Dram 284 April 2014

DRAM

284 DRAM MAGAZINE APRIL 2014 ISSN 1470-241X

DRINKS RETAILING AND MARKETING

C&C BUY WALLACES • THE RAEBURN • BILL COSTLEY INTERVIEW • AWARDS 2014 APRIL 2014 DRAM 1

2 DRAM APRIL 2014

284 259 DRINKS RETAILING AND MARKETING

WELCOME

I

t’s been an interesting month and there’s been lots happening. From Tennents buying Wallaces to The Raeburn and The Chester opening. I squeezed in a wee trip to Sweden to see Kopparberg and even the Chancellor gave us good news by reducing the price of a pint by 1p.

All these stories and more are in this issue of the DRAM. I also caught up with Bill Costley at Souter’s Inn. Find out what he had to say on pages 24 - 26.

There’s also an interesting piece on white spirits from Jamie Allan and he also explored some business initiatives to help grow revenues in our Business Building feature pages 35 and 36.

All the awards categories are on pages 18 - 20.

So don’t forget to get your entry in. Happy Easter when it comes.

Susan Young Editor susan@mediaworldltd.com

CONTENTS

April

2014

FEATURES

13

18 24 28

Renewed vigour for white spirits

Jamie Allan reports what’s happening in this dynamic category.

DRAM AWARDS

Find all the categories and entry form here.

A SOUT-ABLE PLACE INN AYRSHIRE Licensee interview. Susan Young talks to Bill Costley about Souter’s Inn.

design focus

Raeburn Hotel, Edinburgh and One Princes Street, Falkirk

REGULARS

04 08 40

NEWS

All the news on pubs, bars, restaurants and hotels.

BRAND NEWS

All the latest brand news.

Sue Says

Straight talking from our very own Editor.

APRIL 2014 DRAM 3

Aberdeen greets The Chester Hotel

A

berdeen now has a new hotel, The Chester Hotel, aimed firmly at the five star market. Owned by Graham and Gillian Wood, The Chester Hotel, on the site of the former Simpsons Hotel on Aberdeen’s Queen’s Road, marries the original features of the 19th century listed building with contemporary design.

Part of the £5m investment saw the building extended. It now boasts 54 bedrooms, a restaurant, bar, private dining rooms and a gym. A beauty room is due to open later this month while the function suite which will hold upwards of 300 will open this month too.

Aberdeen-based interior designers, Ambiance design styled the guest rooms while Graven Images designed the public areas.

Kevin Dalgleish is the new hotel’s executive chef and he presides over the IX restaurant, which seats 90 diners. Its lounge bar serves premium whisky, spirits from around the world, cocktails, Champagne, fine wines and beers. The Chester Hotel will also serve its very own beer, The Chester Brew.

Have you heard?

It’s all happening on Glasgow’s Sauchiehall Street.

March kicked off with the opening of Nando’s, the 9th one to open in the Glasgow area, while Gavin McGreish has opened Campus 2 on the site of the former Sports Bar, and a new Italian restaurant, Mia Roma has also popped up. And finally the Beresford Bar has ben given a makeover.

DoubleTree ventures into Edinburgh

Hilton Worldwide, has unveiled its newest DoubleTree by Hilton hotel in Edinburgh, in partnership with Redefine BDL Hotels. DoubleTree

by Hilton Edinburgh City Centre is a 138-room hotel occupying the former St Cuthbert’s Co-Operative building, which was most recently The Point Hotel. The building underwent a £4.2m renovation managed by Scottish-based hotel management company Redefine BDL Hotels.

General manager of DoubleTree Edinburgh City Centre, Ronald Little, told DRAM, “DoubleTree is a conversion brand so it fits in well with the city. The brand takes over old buildings and converts them and DoubleTree is also about going back to the basics of hospitality, we focus on the experience.” The Edinburgh hotel joins the the brands other Scottish venues in Dunblane, Aberdeen and Dundee. The new hotel is located on Bread Street.

Motel One gets set to open 2nd Edinburgh hotel Motel One are expanding their brand in Scotland by opening their second Edinburgh hotel in just over a year next month. The German budget hotel brand will open on Princes Street and will be called Motel One Edinburgh-Princes, which compliments the company’s other Edinburgh Hotel, Motel One Edinburgh-Royal.

Located just off Princes Street, the new 140 bedroom hotel will provide accommodation from £69 per night.

John Donnelly, Chief Executive of Marketing Edinburgh told DRAM, 4 DRAM APRIL 2014

“Whether it’s business or leisure, the demand for new stylish, but affordable accommodation has never been higher - and shows no sign of abating. Motel One is internationally respected with an excellent reputation. We’re delighted to welcome their second hotel to Edinburgh’s city centre.”

The chain currently has 48 hotels in Germany, Austria and UK with around 10,900 rooms. Its goal is to grow its portfolio to 74 hotels by 2016.

NEWS

www.dramscotland.co.uk

Fabulous at McPhabbs Michael Robertson has now got his feet firmly under the bar at McPhabbs in Glasgow’s Sandyford Place.

He took on the lease of the bar recently, with the help of two partners, and has already given the function suite downstairs a fresh look and reorganised the menu.

Michael who has been GM at 29 for the past few years, previously worked in Tiger Tiger and The Living Room. Michael told DRAM. “The timing was just right. I really enjoyed working for the Mortimers at 29, but the time had come to

open my own place.”

During January and February the bar ran a ‘50% off’ meal deal which attracted a lot of new customers. Michael explains, “We changed the menu and it seemed the right time to do a promotion to reintroduce the bar to locals. It has been really successful.”

He continues, “In the past McPhabbs may have been perceived as a sport-led pub, we are slowly changing this perception and making it more family-friendly and dog friendly too. It’s a neighbourhood bar, and we want people from this area to use it.”

McPhabbs is at 23 Sandyford Place, Glasgow.

Clerk’s Bar in Edinburgh’s South Clerk Street has opened after a £400K make-over by owners Maclays. The bar is offering fresh slow smoked BBQ style food as well as good range of craft and cask beers.

It has a relaxed and laid back feel which includes colourful murals on the walls, a rustic bar featuring reclaimed wood, exposed brick walls, industrial style lighting and plasma screens for showing major sporting events.

Kayleigh Beveridge, manager of Clerk’s, said, “Clerk’s is all about really good BBQ style slow cooked meats in a chilled-out neighbourhood pub. The place has a really laid back feel - and we’re hoping that people will want to just come in, grab a drink and bite to unwind.

“We’ve also got a great entertainment programme lined up with DJs at the weekend, craft beer tasting nights and lots more planned for the coming weeks.”

Steve Mallon, MD of Maclay Inns, said, “This is a new concept for us and one we’re really excited about.

We believe we are the first to do BBQ style smoked meats in a pub setting and we expect it will be very popular, especially when combined with the great range of cask and craft beers we have and live sports on TV. It’s a very casual dining experience but one we believe fits perfectly in this area.”

Clerk’s has 60 covers in the main bar area and a separate area downstairs which has its own bar and seating for 30 people; it can also be booked out for private functions, parties and meetings.

Andy Murray has spoken of his love for Scotland as he prepares for the opening of his new 5-star hotel, Cromlix House Hotel.

Relaying a message to a conference marking Scottish Tourism Week in Edinburgh, Murray said, “I love Scotland, especially the people, the great food, the countryside and this new venture gives me the chance to do my bit to show off a bit of Scotland to the world.”

Have you heard?

n.b. bar & restaurant

LATEST VENTURE FROM MACLAYS

Pryde is a new familyfriendly bar and eatery in Gorgie Road, near Tynecastle. The Trust Inns lease was taken over by Raeburn Hospitality last year, and the revamp which has included a name change from Robertson’s Bar to Pryde, and extensive refurbishment, aims to change the pubs chequered history.

It’s managed by Colin McKendrick who plans to attract more than just football supporters to the pub. It is now doing food, and live entertainment too.

Scottish seafood restaurant Mussel Inn on Glasgow’s Hope Street, has seen a facelift ahead of the Commonwealth Games. The comprehensive refurbishment and redesign includes a smart new seafood-theme bar fascia that also serves to communicate the restaurant’s enhanced selection of fresh Scottish seafood dishes. Matt Johansson, food and beverage manager at Mussel Inn, said, “We opened in Glasgow over a decade ago and we aim to be here for another 10 years at least and, given that we recently decided to extend our seafood menu, we decided that the time was right to give the whole restaurant a fresh facelift to help communicate that it’s much more than just mussels that we offer.

The new furnishings and fittings afford diners more comfort and style, yet, rather than ushering in a radical change, the redesign is more of a natural progression; an evolution rather than a revolution.”

