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premium spirits


Don’t settle for second best


Suppliers urge operators to focus on quality this Christmas O


PERATORS who switch premium spirits brands for tertiary


The winter gin has an RRP of £17.99.


Gin-gle bells, gin-gle bells


A LIMITED edition gin that’s said to capture the aromas of Christmas has been launched by spirits giant Pernod Ricard. Developed by master distiller Desmond Payne, Beefeater London Dry Winter Edition contains a selection of spicy botanicals with cinnamon, nutmeg, pine shoots and extra Seville orange peel added to the original recipe.


Payne said the festive gin can be used in a number of seasonal cocktails (see recipes below). “I wanted to create a gin that would enhance the traditional Beefeater recipe and make it even more suitable for hot punches and cocktails that are popular during the winter months,” he explained. “Beefeater Winter Edition captures the familiar aromas of the season using a balanced combination of botanicals that are synonymous with this particular time of year.” Packaged in a limited edition bottle and gift carton, Beefeater Winter Edition is available from Selfridges, Harvey Nichols, Fortnum & Mason and Harrods with an RRP of £17.99. • Winter Punch


50ml Beefeater Winter Edition 100ml Madeira 10ml lemon juice One teaspoon honey One teaspoon brown sugar One pinch ground cinnamon One pinch ground nutmeg One clove Lemon twist Orange twist Glass: Teacup or Toddy cup Method: gently heat all


ingredients in a saucepan without boiling the mixture. Decant into teacups and serve.


22 - SLTN - November 11, 2010


alternatives risk affecting their own profit margin – and the health of the drinks category as a whole. The warning came from major spirit firms last week, which nevertheless remain confident that consumers will continue to trade up to brands they “know and trust” this Christmas. They claim that failing to stock


premium brands will not only restrict profitability, but prompt drinkers to switch to a different drinks category altogether.


Una McCullough, head of marketing at First Drinks, whose brands include Glenfiddich single malt, Hendrick’s gin and liqueur brands Disaronno, Cointreau and Tia Maria, said licensees should focus on offering quality this festive season.


“Christmas is a time for celebration so people will be trading up and treating themselves – particularly when it comes to whisky, Cognac and cocktails,” she told SLTN. “Licensees should make sure they stock premium spirits that have marketing campaigns behind them. And they need to make sure the brands are visible on the back-bar and on cocktail lists.


“It is tough in the on-trade at the moment but there are opportunities. “At the end of the day, it’s really important that operators stock well- known brands.”


David Lind, head of marketing at Inver House Distillers, which counts Scottish gin Carounn and single malts anCnoc and Balblair among its brands, agrees that consumers are generally drinking “less but better”. “There is a trend for people to drink better and this continues through increased knowledge of spirits, improved quality of serve across UK bars and general availability of premium brands,” he said. “Managers will know their clientele better than anyone but we do know that the bar call is brand specific, as opposed to category specific, and I’ve watched customers switch to a different spirits category when their request for a Grey Goose vodka, for example, was unable to be fulfilled, rather than ‘settling’ for another vodka brand.


“On-trade premium spirits are


growing ahead of total on-trade mainstream spirits so there is a need to stock up on the right premium


First Drinks is running festive marketing campaigns for its brands, which include Disaronno.


spirits as well as to stimulate consumer interest.


“Bartenders need to ensure these brands are prominently positioned and are clearly displayed behind the bar and on menus and integrated into the account offering.” Mark Riley, commercial operations


director at distributor Maxxium UK which handles Courvoisier Cognac and bourbon brand Maker’s Mark, reckons


Bartenders are busy during the festive period and may not have the chance to up-sell so your drinks menu must be right.


visibility of premium brands in outlets is key if operators are to maximise sales this Christmas. Creating specific festive drinks menus and simple mixed drinks and cocktails is another way to encourage consumers to switch to brands that offer a higher profit margin, he said. “People do trade up and Christmas is a key time for all spirits so it is important to offer a large range of mainstream and premium products to satisfy customers’ needs,” said Riley. “You need your staff to be enthusiastic, know what they’re talking about and feel confident. “People respond well to educated


suggestions and reassurance from a bartender who is passionate about his drinks and appears knowledgeable. “A small amount of time and investment in staff training can result in a much bigger reward profit-wise as staff encourage sales and up-sell effectively.” Vodka brand Stolichnaya has also upped its focus on bartender training, employing renowned mixologist Salvatore Calabrese to create a series of signature serves. Despite the challenges brought by the economic climate, senior brand manager Andrew Jack said consumers will continue to trade up to brands they are familiar with. “It is therefore important that operators maintain listings of premium spirits to ensure they don’t miss out on the higher profit margin that these brands can offer,” he said.


“The same is true even for outlets that stock mainstream brands as their core offering.


“Consumers want to be able to trade up on special occasions, resulting in higher profits for the licensee and an increased satisfaction for the consumer. “As bar staff will be busy during the festive season, they may not have the opportunity to up-sell so this is the most important time to get your drinks menu right. “Offering a clear, concise menu that includes at least one or two seasonal options with a short description of each will encourage trade-up.”


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