Cash in as drinkers aim to impress

VALENTINE’S Day presents a great chance for bartenders to encourage consumers to trade up to higher margin drinks.

So contends drinks giant Pernod Ricard, which insists February 14 is a day on which “consumers are looking to impress loved ones and are prepared to splash out on premium wines and spirits”.
“In terms of spirits, research shows that half of all spirit drinkers are willing to pay more if an ‘up-sold’ offer is made, therefore effective and knowledgeable bartending can make a big difference to profit margins during occasions such as Valentine’s Day,” said Dan Reuby, the firm’s customer marketing director.
On the make-up of Valentine’s lists, the firm, whose portfolio includes Absolut vodka and Jacob’s Creek, reckons sparkling wine holds the key to cocktail success on the big day. It said the category is showing 8% volume growth in the on-trade, ahead of the total market.
“Sparkling wine cocktails not only look fantastic, but for licensees looking to capitalise on sparkling wine by the glass they help to avoid wastage,” said Lee James, channel director for wine at PRUK.
“We also suggest that licensees consider offering a set Valentine’s Day menu [with] the option of an aperitif or digestif cocktail included.”