, allowing members to create customisable digital marketing materials to drive footfall by promoting live sport at their venue. The online platform also allows members to create professional quality content for their digital channels, including websites and social media accounts. Phase One of the site development sees members able to promote Barclays Premier League fixtures at their clubs. Further sports competitions will be added to the site including the Aviva Premiership, England National Team fixtures and the Tetley’s Challenge Cup. Additional marketing tools will also be added to the website allowing members to create email marketing, web banners and
content for digital screens. Carlsberg is the Official Beer of the Barclays Premier League, England Football team, a Wembley Stadium partner and the Official Tournament Sponsor of UEFA EURO 2016. Football drives more volume to the on-trade than any other single occasion, with the average on-trade outlet serving an additional 87 pints per day during an England match during UEFA Euro 2012. In February this year Carlsberg UK and BT Sport joined forces to deliver a live sport activation package offering Free Trade customers’ access to a discount of 50% on a BT Sport subscription scaled according to the number of Carlsberg UK beer and beverage products listed on the bar. • www.premiersportsclub.co.uk.
Royal rep for England Rugby
Prince Harry has been appointed as an Honorary President of England Rugby 2015 to mark a year until the start of the Rugby World Cup. The Prince, already a Vice-Patron of the RFU, took part in a photo-call with the legendary former World Cup-winning fly-half Jonny Wilkinson at Rugby School, the birthplace of the sport, to promote the tournament. “The Prince is a great rugby fan and recently inspired us all with the Invictus Games," said England Rugby 2015 Chief Executive Debbie Jevans.
SOUTHAMPTON TO BRING IN LNL Southampton City Council has become the seventh council to vote in favour of imposing the Late Night Levy (LNL). Clubs serving alcohol after midnight will be charged between £299 and £4,440 per year. Around 70% of the resulting funds raised is expected to go to the police and 30% to the local authority.
MCC renews its relationship with Marston’s Marylebone Cricket Club (MCC) has announced the renewal of its association with Marston’s Beer Company in a new five year sponsorship and pouring rights deal at Lord’s Cricket Ground. The MCC began its association with the brewer in 2008. Marston’s will continue its sole supply of all bars at the ground including its range of premium cask and craft beers, led by its flagship brand, Marston’s Pedigree. Marston’s will also retain signage and hospitality benefits in the ground as part of the deal up to 2019.
Paul Brindley, Regional Account Manager for Marston’s Beer Company (right) with Jonathan Robinson, Assistant Secretary (Commercial) for Marylebone Cricket Club.
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Come and join us 20 November, Manchester Club Mirror and club-supporting business partners are gearing up for one of the biggest days of the year. And we hope you can join us. Beer Festival As always our friends at CAMRA are helping us to present perfect pints for sampling at Club Mirror’s 6th Hail the Ale Beer Festival. Once again Carlsberg UK and Marston’s are working alongside us to ensure a truly enjoyable free-to-clubs event. Trade Show On the same day – same time, same place – is Club Mirror’s free trade show, Ask The Experts Live! The informal event will have a host of suppliers on hand to help and advise clubs on any issues
few of the suppliers to look out for.
they may have. Aon, BT Sport, Carlsberg UK, Club Insure, Dransfields, Larrytech, Marston’s and Poppleston Allen are just a
Club Awards and Gala Dinner In the evening, clubs can join their peers at the 22nd annual Club Awards and Gala Dinner, hosted by renowned sports presenter John Inverdale. We’re also delighted to be welcoming the Alliance of British Clubs, the Association of Catholic Clubs, the BII, CAMRA, CISWO, the CIU, the National Union of Labour & Socialist Clubs, the National Union of Liberal Clubs, Sport England and the Sport & Recreation Alliance. • For details, timings and free registration for all of these events, turn to page 31-34.
Real ale clubs – Regional Winners announced Regional Winners of the CAMRA Real Ale Club of the Year, run in association with Club Mirror, have been announced. The 16 Regional Winners will be welcomed to the Club Awards on 20 November in Manchester, where they will be further whittled down to four Super Round Winners. The Regional Winners are: • Central Southern- Marlow Royal British Legion Club • East Anglia- Birchanger Sports & Social Club • East Midlands- Ancaster Sports and Social Club • Greater London-Leyton Orient Supporters Club
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• • • • • • • • •
Greater Manchester - Bolton Ukrainian Club Kent - Dartford Working Mens Club Merseyside & Cheshire - Appleton Thorn Village Hall North East - Darlington Snooker Club Scotland & Northern Ireland - Ravenswood Club (RBL) South West- Cheltenham Motor Club Surrey & Sussex - United Services Club Wales - Sebastopol Social Club Wessex & Channel Isles - Poole Ex-Servicemens (RBL) Club • West Midlands - Rocklands Social Club • West Pennines - Ighten Leigh Social Club • Yorkshire - Wortley Mens Club
BRANDS NEWS NEW ONLINE IDENTITY FOR MILLER BRANDS Miller Brands has unveiled a new online identity via a refreshed company website ‘to showcase its portfolio of premium international brands across the UK and Ireland’. The new site includes information on brands such as Peroni Nastro Azzuro, Pilsner Urquell, Kozel and Tyskie. • www.millerbrands.co.uk WKD HALLOWEEN COCKTAIL CAULDRON WKD is offering branded Cocktail Cauldrons to serve special WKD Halloween cocktails from. The moulded cauldrons are complete with authentic-looking feet to keep them stable and a pouring lip to aid sharing. Brand owner SHS Drinks is also providing Halloween-themed cocktail recipes. Banners, posters, mobiles and table-talkers are also available. • t. 0800 917 3450 (POS hotline) FUNKIN GETS INTO THE HALLOWEEN SPIRIT Cocktail innovator Funkin is offering licensees a range of Halloween-themed kits including ceramic or plastic skull tiki mugs, bar mats, drink umbrellas, glow in the dark stirrers, tent cards, cobwebs, bunting, drink menus and glow sticks, plus Funkin lollipops for consumers to have their very own ‘trick or treat’ to take home. • t. 0207 328 4440 • www.funkinPRO.co.uk HI-SPIRITS TO DISTRIBUTE TAILS COCKTAIL RANGE Hi-Spirits is to distribute the Tails cocktail range. The pre-mixed drinks brand has been reformulated in collaboration with Bols of Amsterdam, the oldest spirits business in the world, established in 1575. The core single-serve 125ml shaking range now includes Mango Caipirinha, as well as the established Espresso Martini, Mai Tai, Cosmopolitan and Elderflower Collins varieties, all at 15% ABV. Espresso Martini and Cosmopolitan 15% ABV are also available in 500ml four-serve shaking packs. The two new super-premium 20% ABV stirring cocktails are Ginger Old Fashioned and Dutch Bramble, available in 500ml four-serve glass bottles with a different look to the shaking range. • t. 01932 252 100 • www.hi-spirits.com
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club world
THE WORD FROM BII
Heineken rewards scheme launches HEINEKEN has launched a new reward scheme, Star Rewards, which gives freehold and tenanted outlets points which they can redeem for prizes. Licensees can now collect points for stocking a range of HEINEKEN UK bottled products redeemable against rewards such as vouchers, POS merchandise, staff uniforms and days out.
Tim Hulme, Chief Executive, The British Institute of Innkeeping (BII)
Training needn’t be a dirty word... Your business lives or dies by the quality of its people. And yet for years now the whole hospitality sector has been guilty of what can only be described as woeful underinvestment in training and motivating its staff. So what can be done about it? Our industry is supported by a workforce, 46% of which are aged between 18 and 24, and yet most of whom do not possess any relevant qualifications. Without structured training and qualifications the UK hospitality industry will doubtless continue to be seen by many of the most talented school and college leavers as a second rate career option. It is vital that all of us grasp the opportunity and set our new starters on a clear programme of career development and guidance from the very first day on the job. At the British Institute of Innkeeping (BII) it is our mission to provide a portfolio of qualifications that support the entire career pathway for someone joining this great industry. Countless pieces of research have shown that a good structured programme of training can boost staff retention rates and massively improve customer service. So while investment in training your staff, and the time they need out of the business to complete the training, may seem like a cost you could do without, just think about the time and money you might otherwise be spending on recruitment, and the damage to your business from poor service and underskilled staff driving customers away. The hospitality and entertainment industry provides some of the most varied and exciting career opportunities in the UK, and also some of the most rewarding. With just a little structure and guidance we could and should be attracting the very best talent out there.
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An app enables customers to collect, monitor and exchange points. It also allows up to five users to collect and save points by scanning a code on each case of product. Points are stored offline for an hour and automatically updated when a Wi-Fi connection is found. • t. 01506 471505
Brewery aims to redefine lager Independent Scottish brewery BrewDog has launched This. Is. Lager. The 4.7% ABV pilsner is designed ‘to offer lager drinkers a craft beer alternative to the massproduced lagers that still dominate the UK market’. James Watt, cofounder at BrewDog said: “Lager is often demonised or derided as the choice drink of chavs and louts,
which is the result of laddish marketing that diverts attention away from taste and enjoyment and
undermines the potential of lager as a creative and artisanal beer style. “If we can redefine lager in the UK, we will redefine our relationship with alcohol. We can actually start to reverse binge-drinking trends currently being tackled by toothless and misguided legislative proposals unlikely to ever see the light of day anyway.”
R&A welcomes women members Home of golf, The Royal and Ancient Golf Club of St Andrews, has voted to welcome women members following a ballot in which over 75% of those members eligible to vote took part.
Peter Dawson, Secretary of The Royal and Ancient Golf Club said: “I am very pleased indeed to announce that the membership of The Royal and Ancient Golf Club of St Andrews has voted overwhelm-
ingly in favour of welcoming women members. More than three quarters of the club’s global membership took part in the ballot, with a decisive 85% voting for women to become members.
SIBA export drive A team from the Society of Independent Brewers (SIBA) is heading to the BrauBeviale exhibition in Nürnberg, Germany, in November as part of its ongoing campaign to help its member brewers develop their export business. Over three days, some 33,000 visitors will visit the exhibition among them beer buyers, distributors and other influencers from a number of markets, who hold the key to the export ambitions of
many SIBA brewers. In a 2013 survey of its members, 58% said they thought SIBA
could play an important role in helping to develop export opportunities.
The export session at SIBA’s BeerX in March 2014 with (centre left) John Healey MP and (centre right) SIBA commercial director Nick Stafford
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legal eagle
HOW HISTORY HAS A HABIT OF REPEATING ITSELF Remember that phrase ‘ambitious for recovery’? It was a popular term during the recession which started in 2008. “Well, I think we are all ambitious and all look forward to the current recovery which I hope you are now beginning to enjoy,” says Legal Eagle Nick Walton. But are there any lessons from the past that we should be heeding? Plus – an important heads up on Personal Licence renewal.
