Whether it’s a traditional Burns Supper, a themed drinks menu, or just a malt of the month offer, there are plenty ways operators can leverage Burns Night to help with their whisky sales.
After what can usually be expected to be a slow start to the year, the annual celebration of the Bard’s birthday – on 25th January – always provides people with an excuse to give up on the post-Christmas healthy living and treat themselves.
“The opportunity to drive whisky sales around Burns Night is huge – both on the night and long after with a knock-on halo effect,” said Cameron McPherson, brand ambassador at Angus Dundee Distillers.
“It’s a natural fit — having ‘a wee nip’ just feels like the right way to celebrate. It’s a tradition, making it an easy sell. Bars and pubs can elevate this with the opportunity to get creative with whisky flights, themed cocktails, and engaging experiences.”
Tim Webster, business development executive for Glenfarclas distributor Pol Roger Portfolio, agreed, saying that Burns Night ‘seems to be the event that breaks peoples’ Dry January streak’.
“Due to this, it brings people back to venues in a celebratory mood post-Christmas and the January lull.”
Ryan Way, Key Account Manager for LMB UK, which has both Glen Moray and Cutty Sark whisky in its portfolio, said: “During a period where guests are a focused on whisky as their drink of choice, there is certainly an opportunity to raise awareness of your outlet’s whisky credentials.
“It can be daunting for an outlet to stock higher priced expressions, especially in January when footfall is normally lower.
“However, being willing to spend a bit more on one or two bottles, then selling to customers at a lower margin or at break-even prices, can raise your profile as an outlet for great value & top shelf drams.
“Ultimately this will drive sales all year round off your typical, strategically priced lists.”
However, as it is a special occasion, customers might be expected to spend a little more than on a regular visit, according to Jennifer Runciman, head of category development for the on-trade at Diageo.
“More so than ever people seek to elevate moments with premium drinks that embody quality and a true sense of occasion,” she said.
“In fact, 41% of spirit drinkers agree that it’s worth paying extra for quality. For any celebratory occasion, including Burns Night, people are looking for drinks that feel special and distinctive.
“Whisky is perfectly placed to unlock these motivations, with the category seeing a significant rise in popularity with global sales projected to grow 5% annually, demonstrating its strong appeal among both seasoned connoisseurs and new drinkers.”
Landing on the right way to capitalise will, of course, depend on the venue and its particular customer base, but drinks companies suggested a range of possible activities, from the traditional Burns Supper of haggis, neeps and tatties to alternative menus and celebrations.
Webster at Pol Roger Portfolio said that, although the traditional supper can be great, they can ‘suffer the rigidity of format’.
“Luckily there are lots of things that can be done that celebrate Burns, to suit a specific venue. These include a ceilidh, quizzes, menu specials, open mic Burns poetry, haggis making masterclasses, whisky masterclasses, whisky pairings on specific food items etc…
“Month-long promotions might be pushing it, but the three weeks leading up to the night can definitely be utilised to host multiple promotions and menu specials.
“Haggis isn’t just for Burns night (and neither is whisky).”
And even sticking with the traditional haggis doesn’t have to mean sticking with a traditional meal.
Nathan Shearer, head of education at Speciality Brands, suggested serving haggis balls as bar snacks to accompany a menu of drams and cocktails.
“This takes pressure off the kitchen and can have a less structured timeline, allowing people to arrive at the venue and enjoy the offering as and when they choose.
“Month-long menus, whilst sounding good on paper, are difficult to activate due to the time of year – many people in January are conscious of spending too much or taking some time away from alcohol.
“However, one week menus and activations in the run up to or from the night offer the opportunity for consumers to dip into the festivities without needing to commit to the actual date.”
Mark Rannoch, UK brand ambassador for Bladnoch Distillery, was also on the haggis ball bandwagon, saying they can be the ideal pairing to whiskies from around Scotland.
“There are a range of activities pubs and bars can undertake to drive footfall around Burns Night,” said Rannoch.
“At one end of the spectrum, many venues choose to host dedicated Burns Suppers with specially curated menus and whisky pairings to celebrate Scotland’s national bard.
“But to make the most of the occasion on a smaller scale, pubs and bars might decide to create a bespoke whisky menu featuring recommended whiskies and serves from each of Scotland’s whisky regions and accompany this by adding a dish of haggis balls with a side of whisky sauce to their specials or small plates menu.”
Ryan at LMB agreed, noting that while Burns Suppers are a great way for food led outlets to drive footfall, those without food capabilities had to find more imaginative ways to board the Burns bandwagon.
“These types of outlets could instead offer an ‘after-party’ style evening as a follow on for customers who have been out for a Burns supper, activating with an in-outlets promo, on-theme menus and a ‘bring a party to a party’ vibe,” suggested Way.
Whisky, of course, should be at the heart of any Burns-themed activity, and Matt Hastings, master blender at Nc’nean, said whisky flights and tasting menus “are a great way of enjoying and understanding more of the category, giving established whisky enthusiasts a fun and engaging activity to enjoy, and help you build a longer-term reputation for excellence by curating these selections”.
“For those just dipping their first toe into these waters, venues can offer specials like a ‘hauf an a hauf’, accompanying a beer with a nip of whisky, as a mini up-sell, or even write a small menu of suggested pairings (half a stout and a dram of Nc’nean Organic is an absolute winner, by the way).
“A special mixer or two can be utilised for some bespoke highballs, or full-blown Scotch whisky cocktails can intrigue guests looking to try something new, all with the added gravitas and value associated with the category.”
With the range of flavours available in Scotch whisky, there’s no shortage of drams operators have to choose from. But for those offering food – either the full Burns Supper or a variation of it – certain flavours may pair better than others.
Scott Morrison, sales director at Douglas Laing, reckoned the honey sweetness and light spice of Highland whiskies makes them a solid pairing for a range of dishes, with richer, sherried whiskies ideal for haggis, neeps and tatties “due to their sweet and fruity notes that contrast with the savoury flavours”.
The smoky character of peated whiskies, said Morrison, can also “complement the earthy and robust flavours of traditional Scottish fare”.
But not everyone agreed.
Kathryn Holm of Stirling Distillery, for example, recommended smoky whiskies as a pairing for haggis, neeps and tatties, with sherried drams suited to other traditional Scottish foods and lighter, more floral whiskies ideally suited for use either as aperitifs or with dessert courses such as cranachan.
And Harris Distillery master blender, Shona MacLeod, also came down on the side of peat and pepper.
She said: “A lightly peated dram which is both peppery and sweet would go perfectly with a Burns Supper. The spice notes will complement the haggis which is usually peppered but the sweetness will offset that in the most perfect way.”
Ryan at LMB suggested: “A substantial meal of haggis, neeps and tatties may usually call for a similarly robust dram. The 15-year-old Glen Moray, with its sherry influence, would be a great recommendation to accompany the infamous Burns supper!
“However, it is also worth thinking about those expressions which work well as an aperitif style serve.
“Delicate, smooth and mellow blends such as Cutty Sark make for a great mixed, hi-ball option to whet the palate before that grand supper.”
