The importance of going soft

With summer busting out all over, it's well worth licensees reading with especial care our soft drinks feature this week.

Because for all the importance of soft drinks (20% of pub sales), it's still a bit of a Cinderella category, an after-thought for too many licensees focused obsessively on the beer portfolio.

That's to miss a trick. Since the smoking ban, the number of families and females visiting pubs has soared, particularly at "destination" food-led pubs, and for that group, an enticing and well-presented soft drinks offer is absolutely crucial.

With beer sales relentlessly falling, one way to compensate is to work closely with your suppliers and devise an interesting selection, appropriately priced for what is an increasingly demanding and discerning pub audience. And show what's on offer.

Don't underestimate the bloke factor either. Many men are reluctant to drink beer at lunchtime, but would still love to go to the pub just for a change of scenery or to socialise with colleagues. However, as they can't think what else they might drink instead of the usual, they just don't bother.

And that's disappointing. Because the range of soft drinks in pubs these days is so much more interesting than it's ever been. There really is something for everyone.

There's a real educational challenge here. Licensees need to find a way of encouraging more drinks experimentation. They need to help customers realise they're allowed to take their time at the bar and consider their options. One way would be to have more drinks menus that could be glanced at for suggestions and inspirations. Another way is just to talk more to customers and guide them to what they might never have tried before.

It's basic common sense, and if you just look around at what the high-street retailers are continuously doing, you'll see the best operations are stuffed full of simple ideas that are great, but have never been tried before. Take Boots and its lunchtime offers — a sandwich, a drink and a packet of crisps for £2.50. They're flying off the shelf, and no one's asking how much the individual items cost.

And while we're on clever retailing, have you noticed how McDonald's now accepts credit cards? It just makes it that little bit easier for some cash-strapped customer to pop in for the great deals. Especially as it's well promoted on the outside of the store — something that far too many pubs still don't bother about.

As our feature explains, realistic pricing, transparency and enhanced levels of service can help hosts really capitalise on the opportunities offered by soft drinks.

But don't just read it. Let us know what you're doing with your soft-drinks offer, how it's working with the punters, and whether your suppliers are helping. Do get in touch: the MA is always listening...