Get the punters in
Pubs and bars have taken quite a pounding in recent months, as the off trade, and supermarkets in particular, entices customers away from their local with the offer of knock-down prices on beer, wine and spirits. So how can the on-trade fight back?
1. Loyalty vouchers
Loyalty vouchers offer the perfect incentive for frequent visits to a favoured destination. Mechanics like vouchers offer a tangible point of difference from at-home drinking.
With access to a much broader range of drinks - whether it be wine, spirits, beers, mixers or soft drinks - licensees are ideally placed to offer deals that both tie into the social aspect of pub-going and also enable customers to try something different.
2. Promotions
Special promotions to highlight different drinks that have a seasonal appeal can encourage trial and boost revenue.
Drinks boards should change regularly to give customers the impression that there's always something different going on, perhaps with a seasonal theme, and that there's a reason to keep coming back.
One idea could be to highlight a different region each fortnight. Taking Italy as an example, you could link this to Peroni, Amaretto, Pinot Grigio and an Italian-inspired cocktail. Remember, promotions do not necessarily have to be price led.
3. Responsible drinking
A number of mainstream brands have this year introduced lower alcohol alternatives, for example Beck's Vier and Stella Artois 4%.
Lower ABVs are proving popular, enabling your customers to have a great night out while moderating alcohol consumption.
Focus promotional effort on building awareness of the benefits of such alternatives, best enjoyed in draught form when served at the optimum chilled temperature.
Brand owners' point-of-sale material will assist such efforts.
4. Tertiary brands
Consider tertiary brands as alternatives to the leading brand names. Smaller brands often provide good quality at lower price points, and give pubs the opportunity to boost revenue while keeping profits looking healthy.
Keen price promotions enable licensees to provide offers that the customer is happy with, without giving drinks away. These quality alternatives can produce tasty and profitable cocktails or be offered in double measures as part of a footfall driving promotion.
5. Follow market trends
We know that cocktails are becoming more popular, as is the use of wine in cocktails. New World wines have also enjoyed a period of strong performance.
It's trends like this that licensees need to stay abreast of to make sure they're meeting current demands. Not all trends will be relevant to every pub's customer bases, but it's worth licensees spending time researching them.
One last important point: pubs need to look to suppliers and manufacturers now more than ever to see how they can support them through these difficult times.
Suppliers track the market very closely and react with new product innovation to ensure we can provide the types of drinks licensees need at the moment, most importantly at the right prices.
Ultimately though, licensees themselves now need to be creative when it comes to running their business - hard work alone won't be enough to ensure their survival over the coming months.
Vicky Lee is marketing manager at CWF, an importer, agent, producer and distributor of wines and alcoholic beverages. Its brands include Simply Yours, Kissing Tree, Silver Bay Point and Orchards.
