Cocktail menu maker app launched by Pernod Ricard UK

By Nicholas Robinson contact

- Last updated on GMT

Inspiration: new Menu Maker App to take to take the stress out of menu design
Inspiration: new Menu Maker App to take to take the stress out of menu design

Related tags: Pernod ricard uk, Pernod ricard

Spirits goliath Pernod Ricard UK (PRUK) has launched a tool to help pubs create bespoke high-design menus in a bid boost spirits sales in the on-trade.

The app, which has been developed in conjunction with software design company MRM Design Studio, allows operators to add any cocktail using any ingredients to menu templates that licensees can tailor to their needs.

Cocktail menu dos:

  • Be bold and colourful
  • Create clear and easy layouts
  • Give descriptions, including ingredients
  • Be clear on pricing

There is a cost associated with the app, however, operators can work with PRUK representatives to work pricing into their packages.

Menu Maker was developed, in time for Christmas, to allow pubs the opportunity to better tap into the £30.1m seasonal cocktail opportunity, said PRUK channel director Mark Harris.

“The average pubs isn’t going to have the team to create this kind of technology,” he told journalists at the company’s annual Christmas launch in London this month (August).

‘Database of cocktails’

“The app gives you access to a full list and database of cocktails, ingredients and prices, available to search from individual products or by quick lists.

“You can set menu size, glassware and spirits categories,” he added. “You can change the design of the menu and amend the order.”

Once a menu has been designed with the cocktails, prices and any branding, operators can then order any number of menus to be printed (for a cost), which will be dispatched to their pub within 48 hours.

“The app, which PRUK has exclusive rights to within the spirits and wine category, not only assists customers with personalised menus, but can be used as a direct ordering system for PoS (point of sale) linked to the supplier’s on-trade campaign,” said Harris.

Launching the app before Christmas ties into the producer and supplier’s Christmas campaign, ‘Mix with the Good Stuff’, which encourages consumers to trade up to premium and super-premium spirits.

Harris added: “We know a £30.1m opportunity exists for cocktails this Christmas, however, this number can rise to as much as £50.7m if outlets are able to encourage trade-up into premium spirits.”

Some 69% of cocktail drinkers look to experiment with the drinks they order from pubs during Christmas and 53% are likely to trade up, new PRUK research showed.

‘Willing to spend more at Christmas’

“We know consumers are willing to spend more at Christmas, so it’s essential venues do as much as they can to entice sporadic drinkers and our latest research has shown menus to be the most influential marketing tool.

Cocktail menu don’ts:

  • Let text and imagery get lost in the background
  • Make it hard to read
  • Make it too long
  • Put the most expensive at the top
  • Be too experimental

“Bars have traditionally been the heartland for cocktails, but opportunities also exists to leverage cocktails in both pubs and food-led establishments, by offering them as a Christmas treat with friends or a great after dinner alternative.”

Cocktails are worth £500m to the on-trade, with a third of outlets now offering them to customers, which is up 33% compared with 2015, PRUK research showed.

“This tells us consumers are beginning to expect to find them on menus and with 9.2m cocktail drinkers in the UK, that’s a huge demand,” said Harris.

“Research also reveals, aside from price, the description and details about the type of spirits included are the most influential factors when choosing a cocktail.”

Related topics: Spirits & Cocktails

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