Finalists from across the category were invited down to the newly opened Cadogan Arms on the Kings Road, London, to pick up some key insights, learn some new skills and taste some great products.
Rajan Virdee, Diageo’s on-trade customer marketing executive, hosted the event, he said: “We really wanted to give back to the on-trade and celebrate with the finalists of the Best Pub Garden at the Great British Pub Awards.
“We hosted a series of sessions and masterclasses on menu design, social media marketing and category dynamics digging into the data about the trends that are happening within the industry.
He said the event was about reconnecting the finalists with the spirits side of the industry: “When we look at pubs and pub gardens, it’s very beer led, we want to show them, just how important premium spirits are, and what value that can bring to their venues and operations.”
Operators were given the chance to do some product tasting with Talisker brand ambassador Jason Clarke, and also given some expert tips on social media marketing by freelance consultant Rebekkah Dooley.
She said: “We’ve been doing a run through on successful marketing strategy focusing on social media. Key points are making sure your brand identity and brand image are the same thing and you’re using curated, cohesive, consistent and controlled content.”
Finalists were also given the chance to take part in a study tour which included a trip to the rooftop terrace of Madison restaurant near St Pauls to see a spirits focused outdoor space in action.
The winner of the category will be revealed during the Great British Pub Awards ceremony on the the 28th of September with a live stream to the nation’s pubs and bars.