Bar July 2025

Image courtesy of The Little Violet Door

JULY 2025

As summer rolls in, bringing longer days and warmer nights, there’s no better time to raise a glass and celebrate the vibrant evolution happening in the world of beer and bar culture. This July, we’re diving deep into one of the most dynamic and expanding categories in the beverage industry: beer. From innovative craft brews to bold new flavour profiles, beer brands are evolving rapidly to meet changing tastes, emerging trends and the growing expectations of today’s consumers. Whether you want to refresh your venue’s beer offerings or simply discover the latest innovations within the category, this in-depth feature will shed light on the creative forces shaping the future of beer.

In addition, this month, our spotlight feature explores the rising popularity of aperitifs and digestifs – those elegant pre- and post-meal drinks that are making a remarkable comeback. As guests increasingly seek to elevate their dining experiences, these traditional beverages offer a perfect balance of ritual and flavour. From timehonoured classics to inventive modern twists, we uncover the trends fuelling this renewed enthusiasm, and how bars are embracing these sophisticated sips.

But it’s not just about what’s in the glass. We’re also shining a spotlight on a movement that’s redefining how bars operate — sustainability. Forward-thinking venues and eco-forward brands are leading the charge in environmental responsibility, proving that going green is not only an ethical choice, but a commercially smart one. From zero-waste cocktail menus to sustainable sourcing and energy-efficient venues, these industry leaders aren’t just riding the green wave –they’re shaping it. The piece will highlight specific examples of bars, pubs, tech companies and drinks brands taking measurable strides, showing that sustainability isn’t just good ethics – it’s good business.

In addition to these insightful features, you’ll also discover our regular pieces, such as: Venue of the Month, Hospitality Around the World, New Creations and Hospitality Heroes. Also, be sure to visit our Bar Magazine Awards pages, where you can find everything you need to know about the 2026 awards – applications are now open!

We hope this issue inspires you to see your bar experience in a new light—whether you’re behind the bar or enjoying a drink on the other side.

Cheers!

ELEASHA PRITCHARD, EDITOR-IN-CHIEF

EDITOR-IN-CHIEF

Eleasha Pritchard

ep@cimltd.co.uk

PUBLICATION MANAGER

Manjeet Griffiths

manjeet@cimltd.co.uk Tel 01795 509109

HEAD OF BUSINESS DEVELOPMENT

Jazmine Davis

jazmine@cimltd.co.uk

ADMINISTRATION MANAGER

Natalie Woollin

admin@cimltd.co.uk Tel 01795 509103

CREDIT FACILITIES MANAGER

Gwen Lee

creditcontrol@cimltd.co.uk Tel 01795 509103

MARKETING MANAGER

Lucas Payne lucas@cimltd.co.uk

12 HOSPITALITY HEROES

We sit down with Luke White, Managing Director of Damm UK, who tells us about his journey within hospitality so far.

15 BAR MAGAZINE AWARDS

Meet the distinguished judging panel for the 2026 Bar Magazine Awards and the first of our official partners for this prestigious occasion.

33 BEER

We dive into the latest category trends and innovations, sharing expert tips on how venues can perfect their pour this summer.

58 NEW CREATIONS

We spotlight one of Amazónico London’s newest serves – Tigre.

63 SUSTAINABILITY

We explore the game-changing innovations shaping the industry.

80 VENUE OF THE MONTH

Vijay Sanas, General Manager of Shanghai Bar and its sister restaurant, Hutong, tells us more about the venue that blends creative cocktails, iconic dishes, and a vibrant, unforgettable setting.

83 A SPOTLIGHT ON: APERITIFS & DIGESTIFS

We take a closer look at the growing category of pre- and post-dinner drinks, highlighting its increasing popularity and the new opportunities it brings to the beverage world.

88 HOSPITALITY AROUND THE WORLD

La Petite Maison’s new Déjà Vu menu, crafted by Tibor Krascsenics, brings an innovative and inclusive cocktail experience to Dubai, blending memory and mixology with a touch of French Riviera glamour.

SOCIAL MEDIA MANAGER

Lily Lawson socials@cimltd.co.uk

DESIGN & PRODUCTION

James Taylor

Grant Waters

SALES DIRECTOR

Tom Woollin

CHIEF EXECUTIVE

John Denning

BRANDEE APP LAUNCHES, REVOLUTIONISING BRAND TRAINING FOR FOOD AND DRINK TEAMS

Brandee is a new mobile training and rewards platform that helps drinks brands connect with the people who sell their products. Staff, from bartenders to waiting staff, take quick quizzes on their phones about the products they serve, earning real rewards while actually remembering what makes each one special.

Brandee was born out of a shared feeling of pain experienced by its co-founders, Becky and James. James, who had previously worked with brands like Coors, Rekorderlig, and Big Drop, worked hard to secure national listings, but then came the real challenge – how do you train 2,000 staff across 200 venues? It just wasn’t doable. Becky, with a background in management at operators like Patty & Bun and Rose Pubs, faced her own struggle. Tight wage budgets and packed schedules made it nearly impossible to pull staff off the floor for training days. That’s when the lightbulb moment hit: staff wanted to learn, brands wanted to train, but the system was broken. That’s how Brandee was born.

Brandee is now live following a successful pilot across four Lane7 venues, a national operator known for their high-footfall, and experience-led spaces, Lane7 venues saw over 900 brand quizzes completed by staff in just seven days. The early results are fantastic and show how digital training can slot naturally into service life and drive real engagement.

Well-known drinks brands including Absolut, Beefeater,

BIG CHARACTER, LOW

ABV:

CHOUFFE

SESSION BRINGS ADVENTURE TO THE TAP LINE-UP

Chouffe – the cheeky Belgian beer brewed in the heart of the Ardennes – has unveiled a bold new look across its portfolio, just in time for summer.

At the centre of the refresh is Chouffe Session, a 4% Belgian blond draught beer that’s light, crisp and subtly spiced –ideal for drinkers seeking full flavour without the high ABV. The rebrand features brighter colours, layered landscapes and a more expressive Marcel (the brand’s iconic gnome), designed to stand tall on the bar and draw attention in a busy pub setting. With world beers now accounting for nearly a third of the UK market, Chouffe’s characterful and approachable line-up – from classic blondes to fruit infusions and a 0.4% alcohol-free bottle – offers venues a chance to diversify and stand out.

Jägermeister, Southern Comfort, Jameson, Beavertown, and Everleaf joined the initial trial. The platform gives these brands a smarter way to build product knowledge and visibility inside venues without needing to rely on in-person visits.

TEQUILA PANCHO DATOS WINS GOLD OUTSTANDING AT THE 2025 IWSC AWARDS

Pancho Datos is proud to announce that their Reposado tequila has been awarded a coveted Gold Outstanding medal at the 2025 International Wine and Spirits Competition (IWSC), scoring an impressive 98 points, one of the highest possible accolades in the world of spirits.

The IWSC is the world’s largest and arguably most influential spirits awards, with over 50 years of experience and with a host of world-renowned judges. To have achieved a Gold Outstanding medal places Pancho Datos among the top tier of tequila producers globally, recognising their exceptional liquid quality, one with outstanding balance, complexity and power. An example that immediately sets itself apart from others in the category.

Inspired by the legend of Pancho Datos – a rebel, a poet, a visionary – the tequila pays homage to the spirit of resistance and the power of storytelling in a time of authoritarian rule, a narrative taken from Mexican folklore and one that celebrates Espíritus Liberados.

Crafted from 100% Blue Weber agave grown to maturity in the lowland valleys in El Arenal Jalisco, this mineral-rich terroir results in bold tequilas with a distinctive savoury profile, balancing freshness with depth. Their Reposado expression has been rested in ex-bourbon American oak barrels for ten months, resulting in

balance, depth and complexity – all qualities that stood out to the IWSC judges, who noted: “The nose is a captivating blend of herbal and grassy tones. On the complex palate vibrant fruit emerges, supported by a robust herbaceous backbone, while subtle wood adds depth to the outstanding finish.”

The award-winning Pancho Datos Reposado is available to buy direct from their website for £50 for 70cl, as well as through popular retailers such as Master of Malt and Threshers.

ASAHI UK UNVEILS TRADE SUPPORT FOR PUBS AND BARS TO MAXIMISE WOMEN’S RUGBY WORLD CUP 2025 OPPORTUNITY

Asahi Super Dry, Japan’s number one lager, is helping pubs & bars maximise sales from high value rugby fans with a £2m campaign to support its status as official beer of the Women’s Rugby World Cup 2025.

The campaign will include high-level media advertising and influencer marketing, backed by tournament ambassador Ellie Kildunne, as well as expansive physical and digital on-trade support.

Pub and bars will receive Women’s Rugby World Cup 2025 visibility kits, including font hangers, coasters and staff uniform, as well as media and social assets, as part of it’s Rugby Like Never Before campaign to help increase exposure to Women’s sport.

Asahi Super Dry is teaming up once again with the Fanzo app to help fans find local venues showing the Women’s Rugby World Cup 2025. Pubs and bars that stock Asahi Super Dry and plan to screen the tournament can get listed by contacting their account manager.

While in venue, the brand is building on the excitement by giving fans the chance to win tickets to Women’s Rugby World Cup 2025 matches and branded prizes, such as hats, cool boxes, and midi rugby balls, with an on-glassware promotion running until September.

Customers can scan QR codes found on Asahi Super Dry glassware with their mobiles to play a game and instantly win prizes. The promotion is also rolling out on all Asahi Super Dry and Asahi Super Dry 0.0% bottles and cans.

CHAMPIONING INCLUSION IN HOSPITALITY

Be Inclusive Hospitality is delighted to announce that nominations for the BIH Spotlight Awards 2025 are now open. Returning for a fourth year, the awards proudly welcome OpenTable as headline sponsor for the first time.

These awards are designed to recognise and celebrate the exceptional achievements of individuals and businesses from Black, Asian, and ethnic minority backgrounds working within the hospitality, food, and drink sectors.

The prestigious awards will be held at Quaglino’s, London and are set to attract diverse hospitality professionals, brands and employers, encouraging recognition and celebration of a truly diverse workforce.

As in previous years, there will be a total of 15 award categories. All winners will be announced at the awards ceremony on Monday 13 October 2025.

Returning sponsors include Decanter, Caterer.com and Moët Hennessy UK.

Nominations are open now, providing an opportunity to amplify the visibility of individuals and businesses across the UK who truly deserve recognition.

Lorraine Copes, founder of Be Inclusive Hospitality, says, ‘It is an honour to bring the BIH Spotlight Awards back for a fourth year. Recognition matters, and these awards exist to shine a light on the incredible talent and achievements within our industry’s ethnically diverse communities. Visibility is powerful, and by celebrating these role models, we not only acknowledge their excellence but also inspire the next generation to see what’s possible.’

“Being the headline sponsor of this year’s BIH Spotlight Awards is a very proud moment for OpenTable. This event shines a well-deserved light on the extraordinary talent and impact of hospitality professionals across the UK,” says Sasha Shaker, UK and Ireland’s Senior Director at OpenTable. “We’ve been working with Be Inclusive Hospitality for a few years now and our ongoing partnership reflects our shared commitment to advancing inclusivity and representation in the industry, while empowering restaurateurs to thrive.”

Employers and employees are encouraged to actively participate in the awards process by submitting nominations across all categories. Self-nominations are also welcome.

The expert judging panel, which is a long list of esteemed hospitality leaders, will evaluate the submissions and determine the shortlist and ultimate winners. Judges include Chef & Author,

THE AWARD CATEGORIES FOR THE 2025 BIH SPOTLIGHT AWARDS ARE AS FOLLOWS:

INDIVIDUAL:

Chef of the Year

Rising star Writer of the Year Wine Professional of the Year Beverage Innovator of the Year Head Office Impact

CUISINE: African Food Caribbean Food East and Southeast Asian Food South Asian Food Middle Eastern Food

BUSINESS: Bar/Pub of the Year Brand of the Year

The two People’s Choice Awards will be decided based on the highest number of votes received for an individual and a restaurant, respectively, following a shortlist selected by the judges.

PEOPLE’S CHOICE:

The People’s Choice Person of the Year

The People’s Choice Restaurant of the Year

Shelina Permalloo, TV & Radio Presenter and Landlady Jaega Wise, Founder and Director of Peach2020, Peter Martin, and Owner of Happy Endings London LDN, Terri Mercieca

Nomination submissions will close at 23:59pm on Friday 18th July 2025, and the finalists will be published in the week commencing Monday 18th August 2025.

The winners will be announced at the live ceremony on Monday 13th October 2025, at Quaglino’s, London.

Nominations can be submitted at bihospitality.co.uk/nominate.

LUKE WHITE

WITH OVER TWO DECADES OF EXPERIENCE IN PUBS, MARKETING AND LEADERSHIP ROLES, LUKE WHITE HAS RISEN THROUGH THE RANKS TO BECOME MANAGING DIRECTOR OF DAMM UK. NOW LEADING THE CHARGE FOR ESTRELLA DAMM AND AN AMBITIOUS PORTFOLIO EXPANSION, HE SHARES INSIGHTS INTO HIS JOURNEY, HIS PASSION FOR BEER CULTURE AND WHAT’S NEXT FOR THE BRAND IN THE UK MARKET.

LUKE, PLEASE TELL US WHERE YOUR CAREER IN HOSPITALITY BEGAN.

I started my hospitality career 21 years ago in my hometown of Bideford, Devon, working in pubs and nightclubs. At 18, I started pulling pints, then transitioned into security due to my rapport with customers. After nearly 10 years as a doorman, I worked in tourism marketing, agency marketing and sports apparel sales at Kooga Rugby.

Eventually, I returned to the pub scene when ABI needed a field sales rep for Leeds, York and Sheffield, marking the start of a 10 year-year journey with the company. My experience in local bars, and relations with pub owners helped me to excel, eventually leading to a role in London as a field sales manager. There, I discovered my passion for leading teams, and later transitioned into a National Account Manager role looking after Marston’s.

Over the next few years, I built strong business relationships and handled projects during the pandemic, which helped to advance my career. This led to a senior leadership role in ABI’s commercial team, where I focused on strategy, business cycle and transformation. In the last year, I was given the opportunity to lead Damm UK business, driving its next phase of transformation.

AS THE MANAGING DIRECTOR AT DAMM UK, WHAT DOES YOUR ROLE ENTAIL, AND WHAT DO YOU ENJOY MOST ABOUT WORKING FOR THE BRAND?

Essentially, my role is to oversee and direct the day-to-day operations of the Damm UK business, whilst developing and implementing our UK organic and inorganic strategies to achieve our growth ambitions, so that our brands are in the hands of as many consumers as possible, ultimately delivering our financial KPIs for our board. There are three elements that make me love what I do. Firstly, the portfolio: Estrella Damm is one of the original super premium beers. If you got back to pre COVID times, and the extended brands that we have added in the last 12-18 months, which were relatively unknown, all continue that super premium trend. Next, the people: I am very much a people focussed leader and to make big changes in a company can sometimes be difficult for some, but, in the short time I have been here, it’s clear we have a strong team who have all bought into the transformation. Lastly, the opportunity: we are doing something no one else is doing in the UK industry in terms of buying a brewery and investing significantly in infrastructure, to make us a meaningful part of the market. The feedback we have been receiving makes it clear that this is a huge opportunity for us, especially in terms of our position as a premium beverage company.

WHAT DO YOU LOVE MOST ABOUT THE HOSPITALITY INDUSTRY, SPECIFICALLY THE BEER SECTOR?

The British beer and pub culture is knitted into the very fabric and DNA of the UK, so it’s very easy to be biased but when you look at the sector and how it started. We need to remember that churches and pubs were the central hubs of the community

hundreds of years ago. That still stands today, especially with beer, which is a social glue that nurtures connections between people. Looking back at the 20 years I’ve had in the industry so far, some of my greatest memories and friendships have been fostered in this sector.

WHAT HAS BEEN AN IMPORTANT LESSON YOU HAVE LEARNT WITHIN YOUR CAREER?

Every role, interaction, mistake and success has been a part of my growth. Each experience has contributed to where I am today. But, ultimately, don’t be afraid to fail, that isn’t what defines you; it’s how you regroup, replan, and overcome it next time which is important, and the best way to overcome it is making sure you build a solid team around you! Fail fast, learn faster!

WHAT WORDS OF ADVICE DO YOU HAVE FOR FELLOW HOSPITALITY PROFESSIONALS; IS THERE ANYTHING YOU WISH SOMEONE TOLD YOU AT THE BEGINNING OF YOUR JOURNEY?

My advice for fellow hospitality professionals would be to stay true to your core strengths while remaining adaptable. Focus on building a strong brand identity and understanding your target audience. Being agile in response to market shifts is also crucial. While quality is always key, it is equally important to build meaningful relationships with your customers, which can be achieved by offering them the best possible experiences. Additionally, don’t overlook the wealth of data available to you –every brewer will have access to countless amounts of category and consumer data that can help you tailor your offerings to meet the needs of your audience.

I would advise anyone starting out their journey to remain curious, be open to learning and never be afraid to take on new challenges. Also, seek out mentors, build your network and be willing to get your hands dirty. Success in this industry often comes from a combination of passion and a relentless drive to improve. There will be times where you may fail, but learn from those experiences and overcome it for the future.

WHAT’S

NEXT FOR DAMM UK; IS THERE ANY EXCITING NEWS OR ANY INSIGHTS YOU

CAN SHARE WITH US?

Damm UK is focused on growing Estrella Damm’s presence, alongside expanding our portfolio to new heights in the UK market. We aim to double Estrella Damm’s size over the next few years, further solidifying its position as a leading Spanish premium beer. We’ll also be expanding production at the Eagle Brewery, which will increase our total output to nearly 2 million hectolitres across beer and soft drinks.

