Keeping spirits up

RANGE

When thinking about your range, your customers and the reason why they are in your outlet should be taken into consideration.

Two main factors define the right range:

1. Your customers' age and demographics

Younger consumers (18 - 25) will have a bias towards categories such as Vodka, Liqueurs and Specialities, Imported Whisky and Golden Rum

Older consumers will have a bias towards blended whisky, cognac and dark rum

2. The occasions taking place in your outlet

High energy - vodka, golden rum

Low energy - whisky, cognac

There are the standard lines that most outlets should be stocking, but don't forget about premium upsells in each category, for example:

Premium Vodka: Stolichnaya, Absolut, Finlandia, Wyborowa

Blended Whisky: Chivas Regal, Johnnie Walker Black Label

Gin: Tanqueray, Bombay Sapphire, Beefeater

Golden rum should also be included in most ranges as it is a growth area of the on-trade, as well as the off-trade: Morgan Spiced, Havana Club Especial and Sailor Jerry

Other key areas to remember when deciding on range:

• 49 per cent of proprietors have not changed or update their range of spirits in over two years*. *HIM! Proprietors On Track Report. Nov07

• Keep abreast of current trends from trade publications

• House spirits should not be stocked as consumers expect to see recognised brands in the On Trade

• Non moving or old lines should be removed from your range and replaced by lines that perform well in your outlet.

• Your range should also take into account regional variations.

DISPENSE ​

There are two main methods to dispense spirits in the on-trade - via Optic or free pour. The decision to choose Optics or freepouring will be dependent on the type of outlet you operate and the atmosphere you're trying to create.

• If your pub serves simple mixed spirits then Optics are better suited.

• If your account wants more of a premium feel, has an inventive design and more focus on Optics, then freepouring is the best method.

Optics​

If you have chosen to use Optics in your pub, we have highlighted key points that you should be doing.

Brands that should be on Optic are high volume lines (vodka, gin, whiskey), and by having these lines on Optic you reduce the need to change the bottle as often. These brands will usually be standard lines with premium trade up options clearly displayed on the Backbar. Optics also gives an accurate measure, giving customers a drink that consistently tastes the same.

Cordials and vermouths should not be placed on an optic as this space should be given to the fastest moving lines or a double facing for a line that is already on Optic.

When laying out your Optics, group similar products together as this makes browsing the Optic range easier for customers. Your dark spirits should be on the left leading to white spirits on the right. In the centre (positioned behind the till) will be your fastest-moving lines.

Having your key spirits brands on Optic lets the customer see what you have available and be able to order before they get to the bar - this will save the bartenders time as the drink choice has already been made. This is also good for large groups, as they don't all have to go to the bar to see what spirits the outlet on offer.

Having the correct bottle size on Optic also makes a difference to profits and customers. As such, 1.5 litre bottles should be used for three main reasons:

1. The labels on 1.5 litre bottles are produced the correct way around. This will give your Optic bank a better look and brands will be more recognisable to customers, as many haven't decided what they want to drink before they reach the bar.

2. 1.5 litre bottles on Optic deliver a higher rate of purchase - known branded 70cl bottles have a 60 per cent higher rate of purchase than the respective 70cl variants.

3. A combination of 70cl and 1.5 litre on Optic looks untidy due to the different sized bottles and labels different ways.

Hotspots are areas at consumers' eye-level and are a key focus point in the bar and usually behind the till or beer fonts. Identify your hotspots and position your fastest-moving lines here, as customers look to the centre first, then left to right. If customers can easily spot the product they want, time will be saved in drink ordering and serve.

Spirit wheels, although good for outlets with limited backbar space, don't allow customers to see what other brands are on optic. As these usually only hold a few bottles, outlets should think about removing wheel Optics and having these products on backbar or speedrail. If room is tight, think about moving lines that you don't sell (ie, glasses, old products,) to under the bar area to create additional room for spirit brands.

An area that is readily forgotten about, but makes a large impact is lighting. Many brands on Optics aren't noticeable due to poor lighting. Ensure your Optics has spot lights on them so customer can easily identify brands. Good lighting also enhances the Optics and creates a better look and feel.

Optic checklist

• 1.5 litre bottles only with label the right way

• Group similar products together

• High rate of sale lines only on Optic

• Fastest moving lines in hotspot area

• Double up where room allows

• Use branded optics to give better visibility

• Use lighting to enhance optic range and visibility

Free pouring​

Outlets that are suited to using free pour are usually cocktail or focused on a specific spirit category, with a small beer offering (no beer fonts) and a good but limited wine list. The décor will be more lounge feel with inventive design. Freepouring is better suited to outlets that have experienced bartenders, sell mostly cocktails and who want a premium feel to their outlet.

Although this method of dispense seems more straight forward than having optics, more thought does need to be put into to layout of the Backbar, speedrail, the time it'll take to make and serve drinks and the accuracy of serve.

70cl bottles should only be used, as 1.5 litre bottles are awkward to serve by hand. 70cl also look better on the backbar and an outlet can fit more products on the backbar if they're only using 70cl bottles. If a product is in the speedrail, ensure it also has a position on the backbar as customers will want to shop the backbar for their drink choice.

Lighting is more important for an outlet using freepour, as the spirit range is more likely to be larger and therefore needing more emphasis on certain lines. These types of outlets can use many different types of lighting - up lighting, coloured lights, different lighting affects for different categories. Ensure that all products are easily identifiable from the other side of the bar!

Free pour check list

• Bottles in the speedrail should also by on back bar for visibility

• Use lighting to enhance range and visibility

• Group similar products together

• Always use jiggers for accuracy of pour

• Only 70cl bottles should be used