Beer sales boost after Smart Dispense installation

Since installing 200 Smart Dispense systems, analysis has revealed an 8% sales uplift, leading to a plan to double the number by the end of the year.

The study reviewed year-on-year sales and was undertaken in pubs where the only change had been the installation of the Smart Dispense system.

The dispenser reduces wastage which provides an additional saving to lessees, and benefits the environment. 

Results showed each lessee saves around 4500 litres a year and 33 litres of line cleaning chemicals.  

Lessees have seen an increases in dispense yield - 3% more beer in the glass and 3% less into the drip trays. This, combined with the 8% uplift in sales, means an increase of around 7915 pints a year.

Chris Jowsey, trading director, said:  “Passion for Quality is at the heart of what we do from beer production through dispense and into our consumer’s glass and its proven to impact positively on lessees’ bottom line.

“The reduction in line clean wastage across 200 pubs which Smart Dispense delivers is also to be celebrated as it equates to annual savings of 1m litres of water and 6,600 litres of line cleaner chemicals and, together with the 8% uplift in sales which Smart Dispense provides, unlocks about £5m in additional value to lessees.”

Case study: The Brunswick, Swansea

The Brunswick is an old fashioned traditional pub just off the city centre, with an 80/20 wet/dry ratio.  Renowned as a real ale pub offering live acoustic music, it has a clientele aged between 18 and 80. 

In March 2014 lessee Allan Rohman had run The Brunswick for 13 years. 

He said: “I have to be honest what appealed to me was the financial factor rather than looking at it from a quality perspective.  I liked the fact that it was going to reduce costs in terms of cellar cooling, less fobbing and line cleaning. What we weren’t expecting however was the flipside - to see the boost in sales on the back of the improved quality, especially as we were already known for the quality of our offer.

“Sales of Heineken went from two 11s to between four and five 11s per week after the installation of the Smart Dispense, though part of that increase can be attributed to Heineken Served Extra Cold. Our premium lagers going through the system and our beers increased after the installation of the Smart Dispense and a year down the line our sales are still increasing, up 2%. It’s kept us alive.

“It’s my belief that there’s a halo effect.  If you have a group drinking if the majority of them are happy they’ll stay on for more, if not they’ll move on. That’s the Smart Dispense effect. But it takes more than just the equipment. You have to have the right well trained and well informed staff who know how to pour and serve a  pint correctly and can pass on their knowledge to customers.

“As for the ease of use, it’s a lot easier changing barrels. Although it looks a bit scary, a bit like an alien, it’s safer. There’s no bleeding cellar buoys and it’s all done when the red light turns green. It’s also freed up time, and time after all is money!”