We’re also capitalising on the growing demand for premium Spanish beers, with a strong emphasis on both the on-trade and gastro food sectors. As the UK remains our largest market outside of Spain, we are dedicated to establishing Estrella Damm as the go-to super premium Spanish lager in the market. 0.0% is also a big focus; given that Spain is one of the most advanced markets in the world for this, we are utilising this as a strength to drive growth in the UK.

Every role, interaction, mistake and success has been a part of my growth.

BAR MAGAZINE AWARDS

BAR MAGAZINE AWARDS – OUR JUDGES

THE POWER PANEL

WE ARE PROUD TO UNVEIL THE DISTINGUISHED PANEL OF JUDGES FOR THE BAR MAGAZINE AWARDS 2026. THIS YEAR’S LINEUP FEATURES AN EXTRAORDINARY MIX OF WORLD-RENOWNED BARTENDERS, CELEBRATED INDUSTRY LEADERS AND INFLUENTIAL VOICES WHO CONTINUE TO SHAPE AND ELEVATE THE HOSPITALITY SCENE.

Amy Searle - Cirkle, Managing Director

Lorraine Copes - Be Inclusive Hospitality, Founder & CEO

Jo Last - Diageo, Luxury Advocacy Manager

Frankie Mercieca - Mercieca, Associate Director

Dom Taylor - Award Winning Chef

Mia Kumari - Suntory Global Spirits, Key Account Manager & Bartender

Anna Sebastian - Celebrate Her, Founder

Chris Welham - Licensed Trade Charity, CEO

Peter Dorelli - Renowned Bartender

Claudia Carrozzi - UK Bartenders Guild, President

Nicola Burston - The Drinks Trust, CEO

Richard Wynne - Callooh Callay, Managing Director & CEO

ECOSCENT

WE’RE THRILLED TO WELCOME ECOSCENT BACK AS AN OFFICIAL SPONSOR OF THE 2026 BAR MAGAZINE AWARDS, MARKING THE SECOND YEAR OF OUR VALUED PARTNERSHIP. IN THE FEATURE BELOW, THE ECOSCENT TEAM SHARES INSIGHTS INTO THEIR ROLE IN THE INDUSTRY, HIGHLIGHTING THE POWER OF COLLABORATION AND HOW THE BMAS REFLECT THEIR CORE VALUES.

Eco-Scent is a company dedicated to enhancing customer experiences through the power of scent. We provide high-quality, eco-friendly scent marketing solutions, designed to elevate brand environments and engage the senses. Within the hospitality sector, we strive to create immersive atmospheres that not only resonate with guests, but also leave a lasting impression. Our goal is to help hotels, restaurants, and other hospitality businesses establish a unique olfactory identity, fostering positive memories and customer loyalty. We believe that scent plays a crucial role in customer perception, and our mission is to help businesses use this to their advantage in the most sustainable and responsible way.

Supporting industry events is a vital part of Eco-Scent’s philosophy. By participating in and sponsoring these events, we can engage directly with hospitality professionals, exchange ideas, and stay updated on emerging trends. It provides us with a platform to showcase the value that scent marketing can bring to the hospitality industry—how the right scent can transform an ordinary stay into an unforgettable experience. Moreover, our presence at these gatherings helps us contribute to shaping the future of the industry, by driving conversations about the importance of atmosphere, customer experience, and the role scent can play in achieving those goals.

Industry events also provide an opportunity to foster relationships with industry leaders and decision-makers. These gatherings are more than just networking opportunities, they are spaces where innovative concepts are introduced, debated and developed. By supporting these events, we actively engage in these discussions, helping to inspire others to consider how scent marketing can enhance guest experiences. Our support signifies our commitment to the growth and betterment of the industry, reinforcing our dedication to sustainability and excellence in hospitality.

Awards ceremonies have a significant influence on the future of the hospitality sector. They serve as an acknowledgment of excellence and innovation, setting benchmarks that drive the entire industry forward. By celebrating the achievements of those who go above and beyond, these events inspire others to push the boundaries of what is possible. They foster a culture of healthy competition and encourage businesses to innovate in order to stand out.

In addition, awards ceremonies highlight the importance of creating exceptional guest experiences—something EcoScent deeply believes in. As hotels and restaurants are recognised for offering distinctive and memorable experiences, others in the industry are motivated to improve their offerings. These ceremonies also bring focus to key trends, such as sustainability,

Our goal is to help hotels, restaurants, and other hospitality businesses establish a unique olfactory identity.

personalization, and technology integration, encouraging the industry to evolve in response to changing guest expectations. By recognizing and celebrating advancements in these areas, awards ceremonies play a vital role in shaping the future direction of the hospitality sector, ultimately benefiting guests, businesses and the environment.

ecoscent.co.uk

MATTHEW CLARK

WE ARE THRILLED TO WELCOME MATTHEW CLARK AS A PROUD SPONSOR OF THE BAR MAGAZINE AWARDS 2026. THE TEAM BEHIND THIS EXCEPTIONAL DRINKS PORTFOLIO SHARES INSIGHTS INTO THEIR INDUSTRY ROLE, EXPLAINING WHY SUPPORTING THE BEST HOSPITALITY GROUP AWARD WAS AN EASY AND NATURAL CHOICE FOR THE BRAND.

We offer an industry leading drinks range across all categories, with an unrivalled selection of owned, agency and third-party drinks brands. From 1,400 carefully selected wines and a diverse range of spirits – spanning quality house pours to the most premium labels – to craft beers, ales, ciders and an extensive soft drinks offering, we provide the choice to meet any venue’s needs.

You’ll find great value all year round, at every price point. And we’re never far away, through our local depot network. Beyond just drinks supply, we’ll help you stay ahead of the curve, with our unparalleled market insights which help us offer you the right range for your customers.

Matthew Clark is proud to be the headline sponsor of the Best Hospitality Group category. Hospitality groups are a vital part

of the industry – they bring innovation and consistency, while also celebrating individuality across their venues. The very best groups cultivate a strong internal culture and act as role models for others. They also offer extraordinary drinking occasions that delight customers and bring excitement and energy to the hospitality industry.

The BMAs are one of the most respected and influential awards in UK hospitality. The team’s energy, creativity, and forward-thinking approach make it a standout event, and one we were excited to be part of. Hospitality is at the heart of what we do at Matthew Clark – it’s embedded in our DNA. Supporting the BMAs is our way of celebrating the talent, innovation and dedication that define this brilliant industry.

matthewclark.co.uk

Hospitality is at the heart of what we do at Matthew Clark – it’s embedded in our DNA.

THAT’S MAGNERTISM

PHOEBE SMALL, HEAD OF BRAND AT MAGNERS, SHARES INSIGHTS ON THE BRAND’S BOLD NEW MARKETING INVESTMENT, THE LATEST CIDER TRENDS FOR 2025, AND HOW OUTLETS CAN CAPITALISE ON THE GROWING CIDER CATEGORY THIS SUMMER AND BEYOND.

WHY WAS NOW THE RIGHT TIME TO LAUNCH THE BIGGEST MARKETING INVESTMENT IN A DECADE FOR MAGNERS?

It’s an exciting time for Magners as from the 1st of January this year (2025) we took back distribution of our cider brands in the UK from BBG. With greater control of distribution and with demand for apple cider continuing, we wanted to build on our iconic apple cider brand and bring fizz to the category.

Magners first revolutionised the category back in 2006 with its over-ice serve and today it still commands strong brand awareness (83%) and is the no.1 on trade packaged apple cider brand in GB1. However, the cider category is busy and there is also lots of choice across wider BWS which means investing in our brands remains a core priority. We are committed to ensuring we continue to capture the attention of drinkers.

Summer is a key time for socialising and Magners wants to be

at the centre of these occasions. Our integrated campaign, called ‘Magnertism’ marks the biggest investment into the brand in over a decade and is now live across TV, VOD, OOH, digital and social media with investment focussed across the summer months.

The brand will also be activated in the on and off trade throughout the year. This includes plans to engage 2000 on trade accounts in England, Wales, Scotland, and Northern Ireland this month with a scan-to-win mechanic offering consumers the chance to win a trip to New York, amongst hundreds of other travel prizes.

As part of the investment, Magners has also undergone a full packaging refresh across all its formats and brand touch points. The new modern design incorporates Magners iconic yellow, gold and green colour palette and features, ensuring the much-loved brand is still easily recognisable amongst consumers.

WHAT ARE THE KEY CIDER MARKET TRENDS YOU’RE SEEING IN 2025, AND HOW IS MAGNERS POSITIONED TO TAKE ADVANTAGE OF THEM?

Apple cider, particularly draught, continues to dominate with it accounting for 77% volume in GB2. This is set to continue as we come into the summer months with consumers often favouring long serves as refreshment becomes more of a motivator. As an iconic apple cider brand with great awareness, Magners is well placed on the bar and offers a refreshing pint of apple cider that delivers on quality, taste and value which many consumers are looking for when thinking about what to order. While premiumisation is growing, economic pressures are still affecting consumers’ purchasing decisions with many favouring brands they know and trust, so we anticipate Magners remaining a popular choice for many.

Another key trend that isn’t slowing down is moderation. More and more consumers want no and low alcohol options which Magners can deliver on with its Magners 0.0% offering. This zero percent cider offers the same refreshing, great taste as the original Magners cider just without the alcohol and is helping to meet the needs of consumers who want the great taste of a trusted cider brand just without the alcohol.

HOW CAN OUTLETS BOOST CIDER SALES THIS SUMMER AND BEYOND?

With cider now the third favourite alcoholic drink of GB consumers3 (behind lager and red wine) and a key summer staple, it’s important that outlets look at their range and ensure they are stocking a mix that caters for consumers different tastes and budgets as well as in the format that consumers want – helping drive sales.

Stocking a well-known premium mainstream quality cider like Magners, that is easily recognisable on the bar, is a great place to start and can help lead to increased sales. Alongside Magners, should be a premium or crafted apple option as consumers look to trade up. Stocking a couple of options in different formats will also help operators deliver for different occasions and brands like Orchard Pig from our wider portfolio fit the bill perfectly.

Fruit ciders might be on the decline with apple taking share, but they are still a good option particularly as we come into warmer weather and should have a place in the fridge. And of course, there’s no and low options to consider. Stocking premium

mainstream quality brands that consumers know and trust is a great way of ensuring consumers will have the confidence to give them a try when seeking a non-alcoholic alternative.

Ensuring people are aware of your offering through visibility on the bar and in venue will help boost sales. This could be amplified through use of drinks menus, through POS materials and tapping into branded activations such as in-outlet competitions to help drive rate of sale. It is worth working with your account manager to understand what is possible. The creation of ‘cider gardens’ can also be a fun way to promote the season and the category.

Cider based cocktails are another great way to encourage people to opt for a cider and are becoming popular all year round with winter serves such as mulled ciders a favourite on menus at Christmas time.

WHAT ARE THE LONG-TERM GOALS FOR MAGNERS BEYOND THIS SUMMER CAMPAIGN?

Our investment into the Magnertism campaign demonstrates our commitment to the brand and the category over the coming months and years. Magners has strong awareness with consumers and a goal of ours is to encourage more drinkers to consider and purchase Magners when at the bar or at the shops.

We’re focussing, through our activity, on connecting at an emotional level with consumers across various touch points with a strong focus on digital platforms. This will allow us to engage with not only those that are familiar with the brand but with new consumers too. We’re also working hard to ensure we’re showing up in the right places with the right formats as well as focussing on developing an exciting innovation pipeline to futureproof the brand by ensuring we recruit new consumers.

We’ve worked with many of our customers for years and will continue to support them with premium POS materials to drive awareness of the brand. Additional in-outlet activations will incentivise consumers to purchase Magners and therefore drive rate of sale and revenue for our valued customers.

magners.co.uk

1 CGA Outlets, 52 w/e 07.09.24

2 CGA OPM, 52 w/e 22.02.25

3 YouGov Profiles+ Great Britain 52wks to 27/10/2024, Nat Rep n=38148, Males 18-24 n=524, Females 25-39 n=4869

THE PERFECT SUMMER CIDER

MICHAEL MCADAM,

BRAND

MANAGER,

SHARES THE STORY BEHIND ORCHARD PIG, A PREMIUM SOMERSET CIDER WITH A BALANCED, BITTERSWEET TASTE PERFECT FOR PUBS AND BARS THIS SUMMER.

WHAT’S THE STORY BEHIND ORCHARD PIG –HOW DID IT ALL START?

Founded in 2004, Orchard Pig is a premium apple cider rooted in Somerset. It all started in a shed surrounded by the best West Country apple trees and free roaming, rare, greedy Gloucester Old Spot pigs, also known as ‘orchard pigs’ for their ability to keep orchards tidy. Made using more apples, Orchard Pig has a balanced bittersweet taste with less bubbles making it a great accompaniment to food.

Orchard Pig is part of C&C’s cider portfolio which also includes Magners and Outcider, Northern Ireland’s second biggest cider brand in the on trade1

CAN YOU WALK US THROUGH THE CURRENT RANGE OF ORCHARD PIG PRODUCTS AVAILABLE FOR PUBS AND BARS?

Orchard Pig Reveller, a crisp, light cider with zesty notes and an ABV of 4.5% is currently available on draught to outlets throughout GB.

WHAT MAKES ORCHARD PIG A GOOD FIT FOR PUBS AND BARS?

Apple cider, particularly draught, is continuing to dominate with draught accounting for 77% volume in GB2. This coupled with growing demand for premium and crafted apple ciders makes Orchard Pig an ideal serve to have on the bar. The brand’s versatility also makes it an appealing option for outlets, particularly those that serve food. Its balanced taste and less bubbles pair perfectly with a variety of dishes, allowing venues to play into more occasions, particularly during the summer months where socialising tends to be higher. With a playful persona, Orchard Pig provides a fun alternative to the usual premium cider offering and appeals to consumers aged between 25-45 who we know love cider, so it’s a great fit especially in the summer months when cider is often the first drink of choice.

HOW DO YOU HELP PUBS AND BARS DRIVE SALES AND VISIBILITY FOR YOUR PRODUCTS?

Our sales teams work closely with venues helping them get the most from stocking Orchard Pig, this covers everything from ensuring venues are aware how Orchard Pig cider can complement other occasions such as food to POS kits that maximise visibility in-venue. We’ll also be launching our ‘Discovery Awaits’ on trade activation from August, where consumers can win hundreds of prizes including two

opportunities to win two nights luxury off-grid accommodation up for grabs. We’re also helping venues support footfall during quieter times by gifting complimentary pints with meals, allowing customers the chance to try something new for free. This is available to current and potential stockists.

orchardpig.co.uk

MY WSET JOURNEY

HOW ONE DAY WITH WSET CHANGED THE WAY I SEE (AND SIP) WINE, BY ELEASHA PRITCHARD.

I’ve always liked wine. But, if I’m honest, I’ve never really understood why I liked certain wines more than others – or how to explain it beyond, “this one tastes nice.”

So, when the opportunity came up to take the WSET Level 1 Award in Wines, I jumped at it. The course is designed for people who are new to formal wine study, and it promised to give a solid foundation: understanding the main styles of wine, learning how to taste and describe them properly, and even mastering the basics of food and wine pairing.

As the Editor of Bar Magazine, I realised it was also the perfect way to get a clearer view of what WSET can offer our industry –particularly for bartenders, bar managers and owners who want to boost both staff confidence and take their venues to that next step.

FIRST IMPRESSIONS

The course ran over a single day, a quick walk away from London Bridge Station, with a small group of fellow wine-curious people – some from hospitality, others just passionate drinkers. Leading the day was Shane Jones, who, within minutes of starting, proved himself the ideal educator: passionate, energetic and in tune with how to make wine education engaging and fun.

Right at the start, Shane gave us a gentle warning: “As we go on, you’ll want to ask Level 2 or Level 3 questions—resist the urge and focus on the foundations.” He was right; the more I learnt, the more I wanted to learn.

TASTING WINE WITH A NEW LENS

One of the most useful parts of the course was learning to

taste wine using WSET’s Systematic Approach to Tasting (SAT) – essentially, a method used to describe wine in a structured, consistent or ‘proper’ way. No more vague “fruity” guesses or calling every red “full-bodied.” We talked about colour, nose, palate, sweetness, acidity, tannin and more. It was a bit like learning a new language – but one that makes a lot of sense once you get into it. I felt myself thinking almost ‘manually’, focusing on each component Shane suggested, one at a time.

Over the day, we tasted around ten wines. Some were instantly familiar, others completely new. Wines I’d usually pass over suddenly stood out when I understood why they tasted the way they did – climate, grape variety, production techniques and more. The framework enabled me to join the dots and make my own, informed opinions.

What I really appreciated was how this kind of tasting training translates directly to the bar. Being able to describe a wine clearly, confidently, and without jargon is such a valuable skill, whether you’re helping a guest choose a glass or training a junior member of your team.

FOOD & WINE PAIRING

The food and wine pairing section in the afternoon was another eye-opener. We looked at classic pairings, of course, but also explored the logic behind them – how acidity, sweetness, tannin, and flavour intensity all play a role. Shane introduced us to a brilliant little acronym – SAFE – which stands for Salty, Acidity, Fatty, Enjoyable. Essentially, these are the food traits that make pairing with wine simpler and more forgiving.

For those running venues where food is even a small part of the offering, food and wine knowledge is gold. It helps when

creating pairings, of course, but also when coaching staff to upsell with confidence.