APRIL 2014 DRAM 5

NEW

STOCK UP ON THE NEW CAPTAIN MORGAN TANKARD Sales of Golden Rum are flying 1 and Captain Morgan Original Spiced Gold2 is driving Golden Rum category growth3 Captain Morgan is the 2nd biggest spirit brand in the Scottish On-Trade4 Outlets can log onto www.barsupermarket.com to purchase their Tankard5

6 DRAM APRIL 2014

The CAPTAIN MORGAN words and associated logos are trade marks. Š Captain Morgan Rum co. 2014 1. +12% Volume MAT Nielsen CGA Total On-Trade 25.01.14 2. Captain Morgan Original Spiced Gold is a Rum Based Spirit Drink 3. 81.4% Volume share, MAT to 25.01.14, CGA Scotland On-Trade On Trade 25.01.2014 4. MAT Volume to 25.01.14, CGA, Scotland On-Trade 5. Postage and packaging to be paid for.

Free case of 12 tankards while stocks last

NEWS

Hugo Mills

COVER STORY

C&C buy Wallaces Outright

T

ennent’s owner, C&C Group, has acquired the remaining 50% stake in Ayrshirebased Wallaces Express. The move comes after the company bought a 50% stake in the business a year ago. Wallaces Express will be re-branded as Wallaces TCB and say the company “the new business will seek even more opportunities to deliver an outstanding full portfolio offering to the Scottish independent on-trade, providing ongoing support to their customers across Brian Calder Scotland.”

John Gilligan, Managing Director of Tennent Caledonian Breweries, which is part of C&C Group, said, “Since taking a 50% stake in Wallaces Express a year ago, we have worked to provide our customers with a one stop shop for all their alcoholic and soft drinks needs as part of our strategy of developing a multi-beverage platform in the Scottish drinks market. Our decision to acquire the business outright represents further investment by C&C in Scotland and is the latest stage of our plans to put customers at the heart of our support for the independent on-trade.

“We plan to grow the business further, finding more opportunities for cross-selling to our

customers, particularly in wines, spirits and soft drinks.”

Brian Calder, Managing Director of Wallaces Express, said, “Having entered into the partnership with C&C Group last year, I am pleased for our staff and customers that we have been able to take this to the next stage. We look forward to continuing to provide an unbeatable service to our customers as part of C&C Group.”

The day to day management of both businesses remains unchanged. However Jon Gillespie, former MD at Scottish Brewers, has been appointed to work closely with John Gilligan and Brian Calder over the coming months to establish the most effective structure and strategy for the business going forward.

The news has not come as too big a shock for those in the trade, as it was widely expected.

Said one industry source, “It’s not really come as any surprise. When C&C took 50% share in Wallaces there really only was one way it would go. It could create some opportunities for other wholesalers, and it is almost full circle for Tennent’s as they used to have JG Thomson.” John Gilligan

GOOD SET OF RESULTS FROM JD WETHERSPOON JD Wetherspoon has revealed its interim results for the week ended 26th January. They show revenues up 9.1% to £683.2m; like-for-like sales up 5.2% and operating an increase in operating profit of 7% to £55.7m. Commenting on the results, Tim Martin, the Chairman of JD Wetherspoon plc, said, “The first half of the financial year resulted in a good sales performance and reasonable growth in profits and free cash flow. The biggest danger to the pub industry is the continuing tax disparity between supermarkets and pubs. Thanks mainly to the work of Jacques Borel’s VAT Club, there is a growing realisation among

politicians, the media and the public that a level tax playing field will create more jobs and taxes for the country.”

He continued, “In the six weeks to 9 March 2014, like-for-like sales increased by 6.7%, with total sales increasing by 11.6%. We expect taxation and input costs to rise and the comparisons against a strong second half result in the last financial year will be more difficult. Despite these factors, the company continues to expect to achieve a reasonable outcome in the current financial year and has a solid platform for future growth.”

Campari acquires Forty Creek Distillery Gruppo Campari has signed an agreement to acquire 100% of Forty Creek Distillery Ltd. (‘FCD’), a leading independently owned spirits company in Canada. FCD is the owner of Forty Creek Whisky, the fastest growing brand in the attractive Canadian whisky category in Canada and well positioned in the high potential US market.

MILLS TAKES OVER AT MOLSON COORS Molson Coors has appointed Hugo Mills as Director of Sales and Operations for Scotland. Hugo was previously UK Country Manager for Gruppo Campari and General Manager for J Wray & Nephew. Prior to that, he spent five years working for Diageo as Customer Director before becoming General Manager for the Gulf heading up all domestic and global travel retail businesses.

Martin Coyle, Director of Ireland, Scotland and Craft, Molson Coors UK & Ireland says, “Hugo has an excellent track record of developing teams by orientating personal development plans around their strengths. His dedication to providing industry leading customer service means he is the right person to be capitalising on the opportunity and potential for growth within the Scottish market. I am very confident Hugo will bring success to the business in his new role.”

Hugo already has an in-depth knowledge of the Matthew Clark business, partners with Molson Coors in Scotland, and has worked closely with Matthew Clark on the national rollout of Aperol including the launch activation in the Edinburgh Festival.

He also played an integral role in the development of Campari’s third party distributor partnership with Matthew Clark – Catalyst brands.

Hugo Mills, Director of Sales and Operations for Scotland says, “These are exciting times for Molson Coors and it is a great privilege to be joining the team in Scotland. I am fortunate to have a great team around me to ensure stability and consistency while driving growth in the region and I’m eagerly looking forward in implementing our strategy over the coming months.”

APRIL 2014 DRAM 7

BRAND NEWS

ALL THE L ATEST BRAND NEWS

Whisky

MORTLACH WHISKY’S NEW BOTTLES REVEALED Following last year’s announcement of the rebirth of Mortlach, Diageo have now revealed its new highly distinctive Mortlach bottles, along with distribution and pricing details for the UK. In 1823 Mortlach was the first distillery to be built at Dufftown, and its most eminent owners were the entrepreneurial Scottish civil engineer George Cowie, equally ambitious son Dr Alexander Cowie. As a tribute to these distinguished pioneers, the design style of the new packaging is rooted in an engineered world. The engineering cues incorporated in the bottle design are most visible in the unique faceted base of the Rare Old & Special Strength bottles, whilst the metal structures of the 18 and 25 year-old bottles protect, enhance and

Glen Grant 50 Year Old. The Time has Come.

Glen Grant is releasing an exceptionally rare edition, the Glen Grant 50 Year Old – a fitting tribute to the innovation and whisky craftsmanship woven into the legend of Glen Grant. Only 150 bottles of this exclusive timeless collector’s item will be released globally.

Each piece is unique and handcrafted in every sense – presented in a hand-blown crystal glass decanter, masterfully created and individually refined by the skilled craftsmen at Glencairn Crystal, the last family-owned crystal glass company in Scotland. Each decanter is hand engraved, hand numbered and finished with the number 50 in 18-carat gold lettering. The design of the decanter is an exact replica of Glen Grant’s tall, slender pot stills – a creation of Glen Grant’s legendary innovator, James ‘The Major’ Grant.

display the fine single malts they contain. Georgie Bell, global brand ambassador for Mortlach, said, “Mortlach whiskies are a celebration of those audacious thinkers who shape and make today’s world, just as their forefathers did in the era in which Mortlach was born. These spectacular bottles help tell that story.”

Three new Mortlach variants will be available in the UK from June, and due to the very limited supplies of this unique liquid, each will be sold in 50cl bottles. Aimed at connoisseur Scotch whisky drinkers, Mortlach Rare Old is a complex and bold expression with an RRP of £55 while Mortlach 18 Year Old, characterised by meaty notes, malty sweetness and balancing acidity, has an RRP of £180.

THE FAMOUS GROUSE EXPERIENCE LAUNCHES ROVING DRAMMOLIER The Famous Grouse Experience at Glenturret Distillery in Crieff, Scotland’s oldest working distillery, has launched a new ‘Roving Drammolier’ service, claiming title to the world’s first female ‘Drammolier’, a professional whisky expert. Despite its heritage, whisky has no specific term for a trained and knowledgeable whisky professionals and, over the years, has relied on terms such as ‘expert’, ‘consultant’ or ‘ambassador’. The team of Roving Drammoliers will travel to events all over the world, but the team will be based at The Famous Grouse Experience in Crieff, and headed up by The Famous Grouse’s Global Brand Ambassador Lucy Whitehall.

Bourbon

RTDs

Jim Beam makes history with new global campaign

A CRABBIE’S FIRST – GINGER FREE RTD’S

Maxxium UK has launched Jim Beam’s new global campaign, Make History. Its first multi-media global campaign kicked off with a new television commercial featuring the brand’s new spokesperson, actress Mila Kunis. There will be significant trade support and activation throughout the year.

The campaign also includes online and digital advertising underpinned

by PR. Jim Beam’s inspirational story is the motivation behind Make History. With taglines focused on encouraging consumers to Make History such as We’ve Made Our History Now Make Yours!, Come As A Friend, Leave As Family and Be The Story Others Tell, the campaign say the company “will deliver unprecedented visibility across the trade.”

Over the last year Jim Beam has seen sales improve with across the UK trade with volume +13% year on year with +20.2% growth in the on-trade. (Unfortunately for the brand, Mila is now pregnant. So now won’t be able to inbibe it).

