Party Drinks: Serve up a celebration

The season to be jolly is nearly upon us. For many pubs this also means a jump in sales of what you might call 'occasion' drinks. The term applies...

The season to be jolly is nearly upon us. For many pubs this also means a jump in sales of what you might call 'occasion' drinks.

The term applies to drinks that some might view as more of a treat than their ordinary pint, when they loosen the purse strings a little and let their hair down in the spirit of the season.

So it's vital that barstaff are able to cope with demand for party drinks during the festive period.

Getting into the Christmas spirit

For customers looking for a festive treat, the drinks category that best lends itself to celebration must be spirits. Traditionally spirits can be a bit of a blind spot for the country's pubs, but they have an enormous profit potential, especially when the serve is right. What's more, you don't have to be Tom Cruise to take advantage of the surge in demand for cocktails.

Firstly don't look at them as cocktails, but more as long mixed drinks. You'll find that customers are willing to fork out that little bit extra when there's more than just a vodka and Coke on offer.

Bacardi Brown-Forman site Pourfection (www.pourfection.com) provides a cocktail database for inspiration, advice and tips, and a menu-making system so you can create your own menu. It also includes a gross profit calculator for publicans to make sure the cocktails will deliver a satisfactory gross profit margin.

Creating a special Christmas cocktail menu doesn't have to be a big task. In addition to using Pourfection's menu-making system, you can inspire customers to try a new long drink with suggestions and descriptions on a chalkboard or a cocktail list placed on pub tables. A simple two-sentence description of a cocktail can get customers' mouths watering. And for those looking for more festive drinks menu help, Pernod Ricard UK is offering free customisable drinks menus. To find out more, contact your Pernod Ricard sales representative or route-to-market retailer.

It's the way you serve it

Even if the mixing of the serve doesn't take much skill, getting presentation right is essential to justify higher prices. For example, only serve a Martini in a Martini glass. The same rule of using the correct glassware applies to drinks such as brandy and Champagne too. Don't forget that part of the reason for buying an occasion drink is the ceremony involved.

The same can be said for garnish - not only does it give cocktails visual appeal, but it adds an air of cocktail know-how to the serve. So brush up on what garnish goes with what serve as well. It all adds to the experience of enjoying a party drink and the value a customer feels they are getting.

Plus the good thing about spirits is that, unlike beer, most pubs aren't tied to specific brands, so you're free to experiment with different offerings.

But the key is to not get carried away with complicated serves.

Vicky Lee, marketing manager at Continental Wine & Food Ltd (CWF), offers this advice for publicans: "The Christmas period, when the emphasis is on celebration and letting your hair down, is when consumers are looking for fun alternatives to their usual choice of beverage. Besides the old favourites, adding some exciting new choices for the festive period and beyond can reap benefits.

"If you have never tried offering cocktails due to concerns about logistics, why not just devise a small range of cocktail ideas for Christmas to give your consumers a wider drinks choice."

Vicky says that there are cost-effective options that licensees can take. Pastures Irish Cream or Lixx vodka shots are low-cost, she says, but can

be used to create cocktail mixes that will ring additional profits through the till.

CWF is also distributing a range of shot-style drinks under the Lixx brand, in four flavours - sour apple, kola kube, cherry and blackcurrant.

It's vital to offer some variants for the Christmas crowd, as it's one of the few times of the year when drinkers are tempted to try something different from their usual.

Matt Rimmer is a premium spirit brand manager with Inspirit. He says that mixed drinks are great for strong gross profit margins.

Teichenné schnapps can be enjoyed in shot form or added to cocktail mixes. Matt says the range is ideal for those looking to enjoy something a bit different. Liqueur sales really take off during the winter months, and Christmas is the perfect time to cash in on this. "Teichenné drinks are exciting products, as customers are looking for something different. They're great for pubs looking to increase GP margins, as they still have a 20 per cent ABV, and come in interesting flavours such as butterscotch, apple and peach."

Adding value to mixed drinks

This summer saw the launch of Kick Ultra, a concentrated energy drink that can be added to cocktails.

Justin Horsman, brand manager for Kick Ultra at Global Brands, says: "It's a good addition to a drink, especially for those who don't usually like the taste of energy drinks. Kick Ultra has a subtly sweet taste, and goes well with almost anything. And you can add extra value to a mixed long drink."

Horsman says Kick Ultra is good for those who are burning the candle at both ends during December, and need that energy kick. Publicans are recommended to sell it in 25ml servings for £1. At £8 for a 70cl bottle, which contains around 28 servings, it can offer licensees a very decent profit margin.

Celebrating in style

Nothing says celebration like a glass of bubbly. Revellers are willing to splash out a little extra for a taste of luxury.

Pernod Ricard offers this advice: "Think about serving branded sparkling wines and Champagne by the glass - minimise wastage from opened bottles by offering sparkling wine or Champagne cocktails, which are perfect for celebratory occasions and are quick and simple to make. If consumers ask for a second glass of bubbly, offer a good deal on the rest of the bottle.

"To encourage drinkers to trade across and up, offer a range of styles and price points, from brut non-vintage and rosé to vintage and a prestige cuvée. Even modest establishments should stock a couple of bottles of prestige cuvée and perhaps a magnum or two."

However, Champagne can sometimes lie outside your customers' price range. Brown Brothers, the Australian winery, says it can help publicans respond to the demand for occasion drinks with its wide range of sparkling and frizzante drinks. The rising popularity of sparkling wine can be attributed to its price point and increasing quality, which makes it an attractive alternative to Champagne or cava.

It's great for barstaff too as sparkling wine is a simple serve which is ideal during busy periods like Christmas, while still allowing them to create a sense of occasion for their customers.

Menu tips

Drinks menus are an effective selling tool when designed properly. Here are some top menu tips from Pernod Ricard to boost party drinks sales.

• Drive premium spirit offerings by flagging on the menu as the bartender's 'favourite'

• Ensure menus are readily available on the bar and tables at all times

• Feature an image of the drink and a consumer-friendly description that will help people feel confident they will like their chosen drink, for example: "You'll like this cocktail if you like ripe raspberry and cherry flavours"

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