Drinks giant Diageo, whose portfolio includes Tanqueray 0.0, Captain Morgan Spiced Gold 0.0 and Guinness 0.0, told The Morning Advertiser those working behind the bar are the “gateway” to ensuring greater sales.
Diageo said: “Insight shows half of consumers arriving at a venue are undecided on what they are going to drink, demonstrating the huge opportunity bartenders have to not only deliver a fantastic guest experience but influence their decision.
“While the low and alcohol-free spirits category is booming, there’s still a job to be done to educate not only consumers, but also bar staff, to unlock its full potential.”
It added equipping bar staff with the tools and information to feel comfortable and confident about the low & no category, as well as providing information on how to engage their customers and create high quality serves, is vital.
One tip the group offers is to make sure your bar team feels positive about the low & no category and the opportunity in venue by hosting dedicated training sessions with them so they can get to know and taste test the range, as well as explore the back bar.
Additionally, make sure these products are easy to find in order to make staff feel comfortable and well-versed when a low & no drink is requested.
Further to this, it is important for bartenders to be able to talk to customers with confidence and help them discover new drinks.
Tailored recommendations
Diageo said: “Encourage staff to chat with customers about their drink and flavour preferences so they can make tailored recommendations and become the ultimate ambassadors.
“Teach your team to ask the right questions and learn about different flavour profiles and combinations. For example, if consumers like pink gin, suggest Gordon’s Premium Pink 0.0% or if spiced rum flavours are more to their taste, they could choose Captain Morgan Spiced Gold 0.0%.
“When making the serves, ensure your team is enthusiastic about the customer’s choice as they may be apprehensive requesting a drink without alcohol in a pub or bar.
“So, avoid saying things like ‘this is the first one I’ve made today’ because it may give the impression that low & no options are an unpopular choice in your venue. Rather reaffirm their choice positively and encourage them to try other alcohol-free drinks on the menu next time.”
Diageo, which also counts Seedlip among its brands, explained the category has evolved through innovation and offering sophisticated options that allow people to take part in social occasions fully without compromising their choice to not drink alcohol.
Another tip for bar staff is if asked by a customer what an alcohol-free spirit is like, encourage them to highlight the flavours and botanicals shared with the full-strength version.
Similarly, if questioned what makes a product free from alcohol, refer to the distilling process and ingredients and how they are often very similar to the alcoholic alternative.
Investment in your future
To drive footfall and promote return visits, a pub or bar needs to bring excitement and serve drinks just it would if were an alcoholic version is another piece of advice offered.
Diageo recommends encouraging staff to get creative with garnishes, glassware and presentation.
It added for optimal flavour, use 50ml of alcohol-free spirit with 150ml of mixer and give it the finishing touch with appropriate garnish and premium glassware, for a quality experience.
Diageo summarised: “Training your bar staff to master the art of low & no drinks is an investment in the future of your venue.
“With the right tools, knowledge and a creative approach, your bar team will confidently be able to meet the growing demand for these drinks, while elevating the overall guest experience.
“By offering your staff the training they need, you’ll not only attract a broader customer base but also foster a deeper connection with your existing guests.
“Take the time to cultivate an environment where low & no drinks are treated with the same passion and dedication as any other drink on the menu, and watch your bar thrive.”