“
I would like to take you back to the late 1800s. The mills were spinning yarn, the ship-builders were hard at work, and the coal miners were bringing up coal to the surface to support the heavy industries and their growth. With the expansion of the economy, there was also an expansion in the incidence of drunkenness. Perhaps because of the high wages (or any wages at all), pubs and clubs were packed on Friday afternoons when those who had grafted all week enjoyed the fruits of their labour. Predictably, there were those who enjoyed the libation to excess and – effectively – went on a binge, to the point where they became drunk, aggressive and fought with the publican, the police, their family and anyone else who happened to get in the way. Sound familiar? Binge drinking – back in the day The point I’m making is that binge drinking did not start with the availability of cheap vodka from the off licence in 2004. Binge drinking has been around for centuries. In the early 1700s, there were so many gin distilleries that gin became cheaper to purchase than beer. The result was drunkenness on a major scale. It was rectified (maybe) by increasing the price of the product, but also by restricting the supply. The Inebriates Act In 1898, the Government resolved to do something about the drunkenness and mayhem by passing The Inebriates Act, to provide for the reform of habitual drunkards. Persons found guilty of an offence punishable by imprisonment or penal servitude, (certainly, assault on the police or others would qualify) where the Court was
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satisfied that alcohol was an aggravating factor, could – if the defendant repeated offences whilst under the influence – sentence the offender to a period in an Inebriate Reformatory. Institutions had been set up to accept those people addicted to drink and voluntarily wanted to sober up and be ‘cured’ of drink. There was a general belief that drinking was a disease that could be cured by abstinence. The Inebriates Act foresaw the introduction of mandatory periods in Inebriate Reformatories which were regulated by the Secretary of State. The premises were controlled and managed by The Prisons Act in force at the time, and those sentenced to a term in a Reformatory could be allowed release on licence. There were also very strict penalties for persons who attempted to purchase alcohol for reformed inmates (they were banned from purchasing and consumption of alcohol for three years).
bilitation centres to reduce the sizeable drug and alcohol addicted population’. Will off-sales tax pay for rehab? The Inebriate Reformatory has now morphed into the Residential Rehab Centre and it is suggested that payment for its introduction should come from a tax on the offlicence sales of alcohol. The figures suggest it could probably be about 4 pence on a pint of beer, 18 pence on a bottle of wine and 56 pence on a standard bottle of spirits.
If you have any questions about this article or any of the topics written by Legal Eagle Nick Walton, please do not hesitate to contact him on 07824 465 531. This is highly unusual as it is a proposed additional tax targeted at the off-sales sector which to date has escaped reasonably unscathed in respect of Mandatory
Tackling alcohol addiction 21st Century-style So, on the topic of history repeating itself – Ambitious for Recovery was published recently by the Centre for Social Justice. The document discusses various options for tackling both drug and alcohol addiction and highlights in Chapter 3 (entitled Reducing Demand – Treatment and Recovery) the ‘importance of abstinence’ and encouraging abstinence-based treatment. The document goes on to suggest that the UK should invest in a ‘new generation of residential rehab. Due to chronic underinvestment, ineffective abstinence-based rehabilitation in the UK, the sector needs significant funds to develop enough reha-
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In the early 1700s, there were so many gin distilleries that gin became cheaper to buy than beer (see above!). Come the 19th century, the industrial revolution saw workers with wage packets able to slake their thirst at the local club or pub.
Conditions targeting principally the ontrade. The latest Mandatory Condition relating to the lowest permitted pricing of alcohol has only affected about 0.3% of sales of product from off licences and supermarkets. So we have come full circle it seems. The only difference is the suggestion that direct taxation will pay for the residential rehab in the form of a sales tax at the point of sale in the off-licence or supermarket, where 120 years ago, most Inebriate Reformatories were paid for from the Chancellor of the Exchequer’s purse. Did The Inebriates Act and Inebriate Reformatories work? The Act was repealed in 1976 and the success or otherwise is another story. Suffice to say history does repeat itself. Whether we learn lessons from it or not, however, is for the historians to decide! Today – Personal Licences update On a different and important topic; a word about Personal Licences. For those premises operating with a Premises Licence, or for stewards of clubs who have a Personal Licence, they are, as you know, valid for a
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period of 10 years. The first licences granted were in early 2005, this means that 2015 will be the year for renewal. I have written previously about a proposal by Her Majesty’s Government that the Personal Licence should be scrapped. This, after consultation was removed from the deregulation proposals. However, there is now a problem: the Deregulation Bill is making its way through both Houses of Parliament and part of the Bill removes the requirement to renew the Personal Licence. The Deregulation Bill was supposed to be law in October (or the parts relating to Personal Licences). The whole process has been slowed down because of debate and amendments to other sections of the Bill. The net effect is that the deregulation of the requirement for renewal of Personal Licences may not come in time for those who obtained their Personal Licences early in 2005. What could potentially be the outcome? 1. If your Personal Licence expires before the legislation comes into force, an application for a new Personal Licence will be required. This will necessarily include a training
course in an attempt to gain the Award for Personal Licence Holders, CRB check and an application with photographs. 2. Consider renewal of the existing Personal Licence if the expiry date is close to three months. Applications for renewals start in November (as the first Personal Licences were issued after 7 February, 2005). On these pages we’ll advise you further each month until we know definitely what is going to happen. Clearly we don’t want your Personal Licence to expire and for you be required to re-visit the process you potentially went through in 2005! As it stands however, there can be no allowances made for the expiry of Personal Licences before the new legislation comes into force. If your Personal Licence has expired and you are a Designated Premises Supervisor, you are not authorised to sell alcohol as only Personal Licence Holders can be identified as Designated Premises Supervisors. This could potentially leave the premises without an authorisation to sell alcohol – so please do check the expiry date of your Personal Licence!
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building the business – social media
WHY SOCIAL MEDIA MEANS BUSINESS Is your club plugged into the power of social media? If not, then it’s time to think again – because as marketing tools go it’s hard to beat. o an online search for ‘social business’ and you will see companies striving to become a ‘social business’ and using social media as a tool in the process. Car giant Ford, for example, now actively invites influential bloggers to media events and has sought out brand ambassadors within communities to engage with their marketing campaigns. The younger generation of consumers that these businesses will be marketing to will only know the world of social media. This means online, constant two-way communication. It’s interesting to note how many clubs are already harnessing the power of – for example – Facebook, while by-passing web sites altogether.
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HARNESSING THE POWER OF SOCIAL MEDIA There are many benefits to those jumping onboard the social media roller-coaster. Harnessing its power and making it work for the club is a goal worth striving for, something which the big brands have recognised and have the resources to pursue.
Online brand ambassadors While all the big brands have realised the importance of using brand ambassadors within their social media channels, the true brand ambassadors are, as always, those working for the benefit of Club Mirror readers – staff, committee members and so on. Giving the right people the tools and capabilities to engage in social media on the club’s behalf is a powerful way of helping to engaging and motivate them as well as communicating club activities through social media marketing. Increased online presence Social media marketing helps to improve search engine rankings by providing more platforms for content to be found. YouTube is the 2nd largest search engine and combined with other channels and effective keyword use, search engine rankings have only one way to go... up! Engaging with stakeholders Stakeholder engagement with social media can be targeted
and is a useful insight tool to test sentiment and opinion. New stakeholders and social media influencers (specifically in the social media landscape) can be identified and actively targeted with communications for on-going engagement. In doing so, timely and more up to date information can be gleaned through the two-way channel of communication. In other words, it’s possible to gain information directly from stakeholder’s which it might have been a struggle to obtain otherwise. ‘Crisis’ communications tool In the past, I heard much talk about using a social media policy for crisis communications. Great idea, but in many cases there can be a major pitfall. What is the point of creating a crisis communications policy that includes the use of social media, if stakeholders have not actively engaged with? There simply won’t be the appropriate reach to ensure success. A flip side, though, was demonstrated powerfully by Dutch airline KLM.
1971 • The first email is sent between two computers sitting on the same desk.
1994 1995 • Geocities is launched.
2001
• theglobe.com allows users to personalise their online experience.
• Wikipedia, a free encyclopedia that anyone can edit, launches.
TIMELINES: SOCIAL MEDIA IN THE MAKING 1979 1980 • Usernets and BBS (Bulletin Board Systems) come online allowing users to exchange data over phone lines.
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• Compuserve and Prodigy hit the scene with the first commercial offering of news, weather, shopping and games.
1991
1997
• America Online launches AOL for DOS which quickly becomes the most popular online destination. Millions of people used AOL as their first gateway to the World Wide Web.
• AOL Instant Messanger sees a craze of instant online communication.
2001 • StumbleUpon, a website that recommends web content to its users, begins.
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THE WORLD ACCORDING TO FACEBOOK... The theory of ‘Six degrees of separation’ - where everyone is (on average) approximately six steps away, by way of introduction, from any other person on Earth - has now been reduced to 4.7, according to researchers at Facebook and the University of Milan. It looks set to reduce still further as social media networking continues apace. 2002 2003 • Friendster, considered the granddaddy of social networks, launches. It has 3m users with three months. • Technorati, a search engine for blogs, goes live.
• LinkedIn begins as a business-related social networking site. • Wordpress is released - a publishing platform that hosts blogs.
2004 • Myspace launches. • Google begins Gmail. • Flickr goes live.
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2004 • Facebook, a social networking service which began at Harvard, expands to other universities and reaches 1m members. • Yelp, a social networking site where users can review local businesses, begins. • Social news website, DIGG, goes live.
2006 • Myspace becomes the most popular social networking site in the United States. • Twitter begins.
2005 2006 • Video-sharing website Youtube goes live. • Mashable, a news website and blog, goes live. • Facebook becomes available in the UK, Ireland, Canada, Australia, and New Zealand.
• Facebook launches its news feed feature to a mixed reaction. • Google acquires Youtube. • WikiLeaks, which publishes submissions from anonymous sources, begins.
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building the business – social media When the Icelandic volcano erupted in March 2010, KLM found that followers came to their channels for information on disrupted flights. The huge influx of people trying to contact the airline, however, saw travellers begin to tweet/Facebook KLM. As a result, for five days during the crisis, they set up a 24/7 customer service on Facebook/twitter. KLM now has 40 employees dedicated to their social media hub, having been plunged into social media marketing via a crisis. KLM have embraced it ever since. But as with all benefits, there are always pitfalls. Social Media is no exception here. Resourcing for success The amount of resource needed to be successful in social media is oten underestimated. Once started, it cannot be left, and to be truly successful clubs need to fully engage with their audiences, which means monitoring and replying to communications. ‘Content is king’ is a standard phrase attached to social media, and creating lively and engaging content can take time and money. Negative engagement Not every engagement with an audience is going to be successful. A small negative voice on a social media channel can create many problems; clubs need to be able to handle this. Control The nature of social media does mean a lack of control. For many, this is difficult to accept and without some precautionary measures taken the degree of control will lessen. Procedure, policies and training will all help here. So there it is; a quick snapshot of social media. How far we’ve come in such a small time. Just think, 10 years ago none of us had heard of Facebook. So just imagine what the picture will be like in the next 10; roll on 2024!
