Festive cocktail twists prove lucrative for pubs

With just over 100 days left until the big day, spirits giant Diageo called on licensees to consider Christmas themes when it comes to maximising sales.

Diageo head of category and insights Faith Holland said: “Christmas Day falls on a Monday this year and for the on-trade this means that actually you’ve got the weekend of Friday 22, Saturday 23 and Sunday 24.

“We did some work with CGA Strategy, looking at days on which Christmas fell in previous years. There’s an opportunity for £829 per outlet across that weekend more than there would be if Christmas did not fall that way."

Capitalising on Christmas

She added: “This is the same for New Year’s Eve so there are in fact two weekends for on-trade operators to really capitalise on the opportunity the festive season brings.

“Licensees need to ensure they are adequately set up in terms of staff and stock to make sure they can really maximise those extra trading opportunities.”

Holland outlined how operators can alter their drinks offers and serves to make the most of the festive period.

She said: “Communicating the drinks offer to consumers is really key to ensuring you are maximising sales.

“We know that drinkers are tempted by advertised festive serves and this doesn’t need to be complicated. It could be a simple gin and tonic with a cranberry garnish or mulled wine on the front of the bar.”

Indulge and treat

But the ‘most wonderful time of the year’ is also an occasion where consumers are wanting to treat themselves, as well as others, according to Holland.

She added: “Christmas in the on-trade is a time where people are really happy to indulge and treat themselves.

“This creates a real opportunity for operators to maximise their sales as drinkers are willing to trade up their tipples and try new things.

“Licensees, therefore, need to make sure there are those opportunities for consumers to do just that. If you think about spirits, it’s about making sure there are premium options.”