Inapub magazine May 2016 Issue 54

inapub

Issue 54 May 2016 ÂŁ3.95 trade.inapub.co.uk

EUROPEAN SPECIAL p01 cover EU stars.indd 1

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IN YOUR HAND FROM APRIL 2016 LEGENDARY BEER WITH A TWIST

Enjoy world-famous Budweiser for hassle-free opening and simple serving

STILL THE SAME BUDWEISER

Brewed to the highest quality

BEST IN CLASS

To consumers, considered to be the most relevant innovation we tested*

WORLD CLASS SUPPORT

A multi-million pound media support campaign running in all channels

PUB FAVOURITE

No.1 most stocked PPL brand with on-trade**

Hold the bottle Grip the cap firmly Twist off

*(Source: Ipsos Innoscreen NPD Testing July 2014) **(Source: CGA Brand Index, Feb 2016)

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benvenuto and welcome to the European issue of Inapub.

Two huge events involving our continent take place in the next couple of months, one of which could have a massive impact on happiness, wellbeing and pub profits. But we’ll get to the football in a minute. There’s also the small matter of the InOut referendum on June 23 (incidentally the day after the Euro group stages conclude).

One of the first decisions for licensees will be whether to vote from a philosophical, personal or business perspective. The senior industry figures we spoke to about the referendum struggled to agree on the best route forward, which is no surprise when the result is expected to be on a knife edge.

Whether we ultimately stay or go, our pubs will continue to influence and be influenced

by European hospitality, which is an area we look closely at this month.

And just how long will England, Wales and Northern Ireland remain in France for Euro 2016? For many pub customers and licensees this could actually be a far more pressing concern.

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this month Bosses on Brexit • crowdfunding • products

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drink European drinks for summer • Canned beer

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eat Bread to go with beer • The Galvin brothers • Euro food

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play Euro 2016 •Pub culture across the Continent

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back-bar business National Living Wage • Next Generation

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Salud,

Editor Matt Eley 07538 988 296 • matte@inapub.co.uk

62 time at the bar Viola Beach memorial cocktail • Top Euros moments

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Bienvenue, willkommen,

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Deputy editor Robyn Black 07909 251 231 • robynb@inapub.co.uk Production editor Ben Thrush 07810 620 169 • ben@inapub.co.uk

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Chief executive Barrie Poulter 07591 506 298 • barrie@inapub.co.uk Sales & marketing director Matt Roclawski 07950 447 488 • mattr@inapub.co.uk

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Sales manager Adam Skinner 07884 868 364 • adam@inapub.co.uk

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Subscriptions trade.inapub.co.uk/magazine 08452 301 986 • subscriptions@inapub.co.uk

Visit us online at trade.inapub.co.uk p03 contents.indd 3

Printed by Warners Midlands

22/04/2016 08:37

NE W REFRESHING JUST GOT REFRESHED. • Striking new packaging launching Summer 2016 • From the UK’s No.1 bottled apple cider* • Supported with multi-million pound media campaign

MAGNERS ORIGINAL NOW ON DRAUGHT.

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POSTCARD from the pub frontline A pub has added computer chips to its menu as part of a ground-breaking digital inclusion strategy in Cornwall.

The Old Inn at Mullion has become part of a council and Pub is the Hub-backed project where businesses with good WiFi offer facilities for IT training sessions.

Customers of varying abilities have been learning about browsing, emailing and internet security on mobiles, tablets and laptops.

Sara Liddle, licensee at The Old Inn, is also interested in Digital Champion training for herself so that she can run her

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own courses. She said: “This idea is fantastic for many reasons. Firstly, it’s great that we can provide training for what are essential life skills these days, in an environment that is local, warm and friendly. It doesn’t feel as daunting as going to a classroom to learn.

“Secondly, it’s a great way to use a space like a pub during the day or on quieter evenings, so it helps to level out trade for rural pubs like mine.”

Course leader Jay Chapman (right) is pictured with locals Pietro Piras and Cilla Harvey

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IN THE TRADE THIS MONTH BII challengers in the mix The finalists for the BII Licensee of the Year have been named. They are Gerry & Ann Price from the Inn West End, in West End, Surrey; Andrew Fishwick, the Truscott Arms, Maida Vale, London; Rob and Lucy Brewer, the Rashleigh Arms, St Austell, Cornwall; Glen Duckett, the Eagle & Child, Ramsbottom; Mel Carus, the Metropolitan, West Didsbury, Manchester; and Glen Pearson, the Shidben Mill, Halifax. The winner will be announced at the BII’s Summer Event on June 7.

TOP STORIES ON TRADE.INAPUB.CO.UK Cask beer: is the price right?

Win the Stereophonics in your pub

BBPA slams code The Pubs Code for tenants and lessees due to be introduced on May 26 has been called “unworkable” by the British Beer & Pub Association, which says not enough time has been allowed for training on the new laws. The Association of Licensed Multiple Retailers is working with the BII to provide a Q&A for licensees.

Her Majesty’s birthday bonus Pubs will be able to stay open longer to celebrate the Queen’s 90th birthday. The government has granted a blanket extension on Friday June 10 and Saturday June 11 until 1am. England and Wales are in Euro action that weekend.

Britvic launches alternative energy drink for grown-ups The spirit of food matching Plate or slate? Simon Delaney

Pic: Edward Bishop

Nice with a slice

Forget tea – revellers gorged themselves on decadent cakes and craft ales at the Mad Hatter’s Garden Party, hosted by Brighton pub The White Rabbit. A pop-up garden bar festooned with bunting served as a wonderland for beer fans, with each cake matched to an ale from local brewery Mad Hatter. “Eat me” and “Drink me” signs not required.

The Carrollian treats were offered as part of Laines Pub Company’s Tap Takeover with The Beer Collective, as 10 local craft breweries each took over one of the multiple operator’s pubs. The fun also included barbers in the bar, burlesque acts, DJ sets and “Hugs for Snugs”, where punters could donate clothes to the homeless in exchange for beer.

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1,500

The number of pubs protected by Assets of Community Value status, one year after the powers were introduced.

CAMRA

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this month.

Will you be extending your hours to mark the Queen’s 90th birthday? view from the bar Eileen O’Brien, The Six Bells, CamBRIDGE In the eight years we have been running The Six Bells the Queen has never once come in for a pint, and neither to the best of my knowledge have any of her family or friends, So no, we won’t be celebrating her birthday. By a lucky coincidence though, the extended hours granted by HM Government fall on June 10 and 11, so we will be taking advantage of them.

On the 10th we will celebrate the 60th birthday of our regular customer John, who is far more important to us than the Queen could ever be, and on the 11th, well, we’ll just see what happens. We’ve got a band booked that night but I imagine the live music will have to stop at 11pm as usual, so we might close at 12.30am if most people have already left or if not we might stay open for the extra half-hour.

If the Queen fancies popping in for a drink she would be very welcome, like any other paying customer, but legend has it that the Queen doesn’t carry money so I doubt if she would buy a round (we don’t take cards).

Second opinion Nationally extended hours have always been good for the pub trade — not for every pub, it does depend on your catchment, offer and ability to take advantage of them but by our estimate, sales increased by five per cent and food sales were up by eight per cent as a result of the Royal Wedding and Queen’s Diamond Jubilee.

This year we have the added advantage of two Euro 16 football matches for England and Wales on the evening of Saturday June 11. Since

some 16 million people prefer to enjoy England matches in a pub, there is definitely an audience to capture! Pubs can open until 1am on the evening of Friday June 10 and Saturday June 11.

Her Majesty is 90 and by the last count, nearly 70 per cent of the population believe she is good for our country. Without doubt a warm summer day will bring out the crowds determined to celebrate a wonderful life of service.

What better place to join with your local community than in the local pub? Good pub food will be a real draw and so many community pubs will have the opportunity to be creative, providing the warmest of welcomes as the community comes together to celebrate.

Brigid Simmonds is the chief executive of the British Beer & Pub Association

What’s your opinion? Email your thoughts to editorial@inapub.co.uk

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Funkin Bloody Mary Spicer

We don’t know who Mary Spicer is, but someone’s really angry with her. Cheer her up with one of the most popular cocktails/ hangover cures in the UK. This new launch from Funkin contains 17 ingredients including horseradish, celery and sweet tomato. One dash for mild, two for spice and three for Funkin Hot. www.funkinPRO.co.uk

Vimto Remix

Mango, strawberry and pineapple are combined with the secret Vimto recipe to create this new variant. The vibrant design is available in bottles, cans and flat and fizzy, which should cover most bases. www.vimto.co.uk

Stuff

What’s new in the pub this month

New Forest High Fruit Sorbets

Gluten-free, nut-free, dairy-free, vegan-friendly and with zero fat content, these two sorbets tick the boxes for any customers with dietary requirement “ice-creaming” for a decent pudding option. Available in raspberry and blackcurrant, they are made with 20 per cent fruit juice using traditional methods.

01590 647611

Box of Budgies

It might sound like a bawdy Antipodean insult but in actual fact this is one of several new wines in the Crown Cellars portfolio, aimed at drinkers that have been put off wine by stuffy labels and confusing language. This one, a New Zealand Sauvignon Blanc, is joined by Clockwork Raven, a Chilean Merlot, and Bone Orchard, an Argentinean Malbec, as well as a quirky new range called Bad Eye Deer comprising wines from France, Australia and the US.

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this month.

Pimm’s Cider Cup

Three new flavours have been added to the Pimm’s Cider Cup range for this summer — Mango & Passionfruit, Plum & Red Apple and Summer Fruits.

Owner Diageo says they are the “perfect patriotic tipple” for British summertime events this year such as Wimbledon and The Queen’s Patron’s Lunch (Sunday June 12).

Rule Britannia! www.diageo.com

Curry-in-a-naan

If you want to offer curry without hiring a specialist chef, this could be for you.

You could give the potwash the night off too, as they come in handy disposable packaging. The naans contain pilau rice and one of three classic flavours: chicken korma, chicken tikka or chicken jalfrezi.

They might even stop customers heading off for that late-night vindaloo.

Tukinfoods.com

J20 Flamingo Fling

This colourful new variant will add a touch of the tropics to your soft drinks range this summer even if it does (as usual) end up raining the whole time.

Made with white grapes and lychees, Flamingo Fling is available exclusively to the on-trade from now until September.

0845 7581781

Super Bock

Back in the day, Portugal built a vast empire, sailing to the four corners of the globe in the quest for gold, trade and souls to convert. Centuries later, their top-selling beer is looking to replicate the feat. The five per cent ABV golden lager launches into the UK market armed with malt and fruit flavours, embossed glassware and two new pressure dispense fonts, on a mission to spread the convivial Portuguese way of life.

01234 783 034

Rare Red Rye Ale

This rather ravishing Rare Red Rye ale is rolling out across the on-trade. Brewed by the Heineken-owned Caledonian brewery, it is made with Bullion hops, grown on only around 100 acres in the UK. It is described as having “zesty fruit aromas, rye and roast grain flavours and a dark fruit spicy finish.” www.caledonianbeer.com

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Auf Wiedersehen, pubs?

by ANDREW PRING

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The vast majority of licensees don’t feel they have sufficient information to make an informed decision for their business Kate Nicholls ALMR

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As referendum day approaches, politicians and economists are at loggerheads, hotly contesting the pros and cons of exiting Europe.

It’s a critical time in the nation’s history. But for pub trade bosses trying to judge which option suits their business best, the slanging match is generating far too much heat and not nearly enough illumination.

Keith Knowles, chief executive of Beds and Bars, is unimpressed. “I’m a trained pilot and a trained yachtsman. Nobody gets into a boat or a plane without all the information they need on the weather, sea conditions, flight path, what height you’re flying and so on. If you apply the analogy to Brexit, we just don’t have the information. And we don’t know what the alternative looks like.”

He’s not alone in his frustration. Fellow Association of Licensed Multiple Retailers (ALMR) members feel equally in the dark, says chief executive Kate Nicholls. “We still have not been given a huge amount of information from either side of the debate”, she says. “More information on the look of the political and economic landscape post-referendum is needed. A recent survey we carried out showed that 55 per cent of ALMR members feel only a little informed at this point.

“The overwhelming majority of licensees simply don’t feel as if they have sufficient information to make an informed decision for their business – they can have a personal view, but that can be different from their business position and they just don’t have the facts about what staying in or leaving would look like.”

