Licensing World - Vol 2 Issue 1 2014

Licensing

World Volume 2 Issue 1 2014

Cover: Canadian, Carling & Craft - Molson Coors’ Big Plans for 2014 3: Teeling Invests €10m in New Distillery 16: Irish Wine Drinkers Go Au Naturale 20: Britvic Re-Brands 24: Bright Outlook for Dublin Pubs 30: What’s Brewing in 2014?

Contents

Contents 3 News

20 Feature

30 Beer & Cider

A round-up of all the latest news from the on and off trade.

Phil Ellison reports on the roll-out of Britvic’s recent re-branding and its new customer engagement model for the licensed trade.

The Irish beer market has changed dramatically in recent years as consumers seek an experience when they drink and a range of options that far exceeds what they would have been happy with a few years ago. Valerie Jordan talks to the big, and some of the smaller, players about what to expect in the world of beer in 2014.

12 Cover Story Robert Blythe, Molson Coors’ Head of Marketing Ireland, Scotland & Craft Beer (UK & Ireland), talks to Maev Martin about the company’s plans to increase awareness and sales of its standard and craft beers during 2014.

16 Trends

Licensing World looks at how low and non-alcoholic offerings are becoming an increasingly popular option for Irish wine drinkers.

18 Responsible Serving Servers are facing new challenges as patterns of drinking evolve and the law changes. Find out how the Responsible Serving of Alcohol Programme can help you better understand your role and address current issues.

24 Conference Report After five tough years Dublin publicans believe that the outlook for the pub trade is improving but the sector still faces serious challenges.

Maev Martin reports on ‘The Future of the Dublin Pub’ conference organised by the Licensed Vintners Federation.

27 Wine It seems that our passion for New World wines is fizzling out and love for the classic world wines, particularly the French varieties, is returning. Valerie Jordan reports.

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34 Five Minutes With Licensing World caught up with award-winning mixologist Matthew Dakers in The Marker Hotel last month during his week-long visit to Dublin where he talked about Stolichnaya Vodka and his role as Brand Ambassador.

36 Supply Line Essential Product Knowledge for publicans nationwide.

Editor’s Letter

Performance psychologist Gerry Hussey has worked with the Irish Olympic boxing teams at both the Beijing and London Olympics, the Munster rugby squad and GAA stars. He addressed the Licensed Vintners Association’s recent seminar on ‘Implementing Change - Driving Your Business Forward’. His topic was ‘Working with Staff to Change Your Business’ and his message was simple. In fact, it was basic common sense for employers and employees who have been in a service industry for any length of time. But with all of the financial and operational pressures facing businesses it can sometimes be easy to forget about the single most important thing for anyone working in a service industry - the customer.

“The interior design, the products on offer, prices and promotions are, of course, important, but how the bar experience makes the customer feel is what gives you the unique competitive advantage over other businesses,” he said. “It is about understanding how the customer is likely to be feeling when they walk through your door and diffusing situations through empathy. You mustn’t see your role as being in competition with the likes of Tesco who sell cheap booze. You are, or you should be, doing something completely different. You are offering a positive, feel good experience, and you should be looking to offer the customer something they didn’t expect. We are all in a people business, regardless of what we sell, so we must be constantly looking for opportunities to create those game changing moments.”

Apart from putting the customer front and centre, members also got some tips about how to incorporate food into their service offering. Hugo Arnold of Hugo Arnold Consultancy helps restaurants, pubs, cafés and hotels to introduce food service solutions to their businesses and he talked about using food to drive your pub’s sales.

In 2012 he opened Hatch & Sons on St Stephen’s Green which focuses on small, Irish artisan producers. He said that food could be a good new revenue stream and, while it wasn’t for every pub, if the publican had a clear vision of what he wanted to achieve there was no reason why it couldn’t contribute, and contribute significantly, to the bottom line. Delegates were shown images of the interiors of The Eagle pub the first gastro pub in the UK in the 1980s. The owner kept the pub feel but turned the back of the bar into a kitchen. When customers came in they saw the dishes, the ingredients and the chefs cooking. The Eagle produced simple, uncomplicated food and changed its food menu daily to ensure that locals came in regularly.

Hugo’s predictions as to what people will be looking for from food service providers over the next five years certainly bodes well for the publican who is considering making food a part of his or her business. “There are four key things that consumers will value - accessibility and small plates,” he said. “The second is generosity of spirit and execution - making the customer feel special - the third is service, and the fourth is comfort and warmth.” He maintains that pubs have, or can easily have, all four of these attributes, giving them key advantages as food service providers. It’s all about knowing the type of food service that you want to provide - and then introducing a new service that could be a real game changer for your business!

Licensing

World Editor: Maev Martin Editorial and Production Manager: Mary Connaughton Art Director: Geraldine Dunne Advertising Design: Jennifer Reid Stock Photography: iStockphoto.com Production: Nicole Ennis Sales Director: Paul Clemenson Managing Director: Diarmaid Lennon Published by: Ashville Media, Old Stone Building, Blackhall Green, Dublin 7.

Tel: (01) 432 2200 ISSN: 1393-0826

All rights reserved. Every care has been taken to ensure that the information contained in this magazine is accurate. The publishers cannot, however, accept responsibility for errors or omissions. Reproduction by any means in whole or in part without the permission of the publisher is prohibited. © Ashville Media Group 2013. All discounts, promotions and competitions contained in this magazine are run independently of Licensing World. The promoter/advertiser is responsible for honouring the prize. ISSN 1393-0826

VISIT US ONLINE www.licensingworld.ie FOLLOW US ON TWITTER @BarAwards2013 Find us on facebook For information on the Bar of the Year Awards and the Hotel & Catering Review Awards please visit our dedicated Facebook pages www.facebook.com /BarOfTheYearAwards www.facebook.com /TheHotelCateringReview

Maev Martin Editor email: maeve.martin@ashvillemediagroup.com tel: 01 432 2271 2

News

News round-up Caspar MacRae, Global Brand Director for Tullamore D.E.W. Irish Whiskey.

New Global Brand Director at Tullamore D.E.W. William Grant & Sons has announced the appointment of Caspar MacRae as the new Global Brand Director for Tullamore D.E.W. Irish Whiskey.

Tullamore D.E.W. is the second largest Irish whiskey brand in the world, selling more than 850,000 cases annually worldwide. The brand has achieved significant growth worldwide in recent years with growth of over 20% per annum in the US market alone.

Prior to his recent appointment Caspar MacRae was Vice-President of Marketing for the William Grant & Sons US business. He will be responsible for driving the ongoing growth of Tullamore D.E.W. across its key growth markets, including the US, UK and mainland Europe. The appointment is the latest significant development for the brand. In 2012 it opened the new Tullamore D.E.W. Visitor Centre and 2014 will see the opening of the €35m distillery in Tullamore, bringing whiskey production back to the town for the first time in 60 years. It recently rolled out a significant global marketing campaign which includes a short film produced by

Ridley Scott’s RSA Films and New York agency Opperman Weiss.

Caspar began his marketing career with The Edrington Drinks Group where he was responsible for the development of national and regional US branding and commercial planning for their portfolio of premium spirits. Caspar first joined William Grant & Sons in 2008 as Category Marketing Director for its US business. He then progressed to Head of Innovation before becoming Vice-President of Marketing in the US. In this role, Caspar will be based in William Grant & Son’s Global Marketing & Innovation headquarters at Iveagh Court, Harcourt Road, Dublin 2.

Teeling Invests d10m in New Distillery The Teeling Whiskey Company announced plans on January 29th for a new whiskey distillery to be located in

Dublin’s Newmarket Square in The Liberties, Dublin 8. This will be the first new distillery in Dublin in over 125 years and brings the Teelings home to their ancestral roots. The Teeling Whiskey Distillery will start production in the fourth quarter of 2014 with the visitor centre opening its doors in early 2015, investing s10m into The Liberties-based location and creating at least 30 full time jobs. The distillery will also see 50 jobs created in the construction phase.

The Teeling Whiskey brand is already on sale in Ireland and over 18 export markets. The construction of the new distillery will guarantee future supply for the Teeling Whiskey brands and allow the creation of a range of Irish whiskeys based on the traditional and unique Dublin style of distillation. The proposed new Pot Still distillery will have the capacity to produce 500,000 litres of whiskey on an annual basis and will consist of three traditional copper Pot Stills reviving the traditional style of the old Dublin distilleries. The centre expects to welcome 40,000 to 50,000 people through the doors in year one, increasing to 100,000 thereafter.

Sales and Marketing Director Stephen Teeling, Sarah Morrissey from the Tenters in the Liberties, and Jack Teeling, Founder and Managing Director of the Teeling Whiskey Company.

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News

Britvic Signs d1.8m Energy Deal Irish energy supplier Vayu recently signed a gas and renewable electricity deal with Britvic Ireland. Valued at s1.8m in the first year, the agreement will see Vayu supply Britvic with gas and 100% green electricity to meet all the year-round energy requirements for its three Irish sites - its two factories in Dublin (Kylemore) and Limerick (Newcastle West) and its distribution centre in Dublin (Clondalkin). The deal will provide Britvic with direct access to wholesale market prices for both electricity and gas, allowing the company to achieve significant savings compared with traditional fixed rate tariffs in the market. As part of a fully managed agreement, Vayu will provide Britvic with the procurement tools and advice to purchase energy at the best price available in the market.

“Britvic Ireland is a member of Origin Green, a Bord Bia programme that sets out Ireland’s ambition to become a world leader in the delivery of sustainable, high-

Pictured are: Stephen Behan, Energy Specialist at Vayu, Marcel Kahlow, Head of Procurement, Britvic Ireland, and Mat Thewlis, Operations Director, Britvic Ireland.

quality food and drink products,” says Marcel Kahlow, Head of Procurement, Britvic Ireland. “As a sustainable business, Britvic Ireland believes passionately in minimising our impact on the environment and is continually looking at ways to reduce our carbon footprint across all our business operations. We have achieved

enormous progress to date through initiatives that significantly reduce energy consumption, packaging recycling, water use, and waste generation. Our partnership with Vayu will help us reduce our environmental footprint even further by providing us with electricity that has a 100% renewable rating.”

New Whiskey Celebrates Ryans 100th Birthday Eunan Ryan outside the Beggars Bush public house

A new limited release Irish whiskey - Jack Ryan Beggars Bush 12 year old single malt Irish whiskey – was launched recently. The whiskey celebrates 100 years of Jack Ryan’s pub.

In 2013, the Ryan family celebrated 100 years as proprietors of the Beggars Bush public house on Haddington Road, Dublin.

To mark this rare centenary they recreated the atmosphere and flavour of ‘Ryan’s Malt’ which they produced in association with Dublin Whiskey Distillery until this famous distillery closed its doors in 1946. The Ryan family has teamed up with The Teeling Whiskey Company to produce a limited release 12 year old single malt Irish whiskey. This limited release premium Irish whiskey was produced in the Cooley Distillery.

The whiskey, with an ABV of 46%, has been aged for 12 years with no chill filtration, and has been matured in ex-bourbon barrels, hand-picked by the family themselves. A limited edition Cask Strength Single Malt with an ABV of 56.5% is also available in limited supply. Only 1,450 bottles of Jack Ryan Beggars Bush Single Malt have been produced and 250 bottles of the limited edition Cask Strength Single Malt hand signed and numbered by Eunan Ryan.

