Thirst service

Ben McFarland looks at ways to improve your spirits status.

Lack of consistency and varying quality is a problem that afflicts all alcoholic drink sectors in the on-trade.

Being served a dodgy pint is the bane of the brewers while for winemakers, the fact that a naff glass of pub plonk is all too prevalent, has long been a head scratcher.

The spirits companies are faced with a similar predicament.

You'd be forgiven for thinking that making a simple gin and tonic should not be beyond anyone working behind a bar, but unfortunately the disparity in quality of serve remains far too wide.

Bacardi-Martini (B-M) recently ran a "mystery shopper" programme and discovered that only 20 per cent of spirits were being served properly. Slapped wrists all round.

There are few pub-goers who haven't been served a spirit and mixer with either no ice, a tatty slice in a dirty glass, or sometimes all three - and pubs are missing out.

It's all very well making sure the right brands are behind the bar, kitting out the pub with trendy sofas and funky floorboards, but if the drinks aren't up to scratch then, frankly, it's hardly worth the bother.

The runaway success of premium packaged spirits suggests that by achieving a similar level of consistency and quality, licensees can tap into a huge opportunity for profits.

In an effort to give publicans a helping hand, and no doubt boost their own profits, drinks companies have set up a number of initiatives to raise the bar in the spirits sector whether it be Diageo's "Every Serve Perfect" campaign or B-M's "Pourfection".

"What we're all trying to do is to really allow the consumer to drink spirits in the way they're supposed to be drunk," said Bruce Ray, trade marketing director for B-M.

On the buses with Maxxium​

Maxxium UK, home to brands such as Absolut Vodka, The Famous Grouse and Jim Beam bourbon, is the latest company to embark on a crusade to raise the standards of spirits.

A 1950s Airstream bus, housing a fully stocked cocktail bar, is currently touring the country offering bespoke Maxxium training free of charge to barstaff and licensees.

Earlier this month, The Publican hopped on board the chrome Winnebago-style bus and sat in on a training session to see how it all worked.

The interior (pictured) is more akin to a swanky scarlet speakeasy than a classroom, but the kitsch ruby leather sofas, off-the-wall crimson walls and tinted windows create a relaxed atmosphere in which Wayne Collins, renowned mixologist, can cover four key skill areas:

• Expert bartending​ - developing bartending skills
• Customer service​ - the importance of attitude, appearance and style
• Cocktail wisdom​ - history and development of cocktails and how to create outstanding quality mixed drinks
• Product knowledge​ - history of alcohol and production techniques.

"It's an intense day and a bit of information overload but it is vital that people know about how these spirits are made, where they come from and how to make great drinks with them," said Wayne. "The consumer wants guidance so it's important that there's confidence behind the bar and that's borne out of spirits knowledge - it's the most powerful tool a barman can have."

Throughout the day, Wayne keeps things fresh by throwing in a number of amusing anecdotes and tangents along "Did you know?" lines that are sure to impress customers and help sell your drinks.

Each workshop can be devised at basic, intermediate and advanced levels and the long drinks and cocktails made by Wayne can be tailored accordingly, whether it's for a forward thinking pub group or a top-of-the-range style bar.

"People can be intimidated by cocktails and long drinks but it's all to do with preparation, product knowledge and ensuring you make the drinks that are suitable to your outlet," said Wayne.

"It takes 15 seconds to make a long drink but around 30 seconds to pour a pint of Guinness - if I can do it in the back of a bus there's no reason why staff can't do it in a pub."

Size matters for Bacardi-Martini​

Don't believe the hype - size does indeed matter. Bacardi-Martini is on a mission to persuade pubs and bars to convert from 25ml to 35ml and even 50ml spirit measures.

The upsizing campaign has been launched in an attempt to drive sales across the whole category and demonstrate to licensees how a move to bigger measures can easily and cheaply boost profit margins.

The activity is spread across all Bacardi-Brown Forman spirit brands and 8,000 outlets have been earmarked for conversion by the end of the year.

"The UK serves the smallest measures in the whole of Europe and over here the consumer is currently getting less bang for their buck," claims Bruce Ray from Bacardi-Martini (B-M).

A huge amount of inconsistency remains in the on-trade when it comes to spirit measures. While some outlets serve 25ml as the standard measure, many offer 35ml or 50ml, particularly later in the evening and at weekends.

It makes a huge difference to the overall taste of a drink and the quality of serve obviously varies from one outlet to another. This state of affairs, according to B-M, is all very confusing for consumers and encourages many to switch to other drinks.

By upgrading to a 35ml measure the consumer is also more in control of their alcohol intake. At 1.5 units, it brings a spirit and mixer in line with a small glass of wine, half a pint of lager or a premium packaged spirit and bottled lager.

"Upsizing gives the consumer better value for money, increases cash margins for the licensee and improves the quality of serve," added Bruce. "There's no logical reason why pubs shouldn't do it."

While the majority of pubs may struggle to sell 28,800 shots a year, (nearly 80 shots a day), serving larger measures can boost profits.

To accompany the upsizing campaign and to help outlets achieve a smooth transition, B-M is offering thorough training and a PoS kit containing a branded dispenser, jiggers, price conversion charts and required legal signage.

Pourfection​

Last year, B-M embarked on its "Pourfection" scheme with the aim of raising the profile and profits of spirits in the on-trade.

As well as the benefits of upsizing, the educational initiative concentrated on two other core topics - how to serve mixed drinks correctly and how to create some tasty cocktails.

In association with mixologist Alex Turner, the company released a CD including a step-by-step guide to making the ideal mixed drink and a number of easy yet effective recipes, each of which is accompanied by photography to show what the finished product should look like.

Using its growing spirit portfolio, Alex has designed a number of cocktails that are divided into three sections according to difficulty and include shaken, built, muddled and blended concoctions.

Finally, a recipe section gives full ingredients and methods for over 90 drinks including classics such as the Mojito and Daiquiri.

An updated CD including Glenmorangie and Drambuie is due to be made available to the trade in August.