8 DRAM APRIL 2014

Halewood International has launched a Crabbie’s Fruits range. This new range, designed to sit firmly in the RTD category, is aimed at 22-26 year old consumers, looking for a sweeter product to enjoy with friends during summer occasions, both in and outdoor. Crabbie’s Fruits are available in three flavours: Zesty Lemon; Raspberry & Rhubarb and Black Cherry variants.

They are made with natural fruit ingredients and are free from artificial colours and flavours. The range will be available in 330ml bottles with a 4% ABV. For the first time since the launch of Crabbie’s Alcoholic Ginger Beer, these new products won’t contain the much loved ginger and spices that made the Crabbie’s brand the success it is today, but they will contain up to 10% juice across the range.

Crabbie’s Fruits will be supporting the launch with significant consumer campaign throughout the summer and beyond including PR, Digital, Social Media channels that resonate with the younger, more socially connected audience.

APRIL 2014 DRAM 9

BRAND NEWS

ALL THE L ATEST BRAND NEWS

White Spirits BACARDÍ UNLEASHES NEW MULTI-MILLION POUND MARKETING CAMPAIGN IN THE UK

Bacardí has unveiled a brand new, marketing campaign in the UK: “BACARDÍ Untameable Since 1862” which aims to inspire consumers to boldly pursue their passions and showcase their own “Irrepressible Spirit” – just like the Bacardí family has done for the past 152 years.

Founded in 1862, in the city of Santiago de Cuba by Don Facundo Bacardí Massó, Bacardí rum is still family-owned. This campaign ushers in a new era for Bacardí, with a focus on the brand’s history and origins, which saw the founding family triumph against extraordinary odds – earthquakes, fires, prohibition, revolution, and exile – to evolve their business and transform the rum industry. The campaign, is say the company, ‘designed to engage consumers to pursue their passions no matter what, encouraging camaraderie and strength of character.’

“BACARDÍ Untameable Since 1862”, will be supported by 30 and 60-second TV advertisements, and digital executions, which embody the grit and determination that not only helped the company, family and rum survive – but thrive. Lisa Jazwinski, Bacardí UK & Ireland Brand Director, comments, “The campaign tells the true stories of the “Irrepressible Spirit” of the Bacardi family that made Bacardí rum what it is today. The campaign is all the more relevant to millennials now. Our consumers are coming of age in an uncertain world but they remain fiercely optimistic and believe they can make a difference.”

The brand has also had its logo refreshed with the updated logo inspired by Bacardí bat hand-drawn designs from the early 1900s. It stays true to the integrity of the original symbol, which in Cuban and Spanish heritage represents good luck, good fortune and family unity.

Boe takes silver at World Gin Awards Boë Superior Gin, the premium spirit for his original creation, Genever.

Smirnoff supports on-trade with its biggest ever loyalty programme

from Stirling-based VC² Brands, has been awarded Silver in the Contemporary Gin category at the 2014 World Gin Awards. The gin, which first came to market in 2008, is available in many quality bars and restaurants throughout Scotland and London.

Boë Superior is distilled using the traditional Carterhead still system yet, at 47%, it still retains a high abv Named after the man widely credited with the creation of gin, 17th century Dutch physician Franz de la Boë, the high abv is also in keeping with the professor’s vision

Distilled in small batches, using the Carterhead still system ensures the botanical vapours go through the liquid instead of being boiled, which apparently captures more flavour. Boë Superior Gin uses all natural ingredients and has 13 botanicals.

Graham Coull, director of VC² Brands, the company behind Boë Gin, commented, “To see Boë Superior Gin receive this accolade is a great day for our business and proves what we have always known - that Boë is a world class product capable of holding its own in the global drinks market.”

Smirnoff has launched a new campaign to drive engagement with the on-trade and help increase loyalty and category growth. The brand will be reaffirming Smirnoff’s quality and how this can help drive on-trade profit as part of a £10 million investment programme to grow the brand.

The campaign will run throughout 2014 and as well as the loyalty programme, activity, will span advertising and media partnerships. As part of the loyalty programme, Smirnoff will be giving away 1000s of prizes to drive spirit’s sales. The brand will also be offering ‘money can’t buy’ experiences based on sales activity and performance.

Prizes include: Sky Sports/BT Sports packages for one year worth £2,000, cases of wet stock every month for one year worth £1,560, TVs worth £500 and a range of Smirnoff POS - Smirnoff ice buckets, bar caddies, stirrers, bespoke pitchers, posters and stirrers.

Cider Briska adds new flavours Swedish Craft Cider brand Briska has added Wild Strawberry and Woodland Fruits to its 2014 range. The 4% ABV Cider is designed to be served over ice and joins the existing Pomegranate and Pear variants.

10 DRAM APRIL 2014

The eyes of the world will be fixed on Brazil this summer with the World Cup … but Strongbow is taking the Brazil connection one step further with its Strongbow Challenge having, this year, a unique five-a-side samba showdown as its main event. One of Brazil’s finest female professional teams in the world, will takes on a team of regular British blokes in the latest Strongbow Challenge in Rio de Janeiro. The trio charged with coaching the British team to success is made up of charismatic ex-pro Chris Kamara (Manager), a Brazilian football head coach and former professional footballer turned TOWIE reality TV star Mark Wright (Assistant Manager), who will be on hand to develop team spirit and manage the inevitable off the pitch banter. Before you rush to enter your five-a-side team entries closed on 30th March!

EAster treat from baileys PROMOTIONAL FEATURE

D

o you want to increase your sales over Easter? With chocolate being the order of the day why not stock up on the rich and decadent Baileys Chocolat Luxe – the perfect Easter treat for your customers. After all Easter is a time of indulgence where people of all ages splurge and give in to their sweet tooth, meaning consumers are more likely to treat themselves to more premium products. Spend on desserts increases by 8% over Easter1, presenting an ideal opportunity for the on-trade to unlock increased spend per head and offer the rich and decadent Baileys Chocolat Luxe as an adult dessert alternative, capitalising on that end-of-meal impulse purchase.

Over Easter licensees can expect to see a 10% increase in total sales over the long weekend, compared to an average weekend1. Total spirits sales increase on average by 41% over Easter, and wet sales in the on-trade increase overall by 10%1, with many families choosing to celebrate the occasion in pubs, bars and restaurants around the country.

Baileys is intrinsically linked to seasonal celebrations - it is after all one of the most loved spirit brands in Britain. The luxurious liquid of Baileys Chocolat Luxe gives the same multi-sensory experience of eating a piece of chocolate, making it the perfect drink to sit at the heart of Easter - the chocolate occasion.

Baileys Chocolat Luxe is a fusion of real Belgian chocolate, Madagascan vanilla, Irish whisky and cream, resulting in a rich molten chocolate drinking experience. It’s the ideal drink to offer consumers, bringing together two favourites, real Belgian chocolate and Baileys, into the perfect decadent Easter treat for adults.

correctly2. Glassware is a crucial element not to be overlooked, with 46% of people saying that the correct glass is important when buying a drink3.

Satisfy your customers’ quality expectations with expertly prepared and presented drinks served in the correct glassware, and give them an experience worth paying for. Serving Baileys Chocolat Luxe over ice in a red wine glass this Easter will see consumers coming back for more, and sales increase.

Visit thebar.com and drinkaware.co.uk for the facts.

The Easter Perfect Serve • Place three large cubes of ice into a long stemmed wine glass • Pour 50ml Baileys Chocolat Luxe over ice • Swirl gently to coat ice cubes before presenting 0.8 units of alcohol How to maximise your sales this Easter Chocolate is synonymous with Easter - capitalize on this seasonal indulgence and get a share of the Easter sales uplift with up-front visibility of Baileys Chocolat Luxe on menus and websites. Serving the new Baileys Chocolat Luxe in a long-stemmed wine glass is the ultimate Easter treat for adults, perfect as a stand-alone dessert, or paired with a another decadent sweet dish for a price premium.

The new Baileys serve To meet the desire of today’s modern women, Baileys is evolving its serve to a stylish long-stemmed glass.

Most spirit drinks are served in masculine glasses, such as a tumbler, regardless of the target consumer, and Baileys sees this as a key opportunity for publicans to cater directly to the female consumer with a sophisticated and premium offering.

A beautiful glass derives desire, and research has shown that women see stemmed glasses as aspirational and feminine.

But it’s not all about looks – serving 50ml of Baileys Chocolat Luxe in a red wine glass brings the experience of the liquid closer to the nose and mouth, which enhances the sensory perception of both the aroma and taste of the liquid.

Creating the ‘perfect serve’ is essential – research shows that 9 out of 10 consumers would buy a drink again if it was served 1 CGA GB On Trade Like for like Average Daily Value RoS January 2013 - December 2013

2 Alcovision, 2010 3 TNS Perfect Serve Omnibus, 2012

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MORE THAN A MIXER

WHITE SPIRITS FEATURE

renewed vigour for white spirits

We have never been more spoilt for choice, it would seem, when it comes to white spirits. Jamie Allan investigates how brands are approaching the challenge of making their spirit stand out in an extremely competitive market, and which direction they envisage the category heading next.

