Events lead the way in boosting pubs’ sales, says study

By Ellie Bothwell

- Last updated on GMT

Related tags: Cga peach, Alcoholic beverage

CGA figures show 5,000 more pubs have a cocktail offer compared to one year ago
CGA figures show 5,000 more pubs have a cocktail offer compared to one year ago
Most consumers are unaware of events organised by their local pub, a new survey from CGA Peach has revealed.

Despite the fact that 92% of publicans said they hosted events, 81% of the public said they were not aware of them, according to a survey of 389 licensees and more than 1,000 consumers between June and October 2013.

But events significantly increase a pub’s sales, with New Year’s Eve bashes hiking spirits sales by 982% and Christmas events increasing total sales by 14%.


Speaking to an audience of more than 150 managed-pub operators and industry figures at the Pub Retail Summit in London last week, Scott Elliott, divisional director at CGA Peach, also revealed that 38% of over-30s do not consider themselves to have a ‘local’.

Nevertheless, pubs are adapting their offer to match consumer trends and have significantly increased the range of drinks on offer over the past five years.

Pubs, on average, now stock 27 spirits brands (+6), 13 draught brands (+4) and 23 bottled drinks brands (+2).

Furthermore, 5,000 more pubs have a cocktail offer compared to one year ago.

Elliott said this is an important trend, especially as customers are now more fickle than ever. The average consumer has 8.6 drink categories in their repertoire, the figures showed.

Sales mix

In a separate survey from CGA Peach, which was revealed at the event, a trend has also emerged in the comparison of the drinks sales of pubs that have closed since 2008, and those that have opened.

Out of a sample of the 12,000 licensed outlets that have closed, beer and cider sales accounted for an average of 58.5% of the pub’s total sales, with spirits (15%), wine (12.3%) and soft drinks (14.2%) all lagging behind.

Meanwhile, those that have opened have a more even sales mix, with beer and cider accounting for 40.2% of total sales, spirits for 18%, wine for 22.1% and soft drinks for 19.7%.

Related topics: Events & Occasions

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