Jack Ryan Beggars Bush Single Malt Irish Whiskey is currently available to purchase from the Beggars Bush on Haddington Road, the Celtic Whiskey Shop on Dawson Street, Jus de Vine off licence in Portmarnock, and The Grapevine off licence on Glasnevin Avenue.

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News

Heineken Promotes Drinking in Moderation Heineken has created a new campaign that reaches young adults when they are drinking on and around the dance floor. The global campaign, called ‘Dance More, Drink Slow’, focuses on making moderate drinking an aspirational behaviour when enjoying a night out, highlighting the importance of staying in control. At the centre of the ‘Dance More, Drink Slow’ campaign is the ‘Sunrise’ TV advert, which shows that there are no limits when you know your limits. By enjoying Heineken in moderation the lead character in the advert has the opportunity to engage with friends, meet new people and explore new experiences.

The new campaign builds on Heineken’s long standing

commitment to the ‘Enjoy Heineken Responsibly’ message, which has been seen across the world since 2004 through Heineken’s sponsorship platforms such as UEFA Champions League, Rugby World Cup and hundreds of music events. The messaging also appears on hundreds of millions of bottles and cans annually.

“For us, ‘Dance More, Drink Slow’ is an opportunity to create a moderation movement – a fresh look at how we approach our responsibility messaging,” says Conor McIntyre, Communications Brand Manager at Heineken Ireland.

“The campaign will be rolled out globally and will be supported by a series of integrated experiential activities targeting young adults during their nights out.”

Barista Wins Ireland’s First Gold at Sodexo Salon Maggie Lach, Head Barista at Aviva in Dublin, has been awarded the gold medal and crowned Sodexo UK and Ireland Barista Champion for 2013. This is the first time that Ireland has taken home a gold medal from the Sodexo UK and Ireland Salon Culinaire.

Maggie, who is originally from Poland but now lives in north Dublin, has been employed at Aviva Dublin for the last six years and is Head Barista at the Costa coffee unit. She first won the gold medal at the AllIreland Salon Culinaire in Dublin and, as a result, was invited to take part in the UK Salon at Royal Ascot Racecourse.

There were ten contestants and the competition was divided into three sections, each to be completed under the watchful eyes of the judges. The first was to serve the Salon attendees with coffee; the cupping section was next, and then there was the creation and presentation of three drinks – an espresso, cappuccino and a signature drink, all of which had to follow World Barista Championship rules.

“I was very nervous at first but I had great support and I soon relaxed and settled into the competition,” says Maggie. “When I was announced the winner I was very happy and because I usually get very emotional in these kinds of situations I was surprised that I didn’t cry!

Winning the gold was a great feeling!”

Four Seasons Bartender Wins National Cocktail Competition Eddie Rudzinskas from the Four Seasons Hotel in Dublin was crowned National Cocktail Champion 2014 at the National Cocktail Competition which was staged by the Bartenders Association of Ireland at the Food and Bev Live exhibition at Citywest Event Centre on February 11th. The winner of the competition, which was Eddie Rudzinskas from the Four Seasons Hotel sponsored by Edward Dillon & Co, will represent Ireland at the World Cocktail Competition in Capetown, South Africa (September 29th to October 4th 2014).

In a hall brimming with the buzz of networking and new business there was also the excitement of a selection of national Irish skills competitions, with the anxious finalists at last getting their chance at the much sought after titles. Apart from the National Cocktail Competition, the Speciality Coffee Association of Europe (SCAE) hosted the finals of the Irish Barista Championship.

The winner, Pete Williams from 3Fe cafe, will go on to compete in the World Barista Championships which take place at the SCAE World of Coffee in Rimini, Italy, in June. This year’s Avonmore Irish Latte Art Championship was also staged at Food and Bev Live and Elvis Seivijus Matiejunas from Bewleys was the 2014 winner.

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News

Findlater Appoints Field Sales Manager

Beer Business Creates Nearly 50,000 Irish Jobs A total of 40,800 jobs are generated by the production and sale of beer and in 2012 the brewing sector contributed s1.2bn to Government revenue through VAT, excise and income-related contributions. That’s according to a report published on February 20th called ‘The Contribution Made by Beer to the European Economy’ which was compiled by Ernst & Young and launched by the Brewers of Europe.

The report found that consumption fell by almost 10% between 2008 and 2012 and highlighted the high excise duty rates for beer in Ireland compared to the rest of the EU which has led to higher prices and has driven consumers to drink at home. Despite this, most beer consumption still occurs in the hospitality sector (61.2%). In 2012, approximately 1,500 people were directly employed in Irish brewing companies, while beer production contributed to the indirect employment of 40,800 people.

32,000 of these jobs were in the hospitality sector alone. The brewing sector also supports a further 4,000 farming jobs throughout the country. Twenty-four brewing companies in Ireland produced over 800 million litres of beer in 2012, with over 76.8 million litres of beer exported that year.

Findlater Wine & Spirit Group recently announced the appointment of David O’Boyle as Field Sales Manager for Dublin and the east region, effective from March 10th.

David will manage a team of wine specialists that service on trade and independent off licence accounts in the midlands and eastern counties of Ireland. David has held various management roles in FindlaterGrants, Bacchus and, more recently, Febvre. He is also a Level 3 WSET Diploma holder.

Speaking about the report, David Smith, Chairman of the Irish Brewers Association and Country Director of Diageo, pointed out that the total value-add delivered by the production and sale of beer in 2012 was estimated at over s1.3bn. He urged the government to reverse the 43% increase in beer excise duty introduced in the last two budgets which, he claimed, is ‘killing jobs and could stunt potential expansion going forward’.

Sommeliers Graduate at Hibernian Club

Andrew O’Gorman, Secretary, Irish Guild of Sommeliers, Padraic Óg Gallagher, President, Restaurants Association of Ireland, Mark Donohue, First Place Overall, Maxime Dubois, Best Taster, and Oliver Murtagh, President of the Irish Guild of Sommeliers.

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Twenty sommeliers were presented with their certificates and awards by Irish Guild of Sommeliers President Oliver J Murtagh at a graduation ceremony on January 27th at the St Stephen’s Green Hibernian Club in Dublin.

The course participants, all working in Irish restaurants, were from France, Italy, the UK, Portugal, the Czech Republic, Croatia, Mauritius, Canada, the Slovak Republic, Hungary, Croatia, Poland, Turkey and Ireland. The Irish Guild of Sommeliers gold medal for the best taster on the course was presented to Maxime Dubois who is originally from Normandy, France, and is working in the Dublin Wine Rooms Restaurant. The Restaurants Association of Ireland award was presented to Mark Donohue, who also works at the Dublin Wine Rooms, for achieving first place overall in the examinations. The presentations were made by Oliver Murtagh, President of the Irish Guild of Sommeliers, and Padraic Óg Gallagher, President of the Restaurants Association of Ireland.

News

British Ambassador Visits Flannerys

China Becomes World’s Leading Red Wine Consumer China has become the world’s largest red wine consuming nation ahead of France and Italy. That’s according to the market survey commissioned by Vinexpo, the international wine and spirits exhibition whose Asian show is to be held from May 27th to 29th this year in Hong Kong.

Having downed more than 155 million nine-litre cases or 1.865 billion bottles of red wine in 2013, up 136% compared to 2008, China, including Hong Kong, is now the largest red wine market worldwide. They are followed by France, now in second place with nearly 150 million cases, and Italy with 141 million. Chinese consumers have become increasingly attracted to red wine since 2005. Between 2007 and 2013, the Vinexpo/IWSR (International Wine and Spirit Research) study reveals that red wine consumption was multiplied by 2.75 in China while it decreased by 5.8% in Italy and 18% in France.

British Ambassador to Ireland His Excellency Dominick Chilcott and his wife Jane dropped into Michael Flannerys Pub on Upper Denmark Street in Limerick recently for an Irish Whiskey tasting.

Apart from its virtues with regard to health, which have been widely lauded as an alternative to the impact of excessive consumption of rice-based spirits, the popularity of red wine is largely due to the symbolic importance of its colour. Red is a very positive hue in Chinese culture, associated with wealth, power and good luck. In business circles, these three values are fundamental. Red wine is therefore an obvious choice for business hospitality, where partners can drink to each others’ health. Red is also the colour of China.

The Ambassador was joined by Michael and Nuala Flannery and

by Eoghan Prendergast from Limerick Marketing Company.

Michael Flannerys Pub has the largest Irish Whiskey collection in the Mid West. The Fáilte Ireland Pub has over 100 different Irish Whiskeys in stock and is a member of the Irish Whiskey Trail.

More than 80% of the wines consumed in China are made there and the nation is currently the fifth largest producer in the world. However, imported wines are rapidly gaining market share.

Between 2007 and 2013, wine imports were multiplied by seven and account for 18.8% of all wine consumed in China today.

Irish Craft Beer Festival Moves Inside CHQ The Irish Craft Beer & Food Market will take place inside the CHQ Building on George’s Dock in Dublin’s Docklands from March 13th to 17th.

ely Wine Bars Offer a More Affordable 2014

This year, in line with the steady rise within the Irish craft beer industry, a wider range of over 50 local craft beer and cider, both in bottle and draught form, will be on offer, as well as a selection of Irish whiskey and a varied array of food stalls. When built in 1820 by distinguished engineer John Rennie, the CHQ building was originally a bonded warehouse. In March, within the walls of the CHQ, guests will enjoy mingling with Irish artisan food producers, including chocolatiers, fudge makers, cheese mongers and bakers, as well as tasting the infamous Pie Man’s vast selection of locally made pies. Outside the CHQ, passersby will be enticed by the aroma of freshly smoked barbeque fare.

Attendees will be entertained with traditional Irish music and can listen to the optional talks about the renaissance taking place within the Irish craft industry.

Erik and Michelle Robson, proprietors of wine bar group ely, have absorbed the 2013 duty increase, changed how they buy their stock and restructured their margins. They are looking to 'restore the true price-quality ratios' of their wines following two debilitating Budget increases compounded by a general global increase in costs. The following examples highlight the scale of the savings available: Beringer Founders Estate Zinfandel: €30 from €39 (-23%); Cono Sur 20 Barrels: €36 from €45 (-20%); Penfolds Koonanga Hill 76 Shiraz/Cabernet: €35 from €42 (-17%); Saint Clair Gruner Veltliner: €30 from €34 (-12%); Katnook Estate Cabernet - €69 from €79 (-13%); Kanonkop Pinotage: €49 from €56 (-12.5%) and Kanonkop Paul Sauer Cabernet: €59 from €66 (-11%). These wines are distributed exclusively by Findlater Wine & Spirit Group.

“The festival is uniquely positioned to capitalise on the tremendous upward curve happening within the craft beer, cider and whiskey industry in Ireland,” says Seamus O’Hara, Owner of Carlow Brewing Company and Co-Founder of the Irish Craft Beer and Food Market.

The Food Market opens daily from 10am to 8pm and entry is always free. The Irish Craft Beer & Whiskey Festival opens on Thursday from 5pm -10pm and Friday through to Monday from 12.30pm to 10pm. Admission is charged at s5 after 6pm and all weekend (including bank holiday Monday).