More importantly, how can bar and restaurant owners capitalise on these trends, maximise white spirits sales and make their business stand out from the crowd?

V

odka, as we all know, dominates the white spirit market, accounting for 87% of all sales in both the on and off trade with sales of £2.54bn last year in the UK. In fact, according to Mintel, it was consumed by 54% of adults in the year to September 2013, with 39% of adults mixing it with soft drinks, 17% imbibing it in a cocktail and 14% of adults drinking it neat.

Because of the sheer volume of sales, the market for housepour vodkas is extremely competitive, and no brands, including market leader Smirnoff, can afford to sit on their laurels. In fact Smirnoff is currently investing £10m in a sales incentive drive to both bolster the brand’s image and to invigorate the vodka market in general in the on-trade. Russian Standard has been grabbing a slice of its market in the UK with sales increasing £20m over the past year, and Stolichnaya, from Maxxium’s stable, has been more prevalent in the Scottish on-trade too.

There is no doubt about it, over the last few years consumers have become increasingly brand aware and now expect bars, whether in the city centre or more rural areas, to have a good selection of premium brands. Stuart Kay of Vodka Wodka (albeit a vodka bar,) comments, “We currently stock eighty different vodkas, and it’s fair to say that over the past few years sales of premium and

super-premium brands are on the up, and that trend looks set to continue. Our regulars are always keen to try something new, and don’t seem to mind spending the extra money to do so.”

In an age of financial austerity the success of super-premium white spirits such as Chase Vodka, Ciroc and others may seem surprising, but the market for so-called ‘luxury’ spirits continues to gather apace. Head of Diageo Reserve Brands Nick Temperley told DRAM, “Consumer demand for luxury vodka is growing and in the UK, premium brands are driving category growth. Cîroc is the fastest growing super premium vodka in Great Britain today, and is allowing bars to capitalise on this consumer trend.”

Chase Distillery’s Head of Press, Rachel Tranter, agrees. She told us, “Over recent years, consumers have become more aware of the ‘quality indicators’ of the goods that they procure. They are far more savvy when it comes to spending and are definitely willing to invest in products that can demonstrate additional value, especially when talking about luxury markets such as premium spirits. Provenance is always something that appeals to people, being able to show where raw ingredients are grown and how these are distilled to create the final Chase spirit helps the consumer to understand what the product is all about.”

APRIL 2014 DRAM 13

renewed vigour for white spirits

WHITE SPIRITS FEATURE

Super premium vodka’s such as Chase and Belvedere are now they’re given the opportunity to try a selection. Distillers want reasonably common, but there are new super premiums worth people to try their gin, but to come back and spread the word. looking out for too, including Konick’s Tail and Czech vodka Babicka They know that consumers are looking for something which has a – the latter won the Vodka Masters Super premium category, story behind it, is of high quality and is unique.” beating 69 other vodkas, with a ranking of more than 90% from Head of Instil Drinks, Nick Rodgers, believes that the onus is on every judge. bar owners themselves to capitalise on the The importance of provenance in spirits recent upsurge of consumer interest in was until recently generally associated with craft gins by offering innovative alternatives malt whisky and aged rum, yet consumers to traditional serves. Using Citadelle Gin as are attaching increased importance to the example, Nick suggests adding a slice of origin of their white spirit of choice too. grapefruit or orange and a flamed orange Kieran Haughey, General Manager of Bar zest with Fever Tree Tonic to compliment Home, told us, “It’s definitely easier to sell a Citadelle’s botanical mix and create some customer on a product that they’re unfamiliar theatre around the serve. Nick added, with if you can provide a bit of background “There is a lot of consumer interest in the information. People are genuinely interested category. Rather than just listing different in where new spirits are produced, especially brands on the back bar, why not create a if it happens to be Scotland.” gin and tonic list, with each drink designed In many ways the rise of the artisan spirit to bring out the best from each spirit and can be seen to mirror the recent success create visual interest.” of craft beer, with the sudden proliferation Of course the idea of a ‘perfect serve’ is of speciality beer bars a sure indicator of the public’s increased nothing new, but its value cannot be underplayed, especially in the appreciation and understanding of small-batch, locally produced highly competitive white spirit market. Research shows that 77% products. of customers are more likely to purchase another drink if they However, that is not to underestimate the role played by Gordon’s receive the perfect serve, highlighting the importance of mixers Gin which continues to innovate. It has just launched Gordon’s to a brand’s success. One of the reasons that vodka sales are so Elderflower. consistently high is because vodka can be mixed with just about New Scottish, small batch, artisan spirits continue to find their anything while gin is generally perceived by consumers to be only way onto back-bars across the country. Jonathan Engels, who served with tonic. launched Pincer Vodka in 2008 says that the key to establishing With the continued growth of premium white spirits it was a brand’s success is developing consumer interest and loyalty, perhaps inevitable that premium mixers would surely follow. Enter and points to growth in artisan white spirits Gloworm, a caffeinated mixer specifically in general as a key contributor to Pincer’s CONSUMER blended to match up with selected spirits. increased sales. Jonathan also places For instance they produce a Cucumber and DEMAND FOR Apple mix for gin, and a Raspberry and emphasis on how Pincer is served once in LUXURY VODKA IS Orris mix for vodka, while Pear, Spice and the hands of the nation’s bartenders. He explained, “The balance of elderflower and GROWING AND IN Lime is said to compliment rum. Gloworm milk thistle is unique to Pincer, and as such THE UK, PREMIUM aims to challenge the consumer to consider it works exceptionally well when served with something a little different when enjoying BRANDS ARE their drink of choice. either tonic or soda water, as both mixers DRIVING GROWTH James Sutherland, owner of Edinburgh’s make the most of the botanical make-up of the vodka without overwhelming it entirely.”

56 North, stocks Gloworm as a suggested NICK TEMPERLEY It’s not just artisan vodka’s that are enjoying premium mix for his bar’s 127 gins, often HEAD OF DIAGEO RESERVE BRANDS a moment; gin in particular is undergoing a converting his customers to ‘Mother’s Ruin’ renaissance. There are a plethora of them by encouraging them to move away from the now to choose from. The Botanist, Caorunn, Boe Gin, Edinburgh traditional serve. He told us, “Most of our guests who “don’t like Gin and NB Gin are just some of the many new Scottish craft gins gin” actually have nothing against gin as such, it is more that they that have hit the market in recent years. Given the abundance don’t like tonic! If we show them interesting alternatives such as of new products available, producers are keen to emphasise the Gloworm or other premium mixers they tend to end up loving it.” uniqueness of their product. Owner of NB Gin, Viv Muir, believes But while gin and vodka are sold primarily with mixers – tequila that the individuality of her product is inherent to its identity. She is appears, is drunk in the on-trade straight up. Stuart Kay told told us, “Many people presume that there is little difference in us that while Vodka Wodka sells through a high volume of tequila taste between one gin and another, but are quite surprised when each week, the vast majority of their customers enjoy their drink

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WHITE SPIRITS FEATURE

renewed vigour for white spirits as a shot, rather than with a mix.

Craig Chapman, Brand Manager for Cellar Trends, agrees that while Patron may be enjoying its status as the world’s best selling premium tequila, there is still a well of untapped potential waiting to be exploited. He told us, “The main growth opportunity for tequila in the white spirits market is to offer interesting serves which show off the versatility and mixability of the product range beyond a simple shot – Patrón Silver is delicious served long over ice with tonic and fresh lime and works well in a range of cocktails.”

Tequila is not the only white spirit that has work to do in educating and challenging the on-trade drinker; brand managers agree that white rum also remains somewhat of a mystery to the average consumer. And Bar Home’s Kieran Haughey believes that the majority of his customers who drink Bacardi Original (far and away the market leader in white rum sales) are unaware that the brand is actually a rum.

Having recently launched a new advertising campaign with the strap-line “BACARDÍ: Untameable Since 1862”, Bacardi are aiming to tackle consumer confusion around white rum head on.

Brand Director, Lisa Jazwinski, believes, “In the UK market place, consumers have little knowledge about the rum category, especially white rum. It’s considered to be just another white spirit and is often confused with vodka. As the leader in rum, Bacardi has an education job to do around rum credentials and the versatility of the entire rum range including white, gold, darkand aged.”

Ian Sanderson, President of the Glasgow Rum Club and General Manager of The Tiki Bar, who told us that he frequently uses white rum as a base for his cocktails on account of its incredible versatility. He added, “The white rum category is an intriguing one, there are many subcategories; Aged and filtered, Straight from the still, geographical differences and ABV strength. There is movement in each of these subcategories, in my opinion as a whole the ‘White Rum’ category is in a growth period.”

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Brazilian national spirit cachaça appears poised to take advantage of this growth. Although there is still some debate on whether cachaça can be included in the rum category due to the absence of molasses in its production, there can be no doubting the scope for the spirits growth in the coming months; although cachaça is the world’s third most consumed spirit, only 1% of its production is exported from Brazil. Having just taken on Ypioca, Brazil’s oldest cachaça brand, Marblehead’s Ross Agnew believes that the time is ripe for bars across the UK to dramatically increase their cachaça sales in the upcoming months with all eyes on Brazil this summer for the World Cup and then Rio in 2016 for the Olympics. Brazil’s national drink, the Caipirinha, looks set to become a firm favourite behind bars.