Banging the Brexit drum

Nonsense, says JD Wetherspoon boss Tim Martin. “It’s not that unquantifiable, there’s lots of information. We trade with many countries already, and we’ll continue to trade with Europe. Lots of countries have free trade agreements with the EU — Canada, Norway, Switzerland, for example — and they’re more prosperous than France or Germany.”

For Martin, the real issue is about sovereignty, which he believes promotes better decision-making and economic prosperity. “Democracy is the most valuable

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this month.

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No politician has had the balls to say ‘we need immigration’.

We know the UK population is declining. Who’s going to do the jobs unless we have people from Europe?

Keith Knowles, Beds & Bars

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Our own elected government was unable to remove a tax on tampons.

Britain and the European Community is like South Korea versus North Korea Tim Martin, Wetherspoons trade.inapub.co.uk

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thing of all. If we don’t like David Cameron, we can arrange for his removal. It’s important that we can fire them.

“There’s a whole raft of legislation – human rights, employment – that emanates from Europe. Our own elected government was unable to remove a tax on tampons – how pathetic is that!

“The main thing we want control over is who will come to work in this country.

We may respect Turkey, for example, but if several million of them come over here, we wouldn’t be able to cope.

“And more democracy means more prosperity. Britain and the European Community is like South Korea versus North Korea; West Germany versus East Germany; America versus Russia over the past 100 years.”

Martin dismisses the Confederation of British Industry’s backing for remaining in Europe and the open letter to The Times from busines leaders such as Greene Kings’s Rooney Anand (“in a personal capacity”), Diageo’s chief executive Ivan Menezes and SAB Miller’s chief executive Alan Clark. “Big

business? They’re intellectually lazy!” says Martin. “When do you ever see any articles from them about their reasons for remaining? These are the same people who wanted to join the Euro!”

An industry wanting in

Yet for all Martin’s scorn, it’s hard to find many pub trade bosses backing his views.

In another recent open letter, organised by the Vote Leave group, 250 bosses from all sectors backed Brexit, but alongside Martin were just two other members of the licensed trade — hospitality entrepreneur Luke Johnson and nightclub operator John Hayes.

And the ALMR survey which reported members feeling uninformed, nevertheless revealed that nearly two-thirds wished to remain in Europe (mirroring the result when Britain last held a referendum on whether to leave Europe, in 1975).

Phil Thorley, operations director at Thorley Taverns, is one of those in favour of staying. “I’m political with a small p,” he says “but I always prefer to change from the inside. So stay and make things better, rather than shout through the door from the outside.

“I’ve spent 20 years working with the ALMR

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No-one’s saying ‘I’m not going down the pub tonight, I’m worried we might pull out of Europe!’ Customers are more likely to be discussing England’s chances in the Euros Ian Payne, Stonegate because I believe you can’t change anything unless you’re at the same table. As Churchill said, jaw-jaw rather than war-war.”

That said, he doesn’t believe “the sky would fall in if we left”. And nor does Stonegate chairman Ian Payne. “I really don’t see there’s any problem if we left. I can’t see any impact whatsoever – not even on employment or immigration. You’re going to be regulated wherever you are. Most of the red tape we face – licensing and health and safety – is UK-imposed. So we’re not worried as a business, either way.”

Business as usual

More importantly for Payne, “Project Fear”, as the Brexit campaigners have labelled

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the government’s “Remain” campaign, is not affecting business.“The Euro debate is certainly not stopping people from going out. Most of our customers will be totally oblivious to it. I don’t think anyone’s saying, ‘I’m not going down the pub tonight, I’m worried we might pull out of Europe’! They’re more likely to be discussing England’s chances in the European Championship in the summer.”

Keith Knowles is not so sanguine. “If we split away, I see it as alienating us from the rest of Europe. And there’s a risk it could endanger the stability of Europe — even [lead to] the break-up of Europe — and that has to affect the UK.” As someone who employs staff in London and Europe made up of 82 different nationalities, there’s another issue that concerns him too.

“No politician has had the balls to say ‘We need immigration’. Yet we know the UK population is declining. Who’s going to do the jobs unless we have people from Europe?”

Like most people, Knowles is no fan of the European Community’s regulatory regime.

“It’s not democratic. Structurally, it’s not user-friendly. The auditors can never sign its books off. There’s corruption. And there are many irritations. For example, we’re trying to offer breakfast for free in Berlin but there are problems with VAT. They don’t understand the concept of free.

“But it’s really no worse than dealing with the council over a delayed planning application in Shepherd’s Bush. And we consider ourselves as a European business, not a UK business. So to jump into the abyss without knowing the facts would be madness.”

His chairman, Tim Sykes, agrees – reluctantly. “I don’t like ‘Europe’. If it was just my heart, I’d vote to leave, like a great many of my generation. Younger people are more accepting – they see themselves as European.

“But from the perspective of the business, I’ll vote to stay. In truth, it’s a fear factor vote, rather than a positive yes. Better the devil you know, but I say that with a marginally heavy heart.”

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FAMOUS FOR ITALIAN BEER

Matt Eley meets a man who got the masses to buy in to his idea

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Since we started doing it we have been approached so much about finance, you get your brand out there

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When I first met Giuseppe Verdoni, one of the owners of The Italian Job, plans to crowd-fund a second site had been live for a day.

At that point the company had raised about one per cent of the £350,000 it was looking for to open venue number two.

Shareholders would get 25 per cent of the company in return.

In just over a year since opening, the first site in Chiswick, West London, has proved to be a huge success. Customers have been attracted to its array of Italian craft beers — sourced from the brewery it is backed by, the renowned Birrifico del Ducato — and its authentic Italian menu.

However, with no second site secured, only plans to find one somewhere in East London, I wondered if people would be willing to part with their pounds. All investors knew is that the site would (hopefully) have 80 covers, need little refurbishment and be open for business this summer.

A few weeks later as I began to write up my notes I clicked on the Crowdcube website to see if any progress had been made.

It had. A total of £402,000 had been invested, thus smashing the target and proving how much faith backers have in the

Italian Job concept.

Parma-born Giuseppe, who runs the business with Italy-based food entrepreneur Marco Pucciotti, was confident it would work.

“Crowdfunding gives it some word of mouth, a lot of popularity,” says Giuseppe. “Since we started doing it we have been approached so much about finance, you get your brand out there. People who do not know the brand can be sceptical, but people who have been here are super-enthusiastic. They see it as being unique and not some short-term concept. Craft beer is 20 per cent of the market in the US now. Once people try craft beer there is no way back.”

Chiswick was picked as the site for the first Italian Job to see if they could sustain loyalty, rather than rising and falling fast in a trendier part of town. One of those trendier spots is the next nut to crack.

The concept is the first of its kind in the country — 12 rotating Italian craft beers on tap accompanied by authentic Italian food and staff, with experts from Italy working alongside Brits.

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this month.

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The beer

All beers served at The Italian Job are supplied by its partner brewery Birrifico del Ducato. As well as providing its own, it also sources beers from other breweries in Italy.

It is one of the fastest-growing craft breweries in Italy, with more than 70 medals from international competitions.

Giuseppe speaks of brewmaster Giovanni Campari in reverent tones.

“He is one of the most respected craft brewers in Italy. He brews the best pilsner and is a pioneer of the sour beer.

“We are very strong because we have an amazing amount of beer we can supply.”

Last year The Italian Job had a total of 90 beers on its taps. While some of the beers are available elsewhere, matching the range or the buying power Italian Job has is a tough ask.

After the second site opens you can expect to see Italian Jobs appearing at a steady rate. “We will open at least one a year,” says Giuseppe.

“Then it depends, when you have a couple of places you can be more opportunistic and find undervalued sites.

Now we need to be here on the main road because it’s next to an historical restaurant in Chiswick with a Michelin star. People will pass by, see you, pop in and like it.”

To grow outside of London, Giuseppe anticipates going down the path of franchising or joint ventures. Educated in New York, married to an Asian wife and now based in London, it is no surprise that he is looking to go global with Italian Job too. He may even take it to Italy. “You are mixing beer with the food, the pasta, the charcuterie, so it would work for sure in Italy. Craft beer is growing in Italy. The volumes of beer are similar to the UK, it is like 2.5 or three per cent of the market. It is huge in some parts such as Roma, other cities are catching up.”

And you can be confident that a man who knows his markets and his beer is very likely to make a successful Italian Job of things.

The Ita Chiswiclian Job k, Londo n Style: Cr aft Wet/dry beer / food pub sp Best sell lit: 50/50 ing food : Cheese boards a nd Beers: 10 charcuterie taps, two han dpumps Online: www.the italianjo bpub.co.u k

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drink Occasionally you see a piece of research and you cannot help but think to yourself that it goes against all logic. And so it was when I recently discovered that format is of more importance to drinkers than brand. Let me explain.

If someone comes into your bar thinking they are going to order a bottle of, say, Heineken and you don’t have it in the fridge but you do have it on tap, research shows that person will not go on to order a pint of Heineken, as you might expect. Instead they’ll order a rival brand of bottled lager.

I know!

The above comes to us courtesy of some Heineken research, presented exclusively at our recent Next Generation event (see pages 56-57), which sought to provide some guidance on the tricky issue of getting the right drinks range.

The brewer has come up with “six rules to deliver the right availability for outlets,” starting with the principle that less is more. Using eye-tracking technology, it has determined customers typically only look at five or six brands

with ROBYN BLACK

before making their decision, so there’s little point having a bar rammed with varying fonts.

Second, think about the width in your range, not depth — 80 per cent of customers have already chosen the type of drink they want before they get to the bar and will order whatever version of that drink is available, negating the need for lots of similar products.

Of those who haven’t committed to a certain drink, there’s the opportunity to get them to trade up. So (third rule), have premium brands visible alongside your core range of accessible, familiar brands (rule four: focus on favourites).

The fifth rule is a plea to ensure the brands in your range fit your outlet — it’s as simple as “does this brand fit our vibe?”

Finally, it’s back to my original point: format is of more importance than brand, so don’t be afraid to stock both the packaged and draught versions if it is a popular drink in your venue.

As I say, some things just run counter to all logic.

80 per cent of customers have already chosen the type of drink they want before the get to the bar

COMMERCIAL BREAKDOWN THATCHERS • Official cider of Glastonbury Cider fans at Glasto this summer will be able to enjoy a range of Thatchers ciders at four dedicated craft cider bars across the site, as part of a five-year tie-up between the Somerset cider maker and the festival.

HOP HOUSE 13 • Celebrating the journey Brand owner Diageo is pumping a sevenfigure sum into the first advertising campaign for this Guinness lager, which will include its first TV ad to showcase the “quality and craftsmanship” that goes into the beer.

FOSTER’S • Official lager of England cricket Howzat! Foster’s has signed a two-year deal with the England and Wales Cricket Board to sponsor the men’s cricket team. It’s been 10 years since the brand last sponsored sport in the UK, according to brand owner Heineken.

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drink.

Rosie’s Pig

Cider producer Westons has immortalised its first delivery truck, which was reportedly a “pig to start and a pig to drive”, in a new range of flavoured ciders, created for beer and cider festivals this summer. The cloudy, four per cent ABV bag-in-box ciders comprise rhubarb cider Flat Tyre, damson cider Handbrake, and raspberry cider Old Banger. www.westons-cider.co.uk

Trooper Red ‘n’ Black Scheduled to launch this September, this will be the third beer in the worldwide phenomenon that is Robinsons Brewery’s beery tie-up with rockers Iron Maiden. The limited-edition brew, which follows last year’s Trooper 666 seasonal offer, is a porter weighing in at 6.8 per cent ABV in bottle or 5.8 per cent in cask. www.ironmaidenbeer.com

On the bar Tim Griffiths The Old Coastguard Penzance Cornwall

Look out for...

Wild Knight Vodka

Developed by husband and wife team Matt and Steph Brown after a family wedding in Mongolia, this ultra-premium brand is made from English barley and English water. The couple hope to “rekindle the nation’s love affair with vodka in the same way that gin has been reinvented”, they say. www.wildknightvodka.co.uk

Schweppes

Touting itself as the “creator of bubbles since 1783”, distributor Coca-Cola Enterprises has revealed a new look across the Schweppes mixer range.

The new black labels are intended to be sophisticated and witty, and arrive ahead of the biggest campaign for the brand in the past 20 years. www.cokecce.co.uk

Budweiser

It’s bye-bye to bottle openers if the Budweiser guys have their way — new twist-off bottle caps are being rolled out now for the brand.

