'Alternative Option' trial begins in King's Cross

'Alternative Option' trial begins in King's Cross

Pub & Bar’s ‘Alternative Option’ project has begun its first trial at The Star of Kings in London’s King’s Cross.

The first project has seen the magazine team up with Nirvana Brewery and STRYYK, introducing both brands to the Electric Star pub company and trialling a selection of their products in its Star of Kings venue.

With the level of abstinence in the UK continuing to grow and the fact that consumers are demanding unique and quality non-alcoholic drinks, the Alternative Option will document the sales success and product impact of these alternative serves in the King’s Cross pub, as well as what the Star of Kings team observed throughout the period.

“Over the last 12 to 18 months, we’ve had more of a focus on low- and no-alcohol drinks,” explains Steve Macri, operations director of Electric Star. “We’ve seen changes in consumer behaviour and believe that’s where the innovation is in the industry at the moment. When we saw the Alternative Option trial, which was more focused and covered both spirits and beer, we saw it as a great opportunity.

“The macro intention is to cement our position in the market as a pub business that innovates in this category. This category isn’t super high volume at the moment – it’s more about quality. But I think if you can stock the quality brands and become known for that now, then that will see us right in the longer term. We always think about what the pub of the future is going to look like. Not in six months, but in five years or 10 years, so a lot of this is about that long-term planning.”

The results of the Alternative Option trial at The Star of Kings will be published in the March issue of Pub & Bar.