So what can you do to increase white spirit sales in your bars?

Product knowledge would appear to be key - the rise of craft spirits in recent years indicates consumer understanding and appreciation of a product’s origin and individuality, and as such a bartender’s ability to explain a spirit’s uniqueness and recommend a ‘perfect pour’ both piques customer interest and leads to potential repeat purchases. Challenging traditional preconceptions on white spirits is also important when attempting to increase sales. Customers who avoid spirits such as gin or tequila often do so based on assumptions on how they are traditionally served, and by introducing alternative serves or mixers bar can tap in to as-yet unrealised sales potential. Finally, aim to make the most of contemporary news and sporting events by capitalising on organic publicity. This year’s World Cup and Commonwealth Games are fantastic opportunities to encourage creativity in mixing drinks, as large numbers of consumers head out on the town to sample the carnival atmosphere. The white spirit market has never been so interesting – let’s make the most of it!

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a trip to the home of kopparberg

BY SUSAN YOUNG

K

opparberg Cider has been a great success in the UK and in fact across the world. So when an opportunity came up to visit the Swedish brewery with a few other trade journalists, I jumped at the chance to see the brewery and find out more about the man behind it, Peter Bronsman, who owns the Kopparberg with his brother Dan-Anders.

We were warned before we went that it was fair trip to the town of Kopparberg which is home to the 130-year old brewery, but well worth the visit. So we hopped off the plane at Stockholm and onto a mini-bus and headed out into the Swedish wilderness. To break the journey we stopped off at an off-sales (well we are trade journalists) but there was an educational reason behind the pit-stop – the Swedish government controls and runs all the countries off-sales, and there are just over 400 in the country. Called Systembolaget these stores sell all beverages stronger than 3.5% by volume with supermarkets selling lower ABV products. The store that we visited had a huge range of beers and spirits. It was much more varied than any UK store would have been and also stocked a lot of Scottish beers. Our hostess Ulrika explained that no price promotions were allowed, and that you couldn’t persuade the buyers to stock your brand. Someone had to recommend it, and then a decision was based on a blind tasting of your product. Prices were reasonable and according to Ulrika, Swedes like the arrangement. The visit to the Systembolaget was also interesting because for the first time we were made aware of the extent of Kobbarberg’s influence in Sweden, it doesn’t just brew the best selling cider, it also brews the best selling lager Sofiero. In fact Kopparbergs Bryggeri AB owns four breweries and brews seven craft beers too. Its product portfolio includes Kopparberg ciders; Sofiero, Zeunerts, Swedish Elk and Fagerhult beers; RC Cola, Zeunerts, KB, Kalle Spratt, Berra Bus and Kopparberg soft drinks; Dufvemala water; Frank’s energy drinks, as well as Frank’s vodka and Richard’s dry gin. Phew.

Three hours after leaving Stockholm we trundled up an avenue lined with trees, rolled up a hill over a bridge beside a lake and checked in at the Hotel Bangbro Herrgard, a former hunting lodge which is run by mine host Thomas. The drive to the destination included a look at the immense spruce forests of the region and the glorious half frozen lakes. In fact there was still snow on the ground in some places.

Kopparberg Brewery was re-established in 1994, when Peter Bronsman and his brother Dan-Anders Bronsman bought the old brewery in the town of Kopparberg. Over dinner Peter explained that he had made a life changing decision in 1993 (after a shark incident at sea). He had read a bit in a newspaper about how the Kopparberg Brewery was closing for good, and the impact that it would have on the town. Although the brewery had not been brewing for a number of years, it had been bought by a Swiss company which had planned to produce bottled water. But that plan never came to fruition and the bank had foreclosed. So Peter called the bank and said he was interested in buying the brewery. Says Peter, “I don’t think they took me seriously.” But come Christmas he had visited it and bought it early in 1994, when he was only 28. He explained how he went back to his wife and told her he had bought a brewery and showed her a picture.

Kopparberg is now sold in more than 30 countries and is the World’s number one selling Pear cider. More than 300 people are employed by the company and it turns over in the region of £235m.

When I asked Peter what his proudest moment was he said “When I got

Davin Nugent

Peter Bronsman

the keys to the brewery from the bank.” But it has not been all plain sailing.

The first few years were, by Peter’s admission, “difficult”. He explains, “The brewery was very run-down when we bought it and we didn’t manage to get our first brew done until October/November 1994. We were making good progress and then there was a fire. Half of the brewery burnt down. Some people thought we would not come back from that setback but we did, in fact it made us stronger. It took us a further six - seven months to start brewing again and cashflow was halted. But we did it.”

Today’s version of Kopparberg Brewery is a large modern facility with a lovely offices and a large warehouse.

Says Peter, “Our best decision has been to buy the breweries. We used to make own label brands but stopped this in 2004, and we did take a hit on turnover that year, but it was the right thing to do. It allowed us to concentrate on our own brands. The trade was not happy, and at the time we supplied Ikea. So we now supply Ikea with their own recipe and their cider sells in their stores globally. I own the recipe, they own the branding.”

At the same time Davin Nugent had spotted Kopparberg’s pear cider in bars in Cork and saw that it had a very strong rate of sale. Nugent approached Peter Bronsman to lead the brand in Ireland, and eventually became managing director of Kopparberg UK. The two today obviously have a great rapport, with Kopparbergs Bryggeri AB owning 51% of Cider of Sweden. Sales in the UK topped £120m in 2003 due to Davin’s team.

Says Peter, “I don’t think the cider market would have grown to the size it was without Kopparberg. No one has ever said the product is bad, everyone likes it. In fact when we launched Pear Cider everyone else said they wouldn’t be following suit... and then we launched mixed fruit and everyone copied it. I think we launched the right product at the right time. The other cider companies were a bit slower to catch on to the success of fruit. And that was good for me. Everyone else was doing apple and we did pear.”

His breweries brew 60% cider and 40% beer, with 95% of the liquid exported. But Peter explains, “We also do water and lemonade as well as cider and beer. Most Scandinavian breweries do this.”

But he hasn’t stopped at brewing. The company now owns five pubs too.

Says Peter, “I bought my first pub two years ago. I think it is good to see the business from the other side, and I like to make my customers happy. They want choice and I don’t just sell our own brands in my pubs. I like to offer a good selection. Having pubs also means that if I want to launch something new I can test market it in my own venues. Just recently I have bought a bar in Stockholm, which is currently a licensed bowling alley with a restaurant. It covers 2,000sq ft and it is my next big project.”

As for launching some of the other Kopparbergs Bryggeri AB brands in the UK, he is not ruling it out. And certainly Hoga Kusten went down a storm with my fellow journalists. This beer – which is “a bridge between ale and lager”, due to the fact it is fermented together, is certainly something different. Says Peter, “It’s not right for Kopparberg to do something standard.

People expect us to do things a bit different.

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LICENSEE INTERVIEW When Bill Costley’s Souter Johnnie’s Inn in Kirkoswald burned down two years ago, Bill promised to re-open and he fulfilled his promise earlier this year with the opening of the now named Souter’s Inn. Susan Young caught up with him at the Inn.

I

wasn’t sure what to expect when I visited Costley & Costley’s newest Inn, after all I am pretty familiar with the Cochrane Inn, and Bill Costley’s other ventures, Highgrove, Lochgreen, Brig O’Doon, Ellisland House Hotel and his wine bar, The Beresford, and I probably imagined a more traditional interior than the one that greeted me, particularly since Souter’s Inn features a spectacular thatched roof. Whilst the resurrected Souter’s Inn has retained its traditional thatched exterior, inside, the former traditional pub has been given a distinctly contemporary feel, with exposed brickwork and oak featuring throughout.

The building was formerly Robert Burns’ school and before the fire it had more of a rustic feel to it. Today it is modern, bright and airy. You enter the building through the patisserie – which is bursting to the seams with amazing cakes and pastries and an array of colourful icecream not to mention handmade chocolates. A clever move by Bill, because I can’t imagine many folk leave without purchasing something.

Says Bill, “Its location certainly caused a bit of discussion because this area was formerly the restaurant.”

Now the restaurant is located upstairs. Says Bill, “We thought people might have a problem coming up stairs to eat, but they haven’t. And it is my favourite area.”

The 70-seater restaurant is fully carpeted in Coir, and overlooks the patisserie downstairs. It also has a balcony which looks over the open gas fire, and natural stone walls. Bill explains, ‘After the fire we felt it was more sensible to put in a gas fire.”

A modern chandelier with an industrial feel is a real statement feature, and throughout the Inn various pieces of artwork add to the modernity of the building. It was all sourced by Margaret Johnston who is also Bill’s Art Gallery co-ordinator. Yes, as well as his hotels, wine bar and restaurants, Bill also has an art gallery. Margaret tells me Bill’s own paintings are amongst her best sellers.

However he modestly denies this.