CASE STUDY – THE POWER OF FACEBOOK Manchester United has had a Facebook Page since July 2010. As of March last year, more than 10 million Facebook users had already connected. This is their story... With approximately 200,000 new users connecting to Manchester United’s Facebook Page every week by ‘liking’ it, this has been one of the fastest growing Pages on Facebook. The majority of the club’s fans are outside the UK which is where social media has an important role to play. With fans in Indonesia, Malaysia, Korea, India, the US, Mexico, Turkey, Egypt, Nigeria, it’s a truly global enterprise, with Asia, the Middle East and Africa being particularly important markets. Being able to hone in on these markets through Facebook’s geographic and interest-targeting has proved a powerful platform. The club has taken advantage of the direct communication platform of its Page to deliver team news, updates on matches and to offer exclusive content to its fans through regular Wall posts. In addition to leveraging the Page’s publishing feature to post status updates to the Page’s Wall and generate awareness of initiatives on ManUtd.com, the club has made use of its Page to promote online competitions and sweepstakes to win signed jackets and limited edition merchandise. The team’s other Facebook initiatives have included the ‘Join Man Utd’ tab on its Facebook Page, where users could click to become a fan of the team and create a virtual shirt bearing their name. The virtual logo could then be shared with friends or used as a Facebook profile picture to let fans express their affinity for Manchester United. The club has also employed geographic and interest-targeted Ads to promote the team’s tours and drive ticket sales. For example, people within driving distance of the stadia who’d expressed that they were fans of Premier League football and Manchester United have been targeted with games selling out as a result.
2009
2007
• Twitter becomes the third-highest-ranking social networking site, up from number 22. • Location-based social networking website, Foursquare, goes live. • King of Pop, Michael Jackson dies; Twitter servers crash after users send 100,000 tweets per hour when news hits. • Wordpress reaches 202m users. • Flicker hosts more than 4bn images.
• Facebook reaches one million active users in the UK. • StumbleUpon is acquired by eBay. • Developers gain permission from Facebook to use the site as a platform for games. • Apple releases the iPhone in the United States. iPhone users can access social media sites and apps through their phone.
TIMELINES: SOCIAL MEDIA IN THE MAKING
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2008
2010
• Facebook overtakes Myspace to become the most popular social networking site. • Facebook Connect is announced, allowing users to log onto third-party websites, applications and mobile devices. • The App store opens via iTunes.
• Twitter users are sending 65m tweets per day, roughly 750 tweets per second. • Facebook reaches 500m active users. • The Social Network, a film about Facebook and its creator, Mark Zuckerburg, opens.
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RESULTS OF INVESTMENT IN FACEBOOK • Nearly 60% of businesses have acquired a customer through their blog. • 25% of B2B firms have gained a client through Facebook. • Company websites that have a blog have 55 % more visitors than those who don’t.
RESULTS • A significant increase in traffic to Manchester United’s parent site following the creation of the Facebook Page. • An up to 100 percent increase in competition entries and higher conversion rates following a post notifying users about the competitions on Manchester United’s Facebook Page. • As a result of the Facebook campaign, over 119,000 people used the ‘Join Man Utd’ app. • Established a direct relationship with fans in strategic territories including 1.2 million in Indonesia, over 700,000 in the UK, Mexico and India and over 500,000 in Malaysia and the United States. • High levels of engagement with the club’s fan base, with each post generating an average of over 15,000 likes and comments.
• Evidence suggests that web visitors from social sites convert 59 % higher than those who aren’t communicating directly with their customers. (Become A Social Business Forbes.com). • 5% of search results for the world’s top 20 largest brands are links to user-generated content. • 34% of bloggers post opinions about products and brands. • 93% of marketers use social media for business. (Erik Qualman, Socialnomics: How social media transforms the way we live and do business.)
2011
2013
• Social networking websites are used to organise protests in Egypt, the Middle East and North Africa. Various governments attempt to shut down Internet access with varying degrees of success. • An Egyptian baby is named Facebook in honour of the role that social media played in Egypt’s revolution. • WikiLeaks begins publishing files on Guantanamo Bay detainees.
• Social media becomes a major source of information about the Boston Marathon bombing. It is the first major terrorist attack in the U.S. during the age of Facebook, Twitter and smartphones. • One Direction Harry Styles (@Harry_Styles) has more than 18 million Twitter followers. Collectively the band reaches 29 million unique followers around the globe.
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2012
2014
• Facebook shares go up for sales. • Twitter has 140m users globally. • One in six Britons are Twitter users.
• For the first time ever, a trial based on alleged defamation via twitter begins when Attorney Rhonda Holmes begins suing her former client, rock musician and actress Courtney Love over a tweet. • Facebook becomes the World’s 22nd biggest company with market value reaching $US200bn.
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building the business – spirits
HOW TO TRADE UP WITH CHRISTMAS SPIRIT With premium wine and spirits growing throughout the on-trade during Christmas 2013, clubs have a great opportunity to capitalise even further during the forthcoming festive period, says Ian Peart, On-Trade Channel Director at Pernod Ricard UK. ifty two million additional spirit serves were sold last Christmas when compared with an average month1, and one in three serves over the festive period were spirits2. And clubs take note; 48% of consumers who wouldn’t normally drink spirits throughout the rest of the year enjoyed them over the festive period3. “These figures support the trend for the enduring popularity of the festive ‘Big Night Out’, with consumers willing to trade up and spend more when they are out,” says Peart. “As a nation, three quarters of us made at least one visit to a bar, pub, club or restaurant last Christmas, resulting in a total of 150 million visits to an on-trade establishment4, so with consumers showing a huge desire to trade up to premium drinks during this key period, there is a big opportunity for those on-trade retailers who are able to capitalise on this growing trend.” According to Peart, consumers are always searching for new and exciting on-trade experiences, particularly at Christmas, and Pernod Ricard UK has identified a number of key areas for growing premium spirits and champagne sales during Christmas 2014. The ‘With Food’ occasion creates an opportunity for spirits to come in to their own, providing additional intrigue around a menu, whilst maximising spirits and champagne profits. According to the company there are clear opportunities for spirits and champagne sales at each of the three stages of the ‘With Food’ experience; Pre-Meal (aperitifs and the Champagne occasion), Main Dining (food pairing and pitchers and platters) and Post Meal (desserts, hot drinks and digestifs). Pre-meal aperitifs provide an excellent revenue stream by encouraging customers to leisurely peruse the menu with a liquid refreshment. The pre-meal Champagne occasion is also on the up, with 46% of total Champagne volume sold during the Christmas period, when consumers are looking to trade up and celebrate the season with a ‘treat’. Tapas style menus and meals made for sharing have become increasingly popular for festive celebrations. These can be paired to premium spirits and pitchers also made for sharing; some 80% of consumers buy pitchers because ‘they are good to share with friends’5. Members who’ve enjoyed a full-on festive meal with all the trimmings but struggle with finding room for a dessert may
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opt for an indulgent high-margin cocktail instead. Hot alcoholic drinks and digestifs also add diversification and greater choice, suggests the company. The Christmas period is met with a raft of celebratory parties for the on-trade to capitalise on and clubs can have some fun with the cocktail menu, adding a splash of festive spirit to classic favourites. The Treat Mentality Festive occasions also present a key opportunity to drive promotions, and venues which clearly offer the ability to premiumise with a sense of ‘treat’ will win at Christmas. Finally, advises Pernod Ricard, don’t forget that the more you promote your festive offering, the more successful you will be this Christmas. Sources 1-5: CGA
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building the business – brands report part 2
THE TOP 50 – BRANDS REPORT This month Club Mirror’s exclusive Club Brands Report from CGA Strategy identifies and examines the UK’s top club brands in the white spirits and whisky categories. White spirits remain a key category for the club sector, with classic and popular options maintaining their high-profile at the club bar, including Vodka, Gin, White Rum and Tequila. The majority of the best known brands as listed in the 2013 Club Mirror Brands Report have held onto their position within the 2014 Top 10 list. As you’d expect, the big brands such as Bacardi, Gordon’s, Smirnoff and Jose Cuervo are all still the key performers, but are receiving healthy competition in the form of ‘value options’ in each sub category, Chekov and Glens being cases in point. Interestingly, the main new entry in the list is Russian Standard which sees increasing popularity in the face of some of the more traditional mainstream vodkas that widely dominate in this sector. In the wider market higher end premium products are still driving growth, along with increasing interest in cocktails. Whisk(e)y covers all whisky types including blended Scotch, Bourbon and Irish brands. Again the key popular brands across all sub categories – including Bell’s, Jameson and Jack Daniel’s – are represented along with other traditionally popular blended Scotch and value brands. This year also sees Black Bottle whisky enter the list on the back of its successful re-launch in 2013. Malt whiskies are still a key area for growth but cannot currently compete against mainstream blended brands from a volume perspective.
METHODOLOGY AND RESULTS The results are presented in alphabetical order by category. The methodology used is based upon analysis of CGA’s Brand Index. This is the on-trade’s brand performance tracking service. Analysis for this year compares annual sales as at July 2013 and July 2014. Overall volume, value and distribution performance were the key benchmarks used to define those brands within the Top 10 of each individual category.
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top 10 club white spirits BACARDI SUPERIOR
ABV: 37.5% Bacardi Brown-Forman Brands
CHEKOV IMPERIAL VODKA
Originating in 1862, Bacardi Superior rum is a light-bodied rum which is aged in oak barrels. The rum is clear in colour and smooth in taste as well as being dry, giving hints of vanilla and tropical fruits, according to the producer. The rum started off in Cuba and now, seven generations later, Bacardi still remains a familyowned business. The rum won its first award in 1876, and the company says it is now the ‘most awarded rum in the World’.
GLEN’S VODKA
ABV: 37.5% Glen’s Catrine Distillers
Chekov is a popular UK vodka available exclusively from Booker. It was awarded a bronze medal the International Spirits Challenge. Chekov, which is a triple-distilled and charcoalfiltered pure grain vodka, is positioned at an ‘extremely affordable’ price point, according to Booker, making it ‘a fantastic alternative to the brands’. A range of bottle sizes are available to the on-trade.
GORDON’S GIN
Glen’s Vodka is one of the most popular vodka brands in the UK, behind Smirnoff. It was originally called Grants Vodka when it was launched in the early 1970s but the name was changed to Glen’s in 2003 to differentiate it from Grant’s whisky. The Scottish-made vodka is produced from sugar beet and is popular as a lower-priced vodka option in both the on and off-trades across the UK.
IMPERIA
ABV: 40% Roust Group
ABV: 37.5% C&C Group
JOSE CUERVO TEQUILA
ABV: 37.5% Diageo GB Smirnoff was first produced in Moscow in 1860 and there are now Smirnoff distilleries in more than 18 countries. The brand is sold in 130 markets and 10 bottles are sold every second. According to the company, every single drop of Smirnoff takes at least eight hours to filter through charcoal in a 10-stage process. As well as the original version, Diageo has also seen success with a range of flavoured variants, of which Espresso Smirnoff is the latest addition.
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ABV: 4.0% Proximo Spirits UK Jose Cuervo is probably the most-recognised tequila in the world, and according to distributor Proximo Spirits, it is also the oldest and most awarded. The brand began in 1758 and the company has remained family-owned for more than 250 years; today it is run by the 10th generation of the Cuervo family. Variants, which include Especial, Tradicional, Platino and Reserva de la Familia, are each aged to produce deeper tastes.
RUSSIAN STANDARD VODKA
ABV: 40% Roust Group
Russian Standard Vodka holds a 40% share of the Russian premium vodka market and is exported to over 80 countries around the world. Its state-of-the-art distillery in St. Petersburg, Russia, is said to be one of the world’s most technologically advanced spirit production facilities. With the launch of Russian Standard’s spirit production facility in Buinsk, Russia, in 2012, the company created a unique, vertically integrated production process that allows complete control over all stages of production – from wheat to vodka.
