MAGAZINE

And the tills are ringing out…

…for Christmas cocktails. Or beers, or wine, or Christmas lunches, or mocktails, or CBD drinks, or anything! After last year’s devastation across the industry, pub and bar operators will no doubt take festive sales in any shape or form. 

November has brought with it a little caution from consumers, as the population monitors Covid-19 cases and prepares to do battle with customary winter colds and flu. As a result, the trade has quietened a tad, so the eyes of every on-trade operator around the country are firmly on Christmas trading and what this year’s festive season will bring to the sector. We want those tills ringing out! 
Following last issue’s in-depth report on consumer spending plans throughout December, in this edition we’ve homed in on cocktails (page 22), offering readers ideas, inspiration and insight into a high margin category this Christmas.  

We learned from our Festive Report that people are intending to drink out more this year, as levels of intention bounce back to similar levels seen in 2019 and surpass the levels of 2018. Fifty-seven percent of people who filled in our survey have previously been to a pub, bar or restaurant just to have a drink on Christmas Day. This year, 37% plan to head out for a tipple on 25 December. Nearly a quarter of people are ‘maybe’ heading out for a drink, so this is a key market for hospitality operators to promote to – can they be enticed out and into your venue? Beers and wine are of course a must, with 46% preparing for a pint and 36% planning to pop a cork or two. However, with 30% of consumers getting ready to shake things up with a cocktail this Christmas, now is the time to polish up your mixology menu if you haven’t done so already. 

In case you missed our festive findings last month, a reminder that atmosphere is the key driver of choice for 72% of pub goers, with value for money close behind (quality of food and drink, and price point the most important factors). Signs outside the venue are surprisingly almost as effective as social media advertising and POS inside the venue, so make sure you don’t forget about traditional avenues when it comes to spreading your festive cheer!

Tristan O’Hana - Editor