Says Bill, ‘We initially opened the Gallery to drive footfall to the Beresford but it has taken on a life of its own.”

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A SOUT-AB INN AYRS But back to the Inn. Says Bill, “We had Johnnie Souter’s Inn open for five years before the fire and we took our time deciding what to do with the interior after the fire. It allowed us the opportunity to change our image.”

That is for sure. Now after you come through the patisserie you step onto original flagstones which have been sandblasted back to a warm blonde. To the left are some high tables with stools and facing this area is a large bar area which appears to be entirely made of wood. Says Bill, “We didn’t use designers, instead we did it ourselves. I think this makes Souter’s more individual.

Our in-house joiner created the oak tables, and did all the wood panelling, which is all light oak.”

To the left of this bar area there is the fire which is set in to a stone chimney, even though it is gas. Above it is a portrait of Burns.

Bill comments, “We wanted a more contemporary look and we wanted to encourage people to come for lunch.

BLE PLACE SHIRE Certainly since we re-opened it has been going like a fair.”

From the front door of the building you can see all the way through to the patisserie to the casual dining area and to the very back of the premises. It’s got a linear feel to it. With a purple runner drawing the eye along the room, and to the patio doors at the rear. These lead out to a large patio which no doubt when the weather is good will be full to bursting.

As anyone who knows Bill will tell you, this is an entrepreneur with his feet very firmly based in the food side of the business. A former chef, who was a Master Chef at the age of 21 and the first Scotsman to win a gold medal at the Culinary Olympics in Frankfurt, the quality of the food has always been a priority. And he is quick to tell me that there are two kitchens at Souter’s, as well as two bars.

Says Bill, “The difference between us and other food retailers is that we produce 100% of our own produce APRIL 2014 DRAM 25

– and I think customers can really taste the difference.

We are quite a diverse business when you think about it. But we have cut back on supplying other businesses in the area. After all, it is quite a competitive market in Ayrshire.”

He continues, “I really like it when people say they have had a great meal at one of my places. I’m past the stage when it is important to be making money, although obviously you need to do that in order to reinvest. My aim is to make my places brilliant.”

He is already in the process of renovating The Cochrane.

Says Bill, “It was for sale, but I’ve now decided to keep it.

We are now modernising it. Businesses have a life span, and the Cochrane needs updating. I’d also like to extend Lochgreen, I think it could be, not just a good hotel, but an outstanding one. While Brig O’Doon is also currently 26 DRAM APRIL 2014

getting a make-over.”

Bill certainly shows no signs of slowing down, but he seems enthused that his grandchildren are now working in the business too. He says, “This really is a family business – my wife and son, and daughter-in-law are all involved, also my grandsons work in the business too and are already showing great enthusiasm.

As to the future, says Bill, “I’ve no plans to retire, why do folk keeping asking me that? I might decide to streamline the business, but I would only do that now in order to drive up standards in my other places.”

Certainly if the new-look Souter’s is a taste of things to come, it heralds a new era for Costley & Costley. Bill is certainly living up to the motto on the gates to Lochgreen House, which reads ‘Ad Virtutem Nitens’, and which translates as ‘the pursuit of excellence’.

THE GLOBAL WINE PORTFOLIO 2014

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Raeburn Place, Edinburgh

The raeburn DESIGN FOCUS

T

here is nothing better when you see a building all the way through. I first visited the Raeburn Hotel in Stockbridge a few months ago and owner Ross Maclean gave me a comprehensive walk through. At the time walls had been knocked down, the downstairs area had been completely reconfigured, and the walls had been taken back to the stone. He described vividly what he had planned. Therefore it’s lovely to be able to come and see the hotel, just a few days before its official opening.

Ross, who told me he has never project managed anything in his life, seems to have carried off this one with aplomb. He tells me, “At the beginning I felt really out of my depth, but the builder has been great.”

This is a family-business, dad Archie has financed it, and Ross’s mother has got involved too, bringing in an army of friends for finishing touches. While general manager, Fraser Kyle, has also been according to Ross “essential to the whole process.” Says Ross, “Latterly it has been a bit stressful, but we have all worked together. And we have a sense of pride in the whole project.”

And no wonder. The Raeburn has been now been transformed into a light and airy contemporary bar, restaurant and hotel with 10 bedrooms.

There were a lot of planning issues with regard to The Raeburn, in fact it was turned down initially. But with the support of locals it eventually got the green light. Says Ross, “The locals have been great.”

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BY SUSAN YOUNG

This allowed the Macleans to build a large three storey extension to the rear of the B-listed Georgian house. The original building now merges seamlessly with the new extension. There is now a large bar and restaurant, a library, private dining area, a large patio to the west which overlooks the rugby grounds and a large garden at the front of the hotel, with room for around 100 customers and there is also a terrace on the roof of the single storey bar, which is for diners only and which will sit 24.

When you walk through the front door of the majestic Georgian building you come into the hallway, which still has its original staircase and dark chocolate walls set the modern tone. Says Ross, “We restored the staircase and this has allowed us to put a small reception in underneath it.”

Turn left and you come directly into the bar area. The immediate focal point is the huge iron clock which hangs on a brick wall which is cleverly acts as a room divider. The wall also features a large modern gas fire. It’s a good sized bar and the restaurant has a capacity of 65.

Throughout the public areas of the hotel the floors are all real wood.

Although different types of wood have been used. Ross explains, “We have used flooring called Restaurant Manorhouse flooring throughout the bar and restaurant. We wanted it to look like it had been here since the 19th century, and this type of flooring will get better with age. In the private dining area we have put down Parquet de Versaille – which is lovely panelled floor.

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The furniture too changes from area to area. Ross says, “In the restaurant and private dining areas we have bespoke oak tables but in the bar we have rustic scaffold plank tables with modern wrought iron bases. This adds to the differential between bar and restaurant. We have also used mohair fabrics in the restaurant with dog tooth check upholstery in cream and brown on the back of the chairs, and blue mohair fabric in the booths. While in the bar we have used leather.”

The bar itself which sits to your right, as you enter the bar area, is very impressive. It is wood panelled with a iron detail which is reminiscent of the bands that hold whisky barrels together. Even the fonts have a contemporary yet traditional look, which is the theme which runs throughout this venue.

The walls in this area are wood panelled in a light ochre colour and the lovely huge sash window lets in a lot of light. But all the wood panelling is new.

Some of the light fittings look old, being of the distressed copper 30 DRAM APRIL 2014

variety, but they all have the modern addition of LED bulbs. Of course there are lots of modern light fittings also evident.

There are couple of large square pillars in the venue – each featuring a wood panelled bottom and distressed mirrored glass on top. This warming feature is very flattering and I’m sure customers will love it.

The bar area also boasts a wall of leather studded banquettes in a rich chocolate studded leather. Above which there are glass panels which allow light in, but which are opaque. This area also features two booths with fixed seating. The large posting table which seats eight will no doubt become a favourite with groups of people, especially as it sits immediately adjacent to the door which takes you out to the large covered patio.

Says Chris Hines of Red House Design,“It’s always great to be involved in the restoration of an iconic building that has been languishing for years with shattered windows and rotten floorboards. This one was an absolute pleasure to work on, with a professional and focused main contractor in “John Dennis” and superb interior fit out specialists

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such as “Andy Thornton” who built all of our bespoke joinery items to highest of standards.”

The clients have invested heavily in this project at a time when few are and they’ve been very respectful to the Building and the Stockbridge area as a whole in the quality of finishes used, which they have to be highly praised for. I have no doubt this project, which incidentally is our 30th completed design project in Edinburgh, will be another huge success for many years to come” The restaurant which is further through also benefits from the light that comes through some an opaque glass wall and another large sash window. The cornicing around the window is baroque and has been used throughout the hotel. Says Ross, “We have used the same traditional mouldings throughout the whole building. In fact we have tried to keep the public areas as similar to the hotel rooms as possible.

Obviously there are some differences for instance in the rooms the bathrooms finished in marble but in the bar we have used granite.”

One of the key features of the Raeburn is the stone wall in the restaurant which although it looks original the stone, has in fact come from a Perthshire quarry. Another key feature is the large mirrors which also have a French-style baroque frame. Ross says, “We replicated the wooden copperfield mouldings that we have used elsewhere and added the Parisian mirror. We wanted to give a feeling of space but we didn’t want a shiny new mirror, but one that looked antique.”

My favourite area is the Library Snug which is on the right when you come into the hotel. Not only does it have a hidden door but the walls of books are 3-dimensional. This clever piece of artwork means that you can actually run your fingers over what appear to

be book spines but obviously you can’t pull them out! The bar area here can also be hidden with a folding wall which when pushed back allows the bar to function as a proper bar area and when the wall is extended you can’t tell it was not a wall in the first place! Here there are comfortable leather chesterfields, and wing chairs upholstered in tartan and tweed, set off with a large fireplace which boasts a modern gas fire. It’s not just my favourite room it is Ross’s favourite room too.

The Library bar leads through to the Private dining room which seats 28. This wood panelled room is perfect for a private dining experience and feels luxurious with its parquet flooring.