THE EXAM

At the end of the day, we sat a 30-question multiple-choice test – 45 minutes in total. It wasn’t as intimidating as I initially assumed, more like a straightforward recap of what we’d covered throughout the day, thanks to Shane’s great teaching.

Passing earns you the WSET Level 1 certificate and a chance to continue your wine education journey to Level 2. More importantly, it gives you a real sense of understanding and confidence. I left not just knowing what I liked in a wine, but why – as well as, a heightened connection to the wine I drink, the bars I visit and the brands I work with.

FINAL THOUGHTS

If you work behind a bar or simply want to expand your knowledge and confidence in wine, the WSET Level 1 Award in Wines is a brilliant place to start. It’s not stuffy or intimidating, and thanks to educators like Shane Jones, it’s delivered in a way that’s practical, engaging and fun. It doesn’t try to turn you into a sommelier overnight, but it gives you the solid building blocks to start that journey if you want to.

For me, the best part is that it sparked my curiosity. I went in wanting to understand why I liked certain wines, and left not only knowing that, but wanting to learn so much more. Level 2? You’ll probably see me there soon.

wsetglobal.com/wset-school-london

CREATING ATMOSPHERE

FROM BOOSTING MOODS TO REINFORCING PERSONALITY, THIS ARTICLE FROM PPL PRS EXPLORES HOW CAREFULLY CURATED SOUNDTRACKS CREATE THE PERFECT ATMOSPHERE THAT RESONATES WITH BOTH CUSTOMERS AND EMPLOYEES ALIKE.

What does creating the ‘right’ atmosphere really mean? Truthfully, it differs from business to business, but without a doubt, music is a great tool to steer you in the right direction. 94%1 of surveyed people in the UK believe music affects their mood, so why not take advantage of this and use it to create a great experience for your workforce and customers, while injecting personality into your brand?

Background music can have more of an effect on your customers than you might think. PPL PRS surveyed 500 people to discover the impact of listening to background music when purchasing goods and receiving other services from various sectors within hospitality. This included restaurants, pubs, bars, cafés and hotels. A massive 82%2 of customers believe playing background music creates a better atmosphere in a business, and 84%2 also agree that playing background music creates a better experience overall.

But with so many genres to choose from, what kind of music should you play? It can be overwhelming, but it may be helpful to break it down. You need to narrow down your target audience, which will help you to decide how you want to present your brand. Make sure to consider what you want your brand to be, and what you want to be known for.

If you want to raise brand awareness, then music is key. A jingle or a famous song can bring the brand to a customer’s mind - think of some of well-known songs that are synonymous with certain brands. To boost customer engagement, using music can positively affect their mood. Our 2022 survey datai found that 35% of retail customers said that they feel more inclined to buy extravagant clothes and accessories if pop music plays. For restaurants, classical music has been shown to influence diners, with 31%i reporting it makes them more inclined to order expensive menu items. Soul (22%) and jazz (21%) are also popular, depending on the ambience you’re aiming for1

We spoke with Liam Wood, the Head of Learning and Development and Luke Geoghegan, Head of Music at New World Trading Company, an award-winning hospitality group recognised for a number of well-known brands including The Botanist bars and restaurants.

“For The Botanist, having a musical identity is a massive part of the brand. Our choice of music can reflect and improve the quality of the experience for the customers, just as we find with things like décor and lighting, and customers walking in can immediately get a sense of the atmosphere.”

“Our musical identity is tailored to attract people between the ages of 19-65 – with 24-35 being our key target – who want to come in for a drink and a meal. For this we settled on a mix of genres like RnB, pop, indie, and classic soul to create our “all killer, no filler” playlists. Sometimes we’ll be introducing customers to new music throughout the day, but we play recognisable hits through the evenings and weekends that we know our customers will enjoy.”

As much as music can influence your customers and clients, your employees can also benefit. Imagesound provides branded radio in gyms, shops, and hospitality venues to provide a personalised feel to the customer and staff experience. Tim Hull, Sales Director from Imagesound talked about how music genres can have different effects on those that are working on their feet every day.

Tim explained that he understands how repetitive music can have a negative impact on people. He suggests that when brands implement their radio system, they should choose music that

avoids causing this feeling, stating that it should be designed in a way that “there’s nothing ever on repeat, you never hear the same track on the same day”. Our 2023 survey3 of 1,000 people in the UK showed that a huge 90% of workers feel more confident in their ability when music is playing, so filling their environment with tunes may help to improve the efficiency and quality of their output.

PPL PRS’s Head of Marketing and PR, Bethany Grundy explains: “Every company has a brand; it’s part of a product or service that demonstrates a business’ benefit to consumers. A brand is made up of a range of characteristics – be it colour schemes, fonts, customer service and even music – that makes it distinctive from its competitors. Branding is a crucial part of why a consumer chooses to purchase your product or service over anyone else selling the same thing.”

The music you play can be a powerful reflection of your business’s unique identity. It’s crucial to align your music choices with your brand goals, as the overall experience you create is fundamental to shaping that identity.

pplprs.co.uk

1. Survey of 2,000 UK adults by Perspectus Global in 2022

2. Survey of 500 UK adults by Attest in February 2023

3. A survey commissioned by PPL PRS of 1,000 people in the UK who are working in offices and workplaces in the professional services sector in June 2023

ELDON ROBSON

AS FENTIMANS CELEBRATES ITS 120TH ANNIVERSARY, WE SIT DOWN WITH ELDON ROBSON – THE MAN AT THE HELM OF THIS MUCH-LOVED DRINKS COMPANY AND THE GREAT-GRANDSON OF ITS FOUNDER – TO REFLECT ON THE LEGACY, CRAFT AND BOLD INNOVATION THAT HAVE DEFINED THE BRAND FOR OVER A CENTURY.

TELL US WHAT FENTIMANS TURNING 120 YEARS OLD MEANS TO YOU?

It means an enormous amount, on both a personal and professional level. I’m incredibly proud of our heritage. Fentimans has such a unique origin story, yet not many people know how it all began. In 1905, Thomas Fentiman, my great grandfather, was approached by a fellow tradesman for a loan. A deal was struck and a recipe for Botanically Brewed ginger beer was provided as security. The loan was never repaid so he became the owner of the unique recipe, which he began using to produce Fentimans Ginger Beer. To still be brewing our drinks using that same time-honoured Botanical Brewing method after 120 years is remarkable.

Bringing the brand to mass market in the late 80s was a big leap of faith for me, it felt like stepping into the unknown with Botanical Brewing leading the way. I think if any of the original Fentimans family members were around today, they’d be very proud of what the Fentimans brand has become. It’s been hugely important to me to honour the legacy while continuing to innovate. To see the company still thriving today, rooted in tradition yet evolving with the times, is just incredible.

WHAT DO YOU THINK MAKES FENTIMANS SPECIAL?

It all comes down to the way we make our drinks. Botanical Brewing is at the heart of everything we do. It’s a traditional process, but it gives our drinks a depth of flavour and distinctive

mouthfeel that really sets us apart from anything else in the market. It’s the quality and bold flavours that consumers can’t get anywhere else and the reason we have life-long Fentimans fans.

We’re also incredibly passionate about the quality of the ingredients we use. We have always taken great care in sourcing the best botanicals from around the world. I have very fond memories of working with people around the globe to search for the perfect ingredients that make Fentimans flavours so unique, from orange and lemon oils to rose petals and ginger.

I love the creative side that comes with such a special brewing process, crafting new flavours, taste testing ingredients… it never gets old. Even now, I still taste every new product we make. That’s how much I care. It’s not just a business, when it comes to the quality and taste of our drinks, it’s personal.

WHAT HAS BEEN THE KEY TO THE SUCCESS OF FENTIMANS OVER THE PAST 120 YEARS?

The key has been staying true to who we are. We’ve always stuck to our Botanical Brewing roots, using quality ingredients and doing things properly and that’s never changed. We could have taken the decision to make processes easier or cut costs, however we’ve resisted the pressure to move to other production methods or to introduce manufactured flavours, because we know what makes our drinks special is the care and craft behind them.

At the same time, we’ve never been afraid to experiment.

Flavour has always been a huge part of the Fentimans story, from the timeless classic of our Ginger Beer to the more recent success of our Rose Lemonade. That combination of respecting our heritage while continuing to explore and create is what’s kept us going for 120 years and, I hope, for many more to come.

WHAT IS YOUR PROUDEST ACHIEVEMENT IN THE BUSINESS?

Honestly, there are so many special moments. But I still feel such pride in seeing our drinks out in the world, in some truly special places, from iconic hotels to much-loved cafés tucked away in corners of the globe. Every time I spot a Fentimans bottle on a shelf or a menu, especially somewhere unexpected, it’s still a real moment of pride.

But more than that, I’m proud of how the business has continued to evolve. Every challenge we’ve faced has pushed us to grow and adapt and we’ve never stood still, even in the most challenging environments. We’ve built a loyal following of people who genuinely love what we create and that means everything. Seeing the passion that people have for our drinks will never get old.

WHAT ARE YOUR BEST MOMENTS WITH THE BUSINESS, FROM CHILDHOOD TO NOW?

Some of my fondest memories go right back to childhood. I used to love helping deliver bottles with my uncle and grandad, as it was always a bit of an adventure doing the doorstep deliveries. I also loved playing around in the flavour room at the old factory, taking in the aromas of freshly milled ginger root and hops, smelling the various flavours. Those memories have stayed with me for life and back in the 80’s guided me in launching the next chapter of Fentimans. That connection to the family and the craft has always stayed with me, it’s in my blood.

One moment that always stands out is producing my very first bottle in 1987. I still have it, as it’s a reminder of where my journey leading Fentimans began.

These moments are a huge part of what make the brand and the story so meaningful to me.

WHAT ARE SOME OF THE CURRENT CHALLENGES YOU’RE FACING, AND HOW ARE YOU OVERCOMING THEM?

Like every business right now, we’re navigating our fair share of challenges, whether it’s rising costs, tax increases, or new regulations like the upcoming glass tax under the ERP scheme. It’s a tough landscape, and we’re certainly not immune to it.

But what’s always seen us through is our commitment to quality and flavour. No matter what comes our way, we won’t compromise on taste or the way we craft our drinks. We’ll adapt, of course, we have to, but we’ll do it in a way that stays true to who we are. That’s how we’ve weathered challenges for over a century, and it’s how we’ll keep going.

HOW IMPORTANT IS IT TO TAKE

RISKS WITHIN BUSINESS?

I think it’s essential, especially if you want to keep evolving. In our case, that often means taking creative risks with flavour. We always want our drinks to stand out, and that means being bold and willing to try new things.

That said, there are certain things you should never risk. We don’t compromise on quality, on taste, or on the way we make our drinks. Cutting corners or cheating the process just isn’t in

our DNA. You have to protect what makes your brand special. For me, instinct plays a big role too. Some of the best decisions have come from trusting that gut feeling, especially when it comes to flavour.

WHAT IS YOUR FAVOURITE FENTIMANS FLAVOUR?

That’s an easy one. It has to be Orange Jigger. There’s just something about it. It’s bold, zesty, and full of character, just like the brand. It’s a flavour that really captures the essence of what we do: layered, refreshing, and unapologetically different.

WHAT DOES THE NEXT 100 YEARS OF DRINKS MANUFACTURING LOOK LIKE TO YOU?

I think the future of drinks is going to be driven by younger generations and they’re already showing us what they want. Bold flavours, real ingredients and drinks that feel like an experience, not just an afterthought. They’re drinking less alcohol, so what’s in their glass needs to be brilliant. It can’t just be just any old can of cola, it has to be crafted, considered and exciting.

For us, that’s an opportunity. We’ve always believed that nonalcoholic drinks should be just as complex and enjoyable as any cocktail or spirit. If we stay true to that, keep pushing boundaries with flavour, and continue to respect the craft, I think the next 100 years could be even more exciting than the last.

fentimans.com

LEGACY REIMAGINED

AS JACK DANIEL’S RELEASES ITS FIRST AGE-STATEMENT WHISKEY IN OVER A CENTURY, CAM DAWSON, UK BRAND AMBASSADOR, SHARES THE STORY BEHIND THE BOLD NEW 10-YEAR-OLD SERIES, HOW IT HONOURS THE BRAND’S STORIED LEGACY AND WHAT’S NEXT FOR THE ICONIC BRAND.

WHAT INSPIRED RELEASE THE RELEASE OF JACK DANIEL’S 10-YEAR-OLD SERIES AT THIS TIME, AND HOW DOES IT REFLECT THE BRAND’S EVOLUTION OVER THE PAST DECADE? It’s all about innovation whilst keeping our heritage alive. Jack Daniel’s is the United States’ oldest registered distillery, founded by the man himself in 1866. Back in the early 1900s, Jack was producing a range of age-statement whiskies alongside his medal winning Old No.7 Tennessee Whiskey but these were the days before Jack Daniel’s became a global name and most of those bottles never left the States. Fast-forward to today, and our Master Distiller, Chris Fletcher, has been reviving some of these near-forgotten expressions. The Jack Daniel’s 10-Year-Old is the first in this modern run and a tribute to our whiskey-making roots, and there’s more to come! We’re currently working on a few more, including a 12-Year, 14-Year, 18-Year, and even a 21-Year. Some of those are still maturing in the barrel in Lynchburg as we speak, but they’re coming!

It’s a new chapter that not only honours Jack’s original vision, but sets the tone for where we’re heading next, especially as we lead into the Bonded Series which launched a few years ago now with the Bonded & Triple Mash and last year when we launched the Bonded Rye. It’s an incredible time to be a Brand Ambassador for Jack Daniel’s. The whiskies I have to sample, taste and promote are so vast and there is a whiskey out there no matter what style your palate prefers.

IN WHAT WAYS DOES THE JACK DANIEL’S COLLECTION STAND OUT FROM PREVIOUS RELEASES, AND WHAT HAS BEEN THE INITIAL RECEPTION FROM BOTH LONG-TIME FANS AND BARTENDERS?

The reception to the 10-Year-Old in the UK has been phenomenal and across the world too. It was initially launched in the United States first last year and we were honoured to collect the ‘World’s Best Tennessee Whiskey’ award at the World Whisky Awards. Here in the UK, we gave our ‘Friends of Jack’ an exclusive pre-launch opportunity to buy. Our allocation was sold out in just 45 minutes! Our retail partner, The Whisky Shop, had their full allocation sold out within four hours of opening. I was at their Piccadilly store that day, and it was brilliant to see people travelling from all corners of London just to get their hands on a bottle.

Due to limited volume, bars haven’t been able to stock it widely. However, we’ve partnered with The Connaught for an exclusive pour. It’s the only bar in the UK where you can enjoy it by the glass or experience it in their incredible ‘Silver Seventeen’ cocktail, created by the legendary Agostino Perrone and Giorgio Giani. The name pays tribute to the Connaught Bar’s remarkable seventeen-year legacy and it seems only right to use a Jack Daniel’s with a decade of maturation under its belt. It feels fitting that an age-statement whiskey like our 10-Year-Old has found its on-trade home in a bar that has itself matured into a true icon of the cocktail world. We’re thrilled to share this collaboration with our customers - it’s a perfect meeting of craftsmanship, heritage, and innovation.

HOW DOES THE INTRODUCTION OF THE 10 YEAR OLD ALIGN WITH JACK DANIEL’S OVERALL BRAND STRATEGY AND COMMITMENT TO INNOVATION IN DESIGN AND TASTE?

Innovation is central to what we do but it’s always rooted in tradition. Our Master Distiller, Chris Fletcher, embodies that balance perfectly. Whiskey-making runs in his blood with his grandfather, Frank Bobo, being the Jack Daniel’s Master Distiller from 1966 to 1988. Chris grew up in Lynchburg and used to walk the distillery grounds with his granddad. Inspired by that legacy, he went on to study chemical engineering and returned to Jack Daniel’s with a clear mission: to honour our heritage while pushing the whiskey forward. Our motto has always been, “Every day we make it, we’ll make it the best we can.” That still holds true today. The 10-Year-Old reflects our commitment to quality, whiskey making craft, and the long game, taking our signature Tennessee Whiskey and letting it evolve with time in the barrel to offer something bolder, richer and something new for the UK to explore.

WHAT ARE THE KEY FEATURES AND INNOVATIONS INTRODUCED IN THE JACK DANIEL’S 10-YEAR-OLD COLLECTION THAT MAKE IT A SIGNIFICANT MILESTONE FOR THE BRAND?

This is the first time Jack Daniel’s has ever released an agestatement whiskey outside of the United States and even then, the last time we did so was more than 100 years ago. That alone makes it a huge milestone! From a production standpoint, Chris Fletcher had to start almost from scratch, building an aged flavour profile that still feels unmistakably like Jack. He’s used his understanding of the barrel-aging process, climate conditions in Lynchburg, and flavour development to create a whiskey that balances maturity with approachability. It’s bold, oak-forward, with layers of dried fruit, caramel, and lingering spice but it still carries that signature Tennessee style.

The reception to the 10-Year-Old in the UK has been phenomenal and across the world too.

LOOKING

AHEAD, WHAT FUTURE DEVELOPMENTS CAN BARTENDERS EXPECT FROM THE BRAND?

More maturation for sure! and more variety. We’re on a journey to reintroduce the full family of age-statement whiskies that were once available from this historic distillery. Expressions like the 12-Year and 14-Year, which are already in the US, but we’ll have to wait a little longer for them. We also have even older age statements on the horizon. With planned 18-year and 21-year to follow. All of these (including more of the sold-out 10year) are currently aging in Lynchburg, Tennessee as we speak.

And beyond age statements, keep your eyes on the Bonded Series. It’s an exciting platform for innovation in proof, mashbill, and cask treatment - all while staying true to what makes Jack, JACK!

