Diageo at the Forester Arms
The back bar had a good selection of sprits on optic and brands are separated from light to dark. Aaron has an on going training programme in place - this is evident from the good service that we obtained.
The current measure size of the Foresters Arm is 35ml - Aaron said that many of his customers are complaining that 35ml is expensive when compared with the 50ml standard serve of his competitors (Note his competitors are Social Clubs) In this instance Diageo recommends that the pub changes to 25ml with a strong drive to sell 50ml as a standard serve.
A 50ml serve; based on 37.5% ABV contains 1.9 units of alcohol. A pint of standard premium lager, based on 4.0%ABV contains 2.3 units and a 250ml glass of white wine at 12% ABV contains 3 units* (*The UK government advises that men drink no more than three to four units a day and women no more than two to three)
The Foresters Arm was complaining of a lack of customers - Diageo recommends implementing the new Long Mixed Spirit serve. It is a great way for The Foresters Arms to establish a point of difference by putting great presentation, mixability, consistency of serve and variety of choice at the forefront of their drinks offering, whilst also offering consumers better perceived value and a credible drinks choice to men.
In the future Diageo recommends that The Foresters Arm look into stocking Premium brands - this will allow customers to treat themselves. Research has shown that the motivating factor of 'having a treat' has increased by 57%* over the last 4 years in the on trade. (* TNS Alcovision Sep 2001 - Sept 2005) Also 90%* of customers have purchased a premium spirit in a mainstream outlet. (*RSBG Omnibus survey, Oct 2003)