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News

Increasing Excise is Not the Answer, says NOffLA Dicey’s Off-Licence in Ballyshannon, Co Donegal, was named the National Off-Licence of the Year at the annual Off Licence of the Year Awards 2014 which were held on January 27th at the Honourable Society of King’s Inn, Dublin. The Responsible Retailer of the Year award went to The Molloy Group, Dublin, while Judith Boyle, Next Door @ J.Boyles, Market Square, Kildare won the RTC (Responsible Trading Certificate) Online Trainee of the Year award. In addition, all 40 finalists were awarded certificates of either Standard, Merit or Excellence based on their performance.

Speaking at the awards, Evelyn Jones, Chairperson of the National Off Licence Association (NOffLA), which runs the awards, said that the last few years have been very difficult for the off-licence sector. “Two severe excise duty hikes have hit the sector very hard and as a direct result, a number of businesses

have closed and jobs have been lost,” she said. “Fourteen businesses have closed in total since January 2013. On top of that, we have seen an increase in cross-border shopping and a rise in illicit trade. Government must understand that excise is not the answer and instead focus on bringing forward the Public

Health (Alcohol) Bill which we hope will properly regulate the sector.”

NOffLA represents independent specialist off-licences across Ireland.

The Association has 315 members, which represents 5,300 jobs in 26 counties.

Craft Brews Fair a ‘Spectacular Success’ More than 6,000 people tasted some of the finest craft beers from around the world over the course of the three-day Alltech International Craft Brews and Food Fair, Ireland’s largest craft beer festival, which took place in the RDS from February 6th to 8th.

Attendees sampled brews from brewers including Carlow Brewing, Espiga, Hardknott, Redwell, Mountain Man, N17 and Blacks of Kinsale.

Paired with these beers were cheeses from Sheridans Cheesemongers, smoked salmon from Burren Smokehouse, crisps from Keogh’s, and breads from the Bretzel Bakery.

In the centre of the Expo was the Kentucky Tavern, dispensing Alltech’s range of beers and spirits to thirsty guests. Brews included Kentucky IPA, Kentucky Bourbon Barrel Stout and the flagship Kentucky Bourbon Barrel Ale. A sensory lounge allowed experienced brewers, home brewers and beer and spirit enthusiasts to taste whiskey, bourbon and beers to learn more about how to taste and about the impact of different ingredients on flavour profiles.

More than 300 craft beers participated in the Dublin Craft Beer Cup, which was judged by Dr Inge Russell, editor of the Journal of the Institute of Brewing, and her team of international experts. The king of the craft brews, Coisbo, a Danish family run craft brewery, received the prestigious prize for their ‘Four’ Russian imperial stout brand.

The Alltech International Craft Brews and Food Fair will return to Dublin in 2015.

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Kelsie Sherman from Independent Brewing showcases their range of craft beers at the Alltech International Craft Brews and Food Fair.

News

Champagne Dumangin Seeks Irish Distributor Champagne Dumangin presented its range of champagne products to Irish distributors at the French Wine Trade Show 2014 in the Aviva Stadium in Dublin on January 16th. Hosted by UBIFRANCE, the event showcased the new product ranges of wine companies from Bordeaux, Rhône, Loire, Burgundy, Champagne and the Languedoc-Roussilon.

add an additional twist, dosage liquor is aged in a perfumed oak cask. Each bottling enjoys different dosage through its lifecycle to provide the best possible tasting experience, balancing acidity and sugar levels. As there is nothing to hide, disgorgement dates are added to back labels.”

“Champagne Dumangin J. Fils is a family company producing high quality champagne at a reasonable price,” says Managing Director Gilles Dumangin. “We have developed our export sales over the past 15 years and exports now represent 90% of global champagne production of Dumangin.

We believe that Champagne Dumangin should find a quality importer in Ireland to mutually develop a successful relationship. We have many cuvées but the most successful ones would be La Cuvée 17 which is our traditional Brut NV, L’Extra-Brut, our Premier Cru dry alternative to accompany seafood, Le Rosé Premier Cru, which is our signature wine and represents 50% of our production, and Le Vintage 2004, our award-winning Premier Cru wine.”

Champagne Dumangin was created by Hippolyte Dumangin in 1884. Gilles Dumangin is the fifth generation of winemakers and he has over 15 different champagnes in his portfolio at any given time. “Dumangin Champagnes are handled very gently from grape picking to bottling in their tank room in Chigny Les Roses,” says Gilles.

“Careful manual riddling, inhouse disgorgement and dosage ensure quality at all steps. To

Baileys Sales Skyrocket in China Sales of Baileys cream liqueur shot up by almost 40% in China in the last six months of 2013, according to Diageo’s latest results. Although sales of Baileys have been weak in western Europe, the 40 year old liqueur is selling well in China, North America, Latin America and the Caribbean. Diageo sold 6.4 million cases of Baileys last year. The drinks giant has increased the amount of money it has spent marketing Baileys in China and has run major advertising campaigns in Shanghai and Beijing. It has also launched successful marketing campaigns in Latin America and the Caribbean. It ran its first Christmas television commercial in Britain in five years in December 2013 when it tried to get people in the mood for Christmas with a modern retelling of The Nutcracker. Some of the new flavours launched for Baileys recently include vanilla cinnamon and chocolate deluxe. It has also redesigned its bottle to a slimline shape so that it appeals to more women.

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Budweiser to Sponsor Belfast Trojans Budweiser is the new sponsor of the Belfast Trojans, the reigning Irish champions of American football. The deal was announced at the end of January and will run for the 2014 American football season here with the Trojans wearing Budweiser logos on their jerseys and pants. The club’s move to Belfast Harlequins rugby club for their home games this season played a key role in securing the sponsorship.

News

Irish Distillers Launch ‘Cork Whiskey Way’ Irish Distillers launched Cork’s first ‘Whiskey Way’ trail - The Cork Whiskey Way – on February 28th. The dedicated, self-guided whiskey trail is set in the heart of Cork city. The guide is available as a free iPhone app or users can avail of a printed map from various pubs, tourist centres, and the Old Jameson Distillery, Midleton.

whiskey, served by experienced bartenders trained by the Irish Distillers Whiskey Academy in Midleton who will educate, enlighten and engage tasters with the history behind each premium Irish whiskey.

Within each pub, users should look out for the Cork Whiskey Way framed picture and scan the QR code within it. Once four of the codes within the ten destinations have been scanned, users will receive a certificate of completion signed by Brian Nation, Master Distiller, along with a complimentary pass to the Jameson Experience Visitors’ Centre in Midleton where whiskeys including Jameson, Powers and Midleton Very Rare are distilled.

The trail will bring users on a guided tour of Cork’s historical city and features ten handpicked pubs, renowned for their welcoming bartenders and their great atmosphere. Once inside the pub, users will have the option of tasting Irish

The ten bars of the Whiskey Way are Canty’s, Counihan’s, Electric, Le Château, SoHo Bar, The Mutton Lane Inn, The Oliver Plunkett, The Oval, The Roundy and The Woodford.

(l-r): John Bowe, Irish Distillers, Sabine Sheehan, Jameson Visitor Centres, and Master Distiller, Brian Nation.

Receiver Puts Towers Pub Up for Sale The Tower pub in Ballymun has been put up for sale by CBRE with an asking price of more than s1m. The property is being sold on the instructions of a receiver, Declan Taite of RSM Farrell Grant Sparks. The Towers pub is described as occupying a ‘prime trading location’ within Ballymun Town Centre. The two-storey licensed premises extends to approximately 1,150 square metres (12,470 square feet) and comprises a ground floor public bar, lounge bar and stores, with a further lounge bar, nightclub and store on the first floor. The property has access from either the adjoining car parks or through the Ballymun Town Centre.

The Towers is the latest pub to come to market in a receiver sale. By last autumn deals totalling more than s14m had been done for 13 Dublin pubs in 2013. Among the deals done last year were the Thomas Read pub on Dame Street in Dublin which went to a private buyer for between s2.5m and s3m.

Another licensed premises which changed hands was The Belgard Inn in Tallaght which is believed to have achieved around s2.5m. Pub specialists Morriseys also sold Rosie O’Grady’s pub in Harold’s Cross, Dublin, for around s1.7m. On Dublin’s northside The Kinsealy Inn changed hands for around s900,000. Seven pubs sold for around the s1m plus mark, including Russells in Ranelagh, where the agents CBRE achieved around s1.8m.

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The purchase or consumption of alcohol is not necessary in order to complete the Whiskey Way and users can visit the four pubs needed in order to qualify over a period of one month. To download the free Cork Whiskey Way app, visit iTunes and search for the Cork Whiskey Way.

Bottle Crusher Wins Top Prize at Gulfood 2014 Irish manufacturer PEL Waste Reduction Equipment has been awarded the Best New Innovation award at Gulfood, the world’s largest food and hospitality show, which took place in the Dubai World Trade Centre, UAE, last month.

PEL manufacture a full range of equipment for reducing waste costs. Baby Jaws is part of the PEL bottle crusher range which reduces bottle volume by 5:1. Baby Jaws fits under the bar counter and allows staff to reduce bottle volume at source. All of the glass can be recycled and processed back into bottles. PEL has teamed up with Orwell International Managing Director Steve Lynch who has appointed TSSC as importers and distributors of the PEL product range in the UAE. Over 4,400 companies from over 120 countries exhibitied at Gulfood 2014.

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Cover Story

Molson Coors Makes it Canadian in 2014 Robert Blythe, Molson Coors’ Head of Marketing Ireland, Scotland & Craft Beer (UK & Ireland), talks to Maev Martin about the company’s plans to increase awareness and sales of its lagers and craft beers during 2014.

Q

:When Molson Canadian lager was launched in Ireland in April last year Molson Coors said that it would like to be number two in the beer market within the next five to six years. What strategy will you be employing to make that a reality? : It’s less than a year since the Canadian launch and we’re proud to say we are now in the number three position. That said, we still have a way to go before we start challenging for that number two spot and that will take a few years of sustained growth to achieve. Our strategy is to identify those areas of the market where we can legitimately place brands in a way that uniquely resonates with the consumer, and grow those brands in a sustainable and solid way. If we invest in challenging, and in time, changing the current market landscape, there is no reason why we can’t surpass the top players and take that number two spot. We pride ourselves on the consumer-led approach we take in growing our business. This approach allows us to define the most effective positioning for our brands in the current market and understand how we need to develop them for the future.

A

Q

: You launched Molson Canadian in April 2013 as a premium lager in draught, bottles and cans, supported by an expensive advertising campaign.

How successful has the campaign been so far? : We have measured our campaign so far on two levels – we look at what has been achieved in terms of consumer awareness and at how that

A

translates into sales over the bar. The objective of the campaign was to announce Canadian’s arrival into the market. We wanted to tell the Irish public that there was a new beer available and to give them a sense of the brand’s heritage and values. For a brand that is only ten months on the market we are already at the awareness levels that you would expect from the bigger, more established brands in the trade. We are very encouraged by the performance of Canadian and we are delighted with the positive reaction it has had from our target consumers. We have big plans for Canadian in 2014 and I am really excited about what this brand can achieve. The theme of our 2014 campaign, which is launching in March, is ‘Make it Canadian’. The campaign is about celebrating ‘Irishness’ but with a Canadian twist. This development of the Canadian message will build on the initial 2013 campaign and bring the brand into new and exciting territory. Our aim is to make people think differently about their choice of beer. We will be investing to make this campaign highly visible and the message will be integrated across multiple platforms - outdoor, online (including social media advertising), national and trade press, as well as experiential events, and there will be a strong emphasis on enhancing consumer interest and encouraging trial of Canadian’s refreshing taste in-outlet.