Brewer AB InBev says research found there was a “strong appetite” for the move in the UK and it would establish a “new serving ritual” for the beer. www.ab-inbev.co.uk

“We were delighted to be the first pub to win Imbibe’s Wine List of the Year award last September.

Compared with some top restaurants we’ve a small wine list — about 100 or so wines — so it’s a huge achievement.

We use around 10 different suppliers to create the range. The idea is we offer more unusual wines, so we’ve no Pinot Grigio on the list and no straight Sauvignon Blancs, for example. Instead we train our staff — most are WSET trained to some level — and we do lots inhouse as well, to be able to recommend to customers on a “if you like that, you’ll like this” basis.

We promote wines of the month and use chalkboards and our wine list to encourage people to be a bit more adventurous,”

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drink.

10 Euro mixes

by ROBYN BLACK

As part of our Euro-themed issue it would be tempting to bring you a list of Europe’s most innovative and craziest drinks. In the end, however, we thought it would be much more useful if we instead came up with suggestions of European drinks you can make and serve from brands you probably already stock. Never let it be said we haven’t got your back.

1

Orangina & beer

2

Anglo-Italian Spritz

The classic French soft drink of your childhood finally came to the UK on-trade in its trademark “bulby” bottle last year. The brand celebrates its 80th birthday this year as well, so alongside the original “shake it to wake it” serve (over ice, with a slice of orange to garnish), the company has designed a range of alternative suggestions. These include: Orangina, elderflower cordial, lime juice & sugar; Orangina, Angostura Bitters & lime; or for a Gallic twist on a shandy — or its modern incarnation the radler — mix half-a-pint of beer with Orangina and serve with a squeeze of lime.

This recipe comes from drinks company Diageo and is a mix of the very British (gin) and the typically Italian (limoncello and Prosecco). Simply fill a large wine glass with ice, add 25ml of Gordon’s Gin, 25ml limoncello, 75ml cloudy lemonade, 75ml Prosecco and stir to mix. Garnish with wheels of lemon and a fast car.

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MAY 2016

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3

Magners Irish cider

The Irish brand that sparked the cider revolution is undergoing a period of evolution this summer, with new-look bottles set to roll out this month, alongside a multi-million-pound advertising campaign.

In pubs and bars Magners Golden Draught, the specially blended version of the cider for draught sales, will be replaced with Magners Original, meaning the cider will taste the same from a bottle and a tap for the first time.

4

Kopparberg Mixed Fruit

Every drop of Kopparberg is imported from Sweden and it is all still made in the “Bryggeriâ€? in the town of Kopparberg by brewmaster Wolfgang and his two sons Rayhardt and Rickhard. In the UK the mixed fruit flavour is the bestselling variant in the range, so why not raise a glass to our Scandi friends? SkĂĽl!

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5

Purdey’s Edge

Not just an excuse for your drinks editor to shoe-horn in another pic of Idris Elba to these pages, oh no. This new variant from Purdey’s is our suggestion for a quintessentially British drink — albeit with a twist.

Made with wormwood, snakeroot, hawthorn and blackthorn, the concoction is an energy drink for grown-ups and is so good for you it comprises one of your five-a-day. It’s just pure luck that Idris is the face of the brand…

6

Campo Viejo Blanco

This is one of the best-known wine brands from the Spanish Rioja region and brand owner Pernod Ricard has just added this, the first white wine, to the range.

Made from the indigenous Spanish grapes Tempranillo and Viura, it is described as “fresh and pleasant” and a great match with chicken, fish and salad dishes.

p21-22-23-24 summer drinks.indd 23

22/04/2016 17:32

7

The Irish River

8

Customised Coca-Cola

9

Fizz over ice

Drinks supplier Halewood International is urging licensees to create a cocktail menu of themed drinks to make the most of this summer’s events. For the Euro opportunity it is suggesting this cocktail made with 40ml of its Pogues Irish whiskey, one teaspoon caster sugar, 15ml cognac, 15ml Benedictine, two dashes of orange bitters and four mint leaves. Just stir the ingredients together and strain into an Old Fashioned glass.

Mocktails are becoming more and more popular in pubs and bars but, as European drinkers demonstrate, they need not be complicated. In several countries across the Continent it has become popular for drinkers to make a simple glass of Coke their own by adding (for example) fresh mint leaves, slices of ginger or some elderflower. “This is a great way to add some theatre to your soft drink offering,” says trade communications manager Donna Pisani.

New to the Matthew Clark range this summer is a new version of Moët et Chandon Champagne, which is designed to be served over ice — Moët Ice Imperial NV. It’s not quite as mad as it sounds to British ears. The French have been putting champers over ice for decades in a cocktail called La Piscine (the swimming pool), and the Spanish are also rumoured to be getting in on the act this year, with cava brand Freixenet launching a product designed to be served over ice. Watch this space…

10

A pint of Carlsberg

Of course there are myriad big-brand European beers we could list here but, as the official beer of Uefa Euro 2016, we could hardly finish this list without giving Carlsberg a mention. With the brand having recently celebrated Easter with a pop-up beer bar made entirely of chocolate (#ifCarlsbergDid...), everyone’s looking forward to seeing what’s in store for the Euros.

trade.inapub.co.uk p21-22-23-24 summer drinks.indd 24

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22/04/2016 11:24 22/04/2016 17:41

Can you dig it?

by ADRIAN TIERNEY-JONES

Let’s hop in a time machine and go back to a pub in 2010. Cans of beer are conspicuous by their absence — they are usually the preserve of those quaffing merrily in the park or found at a house party in discount supermarket slabs.

“It was a shame that bad beer impacted the packaging format the way it did,” says Dan Lowe of Fourpure, which in 2014 was the first UK-based craft brewery to start canning its core range, “though, if you go

further back, some of the great traditional breweries canned their exceptional beer, which didn’t have these issues.”

Times have changed. Visit any pub with pretensions to craft beer now and a colourful range of (mainly) 330ml cans will be on display. As well as Fourpure, offerings from Beavertown, Camden and Dark Star are common. The off-trade has also fallen for the new generation of craft cans.

No passing fad

Some might say cans are another hipsterinclined fad, alongside multi-flavoured sours in small measures, no-plate meals and Victorian beards. Figures would suggest otherwise, though.

The Society of Independent Brewers recently estimated there were three craft beer can-filling lines in 2014; the current estimate is 20-plus. Further sign of growth is suggested by data trends company Nielsen, whose research showed an 18 per cent rise in sales of 330ml canned beers in the halfyear to June 2015.

Canned and able…major brewers including Fuller’s have embraced the 330ml can revolution

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drink.

5

great canned beers

Camden Town Brewery IHL, 6.2 per cent Lager and IPA walk up the aisle and live happily ever after.

Chorlton Citra Sour, 5.2 per cent Termed a hoppy sour, this is a complex and charismatic beer.

Fourpure Pils, 4.7 per cent

“

The customer benefits from better beer and, if you squash the cans down nicely, your recycling bin is far less incriminating

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Beavertown Holy Cowbell India Stout, 5.6 per cent A blend of IPA’s hop-citrus aromatics and the dark soul of a stout.

A crisp, citrussy and bittersweet Bermondsey take on the classic German pils style.

Moor Return of the Empire, 5.7 per cent

So this new wave of canned beers is not just a flash in the can, especially as the container gives the chance of 360˚ branding. A further development has been London Beer Factory’s development of a ring-pull design that enables the drinker to remove the lid completely (Sapporo had something similar in the 1980s).

Jon Hickling is director and head brewer at Hebden Bridge’s Vocation Brewery, whose beers are all available in cans. He is convinced cans are the future. “The beer benefits from the absence of oxygen and light, while the brewer benefits from easier transport, no broken glass and much less space taken in storage,” he says. “The customer benefits from better beer and, if you squash the cans down nicely, your recycling bin is far less incriminating. They are here to stay.”

Purity Brewery has also dipped its beery toes into the sector, first with Longhorn IPA and, more recently, Saddle Black.

Brewery founder Paul Halsey points out the benefits of cans to the licensee: “They are easier to stack and store in fridges and can be sold in quantity, at speed, without any sacrifice on quality. Cans have also allowed Purity to enter new markets where glass bottles aren’t appropriate, such as gigs and festivals.”

It’s not just the smaller breweries getting involved, though — Adnams and Fuller’s, where beers such as Southwold Bitter and London Pride reside in traditional 500ml

cans, have gone down the 330ml route as well. Meanwhile in Scotland, Andy Maddock, managing director of the Heineken-owned Caledonian Brewery, says: “We’re currently reviewing our modern craft range, which includes Three Hop craft lager, Coast to Coast American pale ale and rye beer Rare Red, to determine which of our products we will offer to customers in canned format in the future.”

Robust IPA from the unfined beer champion.

Flying out of the bar

He points out another advantage to the licensee: “At the bar, they are an easy and quick serve for bar staff compared with pulling a pint, so can have an impact on profitability and help to reduce waiting times during busy periods.”

Licensee Tom Harrison agrees and has embraced the trend at his pub, The Duke’s Head in Highgate, London, persuading his customers to join him in the canned revolution. “The easiest way to open the cans up to new faces is to encourage them to take some away,” he says. “People often do that and then return. We’ve also had a bit of fun with can-versus-keg taste tests and they definitely hold up.”

Another licensee who has stocked cans but who has come to a different conclusion is Stuart Chapman-Edwards at The Albion Ale House in the Welsh town of Conwy.

“I started selling cans from Sierra Nevada and Flying Dog in 2013,” he says. “They looked good on the shelf, though often the

MAY 2016

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22/04/2016 17:40

“

The cans were good sellers immediately... and it almost felt like these punters were being unfaithful to a relationship with real ale

28 MAY 2016

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design of the can was more appealing than my carefully researched tasting notes for them,” he says.

“The cans were good sellers immediately. I found the age group 20 to 30 loved them and it almost felt like these punters were being unfaithful to a relationship with real ale that I’d spent time cultivating with them. I then decided to pull the menu when I saw a similar menu in Wetherspoons.”

Not all brewers are convinced, either. Take Thornbridge, secure in its historic position as the godfather of UK craft beer; however, no canning line clanks away in its brewing hall.

Head brewer Rob Lovatt first expressed his doubt on the brewery’s blog in 2014 and, writing at the start of 2016, he was firmer in his scepticism.

Best for beer?

“While cans are fashionable and are easy to carry around, we have to do what is best for our beer, which is why we have decided to invest in the KHS Filler instead —the Rolls-Royce of bottling lines,” he says.

Another brewery known for boldly flavoured beers is Bristol Beer Factory, where managing director Simon Bartlett also shows a reluctance to ditch bottles. He cites doubts about quality, image and branding as the reasons for his can scepticism and also puts forward an intriguing point for discussion.

“It seems to me the can is another opportunity to put out your most extreme-flavoured beer. I was at a tasting a fortnight ago and the first beer was in a can. It really was just like drinking alcoholic Lilt — only enhanced by the fact it was in a can,” he says.

There is one final point drinkers and licensees might like to consider: quality.

Not all cans are equal, as Dark Star’s sales and marketing director James Cuthbertson argues. “On small-scale canning I think the quality benefits are over-played, with too many brewers putting too long a ‘best before’ date on beer,” he says. “I think we want to promote a ‘drink fresh’ attitude to cans. This might restrict our volume of sales, but it’ll mean consumers will be drinking better beer.”

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14/03/2016 10:38 14:39 22/03/2016

eat

Europe has a rich and proud smorgasbord of culinary traditions, and our food is part of that whatever you think about our political future.

For centuries classic British fare such as beef wellington, star-gazy pie, summer pudding and good old roast lamb has celebrated the wealth of produce brought forth by our islands’ much-discussed climate. And it was a cuisine that conquered the world — as my grandmother used to say, the British Empire wasn’t built on bean sprouts.

Somehow, though, over the course of the 20th century, British food became a pan-European joke. As the pace of life speeded up and the idea that a woman might spend her time doing something other than basting a slow-roasting joint took hold, many of the more time-consuming classics fell out of favour and our food lost its lustre. Italians would throw up their arms in despair at the idea of “meat and two veg”, Frenchmen would smirk over their croque monsieurs at our cheese ploughman’s. While the Mediterranean nations were rightly recognised for their huge contribution to global culinary culture, Britain became viewed as the hungry man of Europe, barely able to make himself a sandwich.

