When it comes to trading over the summer, the busier the better. However, any outlet sacrificing quality in the name of speed is likely to be doing themselves a dangerous disservice – and risks losing any potential repeat custom.
Rather than being simply high on the agenda in the coming months, Andy Cross, sales director at Hawkstone – the brewery and cider maker co-owned by Jeremy Clarkson – said that pouring the best quality product possible ‘is the only thing that matters’.
“We go through the sheer hell of growing barley, which means battling torrential rain, biblical droughts, and squadrons of slugs. Then we harvest it, which is the itchiest, most infuriating job known to man,” lamented Cross.
“Then it’s malted and brewed by geniuses. All of that effort, all of that passion, all of that hard work… only for the whole thing to be ruined in the last few feet by being poured into a warm glass that smells of wet dog?
“A perfect serve isn’t a luxury; it’s the final step in a very long journey.”
He continued: “A perfect serve isn’t a luxury; it’s the final, crucial step in a very long journey. We see it as a partnership. We do all the back-breaking work in the fields and the brewery; the person behind the bar is the one who delivers the final moment of glory.
“We know pubs get rammed, especially on a sunny day, but that’s the moment to shine. A perfect pint, even under pressure, is what turns a rushed customer into a regular.”
Charlie Pountney of Proof Drinks agreed, saying the perfect serve ‘matters most when bars are busy because that’s when customers are forming their fastest opinions on what to order’.
“If they see something appealing coming off the bar, they tend to order it. Poor delivery and a lack of consistency will turn off repeat ordering.”
Customers in 2026 have high expectations when it comes to quality, with Serena Smith of Heineken UK saying they’ll pay attention to every aspect of a drink, including the way it looks, smells and tastes as well as the way the glass feels in their hand.
“The ‘perfect serve’ is all about boosting that experience with a great pour, the right glass, and the right temperature,” said Smith.
“These small touches make a drink feel special and worth coming back for.”
And of course it’s not just about beer and cider – Ryan McFarland of Drinksology Kirker Greer said guests will notice details including glassware, garnishes and dilution – particularly if they’re not right.
“A badly built spritz or an over-poured tonic can completely change how a spirit tastes,” said McFarland.
“The smartest operators are simplifying serves without losing theatre. If you can create drinks that are visually strong, easy to execute and consistent under pressure, you protect both quality and margin.
“That is especially important with summer drinks where refreshment is everything. A crisp serve with plenty of ice, fresh garnish and good carbonation makes a huge difference.”
Liqueurs and syrups producer Marie Brizard agreed that customers will notice the little things.
A spokeswoman for the company said: “Consumers notice the details.
“For a signature summer serve such as the popular Limoncello Spritz, which is driving sales of our Italian Villa Cardea Limoncello, the glassware, garnish, ice and consistency should be carefully considered and presented to shape a positive experience. The outlets that stand out are the ones that can keep those standards high when the bar is busy.”
The trick will be maintaining this level of quality while also being prepared for an onslaught of quick service at short notice.
“Operators should make sure their most popular summer serves – particularly draught beer, cider and No & Low options – are well stocked, chilled and prominent, so they can react quickly to a sudden spike in footfall,” advised Smith at Heineken UK.
“Sunny days often bring more spontaneous visits, so having a tight range of trusted brands, served well, is one of the most effective ways to turn good weather into sales.
“We typically see demand increase by 15%+ during early summer heatwaves, with consumers reacting quickly when temperatures rise, so operators should be ready to capture that additional footfall.
“Beer gardens also play a crucial role as they are the number two reason people choose a venue, so making sure outdoor spaces are well presented and clearly promoted can have a big impact on performance.”
Cross at Hawkstone encouraged operators to ‘be ready for that glorious, chaotic moment’ when the sun creates a sudden rush to the pub.
“Let’s be honest, both farmers and publicans spend their lives obsessing over the British weather,” he said.
“For us, a sudden sunny spell can be a blessing or a curse. For a pub, it’s like winning the lottery. The moment the sun appears from behind a cloud, the entire country downs tools and decides it needs a beer garden, immediately. It’s a stampede.
“The key is to be ready for that glorious, chaotic moment. We do all the hard work in the fields, battling the rain and the mud, to get the barley grown. All that effort culminates in these moments. So when the sun shines, it’s not the time to run out of lager.
“And it has to be cold. Properly, brutally cold. A tidy beer garden is half the battle won, but that first sip of a perfectly poured, ice-cold Hawkstone on an unexpectedly sunny afternoon… that’s what people remember. That’s what it’s all about.
“That’s the moment we’re all working for. Be ready for it. We’ve done our bit in the fields; this is your moment to be the hero.”
Christie Clinton of Scottish brewery Williams Bros said that it’s advisable for operators to stock up on longer-life cans and bottles to ensure they have product on hand at short notice.
On the spirits side, pre-batching can help to take the pressure off at more troublesome times, according to McFarland at Drinksology Kirker Greer.
He said: “Pre-batching elements for spritzes and long drinks, having enough chilled glassware ready and making sure outdoor spaces feel visible and inviting can make a huge difference.
“Menus should also be easy to navigate. On a busy sunny afternoon, guests want quick decisions and refreshing drinks. A concise list of well-executed serves will outperform an overly complicated cocktail menu every time.
“Finally, visibility matters. If people can immediately see bright, refreshing drinks going across the bar or terrace, that creates instant demand. Summer drinking is incredibly visual, and operators should lean into that.”
