An ice little earner

Better use of ice in drinks can be a winner for pubs

Faced with the prospect of forking out a thousand pounds or so for an ice making machine, the traditional response from most publicans has been: "How much? But I'm going to be giving the stuff away!"

Perhaps understandably, Chris Davis, sales and marketing director of Hubbard Refrigeration, is anxious that publicans try to be more positive about ice.

He also points out that if McDonald's took the same view, its profits would tumble dramatically.

The fast-food giant, which uses Hubbard ice making machines, regards ice as the building blocks of its drinks, filling a large cup with ice and then dispensing the soft drink.

The customer perceives the bigger cup as value-for-money while the margin on a relatively small amount of cola, mixed at the point-of-sale using concentrate, can run to several thousand per cent.

"The same approach is used by bars in the USA and Spain, among other places," said Chris. "A tall glass is filled with ice first, and then the spirit measure is poured over it. The glass is then filled with the mixer.

"Customers are getting a drink that looks really good, especially if the ice is crystal clear, and they feel they're getting value for money because they're getting a long, cold, refreshing drink. This reflects well on the publican, who at the same time is gaining higher margins."

The point is one which has not been lost on United Distillers and Vintners (UDV). For the past five years, the spirits giant has been working with pubs and bars to promote its Gordon's Perfect Serve campaign, which teaches barstaff how to pour the perfect gin and tonic, using a tall glass and plenty of ice.

The results have amply demonstrated that proper serving, including ice, increases spirits sales, so this summer the programme is being extended to include other UDV brands such as Bell's, Smirnoff, Jack Daniel's and Southern Comfort.

From July, around 28,000 pubs and bars, half the UK total, will be targeted with the Perfect Serve message. Hubbard is working with UDV on the programme, using its Scotsman ice machines to help demonstrate the ideal spirits serving.

Some pubs which don't currently offer ice, or which buy in bagged ice rather than use a machine, will be offered the chance to buy a Scotsman ice maker partly funded by UDV.

This offer recognises there is a cost associated with ice. "For example, a lot of pubs buy in bagged ice, rather than invest in a machine," said Chris.

"Our research shows that this costs a pub on average around £12.40 a week. There is also the issue of storage, the fact that ice turns opaque when it's been frozen a while, and the fact that if you have a sudden run on ice, you're stuck until your next delivery."

In an attempt to prove its point, Hubbard is currently offering pubs which buy bagged ice the opportunity to rent a Scotsman ice maker for £9.45 a week (the Scotsman TC180, which dispenses ice and water is pictured above).

Publicans should be clean on hygiene​

The issue of ice hygiene is one which has been repeatedly stressed over recent years. Ice is a food and will be treated accordingly by environmental health officers. One recent survey in Hackney, East London, found that 30 per cent of pubs and restaurants checked had unacceptably high levels of bacteria in the ice they served.

Lee Simmons, general manager of ice machine manufacturer Hoshizaki, said: "Because ice is clear, it is automatically perceived to be clean. If it smelled or became covered in mould, I feel sure there would not be a problem."

Contamination can be caused in two main ways. Ice stored in buckets on or behind the bar can be contaminated by staff or customers. If stored in ice machines, water filters can help to ensure that the water used is clean in the first place.

However, the main problems arise if cleaning and maintenance programmes are not followed. Lee suggests a basic maintenance regime for ice makers:

• ensure all staff are aware of the dangers of contamination and understand how to prevent it
• empty the ice bin completely at least once every week, and clean and sanitise with a proprietary cleaning fluid such as Milton
• ensure all objects in touch with the ice, such as scoops, tongs and buckets, are also treated
• move the ice bucket away from customer reach
• keep regular checks to make sure the machine is in good condition - especially the door, as broken or loose fitting doors are one of most common faults to occur on ice makers.

Case Study: Squares​

For any bar brand where cocktails are part and parcel of the experience, ice is an essential commodity. At Squares, one of the rising stars in Scottish & Newcastle Retail's brands portfolio, contour ice created by Scotsman ice makers is being used to help the proceedings go with a swing.

There are currently nine Squares outlets, located in large city and town centres around the UK. The focal point of each is a giant cube of screens showing the latest pop videos The brand aims to create an accessible bar offering targeted at the 18 to 24-year-old market. As brand manager Vicky Hope said: "We make it stylish and aspirational, with the emphasis on music, video and cocktails."

Hubbard Ice Systems believes the contour cubes produced by its Scotsman range are ideal for cocktail bartending. The ice is square in outline but with a "pillow" shape. It has angular facets which sparkle in drinks, and fill and chill the glass efficiently. The shape is designed to minimise splashback, which is important at a venue like Squares where spirits are sometimes freepoured from a great height when making a cocktail.

At the Squares outlet in Norwich, which has two Scotsman ice makers, assistant manager Rupel Mistery (pictured)​ said: "The cubes are ideal for flair bartending. At Squares we think our bartenders are some of the best at entertaining as they serve drinks. They practice hard and the performance involves a phenomenal amount of co-ordination and juggling with bottles, glasses and, of course, ice.

"The contour cubes are a great shape for that. They fit in both the scoop and the glass and are easy to throw from glass to glass."

The contour ice also has the ability to "blend" well - conventional and larger cubes wear down blender blades quickly and can produce an uneven mix in the drink needed for "slush" drinks such as frozen margaritas and daiquiris.

In cocktail shakers, contour ice can supply the right levels of melting and mixing to ensure the drinks are properly diluted, as well as being mixed and chilled. The cubes are also easy to crush.