UK’s favourite regional dishes

2

Cornish pasty

1

Yorkshire pudding

3

Devon cream tea

Source: Gourmet Society, independent survey of 1,009 residents

30 MAY 2016

p36-37 eat intro.indd 30

with BEN THRUSH

But another reason behind the wane of traditional British cooking is surely the huge variety of international cuisine our history and geography have exposed us to. Britons have always liked to travel, whether to take over other countries as was once the done thing, or just to take photos as we do today. And people from other countries have always wanted to come here. Thus Italian, Indian and Chinese dishes have long been staples of our national diet, with imports and influences from the rest of the world catching up fast over recent decades. When foreign friends ask me if it’s true our food is really that limited, I point out that in London you can find pretty much every dish the planet has to offer.

And in just the last few years, Britain has fallen back in love with food in a big way. Chefs are A-list celebrities, customers are interested in provenance as never before and they expect something special when they go to eat in the pub.

Our pubs have long been a draw for tourists and our industry is now perfectly poised to show the rest of Europe our food is no longer something to be mocked. Whether we’re in or out of the EU after June 23, where food is concerned, it’s time for Britain to retake its seat at Europe’s top table.

Is your roast Britain’s best?

Are your tatties title challengers? Is your gravy the greatest in the land?

The organisers of British Roast Dinner Week (September 26 to October 2) have issued their call for entries to their annual Britain’s Best Roast Dinner competition.

The winner will receive £10,000 worth of PR support, with prizes also on offer for regional winners.

The competition is sponsored by Colman’s and supported by Knorr. To find out more or to enter, visit www.britishroastdinnerweek.co.uk

trade.inapub.co.uk 22/04/2016 18:00

PRAWNS WITH SAFFRON & GARLIC COURGETTES, DATTERINI TOMATOES & ALMOND MIGAS Francesco Marsella Opera Tavern, Covent Garden, London

Saffron & garlic courgettes “The courgettes are cooked in butter, garlic and saffron until they are soft. I was doing these courgettes as a fish garnish in another place where I worked and I changed the presentation completely.

Prawns with courgettes are always nice.”

Smoked almond migas “Migas is a Spanish and Portuguese dish made by frying breadcrumbs. We add in crushed smoked almonds, which come from a supplier named Belazu. You can find them in Sainsbury’s.’

Tiger prawns “We buy our prawns from Direct Seafood.

They’re fried in Manzanilla sherry.”

Datterini tomatoes

Tapas at The Opera Tavern

“These are a bit like cherry tomatoes but not really round, more like the shape of a plum tomato, and a lot harder. We get them from a supplier called Natoora.”

“We are close to the theatre, so it fills up quickly, then people all leave at once before the performance. Most of our tapas dishes take seven to eight minutes to get out, nothing takes longer than 12 minutes. People enjoy the concept of sharing dishes while talking and drinking. I’m Italian and there are a lot of similarities between Italian and Spanish cuisine, so I can play around a lot with the ingredients.”

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22/04/2016 18:00

No menu’s an island Hard though it may be to admit in patriotic pub grub circles, British cuisine has always been open to European influences.

When the Romans departed Britain after a few centuries in charge, they left us a couple of culinary curiosities behind — the rabbit and the edible snail. That’s something for foraging gastropub chefs to think about as they bang on about their British food credentials.

Moving on, while the Germanic Angles and Saxons seem to have been fairly straightforward, chuck-it-on-the-grill types, the Normans bought a more refined approach after 1066. Spices and flavours such as almond, clove and ginger found their way into British cooking under the Normans. This French influence reasserted

itself in 1890, when fabled chef Georges Escoffier took over the kitchens at The Savoy in London and defined dining out for the next century.

So, whatever our relationship with Europe looks like once the dust from both the referendum and the Euro 2016 tournament has settled later this summer, the Continental influence on pub menus seems certain to continue.

The transatlantic route

Of course, many European foods have found their way onto British menus via the transatlantic route. The most recent Menurama survey of the casual dining sector, conducted in winter 2015 by industry analyst Horizons, shows the burger remains the number one meal in terms of its appearance on menus: ● Although there are a number of rival claims to its creation, the hamburger seems to be an evolution of the Hamburg Steak, a fried meat sandwich made popular in the USA by German immigrants ● The Menurama data reveals the average price of a burger is £9.51 on pub menus, compared with a £9.91 average price across the casual dining sector as a whole ● Although burgers are the top main course, they are starting to feel the squeeze from other dishes. Menurama shows a decrease of 12 per cent in the number of burger meals on casual dining menus from summer 2015 to winter 2015. ● Variations on the theme are the chicken burger, the second-most commonly seen dish on pub menus with an average selling price of £8.28, and the veggie burger, at number 18 in pubs with a £6.99 average price.

The next-most popular European influence on menus is the pizza. Flatbreads cooked with topping predate even the

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22/04/2016 18:08

eat.

“

Once the dust from both the referendum and the Euro 2016 tournament have settled later this summer, the continental influence on pub menus seems certain to continue

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Romans, and as a culinary style the pizza is well established in many European countries in various forms, as well as being brought to the USA by the Italian community and then imported back. In today’s market: ● Menurama shows pizza is the most widely served dish in restaurants and the second most widely served across casual dining menus as a whole.

Pizza is only the 14th most ● widely-found dish on pub menus, but is on the increase, up from number 19 in summer 2015. This in part reflects the growth of freshly cooked pizza menu concepts in the managed pub sector. ● Pub pizza is a bargain; the average price is £8.85 in pubs compared to £11.15 across the casual dining sector as a whole.

fellow is practically the embodiment of European harmony. Be aware, in other countries a range of species are served as scampi. ● Lasagne — it’s game, set and match to the Italians, with beef lasagne at number 16 in Menurama’s pub dish rankings, with an average price of £7.43. The dish can be traced back to Roman times and in its current form has been a popular dish in the Naples region for centuries.

Mixed favourites

The frankfurter, or hot dog, is the final player in the Europe-to-America triumvirate.

Although it hasn’t yet found its way into the top pub meals as measured by Menurama, the hot dog is the 13th-most commonly found dish on casual dining menus across the whole sector, with an average price of £7.42. This compares with an average of £7.64 for sausage and mash on pub menus, where this pub classic is number seven on the list of most commonly seen dishes.

Other pub dishes from the Menurama survey with a European influence include: ● Scampi — scampi and chips is number 13 on the Menurama list of pub dishes, with an average price of £7.48. This is actually pan-European, since the word is the plural of the Italian for shrimp, while UK law defines scampi as the shellfish species also known as the Norwegian Lobster or Dublin Bay Prawn — the little

European menu influences The Menurama analysis of different influences across the casual sector proves the dominance of Italianderived food. The figures show the percentage of dishes found from a particular country, averaged across all menus.

Italian French Spanish Mediterranean Portuguese Greek Belgian Cypriot German

12.8% 3.4% 1% 0.5% 0.4% 0.3% 0.2% 0.1% 0.1%

MAY 2016

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22/04/2016 18:09

Crumbs, that’s tasty

by MATT ELEY

“

Pubs could do a pop-up bakery and stick a bread on the bar with a beer, and you have a unique offering that would be a talking point and attract new customers

34 MAY 2016

p34-35 stella bread v2.indd 34

What could make more natural bedfellows than bread and beer?

They are comprised of virtually identical ingredients and are pleasures that Brits probably enjoy more than most.

So it comes as no surprise that when given the chance to make bread to go with beer, , stars of their own Channel 4 TV series, were up for getting involved.

Likewise, was keen to get a slice of the action when AB InBev, brewer of the beers the bread was being created to complement, invited us along to the brothers’ Hobbs House Bakery.

In the picturesque Cotswolds market town of Chipping Sodbury, older brother Tom Herbert (Henry is 10 years his junior) shows me around the bakery. It used to be the Herbert family home, and our work will take place in the former lounge, now the base for the breadmaking and cookery courses that are proving ever more popular with a bakingmad public.

Tom jokes that the town they grew up in has similarities with Royston Vasey. So it makes sense that the products we are making today will contain plenty of “special stuff”.

First up is the Spelt & Barley Pineapple Soda Bread.

The mission for the Brothers was to create bread that works with the brewer’s beers.

The slightly controversial addition of pineapple reflects the aroma of Stella Artois.

And it is easy to make, no kneading required. You simply mix the ingredients (spelt flour, buttermilk, sea salt and baking powder) in a bowl until you get a satisfying gooey consistency, dollop them in a your baking tin and cook for 20 to 25 minutes.

Even I managed it, with a little expert help.

The cornbread to go with Corona (made with maize like the beer and topped with limes) is just as quick and easy.

The other breads are slightly trickier to create but match equally well with the beers.

Beer is generally not used in the production of the bread (Tom feels little benefit remains after cooking at high temperatures) but the ingredients are picked to match the nature of the brews.

Earning a crust

So while creating, baking and eating the bread with the beer is all great fun, how can it benefit pubs?

Tom explains: “Beer is great with food and the soda bread recipe is so simple that I can’t see a reason why a chef or a cook in a pub couldn’t easily make something like that.

“They could do a pop-up bakery and stick bread like that on the bar with a beer and you have a unique offering that

trade.inapub.co.uk 22/04/2016 18:18

eat.

Bread & Beer The Baker brothers and AB InBev’s matches Stella Artois Spelt soda bread with pineapple chunks and a hop glaze matches the fruity profile of the beer Hoegaarden Spiced orange and coriander brioche, a spicy and complex bread to go with this premium brew Corona Sea salt and lime encrusted cornbread, matches the beer in tastes and looks

Inapub editor Matt rises to the challenge with brothers Tom (left) and Henry Herbert

Leffe Blonde Traditional sourdough made with malt and Hobb’s House Bakery’s 60-year-old organic rye sourdough starter Budweiser Bud tiger bread is crisp with a subtle hoppiness and ideal for toasting Becks Vier A seeded loaf with dried apple and walnuts to match the taste profile of the beer

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would be a talking point and attract new customers.”

AB InBev thinks so too, which is why it has created a toolkit for pubs to use.

Along with recipe cards to make the breads, the brewer is supplying pubs with ideas on how the bread can work in the pub.

It could be a simple snack on the bar, part of the menu or the basis for beer and bread events and bakery classes.

Tom suggests that a bread night is an original idea that could appeal across the board. “A bakery and beer night is new and we have found that it works for women as well as men. It’s friendly. You could go the whole hog and engage your customers with making it as well, depending on your set-up.”

It’s also relatively inexpensive for pubs to do. “The beer is made with simple ingredients and so is the bread. There’s nothing funky that you wouldn’t get at home. People love real bread and where it comes from,” adds Tom. Henry explains that the soda bread works well as part of a ploughmans and the cornbread is an ideal accompaniment to a chilli.

“It’s a marketing point and a way of getting people to stay for longer.

“Imagine a big pan of the chef’s secret ingredient chilli along with a Corona and the cornbread.”

And then there’s the smell. For there’s nothing much more welcoming than the aroma of freshly baked bread. Apart, from perhaps, freshly poured beer…

MAY 2016 35 22/04/2016 18:18

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06/04/2016 18:26 11:41 22/04/2016

Breaking into British

by HUGH THOMAS

Walk into many pubs and £5.50 pints, tarte flambées and Sauvignon on tap aren’t the sort of things you first expect. But, ladies and gents, just any pub the Galvin HOP is not.

The reason is acclaimed restaurateurs the Galvin brothers have made their first foray into the pub game, bringing with them the Michelin-star ideas that epitomise their fine dining empire.

The two began their careers in a

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restaurant run by celebrity chef Anthony Worrall Thompson and, after 20-odd years following separate paths, Chris and Jeff reunited to launch their own, Bistrot de Luxe, in 2005.

Eight subsequent joints have followed.

Only this time, it’s different.

“This time, we had an opportunity to be British,” says Chris, who has become more used to French cuisine’s techniques in a career that is now in its fourth decade. By no coincidence, the care the French have for food prep translates into everything the HOP, in London’s Spitalfields, has to offer.

Take the Galvin Dog Deluxe, with its black truffle and Sancerre mustard, Alsatian chucrut (sauerkraut to you and me) and potato starter brioche bun. Not forgetting the frankfurter itself, which took four months to develop.

