Spirits continue to be the fuel for growth of alcoholic drinks in the on-trade, tapping into consumer trends for premiumisation, choice and experience.
It is a hugely vibrant and exciting category and provides licensees with a real opportunity to differentiate their offer and capitalise on these trends, to ultimately drive more money through their tills.
But realising this opportunity is not just about stocking spirits. It is important to inspire your customers to choose spirits through your range, menu and communications; sell spirits with bar staff recommendations, premium options and cocktails; and serve with consistent high quality.
Inside this Bar Essentials guide you will find lots more information on each of these elements, along with simple recommendations of best practise. You will also get to hear from some people leading the way with spirits on how they have unlocked the potential of the category for their outlets.
We hope it inspires you to join the Spirits Revolution!
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