TRADE customers turned out in force for C&C’s On Tap event last month, with nearly 900 through the door at Glasgow’s SWG3, representing around 1400 outlets – nearly 15% of the country’s total.
Afterwards, SLTN spoke to On-Trade director at the C&C Group, Kenny Gray, who declared himself well satisfied with what had been the annual event’s highest attendance in recent years.
“We had over 60 stands from 35 brand owners and our own brands,” confirmed Gray. “The activation on the day was amazing, creating a brilliant atmosphere in SWG3 for all in attendance
“We were really pleased with the event overall – It has had the highest attendance in recent years which would reflect how relevant we are across the trade but also that now more than ever our customers are keen to engage with brand owners, our partners, to gain greater insights, and generate further value for money for their consumers.”
One factor attracting the crowds were the special deals that were on offer at On Tap. In addition to C&C’s other winter promotional activity, there were 80 incremental deals across around 300 ‘fast moving’ items which customers could book on the day to take advantage of the additional free stock or improved pricing on offer.
Getting those incentives in place is always a part of selecting exhibitors for On Tap, said Gray.
“We build our plan for the day around our own brands, our partners and their key brands, and we also ensure they have something to offer our customers on the day for placing orders for their brands. In addition, we look at category trends to ensure we have those covered.”
“It is important for us and our customers that we partner with a wide range of suppliers so we are able to support our customers no matter what their outlet style or consumer type is. Our customers are looking for something different – something to give them standout in a challenging economic environment.”
Asked his opinion on the health of the Scottish on-trade in 2024, Kenny replied: “It has been challenging for the on-trade with the pressures from the cost of living and legislative impacts, but the licenced trade is an industry that is constantly re-inventing itself and consumers want to have good times socialising with friends and family.
“I believe Scotland has had a difficult trading period over the summer, so this would hopefully point to a more optimistic festive period,” he suggested.
“On one hand the Euros gave us all reasons to believe, but as we lost the Tartan Army for best part of a month, the pubs back home did not appear to benefit from heightened demand.
“The variability of the Scottish weather has shown us when the sun shines demand is there and when the weather has been poor, demand is restricted.”
Looking forward, what trends had Kenny picked up from On Tap’s bumper crowd? “Judging by the audience participation at the stands, draught beer, tequila and options for ‘no and lo’ look like they could be popular over the festive period.”