Roane

BEER

WE EXPLORE THE LATEST CATEGORY INSIGHTS AND INNOVATIONS, SHARING HOW VENUES CAN PERFECT THEIR POUR JUST IN TIME FOR SUMMER.

Image courtesy of BrewDog

BOLD, SESSIONABLE, ICONIC

HANNAH CORKER, HEAD OF CUSTOMER MARKETING AT BREWDOG, SPOTLIGHTS FIVE STAND-OUT BREWDOG OFFERINGS THAT ATTRACT BOTH CURIOUS GUESTS AND AVID BEER-DRINKERS ALIKE.

e might be famous for Craft Beer, but we pride ourselves on offering beer that everyone can enjoy. From the OG IPA and something a little bit fruity, to a session IPA that always has your back, a standout stout alternative and a low-abv lager, which tastes great whilst offering customers fantastic value. Here are our favourites…

IPA: PUNK IPA – THE OG (5.2% ABV)

As Craft Beer continues to grow, IPA remains the most popular and best-performing style of craft beer all year round. Developed in a garage back in 2007, Punk IPA is the original craft beer, so something that pub-goers will look for when browsing the bar offering. Now the UK’s no 1 craft beer, BrewDog’s first ever brew is a bold, hoppy, tropical IPA, which still delivers as much taste today as it did 18 years ago.

NEW ENGLAND IPA: HAZY JANE – SMOOTH & FRUITY (5% ABV)

For those beer drinkers that like to experiment, Hazy Jane is a full-on fruit-machine of an IPA. Inspired by the New England IPAs coming out of the US, Hazy Jane packs all the flavour, with notes of pineapple, mango, stone fruit and hint of tangerine, but at 5% ABV delivers a more mainstream alcohol level. Thanks to its unique flavour, Hazy Jane is also great in beer cocktails and as an accompaniment to food.

SESSION IPA: WINGMAN – ALWAYS GOT YOUR BACK (4.3% ABV)

Session IPA is having its moment and is the sub-category to back for category growth. Wingman is a high-quality sessionIPA for the modern drinker, with casual and playful positioning and fantastic stand-out. Launched in 2023, the success has been phenomenal, with Wingman becoming the fastest growing craft brand in the Top 10, as well as the fastest growing Session IPA in the On Trade1. Thanks to its session-strength, Wingman is also perfect with food, such as burgers, pizza and wings.

STOUT: BLACK HEART – WHAT IF IT’S BETTER? (4.1% ABV)

Stout has had a extraordinary resurgence in the last year and Black Heart represents a significant opportunity to drive sales and grow margin for bar operators. With the quality credentials of BrewDog, and the excitement of an alternative Nitro Stout, we’re proud to be giving pub operators genuine choice within this sub-category and the potential to increase profits by recruiting new users, while also converting established stout drinkers. Chocolate and extra dark crystal malts give layers of roasted, toasted coffee and cocoa, with a hint of caramel coming through – a stout for the 21st century.

1 2 3 4 5 W

LAGER: COLD BEER – CRISP & REFRESHING (3.4% ABV)

With 41% now choosing lower abv beers2, session lagers and low-calorie options are a must stock, particularly for the summer months. Cold Beer is a great-tasting mid-alcohol gluten-free lager, which not only meets the demand for more session-able strength beer but also delivers value to drinkers, with its 3.4% ABV making it a more affordable option. A Crisp, Cold, Lager, the clean and light taste of Cold Beer makes it an ideal choice for visitors to enjoy during long outdoor events or casual gatherings in the sun.

For more information on the full BrewDog range, visit: https://drink.brewdog.com/uk/enquiry

THE NEW RULES OF BEER

WE EXPLORE HOW BEER BRANDS ARE EVOLVING WITH CHANGING TASTES, TRENDS AND EXPECTATIONS.

For bar owners, managers and bartenders, one thing is becoming increasingly clear: beer drinkers today want more than a simple pint. Whether they’re looking to moderate their alcohol consumption, explore new flavours or embrace sustainability, brands are stepping up to craft products that speak directly to these changing expectations — and the most successful are telling those stories well.

As Serena Smith, Head of Category – On-Trade at HEINEKEN UK, points out, “Beer might be the UK’s favourite alcoholic drink, but the way people use pubs and consume beer is constantly

evolving.” Consumers are going out less often but “tend to treat themselves when they do,” creating a heightened focus on quality and experience.

That often means moderation. “More people are looking for drinks they can enjoy over a longer period,” agrees Steven Behan, General Manager at Duvel Moortgat UK. “We created Chouffe Session — a 4% Belgian blond — in response. It’s light, crisp, subtly spiced and brewed to be easy-drinking, while still offering the character you’d expect from something with Belgian roots”.

Beer might be the UK’s favourite alcoholic drink, but the way people use pubs and consume beer is constantly evolving.

Even the super-premium segment is seeing this shift. Russell Campbell, Head of On-Trade at Damm UK, observes that “There is a growing trend toward alcohol-free, whether it’s a permanent choice or through moderation,” and notes that “Damm Lemon — a Mediterranean lemon beer — is well positioned here with a premium price point that consumers are happy to pay for a good experience”.

And younger drinkers? “Younger demographics are drinking less beer on the whole,” Sharon Singh, Director of Guest and Operational Excellence, Marston’s, acknowledges. “However, those that do enjoy a drink are choosing more premium products like world beers and craft beers,” indicating that this next generation is as invested in the quality of their drinks as they are in the quantity they consume.

Premiumisation doesn’t stop at alcohol level, it extends to style. John Morrisey, Head of On-Trade Sales at Vocation Brewery, tells us that, despite economic headwinds, there’s “a clear trend of people drinking less but better, with flavour continuing to be a primary driver of choice.” Vocation’s Hilltop Lager — a sessionable 4% lager — is tapping into the demand

for lagers with more character, standing out in a sea of bland options.

That focus on quality is nowhere clearer than in the resurgence of stout. Serena Smith at HEINEKEN UK explains that stout’s share of draught beer and cider in pubs has almost doubled in three years. “And that’s not just the category leader driving this growth,” she notes. “Last December saw overwhelming demand for Murphy’s, Irish Stout, with pints up an incredible 897% in UK pubs and bars, compared to the same period in 20231.”

BrewDog’s Hannah Corker agrees, and says their nitro stout, BrewDog Black Heart, is “attracting a younger, more affluent drinker” and offers operators the chance to “drive sales and grow margin while also converting established stout drinkers.”

Craft is having its moment too — especially sessionable beers like BrewDog’s Wingman IPA. “When we introduced Wingman in 2023 we’d identified a huge opportunity,” Hannah explains. “It’s the most valuable draught craft style in the on-trade — and we couldn’t be happier with how it’s landed with consumers across pubs and bars.”

More than ever, drinkers want to discover new styles, new

ingredients and new experiences. “World beers now make up nearly a third of the UK market2,” Steven Behan points out. “Chouffe fits naturally here — rooted in the Ardennes, it brings both tradition and a sense of adventure to the tap.” John from Vocation Brewery agrees, “Our customers want beers that spark conversation,” he says, noting that Vocation supports its venues with “training, brand activation and engaging POS to help staff become passionate advocates who deliver a great experience.”

That focus on experience also extends to non-alcoholic beer. “Mash Gang is a range of delicious, full-flavoured beers that just happens to also be alcohol-free,” says Jo Taylor, UK Marketing Leader at Mash Gang. “Whereas some beers in the alcohol-free category strip out the alcohol, we brew to 0.5%, which enables us to deliver flavour profiles that are usually only found in fullstrength craft beer”. This approach resonates with everyone from Gen Z drinkers, who want sociable, health-conscious options, to older drinkers who may simply want a beer without losing the character they love.

And, with that demand, Mash Gang is seeing growth driven by flavour innovation. “Our Mango & Lime Fruited IPA hits all the right notes: fruity, a little bitter, a touch salty and spicy,” Taylor says. “It’s big and expressive, and it just happens to be 0.5%.”

Sustainability, too, is becoming a central pillar of beer stories — especially among premium brands. “100% of Damm’s packaging is recyclable and more than 65% of beer containers are returnable,” Russell Campbell says. “We also pioneered eliminating single-use plastic rings,” he adds, pointing to a strong sustainability story that resonates with consumers and bar owners alike.

Vocation Brewery is also putting its green credentials front and centre. “To celebrate Beer Day Britain, we released two special beers using regenerative malt made through climate-conscious farming practices,” says John Morrisey. “Both beers champion new British-grown hops, and highlight the brewery’s commitment to sustainability as much as flavour.”

For Estrella Damm, the story of premium Spanish beer is part of its DNA — and ensuring venues have the tools to tell that story is key. “Availability of branded glassware and well-trained bar staff is absolutely essential,” says Russell. “Our Quality Trainers visit venues in-person to offer guidance on all aspects of beer service, from the perfect pour to food-pairing menus. This gives bar teams the knowledge and confidence to engage drinkers and elevate the experience.”

Ultimately, operators need to embrace the full breadth of beer styles — and do so with intention. Sharon Singh at Marston’s underscores this point, “Our biggest priority is ensuring breadth of variety — in terms of taste, beer style, brand and price — so that our offering caters to a broad range of guests and occasions.” Mash Gang’s Jo Taylor agrees, highlighting that “a successful beer list needs to offer real variety — stouts, IPAs, fruited styles — things with personality,” and that using “flavourled language” on menus will help drive interest and trial.

And for those looking to take the occasion up a notch? Beer cocktails might just be the next frontier. “The beauty of nonalcoholic beer is its versatility,” says Taylor. “Our Journey Juice, a mango and chilli IPA, plays beautifully in mixed serves — perfect for creating bold, juicy beer cocktails that guests can’t wait to Instagram.”

The big takeaway? Beer is evolving — and that evolution is only set to accelerate. HEINEKEN UK’s brand-new 2025 Beer Report, uses market knowledge, data, consumer behaviour insight, and expertise to identify five drivers that is believed to have a significant influence on consumer behaviour between now and 2030.

“These drivers are expected to double the natural projected value growth of the beer and cider market to £1bn, with beer leading the sector3,” Serena reveals. “The key takeaway of this report is that together we can grow - but it very much requires a different approach for differing outlet types.” For more insight, resources, and information, readers can access the 2025 Beer Report at www.beerreport.co.uk.

As Russell Campbell of Damm UK puts it, “With so much innovation across premium, world, and low-ABV beer, this is an exciting time for operators and customers alike.” Vocation Brewery’s John Morrisey agrees, “The beer brands that stay relevant will be those that connect with consumers in authentic and meaningful ways.”

For bar owners and managers, success lies in embracing these shifts — with the right beers, yes, but also with great service, strong storytelling, and the confidence to craft a beer list that feels as exciting and diverse as the people you serve.

BEER DONE BETTER

WITH AN EVOLVING BEER LANDSCAPE AND DRINKERS DEMANDING MORE FROM THEIR PINT, HANNAH CORKER, HEAD OF CUSTOMER MARKETING AT BREWDOG, EXPLAINS HOW THE BRAND’S DIVERSE RANGE, BOLD INNOVATION AND NATIONAL APPEAL MAKE IT A STANDOUT PARTNER FOR BAR AND VENUE OPERATORS LOOKING TO DRIVE SALES, INCREASE FOOTFALL AND CATER TO EVERY KIND OF BEER LOVER.

WHY SHOULD VENUE OPERATORS CONSIDER BREWDOG AS PART OF THEIR BEER OFFERING?

A great beer range should be about discovery. It’s no longer enough to have a couple of lagers, an ale and a stout on offer – a strong range should deliver something for every taste, that drives trial and provides clear ladders of premiumisation to encourage trade-up. Our core headliner range does just that, from the uncompromising flagship brand, Punk IPA, which this year celebrates its milestone 18th birthday, crisp and refreshing Lost Lager and low ABV Cold Beer, and smooth and fruity Hazy Jane New England IPA, to session-strength IPA Wingman and our no-nonsense stout, Black Heart. BrewDog has a beer for everyone, and every occasion including a full selection of alcoholfree options, for the increasing number of drinkers who choose to moderate their alcohol consumption.

WHAT SETS BREWDOG APART FROM OTHER CRAFT BEER BRANDS?

Working with well-known brands helps to deliver reliability and consistency. A category like craft beer relies on an entry level signposts that consumers are aware of. With its leading brand position and the highest purchase intent of other craft beer brands, BrewDog is front of mind with established Craft Beer drinkers, with 51% of Craft Drinkers saying they would choose BrewDog brands if available1. BrewDog is also viewed as the highest quality brand in L&T and the most demanded craft beer brand in the majority of UK regions.

HOW DOES BREWDOG ALIGN WITH CURRENT BEER TRENDS?

The most prominent trends in the market right now, are moderation and the resurgence of stout as a category.

Our research shows that 41% now choose lower abv beers2, meaning that session lagers and lowcalorie options must have a role in any beer range. Cold Beer Lager (3.4% ABV) is the ideal option, now available new to the on trade, following a successful launch into the grocery channel last year.

As consumers continue to monitor their alcohol consumption, we identified a need for a low abv beer, that not only delivers a more session-able pint, but with quality our number one priority, also provides the great taste that BrewDog is known for

and a liquid that we can be proud of.

Often reducing alcohol content can mean that taste is compromised, but we believe in providing value for money and it is therefore the responsibility of suppliers to offer customers and consumers great quality products, something we pride ourselves on at BrewDog, and believe we have delivered again through the launch of Cold Beer. The clean and light taste makes it an ideal choice for guests to enjoy during long outdoor events or casual gatherings in the sun.

Stout is also a category with clear momentum. With more choice now available, including BrewDog Black Heart, which is attracting a younger, more affluent drinker, we expect this will only continue in throughout 2025 and beyond.

After years of just one stout option, Black Heart represents a significant opportunity to drive sales and grow margin for operators. With quality always at the heart of what we do, we’re proud to be able to deliver genuine choice to bars and their customers, with the potential to increase profits by recruiting new users, while also converting established stout drinkers. Black Heart is now pouring in over 350+ venues across the UK, including Arc

Inspirations, Center Parcs, Lords, Sixes Cricket and London Broncos, as well as our own bars.

WHAT DOES THE CURRENT DEMAND FOR BREWDOG LOOK LIKE; IS THERE DEMAND FOR BREWDOG IN BARS AND VENUES OUTSIDE MAJOR CITIES TOO?

BrewDog’s heartland has generally been London and the Southeast, where craft beer is more broadly recognised and consumers are willing to spend more on a quality pint. We’ve also sold well in Scotland, thanks to our heritage as a Scottish brand, still brewed in Ellon, Aberdeenshire.

However, more recently we are seeing growth in other areas around the UK, including the Northeast, Midlands and Yorkshire where BrewDog is up 2.0pp3

Also, as drinkers experiment with more styles, we’ve seen our presence in the bars grow by 3.5pp, now accounting for a 19% of BrewDog total volume4

WHAT DOES THE BREWDOG RANGE LOOK LIKE, AND HOW CAN IT BE TAILORED FOR DIFFERENT VENUES?

In terms of ranging for the greatest profit, it’s important to avoid duplication wherever you can. You want to offer your guests the greatest breadth of range possible, with clear roles for every beer on the bar. Don’t fall into the trap of pouring too many similar lagers or having all your craft taps pouring session-IPAs. Think about using national craft to anchor the category, such as Punk IPA before layering on top a New England IPA like Hazy Jane, or something local, and consider whether Alcohol Free on draught could be something memorable that enhances the experience for your site.

Beer is the 2nd largest category where consumers have tried new drinks in the last month - with Lager often over indexing with draught options5, making sure you have a Stout, Craft & No & Low, draught option – such as Black Heart, Wingman and Cold Beer Lager, to appeal to a wider array of consumers is particularly important.

HOW DOES BREWDOG SUPPORT BAR MANAGERS AND OPERATORS?

When working with BrewDog, operators have a dedicated Regional Sales Manager who works directly with them on initiatives to help drive rate of sale. New customers also receive a point-of-sale kit upon install to generate awareness. BrewDog has 89% awareness and is known for its fun and engaging marketing campaigns, so customers are also provided with POS and assets to benefit from broader recognition in line with nationwide marketing campaigns within their venue.

HOW CAN BREWDOG HELP INCREASE DWELL TIME AND SPEND PER HEAD?

Experiences make a visit more memorable, more enjoyable, and more likely to drive footfall, loyalty and spend. With drinkers becoming more demanding, quality and experience expectations are higher than ever. As a result, visitors are prepared to spend more on a higher quality pint. Perfect serve is the ultimate way to promote your beer offering, and drive spend. This can be achieved through branded glassware and a great pour, and is vital in terms of delivering value for money and overall experience, to justify charging a higher price point.

BrewDog has a range of glassware, specially created for each of our brands, to help make the drinking experience as enjoyable as possible. We also have a range of POS to help drive footfall and spend in your venue.

Additionally, recent partnerships with the likes of Lord’s Cricket Ground and the London Stadium, help to keep BrewDog front of mind and increase relevance, particularly for operators that show sports in their venues.

brewdog.com

SAPPORO JAPANESE LAGER TRIUMPHS

SAPPORO IS PUTTING ITS MONEY WHERE ITS MOUTH IS IN UK BARS. WE REVEAL MORE BELOW…

Since Kingfisher Drinks launched Sapporo on draught in the UK back in 2023, it has been making waves in the on-trade as a super-premium lager of choice. As the first beer of Japan, Sapporo was first brewed back in 1876 and remains a product of unparalleled quality to this day. In fact, Sapporo is one of the few global lager brands to still use 100% malted barley to give increased depth of flavour, a fuller body and a clean finish. From the liquid to the font to the glassware, everything about Sapporo oozes class and quality.

