Make the most of the season

There’s potential to generate extra sales this year, says Diageo

Christmas cocktail

THE festive season usually provides a fairly reliable opportunity to grow sales in the on-trade, but this year has the potential to be more profitable than most due to Christmas day falling on a Monday, according to Diageo.

A spokeswoman for the spirits giant explained that, due to December 22, 23 and 24 all falling on a weekend this year, operators should be ready “to grasp the potential additional sales on offer by ensuring they are adequately stocked and that they are driving footfall through activation and promotions in their outlets”.

Generally, the lead up to Christmas and New Year holds “huge opportunity” to drive customers into “a highly profitable drinks category during four key occasions”, said the spokeswoman.

She explained that the four occasions include: ‘Christmas get together’; ‘work party’; ‘big night out’; and ‘the formal meal’.

To make the most of the potential additional footfall over the festive period generally, as well as the weekend before Christmas Day, the Diageo spokeswoman explained that operators must have an adequate supply of must-stock premium variants, as well as “a wide range of the best-selling brands”.

Making customers aware of your festive drinks range is also vital, according to Dan Bolton of Hi-Spirits, the firm behind, among others, Brooklyn Gin.

He explained that operators should use “plenty of point of sale materials so customers know what’s on offer”, as well as ensuring all staff “can explain the seasonal serves when asked”.

Bolton added: “Adapt the range – don’t rely on the spirits and liqueurs gathering dust on the back bar, stock up on new and innovative products.”