Raising summer spirits

Related tags Alcoholic beverage Coffee

With hotter days and nights, consumers are more likely to want to head out to the pub to enjoy the sunshine with friends and family and less likely...

With hotter days and nights, consumers are more likely to want to head out to the pub to enjoy the sunshine with friends and family and less likely to want to sit at home.

So how do you get a piece of the summer spirits pie? Below we have highlighted key initiatives the pubs in Sell More, Save More - and all pubs - can take on board to help increase spirit sales at this time of year. Check this area later in the year, to see how they get on…

Make your outlet appealing and drive value into your business

With homes becoming more inviting - thanks to high-definition flatscreen TVs, Wii's, modern kitchens, patio heaters, barbecues and surround-sound entertainment systems - it is important to make sure outlets are keeping with these trends and offering a better service and atmosphere than consumers can get at home.

Forty nine per cent of on-trade consumers having come from home* - they've been tempted out of their "castles", it's now the outlets responsibility to keep them and make them want to come back.

• If you have an outside area ensure it is well looked after with point of sale advertising your drinks offer.

• Staff should regularly be clearing away used glasses and ash trays from outside tables.

• The majority of consumers would like table service, especially women. Most recognise they would spend more if there was table service.

• Consumers are still staying put with 92 per cent of occasions involving a single venue and the average occasion lasting around three hours**

• Consumers are willing to pay a little bit extra to get quality products: AC Nielsen data shows that spirit value is performing ahead of volume, indicating consumers are paying more for their spirits - and willing to trade up for a more premium experience.

• Higher tempo sociability and the need for 'good times' have grown in importance as consumers are wanting a memorable experience from their night out. Having a DJ, hosting local charity events, weekly quiz nights can all help to drive consumers into your outlet.

Long mixed drinks and pitchers are perfect for summer

• 25 per cent of spirits are sold in June, July and August

• A perfectly made drink (full glass of ice, quality spirit and mixer) keeps the drink cooler longer, giving better tasting drinks on hot summer days.

• Pitchers are great for larger groups, with 73 per cent of groups made up of two to four people*

• Offer small samples of mixed drinks for those consumers who have yet to decide what they would like

• A 25ml (single-serve) of spirit is only one unit of alcohol, compared to 2.8 units for a pint of standard beer

• Advertise the range of spirit drinks you sell - 17 per cent of consumers are visiting an outlet for the first time

Spirits and mixers - the perfect serves

BEEFEATER & TONIC

• Fill a highball glass with cubed ice

• Add 50ml Beefeater

• Top up with tonic water

• Garnish with a wedge of lemon or lime according to taste

HAVANA CLUB CUBA LIBRE

• Fill a highball glass with cubed ice