Advertorial – this article contains paid-for content supplied by Diageo.
Christmas is a vital time of the year for operators and considering which products to stock and serves to offer on menus will be essential to make the most of festive sales. After not being able to enjoy celebrating in the on-trade last year, consumers will be seeking ways to enjoy occasions in pubs and bars this year. This, of course, presents a golden opportunity for operators. The key will be to stock a range of high quality spirits and offer serves which feel special and unique.
Rum-based spirits have previously been considered a ‘summertime’ drinks option; however, these liquids are extremely versatile and form the base of many great-tasting yet easy to execute drinks that can be served in the run up to Christmas and throughout this period. For example, a Captain Hot Toddy serve is perfect for the colder months of the year. Simply add 40ml of Captain Morgan Original Spiced Gold spirit drink, 30ml of lemon juice and a tablespoon of honey to a festive mug and garnish with a cinnamon stick to provide an exciting seasonal serve to consumers. We also recommend a Captain Morgan Spiced Gold spirit drink Strawberry Daiquiri – a fun twist on an already popular cocktail which will encourage customers to experiment with their drinks and explore new flavours.
For those venues which may not have the expertise or time to create cocktails behind the bar, the wider rum category, including rum-based spirits, can be leveraged to drive increased spend per head[1]. Research has shown that on average, consumers of this category spend £23.60 per head per occasion – more than any other spirits consumer[2] and 64% of these consumers are likely to revisit a venue if they had a good experience[3]. Operators can leverage the popularity of rum to offer great-tasting rum-based spirit serves such as Captain Morgan Original Spiced Gold spirit drink and Coke – a quick and easy drink choice which is one of the most popular serves within the on-trade[4].
Stocking multiple types of rum and rum-based spirit drinks is a great way to encourage trial, offering customers something new to drink this festive season. Alongside a classic staple of white rum, we suggest maintaining a selection of spiced and flavoured rum-based spirits to encourage exploration from consumers and to help operators offer twists on classics. Spiced and flavoured rums are driving growth within the category[5], indicating that consumers are interested in trying bold, unique flavour profiles within the wider rum and rum-based spirit category. Captain Morgan Tiki – which was the number one flavoured rum-based spirit drink innovation[6] following its launch – offers customers something new to try, contributing to making their celebrations even more memorable. In turn, this could encourage repeat visits.
For more information and advice on how to bolster your Captain Morgan range head to www.diageo-one.com.
[1] This sub-category, as defined by Nielsen & CGA, is constituted of Rum based Spirit Drinks
[2] CGA BRANDTRACK AUGUST 2020 – This sub-category, as defined by Nielsen & CGA, is constituted of Rum based Spirit Drinks
[3] CGA BRANDTRACK AUGUST 2020 – This sub-category, as defined by Nielsen & CGA, is constituted of Rum based Spirit Drinks
[4] CGA Mixed Drinks Report Q1 2021
[5] CGA OPMS MAT to 22.02.2020 & H1 2021. Spiced Rum +21.2%, Flavoured Rum +37.8% – this sub-category, as defined by Nielsen & CGA, is constituted of Rum based Spirit Drinks
[6] CGA OPMS MAT P13 2020 – This sub-category, as defined by Nielsen & CGA, is constituted of Rum based Spirit Drinks