As part of the wider distribution push, Kingfisher Drinks have been seeding Sapporo in a number of suitable venues, executing a six week trial to stock Sapporo behind the bar, with a branded lens and appropriate staff training, to see how it performs versus the other higher priced lagers on offer. One such venue was the Pope Street Bar and Kitchen in Eltham, South-East London, which offers great food, a wide selection of drinks and a premium feel to a loyal bunch of regular customers. The venue already offered a good selection of super premium lagers as a comparison, and benefits from enthusiastic staff behnd the bar who were happy to talk to the customers about the drinks on offer.

At the culmination of the trial, the results at Pope Street were impressive. Most importantly, the venue experienced a 78% uplift in sales volume of Sapporo versus the previous superpremium lager at the same price, with customers commenting that they particularly enjoyed the crisp, dry finish and the lager’s

refreshing qualities. Interestingly, with Sapporo behind the bar, the venue also enjoyed the halo effect of a 29% increase in super-premium’s share of their total draught beer sales versus the previous super-premium lager, driving more money into their tills. And finally, Sapporo outsold one of the mainstream world lager brands in the venue by 19%, despite it being on two additional taps and available at £0.70 less, proving once again that consumers are happy to pay more for the right product in the right venue.

Chris Rye, General Manager at the venue explains; “At Pope Street Bar and Kitchen, we strive to provide the best drinks and homemade food, delivered by passionate team members. We’re always keen to vary our draught beer offering, looking for new products that we’d be proud to pour for our guests. Sapporo fits the bill perfectly, so we were delighted that they selected us as one of their trial bars. Sales were fantastic and the feedback from guests was so overwhelmingly positive that it’s now a permanently listed beer and still going strong!”

So, not only has Sapporo been installed as a full listing at Pope Street Bar and Kitchen, but two other sites in the group have also installed it, and its currently under consideration in the remaining ones too. If you are interested in stocking Sapporo at your bar, please contact Kingfisher Drinks on info@kingfisherdrinks.com.

kingfisherdrinks.com

IT’S CIDER, BUT WITH SWAGGER IT’S CIDER, BUT WITH SWAGGER

INSPIRED BY THE FLAVOURS OF ASIA INSPIRED BY THE FLAVOURS OF ASIA

IN THE SPOTLIGHT

WE SPOTLIGHT MENABREA, SHARING THE RICH HERITAGE, CRAFTSMANSHIP AND FLAVOUR THAT MAKE THIS ITALIAN BIRRA A STANDOUT SERVE FOR VENUES THIS SUMMER.

TAPPED IN

ELEANOR QUIGLEY,

BRAND MANAGER FOR MENABREA, OFFERS OPERATORS HER FIVE TOP TIPS FOR PERFECTING BEER RANGES AND BOOSTING SALES THIS SUMMER.

1

REGULARLY REVIEW YOUR RANGE

Think about your range in line with the season and don’t be afraid to review it regularly tweaking where necessary. If available operators should work with their drinks provider on identifying the right offering for their venue and consumers. At C&C/ Matthew Clark we have our propriety Drinking Zone Tool which gives an understanding of the consumers likely to visit any venue in the GB on-trade, which we use to ensure the right range is on offer to hit the target.

2

TRADING UP

Consumers are increasingly looking to trade up with demand for premium beers showing no sign of slowing. World beers are continuing to gain interest with consumers favouring authentic options when choosing what beer to drink so it’s worth having a couple of options on the bar.

3

VERSATILITY

For venues that serve food it’s worth thinking about how beer can play a part. Certain beer and ciders make a wonderful pairing to dishes and can provide a welcome change for those looking for something other than wine. Food and beer pairings can also be a fantastic way to show off your range and introduce consumers to something new. With its careful balance of flavours, Menabrea makes a great accompaniment to a range of dishes, allowing venues to play into more occasions when they stock Menabrea over other beer brands.

4

A BIRRA FOR EVERYONE

With the trend for moderation showing no sign of slowing, operators need to be thinking about adding a no alcohol option to their range. Stocking mainstream quality brands that consumers know and trust is a great way of ensuring they will have the confidence to give them a try when seeking a non-alcoholic alternative. Menabrea’s range includes Menabrea Zero Zero, an alcohol free golden beer that carries a delicate yet full bodied flavour - giving consumers a premium option that doesn’t compromise on taste.

5

VISIBILITY

Ensuring customers are aware of your offering through visibility on the bar and in venue will help boost sales. This could be amplified through use of drinks menus, POS from brands who might also be running specific activations as well as using social channels to promote your offering. When it comes to in-venue, simple things like ensuring you have the right glassware, and that staff are confident in being able to recommend any drinks from your range may seem obvious but can make all the difference.

menabrea.co.uk

HERITAGE ON TAP

ROOTED IN OVER 175 YEARS OF ITALIAN BREWING TRADITION, MENABREA IS A PREMIUM LAGER BRAND THAT BRINGS DEPTH, HERITAGE AND VERSATILITY TO THE ON-TRADE. BRAND MANAGER, ELEANOR QUIGLEY, SHARES HOW THE BEER IS STANDING OUT IN THE UK MARKET AND SUPPORTING VENUES THIS SUMMER.

CAN YOU TELL US A BIT ABOUT MENABREA BIRRA AND THE RANGE AVAILABLE TO VENUES?

Menabrea is one of Italy’s oldest birras, founded in Northern Italy in 1846. The range is comprised of Menabrea Bionda, a 4.8% ABV pale lager that is light and refreshing yet offers a complex malty taste thanks to the careful balance of flavours. This is available on draught and in 330ml bottles. Also included is Menabrea Zero, a 0.0% ABV delicate yet full bodied golden beer. The last beer to complete the Menabrea range is Menabrea Ambrata, a 5.0% ABV amber beer, with an inviting nose of fine malted barley, subtle toasted walnut, and fresh coffee beans. Both Zero Zero and Ambrata come in 330ml bottles.

WHAT SETS MENABREA APART FROM OTHER PREMIUM LAGERS IN THE UK MARKET, ESPECIALLY FOR BAR OPERATORS?

A big differentiator is the taste which is more complex and malty than other lagers in the category. This is down to the high-quality ingredients used and careful balance of flavours that are both citrus and bitter and fruity and floral. The result, a refreshing birra that can be enjoyed on its own or with food.

For many outlets, Menabrea’s versatility with food makes it an attractive addition to drinks menus, enabling venues to tap into more occasions while also meeting the needs of consumers looking for something other than wine to enjoy alongside a meal. As a result, Menabrea appeals to a range of venues including

bars, restaurants and hotels. Our different styles of premium beers and ABVs also make Menabrea a popular choice amongst operators looking to offer consumers a wider selection of beers with the same quality and heritage.

WHAT KIND OF CONSUMER ARE YOU SEEING DRAWN TO MENABREA IN A PUB AND BARS?

Menabrea appeals to those looking to trade up or treat themselves for a quality experience and is typically the beer of choice amongst quality-conscious, culturally curious lager drinkers with an interest in food and drink. Menabrea’s rich heritage also makes it a popular option for those looking for an authentic world lager. The versatility of our beers mean that they are often enjoyed across different occasions from drinks after work or with friends to meals out and for special celebrations.

HOW IS MENABREA ADAPTING TO TRENDS LIKE PREMIUMISATION AND GROWING CONSUMER INTEREST IN AUTHENTIC EUROPEAN BRANDS?

As a premium beer brand, Menabrea is well placed to meet the needs of consumers looking to trade up when it comes to their beer. Our heritage also makes us an appealing option amongst those looking for an authentic option. As one of Italy’s oldest birras our heritage goes way back and are roots are incredibly important to us as a brand and continues to influence everything we do, from our marketing campaigns to our look and feel.

HOW CAN OPERATORS MAKE THE MOST OF SUMMER?

Summer is a key time for operators with the warmer weather

having a positive effect on sales of alcohol. It’s also a time for socialising bringing about more opportunities for operators so it’s important that they are thinking about their range and how best to meet varying consumer needs. When developing their summer range, venues need to be thinking about including a mix of established brands that are easily recognisable on the bar which can help lead to increased sales. The trend for premium beers, particularly those with strong heritage like Menabrea, continues to be popular and outlets should ensure they are catering for the increased demand.

Moderation is another key trend which is growing in popularity with many big name brands now offering low and no alcohol variants. Summer is a great time for operators to show off their full range of drinks including innovative cocktails, wine lists and range of spirits alongside soft drinks.

LOOKING AHEAD, WHAT CAN ON TRADE OPERATORS EXPECT FROM THE BRAND?

It’s an exciting time for Menabrea as we’re looking to grow our distribution and work closely with partners in the on-trade. From next month we’ll be running an on-trade activation where consumers will have the chance to win a luxury Italian alpine train ride for two, alongside hundreds of other prizes including luxury Italian food hampers. Outlets will receive POS kits to activate the promotion in-venue and on their social channels. We’re also running a food promotion helping venues drive footfall throughout the summer by inviting consumers to purchase a meal and receive a complimentary pint of Menabrea. This also gives consumers the chance to enjoy something new at no extra cost to them. This is open to current and new customers.

menabrea.co.uk

GASTRONOMY: ESTRELLA DAMM

MORE THAN A DECADE OF PARTNERSHIP: ESTRELLA DAMM TOASTS 11 YEARS WITH THE NATIONAL RESTAURANT AWARDS.

From the vibrant streets of Barcelona to the tables of the UK’s most celebrated restaurants, Estrella Damm is more than just a beer – it’s a symbol of quality, craftsmanship and a deep-rooted passion for gastronomy.

As the Beer of Barcelona, Estrella Damm is an award-winning premium pale lager, still brewed to its original 1876 recipe using only the finest 100% natural ingredients. The result? A beautifully balanced lager that’s light and refreshingly drinkable –with a perfect balance between fresh grainy malt and subtle fruit, rounded off with a peppery bitterness and a clean finish – the perfect accompaniment to any dish.

CELEBRATING CULINARY EXCELLENCE

Estrella Damm has a commitment to supporting the UK’s exceptional hospitality industry, championing the chefs, restaurants and teams who raise the bar for culinary excellence. The brand has dedicated itself to working with and sponsoring many gastronomy events and awards, proud to stand alongside industry leaders – from long-established names to rising stars shaping the future of food.

For over a decade, Estrella Damm has proudly supported the National Restaurant Awards – and in 2025, they are celebrating their 11th year as main sponsor. This includes the Estrella Damm Sustainability Award – recognising the restaurants that are leading the way in more sustainable practices. Winner of this year’s Sustainability Award, The Free Company, Edinburgh, holds a deep-rooted ethos in the revival of forgotten rural knowledge, and is wholly committed to promoting progressive agricultural methods. Truly leading the way in sustainable practices, The Free Company mirrors Estrella Damm’s core values: quality, artistry and passion.

To further support the industry, Estrella Damm work closely with a number of chefs, creating a prestigious network of top chefs and restauranters, working as Chef Ambassadors to support Estrella Damm’s deep-rooted connections with gastronomy.

This distinguished group features Mark Birchall, recently awarded three Michelin stars at Moor Hall, a Lancashire restaurant that secured the No. 2 spot in the 2025 National Restaurant Awards, and Dave Wall, Head Chef at The Unruly Pig – a multi-award-winning venue repeatedly recognised as the UK’s No. 1 Gastropub and ranked No. 28 in last month’s National Restaurant Awards Top 50. Their shared commitment to quality and craft mirrors Estrella Damm’s brewing philosophy – making them perfect partners.

A SHARED PHILOSOPHY

Whether it’s on the table or behind the bar, Estrella Damm’s values – quality, excellence, innovation and support for hospitality – are at the heart of everything it does. It’s why the beer is trusted by top chefs, enjoyed by diners and revered by professionals across the trade.

Estrella Damm, the Beer of Barcelona, is an award-winning premium pale lager. Passion for excellence has resulted in Estrella Damm still being brewed to the original 1876 recipe, with only the best 100% natural ingredients. Estrella Damm is the perfect accompaniment to any dish; light and refreshingly drinkable, with a perfect balance between fresh grainy malt and subtle fruit, rounded off with a peppery bitterness and a clean finish. Discover more at: www.estrelladamm.com

ELEVATE THE EVERYDAY PINT

VOCATION BREWERY UNVEILS HILLTOP LAGER ON DRAUGHT FOR BARS – A BOLD NEW PREMIUM BEER INSPIRED BY ITS ICONIC HILLTOP LOCATION.

UK-based independent brewer Vocation Brewery has launched Hilltop Lager into the on-trade, a bold and flavour-forward premium lager crafted to stand out in a sea of sameness.

At 4.3% ABV, Hilltop is a crisp and refreshing lager that successfully combines flavour and substance, with easy-drinking approachability. It’s brewed for those who value character, authentic flavour and genuine craft quality – offering herbal, hoppy and citrus-led tastes and aromas that cut through the monotony of many mainstream lagers.

Crafted to be a malt-forward beer with a 100% malt grist, Hilltop Lager delivers full-bodied depth and a subtle touch of sweetness. After extensive trials with traditional Czech yeast strains, the brewery landed on one that delivers the ideal balance of a traditional aroma, a crisp finish and just the right hint of hop-forward character. The result is a well-rounded, crisp and full-bodied lager with traditional roots and modern appeal.

As many big beer brands lean on safe and crowd-pleasing taste profiles, Hilltop Lager is boldly carving out a point of difference by offering drinkers something more rewarding, and bars something more distinctive to pour.

Tapping into the popularity of premium 4% lagers, this

carefully crafted offering caters to the continued “drink less, but better” mindset – helping bars to meet the consumer demand for more flavour, more discovery, and a stronger sense of story and experience.

Hilltop Lager’s name pays homage to the brewery’s humble beginnings in an old chicken shed high up on a hill, 1,000 feet above sea level. This sense of independence, determination and bold perspective is at the heart of everything the brewery stands for and shines through in every pour.

As a premium beer crafted to appeal to new consumers and across a broad range of on-trade drinking occasions, Hilltop Lager provides bars and pubs with a new offering that embodies the brewery’s long-standing belief that great-tasting, bold and beautiful beer should be for the many.

For bars and pubs looking to inject a fresh and characterful new option into their lager range, Hilltop Lager is available in 30L and 50L kegs via select regional and national wholesalers and is supported by premium branded glassware that helps it stand out in the bar.

To find out more or to place an order, contact sales@vocationbrewery.com or visit www.vocationbrewery.com.

POWER UP YOUR PUB

GREENE KING’S INNOVATIVE SERVICE, VALUE FOR VENUES, HELPS KEEP THE DRINKS FLOWING AND YOUR BUSINESS GROWING!

Running an independent venue today is no walk in the park. From rising costs to staff shortages and everevolving customer expectations, the challenges just keep coming. That’s where Value for Venues steps in – a comprehensive, all-in-one service designed specifically for independent free trade venues that are looking to optimise

operations, cut costs and drive growth in an increasingly competitive market.

Developed by Greene King and Belhaven, two breweries with over 300 years of hospitality know-how, Value for Venues is purpose-built to support every aspect of running an independent venue. It’s your strategic business partner – here to simplify the

day-to-day so you can focus on what matters most: creating great experiences for your customers.

Value for Venues has your back with everything from financial support and expert consulting to a carefully curated selection of beers, ciders, spirits, wines, and soft drinks. It’s not just about what you pour—it’s how you operate. Whether a venue owner is seeking to modernise their operations or streamline daily functions, Value for Venues offers solutions tailored to the unique challenges faced by independent businesses in the hospitality industry.

Enter the Value Hub – operators’ one-stop shop for serious savings. Launched last year, this platform has already saved venues up to £5,000 annually through exclusive offers on things like solar panels, card terminals, garden furniture and more. These aren’t gimmicks – they’re practical tools to cut overheads and invest back into your business. These offers are designed to help independent venues reduce operational expenses, improve efficiency, and redirect resources towards enhancing customer experience and expanding their market presence.

Take it from Tracy Shepley, Secretary for the West Bridgford Conservative Club, who explained, “Since switching to Value for Venues, we’ve completely transformed. We’re saving money on every transaction, our range appeals to younger drinkers, and Greene King treats us like a priority. The savings alone on our

WorldPay terminals have made a huge difference.” That’s real change from smart choices!

And it’s not just about trimming costs—it’s about setting you up for future success. Think summer-ready garden spaces, more efficient payment systems or even a greener footprint through solar power. One venue recently saved over £1,000 on outdoor furniture alone. Another expects to save £2,000 a year with new solar installations. This kind of saving is instrumental in reducing operational costs while simultaneously enhancing the overall ambience and appeal of a venue’s outdoor area.

Commenting on the success of the initiative, Aaron Van Tonder, Commercial Manager for Value for Venues, stated, “Running a venue is tough right now. We’re here to make it easier. This year alone, we’ve saved our customers six figures— and we’re just getting started.”

Every part of Value for Venues is built to help independents like yours not just survive—but thrive. Whether you’re in England or Scotland – with Belhaven’s local support – this is a service that meets you where you are and gives you the tools to move forward.

Independent venue owners interested in learning more about how they can benefit from this innovative solution can reach out by calling 0345 850 4545 or by visiting www.valueforvenues.co.uk.

TIGRE

AMAZÓNICO LONDON LAUNCHES ITS FIRST NEW COCKTAIL MENU SINCE OPENING, TAKING GUESTS ON A VIBRANT JOURNEY THROUGH THE RIVERS OF THE AMAZON. LEADING THE CHARGE IS TIGRE – A BOLD, TWO-TONED CREATION INSPIRED BY NATURAL WONDERS AND LATIN AMERICAN SPIRIT.

