There’s an ‘enormous opportunity’ for Scottish bar and pub operators to grow their beer and cider sales this year – particularly around the upcoming World Cup tournament.
Though big sellers year-round, it’s no secret that the summer months tend to be prime pint season, and brewers and cider makers are optimistic that even in an underperforming economy there should be plenty of scope to sell both beer and cider.
“Live sport is always a big opportunity for the on-trade, and with it being 28 years since Scotland last qualified, this year’s World Cup is expected to be an even greater trading opportunity for Scottish hospitality venues,” said Kenny Gray of Tennent’s and Magners parent company, C&C.
“This is evident with many councils granting licence extensions to ensure outlets are able to show the games.
“People are increasingly valuing experiences that offer connection and an engaging environment, and there is no bigger connection than our national team qualifying after nearly three decades.”
Suzie Carlaw of Belhaven agreed, saying the World Cup is ‘set to be one of the biggest on-trade moments of the year’.
“For outlets it’s about creating match day rituals that turn occasional footfall into repeat visits throughout the tournament, and this is something we are supporting our customers with in-pub activity,” said Carlaw.
And there’s more good news, with Gray saying that not only is the average live sport viewer an avid beer and cider drinker – they are also willing to spend more when they are in the trade.
“Live sport consumers spend more in the trade averaging £154 per month on eating/drinking out versus £118 for the average GB consumer,” said Gray.
That’s particularly true of the beer drinker, said Damian McKinney of Mash Gang, who cited studies which found that beer is ‘the go-to option for over half of football fans, rising further during major events’.
Ranging will be crucial, with Natalie Marshall of Aston Manor Cider saying that, in the cider sector at least, customers are either “trading up into the premium bracket, or they are moving towards value options that still deliver on great taste, unique flavours and engaging branding”.
“There are areas of enormous opportunity emerging,” said Marshall.
“(Operators) that take a critical approach to their range and make changes to reflect areas of demand can stand out and become a destination.”
On the lager side, Russell Campbell of Damm UK said the cost of living crisis has ‘undoubtedly made people reassess how they are making decisions when they go out’.
“They’re thinking carefully about what they spend their money on and looking for quality over quantity,” said Campbell.
“They want the experience to feel worth it so now is absolutely the time for premium drinks to do their best job at communicating quality and experience throughout the consumer’s path to purchase.”
Not everyone was fully in agreement.
While Jonny Sandison at Lerwick Brewery agreed that there will be demand for more premium options throughout the World Cup tournament, he reckoned it will be important for licensees to also stock a ‘dependable, easy-drinking session ale or lager’ for sports-watching customers to enjoy during the match, as well as ‘a more robust, flavourful ‘finisher’ for half-time or the final whistle’.
“It gives the customer a reason to stay for one more,” said Sandison.
While lager will always be a hit with a sizeable share of sports fans, Sandison reckoned the booming stout sector is also worth looking into.
“Stouts are having a moment. They are not just for winter anymore,” he said. “Customers are engaging with texture and complexity.”
Premium products were also advocated on the cider side, with Barny Butterfield of Sandford Orchards saying the premiumisation trend ‘is going nowhere’ and that customers are choosing high quality drinks ‘even when budgets are tight’.
“Premium and crafted ciders are outperforming the wider market, with drinkers willing to pay more for quality, provenance, and authenticity,” said Butterfield.
“Consumers increasingly value real ingredients, local sourcing, and transparent production stories.”
In fact, James Palmer of Thatchers claimed that cider, in particular, is ‘shaping up to be one of the most exciting opportunities for Scottish pubs and bars this year’.
While hardly an impartial commentator, Palmer stated that Gen Z customers are now drinking more cider than lager, and are also heading into venues more often, helping to drive footfall.
“In fact, the frequency of cider consumption in the on-trade has gone up by 10% across all age groups.”
With food such an important part of the offer in many outlets, Palmer also stressed the opportunity of pairing ciders with pub classics such as fish and chips in order to encourage ‘that valuable second pint’.
“The cider drinker is increasingly influencing where groups choose to go,” said Palmer.
“In fact, 81% of 25–34s say cider drinkers sway their group’s venue choice.
“For operators, that’s a powerful reminder: a strong cider range isn’t just a nice addition to the bar, it’s part of what pulls people through the door and keeps them coming back.”
