Speaking at the KAM Low & No conference in London last month, representatives from Stonegate, Caravan Restaurants and Live Nation said changing consumer habits have reshaped drinks strategies, with greater emphasis on choice and inclusivity.
Join our new WhatsApp channel: The Morning Round-Up
Get the biggest pub trade stories straight to your phone. Listen to our one-minute daily news briefing and receive breaking news, exclusives and sector updates throughout the day. Remember to turn notifications on in the top right corner! Join the channel here.
During a panel session on the future of low & no, Caravan co-founder Marcus Kirby said the category’s biggest opportunity lay in creating the same experience for guests, regardless of whether they chose alcohol.
“[Consumers] ultimately want the same experience, and alcohol is the only part they are choosing to remove,” he told delegates.
Kirby advised operators to focus on creating high-quality drinks in their own right rather than simply replicating alcoholic serves.
“The goal has to be making sure it tastes right in the first place,” he continued, adding partnerships with specialist suppliers had helped the group develop products that could “stand alone in themselves”.
Visible & accessible
He said Caravan also took inspiration from the success of alcohol-free beer, where familiar brands had helped give customers confidence to try new alternatives and make the switch from alcohol to low & no.
The panel further highlighted the importance of making low & no options visible and accessible, rather than leaving them as hidden alternatives on the back bar or in fridges.
Live Nation head of guest experience Dan Greene told attendees live music venues in particular had seen a rapid response after a stronger ranges was introduced.
“Once we put in a good range, we saw the change was immediate,” he said.
He noted music venues had a responsibility to cater for different drinking choices, particularly as they were often the final destination in a customer’s evening.
“We really have to be flexible with what we offer and give more range,” he continued.
Changing perceptions
Meanwhile, Stonegate drinks development manager Adam McGurk reflected on the pressures facing hospitality businesses, including changing drinking habits, but urged operators to continue adapting.
“We’ve had no option but to change, adapt and look for new opportunities to embrace consumers where they’re at,” he said.
McGurk added low & no products were helping operators cater for a broader range of customer occasions beyond the traditional drinking visit, giving consumers more choice across different dayparts.
The panel also discussed the role pub teams play in driving the category, highlighting staff knowledge and confidence as increasingly important to the success of the low & no category.
McGurk pointed to younger hospitality teams in particular, who he said were helping change perceptions around alcohol-free choices as moderation continues to rise among younger consumers.