When a publican is taking on a brand like Canadian we believe it is only right that we give them the

“We have big plans for Canadian in 2014 and I am really excited about what this brand can achieve.The theme of our 2014 campaign, which is launching in March, is ‘Make it Canadian’. The campaign is about celebrating ‘Irishness’ but with a Canadian twist.”

12

Cover Story

“We have big ambitions for Carling - we plan to increase the brand’s distribution by more than 50% in the on trade and that drive is really gaining momentum. Carling is a brand with massive growth potential in Ireland, both North and South.”

appropriate level of support. Throughout 2013 we were competitive on our pricing and we provided a level of visibility and consumer engagement activities for our brand which was over and above what a lot of our competitors were doing. Space is at a premium in the on trade - that is a big challenge – but we have a real opportunity with Canadian to establish an effective rate of sale through consumer relevant communications that drive consumer demand and profit for our customers. We are careful and targeted in the way we are rolling out this brand. We want to concentrate on making the brand a massive success through a focused network of corner stone accounts and build from there.

Q

: Do you have any special promotions planned over the next few months to further raise the profile of Canadian in the Irish market?

A

: At the moment, we are working on a game-changing programme of promotions and incentives for all our brands which we will soon announce to the trade. This suite of activity will greatly strengthen our proposition to the customer and will ensure that our offering is as good, if not better, than anything available to customers at present. We need our customers to champion our brands, be it Canadian, Carling or our Craft beers.

We have big ambitions for Carling - we plan to increase the brand’s distribution by more than 50% in the on trade and that drive is really gaining momentum. Carling is a brand with massive growth potential in Ireland, both North and South. It is a profitable, high volume product for publicans and it is a brand that we will invest heavily in throughout 2014.

We will be rolling out a remarkable suite of top class advertising for Carling in Ireland in 2014. We are really excited about what Carling can do and this will also be a huge 13

Cover Story

focus for Molson Coors, along with Canadian and our Craft Beers.

Q

: Molson Coors chose Ireland as the launch pad for its craft beer portfolio which is branded The Craft Collection. How will you be promoting the portfolio this year?

A

: In 2014 we will be focusing more on generating consumer awareness of the three big brands in that collection - Blue Moon, Franciscan Well and Sharps. Blue Moon is a globally recognised and renowned craft beer, which is produced in the US. With Blue Moon, one of the unique differentiators is that it is always served with an orange garnish, so our marketing and sales process will amplify this USP to really draw in the consumer and increase awareness.

Our Franciscan brand is a fantastic example of the world class beers that Irish brewers are capable of producing. Beers like Friar Weisse, Shandon Stout and Rebel Red – which has just been judged as the Best Amber Ale in Europe at the World Beer Awards – have all come from our brewery in Cork. With the Franciscan Well packaged range, we have just completed a programme of development work to ensure visibility, clarity and stand out on the retail shelf. This brand evolution will be launched in the market in March and will be accompanied by on and off trade promotion.

Our Sharp’s Brewery in Cornwall produces a number of craft beers and cask ales, including DoomBar, which is the number one cask ale in the UK. We will be launching some packaged beers from Sharps in Ireland in a limited and selective way in 2014, including Sharps Cornish Pilsner in bottles which will be available in the first half of this year. Cornish Pilsner is a fantastic product. It won gold at the World Beer Awards recently so we can say with confidence that it is the best lager in the world right now. It is a real jewel in the crown for any off licence or on trade outlet to be able to say they have the best lager in the world in their stock.

Q A Robert Blythe, Molson Coors’ Head of Marketing Ireland, Scotland & Craft Beer (UK & Ireland)

“Cornish Pilsner won gold at the World Beer Awards recently...It is a real jewel in the crown for any off licence or on trade outlet to be able to say they have the best lager in the world in their stock.”

14

: To what do you attribute the increasing popularity of craft beers in Ireland?

: There is an underlying evolution happening in the market, with men in particular. People increasingly want to know more about what they are drinking so the authenticity of the story behind craft beer is really important. People are hungry to engage with brands and that is why craft beer has jumped to the fore because it facilitates that dialogue, whether it is reading blogs, talking to beer experts online, or to publicans or off trade personnel. Also, people are tired of drinking the same drinks and are looking for something different. We are now seeing the volume and size of the craft beer category catching up with the level of interest – and this sector is capable of fantastic growth in the coming years.

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18/09/2013 12:21

REL’s Glycol System First prize winners of Refrigeration Product of the Year at the RAC Cooling Industry Awards

Irish-owned company REL Cooling Services Ltd picked up first prize for Refrigeration Product of the Year at the prestigious RAC Cooling Industry Awards which were held at the London Hilton, Park Lane, on September 25th.

The REL glycol refrigeration system works in a similar way to a traditional heating system. However, instead of circulating hot water around to the various radiators in your building, the glycol system circulates 3.5 C liquid throughout your bar, cooling all the bars refrigeration requirements, including beer cold room, beer lines, bottle coolers, cooling only air conditioning and food cold rooms. The system is fully endorsed and grant-aided by all Irish breweries, acknowledged by both the Vintners Federation of Ireland and Licensed Vintners Association, and has over 60 installations throughout Ireland, including The Left Bank, Kilkenny, The Guinness Storehouse, Fowlers of Malahide, The Errigle Bar, Belfast, Barry’s of Douglas, Cork, The Kings Head, Galway and Nancy Blakes in Limerick city.

Although the REL System is being acknowledged for its energy efficiency - the system typically reduces the energy bill by over 50% - it also provides free hot water through its unique heat recovery system. In addition, REL claims that draught beer waste is reduced and that beer quality is exceptional.

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Trends

Wine Drinkers Go

Au Naturale

Natureo, the de-alcoholised wine offering from Torres, has experienced high growth in the Irish market in recent years as low- and non-alcoholic offerings become an increasingly popular option for those who wish to have a glass of wine with a meal but need to drive after.

F

indlater Wine & Spirit Group, distributors of Torres Natureo in Ireland, have supported this shift with comprehensive activity in the ontrade called ‘One for the Driver’ where designated drivers were entitled to a glass of Natureo on their night out.

Combined with strong POS and visual support, this has resulted in exponential growth of the brand in pubs, restaurants and hotels, with proprietors taking to Natureo as their low-alcohol wine of choice.

Torres Natureo has also been highly recommended by the Weight Watchers group in Ireland, with each member in the country receiving a sample of the wine last year. Independent tests by Weight Watchers revealed a quarter bottle of Natureo to contain only 1 ProPoint, less than a quarter of regular wine, bringing the option of a glass of white well within the reach of those conscious of their health for the first time.

But it is the objective critical reaction that has been one of the major successes for Torres Natureo in Ireland. In a category that is often dismissed as containing inferior offerings, Torres Natureo consistently draws praise from wine writers in Ireland for being the diamond in the rough. Recent commendations for Natureo in the Irish press were, “The best de-alcoholised wine I’ve tasted” (Aoife Carrigy, Irish Daily Mail), “the most engaging non-alcoholic wine on the market” (Tomás Clancy, Sunday Business Post) and “very attractive” (John Wilson, The Irish Times). Furthermore, in 16

Trends

“Torres Natureo has also been highly recommended by the Weight Watchers group...Independent tests by Weight Watchers revealed a quarter bottle of Natureo to contain only 1 ProPoint, less than a quarter of regular wine, bringing the option of a glass of white well within the reach of those conscious of their health for the first time.”

December, Leslie Williams conducted a complete and comprehensive overview of every low- and de-alcoholised wine in Ireland for a double page spread in The Herald on “A Teetotaller’s Christmas”. The result was that Torres Natureo - both red and white - were rated first among all dealcoholised wines and were tied in the top position with a low-alcohol brand in the overall results.

Starting out life as a regular wine but having the alcohol removed via a spinning cone technique, Natureo has only 0.5% ABV and less than half the calories of regular wine. It was introduced to Ireland in 2010 and initial sales were marginal due to the trade’s lack of familiarity with the then fledgling sector. However, what started as a single SKU available in only a few dozen independents has grown to three SKUs – a white in both 75cl and quarter bottle, plus a red made from Syrah – which are listed in most mutiples, symbols and independents as well as many pubs, restaurants and hotels.

Torres Natureo (RSP s6.99) is available in O’Briens Fine Wines; Dunnes Stores; Mitchell & Sons, Dublin; Redmonds of Ranelagh, Dublin; Sweeneys of Glasnevin, Dublin; The Corkscrew, Dublin; and independent off-licences nationwide

Non-Alcoholic Lenten Treats Lent is creeping up, starting this year on Ash Wednesday on March 5th and ending on Holy Thursday, April 17th. Many will forfeit their favourite treats for the duration, including chocolate, sweets and alcohol. However we’ve all been guilty of slightly bending the rules on more than one occasion, And that little petit four at the end of the meal doesn’t really count, does it? But instead of breaking Lent completely when an unavoidable situation arises - unexpected but long overdue visitors or a celebration - it is much easier to have something at hand that may not necessarily be in contravention of the rules, depending on your outlook. This is where dealcoholised wines come in. These are beverages that start out as regular wines and have the alcohol removed afterwards, meaning that the full wine flavour is maintained but only trace alcohol remains. And by trace we mean less than what’s found in that sherry trifle, that beef bourguignon or even that carton of orange juice left out of the fridge overnight. What’s more, by removing this alcohol the calories are reduced by 30% to 50%, resulting in a double-whammy of goodness. All the more space for that extra sweetie!

Sutter Home Fre Sutter Home Fre wines are produced by Sutter Home Winery. It is America’s number one alcohol-removed wine brand. Also containing less than 0.5% ABV, Fre is available in Chardonnay, Merlot and White Zinfandel in Ireland. Originally founded in the late 1800s, Sutter Home Winery was purchased by the Trinchero Family in 1947 and today Sutter Home is one of the few remaining family-owned and operated wineries in Napa Valley. Sutter Home Fre Chardonnay, White Zinfandel and Merlot (RSP s6.99) is available from Dunnes Stores, Joyce’s of Galway, Supervalu nationwide, and independent off-licences.

Carl Jung The Carl Jung company was established in 1868 by Carl Jung, a wine grower and cooper in Germany. In 1908 his son Carl Jung Jr. patented a vacuum technique for removing alcohol from wine while retaining its flavour. Today the company still uses this technique which has been copied by others worldwide. Both a red and white blend are available in Ireland but also a de-alcoholised sparkling wine which is unique in its category.

And their wines are vegan-friendly too. Carl Jung White, Red and Sparkling (RSP s4.99) is available from Superquinn, Dunnes Stores, Joyce’s of Galway, Molloy’s Off-Licences, Dublin, O’Briens Fine Wines, Next Door Off-Licences, Supervalu nationwide and independent off-licences,

B by Black Tower B by Black Tower (5.5% ABV) from Reh Kendermann is one of the leading brands in the low alcohol wines sector. B by Black Tower has established a strong retail position in both the major multiples as well as leading independents and is available as a White, Rosé and Red. Reh Kendermann is planning a major promotional programme this year to support the brand, including a Newstalk radio campaign and a ‘Best Healthy Eating Recipe’ competition on Facebook. The winner will have their healthy recipe cooked by a top private chef in their own home and the professionally-cooked dish wil be washed down with bottles of B by Black Tower. There are also cases of wine to be won by runners up and the winning recipes will be featured on the Black Tower Facebook page.

