Diageo at the Hack & Spade

The Hack and Spade has a good selection of quality brands and also a selection of premium brands, which are all displayed to maximise visibility. Having premium brands displayed is good as it allows customers to upgrade to a better quality brand.

Anne of the Hack and Spade told us that they wanted to increase their wet sales of spirits - as a starting point Diageo recommended drinks menus. This will make customer aware of all the different types of sprit brands on offer.

Spirits and mixers are currently the most profitable drinks category in the On Trade. With more people enjoying mixed spirit drinks during mid-tempo occasions, there is an opportunity for the Hack and Spade to drive further wet sales by offering their customers the new Long Mixed Spirit - a tall 16oz or 12oz glass packed with ice, a measure of spirit, plenty of mixer and a wedge of fresh fruit.

Diageo also recommends training the bar staff in order to get them to maximise the customer experience and to get them to help the customers through the newly created drinks menu. The Hack and Spade will be attending a 360° esp™ course on the 22nd March in Darlington. The one-day course free to all licensees runs 48 weeks per year all over Great Britain, it covers elements to help drive licensees profits, including how to implement excellent customer service and how quality can drive cash into licensees tills.

Anne mentioned that she wanted to make the outlet seem more like a Pub and drive wet spirit sales; in order to do this Diageo recommends using POS in the decision corridor. The decision corridor consist of four key sites - The entrance, the route to the bar, the bar itself and back bar. The best place to display POS is at the bar and the back bar.

The pub is going to go through a major refurbishment - once this is complete more recommendation will be made.