Keeping up with the festive Joneses

But why define this generational group? Well, because, according to CGA Strategy, more than two-thirds of the adult population visit pubs over the festive period and it seems that mature women are enjoying going out more than ever before.

“Our consumer research last year highlighted massive increases in female visits, along with people in their 40s and 50s, compared to an average week,” says CGA’s commercial director Tom Lynch.

“Christmas is the most important trading period for all drinks in the on-trade, with 10% of annual drinks sales — versus 7.5% in an average four-week month — occurring during this period,” says Diageo’s on-trade category manager Andrew Leat, adding that “36% of drinks served in the on-trade are to women”. But what is it that this female generation’s palates are craving?

To understand the trend, we need to look backwards to look forwards.

Generation Jones​

According to social historians, the people whose preferences are defined by the 1970s and early 1980s — the generation too young to be Baby Boomers and too old to be part of Generation X — are referred to as Generation Jones, a term first coined in America by author Jonathan Pontell and used to describe their yearning for better things.

Generation Jones is notorious for trading up to more desirable commodities, making it particularly attracted to outlets with a focus on premium products.

When it comes to drinks brands of their time, the likes of Harveys Bristol Cream, Mateus Rosé and Babycham were incredibly popular. Now, their palates are accustomed to certain flavours and sweetness, and they’re drawn to the luxury of what these products represented in their heyday. For some people, brands gone by have had their time, for others they offer a sense of nostalgia.

“Sherry is a very valuable cat-egory at Christmas and Harveys Bristol Cream is the sherry of choice at this key time of year,” says Maxxium UK’s on-trade sales director Jim Grierson. “Its signature serve, Harveys over ice with a slice of orange, is simple. The fresh citrus tang brings out the taste of candied orange and complements the dried fruit and toasted almond flavours of Harveys — perfect for festive drinking.”

Nostalgia trends​

CGA’s Lynch agrees that nostalgia trends are rife during the festive season. “This is evident in some of the brands that see a surge in Christmas consumption, with many old favourites making an appearance as lapsed brand loyalists revisit the trade and revert to familiarity.

There’s also an expected bump in sales of Champagne, hot cider and premium brands, all providing healthy margins for pub operators,” says Lynch.

Could it be that the spike in fizz and cider reminds Generation Jones of Babycham, the now retro sparkling perry with its distinctive fawn logo? Perhaps. After all, its glassware now resells on the open marketplace at rather high prices.

“People want better, they want suggestions, but in the absence of choice or any suggestions, they play safe with what they know,” says Lynch. Baileys, rum and coke, vodka and tonic and bubbly all fit the bill.

Softs sales​

Soft drinks see an uplift in sales at Christmas, as many revert to spirits and mixers.

“The eight-week period leading up to Christmas is vital for soft-drinks, with carbonates showing the biggest seasonal uplift, growing by 29%,” says Alan Hay, on-trade controller at AG Barr.

“The spirit and mixer occasion at Christmas is a huge opportunity to maximise sales, with sales of spirits increasing by 40% versus an average month, which is worth an additional £245m in the on-trade,” agrees Leat.

Hay also infers that, if you’re not already including drinks suggestions on food menus, perhaps you should start, explaining that “where food is served, consumption of soft drinks is higher, particularly as a result of family dining”.

Wes McKenna, cold channel director at Coca-Cola Enterprises (CCE), says: “In some outlets, the soft-drinks offering can be fairly limited, so consumers revert to trusted favourites, which they know will be available. However, 83% of customers would appreciate a more interesting recommendation and 18% are then likely to trade up to a more premium drink, if suggested by staff.”

Cocktail trend to rise​

Drinks distributor Cellar Trends expects the volume of spirits, liqueurs, syrups and bitters used in cocktails to rise 10% this year and 50% over the next five years.

“By 2017, as pubs, restaurants and hotels seek to meet growing de-mand, the number of outlets serving cocktails will increase by one-third, rising from 30,000 in 2013 to 40,000 by 2017,” says Terry Barker, director of marketing for Cellar Trends.

“The size and growth of the cocktail market has been seriously underestimated,” adds Barker. “Cocktails are now asked for and served in pubs across the land, where previously it would have been thought too sophisticated. Cocktails have opened opportunities for pubs to secure new drinks income.”

For many, a one-stop shop — a supplier offering a broad variety of drinks — can simplify the ordering process a little. Liberty Wines recently launched an artisan range of cider, craft beer, gin and vermouth, to complement its wine portfolio so customers can source high-quality regional products from a single trusted distributor. Offering something different to the off-trade is also a way to make your bar stand out from the crowd.

Fizz on tap​

Despite memories of cheap plonk served from a bag in a box at Tupperware parties in the ’80s, tap technology has advanced and Prosecco from a font has massive appeal and eradicates wastage.

“Offering Frizzenti from the tap ensures each glass is served cold and fresh every time and there is no wastage from unfinished bottles. This is important for sparkling wines, which lose their sparkle every time a bottle is opened. It’s quick to pour with no mess and frees up space in the fridge,” says Frizzenti MD George Workman.

“Each keg should be stored either in the beer cellar at a temperature of 7°C to 9°C, or can be placed under the bar with the wine pumped through a mini-flash chiller,” he says, adding there is also the opportunity to hire a branded mobile Prosecco bar for events, to drive further awareness of serving Prosecco by the glass, on tap.

When it comes to fizz, Freixenet recommends adding at least a cava, Prosecco, Champagne and a sparkling rosé to your menu, and believes that rather than differentiating, “consumers trust familiar brands that deliver on quality and taste, so major names such as Freixenet must be stocked during the festive season,” says Freixenet managing director Damian Clarke.

Fun sells​

Christmas is also all about traditions and WKD is again continuing with its own by giving consumers free humorous festive hats with on-trade purchases. The brand has a track record in providing sought-after Yuletide headgear for promotional purposes and the 2013 Christmas moose offering — complete with antlers and ears — will be available free to callers to the WKD PoS hotline (0800 917 3450) from 1 November.

“We’ll be giving away thousands of moose-head hats to on-trade consumers and complementing the promotion with a fun range of PoS and festive cocktail suggestions,” says Debs Carter, marketing director for WKD — perhaps it’s not targeting the Generation Jones demographic, but it’s a good way to raise festive cheer.

Exceeding expectations​

So how should your outlet appeal to the female set of Generation Jones? It is something many a brand owner and licensee should be considering. Exceeding expectations with luxurious cocktails, well-poured and dressed G&Ts, lots of fizz, rosé wine and a premium selection of ciders, perhaps.

“Herbs like rosemary are a great garnish for a G&T, especially at Christmas,” says Leat, suggesting ways of making even the simplest spirit and mixer look special.

“With a potato peeler create a long strip of orange skin and place inside the glass. For added festive flavour, push some cloves into the orange,” he says.

And, with a backdrop of Chrissie Hynde belting out the classics, you can’t go far wrong.