The Ukranian vodka Odessa is distributed by the Odessa Vodka Company in Dublin, Ireland, and it is recognised as being good value for money. It is available in a variety of sizes for the UK on-trade market, including one litre, 1.75 litre and 750ml variants. While there is a continued demand for premium white spirits in the UK’s on-trade, this is counterbalanced by more value options, which is partly why brands such as Odessa have secured their place amongst the top 10 white spirits.
SMIRNOFF RED
ABV: 37.5% Diageo GB Alexander Gordon opened his distillery in 1769 in London, and shortly afterwards he created Gordon’s London Dry Gin. It was the first gin to be drunk with tonic and it has been produced in a green bottle since 1903, when there was a shortfall in clear glass. The recipe is closely guarded: apparently only 12 people in the world know the full distillation process. Diageo launched a new collection of flavoured gins, including Gordon’s Crisp Cucumber.
Imperia was first created in 1894 in the Russian city of St Petersburg. Created as a result of an Imperial decree, it is created ‘from the finest winter wheat, the softest glacial waters, and for extraordinary smoothness and clarity, filtered through quartz crystals from the Ural Mountains’. The quartz crystal filters compress the vodka molecules into smaller molecules, increasing the level of smoothness. In addition, charcoal filters remove other congeners (organic molecules thought to be implicated in hangovers).
ODESSA
ABV: 37.5% Booker
ZAMOYSKI
ABV: 37.5% Moscow Distill Cristall This Russian Vodka has been produced for many years by Moscow Distillery Cristall. The distillery was originally founded in 1901 and it now offers a variety of vodkas and other spirits for domestic and international consumption. The distillery started its life as the Moscow State Wine Warehouse No.1 and it wasn’t renamed until 1987, when the word Cristall was added. The company is described as being the largest manufacturer of liqueur-vodka in Russia, and tours of the historic distillery are popular.
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top 10 club whiskies BELL’S
ABV: 40% Diageo GB
BLACK BOTTLE
Black Bottle is a blended Scotch Whisky first launched introduced in 1879 by Aberdeen tea blenders Charles, David and Gordon Graham. In 1881 the brothers decided to focus solely on their Whisky business, and left Aberdeen, a hub for tea imports, for the bright lights of Regent Street, London. When World War I began, imports of the black glass from Germany came to a halt and green glass had to be used instead. The name remained the same and latterly the black bottle were re-introduced.
In 1825 a new shop opened in Perth, Scotland and began trading in tea and whisky - later it would be the first place to sell Bell’s. The whisky is matured in European sherry casks, which add colour and flavour. Bell’s uses up to 35 different malt and grain whiskies in the blend; each is matured between five and 12 years. Bell’s Original is described as being rich and fruity with a hint of smoke to the nose, balanced with an underlying freshness.
FAMOUS GROUSE
ABV: 40% Maxxium UK
JACK DANIEL’S
ABV: 40% Booker
JAMESON
ABV: 40% Diageo GB
TEACHER’S
ABV: 40% Burn Stewart Distillers Scottish Leader is Burn Stewart Distillers flagship and award-winning blended Scotch whisky, which is now sold in more than 60 countries around the World. The brand is available from the original variant through to the ultra-premium 30 year-old option. The secret recipe for the brand was originally created in the late 19th century in Dumbarton, Scotland. The whisky is produced in Deanston Distillery in Scotland, which operated as a cotton mill for 180 years before it was transformed in 1966.
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ABV: 45% Maxxium UK It is said that William Teacher would not give his name to his blend until he found perfection and he decided that Teacher’s Highland Cream was that whisky. It was created in 1863. At 45% it has one of the highest single malt contents of any blend and uses fully peated Ardmore whisky as its fingerprint malt. It is described as being a smooth whisky with rich smoky undertones and is rich amber in colour. Two super premium expressions were launched in 2012: Teacher’s Single Malt and Teacher’s 25 Year-Old.
More than 170mn bottles of this Scotch whisky are sold every year in more than 200 countries. The original company was founded by John Walker in 1820 and over the next 30 years it became an international whisky business. The artist Tom Browne drew ‘The Striding Figure’ in 1908. The traditional Black Label variant is described as having smoky, vanilla and fresh fruit flavours. The brand also comes in Green, Gold, Red and Blue Label variants.
SCOTTISH LEADER
ABV: 40% Pernod Ricard Jameson is a single distilled Irish whiskey which was launched in 1780. It is made using malted barley combined with unmalted barley and other grains and 4.3 million cases are sold worldwide. “Triple distilled whiskey like ours isn’t just born smooth and balanced,” says On-Trade Channel Director for Spirits, Ian Peart. “It takes our carefully crafted process used over hundreds of years to get it right.”
The Jacobite Whisky is made from a carefully selected blend of 100% Scotch whiskies. It is then distilled, aged in oak casks and bottled in Scotland to produce ‘a subtle and smooth flavour’, according to Booker. The brand was awarded a Bronze medal in the International Spirits Challenge and it is offered in a full range of bottle sizes, ranging from 5cl to 1.5l for the UK’s on-trade. Available exclusively from Booker.
JOHNNIE WALKER BLACK LABEL
ABV: 40% Bacardi Brown-Forman Brands Jack Daniel’s is a brand of sour mash Tennessee whiskey, which has become known for its square bottles and black label. The founder’s name was actually Jasper Newton, but he was known as Jack from an early age. It is likely the distillery was founded in 1875 although records are unclear. Jack Daniel’s is filtered through sugar maple charcoal in large wooden vats prior to ageing, which is an extra step not used in making most Bourbon whiskey which, says the company, makes the product different from Bourbon.
This whisky is named after Scotland’s national game bird, the Red Grouse. The drink is produced by marrying fine malt whiskies with grain whiskies for ‘an unusually long period’ in fully seasoned oak casks. The Grouse whisky first began its life in 1896 when it was created by grocer and wine merchant Matthew Gloag. The success of the brand led to the addition of the word ‘Famous’ in 1905. The entire Grouse portfolio was repackaged in 2010 to enhance the stand-out of the grouse bird icon.
JACOBITE
ABV: 40% Burn Stewart Distillers
WHYTE & MACKAY
ABV: 40% Whyte & Mackay The brand was founded on the docks of Glasgow in 1844 by James Whyte and Charles Mackay. The brand’s master blender is Richard Paterson, who has created the whisky for the past 40 years, gaining numerous personal accolades as well as helping to win titles for the company, including the IWSC’s ‘Global Distiller of the Year 2010’.
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CLUBS & ASSOCIATIONS
SOLICITORS TO THE LICENSED TRADE Nottingham 37 Stoney Street • The Lace Market • Nottingham • NG1 1LS • Tel: 0115 953 8500 London 88 Kingsway • London • WC2B 6AA • Tel: 020 7936 5869 email: info@popall.co.uk
www.popall.co.uk
building the business – cocktails
MIXING IT UP Sharpen up your shaking and perfect your pouring. Because cocktails are ready to mix it up at the club bar.
rom the perfect Gin and Tonic to more creative concoctions, cocktails provide a fresh and contemporary addition to the bar offering. All you need is a cocktail shaker (occasionally), ice (frequently), glassware (messy without it). Oh yes – and the will to try out something different on your members.
F
RUM BASED Mojito • 50ml Bacardi 8 Year Old rum • Angostura bitters • Lime juice • Sugar • Soda water • Mint leaves • Mixer: lime juice, soda Method: Muddle eight fresh mint leaves in a highball glass with a tea spoon of sugar. Add 25ml of freshly squeezed lime juice. Fill the glass with ice. Add the Bacardi and Angostura bitters. Top up with soda water and stir. Mojito
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Mai Tai • 2oz Jamaician dark rum • 2⁄3oz Triple sec • 1⁄3oz Amaretto • 1⁄3oz Sugar syrup • 1 Dash grenadine (if you prefer it sweeter) • Juice of 1 lime • Mint leaves Method: Shake all ingredients except the dark rum together in a mixer with ice. Strain into glass and float the dark rum onto the top. Garnish and serve with straw. Daiquiri • Bacardi Oro rum • Lime juice • Sugar syrup Method: Fill a cocktail shaker with ice. Add the rum, sugar syrup and freshly squeezed lime juice. Shake and strain into a chilled cocktail/Martini glass and garnish with a lime wedge or spiral of lime peel.
Cockspur Mule • 35ml Cockspur rum • 3 dashes Angostura bitters • 2 wedges of Lime • Ginger beer Method: Build over ice and top with ginger beer.
Mai Tai
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building the business – cocktails The Mount Gay Regatta Rum Punch • 37.5ml shots Mount Gay Eclipse • 25ml Bols Apricot • 25ml Fresh lime juice • 3 Basil leaves • 50ml Pineapple juice • Ginger ale Method: Shake all the above ingredients together and strain in to a 12oz highball glass over crushed ice. Crown with ginger ale.
Eclipse
GIN BASED The classic Gordon’s gin & tonic • 35ml Gordon’s gin • Premium tonic • Wedge of Lime Method: Pour the gin into an ice-filled highball glass, top with premium tonic and a wedge of lime. Eclipse • 3 oz Gin • 1 oz Raspberries • 1 or 2 Dashed of grenadine • Crushed ice to the top • Mint and maraschino cherry for decoration Method: Put the raspberries in a highball glass and cover with grenadine. Shake the gin with ice and strain into the glass. Decorate with mint and cherry. Gin Fizz • 45ml Gin • 30ml Fresh lemon juice • 10ml Gomme syrup • 80ml Soda water Method: Pour over ice in a highball glass Singapore Sling • 40ml Gin • 20ml Cherry • 5ml Cointreau • 5ml Bénédictine • 10ml Grenadine • 80ml Pineapple juice • 30ml Fresh Lemon juice • Dash Angostura bitters Method: Fill a cocktail shaker with ice cubes then pour in ingredients. Shake well and strain into - ideally - a Hurricane glass. Garnish with Maraschino cherries and pineapple. Pink Gin • Gin • Dash of Angostura Bitters Method: Chill the glass and coat the inside with bitters. Add the gin and serve in a cocktail glass. No ice. Decorate with a shave of lemon rind.