NEW CREATIONS

Amazónico London, the acclaimed Latin American restaurant and bar located in Mayfair’s Berkeley Square, has unveiled a new cocktail menu for the first time since its opening – a bold reimagining inspired by the rivers that run through the Amazon rainforest. Created by Head of Bars, Giannis Apostolopoulos, the new menu pays tribute to the region’s most culturally and ecologically significant waterways, with each cocktail reflecting the depth, flavour, and natural wonder found along their banks.

Among the standout serves is Tigre, a cocktail that draws its name and inspiration from the Rio Negro, a major tributary of the Amazon River. This natural phenomenon is known for the meeting of two rivers with distinct colours and consistencies – a striking, two-toned flow referred to locally as Tigre.

Giannis explains, “The intrigue and symbolism of this natural phenomenon reminded us of the Piña Colada - a timeless classic - but seen from a fresh, unconventional perspective.”

The drink’s foundation is a blend of equal parts Santiago de Cuba 11-year and 20-year aged rums, selected to provide greater depth and complexity. This rum base is infused with Brazilian nuts, and carefully fine-strained, adding a subtle nutty roundness to the profile. Amazónico’s own Batida de Coco – a homemade recipe that remains a closely guarded secret – brings together coconut, fresh passion fruit and milk into a rich and tropical mix.

The cocktail is stirred to the perfect dilution, then served in a custom-designed glass, nestled inside a 3D-printed pineapple, and finally delicately smoked with mango wood to add a soft, aromatic finish.

As Giannis puts it, “The presentation is as captivating as the river that inspired it, leaving a lasting impression of tropical elegance - nutty, exotic and poetic.”

Tigre forms part of a 17-serve menu that showcases cocktails inspired by the many rivers feeding the Amazon. From the Napo (tribute to the river connecting Ecuador and Peru to the Amazon) – a spritz of Cîroc Vodka, melon, Aperol, prickly pear and Champagne served in a wave-shaped vessel – to the Tapajós (inspired by the crystal-clear waters of one of the Amazon’s key tributaries) - combining Grey Goose White Peach & Rosemary, Italicus, tarragon and lime, presented in a vibrant macaw glasseach cocktail delivers a distinct flavour and visual identity.

The Ica, meanwhile, references the river that flows near Mexico and Peru, and features a creative blend of The Lost Explorer Espadín and Salmiana mezcals with chicha morada, membrillo, pineapple and spices - offering both freshness and subtle smokiness. Across the menu, guests can expect a variety of unique vessels, house infusions, and custom glassware designed to capture the spirit and storytelling of each river.

The development of the menu has been guided by Amazónico’s founding philosophy that “the Amazon is more than a river.” That sentiment underpins not only the new drinks list, but the entire restaurant concept. Since first opening in Madrid in 2016, Amazónico has celebrated the biodiversity, heritage and cultural connections of Latin America - from its ingredients and music to its art and interior design.

The London outpost, which opened in 2019, was the group’s first international launch, followed by Dubai and, most recently, Monte Carlo in 2024, with Amazónico Miami set to open later this year. Across all locations, the concept offers a distinctive and immersive experience that brings together gastronomy, design, mixology and live entertainment under one roof.

The interiors at Amazónico London were designed by Lázaro Rosa-Violán, with a concept that takes guests on a visual journey

through the rainforest, from source to sea. The restaurant is filled with natural materials, terracotta tones, lush foliage, and statement design elements, including the bar area adorned with sculptural peacocks and the rainforest-inspired private dining room, which seats 22 guests. A Nikkei sushi counter offers a more informal experience within the broader space.

The new cocktail menu complements this sensory experience with drinks that invite guests on a journey down the Amazon and into its lesser-known tributaries. With over 1,100 rivers feeding into the Amazon, each has played a role in shaping local communities, ecosystems and traditions - all of which serve as reference points for the Amazónico bar team.

In addition to the new serves, the menu features a selection of house favourites, much-loved across the group’s international locations. These include the Rainforest Old Fashioned, made with rum and açaí, the Sangria Blanca, infused with gin and tropical fruit, and the Save the Jungle, a bold twist on the classic caipirinha, made with tamarillo.

Giannis and his team have worked to create a bar experience that not only surprises, but also connects - to places, to people, and to a broader sense of story. Every cocktail has been thoughtfully curated with a sense of purpose, from the balance of flavours to the vessels in which they’re served.

With Tigre leading the way, the new menu is a vibrant addition to Amazónico London’s bar programme – a celebration of Latin American flavour, artistry and craftsmanship brought to life in the heart of Mayfair.

amazonicorestaurant.com/london

TIGRE

INGREDIENTS:

• 50ml Santiago de Cuba 11 & 20, infused with Brazilian nuts

• 45ml Batida de Coco (coconut, passion fruit, milk)

• Mango wood smoke

METHOD:

Stirred

PRO PURÉE, PRO RESULTS

FUNKIN COCKTAILS IS SETTING A NEW STANDARD IN BAR-QUALITY INGREDIENTS.

SHANNON KENDALL, HEAD OF TRADE MARKETING, REVEALS HOW THE BRAND’S PRO PURÉE RANGE COMBINES INNOVATION, SUSTAINABILITY AND UNBEATABLE FLAVOUR TO HELP BARTENDERS RAISE THE BAR – LITERALLY.

WHAT MAKES FUNKIN’S PRO PURÉES UNIQUE?

FUNKIN’s Pro Purée range is genuinely a cut above the rest, helping bars deliver top-quality cocktails every time. We’re cocktails experts and our purées are specifically designed for bartenders to consistently serve excellent drinks, no matter the season.

Firstly, we harvest each fruit from dedicated locations around the world to make sure the quality is the very best. We then make specific blends of the best fruits from each harvest across every flavour to craft bespoke taste profiles. We use the whole fruit, including the juice and pulp, to deliver a full-bodied, authentic purée. There are no artificial flavours or preservatives, just real fruit in its most natural form.

Each batch then goes through a unique pasteurisation process, which delivers unmatched colour, taste, and texture. This process also ensures our purée pouches can be ambiently stored until they’re opened – and then they last for 10 days in the fridge.

We have an incredible variety of flavours – from classics like Passion Fruit, Strawberry, and Lemon, through to intriguing flavours like Pomegranate, Lychee, and Morello Cherry – so you know you can get creative with the range.

We also consistently benchmark each purée against five key sensorial attributes – appearance, aroma, flavour, mouthfeel, and overall liking – to ensure they always hit the mark and bartenders know they can trust us time and again.

WHAT PROCESSES HELP CREATE THE PRO PURÉES?

There are two processes which are key to our consistent quality…

Instead of traditional heat-based methods, we use OHMIC pasteurisation, which passes a gentle electrical current through the fruit. This heats it evenly and efficiently, minimising damage to colour, flavour, and nutrients. It’s better for quality and the planet too, as it’s much more energy efficient.

Once pasteurised, the purée is packed using aseptic cold filling. This process keeps the purée free from contamination or deterioration without the need for preservatives and locks in vibrant colour and flavour.

It might sound really technical but the main takeaway is that our processes are designed to make the best quality purées, locking in flavour without compromise.

HOW CAN THEY MAKE BARS MORE SUSTAINABLE?

As well as being top quality, our Pro Purées have many sustainable credentials:

• Our pouches are 25% lighter than traditional cartons, so less material is used and our transport footprint is lower.

• The pouches don’t need refrigeration until they’re opened, saving on energy costs.

• Once opened, the 10-day shelf life cuts down on unnecessary waste.

• We use the entire fruit, reducing waste – and any by-products are diverted to other industries like animal feed and cosmetics.

• We’re fully committed to a circular economy, with all packaging and raw materials recyclable.

• Finally, our No Time To Waste company initiative puts sustainability at the heart of our operations, with proactive plans to continuously reduce emissions, packaging and overall waste.

Reliable dishwashing performance for every challenge.

Maximum flexibility for mixed loads with our MasterLine fresh water dishwashers.

Short cycles and top-class cleaning results ensure that crockery is ready for use again in no time. Simplicity of operation and a broad range of programmes make MasterLine a most efficient member of the team.

SUSTAINABILITY

WE EXPLORE THE GROUNDBREAKING INNOVATIONS TAKING PLACE IN THE INDUSTRY, FROM B-CORP BRANDS TO ENERGY-SAVING VENUES.

Image courtesy of Marston’s

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SUSTAINABILITY DONE RIGHT

AS SUSTAINABILITY TAKES CENTRE STAGE IN THE HOSPITALITY INDUSTRY, BARS AND PUBS FACE INCREASING PRESSURE TO DEMONSTRATE GENUINE ECO-CONSCIOUSNESS. TO HELP VENUES AVOID THE PITFALLS OF GREENWASHING, WE HIGHLIGHT FIVE PRACTICAL AND EFFECTIVE STRATEGIES THAT DEMONSTRATE AUTHENTIC ENVIRONMENTAL RESPONSIBILITY.

TRANSPARENCY

In today’s environmentally aware world, vague claims like “we’re eco-friendly” no longer suffice. Bars must openly communicate the concrete sustainability measures they have implemented, as well as acknowledge areas that still require improvement. Whether it’s sourcing seasonal, local organic ingredients, drastically cutting down single-use plastics, or investing in energy-efficient lighting and appliances, sharing these specific actions builds trust with patrons. Transparency not only boosts credibility, but also encourages customers to engage, ask questions, and feel a part of the journey toward greener operations.

SET CLEAR, MEASURABLE GOALS

Ambiguous or lofty sustainability promises can quickly erode trust. Instead, set tangible, achievable targets that can be monitored over time. For instance, commit to reducing water consumption by 20% within the next 12 months, or to phasing out all plastic straws by a specified deadline. Regularly tracking and publicly reporting progress fosters a culture of accountability, also showing customers that the venue’s commitment is rooted in real action, not just marketing rhetoric.

CHOOSE AUTHENTIC CERTIFICATIONS

Partnering with respected environmental certification bodies adds an essential layer of credibility. Organisations such as The Sustainable Restaurant Association, Net Zero Now, Green Key, Greengage Solutions or regional green business programmes conduct independent audits that validate a venue’s eco-friendly initiatives. Displaying certification logos should be a reflection of genuine compliance with rigorous standards, helping bars avoid accusations of exaggeration and reinforcing their sustainability credentials to customers and industry peers alike.

ENGAGE STAFF AND CUSTOMERS

Sustainability should be woven into the fabric of a bar’s culture, not relegated to window dressing. Training staff to understand and embody sustainable practices ensures they can confidently communicate the venue’s efforts and contribute innovative ideas. Meanwhile, engaging customers through initiatives such as discounts for using reusable cups or hosting eco-themed events creates a shared sense of purpose. When everyone – from team members to patrons – participates actively, sustainability evolves from a marketing tool into a vibrant community movement.

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FOCUS ON LONG-TERM IMPACT

While adopting quick fixes, like switching to paper straws or sharing recycled content on social media, can generate short-term buzz, they risk being perceived as superficial if broader operations remain environmentally harmful. True sustainability requires investing in long-term strategies such as comprehensive waste reduction systems, energy-efficient appliances, sustainable ingredient sourcing, and ongoing staff education. By prioritising consistent, deep-rooted change, bars can avoid greenwashing pitfalls, and cultivate lasting environmental benefits that resonate with customers and communities alike.

GREEN HOSPITALITY

WE HEAR FROM THE BRANDS AND VENUES LEADING THE CHARGE IN ENVIRONMENTAL RESPONSIBILITY.

In an era where environmental responsibility is becoming increasingly vital, the bar and hospitality industry is stepping up to the challenge. This article explores how innovative bar venues and prominent drinks brands are redefining sustainability within their spaces and operations. By embracing zero-waste cocktail programmes, creating energy-efficient environments and sourcing ingredients with the planet in mind, these trailblazers prove that eco-conscious practices can go handin-hand with exceptional hospitality and smart business growth.

At the foundation of many sustainability successes is data, and few understand this better than Nutritics. Claire Chalmers, Chief Revenue Officer, explains that sustainability has evolved from a nice-to-have into a business-critical imperative. “It’s not just ethical anymore; it’s essential,” she says, citing research showing that 41% of consumers now factor sustainability into venue choices.

Nutritics empowers hospitality operators to make smarter, greener decisions by optimising everything from recipe management to food safety. By working with chefs—including a recent collaboration with Aramark – they’re helping venues deliver lower-carbon menus without compromising on quality or taste.

SUSTAINABILITY

She continues, “Nutritics’ technology can be used to drive efficiency without losing the personal touch that defines the hospitality industry. By using data and insights to optimise operations, businesses can plan and serve quality, profitable food, safely, consistently and sustainably.

“Digital solutions can also be leveraged as a tool to increase transparency and control over the supply chain, so operators can identify carbon pinch points quickly and find cost-saving opportunities – all without compromising guest experience and satisfaction.”

This data-driven approach not only improves operational efficiency but also helps overcome the long-held belief that sustainability is too complex or costly. And while AI and analytics play a key role, Chalmers reminds us that real progress is powered just as much by passionate people as by technology.

“While automation has its place, the human element remains essential in hospitality, and technology should be used to enhance, not replace, that connection,” she explains. “We work closely with chefs in this mission to deliver a thriving food operation that is both profitable and sustainable. We’re also working to drive education and training. Our work with Aramark chefs is an example of this, where we focused on redesigning menus to reduce carbon footprint whilst maintaining quality and taste.

If Nutritics is helping hospitality go green from the back-end, Everleaf is championing change on the front lines, one cocktail at a time. The brand partners directly with bars to provide granular sustainability insights, from glass weight to carbon emissions, enabling more transparent and responsible choices behind the bar.

However, their efforts go beyond metrics. Everleaf brings hospitality professionals closer to the natural world they serve, hosting guided walks and canal trips that cultivate a deeper appreciation for biodiversity. This experiential advocacy strengthens the connection between sustainability and service.

With rising interest in certifications like B-Corp and growing visibility for eco-friendly menu items, Everleaf sees momentum building fast. Paul Mathew, Everleaf’s Founder shares, “We’re seeing interest grow each year, with lots of venues putting out special menus or holding events for B-Corp month earlier this year (including Blacklock and Bingham Riverhouse for example), and others calling out brands with good sustainability credentials in their drinks lists for customers to see.”

Looking to the future, Paul believes sustainability credentials within the industry will continue to grow, as sustainability and efficiency go hand-in-hand.

“Hospitality is in a challenging place at the moment, squeezed from all directions, but fortunately sustainability and efficiency

often go hand-in-hand, so I’m sure we’ll see a lot of positive change driven by systems that reduce food waste, energy use and packaging waste.

“For all the current challenges, I hope things like the EPR scheme will also eventually bring positive change to how we deal with waste,” he adds.

That balance between efficiency and elevated experience is embodied by the Lobby Bar at One Aldwych. As the only fivestar hotel in London with B Corp certification, One Aldwych has embraced a bold mission: to prove that premium experiences and sustainability can not only coexist but enhance one another.

At the forefront of this philosophy is Assistant Lobby Bar Manager, Gosia Krok, who shares how the Lobby Bar operates with environmental integrity as its guiding principle. “Every detail is intentional,” she explains. From biodegradable cocktail straws to carefully chosen Fairtrade ingredients, the team is meticulous about sourcing and sustainability.

A core part of the bar’s ethos is working closely with small, independent producers such as Pod Pea Vodka and Tillingham Winery. These local partnerships don’t just support the UK’s artisanal economy, they also significantly reduce carbon emissions by cutting down on transportation. “Sustainability also means reducing waste and prioritising reusability,” says Gosia. “All our glassware and utensils are either reusable or biodegradable, and we’ve eliminated single-use plastics entirely. From cocktail straws to garnishes, everything is chosen with the planet in mind.”

Training is a cornerstone of this eco-conscious culture. The bar team is continuously educated on sustainable practices, from ingredient sourcing to energy use and waste separation. Encouraging staff to contribute ideas and take ownership of sustainability goals has led to a deeply embedded, team-wide commitment to eco-friendly innovation.

Behind the scenes, operational sustainability is equally rigorous. Smart systems are embedded into the hotel’s infrastructure, from LED lighting and timed appliances to a vacuum drainage system that reduces water use by a remarkable sevenfold. Daily energy, water, and gas readings are input into Conserve, a bespoke carbon footprint monitoring system. This tool calculates energy usage per room and helps the hotel track progress against its annual goal of reducing energy consumption by 5%.

The Lobby Bar’s environmental efforts also extend to its beverage partnerships. One Aldwych collaborates exclusively with suppliers who demonstrate a tangible commitment to sustainability. Among them are Sipsmith and Champagne Bollinger—both B Corp certified—who are lauded not just for the quality of their drinks but for their transparent, low-impact production methods, from regenerative farming to carbon-neutral distilling and eco-friendly packaging.

But can luxury truly be maintained alongside such rigorous sustainability measures? At One Aldwych, the answer is an emphatic yes. “Balancing sustainability with exceptional service is central to our ethos,” says Gosia. “We select products that meet

Any colour you like Literally

ColourWash allows full customisation of our Advantage Range dishwashers’ and glasswashers’ exterior panels, sprayed to any RAL or Pantone colour designation. And that’s not all. You can also choose between a matt or gloss finish to give you as much or little sheen as you desire.

both our ethical standards and our high-quality expectations. Whether it’s spirits, glassware, or garnishes, nothing is chosen at the expense of the guest experience.”

This philosophy is paying off. Guest feedback has been overwhelmingly positive, with many visitors taking a genuine interest in the hotel’s sustainability story. Staff are trained to share details about the eco-conscious brands and practices behind the menu, creating a richer, more connected guest experience. “Our guests are more informed than ever,” Gosia adds. “They appreciate our transparency and authenticity—it builds trust.”