“We wanted all kinds of cuts in a sausage, but we also wanted that distinctive crack

MAY 2016 37 22/04/2016 18:29

Galvin ventures Bistrot de Luxe, Baker Street Galvin at Windows, Park Lane Galvin La Chapelle, Spitalfields Galvin Demoiselle, Harrods The Pompadour, Edinburgh Galvin Brasserie de Luxe, Edinburgh Café a Vin, Spitalfields (now Galvin HOP) Galvin HOP, Spitalfields

“

If you’re putting something back in the community, I swear people will use your pub 38 MAY 2016

p37-38 galvin bros.indd 38

when you bite into it.” Having collaborated with a butcher to try pork, lamb, and beef casings, eventually they found a breed of pork that fitted the bill.

Chris says he enjoys creating dishes like these much as he does his Michelin-star ones. You have to wonder though, with a portfolio of restaurants that provide luxurious food in a formal setting, why they decided to get into an industry that’s generally at the other end of the spectrum. “We looked at Charlie McVeigh’s Draft House venues, Truscott Arms (Maida Vale), and Duck & Rice (Soho). We saw you couldn’t be as starchy as a restaurant, and you had to be a bit more funky, a bit more cool.”

During their research, which involved “learning a lot and drinking a lot,” Chris noted the high demands of starting — and running — a new pub. “It’s something that needs to change. The more we’ve learned about pubs, the more we feel for landlords.

We were shocked at how some of these people are expected to make a living.”

The solution, according to Chris, is to specialise. “Pubs need to have a smaller selection, but invest time in those products to get the best there is. Let customers know the brewer’s work that’s gone into getting beers to their pub and out the pump. People will travel a long way for that.”

Shipping unpasteurised Pilsner Urquell direct from Prague — not to mention offering

biodynamic wine (a sort of ultra-organic wine, if you like) from the tap – shows the Galvins know what they’re talking about.

The project is a constant evolution for the Galvins, and they’re not afraid to admit they’re learning on the fly. Is there anything that, in turn, pubs can glean from them?

Charm doesn’t cost anything

“Pubs need to be more inviting – make sure the loos don’t stink, give people a lovely welcome. That’s what some pubs are really smart at, because they know these things don’t cost them anything. They’ll go, “here, try this guest ale.” What’s a thimbleful cost? Nothing really. If you’re putting something back into the community, I swear, people will use you.”

Whether or not you’re a fan of the Galvins and their plans for expansion, what we’re seeing is two things. Firstly, restaurant standards are trickling down fast into the pub industry. Secondly, this effect could be the standardising of a new breed of pub — the brothers’ second, The Green Man in Chelmsford, is on the way later this year.

While this will inevitably mean a few bumps in the road (the Galvins wasted a lot of money putting adverts for pub staff in the wrong places), pubs can’t ignore the methods introduced, nor the enthusiasm behind them: “It’s a joy for me,’ says Chris. ‘Being born British and creating a pub? I can’t tell you how excited I am about it.”

Top dog: The pub’s Royale Dog Deluxe with Pilsner Urquell

trade.inapub.co.uk 22/04/2016 18:30

PROMOTIONAL FEATURE RISING STAR

A smarter way

Celebrity chef Colin McGurran is the freeholder at the Hope & Anchor in South Ferriby, North Lincolnshire. He’s a loyal HEINEKEN customer and the focus of our Rising Star series, as we follow him through this year to see how he uses HEINEKEN’s many and varied business support tools to help grow his business. This month we’re looking at how HEINEKEN’s innovative SmartDispense system is making a difference to the pub’s staff, customers and bottom line.

Smart move

Colin had the SmartDispense system installed before he opened 18 months ago and says it was one of the reasons he opted to sign up with HEINEKEN rather than another supplier in the first place.

“As it was an entirely new team here when we opened, I was looking for something that would be able to guarantee consistency of quality and minimise wastage,” he says.

“SmartDispense means we don’t have to clean the lines every week, as a HEINEKEN technician comes and does it once every four weeks instead. We’ve only ever had one small issue with it, some fobbing, and they came and fixed it straight away.”

Quality dispense

As a food-led pub serving premium beers at an extra 10p or so compared with other pubs in the area, Colin also knew SmartDispense could ensure he served a perfect pint to every customer every time – it’s even become a talking point.

“You can see the unit from the bar and customers do ask about it. When we explain what it does they are impressed that we care about the quality of the beer so much, and so it has become something we brag about.”

What is SmartDispense?

SmartDispense is a cold draught system that is 20 per cent more energy efficient than traditional coolers.

It works by cooling the beer as it leaves the keg, removing the need for cellar or under-bar chiller systems. It also helps to reduce wastage, line cleaning is required only once every four weeks, meaning lower costs, and the units are easy and quick to install.

HEINEKEN’s category and trade marketing director, Andrew Turner says…

“There has been no real innovation in dispense systems for decades, which is perhaps why licensees are so pleased with the results our systems deliver.

“The unit raises the quality of the serve with a cold delivery system, providing a perfect pour every time. It’s the quality of the first pint which encourages your customers to order a second and Smart Dispense can help licensees offer just that.”

Next time: How HEINEKEN’s marketing tools will help Colin drive footfall through the summer.

For more information, please visit www.smartdispense.heineken.co.uk

p39 heineken adv.indd 39

22/04/2016 18:37

This summer’s winning line-up

With our unmissable live sport and your unbeatable atmosphere, we’ll help keep your tills ringing all summer.

Here are just 3 days from an action-packed summer of live sport...

28 MAY

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FREE TO AIR CHAMPIONS LEAGUE FINAL

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CHAMPIONSHIP PLAY-OFF FINAL PRO12 FINAL MONACO GRAND PRIX QUALIFYING SUPER LEAGUE RUGBY BMW PGA GOLF ENGLAND V SRI LANKA TEST CRICKET

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Finbar Holian, Landlord The Claddagh Ring, Hendon Showing Sky Sports for the 25th year

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OR VISIT

business.sky.com/pubs T&Cs: Champions League Final available on a Freeview or BT platform, box and set up costs may apply. Free to Air events shown on non-Sky channels and are available without Sky subscription. Sky Sports requires Sky subscription, equipment and installation. Scheduling may be subject to change. Eligibility subject to credit checks. Further terms apply. The F1 Logo, F1, FORMULA 1, FIA FORMULA ONE WORLD CHAMPIONSHIP, GRAND PRIX and related marks are trademarks of Formula One Licensing BV, a Formula One group company. All rights reserved. Calls to Sky cost 7p per minute plus your providers access charge. Correct at time of supply 15.04.16.

15/04/2016 17:47 16:39 15/04/2016

play with MATT ELEY If you’re a sports pub, the next few weeks should feel a little bit like Christmas: we will have the conclusion to the most memorable Premier League season for years, the Champions League and Europa League finals, domestic and European rugby action and a load of other major sporting events. Oh, and did I mention the Euros (see pages 46-50)?

But what if you just don’t do sport? Some will try for the big events and others will avoid all sports like an unwanted call from the bank so as not to alienate regulars.

There are of course plenty of other options to pull

customers in over the summer months. Speaking to our Let Me Entertain You contributor (see opposite page) was very revealing. Initially, Jeff said his pub didn’t do much by way of entertainment, then proceeded to reel off functions that would have attracted much of the area’s population in recent weeks.

A lot of the time pubs are doing it without even realising it.

People go out less these days — there is no getting away from that — but they still want to be entertained. Pubs need to give them good reasons and, if you provide them, they will come.

YOUNG PUB-GOERS GIVE UP ON GIGS Around two-thirds of people have not attended a live music performance in the last year, according to new research by audiovisual specialist AVonics.

Pubs looking to attract music fans might want to focus on those aged between 25 and 34. They are the most likely to attend gigs, with nearly half (46 per cent), saying they had done so in the past 12 months. The least likely to attend are the 18 to 24-year-old group, with 70 per cent saying they hadn’t been to a live music performance.

The Live Music Venue Trust was established in 2014 to protect venues and to lobby local government.

John Marsh, managing director at AVonics, says: “Something the Live Music Venue Trust has been campaigning for, and which is very important, is greater involvement from local government in providing tax relief for grass-roots music venues and to establish a fairer system regarding noise complaints.

“It isn’t something that is going to happen overnight, but live music venues are an important part of British heritage and something needs to be done to reverse what is an increasingly worrying trend.”

42 MAY 2016

p42-43 play intro.indd 42

trade.inapub.co.uk 22/04/2016 18:45

FA Cup final

Once more bringing the curtain down on the domestic season in its traditional slot, albeit it with a tea-time kick off. BT Sport and the BBC recently extended their rights deals to 2021.

Saturday May 21, 5.30pm, BT Sport/BBC

Champions League final

Pic: Carlos Yo

After the semis at the start of May we will know if Man City have a chance to win their first Champions League title.

New manager Pep Guardiola’s Bayern Munich side could lie in wait. The Football League play-offs and rugby’s Aviva Premiership also conclude.

Jeff Mitchell, The Foresters Arms, Lower Cumberworth, Huddersfield

Saturday May 28, 7.45pm, BT Sport

Much of the entertainment at The Foresters involves the menu, with events such as Fish & Fizz Fridays, Pie Nights on Wednesdays (25 per cent off pies and a pint of cask for £1) and kids eat for £1 on Tuesdays.

However, food is not the only driver of extra trade.

Mondays have become known for “The Quiz Night with Quizmaster Jack”.

Jeff says: “It’s a fun, family quiz that has built up well and isn’t particularly competitive. You don’t get people looking under the table at their phones for the answer. Mondays would otherwise be very quiet.

“The rest of the entertainment is provided largely by our function room, which we hire out for free. It is used for all sorts of things: it has held 50 people for a renewal of vows service and around 55 for sit-down meals.”

Recent uses include corporate meetings, birthday parties, funeral receptions, golden anniversaries and a choir group meeting. “With it being free we attract all sorts and they appreciate it and come back again,” Jeff adds.

Happening this month First Test: England v Sri Lanka

With so much football going on the Test cricket team is in danger of being overlooked. After the disappointment of the Twenty20 World Cup final, Ben Stokes will be looking forward to pulling on the national shirt more than anyone else.

Thursday May 19, Sky Sports

Double Bank Holiday

Good old May with its two Bank Holidays, making the world feel a better place. The early one is followed by the spring Bank Holiday which, for many, will lead into half-term at schools.

Mondays May 3 and 30

Premier League finale

Can Leicester complete the fairytale? Will Spurs win their first league title since 1961?

Who will join Villa in the Championship next year? All these questions will be answered on what could be a thrilling end to the season.

Sunday May 15, 3pm, Sky Sports

Let me entertain you

National BBQ Week

What better way to mark the start of summer than with a barbecue? Dust it down and fire it up. Find out more at www.nationalbbqweek.co.uk Monday May 30- Sunday June 5

trade.inapub.co.uk p42-43 play intro.indd 43

22/04/2016 18:46

IF CARLSBERG DID SUBSTITUTIONS

Probably the best beer in the world.

Claim / source: Carlsberg most accepted lager vs. Carling and Fosters. Jan & Feb 2016, MWB Brand tracking data.

Please Enjoy Carlsberg Responsibly

193000282 PAGES V2.indd 1

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13/04/2016 12:19

23/04/2016 09:15

play.

Dominate the Euros

by MATT ELEY

Pic: BP/ Rex / Shutterstock

p45-46-47-48 Euros.indd 45

Can it really be 20 years since England last threatened to win a major tournament?

Back then we were on home soil and had Scotland for company in the group.

This year the action takes place just a little further afield in France, and England are joined by another home nation in Wales.

So will the similarities continue with a promising England team making a major impact on the tournament? Could they even end the 50 years of hurt (yes, 50) or will Wales or Northern Ireland steal their thunder?

Whatever happens,

Euro 2016 is set to be a major occasion for UK pubs with fans desperate to watch the action with friends and then celebrate or drown their sorrows. Here’s our 1 to 11 guide to success at the Euros.

1. Turn the TV on and shout about it

TV coverage is split between BBC and ITV, but just pressing the on button and waiting isn’t enough. According to Sarah Allaway, category development manager for Carlsberg UK, sponsor of both the Euros and the England football team, pubs need to do more to tell customers what they are up to. She tells Inapub: “It’s amazing how many customers don’t know what’s going on. The most important thing you can do is tell them. If it’s posters or your Facebook page, tell them what’s on and what they can get in the pub.” To help, Carlsberg is distributing 10,000 point-of-sale kits to pubs. It is also relaunching its Premier Sports Club as a digital support tool. Fifty pubs will be rebranded by the brewer as The Three Lions for the

23/04/2016 09:08

INSTALL CARLSBERG

tournament, or at least as long as England stay in it.