VODKA BASED Bloody Mary • 45ml Vodka • 90ml Tomato juice • 15ml Lemon juice Method: Take a highball glass and add dashes of Worcester Sauce, Tabasco, salt and pepper before pouring in 28
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all ingredients. Add ice cubes and stir. Traditional garnishes include celery stalks and lemon wedges. Bonfire (From Jan Lindgren) • 4 cl Finlandia Grapefruit Fusion • 4 Lime wedges • 2 ts Sugar • Ginger ale • Cranberry juice • Lime
Method: Muddle lime and sugar in to highball glass. Add crushed ice and other ingredients. Stir and top with more crushed ice. Spring of Life (From Jan Lindgren) • 4 cl Finlandia Mango Fusion • 3 chunks of Fresh pineapple • 1 cl Sugar syrup • Fresh ginger • 4 cl Pineapple juice
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Bloody Mary
Bonfire
Midnight Breeze
• Ginger ale • Pineapple leaves Method: Muddle fresh pineapple and ginger in the base of a shaker. Add Finlandia Mango Fusion, sugar syrup and pineapple juice. Shake and strain in to ice-filled highball glass. Top with ginger ale. Black Russian • 50ml Vodka • 20ml Coffee liqueur Method: Pour over ice into an Old Fashioned glass. Gently stir. Midnight Breeze (From Pekka Pellinen) • 4 cl Finlandia Grapefruit Fusion • 4 chunks of Fresh cucumber • 1 Lime wedge • 1 cl Sugar syrup • 2 cl Apple juice Method: Muddle fresh cucumber and lime wedges in base of shaker. Add other ingredients. Shake and fine strain in to chilled cocktail glass. Harvey Wallbanger • 45ml Vodka • 15ml Galliano • 90ml Orange juice Method: Place ice in a highball glass. Pour in the vodka
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Cranberry Crantini
Caipirinha
and orange juice. Stir, then float the Galliano on top. Garnish and serve.
MARTINI BASED Cranberry Crantini • 1 measure Martini Bianco • 2 measures White rum • Cranberry juice Method: Fill a tall glass with ice. Add the Martini Bianco and Bacardi Carta Blanca Rum. Top up with cranberry juice. Stir and serve, garnished with fresh cranberries. Sweet Sensation • 2 measures Martini Extra Dry • 2 measures Martini Rosso • Lemonade • Lemon twist Method: Fill a tall glass with ice. Add the Martini Extra Dry and Martini Rosso. Top up with lemonade. Stir and add a twist of lemon to serve. Sunshimmer • 2 measures Martini Extra Dry • 2 measures Grapefruit juice • dash of Lemonade Method: Fill a tall glass with ice. Add the ingredients in the order shown. Stir and serve garnished with a slice of lemon.
Bella Martini • 2 measures Martini Extra Dry • 2 measures Bombay Sapphire Gin • Orange juice Method: Fill a tall glass with ice. Add the Martini Extra Dry and the Bombay Sapphire. Top up with orange juice and garnish with a piece of orange. Riviera Sparkle • 2 measures Martini Bianco • Martini Asti • Ginger ale Method: Fill a tall glass with ice and add the Martini Bianco. Add the Martini Asti until the glass is three quarters full. Top up with ginger ale. Add twist of lemon to serve.
AND FROM BRAZIL Caipirinha • 50ml (1 fl oz) cachaca • 1⁄2 Lime cut into 4 wedges • 2 teaspoons refined sugar Method: Place lime and sugar into old fashioned glass and muddle (mash the two ingredients together using amuddler or a wooden spoon). Fill the glass with crushed ice and add the Cachaça. ■
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building the business – join us
REMEMBER, REMEMBER THE 20TH OF NOVEMBER Busy clubs and officials are hard pressed to take time out unless there’s a very good reason to do so. This is why Club Mirror is cramming three events into one action-packed day on 20 November in Manchester. Whether it’s sourcing new suppliers, seeking expert advice on legislation, comparing notes with other clubs or trying out a new beer for the bar, the Club Mirror team invites you to join them for an action-packed day (and evening).
2-5pm HAIL THE ALE BEER FESTIVAL Club Mirror’s sixth Hail the Ale Beer Festival, in association with CAMRA, will present ales from brewers of all sizes. Free to clubs and free to sample, clubs can test out ales and seek advice from the experts on how to keep and serve the perfect pint. Also: top tips on how and why well-kept real ales can create a point of difference.
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club mirror 31
building the business – join us
2-5pm ASK THE EXPERTS – LIVE! This free-to-clubs event brings clubs and club-supporting suppliers together in an informal and informative atmosphere, aiming to forge new partnerships and cement old ones. “Business-building is what it’s all about,” says publisher Sean Ferris. “We’re encouraging readers to come along and network with companies they already work with as well as meeting those not yet on their radar.” Ask the Experts - Live! will host experts in a number of key club areas including cellar management, energy saving, gaming machines, web design and hi-tech screens, as well as advice on latest legislation and better buying.
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6.30-7.30pm
7.30-10pm
DRINKS RECEPTION
CLUB AWARDS
Join us at the pre-Awards drinks reception, courtesy of Carlsberg UK.
The 22nd Club Awards and Gala Dinner will be presented by guest host and TV sports presenter John Inverdale.
10pm-1am ENTERTAINMENT ZONE The evening continues after the Awards with entertainment, upbeat disco and real ales at £1 a pint. (Images shown are from last year’s event.)
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clubmirror 33
building the business better business technology – join us
BOOKING AND REGISTRATION FORM • GALA DINNER • HAIL THE ALE • ASK THE EXPERTS – LIVE! Join us and clubs from around the country at the club event of the year.
REGISTRATION AND BOOKING FORM Name: _________________________________________
CLUB AWARDS AND GALA DINNER Early Bird Rate available for bookings taken by October 22
Club Name and Address: __________________________
Please reserve me (STATE NUMBER) ______ tickets for the Gala Dinner at the Early Bird Rate of £58.80 per person (including VAT of £9.80).
_______________________________________________
_______________________________________________
Please reserve me (STATE NUMBER) ______ table/s for 10 at the Gala Dinner at the Early Bird Rate of £451.20 (including VAT of £75.20).
Contact Telephone Number: _______________________
Email: _________________________________________
ASK THE EXPERTS – LIVE! (FREE TO CLUBS) • I would like to attend the Ask The Experts – Live!
■
• I will attend on my own ■
HAIL THE ALE BEER FESTIVAL (FREE TO CLUBS) • I would like to attend the Hail the Ale Beer festival
■
• I will attend on my own ■
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• I would like to bring colleagues
■
Up to 3 _____
Other (please state) ______
clubmirror
3 - 5 _____
• I would like to bring colleagues
■
Up to 3 _____
Other (please state) ______
3 - 5 _____
SEND COMPLETED FORM TO CLUB MIRROR: BY FAX: 01753 272021 BY POST: Club Awards, Club Mirror, Gainsborough House, 59-60 Thames Street, Windsor SL4 1TX BY EMAIL: info@clubmirror.com CALL: 01753 272022
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Aon Risk Solutions
With cover from as little as £795* for your clubs insurance why not speak to one of us today
Insurance for clubs Speak to one of our Client Managers today 0845 869 0515 or visit insurance.aon.co.uk/business/insurance/hospitality-trade
*Price illustration is based on cover being provided for the following: Employee Liability at £10 million, Public Liability at £2 million, Business Interruption at £125,000 for an indemnity period of 12 months, Loss of licence at £100,000, Book Debts at £25,000, Contents at £14,500, Theft by employees at £5,000, Portable property at £5,000, Computers at £3,000, Money up to £3,000, Stock covered at £3,000, Goods in transit at £3,000, Wines/Spirits/tobacco/cigarettes at £2,000 and Contents of the gaming machines at £1,000. The indication provided is also based on the building being of standard construction, in an area that isn’t subject to referral due to flood or subsidence and is subject to previous claims history and includes Insurance Premium Tax and all fees. Aon UK Limited is authorised and regulated by the Financial Conduct Authority. | Aon UK Limited Registered Office, 8 Devonshire Square, London EC2M 4PL | Registered No. 210725 FP.ENT.246.CS
building the business - new rugby magazine
AT THE HEART OF THE RUGBY COMMUNITY
Volunteers – how to find them and keep them. See page 32
Fixtures – Aviva Premiership Rugby kicks off Ben Kay on the season ahead Could you be our Rugby Club of the Year?
clubmirror SOCIAL
I
ENTERTAINMENT
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SPORTS
AND
FITNESS
AT THE HEART OF THE COMMUNITY
September 2014
BRANDS REPORT Top selling cask and keg beers revealed
AVIVA PREMIERSHIP
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LEGAL EAGLE
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CLUB KITCHEN
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ASK THE EXPERTS
WELCOME TO CLUB RUGBY MAGAZINE, OUR FOURTH MAGAZINE DESIGNED SPECIFICALLY FOR CLUBS Club Mirror is pleased to announce the launch of Club Rugby magazine, clubrugby.org.uk, our fourth magazine designed specifically for clubs. The launch is timed to coincide with the build up to the Rugby World Cup 2015, and is launched as a free magazine specifically for rugby clubs. Building on this springboard, we will be announcing rugby club-specific events and an interactive programme of meetings and networking opportunities, all aiming to pull the rugby club industry still closer together. So watch out for our latest updates in forthcoming issues; there’ll be lots going on. Reader input The response to our recent rugby reader survey was impressive. Thanks to all of you who took the time to complete it. (If you missed it don’t worry. This will be an annual activity and we’ll be running the 2015 questionnaire early next year.) We’ve acted on your ideas and suggestions and the new magazine will continue to reflect what you told us you wanted to read – business building ideas, up-to-the minute advice and input from the experts on all aspects of running a rugby club. Consumer reports Consumer reports also featured highly in the survey as a useful business tool, and we will continue to share analytical studies of market segments designed to help clubs ‘get under the skin’ of members and potential members.
Drinks reports Drinks reports are popular, providing valuable insights into market trends (and thanks go to our analytical friends at CGA Strategy for their ongoing support here). Special supplements Supplements around special events will grow in importance, as you’ve indicated that such insights help to reinforce just what clubs can – and should – be doing to maximise the opportunities presented. Legislation As you’d expect this is high on everyone’s agenda, and lobbying is even higher. We regularly attend meetings at The House of Commons for The All-Party Parliamentary Group for Non-Profit Making Members’ Clubs. The Group aims to support clubs and make their collective voice heard in the corridors of power. This work is ongoing and all-important. (There’s no doubt that when we all get together we’re a force to be reckoned with. Club Rugby (and Club Mirror) will continue to work closely with industry bodies pan sector.) Club Awards Now in their 22nd year, the Club Awards continue to highlight the breadth and depth of clubland. Rugby Club of the Year, sponsored by BT Sport, is a crucial and important category. (And we encourage you all to stand up and be counted!) The annual event – which this year takes place
CLUB REPORT Sound business advice for club professionals
2014
WWW.CLUBRUGBY.ORG.UK Positive perspectives for 2014 Club Mirror’s annual guide with expert advice for the year ahead
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clubmirror SOCIAL
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ENTERTAINMENT
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SPORTS
AND
FITNESS
45 March 2014
AT THE HEART OF THE COMMUNITY
clubmirror SOCIAL
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ENTERTAINMENT
JANUARY 2005
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SPORTS
AND
FITNESS
AT T H E H E A R T O F T H E C O M M U N I T Y
Club Kitchen
Recipes for rugby showdown
Club Mirror Awards And the winners are...
Club Mirror HQ
2005 – resolutions or revolutions?
