Summer sipping

AS HOSPITALITY OPERATORS, YOU’LL BE FULLY AWARE THAT OUT OF HOME DRINKING OCCASIONS INCREASE THROUGHOUT THE SUMMER. SUNSHINE AND WARM WEATHER PROVIDES VENUES WITH THE OPPORTUNITY MAXIMISE THIS SUMMER TRADE BY STOCKING THE BIG-HITTING BRANDS, WHICH WILL DRAW CUSTOMERS INTO THEIR VENUES AND BEER GARDENS.

As consumer spending tightens, we anticipate that more consumers will enjoy ‘staycations’ and remain in the UK, meaning more trips out to local venues to treat themselves this summer. With more young and loyal drinkers than any other BWS brand1, Kopparberg is a must-stock on your menu to refresh your customers over the warmer months. Drinkers have their favourite alcohol brands, and as expected, customers will drink less or even leave a venue if these choices are not stocked. 65% of drinkers would choose Kopparberg ahead of any other fruit cider2,which highlights the importance of ensuring your venue is stocking the best possible range to increase both footfall and time spent in your venue.

Stocking premium and popular brands allows bars to increase pricing, as consumers will pay more for the products they desire. It is important to consider the offerings on draught too – it is an important volume generator for outlets, with 54% of consumers preferring to buy draught cider, to packaged3. Furthermore, this supports the argument for venues to offer a second draught line to compliment traditional apple cider. Outlets should use draught fruit cider to drive volume, and packaged to offer a range of flavours to appeal to the lighter fruit cider drinker.

Kopparberg recently launched a firstto-market digital font to support their Strawberry & Lime draught option, which provides venues with an effective tool to drive additional volume through adding consumer intrigue and disruption at the point of purchase.

Kopparberg’s brand-new digital hub, Behind the Bar, provides on trade stockists with free access to a one-stop-shop for all things Kopparberg, as well as further insight and guidance to benefit their venue. With more young adult drinkers than any other brand1 (18-24-year-olds), Kopparberg is well positioned in the market to launch this platform, giving venue managers the tools to unlock this key audience and drive sales in their premises. Designed to equip bar managers and owners with the knowledge and tools to drive behavioural change, Kopparberg’s Behind the Bar website features brand and category insights, POS support, digital assets, recipes, serving tips and product information.

To sign up for free, head to Kopparbergbehindthebar.co.uk.

Sources:

1. Base: All UK adults (2,108) weighted base, omnibus survey 22nd to 24th April 2022. * Kopparberg brand split into Cider, Gin, Rum, Vodka, Hard Seltzer and NonAlcoholic Cider

2. Germinate Research Agency, Kopparberg On Trade research, 1,029 Nat Rep base, Omnibus survey, July 2021

3. CGA BrandTrack February 2022, Sample Size: 438-5002