OTS p32-38 summer drinks Jun09.qxp 28/05/2009 09:23 Page 36
feature · summer drinks
UIforwardHigh spirits
When it comes to ensuring that For summer 2009, Diageo
their products are in the minds recommends licensees maximise
and on the lips of consumers the potential of high volume
then the major drinks times, such as bank holidays
companies generally come good and its sales team will help
with the marketing initiatives. licensees to create themed events
In summer, when the around these occasions by using
competition heats up between tailored promotional material,
brands that is certainly the case for example posters and POS
and that’s good news for bars, which display the message,
because the more awareness out ‘Spirit of summer’.
there, the more likely consumers The second recommendation
will be to buy them. is for licensees to work with their
This year Diageo’s activity Diageo sales representative to
will involve developing bespoke create a schedule of events or
plans with licensees based on learnings from summer 2008, which activities over the entire summer season. This will help ensure that
focus on maximising promotional material and summer promotional material leads to the maximum possible
occasions, creating hero drinks, and clearly displaying pricing. In uplift in sales for licensees.
addition, 1,000 promotional kits tailored for the on-trade will be At Pernod Ricard, the company’s customer
available through cash and carries. development director Dan Reuby says that gin, vodka
According to research commissioned by Diageo following its and rum are among the top sellers in summer, with
campaign for summer 2008, promotional kits were only driven by increased sales of gin and tonics and cocktails. This
licensees for a short period of time, although there was an month Malibu is launching a new on-trade
increase in volume of spirits sales during this time. The research promotional offer in free trade bars. Consumers
also showed it was important for licensees to maximise on bank who buy a Malibu and mixer will be given a game
holiday opportunities. card which gives them the chance to win a stylish
Clearly displaying the finished drink price of quality brands will ‘Malipod’ case for their portable music player.
help consumers understand that this price perception that some Dan comments: “In terms of spirits, it is key for
drinks are more expensive than they actually are is not licencees to ensure that they are well-stocked up
necessarily accurate and help lead to increased purchase. During on key spirits and ingredients for summer
summer 2008, licensees said displaying finished drink pricing cocktails. Publicans can really increase their sales
more than doubled the likelihood of seeing increased sales. of summer drinks through their cocktail offering.”
UIforwardpromotions through our through the creation of a varied
UIforwardMix it from pouches
wholesale partners and sales portfolio which allows bar staff to
Not every bar has the time and resources to create
teams to ensure our customers suggest different products for a
great cocktails, which is why a product like Funkin can
have the right level of support broad mix of requirements and
come in handy. The range of eight Funkin cocktail
to make the most of the occasions – Jacques, for
mixers contain 100% natural ingredients and fruit
summer months and beyond. example, is perfect for sharing
sourced from around the globe.
We’re happy to help publicans with friends, while Bulmers Light
Funkin marketing manager Jaye Stahlhut says:
with advice ahead of the is ideal for those who are
“Pubs and bars are under pressure this year to retain
busy summer – and the looking for a reduced calorie
their customers as many try to cut back on spending.
sunshine.” product with the same
They need to innovate and ensure their venue offers
Describing cider as a great taste. However, while
the very best customer experience and their drink
“resilient performer”, NPD is important, it is the
offering is vitally important. We have launched a new
S&N’s Ian Norman says strength of Strongbow that
range of eight quality cocktail mixers to help publicans
the success of the cider has spearheaded cider’s
create a drinks menu that will attract customers and
category – in which S&N transition into a refreshing
offer fantastic profit margins. Funkin
has the Strongbow and long alcoholic drink
cocktails offer the simplest way to
Bulmer brands among which can be enjoyed
make great-tasting cocktails – all
others – is testament to all year round as a
bar staff have to do is add ice
what can be achieved refreshing alternative to
and a spirit.”
through effective and draught lager,” he says.
The range of seven
sustained brand Such is lure of the
mixers includes the
investment. The company category, WKD is branching
Funkin Passion Fruit
has also invested heavily out into the cider world
Margarita, the Funkin
in Jacque, a cider aimed this summer with the
Classic Mojito and a
at tempting females over launch of WKD Core – a
Funkin Cosmopolitan,
to cider from the wine new 4.5% abv apple cider
each packaged in 120ml
category. “We have which brings a new
individual serve pouches.
succeeded in the category dimension to the WKD UIforward
· 36 · ots · june 2009 · www.55north.com
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