Data from CGA by NIQ showed Halloween 2024 provided pubs with a sales uplift of around £154 per venue vs the annual average.
Halloween fell on a Thursday last year, giving drinks sales a healthy boost, with the Long Alcoholic (LAD) and spirits categories benefitting most.
This year Halloween falls on a Friday and so should create an even bigger upswing, but the biggest challenge will be to draw younger consumers away from parties at home and into the on premise, according to CGA.
These fresh new serves are sure to spice up your drinks range and bring customers in for spooky celebrations.
Greene King unveils new seasonal cask
Suffolk-based brewer and pub operator Greene King has embraced the spooky season with the launch of a new seasonal beer.
Released in time for Halloween, Haunted Highlander is a 3.4% ABV ruby ale brewed in collaboration with Belhaven Brewery in Dunbar, Scotland, which has been part of Greene King since 2005.
Part of the Greene King’s 2025 Fresh Cask Releases calendar, Haunted Highlander has been described as a full-bodied ale with deep, warm flavours perfect for autumn nights.
Also available for October is Old Spooky Hen, the seasonal rebadge for Old Speckled Hen, and Old Ghostly Hen, the Halloween edition of Old Golden Hen.
Greene King brand manager Amina Ali said: “Halloween is an occasion that brings theatre and atmosphere into venues, so we’ve created a new seasonal beer to capture the moment while also having fun with some of our permanent casks.
“Our seasonal releases are designed to engage and excite drinkers, and Haunted Highlander offers something different as we move into colder weather with its richer, deeper flavours.”
Haunted Highlander is available to all outlets, including independent venues, in both firkin and pin formats (36-pint containers).
Sly Dog Rum expands RTD range
RTD brand Sly Dog has released a new variant, Spiced ‘n’ Stormy , its take on classic Dark ‘n’ Stormy cocktail.
The serve-in-a-can cocktail combines Sly Dog’s Caribbean Spiced Rum with fiery ginger beer, a splash of lime, and a dash of bitters, resulting in a smooth, warming taste with soft sweetness and an unmistakable bite.
Sly Dog Rum founder Louis Goddard-Watts said: “We know spiced rum isn’t everyone’s first choice – but we want to change that.
“By introducing our signature serve in a ready-to-drink format, we’re inviting curious drinkers to discover just how good, spiced rum can taste.”
Spiced ‘n’ Stormy cans are available now in a 6 x 200ml pack on Amazon for £24.
Vocation releases two new autumnal brews
Yorkshire-based independent brewer Vocation has introduced two new special-edition beers for autumn.
The Peach & Cardamom Weizen and Festzeit Märzen Lager both offer a modern flavour twist on classic German styles.
With an ABV of 4.7%, the Peach & Cardamom Weizen is a fruited wheat beer, described as fruity and fragrant, brewed with ripe peach purée and a touch of cardamom that pairs nicely with the yeast’s natural clove notes.
It pours very hazy with a thick white head, and a small addition of Tettnang hops brings a gentle bitterness and soft herbal notes.
Meanwhile, Festzeit Märzen Lager is a 5.2% ABV Märzen Lager inspired by Oktoberfest.
The brew is said to be toasty, herbal and refreshing with a smooth and malt forward, made using Vienna and Munich malts and Tettnang hops, pouring copper in colour.
Both beers are available now, for a limited time, on draught in 30L keg format and 440ml serves to the on-trade direct from Vocation.
Vocation marketing manager Chris Mitchell said: “Both styles showcase the vision and skills of our brewing team – offering something distinctive for drinkers to enjoy during this key occasion.”
Kraken adds seasonal favourite to core range
The Kraken Rum has added a seasonal favourite to its permanent range, following its popularity during its limited-edition release late last year.
Kraken Dark Caramel and Cornish Sea Salt rum joins the brand’s other flavours, Black Cherry & Madagascan Vanilla as well as Roast Coffee, in its core offering.
The variant provides a sweet and salty twist on Kraken’s spiced rum, boasting toffee notes and a smooth, buttery vanilla finish.
Kraken Dark Caramel and Cornish Sea Salt rum is available now on Amazon, priced at £27 for a 70cl bottle.
The brand, which is owned by Proximo Spirits, said the serve works well in a hot chocolate, made with 50ml of Kraken Dark Caramel and Cornish Sea Salt, topped up with 150ml of hot chocolate and finished with whipped cream.
Pulp cider launches limited-edition flavour
Herefordshire independent cider makers, Pulp Cider, has launched its first limited edition flavour for Halloween, Caramelised Apple Cider.
A play on the nostalgic toffee apple taste, the cider is said to be sweet and fruity with a natural tartness, complemented by smooth and buttery caramel notes with a hint of brown sugar.
Pulp’s Caramelised Apple Cider is available now direct from the brand for a limited run this autumn.
Director Susan Vaughan said: “At Pulp, we’re all about fun and playfulness, and we simply couldn’t resist releasing this tasty, limited edition flavour for Halloween.
“Autumn is simply bursting with flavourful opportunities, and we hope Pulp fans and cider drinkers alike enjoy tasting this nightmarish nectar.”
Stroud Brewery introduces new imperial stout
Stroud Brewery has announced the launch of Dark Skies, an 8% ABV organic barrel-aged imperial stout.
The Gloucester brewer claimed the brew was the first organic barrel-aged imperial stout in the UK.
With a pitch-black body and tan-coloured head, Dark Skies is said to boast a complex flavour profile of roasted chocolate, spice, vanilla, and coffee plus a subtle hint imparted by the whisky barrels used for ageing the beer.
Stroud Brewery founder and managing director Greg Pilley said: “We love the challenge of showing how being organic enhances beer and brewing, rather than limiting it in any way.
“Our brewing team is constantly imagining and creating new beers as well as brewing traditional and mainstream styles. With winter on the horizon, we thought it was time for an imperial stout with its warming and comforting richness.”
Pubs wanting to stock Dark Skies should contact Stroud Brewery’s Mike Powell on 01453 887122 or mike@stroudbrewery.co.uk.
Luscombe marks 50th anniversary with new flavour
Soft drinks producer Luscombe has celebrated its 50th anniversary with the launch of a new flavour, Apple & Ginger.
The serve brings together two of Luscombe’s most iconic ingredients, the crisp sweetness of organic English apples and the gentle warmth of organic Peruvian ginger.
Managing director Scott Cooper said: “As we celebrate our 50th anniversary, we wanted to revisit a flavour combination that feels both nostalgic but refreshingly new.
“As with all our drinks, great flavour starts at the source. We press carefully selected organic apples from English orchards to produce a naturally sweet, crisp juice with a gentle tang.
“This is then expertly blended with organic Peruvian ginger for a subtle heat and lingering spice and finished with our soft Devon spring water for a clean, refreshing taste”.
Apple & Ginger can be served chilled over ice with a slice of fresh apple, candied ginger or a sprig of rosemary or thyme to enhance the crisp and refreshing apple notes, or with a twist of lemon, a cinnamon stick or star anise for a cosy spiced alternative to mulled wine or tea.
The gluten free serve, which has no artificial additives, sweeteners or concentrates and is vegan friendly, is available in 270ml bottles (RRP £2.79) and 740ml (RRP £3.95) direct from Luscombe.
- To be featured in The Morning Advertiser’s new products round-up, please send details and hi-res landscape images to rebecca.weller@wrbm.com.