BEFORE 31ST MAY 2016 AND STOCK MINIMUM QUANTITIES FOR 20 WEEKS...

2. Don’t bank on England

Carlsberg predicts the tournament could be worth £60m to the on-trade but it could be even more if one of the home nations goes all the way. Judging by the last football World Cup you shouldn’t bet your pub on that. In fact one company – Siepe Sports – is even offering insurance against England failing to get out of the group. This is the biggest Euros ever with 24 teams and with the action close to home pubs have a great chance of celebrating the entire tournament.

Sarah adds: “There’s a feeling of optimism and perhaps more so because the focus isn’t just on England. There’s more chance to get behind the competition. We are expecting more people to be getting out and into pubs than ever before.”

75%

3. Promote the smaller matches

It shouldn’t be hard to work up enthusiasm for England, Wales and Northern Ireland games but what about the rest? Fans do want to watch the other games but you may need to tempt them out with Would be more encouraged to watch football if there was promotions or themed menus. Albania v Romania, for example, may require no queuing at the bar some creative thinking.

Carlsberg Insights Report 2015/16

4. Work out the staff formation

One thing football fans do not like doing is waiting four deep at a bar, missing the action while a junior member of staff struggles to find the “lager” button on the till.

You need to beef up your squad and put your star players in the thick of the action for the big games. Pre-poured drinks, bottle buckets and table service are all options you could consider for the tournament.

5. Build an atmosphere

If you can’t be at the game, the next best thing is being in a pub, says received wisdom. A screen and a four-pack at home are the enemy. Sarah says: “In the last few years people have invested in their homes so they have big screens but they don’t have as many people and they can’t generate the same atmosphere. Build around that

Please Enjoy Carlsberg Responsibly

p45-46-47-48 Euros.indd 46

trade.inapub.co.uk 23/04/2016 09:08

...TO RECEIVE*

32” HD Ready TV

and really celebrate it.” Also use this as part of your social media marketing strategy.

6. Play your food up front

Of course football fans are going to want to drink but these days they eat as well. We know, the world’s gone mad. But they are unlikely to want to sit down for a threecourse meal, so quick and easy snacks may be the order of the day. Ayman Nasreldin, director of out-of-home at Walker’s crisps owner PepsiCo, adds: “Special offers such as multi-buys on game nights can encourage additional purchases.”

England POS Kit Welsh & Euro generic POS kits available on request

7. Make yourself heard

Fans want to hear what is going on. If a goal is disallowed they need to hear the commentator’s explanation why. So set the volume accordingly. If you have separate areas for football, consider zoning the sound.

Match Pint Free Trial until 1st September 2016

8. Exploit your space

The best sports bars have multiple screens so people can see the game from everywhere. If you can invest in more screens, think carefully about where you locate them. Some pubs have even installed screens in smoking areas and toilets.

9. Pick your target

Football fans are not all the same.

Carlsberg has identified four types who will all want to watch the action: fanatics, fans, flirts and followers. The first two want to watch every kick, spit

trade.inapub.co.uk p45-46-47-48 Euros.indd 47

1,000 Branded Cups

65%

Access to Premier Sports Club

Arrive 30 minutes before a game and leave at full time

Carlsberg Insights Report 2015/16 Please Enjoy Carlsberg Responsibly

*T&C’s: see overleaf for full details.

23/04/2016 09:09

and act of simulation. Flirts and followers want the game on but are more likely to be distracted by food or conversation. Each group is after a different experience so consider which ones you want on your pub.

10. Keep them in

Die-hard fans will focus on the 90 minutes of action so you need a plan to get them in early and keep them afterwards. The Euros will bring lots of people out so there are also opportunities to get people after games with an alternative offer. Or perhaps your pub could be a haven from the football?

Sarah adds: “It’s very difficult to please people who don’t want to be around the match, so know if it is right for your venue.”

11. Use the sweeper system

Once the action is over the clean-up operation has to start. The mood of the night will change when the game ends and a sparkling pub will attract more in from outside.

My Euros Steve Banks, The Chase

EURO 2016 KEY FIXTURES FRIDAY JUNE 10 France v

Romania

8pm

SATURDAY JUNE 11 Wales v Slovakia England v Russia

5pm 8pm

SUNDAY JUNE 12 N. Ireland v Poland

5pm

MONDAY JUNE 13 R. of Ireland v Sweden

2pm

THURSDAY JUNE 16 England v Wales N. Ireland v Ukraine

2pm 5pm

SATURDAY JUNE 18 R. of Ireland v Belgium

2pm

MONDAY JUNE 20 Russia v Wales England v Slovakia

8pm 8pm

TUESDAY JUNE 21 N. Ireland v Germany

5pm

WEDNESDAY JUNE 22 R. of Ireland v Italy

8pm

SATURDAY JUNE 25 – MONDAY JUNE 27 Round of 16 2pm, 5pm and 8pm THURSDAY JUNE 30 – SUNDAY JULY 3 Quarter-finals Every day at 8pm

The Marston’s pub in Rugeley, Staffordshire, had an early Euro treat when Carlsberg delivered the actual trophy to the pub for a few hours.

Manager Steve Banks said: “It was incredible to have that here, you don’t get things like that in Rugeley very often. We had loads of people coming in to have their photos taken with it.”

And more people will visit for the tournament in June, which Steve says is a key opportunity for the sports-mad pub. “We run three football teams, four rugby teams, darts and bowls teams. We are open to all sport and the Euros will be good for business. We have lots of Welsh and Irish customers so it will appeal to lots of people. I’ll be watching Wales and the Irelands as well, it should be a great tournament.”

He adds that the pub will be decked out with the flags of the home nations and staff will dress up. “We also build up to games in the hours before by playing songs such as Jerusalem and then the National Anthem just before kick-off.”

p45-46-47-48 Euros.indd 48

WEDNESDAY JULY 6 Semi-final 1

8pm

THURSDAY JULY 7 Semi-final 2

8pm

SATURDAY JULY 10 FINAL

8pm

23/04/2016 09:09

INSTALL CARLSBERG

BEFORE 31ST MAY 2016 AND STOCK MINIMUM QUANTITIES FOR 20 WEEKS TO RECEIVE*

32” HD Ready TV Access to Premier Sports Club

Free Trial until 1st September 2016

England POS Kit Welsh & Euro generic POS kits available on request

Please call 08453 710 199 Please Enjoy Carlsberg Responsibly

700 Branded Cups

Probably the best beer in the world.

*Terms and Conditions: Open to free trade outlet representatives, aged 18+, in Great Britain that have not stocked Carlsberg draught lager in the previous six month period (New Customer). Install Carlsberg lager in draught before 31 May 2016 and purchase a minimum of 2x 11G kegs per week for a period of 20 consecutive weeks from installation (Order Requirement) to receive one 32inch HD Ready LG TV; a free trial of the Match Pint app until 1 September 2016; access to Carlsberg’s Premier Sports Club for the duration that Carlsberg is installed and poured; 1,000 Carlsberg branded plastic pint cups and one football supporter’s POS kit which will include: 2x Carlsberg branded poster (1x A3 and 1x A2), 12x fixture posters, 1x EURO tournament wall planner, 1x “how to maximise the EUROs guide” and the following which feature England, Wales or EUROs insignia (outlets choice acknowledged but not guaranteed): 5x flags (1500x900mm), 2x 5m bunting and 5x fan wigs. In the event that the Order Requirement is not met, Carlsberg reserves the right to remove and repossess or require the return of the television and terminate the Match Pint free trial. One offer per New Customer. Not to be used with any other offer.

No cash or credit alternative. Images for illustration only. Subject to availability.

Promoter: Carlsberg UK Limited, 140 Bridge Street, Northampton NN1 1PZ

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13/04/2016 12:20 23/04/2016 09:22

This is how we do it We have the best pubs in the world, right? Well the Irish might argue with that, but what about other parts of Europe? Here’s what a few regulars think of the overseas offerings.

“

There’s nothing like the convivial atmosphere of people dancing on tables, lip-synching to a terrible cover of Bohemian Rhapsody 50

MAY 2016

p50-51 Euro v Brit pub culture.indd 50

Jon Howard, Englishman in Frankfurt

“Here in Deutschland the general pub atmosphere is always open and friendly, which makes it easy to be an expat.

Drinking establishments are packed especially on bank holidays, and at any time Bayern Munich are playing (“glory hunters” don’t just exist in the UK).

On the beer front, what you imbibe in a pub is normally the pride of that respective region, meaning choice can be limited. If you’ve had a beery weekend in the likes of Munich, or even in a beautiful small city like Bamberg, don’t expect such variety every-

where. But here in the Hessen region, there’s a ton of laid-back drinking holes serving local wines and spirits, and even outside Bavaria there are cavernous bierkellers that replicate the tried and tested approach of oompah bands and litres of beer.

The level of diversity therefore is very much on par with the UK. And to cap it all, 99 per cent of all pub food served isn’t boiled in a bag but actually fresh. If you like a bratwurst or stew, you’ll be laughing.

Nevertheless, festivals are the real highlight — and I’m not just talking Oktoberfest.

There’s nothing like the convivial atmosphere of people dancing on the tables, lipsynching to a truly awful cover of Bohemian Rhapsody. Don’t knock it till you’ve tried it!”

Ben McPartland, Englishman in Paris

“Anyone frequenting French bars and cafés during Euro 2016 will have to face sitting down, quietening down and paying up. The type of vertical drinking you see in English pubs is virtually non-existent in France.

Instead, you’ll squeeze into a tiny chair around a tiny table and hold what will seem to you a tiny glass of beer. In France everyone sits down. If there are no seats at a bar, people either queue or leave.

“Then there’s the noise. I need ear plugs

trade.inapub.co.uk 23/04/2016 09:33

play. when I go in a pub back home now. In French bar culture people talk quietly and loud belly laughs are virtually banned.

“Prices in bars in France might come as a shock to many, especially on the terraces of bars in Paris. You could pay €10 (£8.50) for a pint. There are different prices depending on where you sit too. Standing at the bar, which is normally reserved for local drunks, is always the cheapest option.

“Another difference is the lack of bouncers on French bars and cafés, basically because people don’t get as drunk as they do in the UK.”

that you’ll never feel pressured to rush your drink or leave by the barista, you’ll always be welcome whether you’re only spending €1 on a coffee or more on beers or spirits or wine. And the fact that you get all ages going in, from the kids for their Coca-Cola, to the old guys who want to put the world to rights.

“

There are different prices depending on where you sit.

Standing at the bar, which is usually reserved for local drunks, is the cheapest option

trade.inapub.co.uk p50-51 Euro v Brit pub culture.indd 51

Line Elise Svanevik, Norwegian in Brighton

Ciro De Lellis, Italian in Ipswich

“A big difference with an Italian bar is that it will be up and running at 6am. For most of the day you will get mainly men popping in to have their first dose of espresso. A lot of the customers will be inside for less than two minutes. You might even stop by to pick up your breakfast which could be a lovely salami and mozzarella panini.

“One thing that’s makes a good bar is the atmosphere. Although a little bit of this comes from the barista, it’s mainly the clients who provide it. And it doesn’t matter if you don’t know anyone in the pub, an Italian isn’t shy to give his opinion on the latest issue. As the day progresses and the temperature rises, the bar becomes a place to cool down and shelter from the heat with gelato, granita or my own favourite, Peroni.

“One of the beautiful things about a bar compared with some places in England is

“We don’t really have a pub culture in Norway — at least not anything that would resemble that of the British. Sure, we have places that look like pubs, where alcohol is served and friends meet for a drink on the weekend. There are even a few super-trendy brewpubs in Oslo now, but there’s something fundamentally different about them.

“For me, more than anything else, it’s the social aspect. British pubs (mostly) are so friendly and inviting — they feel like your mate’s living room. It’s somewhere people don’t mind going for an hour before they meet their friends, because you never know who you’ll end up chatting to and it feels comfortable to be there, even on your own.

“But I do believe this is due to the inherently different nature of Norwegian and English culture in general — Norwegians tend to keep themselves to themselves, which is why the chatty British pub culture would perhaps never catch on.

