With summer occasions bringing big opportunities for pubs, bars and restaurants, drinks business Diageo says now is an ideal time to rethink how alcohol-free options are showcased ahead of the season.
Here, Craig Watt, marketing manager, alcohol-free, looks at how the on-trade can make the most out of an alcohol-free offering this summer.
What does demand for alcohol-free drinks look like during peak seasons like summer?
No doubt operators across the UK have seen that alcohol-free is a burgeoning category in drinks right now but we know there is still a fair way to go in terms of translating what we are seeing among consumers and how that is reflected on drinks menus and on the back bar as a standard.
We can confidently say consumers are looking to moderate drinking all year across lots of occasions so when it comes to peak seasonal social moments such as summer, it is important for operators to know that in fact, we are seeing alcohol-free sales mirroring alcohol sales.
This means it mirrors the peaks and flows of alcohol drinks throughout the year that they will be familiar with. So, when we are talking about summer, we know that alcohol-free options should form an integral part of a pub’s offering.
What are the most popular alcohol-free options over summer?
As the insights demonstrate, alcohol-free sales reflect those of alcohol, so if you take a look at the most popular cocktails and serves within the UK right now – you will find the likes of Mojitos and Spritz serves and classic G&Ts – so looking for alcohol-free alternatives to those spirit bases is a great first start.
For example, you can easily create an alcohol-free Mojito using the Captain Morgan Spiced Gold 0.0% as an alternative to the classic rum spirit base or choose the Tanqueray 0.0% as the base of an Alcohol-free Spritz or a classic Gordon’s 0.0% & Tonic.
It’s really important to offer these alternatives for those visiting your establishment as it not only encourages inclusion but helps the bar team to engage with a wider range of customers who are seeking quality, alternative options to alcohol.
What challenges are there to consider and how can you overcome them?
The biggest challenge we are seeing is for teams to make the alcohol-free and low options visible enough to their guests.
Those that are doing it best in the on-trade are actually mirroring cues from retail stores on their back bars. We’ve seen huge success in retail with using the colour blue to clearly mark the alcohol-free sections, so reflecting that in-venue really works, as well as stocking alcohol-free alternatives from distinctive and recognisable brands that hold strong brand recognition with guests.
What are easy ‘wins’ for promoting alcohol-free options?
Visibility is key. If customers don’t see it, they won’t ask for it. This means we recommend making alcohol-free options clear on your main menu and use chalkboards in pub gardens or table cards to show what is on offer.
‘Name dropping’ popular and recognisable brands is a great way to engage customers, as well as including ‘top picks’ with seasonal flavours, like an alcohol-free Spritz for summer.
Staff knowledge is really important when it comes to winning with alcohol-free options – so make sure your staff are able to confidently talk about the options on offer. What we know is that having to ask for an alcohol-free drink at the bar can be a barrier and if it isn’t clear what the venue has on offer, it makes it harder. Having staff that can provide that inclusivity and help guide them through your offering will be invaluable.
Do alcohol-free options really boost the bottom line?
While alcohol-free might make up a small percentage of sales, there is huge merit, for a variety of reasons, in providing inclusive options.
When a group is choosing which venue to visit, firstly no two people are the same and often those with specific requirements will strongly impact the decision of the entire group.
If they know a pub has limited options for them, they will have an influence over visiting the venue that feels more inclusive. And for those taking the pacing/moderating approach, alternating between alcohol and alcohol-free drinks, may mean they stay in-venue longer.
Are there any final top tips to remember?
Continue to evolve and refresh drinks menus and do not overlook alcohol-free options. Trends shift quickly and when you stay ahead of the curve by introducing new drinks options, your customers notice.
Consider seasonal twists on serves, rotating popular drinks options with an exciting edge, all executed by an enthusiastic team, is a recipe for success.
