On your marks, get set, sell

Official partners encourage operators to make the most of Commonwealth Games

• Operators should promote any Commonwealth Games activity their outlet is participating in.

WITH less than one month to go, the wait is almost over for Scottish publicans looking to pull out all the stops for the Commonwealth Games.

Ahead of the July 23 opening ceremony, the firms behind the Games’ official drinks partners say there are a number of steps licensees can take to ensure they make the most of the event.
John Gemmell of Heineken UK said the Games is expected to bring an “influx of tourists” and, as such, “licensees should be offering consumers a range of the most popular cider and beer brands along with a selection of premium products for consumers looking to enhance their drinking experience and spend a little more”.
“Like with any event, we’d recommend that licensees get as involved as they can, though obviously the type of venue will determine exactly what that support looks like,” he said.
Gemmell offered the following tips for licensees who plan to get their outlet involved with the Games.
“Promote the Commonwealth Games and any activity your outlet is participating in both internally and externally,” he said.
“Display and have knowledge of the schedules of the different events to share with consumers.
“If you are showing the Games, ensure that you have the right equipment sited in the right place in your outlet.
“Use point-of-sale (POS) to highlight your range to consumers as soon as they enter your venue and gear special offers around peak trading periods in order to influence and interrupt their purchase decisions,” said Gemmell.
In addition to Games-specific advice, Gemmell also reminded operators that they should ensure their staff are up to speed on the beer and cider ranges, and to deliver the ‘perfect serve’.
“Clean, chilled, branded glassware plays a vital role in creating the perfect drinking experience and helps to boost sales and profits as satisfied consumers are more likely to trade-up and repeat purchase,” he said.
Alan Hay, on-trade controller for soft drinks firm AG Barr, underlined the importance of delivering the ‘perfect serve’.
“Ensuring the delivery of a perfect serve drink is very important: carbonated soft drinks should be served poured over a glass filled with ice, while bottled water should be chilled to perfection and served with a slice of lemon or lime,” said Hay.
An ‘official supporter’ of the Games, AG Barr will be supplying its Strathmore water brand to competing athletes as the ‘official water’ of the games.

If you are showing the Games ensure you have the right equipment sited in the right place.

Outwith the stadiums and arenas, Hay expects consumers will also be picking up Scottish products.
“We expect many Scottish consumers to make an occasion of the event and watch the sporting activities in their local pub or bar,” he added.
“Everyone will be expecting to consume Scottish soft drinks.”
As the Games draws nearer, Hay said now is the “perfect time” for publicans to ensure they can make the most of the soft drinks opportunity this summer.
“Licensees can generate incremental sales by stocking products which will be in the spotlight during Glasgow 2014,” added Hay.