Game on
Latest and greatest at ATEI
Backing English ru
YEARS I
SOCIAL
ENTERTAINMENT
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SPORTS
AND
FITNESS
clubmirror AT THE HEART OF THE COMMUNITY
August 2014
Working within the law ALSO INSIDE: Perfect pitches and glorious greens Great British Beer Festival Football Special - Barclays Premier League
on 20 November – is a unique showcase for clubland, and this was no more evident than in the 2013 Awards. The entries provided further proof, if proof were needed, that the club sector is pulling members through its busy doors through innovation, entertainment and determination. Entrants have been busy maximising last year’s Awards successes through local media, on websites and internally to members – a reminder of just how special their club is (and why). This year’s event will be hosted by sports presenter and rugby enthusiast (and indeed player) John Inverdale. The Awards ceremony follows a drinks reception and Gala Dinner in the Ballroom at the stunning Palace Hotel, Manchester. Beer Festival – FREE to readers Our sixth annual Beer Festival takes place on 20 November between 2-5pm on the same day as the Awards. Expertly run for us again by the team at CAMRA it will see a host of new brews and old friends in all their cask glory. Trade shows – FREE to readers As well as our annual November trade event, Ask the Experts – Live!, we’ve also run trade shows in Halifax and London. These featured long-standing club suppliers including Booker, BT Sport, Carlsberg, Dransfields, Marston’s, Poppleston Allen and Sky Sports OTHER PARTS OF THE PORTFOLIO Sports4Bars.com Sports4Bars.com is the definitive online guide to all the live sport available to licensed premises in the UK. As the number of channels broadcasting live sport has grown massively in recent years, finding out when and on what channel the big match is on can sometimes be confusing. That’s where Sports4Bars.com comes in, providing a
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one-stop destination for the up-to-date and accurate broadcast information you need to keep your customers happy and excited about live sport – whatever team or sport they follow. As well as providing the essential TV fixtures information you require, Sports4Bars.com will also be running regular special features and promotions, to help you make the most of sport in your venue and increase your bottom line.
Clubhouse Europe Club Mirror and The Club Managers Association of Europe (CMAE) joined forces to launch a new international magazine, Clubhouse Europe. The cutting edge business-driving magazine was launched to help CMAE members at a senior level drive the professionalism of clubs and resorts around Europe. Clubhouse Europe reaches club managers, board members, committee members and club owners across the UK and Europe, targeting key decision makers within large club operations – ranging from all forms of sports clubs to golf clubs and golf resorts. Numbering Wentworth CE Julian Small amongst its columnists, the magazine also acts as a showcase for suppliers to the sports arena, from food and drink to equipment and latest technology. The website is live so visit www.clubhouseeurope.com. To conclude... We are delighted to have added Club Rugby magazine to our portfolio and we will continue to support the club sector in every way we can. Please do let us know all your views on any of our magazines and contact us with any queries about any aspects of club business. Between us all, we look forward to a proactive and decidedly positive end to 2014 and a great 2015.
NEWS
I
PRODUCTS
I
TRADE SHOW
I
SPORTS FIXTURES
I
CLUB KITCHEN
CLUBHOUSE EUROPE
AUTUMN 2013
Club Management Conference, Rome
Junior golf – why it matters
– see page 6
Talking teamwork – the word from Wentworth Game, set and match – tennis is on the ball
CONTACT DETAILS Sean Ferris, Club Rugby/Club Awards Gainsborough House, 59/60 Thames Street, Windsor, Berks SL4 1TX • t. 01753 272022
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DIARY DATE 20 November, 2014 RUGBY CLUB OF THE YEAR Manchester Palace Hotel 20 November
REGISTRATION HOTLINE 01753 272022
SUPPORTED BY AT THE HEART OF THE RUGBY COMMUNITY
Volunteers – how to find them and keep them. See page 32
Fixtures – Aviva Premiership Rugby kicks off Ben Kay on the season ahead Could you be our Rugby Club of the Year?
european rugby champions cup
EUROPEAN RUGBY CHAMPIONS CUP
LET BATTLE COMMENCE! This month the inaugural European Rugby Champions Cup explodes onto the pitches and onto club screens with two dramatic weekends of heavyweight clashes between European club rugbyâ&#x20AC;&#x2122;s professional elite.
n what promises to be a thrilling tournament, defending European champions, RC Toulon, kick off their Pool 3 campaign at Stade Mayol against Scarlets, with reigning Aviva Premiership champions, Northampton Saints, travelling to Racing Metro 92 in Pool 5 as the 20th season of European competition gets underway.
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Expect plenty of action when Leinster Rugby, Guinness PRO12 title holders, take on Wasps in Round 1. Saracens, meanwhile, will be looking forward to taking on ASM Clermont Auvergne again, who they famously defeated in last seasonâ&#x20AC;&#x2122;s European Cup semi-final. Book early to avoid disappointment is the advice for
Pool 4, when Bath Rugby hosts four-time European champions, Toulouse. Same goes for Pool 3; Thomond Park and Kingspan Stadium will be rammed when Munster Rugby goes head-to-head with Saracens and when Ulster Rugby hosts Toulon. Other games of note in Round 1 include the meeting of
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european rugby champions cup Cardiff Blues and Grenoble at BT Sport Cardiff Arms Park in Pool 1 as well as Exeter Chiefs’ visit to Bayonne. In Round 2, London Welsh’s return to European competition against Bordeaux-Bègles at the Kassam Stadium on Thursday, 23 October will be live on BT Sport. Two places in the European Rugby Champions Cup second tournament were still to be filled at time of going to press. By the time you read this, the winners of the play-off between Femi-CZ Rugby Rovigo and Georgian representatives, Tbilisi Caucasians, will qualify for Pool 1 where they will join Cardiff Blues, London Irish and Grenoble. So which team is most likely to dominate? And who will be picking up the hard-fought trophy? Betfred’s latest odds show that it’s going to be tough at the top, with Toulon and Leinster cracking heads together for the ultimate prize. But watch out for watchful Northampton, always a force to be reckoned with. And at 9/1, don’t rule out Saracens or Clermont, who will both be ready to pounce. Below that top five? Anything could happen. And probably will.
EUROPEAN RUGBY CHAMPIONS CUP POOLS POOL 1
SARACENS
MUNSTER
ASM CLEMONT AUVERGNE
SALE SHARKS
POOL 2
TOURNAMENT OUTRIGHT WINNER (Betfred odds as at September 22) Toulon Leinster Northampton Saracens Clermont Racing Metro Toulouse Montpellier Munster Leicester
10/3 5/1 6/1 9/1 9/1 14/1 16/1 20/1 22/1 25/1
Ulster Castres Harlequins Bath Glasgow Wasps Ospreys Scarlets Sale Treviso
25/1 33/1 40/1 66/1 100/1 200/1 200/1 500/1 500/1 5000/1
LEINSTER
CASTRES OLYMPIQUE
HARLEQUINS
LONDON WASPS
POOL 3
RC TOULON
LEICESTER TIGERS
ULSTER RUGBY
SCARLETS
AT THE HEART OF THE RUGBY COMMUNITY
POOL 4
GLASGOW WARRIORS
MONTPELLIER
BATH RUGBY
TOULOUSE
POOL 5 Volunteers – how to find them and keep them. See page 32
Fixtures – Aviva Premiership Rugby kicks off Ben Kay on the season ahead Could you be our Rugby Club of the Year?
For more information on all things rugby visit www.clubrugby.org.uk 40
clubmirror
NORTHAMPTON SAINTS
RACING METRO 92
OSPREYS
BENETTON TREVISO
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EUROPEAN RUGBY CHAMPIONS CUP FIXTURES ROUND 1 Date
Time
Stage
Home
Away
Venue
17/10/2014
19:45
P2
Harlequins
v
Castres Olympique
The Twickenham Stoop
18/10/2014
13:00
P1
Sale Sharks
v
Munster Rugby
AJ Bell Stadium
18/10/2014
15:15
P1
Saracens
v
ASM Clermont Auvergne
Allianz Park
18/10/2014
15:15
P4
Glasgow Warriors
v
Bath Rugby
Scotstoun Stadium
18/10/2014
18:15
P5
Racing Métro 92
v
Northampton Saints
Stade Yves-du-Manoir
18/10/2014
19:45
P3
Leicester Tigers
v
Ulster Rugby
Welford Road
19/10/2014
13:00
P5
Ospreys
v
Benetton Treviso
Liberty Stadium
19/10/2014
14:00
P4
Toulouse
v
Montpellier
Stade Ernest Wallon
19/10/2014
16:15
P3
RC Toulon
v
Scarlets
Stade Félix Mayol
19/10/2014
17:15
P2
Leinster Rugby
v
Wasps
RDS Arena
Date
Time
Stage
Away
Venue
24/10/2014
19:45
P1
Munster Rugby
v
Saracens
Thomond Park
25/10/2014
13:00
P3
Ulster Rugby
v
RC Toulon
Kingspan Stadium
25/10/2014
15:15
P4
Bath Rugby
v
Toulouse
The Recreation Ground
25/10/2014
17:15
P5
Northampton Saints
v
Ospreys
Franklin's Gardens
25/10/2014
18:15
P4
Montpellier
v
Glasgow Warriors
Altrad Stadium
25/10/2014
19:45
P3
Scarlets
v
Leicester Tigers
Parc y Scarlets
26/10/2014
14:00
P2
Castres Olympique
v
Leinster Rugby
Stade Pierre Antoine
26/10/2014
16:15
P1
ASM Clermont Auvergne
v
Sale Sharks
Stade Marcel-Michelin
26/10/2014
17:15
P2
Wasps
v
Harlequins
Adams Park Stadium
26/10/2014
18:15
P5
Benetton Treviso
v
Racing Métro 92
Stadio Comunale di Monigo
TV
ROUND 2
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Home
TV
clubmirror 41
Live sporting fixtures from TCH
ONE TO WA
THE BEST OF Sports4Bars.com looks ahead to the month’s key live sporting fixtures, including England’s crucial Euro 2016 Qualifiers against San Marino and Estonia
Sunday October 5, 2.05pm – Sky Sports 1 HD
Football: Barclays Premier League Chelsea v Arsenal Arsene Wenger has never tasted victory over Chelsea counterpart Jose Mourinho and will be eager to rectify that this season - although it may be too tough a challenge at Stamford Bridge.
NDS
RECOMME
Sunday October 12, 5pm – ITV
Football: Euro 2016 Qualifier Estonia v England After the relative euphoria of England’s 2-0 win over Switzerland in September, Roy Hodgson will be looking to gain full points from this month’s two Euro 2016 Qualifiers against San Marino and Estonia.
TCH
ONE TO WA
Saturday October 18, 3.15pm - BT Sport 1
Rugby Union: European Rugby Champions Cup - Saracens v Clermont The much-anticipated European Rugby Champions Cup gets underway and this showdown between two of last season’s semi-finalists is one of the standout contests of the opening weekend.
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British Champions Day: Channel 4, Saturday, October 18 Wednesday October 1, 7.45pm Sky Sports 5 HD
Sunday October 5, 2.05pm Sky Sports 1 HD
Football: UEFA Champions League: FC Basel v Liverpool
Football: Barclays Premier League - Chelsea v Arsenal
Afer a five-year absence from the Champions League, Liverpool are back competing against Europe’s best teams and will be out to put down a marker against one of the weaker sides in their pool.
There may be several new faces at Chelsea this season but the Blues have wasted no time in setting about playing some dazzling football. Arsenal will certainly be aiming to keep a close eye on Diego Costa who has looked very dangerous since arriving from Atletico Madrid in the summer.
