Simple steps to unlock sales

Visibility is key if spirits are to soar this summer season

SUMMER is well and truly here, and as the mercury rises, so to does the opportunity to heat up sales – provided proper attention is paid to the right drinks categories.

• Gin is an ideal base for a raft of summer cocktails, according to Tanqueray owner Diageo.

That’s the message from spirits giant Diageo, which said by following a few simple steps, operators can maximise sales over the coming weeks.

One of the on-trade’s biggest success stories in recent times, gin continues to grow in popularity, and so the spirit should be front and centre of any outlet’s summer drinks offer, according to Guy Dodwell of Diageo, whose gin brands include Gordon’s and Tanqueray.

Demand for gin continues to rise as consumers search for special serves.

And he reckons demand for the spirit will continue to climb, adding that gin “continues to rise in popularity as consumers search for special experiences and serves”.

Rum is also said to be continuing to gain traction in the on-trade.
Sales of the spirit last spring/summer were up 2.4%, according to figures quoted by Diageo, and the drinks firm said rum is responsible for 21% of the total spirits category value growth.

Across all categories, there are simple steps operators can take to maximise sales in the weeks ahead.
Firstly, Diageo said creating ‘inspirational serves’ is a simple way of boosting the appeal of drinks.
Using ‘quirky’ vessels was also recommended by the drinks company, which suggested pairing ‘on-trend’ glassware, such as jam jars, with a classic summer pitcher.

When the sun does make an appearance, operators with outdoor areas can really cash in.
For those with the benefit of a beer garden, Diageo recommended offering al fresco table service, giving customers the option of booking a table in the outdoor area, and pairing sharing platters with drinks pitchers.
Whatever a venue’s summer offer, Diageo underlined the importance of ensuring it is well promoted.

“Don’t keep your customers guessing,” said a spokeswoman for the company. “Use menus and back-bar POS to clearly communicate your summer drinks offering.”