OTS p32-38 summer drinks Jun09.qxp 28/05/2009 09:22 Page 32
feature · summer drinks
Hot competition
As licensees prepare themselves for what will hopefully be a warm and profitable summer, brand owners are
also getting ready for the marketing campaigns that they hope will get their brand into the hands of
consumers. OTS takes a look at what’s happening over the next few months.
Summer is traditionally one of the
busiest times of the year for the pub
trade, and despite the recession
licensees will be hopeful that
customers will continue to see whiling
away a summer’s afternoon or evening
as the perfect way to spend their time
– and their cash. With no major
football tournament on this summer to
lure in the masses, pubs will be more
reliant than ever on the weather, which
means the positive long term forecast
is a good thing, meteorologically at
least.
“With the summer trading season
well underway, feedback from
licensees suggests that there is
everything to play for over the next few
months,” says Ian Norman, trading
director, S&N UK North. “Although the
financial climate is obviously having an
impact, one positive knock-on effect is
that more Scots are likely to stay closer
Pubs with outdoor spaces will benefit
to home over the holiday season. With if a good summer comes our way.
this in mind, our role is to work with
the trade to help differentiate their “The spirit of entrepreneurism which now on draught in some 500 Scottish
businesses on the high street, driving has served the industry in Scotland so outlets, with plans to grow that, both
as much custom through their doors well for so long will be essential during north and south of the border. The
as possible. Our strategy to the next few months and we are well new gold fount is a stand out on the
achieve this is clear: equip placed to play our part – bar says Michael, and helps
licensees with big, well whether the sun shines draw consumers back
supported brands which their or not,” he says. into a lager that was
customers will seek out and Sticking with S&N but once perhaps their brew
help to maximise the quality moving to its ‘heritage’ of choice. “POS has been
of the consumer experience brands, there will be a going into outlets as well.
so that they come back for considerable lift in It’s important that pubs
more.” awareness in McEwan’s this aren’t just getting it
S&N will be heavily summer thanks to a because Miller is no longer
promoting its Foster’s brand rebranding exercise at Jygsaw there. There’s been strong
this summer, through the Brands, the company set up to investment, but we need to move
recently launched Game On manage S&N’s portfolio of ‘heritage’ forward. It’s too good an opportunity to
initiative, which means brands. miss so we’ll be supporting it though
stockists will be sure to “We’ve had the brand for 18 outlets, and rewarding those who stock
benefit from the increase months now and one thing we’ve it as well as the consumer who drink
exposure. noticed is that the passion for the it.”
Foster’s may be a brand that brand in Scotland remains,” says McEwan’s range of ales never
evokes images of barbecues Michael Hardy, trading director, Jygsaw. retreated to the same extent as the
and summers on the beach The company recently focussed its lager did and Michael says the product
but as Ian says, the Scottish efforts on McEwan’s Lager, whose is currently right where it needs to be.
trade will be doing everything relaunch, according to Michael, brought McEwan’s itself is the brand, not its
it can to get the punters in, it into the 21st century and positioned constituents parts according to Michael,
regardless of conditions. it as a sessionable lager. The brand is and that gives it strong awareness and
· 32 · ots · june 2009 · www.55north.com
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