Torres are also producers of Vina Sol and Sangre de Toro, which are also very popular in the Irish market.

17

Responsible Serving

Are You Serving Responsibly?

The bar in The Marker Hotel

Servers are facing new challenges as patterns of drinking evolve and the law changes. Supported

by MEAS Ltd and Fáilte Ireland, The Responsible Serving of Alcohol Programme (RSA) helps employees and employers who serve alcohol to understand their role and address current issues.

A

s well as a big increase in the number of patrons bringing their own alcohol to the hotel or pub, there are also new phenomena like the ‘Car Bar’. This is where a customer keeps a supply of an alcoholic beverage in their vehicle and leaves the licensed premises for a discreet drink before returning to the pub or hotel they are socialising in. While the pub/hotel can be responsible for any alcohol related incidents on the premises, it is almost impossible to supervise this type of behaviour or monitor customers when they are not purchasing alcohol on the premises.

The three-hour RSA workshop deals with all these important issues, offering practical solutions, and allows for an open discussion among staff at all levels in a bid to resolve issues which are causing increasing difficulty both from a legal and financial perspective.

The workshop includes case study discussion, a question and answer session, and support for the development of policies and procedures tailored to the needs of individual premises. Each participant receives an official RSA Certificate.

It is against the law to serve a drunk customer and the bartender can be personally liable. So, a common question that gets asked during training is how staff should deal with customers who drink at home and arrive at the hotel or bar either drunk or well on their way. Put simply, are they breaking the law?

“Staff benefitted from the clear explanation given on current legislation in the area and the course was also instrumental in the development of The Marker’s in-house alcohol policy.”

18

The RSA workshop teaches staff the legal definition of ‘drunk’, the signs of intoxication, the point at which they can be in trouble, as well as tips on how to avoid difficult situations. The workshop covers the various penalties a licence holder can face for allowing disorderly conduct. It also helps premises to develop a set of guidelines in the form of an Alcohol House Policy which, if written well and clearly displayed, can be used if a court case occurs.

Learning how to identify problems is just one aspect of the RSA training. The course encourages open discussion in a totally non-judgemental environment.

It’s all about giving staff confidence so that they learn how to see a potential problem before it happens.

Some role play situations are also thrown in, with the trainer playing the drunk and putting participants through their paces. It’s fun, but it is also vital that staff develop the skill to refuse, if needed.

The programme helps with the identification and development of relevant policies and procedures.

For example, hotels are encouraged to introduce a residents’ bar ‘closing time’ and include in the premise’s policy a statement such as ’Bar closing times may be changed to reflect in-house business’. This allows the hotel full discretion over the closing time of the residents’ bar. It gives more control to the night managers and helps when dealing with late drinkers without affecting business. Also, for hotels, a room service policy is important - a bedroom can never be considered a ‘private residence’. The course also covers tips on handling VIP guests and large functions.

Responsible Serving

Charlie Sheil

If you would like to organise a workshop for your staff or would like general information on local workshops email: rsa@alcohol.ie or info@meas.ie or call Mary Kennedy on 086 1718641

Paul Malone, Bar Manager, The Marker Hotel The Marker Hotel’s managers and bar team completed the RSA programme in October 2013 and, according to the hotel’s General Manager Charlie Sheil, the course gave participants the confidence and skills to deal with potentially tricky situations involving alcohol in a professional and practical way. Staff benefitted from the clear explanation given on current legislation in the area and the course was also instrumental in the development of The Marker’s in-house alcohol policy.

This document clarifies for staff the hotel’s rules in all areas relating to alcohol such as bar closing times and serving alcohol in the morning and via room service. It also deals with issues around proof of age and dealing with requests from guests from other countries. The policy, which all staff have signed off on, has helped bring consistency to the way staff deal with common situations and requests involving alcohol.

The Marker’s Bar Manager, Paul Malone, says that the value of the RSA training could be seen clearly over the particularly busy Christmas period. “The hotel’s staff were much better equipped to spot potential problems in advance, resulting in significantly fewer difficulties than would have been expected at that time of year and this created a better working environment for staff,” he says. “New practices were

“It is against the law to serve a drunk customer and the bartender can be personally liable. So, a common question that gets asked during training is how staff should deal with customers who drink at home and arrive at the hotel or bar either drunk or well on their way.”

also introduced such as serving a glass of water with all alcoholic drinks during late night periods.”

Richard Coughlan, Bar Supervisor, Johnstown House Hotel Johnstown House Hotel completed the Responsible Serving of Alcohol Programme in August 2013.

“The hotel’s bar staff all completed the programme, along with a large proportion of our restaurant and banqueting staff,” says Richard Coughlan. “The RSA programme was well put together and all of the staff who took the course found the contents interesting.

The topics were explained in plain English which meant that everyone could understand the material, even those members of staff for whom English isn’t their native tongue. Many of the staff found the explanations around what a standard unit of alcohol is to be particularly beneficial. Everyone was interested to learn the reasons why alcohol affects men and women differently and how time is the only real way of sobering up. The drinks quiz was also fun and informative - none of us would have guessed that a pint of cider contains twice as much alcohol as a gin and tonic. Other very useful areas covered by the programme were how to spot underage drinkers and how to approach people who are intoxicated.

We would highly recommend the course to any staff serving alcohol to the public in any hotel or bar.”

19

Feature

Britvic Re-Brands with New

Customer Engagement Model One of Ireland’s largest on-trade wholesalers, Britvic Licensed Wholesale, is undertaking a large scale repositioning programme which includes re-branding the company to Counterpoint and rolling out a new model of customer engagement for the licensed trade. Phil Ellison reports.

C

ounterpoint is the new name for Britvic Licensed Wholesale. The repositioning to Counterpoint marks the evolution of the business into a standalone independent entity that is one of the largest suppliers of soft drinks and alcohol beverages to the drinks industry in Ireland.

Counterpoint is located in Kilcarbery Business Park and employs 45 staff directly and 100 in the logistics depot.

The Counterpoint repositioning and new brand identity was unveiled at a convention in the Clyde Court Hotel in Dublin on November 27th which

was attended by the country’s leading publicans to discuss a path to mutual growth for the on-trade. Speakers at the event included Counterpoint managing director Finbarr O’Doherty, economist David McWilliams, sports psychologist, David Hussey, Irish whiskey connoisseur, Dr John Teeling, and Counterpoint marketing director Debbie Vard.

As part of its repositioning, Counterpoint announced the creation of 20 new jobs in Dublin and the addition of two new distribution contracts for Walkers Snacks and Findlater Wines. The

(l-r): David MacWilliams, Debbie Vard and Finbarr O’Doherty.

20

20 new positions will be located at Counterpoint’s head office in Kilcarbery Business Park in Dublin and will service customer care and also financial accounts functions previously undertaken in the UK. Counterpoint will be the exclusive on-trade distribution partner for Walkers Snacks which will see the product range stocked in pubs across Ireland. Counterpoint has also signed a distribution deal with the Findlater Wine & Spirit Group. This will significantly expand the range of wines Counterpoint supplies to the drinks trade which include Wolf Blass, Torres and Cono Sur.

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Feature

Challenging the Status Quo Wholesalers have had to provide support and business expansion opportunities to their clients in order to survive in an incredibly competitive marketplace.

Counterpoint’s business model reflects the new operational reality.

The new customer engagement model envisioned by Counterpoint is moulded around offering publicans access to an expanded portfolio of products and working with them to develop and deliver bespoke marketing campaigns. The company claims that, through analysing Irish and international trends in the licensing trade, they can provide their customer database with advice and support to assist in the growth of their bars, hotels, pubs and restaurants.

Commenting on the repositioning of the company, Finbarr O'Doherty says that Counterpoint wants to challenge the status quo in the trade by changing the way business is done. “The licensed trade in Ireland has undergone radical change in recent years and we are evolving our business to successfully compete in this new trading environment. Our new customer engagement model is unique to the on-trade as it is based on a partnership approach that goes beyond purely a supplier relationship. We are focusing on the needs of our customers so we can deliver a strategic advantage. We see significant potential in the licensed trade and we feel that the key to unlocking this is for us to deliver truly profitable partnerships for our trade customers through collaboration, consultation and delivering insights and brands that will help publicans deliver growth.”

Digital Marketing Drive Counterpoint is the leading islandof-Ireland on-trade supplier of soft drinks with 42% market share and a customer base of 7,000 pubs, hotels and restaurants. This year Counterpoint will expand the roll out of its first to market on-trade iPad ordering service - currently in use by 600 publicans - to over 1,000 customers in bars, hotels and restaurants nationwide. The application provides a 24/7 ordering service for customers, with deliveries being processed and delivered within 48 hours. In addition, they plan to grow their other Pub Hub app. The app was launched last year and offers publicans a direct marketing channel to consumers to promote food, drink and entertainment offers. 27,000 people have already downloaded the app whereby users input their location and from there can access a list of nearby pubs with special offers.

Game Changing Irish sports psychologist, Gerry Hussey, noted how important it is for businesses in the hospitality industry to incorporate ‘game changers’ into their day-to-day operations. He described these game changers as specific moments in time where an employee can go out of their way to provide exceptional service for their customers. “If there is a problem with food or drink and it’s a genuine mistake, customers will forgive you,” he said. “But if someone is rude or doesn’t care, you won’t be forgiven.

If you have a team that has the same mentality, who share the same beliefs, and are equally passionate about the business you’re unstoppable. You need to actively communicate with your staff and say ‘This is how we sell ourselves - this is how we’re different’. Ask your staff why they want to work here. If it’s only for money they are going to be a liability. Instead of spending three minutes checking someone in, spend six minutes. People will want to support your business if they’re treated well.

Business is all about momentum and changing gears if the plan isn’t going your way. For example, if you stand still on Everest for two minutes you’re going backwards because the mountain is moving against you.”

(l-r): Mark Fogarty, Regional Sales Manager (ROI), Counterpoint, with Frank Towey, Towey Group, and Tom O’Brien, The Ferryman, Dublin 2.

Economist David McWilliams endorsed the Counterpoint approach to business.

“The Irish pub is an institution around the globe and is part of the fabric of Irish society itself,” he said. “Recent trends are

(l-r): Noel Grimes, The Wright Bar Group, Shane Davey, Counterpoint, Dublin, and Jerry Harrington, The Wright Bar Group.

22

Feature

pointing towards a twin track recovery, with Dublin pubs bouncing back ahead of their rural counterparts. The Counterpoint approach to unlocking the potential of the licensed trade here in Ireland is to be applauded as it aims to deliver much needed growth across the sector.

The customer ethos and heritage that Counterpoint is built on, and the focus on innovation and growth, is just what the licensed trade needs right now.” (l-r): Finbarr O’Doherty, Managing Director, Counterpoint with Donal O’Keeffe, CEO, Licensed Vintners Association and Tom Gray, Managing Director, Findlater.

