4 minute read
106. Inapub Spring magazine 2024 - Hot this Summer
Hot this summer
by ARCHIE MILLS
As England and Scotland gear up to take on Europe in June and with Sunak and Starmer bracing for a snap election in July, pubs and bars need to draft a sizzling summer strategy to make the most of the excitement. Here’s a look at some hot trends that will keep punters coming back for more.
Pick and mix
By providing variety, pubs can offer something to keep customers coming back and attract new ones.
Lucy Farrell, category manager at Kopparberg, says: “Prioritise meeting diverse customer needs before duplicating products. Exercise caution when duplicating offerings, ensuring a comprehensive assortment that includes mainstream lager, value lager, with a preference for draught apple cider, and primarily packaged fruit cider. Failing to satisfy one in a group may reduce dwell time and lead to losing the entire round. While not every dissatisfied customer leaves, their likelihood of returning diminishes.”
And remember, it’s not just about offering a range of drinks. Jennie Higgins, licensee at The Fox & Hounds in Riseley, Bedfordshire. says: “You have to offer different reasons to visit the pub. Getting people here is key to getting them to come back. That’s why we pride ourselves on friendly service, an amazing food menu, being dog-friendly, and having a large garden. We provide a variety of entertainment with a weekly rhythm that includes anything from afternoon tea to quiz nights to music festivals.”
Exciting taste experiences
Bold flavour trends in alcoholic drinks are continually evolving, driven by customer demand for new taste experiences.
“Embracing flavours is integral to what we do,” says Dan Berger, owner of Blinker Bar in Manchester. “We give a nod to The Martini and Old Fashioned, but the rest of our menu, that we change monthly, is influenced by British seasonality. Customers are definitely on the lookout for new taste experiences and are really up for trying new things.” Emily Richards, owner of Caru Spirits, says: “Just have a good time with different flavours. I’ve learned not to worry too much about playing safe. I’ve been truly blown away with how much customers love my (at the time random) creation Caru in the Dark.”
Moderation does not compromise
With an increasing number of drinkers looking to moderate their alcohol intake, it’s crucial for venues to offer unique and appealing options. By providing sophisticated alcohol-free options, pubs can cater to all customers without compromising on quality or taste.
Jennifer Runciman, head of category development for the on-trade at Diageo GB, suggests stocking alcohol-free versions of popular spirits to help customers navigate the category. “It is important to treat these options not as soft drinks but as a category in its own right,” she says.
She recommends serving Gordon’s 0.0% with tonic and in appropriate glassware to offer an experience to those who are not consuming alcohol.
Summer sports to fuel beer boom
This summer’s packed sporting calendar presents a golden opportunity for publicans to pack in the punters, particularly with England the favourites at UEFA Euro 2024.
Sunny Mirpuri, on-trade sales director at Budweiser Brewing Group, predicts a surge in overall beer sales, saying “41% of pubgoers choose to buy beer when watching England matches”. Sports fans also spend an average of 36% more when eating and drinking out, compared to those who don’t watch sports when visiting on-trade outlets.
“In previous international football tournaments, the premium and world lager categories were the biggest winners,” adds Sunny.
Don’t forget the dog!
Pubs and bars that welcome dogs but don’t cater to them are missing out on the “hound pound”. Nick Marsh, a hospitality expert and co-founder of The Canine Menu, says. “One in three people owns a dog and a Kennel Club study found 55% of owners would stay longer at a place if they had their dog with them, and 52% would spend more,” says Nick. “Dogs enjoying treats is something owners love to share on social media. This builds a buzz around your venue. When you cater to dogs, their human companions follow.”
Providing a menu for dogs keeps them occupied, settled, and better behaved, meaning their owners stay longer and spend more.
As we gear up for summer, pubs and bars have the opportunity to shine by embracing the trends of variety, flavour, and moderation. By offering a range of drinks, entertainment, and food, venues can create an inviting atmosphere that caters to all (and their dog).
So, get ready to ride the wave of sporting triumphs and political drama, and make your venue the ultimate hotspot for summer fun!
