Take the soft option
You might think selling soft drinks in pubs at Christmas is akin to opening an off-licence on the road to Mecca - pretty pointless. Christmas is a time when even the occasional pub-goer will walk through the door looking to indulge themselves. Surely soft drinks are just for designated drivers?
According to Andy Slee, trading director at Coca-Cola Enterprises, this is far from the truth. "It's probably a surprise to people that the busiest time of year for soft drinks is Christmas - it's not the middle of summer."
Couple that with the knowledge that drinks volumes over Christmas increase by 20 per cent against an average week, then you know that festive soft drinks are big business.
Andy believes licensees have to convince customers of the value of soft drinks against any other category - particularly as you will have non-regular visitors to your pubs.
"The most crucial thing overall is to offer value for money on soft drinks. Very often occasional users come into a pubs at Christmas time and so that is your opportunity to present your pub as a great place to come to, rather than sitting at home watching Sky.
"People will go to pubs that have the best value-for-money offer. Now value-for-money does not mean cheap. People do expect to pay more than they would at home but they need to feel that what they buy is worth the premium."
Duncan Hay, business unit director for the on-trade at Britvic, also argues that licensees need to grab the soft drinks opportunity, something that is not being done at the moment.
"There is a real opportunity and challenge generally for the licensed trade to publicise the soft drinks category. Because it is not very well communicated in outlet at the moment - consumers need to understand what is on offer.
"When you are in a pub the beer taps and optics are well advanced and there are good cues for consumers. But there are not many cues about what is in the fridge."
He believes that pubs need to improve their merchandising of soft drinks.
"Christmas is a good time to stimulate increased interest in soft drinks. Look at back bar displays, menus, posters and education of staff. Currently soft drinks are under-spaced in back-bar fridges, while products like RTDs, which are losing market share, are over-spaced."Designated drivers
Aside from being stalked under the mistletoe by that annoying colleague who's been pursuing you all year, there's nothing more annoying at Christmas than being tagged as the designated driver.
As a licensee you might argue they are a pain as they don't drink as much as your average reveller. However, in many ways the designated driver is the key to your night's takings. Because as the logic goes, the longer you keep him or her in your pub, the longer their friends stay. Once you lose the driver you lose three of four customers all at once.
Matthew Woodward, head of marketing at Scottish & Newcastle Pub Enterprises, says it is important to focus on the designated driver: "You have to realise that a lot of people drinking soft drinks at Christmas may not want to be doing it - but they are being responsible."
Some pub companies in recent years have got behind a promotion to support the designated drivers of this world over Christmas by giving them free soft drinks all night. From a business and responsibility perspective, it makes sense.
Matthew admits it is a worthwhile scheme but only if you feel you know your customers.
"The designated driver innovation does work in community pubs where barstaff know the customers and know who really is making that sacrifice. But it is harder to do in a busier high street venue. I would definitely recommend it though as a matter of drink or drive."
