Good measures

Guinness UDV is championing the move to upsize spirit serves to 35ml so bars can reap the benefits.

How many people pour themselves a 25ml spirit measure at home? Not many. Yet this continues to be the choice of many pubs and bars in the UK.

With this miserly measure on offer, it's no wonder that spirits are considered poor value in the on-trade (fact: 43 per cent of pub-goers do not drink spirits because they don't see them as good value for money).

With a drive to move the standard spirits serve to 35ml, Guinness UDV is championing the campaign to bring the UK more in line with our counterparts in the rest of the world. Currently more than 11,000 outlets in the UK are reaping the benefits of upsizing their standard spirit measure size.

Research shows that even with a 20 per cent price increase, nine out of 10 spirit drinkers would prefer a 35ml measure (compared to a 25ml measure) and this is supported by data from outlets that have made the switch to the larger measure.

The findings of this research are echoed by Hammy Baroudi at The Sugar Bar in Nottingham. "We are selling more products, the takings have gone up and customers are enjoying a nice drink in the bar," he said.

But if it's a bigger measure, customers will just drink less?

Not so, according to Hammy Baroudi. "People are drinking more spirits overall, for instance a gin drinker can now taste the gin in their drink," he said.

"I think that people who get used to the 35ml taste, want it. I would say that as much as 50 per cent of our alcoholic sales are now on spirits."

These views are backed up by a survey of over 400 drinkers, that Guinness UDV completed, which found that switching to 35ml measures had a positive impact on frequency of spirit drinking and the number of spirit drinks people tend to consume during an evening.

Results from an extensive testing programme (across more than a dozen managed chains and numerous independent bars) show an average uplift in profit of around 15 per cent.

Research and testing suggests a price increase of around 20 per cent is best to deliver improved value for the customer and enhanced profitability for the publican. This is in line with upsizing initiatives in other categories and has been supported by the findings from 35ml activity to date where unit sales have increased and consumer feedback has been positive.

Simon Etchell, who is a stocktaker in the Manchester area, said: "Recently I've advised several customers to switch. Even though converting to 35ml slightly decreases gross profit, it does increase cash takings.

"The bar gets more sales through the till and consumers get a better value product. I tell bar owners to make the switch now and beat their competitors to it. It's far better to make slightly less gross profit per drink but increase takings overall."

Obviously one of the key challenges is to communicate the change - otherwise customers may only pick up on the price increase. Through good communication of the increased measure and better value, outlets have encountered few (if any) queries around pricing. Guinness UDV has developed a wide range of point-of-sale, from posters through to stirrers. This not only communicates the increase in measure size (40 per cent larger spirits), but also educates consumers on relative strength offerings across categories, and on the improved value and drink quality.

Finally, there is the question of strength and drink-driving. Most people are surprised by the strength of spirits - a couple of 35ml-based gin and tonics still represents less alcohol than a pint of premium lager, two premium packaged lagers or a large (250ml) glass of wine. We asked Hammy Baroudi from The Sugar Bar to sum up in a sentence the effect that the 35ml measure has had on his bar.

"My customers are happy, the cash take has gone up, and we have got a much better spirit offer," he said.

For more information, please speak to your local Guinness UDV business development executive.

A perfect serve​

A perfect serve makes perfect sense, not just for the on-trade but for consumers, too. In fact, bar owners are missing out on profit uplifts of between 10 and 20 per cent by not following simple but effective "serve" guidelines while consumers are being denied the "full brand experience".

Current research shows that when consumers order a spirit and mixer they have differing experiences: the measure varies from outlet to outlet; the glass size is different (even within the same outlet) for exactly the same drink; some people get ice and some none at all; then there's the difference in the type and amount of fruit that goes into the glass.

Improving "serve" ensures that customers will enjoy their drinks more, drink them more often and return to the outlet more often.

How can you make the difference?​

Guinness UDV Great Britain is pioneering the drive to improve standards of "serve" across the on-trade under the banner ESP - "Every Serve Perfect" - which details the correct "serve" of beer, wine and spirits and has three main objectives:

• to make great serve so simple outlets can easily deliver it after training
• to make the right hardware/equipment accessible so that outlets will always use it and use it correctly
• to make the programme so motivating bartenders actually want to deliver a great serve.

By following a simple process, profit uplifts of between 10 and 20 per cent could be right around the corner:

• introduce a simple and consistent standard across all types of drinks
• invest in the relevant hardware and equipment to make it happen
• train all your staff on the standards
• constantly refresh the staff training to ensure it is being delivered.

1: Simple standard​

Follow this three-step guide to the perfect long drink:

• preparation: Fill a clean, cool 12oz glass full of ice
• pour: Add 35ml of premium spirit and fill to the top of the glass with chosen mixer
• serve: Finish with a wedge of appropriate fresh fruit and present to the customer.

2: Hardware and equipment​

Glasses:

• 12oz glasses should be used for long mixed spirits, and 8oz glasses for shorts
• nine out of 10 people said that a 12oz glass with 35ml of spirit and full to the top with mixer delivers the preferred taste (MMR study)

Ice machine:

• Filling the glass with ice is essential as it keeps the drink cool - the more ice the less the dilution of the drink as it will all stay frozen for longer.

If you have any queries on technical equipment and hardware, or would like to know about our preferential rates please contact your local Guinness UDV Business Development Executive.

3: Train your staff​

Without educating your staff you will not be able to deliver consistently good drinks. Passing on the message can be done in several ways:

• run your own training session - bring them all together; tell them the standard; show them and get them to show you
• on-the-job training - take the opportunity when it is quiet to show individual staff members the new standards
• send your staff on a training course - there are several available through the British Institute of Innkeeping, also Guinness UDV now has a training academy as part of the Every Serve Perfect (ESP) scheme. This will show two members of staff all they need to know for drinks serve, plus provide you with a hardware starter pack and an ongoing incentive scheme, all at no cost. If you are interested please contact the ESP hotline on 0121 472 9020.

4: Refreshing the message​

This can be done through on-the-job training or set training sessions. Incentives usually help and with the ESP scheme this is already