Pernod Ricard: the verdict
What general areas have you been advising the pubs on?
"Optics; summer trading; getting Christmas right; and spirit perfect serves."
What key changes have you advised the licensees to make in your category?
"There were four key recommendations:
* Have only 1.5L bottles on optics as this increases the visibility of the brands on offer and reduces the need to change the bottles as often
* Pitches and long mixed drinks are perfect for summer and they are refreshing and by serving pitchers, consumers can spend more time socialising than returning to the bar for more drinks
* Christmas is one of the most important times of year for the On Trade and having the right products on offer is equally important. Changing the selection can also encourage consumers into your outlet - Christmas is a festive time of year, outlets need to make consumers feel welcome
* Every spirit and mixer should be served perfectly, which currently is not happening - ¼ consumers receive their drink in a dirty glass and only 50% felt that their drink has enough lemon and ice*."
As a company, are there any learnings from working with our pubs that you can take forward to other customers?
"Even if you don't sell many spirit and mixers, outlets should know how to serve each one perfectly."
Looking forward, what key messages do you offer pubs as they look to trade their way out of the recession?
"Although we're seeing that consumers are visiting the on-trade less (33% of adults now visit the on-trade weekly vs 36% last year - equates to 1.4m less visits per week**), they are spending more on each occasion.
"This is because as consumers' purse strings tighten, their main driver for visiting is sociable get togethers -- to meet friends and have a good time - making the big night out/party and special celebration occasions more important**. Although consumers are tending to trade down in the off-trade (the discounters and value stores are performing well), in the on-trade consumers still want to treat/reward themselves.
"Pubs should take full advantage of consumers' willingness to spend more on these types of occasions, so should ensure they are stocking high quality spirit brands that are particularly popular in high tempo occasions; vodka, imported whiskies and golden rums are consumed on these occasions."
"Additionally offer entertainment that ties in with these occasions - quiz nights and karaoke, and advertise that your outlet is doing something different.
"With summer on the way outlets with outdoor space should make the most of this, by having good table and chairs, plants where there is space and outdoor heaters to encourage consumers to stay outdoors."
Sources:
* him! On Track 2008
** AlcoVision Chartbook Dec 2008