The Counterpoint Portfolio

(l-r): Philip Hickey, The Barge, Dublin 2 with Caroline Hickey, The Barge, Debbie Vard, and Mark Fogarty, Regional Sales Manager (ROI), Counterpoint.

Soft Drinks: Club, Ballygowan, 7 Up, Pepsi, Britvic mixers, Cidona, TK, Energise and Miwadi.

Beers: Amstel, Bulmers, Budweiser, Carlsberg, Coors Light, Desperados, Fosters, Miller, Paulaner, Peroni, Sol and Tiger.

Wines/Spirits: Cono Sur, Wolf Blass, Torres, Mateus Rose and Smirnoff.

Conference Report

Positive

Outlook for Pubs

After five tough years Dublin publicans believe that the outlook for the pub trade is improving but the sector still faces serious challenges.

Maev Martin reports on ‘The Future of the Dublin Pub’ conference organised by the Licensed Vintners Federation.

“T

Kay McCarthy, Founder and Managing Director of MCCP, The Planning Agency

en years ago 75% of alcohol was sold in bars with off-licences accounting for 25% but now off trade sales account for 55% and the multiples will continue to compete strongly in the alcohol market in the future,” LVA Chief Executive Donall O’Keefe told the conference at the Morrison Hotel in Dublin on November 5th, which was attended by 200 publicans and drinks suppliers. “In that context it’s vital that our members review their offering and evolve to meet the changing market conditions. However, the Dublin economy and the Dublin trade is improving and we believe the future is bright for publicans who are prepared to innovate."

“You offer a fantastic product and service and a great customer experience but I don’t hear you talking about that so a massive PR job is required and you need to wrap the green flag around you.”

The conference heard from Leo Crawford, Group Chief Executive of the BWG Group, Kay McCarthy, Founder and Managing Director of MCCP, The Planning Agency, and John Doddy, Director, Deloitte. The event included presentations by Paul Nolan, one of the owners of Raglan Road Irish Pub and Restaurant at Downtown Disney, Florida, which features a modern Irish menu by Kevin Dundon 24

of Dunbrody House, four bars and a wide range of Irish entertainment. He also created a top five Irish pub in the US - Nine Fine Irishmen in Las Vegas. Seáneen Sullivan, one of the owners of L Mulligan Grocer and WJ Kavanaghs pubs, as well as concept gypsy brewery, the Brown Paper Bag Project, also addressed the conference. Setting themselves up as an eating and drinking emporium, the menu at L Mulligan Grocer, Stoneybatter, changes weekly and focuses on the best of Irish produce. They focus heavily on craft beers and ciders and have over 150 whiskeys (and whiskies) from across the globe. The conference also heard from Lee Cash, the ideas man behind The Peach Pub Company which currently has 16 pubs, each of which is individually designed for its location and guests.

Image Problem A total of 20% or s200m of BWG’s turnover in Ireland comes from alcohol and they service up to 500 outlets, with wine licences through the Spar and Eurospar brands. Leo Crawford talked about the drinks market from a retailers perspective and promised to provide some ‘tough love’ for publicans and suppliers of alcohol. “There are huge similarities between the pub and the retail trade,” he said.

“Looking at how retailers reacted to the challenges in the market might help the pub trade. The last five years has seen a huge closure of convenience stores.

We decided to focus on the individuality of the retailer – we are local, we provide employment and we are

Conference Report

Some Dos and Donts ¹ Do redefine the pub – don’t rely on food and drink alone. ¹ Make yourself famous for something – don’t try to be everything. ¹ Reward customers by making their time out fun and easy but don’t rely on offers to secure loyal customers. ¹ Interact with digital to enhance your offering but not at the expense of human contact.

visible in our business. We have to deal with Aldi, Tesco and Dunnes and you have to deal with the off trade but there are ways to do that. First there is the image of the publican. He is generally perceived as aging, grumpy, rough and ‘does well for himself’. But you could be portrayed as a supporter and sponsor of the local community and as traditional family businesses, as entrepreneurs, and as coping with a deep recession and offering employment. You offer a fantastic product and service and a great customer experience but I don’t hear you talking about that so a massive PR job is required and you need to wrap the green flag around you. At the moment I’d only give you three out of 10!”

from coffee, wine and food also provide massive growth opportunities, and the younger and more knowledgeable your staff the better. Events are also important, as is social media. There are also big opportunities for community events such as bridge nights, darts nights etc, and for publicans to work with local charities. When it comes to the BWG customer, we use a lot of focus groups and research. Do you know your customer and how is the profile segmented by age? 43% of publicans are not targeting the under 30s market and I think they are right. Chasing that market doesn’t give great returns but you can hope they will migrate back to the pub. Think like a retailer, improve your image, and work in collaboration with your suppliers.

Comparative pricing with the off trade is one of your biggest challenges, as are penal rates, the recession and the drift away of young consumers. Your

Turning to suppliers, he said that the model of collaboration between the wholesaler and the retailer should be adopted by publicans. “Suppliers are looking at the pub trade from the prism of the brand rather than what works for the pub,” he said.

“BWG spend s6m a year in capital expenditure in stores and we see that as more effective in terms of marketing than a lot of above the line promotions.”

Mistakes & Opportunities Some of the most common mistakes that pubs make include not telling people what is on offer.

“When I go into a lot of pubs I don’t see the great food, coffee or wines on offer,” he said. “BWG has experienced 33% growth in coffee sales in recent years. Publicans will find that it is worth their while investing in a Barista machine. Apart

Leo Crawford, CEO of BWG, Paul Nolan, Co-owner of Raglan Road pub and restaurant in Florida, and Lee Cash from the Peach Pubs group in the UK.

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Conference Report

“Comparative pricing with the off trade is one of your biggest challenges, as are penal rates, the recession and the drift away of young consumers.

Your competition is the local restaurant, the local Spar, the couch at home, or even the local gym, so the challenge is to attract people into the premises.”

competition is the local restaurant, the local Spar, the couch at home, or even the local gym, so the challenge is to attract people into the premises.”

He said that selling slabs of Guinness or Heineken at ridiculously low prices is in no-one’s interest.

However, he believes that the minimum pricing measures planned by the government will be legally challenged. Pubs need to maintain their businesses at current levels and grow a little but he believes that the trade will never get back to where it was. “The shift to the off trade will continue but hopefully not at the recent rate,” he said.

Based in Dublin, MCCP is a specialist planning, innovation and research agency. Its Founder and Managing Director Kay McCarthy has worked extensively with leading alcohol brands, including Jameson, Heineken, Coors Light and Ketel One Vodka and was central to the development of the Dublin Does Fridays campaign with the LVA.

Seáneen Sullivan, part-owner of L Mulligan Grocer, Lee Cash from the Peach Pubs group in the UK and Paul Nolan, Co-owner of Raglan Road pub and restaurant in Florida.

Selling an Experience According to MCCP research, 56% of people say they enjoy a night out in the pub yet only 29% go to the pub at least once a month. “There is an opportunity for publicans to reverse that,” said Kay. “You are not just selling pints. People value experiences, not transactions. They want escape, fun, and to meet like minded people. 50% of people have just s100 monthly but 27% have more than s100 monthly to spend. Winning a share of peoples’ wallets is about disruptive thinking. The pub next door is not the publican’s main rival. It’s Netflix, Facebook, Twitter and on-demand TV. Publicans cannot assume that their customers have stayed the same. The customer, not you, is redefining what the pub is but the good news is that they want what you are selling. We have seen a 42% rise in craft beers this year while the number of BYO restaurants has exploded. ” Kay told delegates that education and entertainment are now interlinked. “Drink Shop Do in London offers games as well as drinks, The Book Club, also in London, is a bar that becomes a book club for two or three nights, and Great Harry Bar in New York introduces people to new wines, craft beers, runs wine and spirits classes and promotes slower drinking,” she said. “Silver Bullet in London uses a social network to get customers in the door. Boloco in Boston runs a loyalty card system, giving people privileges during the night, while Grub Hub in New York runs prizes and promotions to get customers to return. The Oyster & Whiskey Bar and Bubbledog in London offer food pairings. For Blind Tiger Ale House in New York it is all about their cocktail list while 1 Oak New York offers table service with premium cocktails - and the stories behind them.

We live in a fast-moving environment but in order to be successful a pub must connect strongly in some way with its customer base. But publicans cannot be all things to all people. A pub must play to its strengths. Pubs should make themselves famous for something and do it really well. That is key.”

The Seven Deadly Sins of Retailing 1. Rude Bar Staff.

2. Dirty Toilets.

3. Cheap Wine Glasses.

4. Not Female Friendly.

5. Lack of Atmosphere.

6. Poor Merchandising.

7. Lack of or Poor Food Offering.

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Wine

That

Je Ne Sais Quoi Wine drinkers philander from region to region but it seems that passion for New World wines is fizzling out and love for the classic world wines is returning. Amour for the French varieties, in particular, is in bloom once again. Valerie Jordan reports.

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uring the nineties French wines dominated the Irish market but in the 2000s drinkers started to look further afield. Throughout that decade wine drinkers experimented with and embraced the offerings of the New World. A 2012 report by ABFI (Alcohol Beverage Federation Ireland) showed France had a 23% share of the Irish wine market in 2000; by 2008 they had just 13%. In stark contrast, Australia had market share of 16.7% in 2000 and 26% by 2008. However, in 2012 France had clawed back to a 14% share, with the Australian share declining to 24% (The figures for 2012 are based on

official trade statistics, IWA Country of Origin Survey, and other trade sources). Figures for 2013 are not yet available but the share of French wines is expected to increase again. So what is happening?

For one, French prices that originally alienated the average drinker have been coming down - at least at the lower end of the market - and prices of New World wines, which once offered the best value, are increasing. “French wines at the lower price end have improved enormously,” says Billy Kelly, French wine lover and owner of Kelly’s Resort Hotel & Spa. “They’ve 27

Wine

learnt from the New World wines that you can make a good wine at a lower price.” Secondly, wine drinkers embraced the simplicity offered by the New World - they learned quickly that they liked an Argentinian Malbec or Chilean Merlot. Now, it seems, that simplicity has become tiresome. Billy Kelly agrees. “I see a real move back to French wines,” he says. “People used to automatically come in and look for something like a Chilean Sauvignon but not so much now.”

Wine Business Solutions, an Australian wine consultancy, have just produced a report that predicts a bleak outlook for New World wines, namely Australia, Chile and South Africa, but suggests that things are looking great for France.

Peter McAtamney, who runs the consultancy, predicts the rise of a sophisticated drinker seeking more exciting wines. “France is obviously the most well-endowed overall,” he says. “They are also the most dynamic, which is a frightening prospect for competitors.”

Regions to Watch French wine is often perceived in terms of Champagne, Bordeaux and Burgundy – appellations that have earned a reputation for quality. However, there are

“France offers so many styles of wines from different regions using different grape varieties. As Irish consumers become more adventurous in their food choices, so they will with their wine.”

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fantastic wines produced throughout France and, with a new emphasis on both value and quality, producers are pricing themselves back in to the Irish market.