Upstairs the bedrooms are all of a good size and just as well because there is nothing insubstantial about the furnishings. Large bespoke wardrobes and desks/dressing tables have been created for the rooms by Andy Thornton. The beds also feature large bespoke bed heads and each of the rooms has a colour theme – whether pale green or pale mustard – the furnishings all match, but in a subtle and classy manner. The bathrooms are finished in marble, and have all the best fittings. Most of which Ross and his dad have had a hand in sourcing.

There is no doubt about it, Ross and his family have transformed the Raeburn. He said early on in the build that he felt as ‘real sense of responsibility to bring it back to its former glory for the residents of Stockbridge.’ They have more than achieved that. Ross said when I originally met him, “We are not setting out to be mediocre. I would like to be the best we can. How it looks is only half the battle we want everyone who comes here to enjoy their experience. We’re buying from local suppliers, and aim to offer the best from our seafood to beef.”

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“It was really refreshing for us to learn how Tennents were helping customers finance their business, in what has been a difficult climate for the trade. I think they are an excellent company to work with and they were extremely optimistic from the start. We have four outlets in total, including Platform 3 in Bellshill, Stewart Inn in Stepps, Cellar Bar in Airdrie and the Derby Inn in Bellshill, which we bought recently. I would recommend any good operators out there looking for financial support to consider Tennent’s. The only way for us to move forward was to add to our existing premises and I have no doubt that without their help, we wouldn’t have been able to expand as quickly as we have done.”

“I’ve been with Tennents for 35 years, so they are definitely a great company to work with. Over the years, I’ve worked with them in over 21 pubs and three clubs.

Nowadays I have nine pubs, three of which I’ve only just bought in the last three months. One particular pub that Tennent’s help finance, was the purchase and refurb of Kelly’s Bar in Cleland. This pub sat empty for two years before I took over and it needed a new look and freshen up. I feel that Tennent’s are about, one of the only businesses that will help people financially within the Licensed Trade.”

Alan Bannerman – Nortel Leisure “I find Tennents to be a very competitive company to work with, who have a modern approach to lending. I’ve had The Redhouse Hotel in Angus for 30 years, and when I approached them with the idea to carry out a refurbishment they were very accommodating and quick to get back to me with a decision. In fact the entire refurbishment took just six weeks. We replaced the conservatory and refurbished the entrance hall and the restaurant in February this year. I also have a good relationship with my Business Development Manager Ian Mcphee, and Kenny Taylor who is the Regional Sales Manager.”

Jim Young - Sales Director Tennent Caledonian “The market has been tough over the past couple of years, so we feel it’s important to do all we can to support the trade and that goes further than providing great brands and service. We’ve been listening to our customers, hearing their ideas and are delighted to help them grow by investing in their businesses through our wide range of finance packages” So if you’d like to expand, update your décor or just install space-age hand dryers, call 0845 601 5959 or have a chat with your Account Manager to get some funds flowing.

GOOD BREWING MAKES GREA

T BUSINESS .

Tennent’s and the red T are registered trademarks of C&C Group 34 DRAM APRIL 2014

tips for growing your revenue Business owners and licensees keen to increase revenue and looking for new approaches and ideas to boost trade over the upcoming summer – read on! Jamie Allan takes a look at a number of small changes and tweaks that licensees can make that are easily implemented and can help boost sales and increase profitability.

P

erhaps the first place to begin when looking to make improvements is in the presentation of your business. As obvious as it may sound, one of the most crucial components of any premises is the exterior, with potential new customers walking by each day and making judgments on how the business is presented. Star Pubs’ Retail Development Director Ken McGowan says, “Too many mistakes come from not looking at things from the customer’s point of view, and I would strongly encourage licensees to begin their day by simply walking around their venue and taking note; is the exterior clutter free, are your offers positioned correctly, is your message clear and concise?

First impressions are crucial in this business, and the presentation of your bar or restaurant is your shop window.”

SIGNAGE Signage is another key component of a business’ exterior. Liz Hammond, Marketing and PR Executive for Signs Express, told us, “Good quality signage for bars and restaurants is absolutely vital; not only does it tell your customer who you are, it also represents the standard of food and drink, and the experience your customers can expect. With so much competition in today’s marketplace, it’s important to stand out from the crowd - the façade and signage of your premises is one of the best ways to ensure you do.”

EVENTS Ken McGowan also advises licensees to maximise the profit potential of major sporting events. He told us “With both the World Cup and Commonwealth Games coming up this summer there is real potential for businesses to make serious money if they promote these events successfully. I would encourage licensees to give their customers a reason to choose the pub over staying at home; focus on who your target market is and create promotions and an atmosphere that caters to them. Make it seem like an event rather than just a game of football.”

NEW CUSTOMERS Business owners should also consider ways in which their business can actively cater to their local clientele by providing practical, everyday benefits. Encouraging families onto your premises, for example, allows parents to continue to enjoy an active social life,

and adjusting certain areas of food service towards children can encourage repeat custom. Surveys have indicated that parents are more likely to return to a bar or restaurant that offers home-made, good value food for their children, rather than the standard fare of frozen burgers and fish fingers. Small investments such as highchairs, plastic cups and colouring-in books are low cost purchases but can go a long way towards demonstrating your business’ commitment to providing a comfortable and enjoyable environment for families.

Similarly, allowing dogs onto your premises is another easily implemented policy which can lead to repeat business. Dog owners looking for a rewarding drink or a bite to eat after a long walk in the cold can be accommodated with minimum fuss, with treats for the dog or water bowls being inexpensive to provide.

Cottiers Bar in Glasgow has been dog-friendly for over twenty years, and has reaped the benefits of being one of the few premises offering such a service in a busy residential area. Director David Robertson told us, “Cottiers’ outside areas make the venue a natural magnet for dog owners and we make them very welcome - although not in the theatre when a show is on!” Crucially, if you already allow dogs onto your premises, let your customers know. There are a variety of websites advising visitors of dog-friendly pubs in their area, so take advantage of the free publicity.

Social Media The rise of social media has seen business owners place heavy emphasis on their online presence, utilising the free marketing provided by sites such as Facebook and Twitter to target their customer base directly. Yet the wisdom of relying on social media alone is questionable, particularly given the varying levels of personal engagement on a medium over-saturated with competing voices. We asked Gordon White of Fatbuzz, a digital marketing agency, about the effectiveness of promoting bars and restaurants through social media. He told us, “Businesses must make themselves remarkable. There is so much content (or noise) out there that you need to find things that make you stand out.We see many common mistakes, the most concerning of these are the frequency with which we see part-time staff (often students) put in charge of social media channels. This is the online representation of your brand, it’s far too important to leave it to ‘digital natives’ who often have APRIL 2014 DRAM 35

tips for growing your revenue little or no knowledge of the brand, the business or the objectives.

Probably the biggest concern we have it the misconception that social media replaces conventional marketing; we see this most often in the catering industry. Social media works best when it compliments offline marketing activities. There are very few, if any, businesses that can thrive using only social media.” mobile friendly websites Businesses are increasingly having to adapt to the technology their customers are using, and the advances in mobile phone technology has changed not only the way customers engage with their favourite bars and restaurants, but the manner in which they search for new venues too. For this reason, the importance of having a mobile-friendly website cannot be understated, and the ability to take reservations from mobile phones can be a substantial boon to businesses. Companies such as OpenTable, Restaurant Diary and SeatMe provide venues not only with in-house, computerised booking systems that effectively manage customer reservations, but also with free, mobile-friendly versions of their websites.

Managing Director of OpenTable International Mike Xenakis explained, “We have seen a massive shift to mobile. Increasingly diners are turning to their phone first to determine where to dine and make a booking at a location nearby, but many websites are still not optimised for a great mobile experience. In the last quarter of 2013, reservations booked on mobile accounted for nearly 30% of our seated diners in the UK. It’s essential for a restaurateur to view their website on a smartphone and make sure it displays properly.”

An often underutilised feature of reservation management systems such as OpenTable is the comprehensive customer database that they accumulate and the marketing potential that comes with it. Assuming staff have been trained to take a customer’s email address on booking, special events and promotions can be directly marketed to each previous visitor by the simple click of a button.

The database can also help businesses provide a more personalised dining experienced. Mike told us, “The OpenTable system powers great dining experiences by giving restaurateurs information about a guest and their preferences through the visit notes and guest profile feature. These unique customer insights can then be brought to life by the dining room staff for a personalised guest experience. For example, a restaurateur can mark that one of their regular guests is gluten-free in the guest profile system and when they return, the staff will see that insight and can make menu recommendations with that already in mind.”

EPOS SYSTEMS It’s not only reservation systems that aren’t being used to their full potential. As prevalent as EPOS till systems are, their ability 36 DRAM APRIL 2014

to effectively track stock and inventory is frequently overlooked.

Systems such as Maitre’D track bar inventory through each individual sale, and can greatly reduce the amount of time expended in monitoring stock movement and waste. Shannon Arnold, Director of Marketing for Maitre’D, explained that EPOS systems can also be used for controlling food GP. She said, “Our stock controls provide the ability to track every ingredient in a recipe or dish, which allows the user to better track food costs. The ability to set recipe quantities allows for the minimizing of waste, increased quality control and the ability to verify for variances.”

