THIS year will see history made as the UK officially crowns its first new monarch in 70 years.
And while the event, on 6th May, will certainly be one for the history books, the coronation – and related bank holiday weekend – could also help drive customers into pubs and bars.
That’s the view of Tanqueray, Gordon’s and Pimm’s owner Diageo, which reckons licensees will be able to capitalise on the occasion by stocking ‘quintessentially British’ products.
“The coronation of The King and The Queen Consort presents a key opportunity for operators,” said Alex Haslam, head of category development, on-trade, at Diageo GB.
“The occasion inspires people to make the most of the celebrations as they look ahead to the long bank holiday weekend and plan get-togethers, with many using it as an opportunity to get out and about.
“As we see an influx of people socialising and looking to their local pubs and bars to enjoy the celebrations and soak up the atmosphere, operators can tap into this occasion by ensuring they are stocked up on a diverse range of spirits to add some excitement to their drinks offering.”
The company, which holds royal warrants for a number of its brands, including Johnnie Walker, Tanqueray, Gordon’s and Pimm’s, is promoting a signature serve for Pimm’s ahead of the Coronation weekend: the Pimm’s Coronation Spritz.
Combining Pimm’s with strawberry jam, basil leaves, lemon juice and soda water, the serve has been designed to tap into what Diageo described as a growing trend for spritz serves, as well as the potential popularity of recognisably British brands over this particular bank holiday weekend.
“Operators can bring the occasion to life in their venues by getting creative with decorative displays, and taking advantage of point of sale materials,” said Haslam.
“Introducing coronation-themed cocktails on menus can also encourage guests to trade up and explore new serves.
“We also know that in general, quality is key, with 92% of consumers now choosing better when it comes to their drink choices.
“So, choosing popular, quality brands and accompanying ingredients is essential.
“Pairing cocktails with food options is another way to elevate guest experience and may increase spend when consumers are out on food-led visits.”
