Stocking up for xmas: Food

Food obviously plays an important part of the Christmas experience for pubs.

Have a cracker of a pub lunch​

In most households, Christmas is a time for excess. Mums behave as if the family is certain to get snowed in for at least a month and take care to stock up. The fridge is bulging and everyone is eating turkey in a variety of forms for weeks to come.

Pubs, however, need not be like mums. "You're not stocking up for a famine," said Woodward Food Services marketing manager Phil Marshall. "Food suppliers deliver frequently these days. After all, it's our busiest time as well as yours."

He pointed out, too, that Christmas sales should, if anything, be more predictable as people book their festive dinners in advance. There's no excuse for having too many sprouts left on your hands.

As for what you should stock, Phil advises that there's always a place for tradition, but licensees also need to generate a point of difference.

Customers are more willing to experiment and don't want to keep eating turkey.

"Our sales actually show an uplift across our entire range at Christmas time with a particularly big increase in starters, desserts and products that may be suitable for buffets," he said.

It's not just the food you put on the table that counts, either. Wholesaler King UK has noted that licensees are taking more care over the selection of tableware to bring a seasonal touch to their catering.

"We are seeing a number of new trends including a shift towards co-ordinated tabletop products, including matching crackers, napkins and table covers," said King's purchasing manager Sue Bell.

"Customers are also opting for convenient, themed products, such as party boxes, to liven up their tables, demonstrating that an increased level of attention is being shown to the look of the tabletop.

"Unsurprisingly, red and green remain the best selling colours for Christmas products," she added. "Although increased use of cream and gold shows a growing interest in sophisticated dining."

King's new Christmas catalogue introduces new products including a pre-decorated Christmas tree, Santa's eggs containing miniature toys, reindeer antlers and flashing Christmas hats.

Spirits of Christmas​

Liqueurs, especially cream liqueurs, come into their own at Christmas. Baileys, for instance, is the first choice for many when it comes to choosing an indulgent festive tipple, and while brand owner Diageo has been at pains to deseasonalise the drink it is not ignoring the opportunity.

As well as TV advertising, plans are in place to put Baileys at the heart of the UK's burgeoning coffee culture by encouraging people to drink a Baileys Latte as a daytime alternative by mixing espresso, Baileys and steamed milk.

The peculiar attraction of liqueurs among women has not been missed by scotch-based brand Glayva. Marketing manager Fiona Kennie points out that "an increasing number of women go out for drinks with friends at Christmas so it is a crucial period for the liqueur market".

"After-work socialising is more popular and the prevalence of women drinkers in the marketplace increases the potential for cocktails and more alternative drinks choices," she added.

Meanwhile, rival Scots liqueur Drambuie is to get its first ad campaign for many years along with a new push for Drambuie Cream.

Stocking fillers​

• Martell cognac is getting into the festive spirit with a pudding made to its own recipe under the Orlando Murrin's name. "It is about the brand getting back to traditional basics," said marketing manager Mark Davis.
• Don't forget to look out for those Christmas cask ales to give your pub a seasonal flavour. They don't have to be hideously strong - Robin Bitter, available from Stockport brewer Frederic Robinson throughout November and December, is a rich, full-bodied beer with a hint of liquorice at just 4.5 per cent ABV.