As we have seen, small changes to existing practices can make all the difference when it comes to developing your business. By applying increased focus on aspects of the trade that sometimes get taken for granted it can be possible to make a fundamental difference to customer service, and ultimately the bottom line too.

Easy mistakes to make Getting into the business for the wrong reasons.

In the bar business some people buy a outlet because they enjoy going out to bars and enjoy drinking and not necessarily because they have the business experience to run a successful licensed trade business.

Failing to take responsibility.

Business owners will blame the recession, the government, a new competitor, and even building work on their street before they will own up to their mistakes. Jon Taffer, the man who presents Bar Rescue says, “ The minute you take responsibility, everything changes.”

Not understanding marketing.

Taffer also believes that licensed trade owners often think too generically about marketing. He suggests they implement three specific marketing initiatives: new customer, frequency, and spending programs. A new customer program is one that creates first-time business and typically includes neighbourhood and local businesses. Frequency programs are special promotions designed to persuade existing customers to return more often. They are advertised in-bar, through email blasts, and on social media. And spending programs aim to increase the amount of money spent each time the customer does business with you by teaching employees to upsell, special deals, and the like.

“If you don’t have those three things, you’re not marketing anything,” he says.

It’s a numbers game.

Taffer comments, “There’s nothing more important than staying on top of the numbers.” He continues, “What infuriates me when people don’t is the fact that there are POS systems that will do all of this for you.” Labour typically eats up between 25% and 32% of all revenue, food costs should never exceed 30% of food sales, and alcohol costs should be at or below 21% of drinks sales.

Not having the necessary experience or help.

If you are new to the trade either work for someone else first or have a partner with experience.

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DESIGN FOCUS

One princes street Princes Street, Falkirk

At the corner of one of Falkirk’s busiest hubs sits a new bar, One Princes Street which aims to add a new dimension to the towns social scene. Robert McCracken reports.

C

utting an imposing figure with it’s grand stone facade, One Princes Street is more than just an address, this new cocktail bar and lounge is attempting to stop the flow of Falkirk consumers heading to Edinburgh and Glasgow for their style bar fix.

Formerly 20 Rocks, One Princes Street is a joint venture between John Hamilton and Stuart Gillespie.

When DRAM visited One Princes Street it had just opened by a couple of weeks and the small bar and function venue was obviously still a work in progress, with the finishing touches still being applied throughout.

Entering off the street, through either of the bar’s two understated entrances, you find yourself immediately in the L shaped main bar area. From the Princes Street entrance, the white fronted bar is situated directly to your left, to your right is a row of small couches and low black tables. One Princes Street appears in an expanse of greys. From the grey and charcoal ceiling, to the grey couches and carpet that extends throughout the whole bar, accentuated with black wooding panelling along the wall opposite the bar and bespoke stools and low-rise tables which adds depth and a casual feel.

The bar itself is white, looks crisp and clean, and features multicoloured LED downlighters tucked beneath the bar top, a theme which continues behind the bar as the back-bar is illuminated in the same manner. Not that lighting is an issue in the bar, the expansive windows that run the length of the building flood the area with light,

38 DRAM APRIL 2014

making it feel light and open even with it’s dark colour-scheme. John Hamilton, co-owner told DRAM, “These windows were covered in vinyl when we came in. We stripped it all back to open them up and let the light in. We want to work with the building’s features, not cover them up.”

To the left of the bar sits a partially enclosed booth, this functions as a VIP area and it’s creation was an important part of the refurbishment process as John and Stuart made the most of the space available, John explained, “This area was forgotten about before, there was a disabled toilet here and not much else. We moved the toilet over and put in this VIP area.” Including the 20-person VIP area, the bar has seats for about 60 in total. Adjacent to this private space is a small but functional kitchen, whilst it is not being used at the moment.

The upstairs space is being utilised as a function room. The room was a gig venue in a previous life but has been transformed into a function room which now seats 60. An original concrete staircase leads you to the function room, which follows much of the same design pattern as the main area. Greys are the order of the day, with a small bottle bar at one end of the room and at the opposite end, a small portion of the original floorboards are on display providing the room with an interesting feature.

John and Stuart are not trying to compete with the cocktail bars of Glasgow and Edinburgh but as John explains, “We’re giving people a choice, somewhere else to go.”

APRIL 2014 DRAM 39

Sue Says I

would like to say a huge thank you to Michael Robertson and his team at McPhabbs who looked after me recently when I had a ‘significant’ birthday... but to say jaws dropped was an understatement when James Mortimer did me the honour of becoming my own personal ‘Chippendale’. Certainly it was the first time I have ever seen Donald McLeod speechless. A big thank you to James for making my party very memorable...

I also squeezed in a visit to Sweden to visit the Kopparberg brewery, and I think owner Peter Bronsman deserves an award, not because he has made Kopparberg into the world’s best selling packaged cider, but because of his outstanding tie. He is certainly a character and you can see why Kopparberg is so successful.

His enthusiasm is infectious, and his staff

40 DRAM APRIL 2014

obviously love him. Not to mention the folk of Kopparberg – the brewery is the biggest employer there.

There was absolutely lots that I loved about Sweden and would you believe it the most popular theme (I’m using that word loosely) British pubs! They are springing up all over the place and doing very well, complete with a full range of beers from the UK. What was a bit galling thou’ was the price of the drinks. It cost us £23 for two spirits and two mixers in Stockholm. Just as well we were on the early flight home!

During my sojourn to Sweden I was phoneless... yes I left my mobile behind. What a revelation it was. For the first time in years I was not contactable... bliss! But seriously, I couldn’t believe how antisocial everyone has become. On the train – folk were glued to their phones. Later on in a restaurant people had their phones on the table and were using them instead of talking to their fellow diners.

At the bar people were looking down at their phones instead of looking around and meeting new people. What did we do without them? Maybe a phone free bar would go down a treat?

My pals often get embarrassed when I ask for a doggy bag.

Because having two pooches at home it seems only right that they benefit too while I am out enjoying myself (guilt) Now my pals don’t have to hang their head in shame when I ask for a doggy bag because some restaurants will soon be offering doggy bags to diners in a bid to reduce food waste. (You see I am ahead of the times) But these doggy bags obviously are not just for pets! Zero Waste Scotland’s Good to Go initiative aims to dismiss the stigma of asking to take leftovers home.

Iain Gulland, Zero Waste Scotland director, said, “Research shows that most people want to take leftovers home to enjoy later but are embarrassed to ask, so the Good to Go pilot is all about making it a normal thing to do.” The initiative is being piloted at 11 restaurants across the four towns and cities, including Two Fat Ladies at the Buttery in Glasgow, where the scheme was launched.

There was reasonable amount of feedback to our customer survey last month. I just like to re-iterate for those who may think the results are driven by commercial benefit to us... the results show what customers think of suppliers, not what the DRAM thinks... otherwise why bother calling 200 licensees? I am just as nervous as the suppliers with regard to the results... because I don’t know how companies are performing, I rely on licensees telling me and we go out of our way to ensure that the results are totally verifiable.

Usually they throw up issues that are being widely discussed. This year was no exception.

Finally we went through to Edinburgh for the Forth Wines/ Inverarity Morton wine event. What a success it was. Ian Cumming told me “The interest from customers with regard to this event has been phenomenal. We now have a wine list that stretches to 2019 wines - with such diverse clients we needed a full range.” And the turnout at the event proved that there was a real interest in the new list. While Stephen Russell said, “We won’t be losing the Forth Wine identity. We are now in a great position to build on our reputation as the largest independent wine wine and spirit supplier in Scotland.”

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Round up

FORTH WINES/INVERARITY MORTON WINE TASTING Forth Wines and Inverarity Morton annual wine event at The Assembly Rooms, Edinburgh was the most successful yet with more than 600 people attending.

DRAM DRINKS RETAILING AND MARKETING PUBLISHED BY MEDIA WORLD LIMITED UPPER FLOOR / FINNIESTON HOUSE 1 THE STABLES YARD / 1103 ARGYLE STREET GLASGOW / G3 8ND t. 0141 221 6965 e. dram@mail.com web. www.dramscotland.co.uk Editor: Susan Young • Chairman: Noel Young Editorial: Robert McCracken • Advertising Manager: Emma McDonald Advertising: Lucy McGovern & Vicky Corrieri • Production: Jill Donald Published by Media World Ltd. Subscriptions: DRAM is available by subscription for all other qualified persons involved in the Scottish Licensed Trade at the rate of £52 per annum including the DRAM Yearbook. The publishers, authors and printers cannot accept liability for errors or omissions. Any transparencies or artwork will be accepted at owner’s risk. All rights reserved. No part of this publication may be reproduced in any form without the written permission of the copyright holder and publisher, application for which should be made to the publisher. Articles published in this magazine do not necessarily reflect the opinions of the publishers. © Media World Limited 2013.

Printed by Stephens & George Print Group.

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