Making the most of Halloween and Bonfire Night

Ghost walks and films

At this time of year, the Red Lion in Hockley, Birmingham, part of the Urban Art Bar Group, acts as the final stop in the city’s annual Ghost Walk, where a group visits various spooky sites around the city, such as the graveyard and the catacombs.

General manager Tom Freeth says: “Everyone gets really into it, it’s quite a nice, friendly atmosphere.” As well as encouraging customers and bar staff to dress up, Freeth stresses the importance of pushing sales when it comes to unusual Halloween-themed food and drinks.

“We always come up with a cocktail to give to people when they come in, as well as serving a few bespoke cocktails options to sell across the bar, on the night” he says.
“We do specials on the board for Halloween, like frogs’ legs or pumpkin soup, we like to do things a bit differently on the night.”

Licensees can also make the most of their indoor space to create a unique atmosphere for customers. Yummy Pub Company’s Gorringe Park pub in Tooting, London, has a cinema in its basement and shows films all year round. The pub will be screening A Nightmare on Elm Street and the original Halloween on the night. 

Similarly, the Black Swan, in Ockham, Surrey, part of Greene King’s Metropolitan Pub Company estate, will be showing An American Werewolf in London, where scenes in the original film were shot.

Bar manager Jordan Pelly says: “We’ll have a new drinks list at the end of September, which will include some classics and some signature drinks for Halloween and Bonfire Night. We’ll be setting up the outside bar with big batches of mulled cider as well as mulled ginger and tonic.”

Food and drink

Trade marketing manager, independent on premise, at Molson Coors, Paul Machin-Davis, says: “It’s best to take advantage of the days leading up to Halloween itself, especially the nearest weekend to 31 October when everyone really gets into the spirit. “A Halloween-themed menu could be an opportunity to trial new dishes and introduce beer and food pairings.”

The Gorringe Park, in Tooting, south London, will be doing just that with a menu that includes signature dishes such as the ‘battle-axe burger’ and the ‘Halloween hot apple pie’, accompanied by the ‘zombie cocktail’ and the ‘dry-ice pumpkin cocktail’.

General manager Paul Stewart says: "The idea will be to make it as much fun as possible and do something different from everyone else."

Licensees should also make sure they cater for those who are not drinking, with their soft drinks supply well stacked up.

Amy Burgess, trade communications manager at Coca-Cola European Partners, says: “Even for events without a family focus, it’s important to consider that many adults are now drinking less alcohol, with as many as one in five now teetotal, highlighting the opportunity presented by soft drinks to increase sales during Halloween and Bonfire Night.

“To add a sense of occasion, pubs and bars may wish to get creative with their soft drinks offering, by creating non-alcoholic-themed mocktails to best suit the occasion.”

Remember, Remember

Getting involved with events in the local community is a great way to attract more customers and add excitement to the night. Make your site a pit stop for families with special food offers, such as a hog roast, before they head to a firework display.

On Bonfire Night, the Chailey Bonfire Society in Lewes, East Sussex, is celebrating its 50th birthday, an event the Five Bells in Chailey Green greatly benefits from every year.

Licensee Andy Wiles says: “Bonfire Night is a big part of the community and it brings everyone together. There is a procession that starts from the local school to the field where the bonfire is held. It helps brings many people to the pub as they make their way to the bonfire. It’s one of our busiest nights of the year.”

The pub sets up an outdoor bar, serving a hog roast and bespoke beers, mulled cider and other warming winter drinks with live music.

Beer festivals 

Hosting beer festivals over Halloween is another way to push wet sales by encouraging customers to try new brews.

The Exmouth Arms, Finsbury, north London, is hosting its first Black Beer Festival running for a week until the 31 October. The pub will offer different bottles and draught dark beers with food matching.

General manager Phoebe McCluskey says: “It will mostly be a selection of stouts and porters and we’ll be decorating the pub to get into the Halloween spirit. We always wanted to have a beer festival and we thought we’d combine it with Halloween.”