The wet-trade is making its way back into pubs, as the casual-dining fad begins to wane in the UK. Research by Catton Hospitality’s S4Labour revealed wet-led operations saw a 4.8% sales lift in February, compared to last year. While food-led pubs experienced a 0.6% year-on-year dip.
Drinking pubs can still do very well in a tough market if they provide a distinctive offer that responds to the demand for on-trend drinks like craft beer and gin. Later in the year, Mintel suggests that rum will be the next big spirit in the cocktail market, following a similar trajectory as gin has in the last five years.
To help keep your pub making the most of the demand for a variety of drinks, we’ve put together a handy list of events coming up this year that you can use to cater your offering to maximise your returns.
Drinking in 2018
January, Dry January/Try-anuary
Millennials are drinking less, so this year is the year to get in on the adult soft drinks. Demand for “Anything other than Coke!” is higher than ever as more people look for ways to enjoy the pub in a healthier way. Dry January is a great way to start experimenting with softs. On the other side, the Try-Anuary campaign is gaining traction, giving you an opportunity to explore craft beers and local ales.
Suggested Drinks: Mocktails, low-calorie drinks, low-alcohol beer, craft beer
26th January, Burn’s Night
Help the Scots celebrate by rolling out the whiskey barrels, dark beers and whiskey cocktails like Moscow Mules
Suggested Drinks: whiskey, cocktails, dark beers
3rd February, Six Nations
The first major sporting event of the year for pubs, but certainly not the last. Make sure your big screen entertainment is ready for a year of great sport! The Six Nations is a perfect chance to push your Guinness and lager offerings.
Suggested Drinks: Lager, Guinness
14th February, Valentine’s Day
As the casual dining market continues to suffer on the high street, pubs are well-placed to make the most of anniversaries and of course, Valentine’s Day. With the right atmosphere and a little bit of sparkling wine, you can offer guests a romantic night that doesn’t break the budget.
Suggested Drinks: Cocktails, champagne and sparkling wine
11th March, Mothering Sunday
Treat mum to a lovely Sunday afternoon in her favourite pub. Older mums are likely to favour gin and wine, while younger mummies in the 18-25 bracket favour RTDs and flavoured ciders. Of course, both brackets love a cheeky cocktail!
Suggested Drinks: Cocktails, G&T
18th March, St Patrick’s Day
In case you haven’t been making the most of St Patrick’s Day, the Irish offerings are key. Guinness, of course, but keep in mind the wide variety of Irish drinks, like whiskey, Baileys and craft beers to make your offering appeal to a wider market.
Suggested Drinks: Irish stout, whiskey, Baileys
23rd April, St George’s Day
The first of two celebrations of British pride this year, St George’s Day always sees an increase in cask beer and guest ales. Men in the 18-25 bracket are showing an increased interest in craft beer, so tap your local community for local offerings and help promote the craft brewers in your area.
Suggested Drinks: Cask beer
19th May, Royal Wedding
The second of our two Britain-focused celebrations in 2018. Pubs were recently given permission to open late to celebrate the wedding of Prince Harry and Meghan Markle. So make the most of it with British drinks and sparkling wine for toasting!
Suggested Drinks: British beer & sparkling wine
14th June, FIFA World Cup
The World Cup is in Russia this year, so in addition to rolling out the Carling, consider exploring the Vodka options to add some on-theme variety.
Suggested Drinks: Carling, Vodka
4th July, US Independence Day
Alongside your Budweiser’s and Sam Adams, this Independence Day, why not explore the craft beer options available from the star-spangled states? Micro breweries have been booming in America over the last five years, so there are loads of craft beers available. Can you find a beer for every state?
Suggested Drinks: US craft beers
Summer
If we get sunshine this summer, remember to break out the Pimm’s! This classic summertime treat is one of our national treasures. To accommodate every member of the family, expand your soft drink, low-alcohol beer and wine offerings. Summertime cocktails, featuring botanical-rich gins and summery garnish will also be popular this year.
Suggested Drinks: Fruit ciders, lagers, Pimm’s
31st October, Halloween
Halloween is a great time to experiment with spirits (ha ha!) and themed cocktails. Pumpkin spiced beer and cider from the US is likely to start expanding into the UK market this year, so keep an eye out for these seasonal crafts.
Suggested Drinks: Spooky themed cocktails, seasonal beers, pumpkin spice cider
5th November, Bonfire Night
Start mulling early and make the most of the crowds if you’re setting off fireworks this year. If your pub is near a local public display, attract visitors with seasonal beers and warm cider.
Suggested Drinks: Seasonal beers, warm cider
Christmas
Hot toddies, mulled wine and Champagne are the tastes of Christmas, alongside Baileys and sherry. These classics never go out of style, so remember to keep your mulled offerings nice and hot all day long.
Suggested Drinks: craft beers, spirits, sparkling wines, mulled cider & wine
31st December, New Year’s Eve
Ring in the new year and a successful 12 months of happy drinkers with Champagne. Toast the evening and let the cocktails flow as we sing Auld Lang Syne and get ready to do it all over again!
Suggested Drinks: Champagne
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