christmas
Aspall backs its winter warmer
Demand for seasonal variants expected to soar in weeks ahead C
IDER fi rms have nailed their festive colours to the mast, with two unveiling seasonal specials in recent weeks.
Kopparberg distributor COS Brands has launched a limited edition Cranberry & Cinnamon version of the Swedish cider, while Suffolk-based Aspall has reintroduced its mulled cyder for the fourth consecutive year. Available on draught until the end of January, Aspall’s mulled cyder is designed to be served warm with slices of orange.
The 4.7% ABV cider is made from Aspall Draught Suffolk Cyder blended with mulling spices to create a fl avour described as “reminiscent of bitter- sweet toffee apples”. Aspall is supporting the relaunch with branded glasses complete with handle for holding hot drinks and a third-of-a- pint line indicating the serve size. Geoff Bradman, Aspall’s joint managing director, said the premium style of serve “enhances the drinking experience” and introduces a “treating” opportunity for the festive season. “Sales are continuing to rise every year as the product truly captures the imagination of consumers,” he said. “Last year we sold three times the mulled cyder volumes of 2009 and had to make two additional batches during the season. “With the growing list of on-trade customers who sell the product, we are now forecasting that this year’s volumes will be treble those sold last year.
“Our cyders lend themselves Kopparberg has introduced new Cranberry & Cinnamon while Aspall relaunched its mulled cyder.
extremely well to food matching and our mulled cyder is no exception, complementing a broad range of popular winter dishes.” Kopparberg’s new limited edition winter variant – a blend of apple cider with cranberry juice and cinnamon – is described as slightly drier than the other variants yet “unmistakably Kopparberg in character”. Available until March, the 4% ABV variant replaces Kopparberg’s inaugural seasonal fl avour, raspberry and mint, which was available during the summer.
“Launching our next seasonal variant allows Kopparberg to continue this
tradition of innovation but without creating an endless range, which can be frustrating to publicans, retailers and consumers as space constraints will not allow for every variant to always be made available,” said managing director Davin Nugent. “We believe the key to the success of our seasonal range is if consumers do not want it to go, and that has certainly been the case with Kopparberg Raspberry & Mint.
“No one wants unhappy customers of course but in Cranberry & Cinnamon we believe that consumers of Kopparberg will be delighted with our new offering.”
Walking in a WKD wonderland
TURKEY hats, tongue-in-cheek promotional activity and seasonal serves – these are among the quirky plans lined up by WKD to help operators boost sales of the ready-to- drink brand this Christmas.
Maintaining one of its own festive traditions, Beverage Brands has brought back the WKD turkey hat for the fourth consecutive year. This year’s seasonal headgear, which is designed to
resemble a burnt turkey, will be distributed across the UK on-trade, allowing consumers the chance to win a turkey hat.
Operators can also take advantage of a number of case deals across the WKD range; festive decoration kits, which include banners and giant Brussels sprout hanging
34 - SLTN - November 24, 2011
mobiles; Christmas-themed POS kits containing posters, bar trim and signs for seasonal opening times; and a range of seasonal serves designed to boost sales. An online festive promotion will give consumers the chance to win exactly what they ask for if the brand’s festive spokesman Noel does the shopping, or an amusing alternative, such as an eye patch instead of an iPad, if their prize is purchased by his nan instead. “Christmas presents the opportunity for incremental sales by adding drinks with a festive twist to regular ranges and we’re helping licensees by introducing seasonal serving suggestions for each of the WKD variants,” said Debs Carter, marketing director at Beverage Brands.
Christmas is a time to win loyalty, says Heineken’s John Gemmell.
Showcase your pub this Christmas
OPERATORS can look forward to long-term benefi ts if they get the basics right this Christmas. That’s the message from John Gemmell, trading director north at Heineken, who said licensees should use the festive period to “showcase” their premises and tempt consumers to come back again in the new year. To make the most of the opportunity, Gemmell advised operators to combine good service and a broad range of brands with imaginative events. “Christmas and New Year are
extremely busy and important trading periods for just about every licensee in Scotland,” he said.
“Special occasions, such as
offi ce parties and seasonal get-togethers with friends and family, demand an even greater level of ‘treat’ than usual, so sales of premium products tend to be higher. “Consequently, licensees need to adjust their ordering accordingly so that they have plenty of stock ready to accommodate this, such as premium brands Kronenbourg 1664, Heineken, Sol and Tiger. “Given that Christmas and Hogmanay will draw out customers in diverse family groups, it is paramount that pubs and bars stock a wide range of choice – from premium lagers and mainstream beers to ciders and ale.
“As was the case in 2010, poor weather can present a challenge to Scottish licensees so it will be important they focus on their offer and provide good service, a strong range of brands and innovative events to help to maximise profi ts during this key trading time.
“Christmas and Hogmanay
are superb opportunities to showcase a premises and potentially attract new customers, so it’s vital to get the basics right.”
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