“And then there’s the whole food aspect of it — I mean, so-called Norwegian pubs don’t tend to have proper food. And what’s a pub without a roast dinner? Not a real pub in my eyes, anyway.”

MAY 2016

51

23/04/2016 09:34

PROMOTIONAL FEATURE

Did you know your fridge is your secret salesman?

Are you making the most of this opportunity to drive sales?

The packaged category, including bottled fruit ciders and craft beers stocked in the fridge, offers a significant profit opportunity for licensees.

T O P

Already worth nearly 2.4bn to the on-trade1, the category continues to grow1 in line with consumer trends.

T I P S

T O

RANGE

LAYOUT

As sub-categories currently in growth, there are always new fruit ciders and craft beers launching throughout the year, so licensees should ensure they regularly review their range to capitalise on these innovations.

Position premium products at the top of the fridge and make the most of the profit margins they offer. Try multiple facings to draw the customer’s eye to certain lines.

D R I V E

VISIBILITY TRAINING 38% of consumers admit that visibility influences their decision2. Keep the bar clear and clean so as to not block the view of the back-bar fridge.

This should also be a consideration when placing PoS – obstructing the fridge will only hide what you have on offer.

1. CGA Strategy Brand Index MAT data to 26/12/2015

p52-53 diageo adv.indd 52

S A L E S

Frequent cider and craft beer drinkers are more likely to experiment2 by trying something new, and are more likely to choose their drink at the bar — so make sure staff are trained to confidently communicate the range available.

2. Peach Brand Track, July 2015

24/04/2016 09:23

PROMOTIONAL FEATURE

CASE STUDY: THE DUCHESS OF CAMBRIDGE UNLOCKING SALES POTENTIAL IN THE BACK BAR Last month, Diageo visited West London pub, The Duchess of Cambridge to put its expert packaged products advice into action. Assessing sales of

the category and back-bar fridge merchandising, the team provided best-practice top tips and identified opportunities to help improve profits.

A D V I C E

I N

A C T I O N

Andy Caddick, Manager of The Duchess of Cambridge, comments: “We were excited to have the team in and put the advice into practice. We were advised to consider our range, maintain stock levels, re-think the arrangement of the fridges, try sampling and look at promotional displays. The process has been hugely worthwhile and we’ve enjoyed seeing these small changes drive sales and customer engagement.”

1 ‘We made a conscious effort to keep a close eye

2 ‘Our biggest

on back-bar stock levels. In doing so we

merchandising within the chilled space. Not only does

were able to take note of the most popular selling lines to ensure we have the right range. We’ll continue to do this to make sure we are always on top of customer demand.’

Sales of flavoured cider increased by

30%1

success is the new approach to

it look more appealing, but it showcases our range and shows off exactly what we have on offer. With warmer weather on the way we’ll be looking to our fruit ciders and putting more focus on these brands in our back-bar fridge. ’

3 ‘We’ve introduced packaged product branded bar runners and we are

using our wall fixtures and back-bar to display stock. As a result we saw a peak of interest from consumers on premium lager that we had not previously seen. It got our customers’ attention with very minimal effort from us. ’

4 ‘We ran sampling activity with customers as well as our staff and it proved to be a great way to get people involved in a more personal way.

With our customers, we timed the sampling to happen during the Six Nations final matches and it worked really well in raising awareness. ’

Sarah McCarthy, Category Development Manager at Diageo, comments: “It was great working with The Duchess of Cambridge; they took on board all of our advice and saw the benefits. We are confident the changes made will continue to increase the profitability of their packaged product offering. “ The category holds so much sales potential for licensees and we hope the journey with The Duchess of Cambridge over the last six weeks has demonstrated how this can be unlocked with a few simple changes.”

Bottled beer sales increased by

75%1

FOR MORE INFORMATION PLEASE VISIT WWW.SPIRITS-REVOLUTION.COM 1. Stats from The Duchess of Cambridge EPoS data, Jan- March 2016

p52-53 diageo adv.indd 53

24/04/2016 09:24

back-bar business

Anna Mathias is a barrister with national licensing law firm Woods Whur. The niche firm acts for clients in the licensed trade throughout the country. Please contact Anna at anna@woodswhur.co.uk or on 0113 234 3055

www.woodswhur.co.uk

KEEP IT LEGAL The National Living Wage will shake up staffing in our industry

“

The ALMR estimates hours worked in the licensed hospitality sector will drop by a colossal 11 per cent as a result of the National Living Wage

54 MAY 2016

p54 law.indd 54

As of April 1, 1.8 million workers in the UK are now better off as a result of the introduction of the new National Living Wage (NLW). Announced in the summer 2015 Budget, it is set at £7.20 per hour and compulsorily payable to all workers aged 25 and over.

This is 50p higher than the National Minimum Wage (NMW), which remains payable to 21-24 year olds. This means a full-time worker aged at least 25 who had been on the NMW will earn around £940 more over the course of the coming year, now that she benefits from the NLW. In addition to 1.3 million of those workers, the change benefits around 500,000 who previously earnt an hourly rate somewhere between the two figures.

The NLW is still somewhat lower than the voluntary Living Wage, which continues to exist, set by the Living Wage Foundation at £9.40 for London and £8.25 everywhere else. Some 2,300 entities are currently signed up to pay those rates, which are based on the actual cost of living, whereas the NLW is based on median earnings nationwide. The government has asked the Low Pay Commission, which will recommend the rates going forward, to aim for a NLW that attains 60 per cent of that median by 2020.

By that stage, the Independent Office for Budget Responsibility (IOBR) estimates that a full-time worker on the NLW will have earnt £4,400 more than they would have done had they remained on the NMW previously in force.

The IOBR has also warned, however, that by 2020 as many as 60,000 jobs could be lost through employers cutting back their

workforce as they struggle to pay the new rate. Figures released by the Association of Licensed Multiple Retailers suggest that the NLW will result in four million fewer hours a week being worked in the UK, with the licensed hospitality sector being particularly badly hit — the ALMR estimates that hours worked there will drop by a colossal 11 per cent.

Some organisations have pointed to an element of unfairness underlying the NLW — after all, a 24-year-old will potentially earn 50p less than a 25-year-old for doing the same work. In addition, the new measure will undoubtedly have a greater impact in the North, North-East and South-West of the country than it will in London.

There are also various ways that employers can get out of paying the NLW — quite apart from only employing those aged under 25. For example, if a business offers accommodation to its employees, it can deduct a charge (up to £37.45) a week from salaries — and this is not included in the calculation. The retailer B&Q has come under fire for cutting other employee benefits to enable it to pay the new rate.

Perhaps inevitably, the issue has been dragged into the Brexit debate, with some in the “out” campaign claiming that the draw of the NLW — the fourth-highest in the EU — will outweigh any advantage that the “emergency brake” on migrant benefits renegotiated by the prime minister might achieve. Whether an extra 50p an hour will make any difference at all to immigration, though, remains to be seen.

trade.inapub.co.uk 24/04/2016 09:27

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27/01/2016 02:32

back-bar business

Tips from the top Next Generation is sponsored by

Industry experts provided invaluable career advice and insight to Next Generation members at our first event at Sky’s studios last month.

Here’s what they had to say.

Katie Byrne

Local business outreach manager, Yelp Supported by

“Top web search results for local pubs are rarely the pub’s own websites but reviews in the media, bloggers and review sites.

“Negative reviews aren’t necessarily bad for business but the way you respond to them is key.”

Andy Turner

Category & trade marketing director, Heineken

“Four out of five consumers know the type of drink they are going to have on entering a bar but less than 50 per cent have a predetermined brand.

Mark McCulloch,

Founder and chief executive, We Are Spectacular

“A business is made-up of three vital parts: culture, product/services and reputation.”

Peter Borg-Neal Oakman Inns

“When I go to a music festival I always

p56-57 next gen.indd 56

check out which food van has the biggest queue and see what they are serving.”

Andy Wingate

Category manager, Heineken

“Craft beer is not just an urban fad: the power behind the trend is a macro societal movement towards greater authenticity and individuality.”

Chris Lewis

The Lewis Partnership

“The worst thing you can do is get cocooned in your own business. Get out there and be inspired.”

Aaron Moore-Saxon Aspirational Pubs

“Look as much outside the industry to learn about customer service as in. You can learn a lot from a car showroom or a supermarket.”

Becky Salisbury Salisbury Pubs

“Employ better people than you and put your staff first.”

24/04/2016 09:52

“

Above: Licensee Chris Williams

takes a mixing masterclass with Diageo

Matthew Guest

Diageo Bar Academy

“It’s not upselling but ‘recommending with skill’.

Below: Mark McCulloch and Katie Byrne in action

And what Next Generation members thought…

Andrew Preston

The Appleby Inn, Tamworth, Derbyshire

“There are things from today I will take back and put into the business immediately and it was good to meet different people and hear about their experiences.”

Chris Williams

The Chandos, Weston Turville, Buckinghamshire

“These events are fantastic to meet other professionals with wide ranging experience and tap into their knowledge.”

Ben Bullman,

The Boaters, Kingston-upon-Thames

It was incredibly useful and a great chance to speak with some industry experts who have progressed through to running

their own groups. I most definitely would recommend it and take part in future dates.”

Matt Todd

The Wonston Arms, Winchester

“The day proved to be a priceless insight into how to make my business sweat and both grow my customer base and generate more revenue per visit. When is the next one please? If you missed it, you missed out don’t make that mistake twice.”

Are you part of the Next Generation?

Next Generation is a group for the future stars of the trade. Events are open to licensees, managers. and deputies who want to make more of their business, establish new contacts and help drive the industry forward. Details of our next event will be published soon. To register your interest in NextGeneration email

nextgen@inapub.co.uk

MAY 2016 57 p56-57 next gen.indd 57

24/04/2016 09:52

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back-bar business

There’s an app for that

by MATT ELEY

Whether you’re a technophobe or a technophile, there’s no doubting the growing impact tech is having on the pub world. Here we give you an update on developments that could help your business. iPint

Carling brewer Molson Coors has partnered with leading football management game Football Manager for its iPint app. Users will now be able to take part in quizzes to win prizes and appear on the leader board.

The app also allows users to receive discounts

p60-61 apps.indd 60

at pubs, on Carling and Sky day passes and gives them the chance to win prizes such as holidays. Alpesh Mistry, customer marketing director at Molson Coors, says: “Our new partnership with Football Manager is the perfect example of how we are leveraging relationships with like-minded brands to generate consumer excitement and increased loyalty in the beer category.

“Our long-term objective is not only to build the most significant loyalty app, but to continue to ensure we utilise relationships with a number of key partners to unlock value for our customers both in the on- and off-trade.”

The app has previously ranked as a top 25 free app.

Zonal Acquire

After 18 months of development and an investment of £750,000 Zonal has launched Acquire, a purchase-to-pay system optimised for mobile, so licensees can use it anywhere and at any time. It can be used alone or integrated with Zonal’s Aztec EPoS to provide real-time data and control over stock and suppliers. Zonal’s director of online commerce, Helen McMillan, says: “We have started rolling Acquire out to our customers and

25/04/2016 12:05

“

Venues can communicate directly with users and send personalised rewards to create a happy dining community, ultimately increasing sales

Need a hand?

Don’t forget that Inapub can also provide you with a website, social media support, training and integrating your website with your social media channels. For more visit www.inapub.co.uk

trade.inapub.co.uk p60-61 apps.indd 61

Zapper… paying by scanning a QR code saves time for customers and gives pubs loads of good data as well

feedback has been extremely positive. With one of Zonal’s largest development teams working on the product we intend to keep it at the forefront, identifying and developing new features alongside our customers as their businesses adapt and change.” www.zonal.co.uk

Zapper

Launched last year in the UK after proving a success in South Africa, Zapper is an app that allows customers to pay by scanning a QR code on the bill with their phone.

The benefit for them is the time they save by not having to wait for a waiter. There are perks for pubs signing up, too, notably data.

For a start you get the name, spend and information on whether that customer has been before. An online dashboard also tells people when app users are active and what their spending habits are.

There is also a popular rate and review option, which provides pubs with instant feedback on their performance. Text alerts warn of poor reviews, which means licensees can undo any damage before an unhappy customer takes to another channel. Vouchering and loyalty systems can be used through the app as well.