Looking to the future, the Lobby Bar is preparing to launch one of its most ambitious projects yet: a zero-waste cocktail menu. Each drink will be crafted from locally sourced, seasonal ingredients, including components typically considered waste— think citrus peels, herb stems, and fruit offcuts transformed into syrups, infusions, and garnishes. This initiative aims to reduce carbon emissions while unlocking exciting new flavour profiles through creative mixology.

At the same time, the bar continues to expand its range of sustainable wines and spirits, prioritising partnerships with producers who practice environmental stewardship. “Our aim is to lead by example,” Gosia explains. “We want to demonstrate that environmental responsibility doesn’t limit creativity—it drives it.”

So, what advice does One Aldwych offer to other bars aspiring to go green?

“Start small, but start now,” says Gosia. “Don’t be intimidated. Begin by reviewing where you’re using the most resources and where you can cut waste. That could mean switching to reusable straws, composting garnishes, or choosing local suppliers. Involve your team and do your research—it’s a journey, not a checkbox.”

She concludes with a firm reminder: “Sustainability isn’t a trend—it’s the future of hospitality. And even the smallest changes, when made consistently, can add up to something transformational.”

In a city where luxury often comes at a cost to the planet, the Lobby Bar at One Aldwych is proving there’s another way forward. By putting the planet on par with the guest, they’re not just raising the bar—they’re redefining it.

From tech-driven platforms to purpose-led cocktails and large-scale circular systems, these stories make one thing clear: sustainable hospitality isn’t a luxury – it’s a necessity. Each example shows how the industry is learning to tread more lightly while still delivering unforgettable experiences.

While the strategies vary, the message is consistent: Every step counts. Whether it’s composting citrus peels, embracing AI for carbon tracking, or educating guests about ethical sourcing, every small action contributes to a more resilient, regenerative future.

WHICH WATER FORMAT?

EVERY WATER CHOICE MAKES AN IMPACT—EXPERTS FROM BELU SHARE HOW TO CHOOSE THE MOST SUSTAINABLE ONE FOR YOUR BAR OR PUB.

At Belu, when it comes to water, we’re experts. With over 20 years supplying bottled mineral water, filtration systems, and more, we’re often asked by pub and bar teams: “What’s the most sustainable way to serve water?”

Our answer? It depends (it really does.)

Making the right water choice goes beyond comparing carbon footprints. Your decision can impact your environmental credentials, customer loyalty, and bottom line. Whether you’re running a gastropub, city centre bar, or traditional local, the best solution depends on your specific setup.

Start by considering your current offering. Are you serving imported bottled water? Switching to UK sourced instantly reduces your carbon footprint. Can you combine bottled water with a filtered system? This reduces waste and transport emissions. Check your suppliers’ sustainability credentials – they should be easy to spot on their packaging and website.

Here’s a rundown of some of the options available:

GLASS BOTTLES

Glass delivers a classic, premium feel. It’s infinitely recyclable and you can seek out UK-made bottles containing recycled material. Belu glass bottles are made with at least 40% recycled material and have been light-weighted to reduce production intensity and transport emissions, whilst being easier for teams to lift.

Glass is however, energy-intensive to produce and heavy to transport. While the UK’s glass recycling rate is high at just under 75%, a significant amount still reaches landfill. The key is

choosing UK sourced brands that use recycled content, and lightweighted glass if possible. Long term, innovations like leading glass manufacturer Encirc’s trial of alternative fuels could make glass the most sustainable option.

RECYCLED PLASTIC BOTTLES

For busy bars and grab-and-go service, lightweight plastic bottles are practical. While 65% of people use refillable bottles1, many forget them or need water when refill stations aren’t available. UK plastic bottle recycling exceeds 70%, and producing bottles from 100% recycled material (rPET) uses 75% less energy than new plastic.

Our Belu plastic bottles are 100% rPET*, blown and filled at our Welsh mineral water source – not imported. Our caps are virgin plastic (an industry-wide limitation we’re working on) but they’re not coloured so are better for recycling. Transportation carbon footprint is much lower than glass, and rPET production is significantly less energy-intensive too.

CANNED WATER

We’ve thoroughly researched cans, partly because we’re just about to launch our own canned water. Whilst in the past we have been sceptical about cans’ sustainability credentials, we’ve changed our perspective as production processes are improving. Cans are fully, infinitely recyclable, with a rate of 81% in the UK2 2023. Remarkably, 75% of all aluminium ever produced remains in circulation.

Our lightweight 330ml cans have a 33% lighter CO2

© ZodeeMedia Veerle Evens

footprint than standard cans and are stackable and compact for storage. However, cans have a higher carbon footprint than rPET bottles and aren’t actually plastic-free due to necessary plastic linings. Look for ‘BPA Free’ options, because BPA is thought to pose potential health concerns. In addition, limited UK can manufacturing means transportation within supply chains can be intensive. Virgin aluminium mining is disruptive for the surrounding environment and communities, so that is a good reason to choose cans with as high a quantity of recycled material as possible.

CARTONS

Cartons are practical, but present recycling challenges. Made from layered paperboard, aluminium, and polyethylene, they can be difficult to process. While 64% of UK councils collect cartons, UK reprocessing is limited, handling just 40% of UK manufactured cartons.

Rather than creating new cartons, materials typically become paper (paperboard) or are used cement industry (polyethylene/ aluminium). If half of 2023’s plastic water bottle usage had been cartons instead, it would have created 98,141 tonnes of lowquality waste – enough to fill almost 9,000 bin lorries. Plastic bottles however can become new rPET bottles in a truly circular system.

BIO-PLASTIC

Plant-based bio-plastics are planet friendly in theory, but raise questions. The majority of bottled water’s carbon footprint comes from the production of the packaging (still notable for Bio-plastic), and bio-plastics are largely manufactured outside the UK, increasing emissions from transport.

Disposal is problematic. You can’t home compost because bio plastics require commercial composting facilities, and UK infrastructure is extremely limited. Most councils don’t accept compostable plastics in food/garden waste, meaning bottles often go to incineration or landfill. They may also contaminate plastic recycling if incorrectly disposed of, and research suggests

improper breakdown conditions can create microplastics. Bioplastic may become revolutionary, but there’s still work to be done.

FILTRATION

Filtering water and serving in reusable containers eliminates single-use packaging, offering the lowest waste and carbon footprint compared to packaged alternatives. Filtration machines carry upfront manufacturing carbon costs, but suppliers are steadily improving sustainability through energy-efficiency.

Over time, carbon emissions per litre from filtration are significantly lower than bottled alternatives. Filtration is costeffective and can still drive revenue through hot, chilled, still, or sparkling water options.

BUY SOCIAL

Choosing social enterprises creates positive impact and inspiring stories that boost team engagement and customer advocacy. Belu is a social enterprise investing 100% profit in changing the way the world sees water, supporting UK water stewardship, carbon reduction, and giving all net profits to WaterAid.

THE BOTTOM LINE FOR YOUR VENUE

There’s really no universal one-size fits all sustainable water solution. Many venues combine formats – filtration for back of house, mineral water in glass for bars, rPET for takeaway service. The key is optimising sustainability policies while ensuring teams have what they need to deliver excellent customer service.

At Belu, we help find the best water solution for your business, meeting sustainability goals, budget, and customer expectations.

Contact us: hello@belu.org

*Not the cap or label – yet.

1 wrap.ngo/resources

2 www.citytosea.org.uk/attitudes-towards-refill-and-reuse-in-the-uk

© ZodeeMedia WaterAid / Fabeha Monir

SUSTAINABILITY

POURED WITH PURPOSE

SUSTAINABILITY IS RESHAPING THE WINE INDUSTRY, AND LANCHESTER WINES IS LEADING THE CHARGE. FROM VINEYARD PRACTICES TO LIGHTWEIGHT PACKAGING AND RENEWABLE-POWERED BOTTLING, CARBON INSETTING IS DRIVING REAL CHANGE—GIVING BAR OPERATORS THE CHANCE TO SERVE WINES THAT ARE AS SUSTAINABLE AS THEY ARE DELICIOUS.

Sustainability is no longer an afterthought in the wine trade; it’s a driving force behind innovation. The transition from carbon offsetting to carbon insetting is reshaping the industry, influencing how wine is produced, packaged and transported. For bar operators, this presents an exciting opportunity to curate a wine list that aligns with ecoconscious values.

Unlike offsetting, which compensates for emissions elsewhere, carbon insetting focuses on reducing environmental impact within the supply chain itself. It starts at the vineyard with organic farming, water conservation and biodiversity efforts, but extends to logistics, packaging and energy use.

At Lanchester Wines, sustainability is integral to our operations. Since 2011, we’ve invested over £13 million in renewable energy, including wind turbines, solar panels and cutting-edge geothermal heat pumps. Our North East facilities are powered predominantly by renewables, setting a benchmark for sustainable practices in the wine sector.

Consumers are increasingly drawn to businesses that champion sustainability. By offering wines with a lower environmental impact, bars and restaurants can appeal to eco-conscious customers while actively reducing their own footprint.

Sustainability in wine isn’t just good for the planet—it’s good for business.

RETHINKING PACKAGING: LIGHTER, SMARTER, GREENER

Packaging plays a crucial role in reducing carbon emissions. At just 300g, the Verallia Bordelaise Air is the world’s first super lightweight wine bottle, made with 30% recycled glass. Lanchester Wines pioneered its use in the UK, cutting CO₂ emissions by 25% compared to traditional 400g bottles. This innovation removes 3.2 tonnes of glass weight per 24,000 litres of bulk wine bottled, making a tangible difference.

BULK SHIPPING: A LOWER-CARBON SOLUTION

Transport is another area where sustainability gains can be made. Almost half of our wines arrive in bulk, reducing transport emissions by around 38% compared to shipping in bottles. Bottling at our sister company, Greencroft Bottling—powered mainly by renewables—further minimises our carbon footprint.

For more information, please visit www.lanchesterwines.co.uk

ROOTED IN RESPONSIBILITY

PAUL MATHEW, EVERLEAF FOUNDER, SHARES HOW THE BRAND’S B-CORP CERTIFICATION REINFORCES ITS COMMITMENT TO SUSTAINABILITY — FROM SOURCING BOTANICALS RESPONSIBLY TO SUPPORTING BIODIVERSITY — AND WHY IT MATTERS TO MINDFUL DRINKERS TODAY.

WHAT DOES BEING B-CORP MEAN TO EVERLEAF AND ITS CONSUMERS?

From the perspective of our consumers, I think it’s one of the independent pieces of evidence we have that means they know they’re making a good choice. It’s a green tick that lets them enjoy a delicious drink in the knowledge that it fits with their values too.

For us, it’s been an essential tool for making sure we’re thinking about all parts of our business in the right way. From reducing our carbon footprint (with operational benefits), to how we choose our suppliers and agencies, where we source everything we use, to our impact on biodiversity, and even how many days in nature we can offer to the bartenders we work with (one of our core KPIs)!

HOW ESSENTIAL WAS A B-CORP CERTIFICATION IN THE EARLY VISIONS OF THE BRAND?

Passion for the environment and plants in particular came firstI’m a conservation biologist, and worked on plant conservation for the first part of my career. Even the name Everleaf came from wanting our wonderful plants to be around forever, celebrating that lush world of leaves!

Just claiming to be “sustainable” wasn’t enough, thoughpeople rightly challenge this, and greenwashing is rife. The B impact assessment is one of the most recognisable and trusted certification schemes out there, and we’re excited to have just started our recertification journey using the new updated standards, which have strengthened things further. It’s also helped us enormously, identifying areas to improve that we weren’t even thinking about initially.

FROM YOUR PERSPECTIVE, HOW ARE GUESTS AND DRINKERS INCREASINGLY PRIORITISING ENVIRONMENTAL RESPONSIBILITY?

We’re all increasingly aware of the impacts of what we do, and like to make choices (however small) to nudge that in the right direction. Picking Everleaf isn’t going to change the world, but it might well appeal to someone who is also having a no/low abv option for similar reasons of marginal gain and positive decisionmaking.

I love how many bars are now including notes around sourcing and the brands they work with as part of their own approach to

sustainability. We were delighted to be on lots of special drinks lists to celebrate B-Corp month earlier this year, too, for example.

HOW DOES EACH EVERLEAF APERITIF BLEND QUALITY AND COMPLEX FLAVOURS WITH SUSTAINABILITY?

The names—Marine, Mountain, and Forest—are meant to immediately evoke the natural world. From there, I’ve carefully selected plants to reflect the richness and complexity of each biome, whether that’s seaweed, Calabrian bergamot and sea buckthorn in Marine, Japanese cherry blossom, strawberry and rosehip in Mountain, or saffron, vanilla and orange blossom in Forest (along with many more) – we use 50 plants in all.

That’s then connected to sustainability through three branches, how we source them – for example sustainably grown vanilla, and hand-harvested Irish Dulse – how we work with them –B-Corp, offsetting the carbon footprint of Forest with forest offsets, Mountain with mountain and Marine with marine projects – and finally, how we give back to plant conservation with partnerships with the charities Plantlife and Fauna & Flora, where I used to work.

Making better choices, sourcing carefully and looking after plants all help to make Everleaf taste great too, so it’s definitely one of those win/win situations!

everleafdrinks.com

THE LIQUEUR ON EVERYONE’S LIPS

SPAIN’S BEST-KEPT SECRET IS TAKING THE UK BY STORM. FROM VIRAL BABY BEER SHOTS TO COCKTAIL MENUS AT TOP BARS, LICOR 43 IS FAST BECOMING THE GOLDEN GO-TO FOR DRINKERS AND BARTENDERS ALIKE — AND ITS RISE SHOWS NO SIGNS OF SLOWING.

Have you heard of Licor 43? The golden ingredient behind one of the UK’s hottest shot trends might be a secret recipe, but it’s anything but a secret in the UK bar scene.

The world’s fastest growing premium liqueur has been Spain’s biggest spirit and liqueur export for years, but it’s rising to fame in the UK in the form of a shooter, layering Licor 43 with cream liqueur.

Whether you call it a Baby Lager, a Baby Beer or even a Mini Beer, the creamy vanilla layered shot has risen to fame in the trade. It’s now available at over 4500 venues - including Stonegate and Revolution.

Long gone are the days when Licor 43 was a Spanish holiday souvenir picked up at Duty Free. Since Manchester-based distributor Paragon Brands took on Licor 43 in April 2024, they have leveraged changing tastes, where shots that were once a ‘penance’ are swapped for something delicious, aesthetic and moreish.

Almost half the nation (49%1) prefer shooter shots over traditional shots, due to the taste and Instagram-worthy nature.

The Baby Beer’s tiny stein glass has made it a hit on social media, racking up over 1.4 million social media interactions. Adding a Baby Beer to a layered shot menu has also seen shooter sales increase by 34%2

5 TIPS TO IMPROVE SHOOTER SALES

1. Create aesthetic ‘Instagrammable’ shooter serves.

2. Offer added value in the form of glassware and point of sale.

3. Offer deals on shooters to incentivise purchase.

4. Offer a variety of shooters to cater for demand.

5. Maximise liquid on lips, offering sampling at key occasions to encourage rate of sale.

Although the Baby Beer might lead this trend, the demand for new and creative shots doesn’t stop there. Nightcap’s Tonight Josephine created a Hotel Chocolat floater for the liqueur, and numerous independents have also put their twist on the shooter, from layers of tequila cream to coffee and condensed milk. Its versatile flavour profile can just as deliciously be sipped in a long drink too. Top 50 bar Viajante 87 has created its own twist on the Carajillo (Licor 43 and espresso) alongside its Horchata Colada, and the Alchemist’s smoky Pipe Dream or indulgent Brulée Vous are menu staples at its 23 sites.

Licor 43’s reputation as the bartender’s golden ingredient has cemented some notable names behind it, with internationally

recognised Danil Nevsky, Millie Tang and Chris Leavitt bringing the brand to life in talks at Bar Convent Berlin and leading the Licor 43 afterparty.

The Baby Beer has put Licor 43 on the map in the UK, with an easy way to get this liqueur on the lips of trade and consumers alike. With an ambitious sampling plan collaborating with venues and hitting huge consumer hotspots, it is set to be the next big thing. But with the versatility of the product, the love affair with this golden liqueur has only just begun.

SHANGHAI BAR AT HUTONG

SHANGHAI BAR AND ITS SISTER RESTAURANT, HUTONG, OFFER MORE THAN SKYLINE VIEWS – THEY DELIVER A RICH, IMMERSIVE EXPERIENCE ROOTED IN NORTHERN CHINESE TRADITION. VIJAY SANAS, GENERAL MANAGER, SHARES MORE ABOUT THE INSPIRED COCKTAILS, ICONIC DISHES AND STUNNING SETTING THAT COME TOGETHER TO OFFER GUESTS SOMETHING TRULY SPECIAL.

High above the pulse of London, 33 floors up The Shard, sits a venue that offers more than a meal or a drink – it offers a story. Hutong and its companion, the Shanghai Bar, bring the flavours, philosophy and finesse of Northern China into a spectacular setting. With traditional décor, panoramic views, and a deeply creative approach to food and drink, it’s no wonder this iconic destination is a magnet for locals and international visitors alike.

The venue is inspired by the imperial palaces of historic Peking, and its interiors are rich with symbolism and craftsmanship: red lanterns, hand-carved ‘Moon Gates’ and antique Chinese furniture set the tone for a sophisticated, immersive experience.

