Not only should you ensure you’re stocking the right products for guest preferences, but also presenting and promoting them in a clear and accessible way.
It is no longer about just listing the alcohol free products you stock on the drinks menu, but also where else they can show up in your venue.
Well executed strategies will help to enhance the appeal of these drinks and give them the prominence they deserve, as well as ultimately drive sales.
Stocking the perfect line-up
Before initiating merchandising tactics, it’s important to review your low alcohol and Alcohol Free range to make sure you are stocking the right offerings for your customers.
Many consumers tend to stick to one alcohol type, and when not drinking alcohol, 74% of adults seek something special, so make sure to stock well-known brands that offer premium alternatives.
Picking the right range really depends on your business, what drinks are typically popular at your venue and different operational factors.
For example, are you a food-led venue? Or are you in a rural area with lots of people that drive to and from your venue? If so, you may want to think about stocking a broader range of low alcohol and alcohol free options.
A suggested starting point is a selection of low alcohol and alcohol free beer options and at least one or two alcohol free spirits, and then adjust accordingly to your requirements.
Stocking alcohol free beers is good, but they’re also not the preference for everyone. This is where alcohol free spirits have a role in providing choice and can allow you to offer alternatives for classic combinations, like a Gin & Tonic or Rum & Cola.
Additionally alcohol free spirits can provide the perfect base for your customer’s favourite cocktails, or for more innovative and experimental serves.
Bringing the range to life on the backbar
Once you’ve finalised your low alcohol and alcohol free range, next look at how you present and promote it in your venue, including on the backbar. One in two guests order their drink at the bar, making it a key driver of choice in your venue.
While this space can become incredibly crowded with recognisable brands, its vital your low alcohol and alcohol free range has visibility. It is important customers can see the brand name and that it is alcohol free, so it’s recommended to keep these products together.
Similarly, by putting an alcohol free spirit next to its full strength counterpart, you will help drive further visibility and support customers that are contemplating moving to an alcohol free spirit for their next drink.
Making Alcohol Free unmissable on the menu
Low alcohol and alcohol free options should never be an afterthought or late addition when putting together your drinks menu. Many consumers will use the menu to make their decision, so it’s important these options are presented effectively at that moment of choice to drive extra visibility within your business.
On the drinks menu, it is recommended to have double siting for low alcohol and alcohol free – a dedicated section within the alcohol drink options, as well as an option next to their individual alcohol counterparts.
Consumer research shows that 71% of consumers who are looking for alcohol free will go on the hunt to see if it has its own section, indicating that alcohol free drinks should be listed under their own section but within the alcohol drinks offering in the menu.
This will also help cement a customer’s perception of the drinks, expectation of price and the experience in your venue.
Additionally, in order to strengthen a customer’s perception of low alcohol and Alcohol Free, use terms like “alcohol free cocktail” instead of “mocktail”, to represent a more premium offering and encourage uptake.
Showcasing these options throughout your venue
As well as accomplishing your backbar and menu, make low alcohol and alcohol free shine across your venue with other touchpoints. Utilise effective POS placements across your bar, tables, walls, and even outside, to promote the options you offer.
This will help to remind customers that you not only stock alcohol free products but also can create exciting and innovative serves with them too. In addition to in-venue locations, make use of your social media platforms and demonstrate your low alcohol and alcohol free offerings across those too.
Always ensure to use the right naming conventions. For example, Diageo uses 0.0% and alcohol free across its low alcohol and alcohol free portfolio to make it as clear as possible for customers. Also, mirror the descriptors of an alcoholic drink, whether that’s the tasting notes or how it is served, to bring them to life for customers.
Finally, the presence of the colour blue and wording around ‘zero’ is a fundamental signifier for alcohol free, and often a recognisable nod for those seeking out such drinks.
Consider incorporating a blue section on the backbar to highlight the alcohol free products you offer, as well as using the colour on menus and across POS to provide a thread of visibility and key indicators for these specific drink options.
Merchandising low alcohol and alcohol free drinks effectively provides an opportunity to not only meet the demands of a growing market but also elevates the experience for customers.
From offering premium products and creative cocktails to making the products accessible through effective positioning and promotion in your venue, there are many ways to increase visibility and appeal.
By implementing these strategies, you can drive sales, attract a wider customer base and position your venue as a leader within the rapidly evolving world of low alcohol and alcohol free.
For more information on how to effectively merchandise in your venue, visit Diageo One.