Saturday October 4, 5.30pm Sky Sports 1 HD
Football: Barclays Premier League - Aston Villa v Manchester City
Monday October 6, 7pm Sky Sports 1 HD
Aston Villa sprinted out of the blocks at the beginning of the season, some excellent performances propelling them to the top of the table. They will be desperate to maintain that level of momentum.
Live from Dublin, this PDC event was established in 1998 and has been dominated by Phil Taylor who has won the title an astonishing 11 times, including in 2013 when he beat Dave Chisnall in the final.
Sunday October 5, 12 noon BT Sport 1 HD
Thursday October 9, 7.45pm ITV1
Football: Barclays Premier League - Manchester United v Everton
Football: Euro 2016 Qualifier - England v San Marino
It’s clear that the arrival of Louis van Gaal has not been the instant fix desired by the Old Trafford faithful but the arrival of some high-profile signings has added to the expectation heaped on his shoulders.
Darts: World Grand Prix
England continue their qualification campaign for the 2016 European Championships as they take on San Marino at Wembley. Roy Hodgson’s men will be aiming to crush lowly San Marino which has a total population of 31,000 fewer people than the town of Bedworth.
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OCTOBER’S LIVE SPORT ALSO COMING UP...
Liverpool v Real Madrid: Sky Sports 1, Wednesday, October 22
Sunday October 5, 12.45pm Sky Sports 2 HD
Football: Inverness CT v Ross County Wednesday October 8, 7.45pm BT Sport 1 HD
Football: Kidderminster Harriers v Welling United Sunday October 12, 2pm BT Sport 1 HD
Rugby Union: Wasps v Bath Monday October 13, 7.45pm Sky Sports 5 HD
Football: Wales v Cyprus Tuesday October 14, 7.45pm Sky Sports 5 HD
Football: Poland v Scotland Sunday October 12, 5pm ITV1
Saturday October 18, 12.45pm BT Sport 1 HD
Wednesday October 22, 7.45pm Sky Sports 1 HD
Tuesday October 14, 7.45pm Sky Sports 2 HD
Football: Euro 2016 Qualifier - Estonia v England
Football: Barclays Premier League - Manchester City v Tottenham
Football: UEFA Champions League - Liverpool v Real Madrid
Football: Greece v Northern Ireland
There have been some highly encouraging signs for Spurs this season with manager Mauricio Pochettino harnessing the potential of his key players to come up with a highly effective game plan.
A tie which will have all of Anfield buzzing as the Reds test themselves against reigning champions Real Madrid. As five-time winners of the European Cup themselves, the home side will have no fears taking on the Galacticos.
Friday October 17, 7.45pm BT Sport 1 HD
Saturday October 18, 1pm Channel 4
Saturday October 25, 5.15pm Sky Sports 2 HD
Football: Bradford City v Sheffield United
Horse Racing: British Champions Day
Rugby Union: European Rugby Champions Cup Northampton Saints v Ospreys
Saturday October 18, 12.45pm Sky Sports 3 HD
Estonia pulled off a shock win over Slovenia in their first Euro qualification bout in September but England will expect to shrug aside any challenge a team ranked 81st in the world - below Uganda and Antigua & Barbuda. Tuesday October 14, 7.45pm Sky Sports 1 HD
Football: Euro 2016 Qualifier - Germany v Republic of Ireland A daunting challenge for the men in green as they take on the reigning World Champions. The Republic took three points from their initial Qualifier – the 21 victory over Georgia – and now Martin O’Neill and Roy Keane must inspire their charges to greater feats.
The climax of the flat racing season, British Champions Day at Ascot is the richest day in UK racing with £3.75 million in prize money across the final races in each of five categories.
Friday October 17, 7.45pm BT Sport 2 HD
Football: UEFA Champions League - Chelsea v Maribor
Rugby Union: European Rugby Champions Cup Harlequins v Castres
The unheralded Slovenian side Maribor have been a surprise package this season, beaing Zrinjski Mostar, Maccabi Tel Aviv and Celtic in qualifying for the Champions League and then drawing 1all with Sporting Lisbon in their opening Group G encounter. Chelsea will be forewarned about the potential threat.
The new European rugby competition kicks off in style with a big Friday night game at The Stoop featuring two sides renowned for their willingness to play positive, attacking rugby.
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Tuesday October 21, 7.45pm ITV1
These two sides were also in the same pool in last season’s Heineken Cup with Ospreys failing to qualify for the knockout stages after finishing bottom of the pool with just one win to their credit. Sunday October 26, 4pm Sky Sports 1 HD
Football: Barclays Premier League - Manchester United v Chelsea No matter United’s recent relative fall from grace, this is a huge tie featuring a veritable galaxy of stars in both blue and red shirts.
Football: Hamilton v Aberdeen Saturday October 18, 5.15pm Sky Sports 1 HD
Football: Ross County v Celtic Sunday October 26, 5.15pm BT Sport 2 HD
Rugby Union: Wasps v Harlequins Friday October 31, 7.45pm BT Sport 1 HD
Football: St Johnstone v Motherwell
www.Sports4Bars.com clubmirror 43
building the business – halloween highlights
ROLL OUT THE PUMPKINS –
IT’S HALLOWEEN! He who scares, wins! So dim the club lights, break out the pumpkin pie and enjoy the scariest night of the year.
allows (holy) Eve- was originally deemed the eve of the New Year, when souls of the dead returned to their homes to feast. For clubs, however, the concept of the dear departed returning, uninvited (and without having paid their subs) for free beer, or more likely spirits, goes against the grain. Halloween now represents an opportunity to increase club revenues – so let them pay, like everyone else. But if they’re not prepared to fork out, just how spooky can you make your club? Regaling scary stories will keep members running to the bar for Dutch courage. Here’s a collection to get the goose bumps going:
record paranormal activity. “Having said that … we were in the presence of a spirit and there were definite responses to the questions that we asked.”
H
Parkside Social Club, Haworth The club has served as an insitute in the past as well as a schoolroom. The ghost of a young Victorian girl has been seen in the pool room and footsteps have been heard coming from upstairs in the club. On one such occasion, says club member Shona Grange, she and several others split into two parties, with one group going up the back stairs and the other up the front; they found no-one there. Duple Social Club, Blackpool Duple Social Club, which still has a thriving entertainment programme, is haunted by what is believed to be a former
Howley Hall Golf Club, Leeds The headquarters of this club was, at one time, a farmhouse belonging to the now ruined sixteenth century hall. One afternoon in 1972 a couple from Leeds were walking near the ruins of the old hall and noticed a woman in unusual clothes walking towards them. “She had a long dress with a dark top and a curious red mantilla veil over her face and shoulders,” said Mrs Bunney,” But just as I commented on this to my husband the figure faded and vanished.” A couple of years later a mill worker saw two men and a woman in the same area. “I thought they were golfers,” he said. “But when my dog barked and growled at them they just vanished.” The figures had appeared in `dark loose clothing of an early period`.
performer from the 1970s. An eyewitness claims the spirit is one Elizabeth Price. “Apparently, she used to perform at the club in the 1970s but we could not find any confirmation or evidence that this was the case,” said Jonathan Moss, on behalf of O.R.B.S. PG Paranormal Investigation Team, who attempted to
Hellfire Club, West Wycombe The Hellfire Caves, home of the renowned Hellfire Club in West Wycombe, have seem missiles being thrown at TV presenters, as well as the sound of disembodied voices. It’s all on record. Gargoyle Club, Dean Street, London. This 18th century four storey Georgian Townhouse, once
COULD YOUR CLUB BE HARBOURING A GHOST? Halloween is the time to find out. We’ve done our own Club Mirror check against the below. Alert members to the key tell-tale signs of unearthly presences and test them out on their own home. This is the Club Mirror team’s response...
1. Have you noticed cold spots/temperature drop? Yes (especially in Winter). 2. Glasses or other objects being moved across bars/shelves? Yes (especially on a big Friday night). 3. Toilets being mysteriously flushed? No (we wish).
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4. The smell of perfume, flowers or tobacco without an obvious cause? Errr... spookily yes. By many people. Specifically cigar smoke – various locations and unprompted, in rooms where no one has smoked. 5. The sense of being watched Yes (but that could be wishful thinking). www.clubmirror.com
RECIPE FOR PUMPKIN PIE Pumpkin pie is a traditional American recipe associated with Halloween and Thanksgiving. So don’t throw away the pulp from your pumpkin carving. Try the following recipe. Ingredients • One and a half pounds (675g) pumpkin, peeled and fibrous center removed, cut into cubes • 4 oz. (125g) caster sugar • 3 eggs • 1 teaspoon ground nutmeg • half a teaspoon of ground ginger • 1 teaspoons ground cinnamon • 4 tablespoons milk • 10 oz. (275g) plain flour • two and a half ounces (65g) margarine • two and a half ounces of lard • 3-4 tablespoons water Method STEP 1. Place the pumpkin in a colander over a pan of boiling water and steam for about 20 minutes or until tender. Then mash and cool.
STEP 4. Whisk the eggs, sugar, ginger, nutmeg, ginger and ground cinnamon. Fold in the mashed pumpkin and four tablespoons of milk and pour into the pastry case. Bake at 375°F, Gas Mark 5, 190°C for about 40 minutes, or until set. STEP 5. Serve warm or cold with whipped cream.
STEP 2. Sift the flour and two teaspoons of cinnamon into a bowl then rub in fats until mixture resembles fine breadcrumbs. home to the Gargoyle Club, is reputed to be haunted by Nell Gwynne, renowned mistress of King Charles II. The grey shadow apparition is accompanied by the strong smell of gardenias. Caesar’s Club, London Perhaps one of the most famous ‘club haunters’ – apart from your regulars of course – is Ruth Ellis, the last woman to be hung in Britain. She worked at Caesars in 1948 and apparently hasn’t left since.
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STEP 3. Mix in the water to make a dough. Knead the dough on a floured surface and roll. Grease a baking tin (10.5 x 7.5 inches), line with the dough and prick the base. Line the base with greaseproof paper and top with beans. Blind bake for 15 minutes at Gas Mark 5, 190°C (this will keep the pastry flat) before removing the paper and beans. Bake for a further five minutes.
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BUILDING THE BUSINESS –HALLOWEEN WITH HOBGOBLIN
MAKE HALLOWEEN SCARILY GOOD Get ready for the most spooktacular time of year, Halloween, with the mighty mischief maker himself, Hobgoblin. Hobgoblin, the Unofficial Beer of Halloween, is ready to unleash even more mischief and mayhem than ever before during his favourite season of them all. Everybody knows that Halloween is a great time for parties - especially as it falls on a Friday night this year - and it’s also the third biggest sales opportunity of the year, so now’s the time to start planning for more fun and profit for your club. Here are some scarily good ideas for how you can make mischief pay this year.
Advertising and promoting your events is crucial. So make sure you adorn your club with posters as early as possible and of course use social media to invite customers. Entertainment will really make the evening - think about a Halloween playlist, face painting or a best costume competition.