Gerry Hooper, chief executive of Zapper UK, says: “Venues can communicate directly with users and send personalised rewards to create a happy dining community, ultimately increasing sales.” www.zapper.com

YapJobs

This new app and website has been designed to connect employers with the best candidates for jobs in real time. Big names signed up to the app include Le Meridian Hotels, Gaucho, Carluccio’s, Bang & Olufsen, Costa Coffee, The Ivy and Abokado. It has also just received £1m in funding. Posting jobs is free. Find out more at www.yapjobs.com

Stay in a Pub

Pub accommodation website Stay in a Pub has hit the milestone of 1,500 pub listings. It has also just released bestpractice guidelines on the site for pubs with rooms, covering everything from breakfast through to using social media.

New initiatives on the site also include gift tokens, which can be purchased online and are redeemable at all 1,500 pubs.

The site charges pubs a flat fee rather than taking commission. For this pubs get a detailed listing with photos that direct customers to their own booking engine.

Stay in a Pub founder Paul Nunny says: “The guidelines will enable licensees to see how the best operators manage and market their accommodation business and pick up tips to raise their own game. This will ensure the growing number of people who stay in a pub enjoy an experience that encourages them to return and recommend it to others.” www.stayinapub.co.uk

MAY 2016 61 25/04/2016 12:05

time at the bar

PLATE OR SLATE? Where the nation’s publicans stand on the really big questions Mitch Adams The Bull Highgate, London

Mitch Adams ran family freehouse the Thatchers Arms in Suffolk before becoming the licensee at renowned brewpub The Bull in Highgate. He is also a beer blogger and something of a whiz when it comes to matching beer and cider with food.

Plate or slate?

I suppose it depends if you are serving food or styling rooms, if it’s food then probably a plate. I’m not necessarily against things being served on anything other than a plate but if it has a sauce, using something without a rim is just appalling.

Cask ale or cocktails?

I would say cask ale but, that said, I went to the Brooklyn Brewery recently and tried its Improved Old Fashioned which is a beer that tastes like the cocktail and it was incredible. The London Brewing Company (which operates from The Bull and sister pub The Bohemia) has created a Negroni beer in collaboration with Almasty Brewery.

We tend not to do cocktails at the Bull but we do some nice long drinks.

Background music or silence is golden?

Background music at the same level as the conversation. I’m in a pub now — not The Bull — and there’s no music. It has all the atmosphere of an airport waiting lounge.

Dyson Airblade or hand towels?

As a customer I actually prefer hand towels but we have a drier at The Bull which is more economical and environmentally friendly. I found out recently you can now get a rusted cover to go over your Airblade to make it more hipster. We haven’t gone down that route.

Table service or order at the bar?

Ordering at the bar is chaos, people forget where they are sitting and they often move so you can’t find them. At least if you take the order at the table there’s a good chance they’ll stay there. Definitely table service, it’s much more civilised.

Staff uniforms or wear what you like?

I’m not a fan of uniforms. I think someone’s personality should be allowed to shine through.

Dogs allowed or the only animals are on the menu?

They have to be allowed. It’s not a good pub unless there’s a pub dog.

The Bull’s pub dog Dylan recently passed away. He was a rescue dog and you can help raise funds for dogs like him by visiting www.justgiving.com/Crowdfunding and searching for PubDogDylan

trade.inapub.co.uk p62 plate or slate.indd 62

25/04/2016 12:12

TOP

10

EUROS MOMENTS

Immortal scenes from the Continental competition 1. Panenka So good it was named after him. Antonin Panenka had the nerve-jangling task of taking the vital penalty in the 1976 final shootout for Czechoslovakia against the Germans. Bold as brass, he softly clipped it down the middle. Mimicked by many since, but never bettered.

2. Van Basten

Pic: Rex / Shutterstock

sensational — lobbing it over Colin Hendry before volleying past Andy Goram — but his celebration was hilarious. With players spraying water down his throat he mimicked the “dentist’s chair” boozing sessions the press had lapped up. The government later banned dentist’s chairs from UK pubs despite there being little evidence the practice had ever taken place.

1988 was a tough year for England but a great one for Marco Van Basten. He scored three against Bobby Robson’s side before volleying home one of the greatest ever finals goals from a ludicrous angle as the Dutch beat the USSR.

6. Holland humbled

3. Lineker off

7. ‘Come on!’

Need a goal to qualify? Graham Taylor decided to replace England’s greatest goalscorer since Bobby Charlton with Alan Smith. We lost to the Swedes, went home and Lineker was left stranded on 48 goals and a penniless future in obscurity.

Penalty shootout redemption for Stuart Pearce when he blasted home against Spain in 1996. His guttural cry of “come on!” truly laid the ghost of 1990 to rest. He scored again in the semi-final shoot-out against Germany. But we lost that one. Obviously.

4. Denmark

8. Greece

The Danes were on the beach when they found out they had snuck in through the tournament‘s back door after Yugoslavia were disqualified. They went on to win it. John Jensen scored a screamer in the final then netted just once in 138 games for Arsenal.

When Greece beat hosts Portugal in the 2004 opener it sent shock waves around the world. Three weeks later they repeated the trick to win the tournament. Makes all those matches in between seem a bit pointless.

5. Dentist’s chair

They weren’t pointless for an 18-year-old skinhead who looked like he should have been on the terraces rather than the pitch.

Wayne Rooney announced himself on the world scene with four goals and a series of match-winning performances. Then he hurt himself against Portugal and we went out.

Gazza’s goal against Scotland was

1996 was special. The tune of Three Lions bellowed out of Wembley as we gave the Dutch a Total Football masterclass with a 4-1 win. That “one” stopped Scotland getting to the knockout stages.

9. Wayne’s World

10. Viva España A word for the champions. Spain breezed past all in 2012, smashing four past Italy in the final. That aura of invincibility has gone but they will still be a threat this summer.

MAY 2016 63 p64 top 10.indd 63

25/04/2016 12:25

THE COLLECTION TIN What pubs around the country are doing to help good causes Viola Beach Tea 25ml Agwa 25ml Gin 25ml Sugar syrup 50ml Pineapple juice 35ml Orange juice 25ml Cranberry 15ml Grenadine Dash Blue Curaçao Pour the grenadine in to a Highball/Sling Glass then add crushed or cubed ice Add all the other ingredients to a cocktail shaker with ice. Shake and strain slowly into the glass over the ice and grenadine.

Stir slowly until a sunset effect forms at the bottom of the glass.

Finally, add a dash of Blue Curaçao to the side of the drink and garnish with three pineapple leaves, orange peel and an umbrella.

Left to right: Viola Beach – River Reeves, Jack Dakin, Kris Leonard and Tom Lowe

The families of an up and coming band who tragically died in Sweden are asking pubs and bars in Warrington and beyond to get mixing in their memory.

The members of Viola Beach — Kris Leonard, 20, River Reeves, 19, Jack Dakin, 19, Tomas Lowe, 27, — and their manager Craig Tarry, 32, all died in a car crash near Stockholm on February 13.

Family members are now raising funds for a permanent memorial in Warrington Town Centre and want pubs and bars to sell Viola Beach Tea to help the cause.

The cocktail was created by Dead Eye’s in Warrington and the recipe is available for other venues to replicate. Dead Eye’s is selling the cocktail for £5 and donating £2 from each sale to the Viola Beach and Craig Tarry Memorial Fund. The families want other pubs to do the same.

A letter from the families was sent to pubs in the area this week.

It states: “The memorial, once commissioned, will mark the musical impact Viola Beach and their manager made on the town.

“It will also provide an opportunity for everyone in the town to reflect on what might have been for the band and their manager and provide inspiration for us all. Believe in your dreams and anything is possible.”

The cocktails are part of a wider fundraising drive taking part across the country, which included a memorial concert at Warrington’s Parr Hall on the date Viola Beach had been due to play a homecoming gig.

•

To donate to the cause visit www.warrington.gov.uk/violabeach

Are you raising funds for a great cause? Let us know at editorial@inapub.co.uk

64

MAY 2016

pp63 collection tin.indd 64

trade.inapub.co.uk 25/04/2016 12:48

A Pimm’s party kit worth £300 N I W for The Patron’s Lunch

Britons are set to spend more than £1bn celebrating Her Majesty The Queen’s 90th birthday, with over a third planning trips to pubs, bars and street parties over Saturday 11 and Sunday 12 June. Inapub and Pimm’s have joined forces to help pubs get involved.

As the finale to this national weekend of celebration, The Mall in St James’s Park, London, will host the greatest street party to celebrate The Queen’s patronage of over 600 charities and organisations on the occasion of her 90th birthday. The event is anticipated to increase footfall for pubs as the nation comes together to raise a glass to Queen and country.

The action doesn’t stop in London. There will be Patron’s Lunch inspired events taking place all around the UK and Commonwealth giving communities the opportunity to raise funds and awareness for their local charities and organisations.

Pimm’s is already giving the on-trade a helping hand to capitalise on the weekend, giving away 74,000 pitchers, 80,000 pitcher stirrers and 75,000 metres of bunting.

However, one lucky Inapub reader will be able to treat their customers to a party fit for a queen, receiving a kit worth £300, including £100-worth of stock and Pimm’s-branded bunting, jugs, chalkboard, Jenga, T-shirts and more to help set the mood.

Ten more licensees will get kits worth £70 to give their festivities a royal twist.

“We’re thrilled to be supporting The Patron’s Lunch in London and helping outlets up and down the country benefit from the British occasion with our activation kits,” said senior brand manager Joanna Segesser.

p55 pimms comp.indd 55

HOW TO ENTER To be in with a chance of winning just send your name and pub details to diageo@inapub.co.uk Please include the words “For she’s a jolly good fellow” in the subject line.

5 Ideas for a fun-filled knees-up • • • • •

Host a Patron’s Lunch street party Organise a cake sale and donate the

proceeds to a local charity Raise funds by hosting a garden party with a tombola, coconut shy or hog roast Run a Great British-themed quiz Hold a croquet competition

The Patron’s lunch celebrates charity and fundraising — why not get involved and raise some cash? Find out how by visiting www.thepatronslunch.com

24/04/2016 09:38

time at the bar

HAIR OF THE DOG Tales of the unexpected from the wonderful world of pubs Vote with your butts art way How about this for a sm ting disget tts of stopping fag bu outside ent em pav carded on the Sutton n’s do Lon in bs Pu b? the pu the l tria have been the first to ournew ballot bins, which enc e with vot a ke ma to rs oke age sm h suc s ion their dog ends. Quest r mie Pre the win as “Will Leicester or in — t exi “Br and League?” a third out?” have led to around instead s bin the of smokers using d the oul “sh m the k As of the floor. ?” and ded cin res be ban ng smoki uld be we are sure the figure wo even higher.

Find out more at www.ballotbins.co.uk

Lethally low-alcohol Admonishments from the health lobby over alcohol consumption are nothing new. As evidenced by this headstone Inapub spotted outside Winchester cathedral, 17th-century folk were just as concerned about their ABV. There has been a change of emphasis over the centuries though — the cautionary tale of Thomas Thetcher warns that he died from drinking beer that wasn’t strong enough.

Here sleeps in peace a Hampshire Grenadier Who caught his death from drinking cold small beer Soldiers be wise from his untimely fall And when ye’re hot, drink strong or none at all.

Or, in modern parlance, please drink responsibly.

Snacker squawks its last Was it the pork scratching that did it?

Sad news from the Rising Sun in Cotman’s Ash, Kent, where their pet parrot was recently found dead, clutching a pork scratching in his claw.

It is not known whether the tasty morsel led to Charlie’s demise, but landlady Michelle Hunter told the local press that, along with cashew nuts, it was his favourite treat.

Charlie, who was believed to be in his forties, had been a familiar to regulars for decades after Michelle inherited him when she bought the pub.

What we can confirm is that he is now definitely an ex-parrot.

Donald, duck!

With the US pres idential election looming, the Re frontrunner is a publican successful self-m ade businessman never been afra who has id to think outside the box in search of a buck.

Now he’s applyin g that same spirit of en terprise to the realm of po litics, capturing hearts and minds with his at tentiongrabbing and ou trageous statements.

So he should ap prove of the tips glass on the bar at Brighton’s East Street Tap. Punters certainly seem to, with donations ro lling in for the cause…

trade.inapub.co.uk p66 hair of the dog.indd 66

25/04/2016 13:01

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