Size matters for Bacardi
Bacardi Brown-Forman (BBF) has hailed the success of its spirits optics conversion programme and says the age of the 35ml serve is here to stay.
The programme, which converts all optics in a pub or bar from 25ml to 35ml, was started in early 2003, and now BBF has just completed its 20,000th pub conversion.
Sources at the company see this landmark as just the start of the process which will eventually see the majority of pubs and bars go 35ml.
"The 20,000th conversion is a major milestone for BBF and the UK's licensed trade," said Fraser McGuire, senior trade marketing manager for Bacardi rum. "I think it's indicative of a major change in attitude from both a consumer and a trade point of view.
"This year we've had a massive response to 35ml upsizing and we expect this to continue into 2006 as more outlets embrace 35ml optics and cash in on the major profit uplifts that larger measure sizes can deliver," he added.
Mr McGuire also said much of 35ml's success was down to increasing awareness of the need to encourage responsible drinking.
"Thirty-five millilitres is an optimum service size and brings spirit alcohol levels in line with other alcoholic drinks," he said. "A 35ml of spirit plus a mixer is equal to 1.4 units - the same as a half pint of beer or a 125ml glass of wine.
"We think upsizing to 35ml measures is a win-win for everyone as bars serve responsible drink sizes and increase profits, customers are happier, and the category experiences healthy volume growth."
The landmark 20,000th conversion took place at the White Hart in Maidenhead, which has been managed by Richard and Karen Heath for the last year. Mr Heath said their decision to upsize to 35ml was a 'no brainer' for the business.
He said: "The majority of our customers are spirit or ale drinkers and I think it made sense for us as a business to capitalise on that. It's really competitive in this area so any initiative or advantage that helps us to increase our profits, keep our customers happy and retain our patrons is worthwhile."