About one third of all French wine is produced in the Languedoc-Rousillon region, which has about three times the number of vines as Bordeaux. The vast quantity produced there keeps prices down and, according to Peter Dunne, Director of Mitchell & Son Wine Merchants, it’s the region to watch. “From our experience, it’s the Languedoc region that people are really beginning to discover,” he says. “They have continued to have good vintages which makes them shine out.” Peter Roycroft, Portfolio Development Manager at Findlater Wines, agrees. “Certainly in terms of value for money the Languedoc can compete with anywhere - the price of a good Fleurie or Chablis can get you a spectacular red wine from this region,” he says. “Or, for people who may be tiring of Sauvignon Blanc, Picpoul de Pinet, an appellation from the Château Font Mars vineyard, is developing a loyal band of followers here in Ireland.” The South-West is Peter Roycroft’s other region to watch. “Malbec is a grape that is winning lots of new followers, and, while Argentina has certainly led the way, Cahors, Malbec’s spiritual home, is now starting to produce very consumer– friendly styles, and new brands for the Irish market.”

Alsace, famous for its Rieslings and Pinot Gris, struggled to find a market in Ireland initially but is now being accepted. “Alsace is one of the world’s best white wine regions,” says Peter. “We have found that consumers like wines such as Hugel Gentil because it offers fruitiness, aromatic complexity and is good with a range of foods.” Billy Kelly suggests keeping an eye on the Loire Valley for quality wines. “Across

Wine

regional France I predict growth in the Loire and a move to the Loire for red as well as white. It’s famous for its Sauvignon Blancs but also offers outstanding value for money for Sancerre, Bourgueil and Chinon.”

Experts also believe that France’s gastro tradition will pave the way for its revival, with the Irish fast becoming a nation of sophisticated foodies. “France offers so many styles of wines from different regions using different grape varieties,” says Peter. “As Irish consumers become more adventurous in their food choices, so they will with their wine.”

The Top End At the other end of the spectrum, top-end wines struggle for a market in Ireland - the top-end of Bordeaux and Burgundy wines and, of course, Champagne. “The top end wines are proving difficult - there’s no demand,” says Billy Kelly. “People aren’t looking to spend s200 to s300 on a bottle of wine anymore.” Alternative ‘bubbly’, like Prosecco, Cava or French Crémants have encroached on the Champagne market. “We sell three times more Crémant than we do champagne,” says Billy. “A very good Crémant and a good champagne, the difference isn’t enormous but the price differential is quite substantial.” Peter Dunne agrees. “Champagne do have problems ahead I think,” he says. “They extended their plantings but by extending the region of Champagne they’re producing more than they need.

Prosecco has definitely intruded on their market. I think the top-end of the Bordeaux market is getting quite difficult now too.” The top end of the Burgundy and Beaujolais appellations have also become too expensive for the common wine drinker. Peter Roycroft says that in terms of the old stalwarts of the Irish trade - Chablis and Fleurie - the current prices of these wines means they sell less than they once did.

The Outlook France produces more wine than Australia and New Zealand. However, their domestic wine drinking has declined in recent years (in 1980, 51% of the French drank wine every day; in 2010 it was only 17%) so producers are looking to new markets and driving down prices for export, which is very good news for value-seeking drinkers. Peter Dunne is positive about the outlook for French wines and advises the trade to prepare itself for a return to French wines. “People are learning more about wine,” he says. “French wine requires a little bit more knowledge and people are being more selective when they drink wine. They’ve experimented with New World wines but they’re

“Fifteen years ago if you liked Sauvignon or Chardonnay that was all you needed to know but in France the varieties are pretty far reaching.

The trade needs to have a good knowledge of their products to sell wines.” beginning to think ‘I’ve never had a Côtes du Rhône or a Bordeaux’.There’s more sophistication in drinking so it’s all to play for for France. To drink French wines you need to know a little bit more about wine. Fifteen years ago if you liked Sauvignon or Chardonnay that was all you needed to know but in France the varieties are pretty far reaching. The trade needs to have a good knowledge of their products to sell wines.”

New Entrants UBI FRANCE recently held a trade show at the Aviva Stadium with the aim of securing Irish distributors for new French wines in the Irish market. Twenty-two wine producers introduced over 250 wines to the Irish trade at the event, which was organised in association with Sud de France and the Languedoc-Roussillon region. At the time of going to press, several of the wine producers had secured Irish distributors.

Les Domaines Auriol secured a new distributor for their Picpoul de Pinet. Also from the Languedoc-Roussillon region, the 155 hectare estate of Domaine de la Provenquière have had several interests from the trade. A Wine to Try works for 27 wineries across France and exhibited wines from the Loire Valley, the Rhône Valley and Languedoc-Roussillon at the show. Nomad Wine Importers Ltd have since ordered their Château Haut Blanville’s Peyrals and Bergerie des Charmes. The family-owned Château la Grave de Bertin in Bordeaux are looking forward to working with a new Irish distributor in the coming months. Château Guiraud in Bordeaux, already imported

by Mitchells & Son and The Corkscrew Wine Merchants, have also had new interest in their Sauternes. The Rauzan wine cellars, who represent close to 300 wine producers in Bordeaux, had several interests from the trade, including The Connemara Wine Cellar, Boyne Valley and Cases Wine Warehouse.

“French wine requires a little bit more knowledge and people are being more selective when they drink wine. They’ve experimented with New World wines but they’re beginning to think ‘I’ve never had a Côtes du Rhône or a Bordeaux’. There’s more sophistication in drinking so it’s all to play for for France.”

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Beer & Cider

What’s Brewing in 2014?

Licensing World’s Valerie Jordan talks to players big and small about what to expect in the world of beer.

L

ager, ale, porter or stout – beer is at the heart of the Irish pub. However, the Irish beer market has changed dramatically in recent years. Consumers are seeking an experience when they drink and an offering that exceeds the four or five choices that topped bars just a few years ago.

Diageo Despite reporting a six per cent decline in sales last year - attributed to the unusually warm summer - ‘the black stuff,’ Guinness, remains the nation’s favourite.

“Beer represents 21% of Diageo net sales”, says Stephen O’Kelly, Marketing Director for Guinness, Western Europe. “So a commitment was made by the company to turn this declining trend around with some new, exciting and creative strategies for 2014.

There has been a revolution in beer - consumers are looking for remarkably better beer. This is very encouraging for Guinness, as drinkers absolutely see Guinness as tying in with that motivation. Guinness has more taste - it’s a substantial beer, full of flavour with a rich texture and mouth feel. Our latest innovation is the new Guinness Plus App. Over 7,000 pubs across the country have signed-up and the level of consumer downloads has been huge. It’s a powerful tool that can support publicans but also offer remarkable rewards and experiences to consumers.”

The brand has long been synonymous with creative advertising and Guinness’s latest campaign is equally noteworthy. “Last month we launched our new TV commercial ‘Sapeurs’ which has been received very

“The Irish beer market has changed dramatically in recent years. Consumers are seeking an experience when they drink and an offering that exceeds the four or five choices that topped bars just a few years ago.”

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positively by consumers, trade and media,” says Stephen. “Following on from the recent ‘Basketball’ ad, ‘Sapeurs’ builds on Guinness’s platform of celebrating people with extraordinary integrity and character.”

Last year, after a seven year break from TV advertising, Diageo’s Smithwick’s celebrated 300 years of brewing with the launch of a new campaign in Ireland.

“The campaign uses a distinctive ruby-red squirrel to bring to life the craftsmanship of the beer, alongside the strapline, ‘Experience. It’s what you do with it that counts’ and this campaign will continue into 2014,” advises Christine Keohane, Senior Brand Manager for Smithwick’s. Last year Smithwick’s also launched a seasonal brew: Winter Spirit. “Smithwick’s is putting that experience to the test again with its newest seasonal brew, Smithwick’s Long Summer,” says Christine. “Smithwick’s Long Summer offers variety for beer lovers who are looking to try something new and different in the summer months.”

Molson Coors The launch of Molson Canadian was Molson Coors’ big investment of 2013. “Not only did it represent the biggest lager launch in Ireland in more than a decade, it was also the first market launch outside North America since the brand was first established in 1959,” says Keith Fagan, Sales Director, Molson Coors Ireland. “Before we launched Canadian, there was a palpable sense that premium lager drinkers were looking for something new in the Irish market, particularly a crisper, lighter beer, so the decision to launch Canadian was quite an easy one. We launched with a big bang last April. The marketing campaign really piqued consumer interest and we quickly achieved strong distribution with the on trade. We plan to double our investment in the brand across the year, kicking off in March with very exciting ATL creative and an integrated campaign that will really engage with our consumer and drive strong demand for Canadian throughout the country.”

Molson Coors other main focus is Carling. “Carling enjoyed its 50th anniversary in Ireland in 2013,” says

Beer & Cider

O’Hara’s red and pale ales

Keith. “It has really proved itself as a ‘must-stock’ brand and experienced a volume increase in the Republic of Ireland last year of 100% on 2012. 2014 will see a robust investment in driving brand visibility and showcasing Carling’s mass market appeal. It’s a high-volume, high-rate of sale lager that delivers strong profit returns for publicans. Blue Moon is our international craft beer and it is growing massively here in both the on and off trade.”

Heineken Ireland The Heineken Ireland portfolio includes Heineken, Coors Light, Amstel, Fosters, Beamish Stout, Murphy’s Stout, and specialty beers such as Desperados, Sol and Tiger. At the time of going to press Heineken had just released their results for 2013. Maggie Timoney, CEO, of Heineken Ireland, commented that “2013 has been another year of strong progress for Heineken Ireland which has seen us grow our market share in both volume and value terms in a beer market that experienced a decline of 3.2% in 2013.” Heineken remains Ireland’s preferred lager, with a 33% share of the lager market. The remainder of the Heinken Ireland lager portfolio experienced strong growth driven by performances from Coors Light, Tiger, Desperados and Sol. Heineken also announced plans to promote Desperados, a tequila flavoured beer, this year, positioning it as the beer for Ireland’s on trade party scene. The brand saw 38% growth in the on trade in 2013, attributed to its strong on trade programme, including a stage at one of Ireland’s biggest festivals, Sea Sessions, and Halloween parties. 2014 will see an even bigger and better programme for the brand, supported through media and digital campaigns, on trade activation and a tasting programme.

in and proliferation of craft beer, which shows no signs of abating this year. At Donegal Brewing Company, Brendan O’Reilly predicts a big year for craft. “I think it will be a massive year for craft beers,” he says. “At Christmas the demand for craft beer was incredible - we sold out of a lot of lines before Christmas. You could come in to our bar on a

“At Christmas the demand for craft beer was incredible - we sold out of a lot of lines before Christmas. You could come in to our bar on a Tuesday night and you’d see more than half the locals drinking a craft beer - in Donegal.”

What’s New in Craft Consumers’ thirst for choice is evident in the interest

Franciscan Well micro-brewery

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Beer & Cider

Eight Degrees’ craft beers.

Tuesday night and you’d see more than half the locals drinking a craft beer - in Donegal.”

Cameron Wallace at Eight Degrees concurs. “At the end of last year we went through a huge expansion in the brewery to increase our capacity by another 150%,” he says. “We’re seeing a lot of demand, particularly from the on trade and restaurants. Currently craft beer produced in Ireland by an independent craft brewery accounts for about 0.5% of beer consumed in the country but internationally that’s very low. In the States that’s about eight per cent or nine per cent. We would expect Ireland to conform with international trends in terms of the penetration of craft beer so the further potential for growth is really quite incredible.

But our challenge is trying to encourage somebody to try something new and divert them from whatever default drink they normally have.”