As part of its aptly named ‘Season of Mischief’, Hobgoblin plans to distribute 7000 POS kits to pubs, bars and clubs up and down the country in a bid to make this its biggest Halloween campaign to date. The new kit, emblazoned with Hobgoblin’s new ‘Wheel of Misfortune’ promotion, will be delivered to anyone ordering Hobgoblin for the Season of Mischief and features: • The Hobgoblin’s legendary LED flashing pump clip • A pumpkin handpull topper and hand pull Halloween sleeve to grab even more attention at the bar • Promotional ‘Wheel of Misfortune’ Bar Runner • 125 pack of ‘Wheel of Misfortune’ Drip mats
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2. It’ll attract even more attention this year – because not only do you get a flashing pump clip with my face on, you also get a bright orange hand pull sleeve! 3. If you want your pub to be packed with Halloween fiends, then you better advertise early. Make sure you get spooky posters up in the pub as early as possible and also invite your customers on Facebook/Twitter too.
PLAY THE WHEEL OF MISFORTUNE
The Wheel of Misfortune promotion gives fans the chance to win £5,000, his and hers sheep skin coats, a fondue set and a canteen of cutlery – mocking TV game shows of yester-year in his trademark mischievous style. Hobgoblin is a brand known for pushing boundaries, and this Halloween will be no different with the Hobgoblin hosting a live version of his Wheel of Misfortune – the first for any ale brand. Fans will be encouraged to audition to take part in one of four live shows broadcast on Halloween via www.wychwood.co.uk/live and Facebook (hobgoblin beer). Chris Keating, Marketing Manager for Wychwood said: “The size of the Halloween market in the UK has risen from less than £60m in 2005 to over £350m in 2013 and is now the third most profitable retail event after Christmas and Easter. By creating themed events, clubs can drive footfall and opportunities to increase margin.”
toffee malt flavour, balanced with a rounded moderate bitterness and an overall fruity, mischievous character – making it a perfect accompaniment to a spooky Halloween evening.
4. Everyone likes games, especially me! Make it a family event with pumpkin carving, or if you’re having a fancy dress party, give a prize to whoever brings the best dressed ghoul-friend! Just don’t use Hobgoblin in the apple bobbing cauldron – what a waste! 5. Worried about what ales to put on at short notice? You needn’t worry as my tasty ale comes in Fastcask format – you won’t need anytime for the beer to settle, meaning you can put it on sale immediately. 6. Finally, get my Halloween screensaver from www.wychwood.co.uk/wom and get your customers and friends into the swing of things.
Wychwood marketing manager, Chris Keating adds: “It’s Hobgoblin’s ninth consecutive year as the ‘Unofficial Beer of Halloween’. We have created a demand for Hobgoblin during the ‘Season of Mischief’ and consumers expect to see the Hobgoblin on the bar throughout October. With Halloween falling on a Friday this year, there’s a real opportunity for clubs to capitalise on an event that’s been a traditional favourite for decades.”
HOBGOBLIN HINTS & TIPS The Hobgoblin isn’t just the chief mischief maker, he’s pretty clued up on how to get the customers through the doors and have a great time. So here are some tips and tricks from the little fella himself. 1. Make the most of my favourite season and get my tasty ruby beer on the bar. Hobgoblin is a fullbodied ruby beer that delivers a delicious chocolate
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ask the experts - guide to social media
A BEGINNER’S GUIDE TO SOCIAL MEDIA Social media platforms can be a valuable marketing tool to help improve any business. They provide a cost-effective means of engaging with customers, building up a network of people who are eager to hear what your club has to offer. If you are not interacting with them, then you can be sure a competitor will be! ou are probably familiar with a few names of these new-fangled ‘social media’ sites – Facebook, Twitter, Pinterest, Instagram. Your best bet is to focus on building up a presence on the ones with the most active users – Facebook and Twitter – and then move on to others as you feel more confident! This guide will explain the process of setting up accounts, adding content, and suggesting general strategies for success as a marketing channel for your club!
Y
Facebook - the basics 1. Go to www.facebook.com/page/create.php 2. Choose a category that you feel best suits your club, typing in the name and location. 3. Upload a ‘main photo’ - e.g. your club logo. This will appear alongside your business name whenever you post an update or comment on something. 4. Write a short but distinctive description of your club. This will appear in the ‘About’ section and we recommend you include a link to your website. 5. Upload an image for the ‘cover photo’- it’s the landscape one appearing at the top of your page. 6. Adding content. The clue is in the name! Be ‘social’ by sharing interesting updates and photos so that users can get an idea of what your club is about and what you have to offer. 7. Monitor interactions. Looking at your admin panel, you can see private messages and other items of interest. Ensure that you respond to users enquiries quickly. To do this on the fly you can install the Facebook Pages app on your phone/tablet. 8. Measure your efforts. Clicking the ‘view insights’ tab will display useful stats and information about the users who interact with your page. Twitter 1. Go to www.twitter.com and complete the account set up process. The key thing to pay attention to is your choice of username - you may have to play about with the wording of your business as the name may already be taken. 2. Who to follow. You could go for a mix of potential customers, similar businesses and celebrities. There is no limit to who you can follow! 3. Click on ‘edit profile’ to add details about your business. Upload two different photos, a profile photo which will appear against all your tweets and a header photo (similar to Facebook’s cover photo) which will appear on your page. There is a button for ‘theme colour’ if you want to stick with your existing brand colours. 4. Tweet! Click on the ‘quill and paper’ icon to compose your tweet. Each tweet can only be 140 characters long. The odd abbreviation, in order to fit within the character limit, is fine, but remember you want to appear professional.
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5. Click on ‘Home’ at the top of the page to see tweets from those you’re following. The ‘Interactions’ tab should be the main focus for you as a business, it shows tweets directed at you/in response to you/that you are mentioned in/details of new followers etc.’ 6. The envelope icon shows private messages that have been sent to you from a user, remember to respond quickly! Etiquette and Tips Deal with any queries and comments on social media promptly and you’ll be seen in a positive light, not only by your existing customers, but also potential customers. The ultimate aim is for people to talk about their experiences with your club. It would be a mistake to use social media as a direct sales tool. For example, don’t send endless tweets about your club. Tweets about special drinks deals or other prompts to visit your club fitted in between other indirect content is a more reasonable approach. One of the main reasons people unfollow a brand is because they post too frequently. You should aim for 3-5 Facebook posts a week and 1-3 tweets a day. However, this is not a hard and fast rule and you’d seem more genuine if you don’t tweet on certain days and tweet 5 times on a ‘big news’ day. You should ‘retweet’ amusing/interesting tweets related to your clubs interests, the aim is to interact with others, not post endless statuses or tweets about your club facilities. Photos and infographics are always appealing and tend to attract more people than just plain text communication,
so try to accompany them with your tweets to help get your message across. Visit canva.com to create free graphics without the need for technical know-how. This should all help you build up a following and put your business in the minds of consumers. Strategy for Success • Work out your target audience (current and potential customers) and then decide the best channel to reach them. • Make sure you present a consistent message across whatever platforms you choose. • Share news and information you think others will find amusing, entertaining or interesting. A useful question to ask yourself – if I read my last 5 tweets or posts, would I follow myself?! • Take baby steps – aim to spend 15 to 30 minutes a day on social media. Over time you’ll find your interactions will increase and will realise the opportunities available for your business.
CONTACT DETAILS If your website is looking a bit tired and outdated and you’re after a brand spanking new site or, if you want to add more features or just want to discuss how your current site could be updated, please get in touch with Larrytech by email to sales@larrytech.com or call the team on 01892 888011.
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dishes from around the world
sponsored by
SPICING IT UP
This month we take a whirlwind tour of India, China and Mexico, with dishes ranging from the ubiquitous high-margin Homemade Chilli (£0.83p per portion) to a luxurious packed-withflavour Prawn Jalfrezi (£3.14 per portion). Check out this month’s hot club favourites. Chicken Balti
VEGETABLE & PANEER BALTI & RICE Paneer Full Fat Soft Cheese (M135089); Cooking Onions (M529776); FF Garlic (M107117); FF Carrots (M099783); FF Butternut Squash (M131315); CL Easy Cook Rice (M719526);CL Balti Sauce (M135906) and two Currymate Plain Naans (M135743).
Cost per serving - £1.88 Vegetable & Paneer Balti
INDIAN
Prawn Jalfrezi
CHICKEN BALTI & CORIANDER INFUSED BASMATI RICE Kohinoor Silver Range India’s Finest Super Basmati Rice (M106935);Chef Essentials Fresh Chicken Breast Fillets (M147180); CL Balti Sauce (M135906); FF Coriander (M138078) and two Currymate Plain Naans (M135743).
Cost per serving - £1.34 PRAWN JALFREZI CL King Prawns (M021600); CL Jalfrezi Sauce (M135924); Mixed Peppers (M107803); Onions (M529776); Uncle Ben’s Long Grain Rice (M252701) and two Currymate Plain Naans (M135743).
Cost per serving - £3.14 48
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CLUB KITCHEN CODES BB – Booker Basics CL - Chef’s Larder FF – Farm Fresh M – Midas Code
Sweet ’n’ Sour Chicken
Teriyaki Beef Noodles
CHINESE SWEET ‘N’ SOUR CHICKEN WITH RICE Uncle Ben’s Long Grain Rice (M252701); CL Cooked Large Diced Chicken Breast (M122779) and CL Sweet & Sour Sauce with Vegetables (M143574).
Cost per serving - £1.90 TERIYAKI BEEF NOODLES CL Pad Rump Tails (M094965); CL Teriyaki Sauce & Glaze (M145499); FF Garlic (M107117); Mixed Peppers (M107803); FF Carrots (M099783) and Blue Dragon Medium Egg Noodles (M127605).
Cost per serving - £1.37 SWEET CHILLI VEGETABLES WITH EGG NOODLES Cooking Onions (M529776); FF Carrots (M099783); Mixed Peppers (M107803); Blue Dragon Whole Water Chestnuts (M070892); CL Sweet Chilli Dipping Sauce (M068666) and Blue Dragon Medium Egg Noodles (M127605).
Cost per serving - £0.83p
Sweet Chilli Vegetables
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clubmirror 49
dishes from around the world
sponsored by
Sizzling Cajun Steak Fajitas
MEXICAN SIZZLING CAJUN STEAK FAJITAS BB Whole Boneless Rump (M095864); CL Blackened Cajun Seasoning (M129614); Mixed Peppers (M107803); Onions (M529776); Kingsmill White Flour Wraps (M147763); CL Salsa (M129906) and Compsey Creamery Set Soured Cream (M071215).
Cost per serving - £2.22 MINCED BEEF ENCHILADAS Old El Paso Cheesy Baked Enchiladas (M145588); CL Minced Beef (M094872); Chef’s Essentials Grated White Cheese (M153117); Compsey Creamery Set Soured Cream (M071215) and Florette Crispy Salad (M629340).
Minced Beef Enchiladas
Homemade Chilli & Rice
Cost per serving - £1.35 HOMEMADE CHILLI & RICE CL Minced Beef (M094872); Onions (M529776); CL Chilli Con Carne Sauce (M142468); CL Red Kidney Beans (M431106); CL Easy Cook Rice (M719526) and CL Tortilla Chips (M128564).
Cost per serving - £1.40 FOR MORE INFORMATION For more information and menu ideas contact Booker. • t. 0845 60 12 999 • www.booker.co.uk
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Creating Hospitality
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TECHNOLOGY
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GAMING
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