Evolution for Revolution's drinks range

By Robyn Black

- Last updated on GMT

Related tags: Stella artois

Inventive Leisure overhauls drinks range for Revolution
Inventive Leisure has ditched all of its existing draught lagers and ciders in favour of a raft of new brands, as it attempts to move away from vodka cocktails.

Brands such as Guinness, Beck’s and Stella Artois have given way to seven draught new beers, including Peroni, Estrella, Blue Moon and Staropramen and 30 bottled beers were added including Duval, Chimay and Quilmes, as the company taps into the growth in imported and craft brands.

The company says initial figures suggest sales are up 3% on draught and 12% across the bottled range.

The move came as part of the ongoing £7m Evolution Programme across the Revolution chain.

Complete occasion

“We reviewed what we were selling and then what we were doing under the Evolution Programme and realised that our product offering simply didn’t suit the high-end environment we’d created under the programme - or indeed our target audience,” said director of drinks trading Myles Doran.

“Our objective…was to spread and widen the appeal of our offering away from vodka cocktails which was historically our dominant wet product.

“It was also important for us to connect our drinks offering with food to create a complete occasion for our customers, which from early customer feedback we’ve achieved.”

The wine list has also doubled in size and the majority is now available by the glass. To support the new offer, new online training modules have been introduced to the exsiting scheme for all managers and team members, Doran said.

In December pub and bar chain TCG overhauled its drinks range and became "the first mainstream operator to offer the pickleback."

Related topics: Beer, Spirits & Cocktails, Ready to Drink

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