Carlow Brewing Company has been in the market for about 15 years and has witnessed it grow every year.

“But it really started to grow exponentially in the last two years,” says Séamus O’Hara of Carlow Brewing Company. “Drinkers are interested in craft and that has forced a lot of bars, restaurants and hotels to respond to that demand.”

Despite increasing demand, the vast majority of pubs still do not have a craft beer offering.There has been some reluctance in the trade to offer craft beers and that can be attributed to a lack of understanding as to what they are about. “We’ll be investing in our beer champions – that is an investment in the education of all of our customers to enable them to engage consumers with craft beer,” says Keith Fagan of Molson Coors Ireland. “Some outlets in the country are fantastic with craft beer but they are few and far between. The real prize is when publicans and off-licence owners can really educate their customers and engage in dialogue around the unique attributes of specific beers, and help them discover new personal favourites and really enjoy their craft beer experience.”

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Séamus O’Hara of Carlow Brewing Company agrees.“What makes craft beer successful in a pub is the bar staff learning a bit about craft beer and engaging with their customers around it,” he says.

“Publicans should contact the breweries, have a chat to the people behind the beers, or attend the events to sample and get a feel for the beers. We’re all happy to talk and explain.”

Beoir, the independent organisation that supports the craft beer industry in Ireland, will be running an educational programme for publicans during 2014.

“We’ll be talking about craft beer and teaching publicans how to deal with it,” says Beoir Chairman, Reuben Gray. “You can’t just get a couple of taps in and expect it to be like Heineken or Coors Light because nobody is doing any marketing for these beers. Publicans need to be shopkeepers of their product.” Beoir are also keen to promote craft beer to the restaurant trade. “A number of restaurants are starting to get in craft beers and what they should be doing is having a pairing suggestion with each dish because there is a beer for every dish.”

In the Vanguard of Distribution The other obstacle for the craft beer industry is distribution. However, James Winans of Vanguard Beer Collective is aiming to rectify this.

Vanguard, which was established in June last year, manages the distribution of craft beers to pubs, restaurants and off-licences, offering a one-stop service for orders, deliveries, invoices, servicing, the installation of taps, cleaning lines, marketing and promotion. Vanguard has eight breweries signed up so far, including 8 Degrees, Trouble Brewing, Bru Brewery, Dublin 5 Lamps and Porterhouse Brewing, and accounts to supply on tap and in bottle to 37 pubs around the country. Vanguard buys wholesale and charges a fee to publicans who can order a selection of craft beers, which are stored in the Vanguard warehouse on the North Strand in Dublin, in one go.

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1850 204 205 www.focusireland.ie

5 Minutes With

Matthew Dakers Licensing World caught up with award-winning mixologist Matthew Dakers in The Marker Hotel last month during his week-long visit to Dublin where he talked about Stolichnaya Vodka and his role as Brand Ambassador.

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hat does your role as Stolichnaya Vodka Brand Ambassador involve?

I have been in the role since April 1st last year. I am the face of the brand - Mr Stoli - everything I do and say is about reinforcing the brand’s superiority and premium positioning on the back shelf. When I do

vodka tasting and training, which is most of my work, I discuss the history of vodka because education is key. We find that when we teach the bartenders about the history of the brand they pass that information onto the customers so we cover the key dates in Stolichnaya history and we go into the finer details of how the brand is made. The other aspect 34

5 Minutes With

“This year we are campaigning about our brand being the original. This is based on a lot of key dates in our history when we set trends. We were the first vodka to be delivered to the Tzars of Russia and in 1962 we were the first to pioneer and commercially create flavoured vodka. We were also the first to create a Super Premium Vodka in the 1980s.”

of my role is events and PR which is a big part of my job. Vodka represents almost 60% of the whole spirits category globally so we run a lot of consumer events where I make cocktails and discuss the brand history in a lighter way. People buy things that they know so when they see a brand on the shelf they need to know where it comes from, what is in it, and how the brand sees itself going forward

What was the purpose of your visit to Ireland?

I wanted to do the training sessions and tastings that we have been doing all over London and Europe and get the message out there about Stolichnaya. I’ve had a fantastic trip to Dublin – we have a great relationship with Irish master mixologist Paul Lambert at Kinara in Ranelagh and with the team at Findlater Wine & Spirits, who are the exclusive distributors of Stolichnaya vodka.

You delivered a Bartender Masterclass at Upstairs @ Kinara in association with Paul Lambert for up to 25 bartenders. What were the key points that you wanted to get across?

This year we are campaigning about our brand being the original. This is based on a lot of key dates in our history when we set trends. For example, we were the first vodka to be delivered to the Tzars of Russia (Stolichnaya means ‘capital’ as in the capital of Russia) and in 1962 we were the first to pioneer and commercially create flavoured vodka.

We were also the first to create a Super Premium Vodka - Stolichnaya Gold - in the 1980s, and in 2003 we created the world’s best vodka – Elit

by Stolichnaya. One of the best things about Stolichnaya is that we have a premium vodka, our flavoured range, our super premium offering, and our ultra luxury vodka. A lot of vodka brands don’t have that range and it was great to get that message 35

across. We finished the masterclass with the cocktails, creating basic cocktails such as Moscow Mules, Bloody Marys and a lemonade cocktail, as well as more sophisticated offerings. We had some very skillful bartenders and some who had never made cocktails before so it was important to show a range. We produced some bespoke cocktails that we had made for events in London (using fresh fruits, egg whites and lemon juices) and we also created a James Bond style martini at the end of the day!

I come from a bartending background and I know that a lot of bartenders don’t like flavoured vodkas.

They believe that they have the skills to create flavoured vodka themselves using fresh ingredients.

But some bartenders don’t realise that flavoured vodka is actually an older category than regular vodka. Back in the 16th century if you visited a Russian nobleman’s house he would offer you a selection of flavoured vodkas and the more of them he had the wealthier he was likely to be. Offering guests flavoured vodkas showed how good he was at distilling and what available fruits were on his farm. I’m very passionate about our flavoured vodka – and our flavours are 100% natural, which is a great selling point. Pepper and honey were the first flavoured vodkas that we produced and you can still find some of them in very exclusive wine stores. We re-released them in 2012 - we called them Stolichnaya Hot and Sticky – to celebrate the fact that we were the first to commercially produce flavoured vodkas 50 years ago.

What are the attributes of Stolichnaya Vodka that make it so distinct from other vodkas?

Stolichnaya is three times distilled using the finest grains and the way it is distilled hasn’t changed. We believe it is very strong compared to other brands in the market. There are no faults in the way we do things and it is a great brand

Does Stolichnaya have any plans to market its vodka to the on trade in Ireland during 2014?

Stoli has a major summer campaign planned for the on trade focused around the Stoli Mule, served in unique branded mugs. A Stoli Mule consists of Stoli Premium vodka, ginger ale and lime - the perfect cocktail for summer.

Supply Line

Relay Spray

Tools for the

Trade

Relay Spray is a new antibacterial spray which has been specifically designed for the re-laying of table tops. Specially formulated to avoid damaging polished and lacquerbased table tops as much as possible, there’s no unpleasant smell which could linger. Supplied in 1L bottles, it comes ready to use and no dilution is necessary. Relay Spray is an all-purpose disinfectant with antibacterial qualities that has no harmful chemicals and is suitable for all service areas.

To order, visit www.relayspray.com.

Essential Product Knowledge

Simon Jersey Shirts

Donatello Oven The Donatello pizza oven is the latest offering from Italian brand Cuppone and it has been specially designed for pubs, restaurants and takeaways. The oven comes in four deck sizes which can be stacked to save space. The oven also features a new heat generation system, speeding up heating and recovery times when opening and closing the door, making it ideal for busy kitchens. “Cooking pizza in just three to six minutes, this model is ideal for any gastro pub, restaurant or takeaway wanting to deliver authentic tasting pizzas to their customers quickly, without compromising on flavour and quality,” says Linda Lewis, Managing Director of UK-based Linda Lewis Kitchens. “The pizza industry is now worth £1.85bn and by 2016 it is expected to have grown by a further 22%. Hence, it is vital that any establishment wanting to improve their pizza offering invests in equipment that can accommodate such growth in demand.”

For more information, visit www.cuppone.com.

Riedel Glass Glassware company Riedel has partnered with soft drinks giant Coca-Cola to produce their first functional glass developed outside of wine, beer and spirits. Developed alongside a taste panel with intimate knowledge of Coca-Cola flavours, the resulting glass was determined to deliver the ‘optimal Coca-Cola taste experience’. The glass was inspired by the original Coca-Cola contour bottle, patented almost a century ago in 1915. “Riedel is thrilled to be given the opportunity to develop a glass for one of the world’s most valued brands and to provide consumers with a glass that delivers the optimal Coca-Cola experience,” says Georg Riedel.

Visit www.riedel.com for further details.

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Workwear brand Simon Jersey recently added a new range of front-of-house shirts to their line up. The long sleeve shirt, available in black or white, comes in a variety of sizes and is made from 60% cotton and 35% polyester. A slim fit shirt, the new design is aimed at businesses that want their front-of-house personnel to incorporate more modern trends, such as a semi cutaway collar, yet retain a professional appearance.

The shirt costs £21.59.

To purchase, visit www.simonjersey.com.

Giorik Oven Designed for kitchens where making the best of the space available is of the essence, the slimline Giorik oven is just 520mm wide. Innovative features of this compact and efficient oven include speedy heating and recovery times, a programmable control panel, reduced energy consumption, and advanced humidity controls. The Kompatto oven is available in three varieties: touch screen with a boiler, touch screen with instant steam generation, and programmable with instant steam generation.

For more information visit www.giorik.com. The Mulcahy Group have been the exclusive agents in Ireland for top end catering equipment manufacturer Giorik for the last five years. If you have any queries about Giorik or would like to discuss your catering requirements, you can contact Mulcahys on (01) 450 4755.

Find a pint in Dublin

Publin Publin is Dublin’s best pub price comparison and deal listing website. On this site you’ll find an expanding directory of well over 100 pubs complete with a description, a photo, location, a price list for the most popular drinks, and any drinks specials they may be running on any given night of the week.

Our recently launched Publin app is a free pub and price guide for Dublin city centre and some suburban pubs. With over 5,500 downloads so far, the app has been greeted with enormous praise from both customers and the media.

The app helps users find their new favourite bar by giving them all the information they need to plan their night out. The app lists details such as prices, drinks deals, opening hours, facilities listings, photos, and a description made by the pub.

Users can easily find pubs with beer gardens, fire places, gluten free beer, food, wifi, and many more categories.

Publin will be expanding the apps to include events such as gigs, pub quizzes, karaoke, comedy, and a whole host of other entertainment that pubs have to offer.

We will also be developing the app to give pubs the opportunity to offer exclusive deals to the Publin readership to get them in the door.

Publin is here to help the pub industry get people back into their pubs and to promote just how fun and social a night out in a Dublin pub can be!

www.publin.ie

For more info please visit

At J&C Kenny, we offer a complete solution to both the on and off trade in Ireland with a comprehensive selection of branded spirits, beers, waters and juices.

In addition, we provide an exclusive wine portfolio from the best vineyards around the world which are specifically chosen for their quality.

Tel: 091 794308 • Fax: 091 794737 • www.jckenny.ie Unit 9, Oranmore Business Park, Oranmore, Galway