Banking on holiday plans

Thinking about the end of August may seem like you're wishing the summer away, but it could be the next key date for pubs to bring in some extra cash — if planning is done early.

The bank holiday weekend, 27-29 August, is a time for social occasions. People often like to spend at least one of the days or evenings with friends in an out-of-home setting, so it's up to pubs to ensure that occasion takes place in their venue.

There are plenty of events and options for pubs with gardens if the weather holds up, but it's always important to have an alternative wet-weather plan to draw in punters.

Think of fun events that would appeal to your target consumer, or new drinks for people to sample — particularly ones that may generate a good profit margin for the pub.

RTD brand WKD, for example, has some innovative in-outlet activity planned to help publicans over the bank holiday. Under the theme of the 'WKD Big Weekend', consumers in hundreds of on-trade outlets will have the opportunity to get free giant wigs or over-sized sunglasses. It's all part of a £30m marketing investment in the brand this year.

"We plan to make a big deal of the last summer bank holiday and will ensure the extra day off is even better for our consumers," says Debs Carter, marketing director at WKD owner Beverage Brands.

Food and drink ideas that veer from your normal daily offerings might also be worth considering.

Mixing it up​

The usual summer drinks will be a winner if the sun is shining, so make sure you have good levels of stock.

And, this summer, brand owners have also been pushing alternative summer serves to introduce consumers to new tastes, so it's worth checking what others might be offering to see if it could suit your punters.

Nick Williamson, marketing controller at First Drinks, says it's a good idea just to keep people aware of some other serve ideas instead of sticking to the classics.

"We have some drinks in our portfolio, such as Cointreau and Tia Maria, that people aren't always sure how to drink," he says.

"This summer we have been highlighting the mixability of some of these drinks, such as Tia Maria with cranberry (the Tia Breeze) and also some of the mixes with amaretto — it works well as a long drink with ginger ale, for example."

Williamson says barstaff can keep it simple, but still offer some alternative drink ideas to their customers, which can generate good margins.

"Spirits and mixers are the most profitable drinks in a bar. Pitchers can also bring in a good cash margin, so that's another thing to think about," he says.

Maxxium UK's on-trade sales director Jim Grierson also highlights the profitability of spirits. "Even a simple cocktail menu will encourage consumers to spend slightly more on a great-tasting drink," he says.

As an example, Grierson points to the company's Red Stag brand, which was launched last year.

The Jim Beam Bourbon, which has a black cherry flavour, can be mixed with cola, or ginger and lime (Brass Buck) or sweet and dry vermouth (Red Manhattan).

In addition, Maxxium has been promoting its summer serve for Harveys Bristol Cream, which blends the drink with ice and a slice of orange.

"Licensees can offer their customers something really new, exciting and refreshing in a category that has been lacklustre for quite some time," says senior brand manager Jane Wilson.

The company also has a punch serve it is promoting under its Courvoisier brand, which is backed by a £15m investment this year.

The Courvoisier Punch comprises Courvoisier mixed with Fever-Tree lemonade, Angostura bitters, orange and lemon slices.

With more than £1 in every £3 spent on spirits going on premium spirits in the on-trade, it is important to stock the right products during key selling periods such as public holidays to capitalise on this premium opportunity, says Dan Reuby, customer development director at Pernod Ricard UK.

This summer, Pernod Ricard UK has launched a range of refreshing seasonal cocktails using Absolut, Havana Club and Jameson to help licensees upsell to consumers.

"These simple summer serves, such as Absolut Summer Sunset and Jameson Orchard Fizz, have been developed to provide bartenders with a range of ways to serve spirits throughout the summer months using simple and accessible ingredients," says Reuby.

"Absolut flavours can also be used to create very simple, quick and easy-to-make mixed drinks that require no complicated training or equipment. They allow licensees to differentiate their drink offerings, by providing choice beyond traditional serves," he adds.

New on the drinks menu​

For those looking for something new this summer, cocktail expert Funkin has created the Funkin Strawberry Woo Woo cocktail mixer.

The drink, designed for mixing with vodka, combines peaches, cranberry and lemon juice and takes just 10 seconds to prepare, according to the producer, with the addition of ice and vodka.

"Summer is the perfect time of year to introduce cocktails to your drinks menu as consumers look for refreshing fruity flavours during the warmer months," says Funkin chief executive Andrew King.

The mixers require minimal training for barstaff and can produce high-margin drinks, the company adds.

Kopparberg Cider also has a new seasonal offering for those looking for a new summer drink.

The first of its seasonal range is Kopparberg Raspberry. The cider is infused with raspberry and a hint of mint, and is designed to be poured over ice.

"We're delighted to be introducing a seasonal offering to the Kopparberg range, as it allows us to meet the strong consumer demand for new variants, while being conscious

that bar fridges and shelf space are not elastic," says Davin Nugent,

Kopparberg UK managing director. The variant will be available until late September.

Wine lovers should not be overlooked. Californian wine brand Barefoot Wine is the latest producer to add a Moscato to its portfolio. Moscato offerings have joined many portfolios in recent months because they appeal to those who like sweeter wines and also those seeking lower-alcohol options.

The launch of the Barefoot Moscato is being supported by marketing activity focusing on incorporating the drink into a number of recipe ideas, such as 'Barefoot Little Sips' cupcakes. Drink serve ideas include the Barefoot Moji-toe and Cos-Moscato cocktails.

One company looking to meet the demand for summer cocktails is Coppa Cocktails, whose ready-to-serve range is centred on classic recipes, including the likes of the Mojito, Mai Tai and Cosmopolitan.

Mainstream bars, which account for the majority of spirits consumption, can now tap into the growing and lucrative ready-to-serve cocktail opportunity.

Supplied in silver cocktail shaker bottles, they are ready to serve straight from the fridge with ice and fruit.

Coppa Cocktails claims its drinks can offer a profit return of more than 300%.

Drinks producers suggest incorporating food with their products as a way of maximising bank-holiday profits. Wine producer Stowells suggests incorporating a meal deal, including a glass of wine.

The company also advises publicans to upsell customers to a larger serve, whether it is a 250ml glass or a bottle for a group to share, as a good way of maximising profits.

"Stock wine from various price brackets to encourage customers to trade up," says a spokesman.

Barbecue tips​

Many pubs will consider offering their customers barbecued food over the summer weekends, and especially over the August bank holiday.

Premium burger supplier Ben Burgers has some tips to ensure safe barbecuing, such as making sure any raw meat is handled carefully and then cooked well.

"Even if the meat is charred on the outside, it may not be cooked in the middle; this is particularly important for burgers and kebabs with mince," says the company.

Chefs can use digital temperature probes or meat thermometers to check that meat is fully cooked. Burgers should have an internal te