Bottled water becomes stuff of profits for hosts

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Related tags: Bottled water, Consultative selling, Bottle

Greene King pubs that implemented a scheme to boost consumption of bottled water saw sales rise by almost one quarter on average ­ with 10 out of...

Greene King pubs that implemented a scheme to boost consumption of bottled water saw sales rise by almost one quarter on average ­ with 10 out of the 58 outlets that took part showing an increase of more than 40%. The pubs adopted the "Five Point Service Plan" ­ devised by bottled water supplier Strathmore ­ which gave tips on the best ways to serve water, primarily with food. "The outlets that complied with the plan saw an average increase in water sales of more than 23% while the top 10 performing outlets saw an increase topping 40%," said Ray Kemish, Strath-more's national account manager. "The few outlets that did not comply all achieved less than 6% ­ clear evidence that a simple and successful plan implemented by licensees will increase customer satisfaction and drive incremental sales." Licensee Billy Manning from the Danebury Hotel in Andover, Hampshire, sold the highest volume of Strathmore water during the promotion ­ and won a weekend for two at a Bordeaux vineyard, plus six months' supply of Stowells wine, as a prize. The scheme was part of Strathmore's "Turning Water into Wine" campaign to encourage customers to buy more bottled water. Strathmore is the market leader for bottled water in the on-trade, with its range currently growing at 23% in volume per year ­ compared to 15% growth in the bottled water market as a whole, according to analysts AC Nielsen. Strathmore's selling tips

1. Ask customers if they would like water with their food or wine.

2. Serve the water chilled ­ but with ice at customer's request only.

3. Pour water into a clean glass, half fill, and present to customer with bottle and glass together.

4. Offer lemon or lime when serving over the bar, or place slices of each on a side plate at the table.

5. Remove empty bottles from the table. Ask the customers if they would like a repeat order.

Related topics: Other operators

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