Publicans urged to grab Christmas opportunity for spirits in pubs and bars

Christmas is a key sales period for spirits, with one in three drinks served over the festive period made with a spirit (up from one in four in an average month).

Customer research undertaken by the company also shows 42% of people who don’t usually drinks spirits, do so at Christmas.

To capitalise on this the company has identified two main opportunities for pubs and bars: spirits with food and “up-tempo” nights out.

With food​

“There are clear opportunities for spirits at each of the three stages of the ‘with food’ experience,” said on-trade channel director Ian Peart.

“Tapas-style menus have become increasingly popular for festive celebrations and can be perfectly paired with premium spirits and pitchers. After all, Christmas is about sharing, so it’s no surprise that 80% of consumers buy pitchers because they are ‘good to share with friends.’”

Other opportunities include swapping pudding for a dessert-themed cocktail such as a trendy espresso martini or the Dom Pedro (Chivas Regal, Kahlua & vanilla ice-cream), or trading up a hot drink with a splash of spirit, such as the Malicoco (hot chocolate with Malibu) or the Chivas Winter Warmer (Chivas Regal, sugar & hot water).

Big nights out​

To engage revellers over Christmas, the company suggests adding a festive twist to your cocktail menu, either by rebranding existing drinks, such as the Mojito-ho or the Christmas Colada, or creating new festive drinks.

It will also be driving sales with a trick taken from coffee shops – using a stencil to top drinks with a themed design, in this case a star made from edible glitter - and releasing new drinking vessels including Absolut-branded glasses in the shape of baubles that hang from a wire Christmas tree.

Festive Fizz​

Champagne is also a big opportunity at this time of year, according to the company, with 46% of all Champagne sales sold over Christmas.

Peart suggests offering pre-booed parties a drinks package that include Champagne before the meal and serving Champagne by the glass, particularly rosé Champagne, which sees significant uplift at this time of year.

“Christmas is a big opportunity for on-trade retailers, with the average outlet taking 28% more cash in December than any other month but it doesn’t just happen,” said Peart.

“You have to prepare, promote and premiumise to make Christmas special.”