CHRISTMAS BRANDS
POV: Brands EXPECT THE UNEXPECTED – OR JUST READ THIS!
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CHRISTMAS BRANDS
“A
s 46% of consumers have said that it is worth paying more for quality drinks in the on trade and consumers make up for lost time with family and friends this Christmas, an extensive range of quality spirit options will be important in preparation for the celebratory season.” Faith Holland, Diageo’s Head of Category Development, On-Trade, shared her insight on the expectations for the upcoming holidays within the industry. People are known for experimenting with themed cocktails over the holidays, and be willing to pay a bit extra for something
Christmas will be very hectic. equally so. To make the most out of this time, it is a good idea to start filling up your stock room of premium quality spirits in order to create exceptional serves. “Gin, rum and cream liqueurs” Faith added, “tend to see the biggest uplifts in share over Christmas forming the base of popular seasonal cocktails including hot serves and dessert-based cocktails. Offering premium serves also means consumers
have the choice to trade up and explore new flavours.” The on-trade must also be aware of the growth of a health and wellbeing focus lifestyle, therefore non-alcoholic option are an essential element of any venue’s menu to ensure everybody’s experience is the best it can ever be. Elegantly Spirited Ltd CEO and STRYKK co-founder, Alex Carlton says: “Christmas will be hectic as consumers look to make up for lost socialising time. Diaries will be full and it’s important for the trade to offer balance. If it’s a night off alcohol people are looking for, or a non-alcoholic drink in between rounds, bars must provide attractive options that are appealing and keep drinkers happy.” People from different age groups have indeed been saying they are planning to choose low and no alternatives over alcohol. Adam Russel, Director of Leisure & Licensed at Britvic, focusses on this change to ensure the on-trade will be able to satisfy all consumers: “Taking this into account will be especially important for operators to consider when catering for large groups or work parties that are likely to be mixed social groups with different needs. Operators would benefit from stocking a variety of soft drinks or even creating a special mocktail menu.” www.barmagazine.co.uk
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CHRISTMAS BRANDS Mocktails and low alcohol drinks can go as quickly as alcohol-base serves if they are presented in the same way; big, extravagant garnishes will do you well at increasing your mocktail sales, and nobody will be able to tell the difference which often is a point of worry for consumers when on a night out. Adam added: “Offering a premium experience through presentation, as well as taste, will inspire repeat purchases and justify greater prices for consumers as a trade-
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up opportunity. Adding theatre to your serves is as easy as adding fresh fruit and seasonal herbs such as nutmeg and cinnamon sticks – this will also inspire repeat services for the added flare that has not been as achievable during lockdown periods.” Sometimes though drinkers can be a little shy when presented with products they’re not used to. You must be sure that your menu is in perfect shape, with a
variety that allows customers to explore different tastes amongst the comforting classics. Becky Davies, Head of Commercial at Ten Locks, gives out a useful tip: “Consider creating a whiskey cocktail menu as these are a great way to introduce customers to the category. Offer the classics, such as Old Fashioned, Whisky Sour and Manhattan, as well as alternatives like a whiskey-based mule or mojito to appeal to drinkers looking for a traditional, well-made cocktail or something with a contemporary twist.” Another interesting addition to the menu can be a premium version of the traditional Punch – which is often discarded in favour of high-end looking cocktails. The secret is to combine the two: premium liquid Banks Rums, a blend of rums from 5 & 7 origins, is highly recommended for colourful, extravagant, edible glitter-y Punch variation, which will not only look fantastic but also taste amazing. Not to mention that pre-batched cocktails such as a Punch will come in handy when planning ahead for Christmas party bookings and alleviate staff pressure when welcoming a large group into the venue. This Christmas will be indeed hectic, and everyone in the industry must be prepared for it. Pay attention to the needs of your audience, and pick your spirits carefully; but be risky with your choice of serves!