But while the space is dramatic, it’s not just the setting that draws guests in. “While our stunning views draw guests in, it’s the food and drink that make them stay,” Vijay says. “Our cuisine

takes its inspiration from the dishes served in the imperial palaces of what was then Peking. Rooted in the “Lu school” cuisine of Shandong Province, it masterfully showcases the delicate flavours and unexpected delights of Northern Chinese cooking.”

The result? A bold, elegant menu featuring dishes like Red Lantern soft-shell crab, crispy de-boned lamb ribs, and the muchcelebrated Roasted Peking duck – “considered by many to be the finest in London.”

Nestled within Hutong is the Shanghai Bar – a venue within a venue, offering an experience all its own. Intimate and opulent, this cocktail bar is, as Vijay explains, “An exceptional spot for guests to begin or finish their evening, offering a cocktail selection influenced by ingredients traditionally used in Chinese medicine.

Each drink is aligned with one or more zodiac signs, creating

a personalised and playful guest journey. “Our cocktail menu is inspired by the five elements of Chinese philosophy – wood, metal, water, earth and fire,” Vijay explains. “It reflects the rich traditions of the Chinese zodiac, adding a unique touch to your experience.”

Take the Chinese Lantern, for example – a sweet, delicate cocktail designed for Oxen, Dragons, Goats and Dogs. Or the tropical and sour Caishen Spritz, crafted with Tigers and Rabbits in mind. For bolder palates, there’s the Casacino, a spicy expression made for Monkeys and Roosters, while the Jasmine Garden offers a bitter, smoky flavour perfect for Snakes and Horses. Those born under the signs of the Pig or Rat will savour the salty, nutty Coffee & Melon Martini.

“The storytelling of our cocktail menu brings something very unique to our bar offering,” says Vijay. “It’s playful and engaging. Our guests can truly dive into Chinese culture, learn about their own zodiac sign, and discover their taste preferences. Making guests part of the experience is a great way to make the offering an unforgettable moment.”

In a venue where the setting is already a major draw, the team knows the food and drink must rise to meet – and exceed –expectations. “Hutong sells itself due to its incredible location and views, however, the food and drink offerings need to equally meet high standards and delight guests,” Vijay tells us.

That’s where constant innovation comes in. Vijay explains, “Our team constantly refines and innovates the cocktail menu by blending Northern Chinese influences with contemporary mixology. Each drink – like the Red Lantern or Dynasty Negroni – tells a story through flavour, ingredients and presentation.”

Seasonal updates, regular tastings and a tight collaboration between the bar and kitchen ensure everything is harmonised to Hutong’s standards. As Vijay states, “It’s not just about trends –it’s about crafting experiences that surprise and delight, but also stay authentic to who we are.”

A major part of Hutong’s magic lies in its service. “Efficiency

and accuracy stem from preparation, training and teamwork,” Vijay says. “At Hutong, our bar team is highly skilled and aligned through daily briefings, clear roles and ongoing development.”

This ensures every team member understands not just how to make a drink, but the story behind it –making for meaningful and knowledgeable guest interactions. Vijay shares that, “Strong synergy between front and back of house ensures smooth service, even at peak times. There’s no single recipe for success –just a shared commitment to excellence and the details that make it possible.”

As customer tastes evolve, so too does Hutong. “We’re seeing guests becoming more adventurous and experience-driven in their drink choices,” says Vijay. “They’re eager for bold, Asianinspired flavours, low or no-alcohol options and cocktails that spark conversation.”

The bar has embraced ingredients such as Sichuan pepper, oolong tea, and house-made infusions –creating a menu that’s both rooted in heritage and forward-thinking. “Guests are also more conscious about sustainability and provenance,” Vijay adds, “prompting us to incorporate mindful practices in both sourcing and preparation.”

Hutong is already part of a global portfolio, with locations in New York, Hong Kong and London, but the ambition doesn’t stop there. This year, the team is doubling down on its experiential programming with Shanghai Socials – a stylish Thursday night concept featuring curated cocktails, exquisite food, and live DJ sets.

“It’s the perfect Thursday night out in London,” Vijay shares. “We wanted to create something unforgettable – where people can experience everything Hutong and the Shanghai Bar have to offer in one evening.”

From the design to the drinks, from the duck to the DJs, Hutong and the Shanghai Bar deliver on every front. It’s a venue where cultural authenticity meets cutting-edge creativity, all wrapped in one of the most jaw-dropping views in the city.

Pour all ingredients to a cocktail shaker over lots of ice. Shake well and strain into a chilled glass. Garnish with Banana Candies.

25ML TIA MARIA

25ML VODKA

25ML ESPRESSO COFFEE

10ML BANANA LIQUEUR

A SPOTLIGHT ON: APERITIFS & DIGESTIFS

WE SHINE A LIGHT ON THE GROWING CATEGORY OF PRE- AND POST-DINNER SERVES.

SAVOURING THE MOMENT

WE EXPLORE HOW OPERATORS AND BRANDS ARE REIMAGINING THESE TRADITIONAL PRE- AND POST-DINNER DRINKS — AND WHY THEY’RE BECOMING A MUST-HAVE ON EVERY MODERN BAR MENU.

There’s a new energy surrounding aperitifs and digestifs, the traditional pre- and post-dinner drinks that have long been cherished across Europe but were, until recently, underappreciated on British menus. Now, these drinks are stepping into the spotlight. Operators across the UK on-trade are seeing demand rise, driven by a mix of nostalgia, innovation, wellness trends and a desire for elevated experiences.

“Aperitivo hour is a long-standing Italian tradition,” says Aiste Valiukaite, Trade Marketing Manager at Disaronno International UK. “It typically takes place before dinner and involves something like a light drink and some nibbles. It’s a huge part of Italian

cocktail culture and you’ll find it all over the country.” But what’s different today is how this ritual has been adopted and adapted in the UK.

“People are becoming more mindful of their alcohol intake, which is fuelling the rise of longer, lower-ABV serves,” Aiste continues. “These drinks not only provide a refreshing, slowsipping experience but also deliver great value for money.”

That observation is echoed by Roxana Stoica, Restaurant Manager at Nessa. “Recently, guests are not going so much for a heavy drinking experience,” she explains. “Hospitality has changed – before, British Aperitif might have been a selection

A SPOTLIGHT ON: APERITIFS & DIGESTIFS

of Champagnes, followed by a bottle of wine at dinner and sweet wines for dessert. We’re seeing a change away from heavy alcohol volumes, guests are leaning towards lighter drinking, with an eye on balance, blend and functionality in what they consume.”

Floriano Cubeddu, Head of Bars at Maslow’s 1 Warwick, Nessa and Yasmin, venues including Nessa, agrees, “I think it is about reinvention, especially in how we present new tastes and trends to guests as part of the dining experience.” He points to their signature Cuppa G&T — a rose and bergamot-infused serve using Italicus and elderflower — as one example of their own take on modern aperitif culture.

“While it shines as a pre-dinner aperitif, it’s versatile enough to enjoy any time of day and any season,” Floriano says. “It was inspired by a desire to elevate the familiar G&T with layers of botanical elegance, essentially, a ‘cup of comfort’ with a sophisticated edge.”

Shining a light on Spritzes – a rapidly growing movement –Chris Jones, Managing Director at Paragon Brands explains, “They offer an elegant, colourful, lower-ABV drink option — and variations like lemon spritzes using limoncello have broadened the market and given drinkers more flavour options to explore.”

Paul Mathew, Founder of Everleaf, agrees that the spritz is a powerful gateway into the category: “Aperol has done a great job teaching people about the spritz and the aperitif moment. Fifteen years ago, these were what your grandmother had; now everyone understands the occasion.”

That increased understanding is allowing venues to cater

to both seasoned connoisseurs and curious newcomers. “Connoisseurs want to see what new and innovative brands have to offer,” Mathew continues, “while newcomers are embracing continental café culture with an aperitif outside, drinking less, but earlier in the day when they want something delicious and lower in ABV.”

Giuseppe Gallo, Founder & CEO of Italicus, Savoia & ItalSpirits, agrees that this balance of tradition and reinvention is exactly what’s keeping the category so dynamic. “Traditional brands are very well established and are enjoying a second golden age,” he says. “At the same time, new brands are introducing unusual flavour profiles and a focus on natural ingredients. This interplay between respecting tradition and embracing innovation is what keeps the category evolving.”

For guests who are looking for a more contemplative drinking experience after dinner, digestifs — especially aged and premium spirits — are stepping up.

“Historically, digestifs have been led by darker, heavier spirits and connected to a sense of reward and decadence. Now, there’s much more choice for this moment and consumers are experimenting with different flavours, textures and taste profiles, from fruity, light and refreshing, to nutty, creamy and chocolateled liqueurs,” Chris reveals. “We’re seeing a trend for skipping dessert and replacing with a luxury spirit to enjoy leisurely after a meal. This is where premium spirits and liqueurs really shine so it’s key to ensure your customers know their options for an afterdinner tipple.”

Gavin Troman, Spirits Category Manager at Booker, notes

that aged tequilas like Don Julio 1942 and Reposado styles are becoming especially popular as a luxurious, sipping-style drink for the after-dinner moment. “These aged tequilas offer complex, rich flavours that are best enjoyed on their own or over ice, making them particularly apt for the digestif moment. Consumers enjoy exploring the variations of aroma, flavour, texture –especially if it’s a drink they cannot easily purchase for at-home consumption. Sipping tequila in this way allows the drinker to appreciate the craftsmanship of the drink and gives the aromas and flavours time to evolve in the glass.

“Plus, tequila’s agave plant base contains high levels of inulin, which can promote healthy digestion,” he adds.

This connection to wellness and natural ingredients is vital, especially for younger drinkers. “People are trying to eat and drink more plants,” says Mathew of Everleaf, “as well as cutting down on things they know are bad for them, like alcohol. Above all, they want something delicious to drink while socialising with friends — low- and no-ABV aperitifs fit this perfectly.”

Giuseppe agrees, “Younger consumers are much more mindful of what they eat and drink. There’s a strong shift towards lowerABV options and ingredients that are perceived as more natural and balanced. Increasingly, people are choosing quality over quantity — they want drinks that fit a more conscious, considered lifestyle.”

That thoughtful drinking extends to production, as Floriano observes. “One of the most exciting shifts we’re seeing is the focus on sustainability,” he says. “Producers are creatively

upcycling food waste, using surplus fruit and repurposing botanicals — it’s inspiring to see innovation driven not just by flavour but by a sense of responsibility to the planet.”

Everleaf reflects that ethos, too. “We’re not a ‘without’ brand or an NA extension — we’re made from the world’s most wonderful plants,” Paul explains. “And guests appreciate the link between sourcing sustainably and creating something delicious and distinctive.”

While interest in aperitifs and digestifs is on the up, Chris stresses that stories matter just as much as taste. “Consumers are buying more than a drink, they’re buying in to the story behind the brand and wanting to connect with the heritage, the people behind it, and support any ethical or sustainability practices,” he states. “For example, a brand made by female producers, one that that supports the environment, or one that has unusual production processes is sure to win hearts and minds and drive trial.”

Giuseppe underscores this, “Storytelling is absolutely key to building brand connection today. It’s about more than simply communicating the production process — it’s about creating an emotional link between the brand and the consumer. For ITALICUS, this is integral to the experience. From the history of the Rosolio category to the provenance of the ingredients and the artistry behind the bottle, every detail contributes to the story that resonates with both professionals and consumers alike.”

The practical takeaway for bars is clear. “The pre-dinner

drinks occasion is one that is booming in the UK,” says Jones of Paragon Brands. “And the early evening drinks mission is one that is well-established in European markets — it’s all about capturing that lower-tempo, informal time to meet up. It also commands a higher price point, bringing a sense of luxury and sophistication.”

Meanwhile, Gavin of Booker points to simple tactics that can help highlight the appeal of these drinks. “Simple POS like bar boards, mini menus or chalk displays — even a ‘Liqueur of the Month’ spotlight — can introduce new spirits and encourage trade-ups.”

Aiste agrees that the lighter spritz moment is an opportunity operators can’t afford to miss, too. “Spritz-style drinks account for one in ten cocktail serves now,” she says. “Since Covid, people want value for money — a drink they can nurse and appreciate. Our Limoncello Spritz is bright, refreshing, and a crowd-pleaser, and it hits that mark perfectly.”

For venues looking to capitalise, Roxana at Nessa advises investing in your team as much as your drink list. “Our daily team briefings are the perfect opportunity to train and connect creatively,” she says. “When you know the history behind a recipe — and can share that with a guest — it really enriches the experience. It’s part of our culture at Maslow’s to explore and discover together, and that makes all the difference.”

Whether it’s the refined bitterness of a traditional Italian spritz, the sustainable botanicals of a British non-alc or the luxurious richness of an aged tequila, the category of aperitifs and digestifs is brimming with opportunity. Bartenders and operators who embrace this diversity — and the stories that make each drink unique — can elevate their menus and offer guests a richer, more considered drinking occasion. The modern pre- and post-dinner drink is more than just a ritual; it’s a chance to surprise, delight and leave a lasting impression.

INGREDIENTS

• 50ml Limoncello

• 50ml Prosecco

• 10ml Olive Brine

• 100ml Sparkling Cloudy Lemonade

METHOD

Build all ingredients over cubed ice in a wine glass and garnish with Olive and Basil Leaf.

DIRTY LIMONCELLO SPRITZ

Floriano Cubeddu

LPM DUBAI

FROM THE GOLDEN GLAMOUR OF THE FRENCH RIVIERA TO THE HEART OF DUBAI, LA PETITE MAISON’S NEW DÉJÀ VU MENU REDEFINES STORYTELLING THROUGH COCKTAILS. TIBOR KRASCSENICS, GROUP BEVERAGE DIRECTOR, SHARES HOW LPM DUBAI BECAME THE LAUNCHPAD FOR A PIONEERING DRINKS EXPERIENCE – WHERE MEMORY, MIXOLOGY AND INCLUSIVITY CONVERGE.

LAUNCHED IN MAY, CAN YOU TALK US BRIEFLY THROUGH THE DÉJÀ VU MENU AND THE STORY BEHIND IT?

The South of France has always been at the heart of LPM’s soul. There is a lot of depth to the South of France and the new Déjà Vu menu is a love letter to the region – its timeless glamour and effortless sophistication. We looked to the golden era of the French Riviera, when icons like Brigitte Bardot and Grace Kelly turned the Côte d’Azur into a global symbol of style and freedom. The cocktails draw directly from that energy, blending nostalgic storytelling with modern craftsmanship. Each serve reflects a memory, or a muse, from the Riviera, reimagined through the lens of LPM’s expert mixology. We also wanted to introduce a mirrored menu, so that every guest could be a part of our mixology. The approach to this new

menu is unique – something that only belongs to us, and will hopefully inspire not only our guests, but our industry peers and team members as well.

DÉJÀ VU IS DESCRIBED AS AN IMMERSIVE JOURNEY. HOW IMPORTANT IS NARRATIVE IN MODERN MIXOLOGY, AND HOW DO YOU STRIKE THAT BALANCE BETWEEN STORY AND SERVE?

From my perspective, narrative is fundamental to modern mixology — it gives the serve depth and purpose. At LPM, every cocktail begins with a story; each ingredient is selected not just for taste, but for how it supports and enriches that narrative. With Déjà Vu, our goal was to craft an immersive journey where each drink educates, delights, and sparks curiosity. Achieving the

With Déjà Vu, our goal was to craft an immersive journey where each drink educates, delights, and sparks curiosity.

right balance is crucial; the story matters, but the serve must live up to it. One compliments the other — the narrative is the frame, and the cocktail is the art within it

THE MIRRORED MENU CONCEPT IS PIONEERING – BRIDGING THE GAP BETWEEN LUXURY, ADVANCED MIXOLOGY AND INCLUSIVITY. WHY WAS AN EQUAL FOCUS ON LOW AND NO ABV COCKTAILS IMPORTANT TO THE MENU’S LAUNCH?

At LPM, our low and no-ABV cocktails were never an afterthought — they’re crafted with the same care, complexity and storytelling as the alcoholic serves. The mirrored menu allows every guest to enjoy the full Déjà Vu experience, no matter their preference. It’s about inclusivity without compromise — proving that great drinks don’t need alcohol to be elegant or memorable.

WHY WAS LPM DUBAI CHOSEN AS THE DEBUT LOCATION FOR DÉJÀ VU; WHAT, IN YOUR OPINION, MAKES LPM DUBAI STAND OUT, BOTH FROM SURROUNDING COMPETITION AND WITHIN THE LPM PORTFOLIO?

LPM Dubai was the ideal and natural launchpad for Déjà Vu — a dynamic, forward-thinking location, where the team consistently pushes creative and operational innovation, consistency, and guest experience.

Having our core leadership team based in Dubai also made a big impact, allowing us to move quickly, run focused workshops, and numerous tastings, ensuring the launch was executed to the highest level.

LPM IS KNOWN FOR CONSISTENCY ACROSS ITS GLOBAL LOCATIONS; WHAT IS, IN YOUR OPINION, THE SECRET TO MAINTAINING SUCH A HIGH STANDARD OF BEVERAGE INNOVATION INTERNATIONALLY?

For us, it really comes down to having a clear vision and the right people, and staying connected. At LPM, we’ve built a culture that balances creativity with consistency — and that starts with teams who genuinely care about what they do and understand the heart of the brand.

Regular visits, training sessions and open communication keep us aligned across all our locations. We share ideas, learn from each other, and keep pushing to do better. That sense of connection is what helps us deliver the same high standard, no matter where in the world you are.

HOW DOES LPM DUBAI AIM TO CONTINUE TO EXCITE AND DELIGHT GUESTS, OFFERING UNPARALLELED EXPERIENCES THROUGH THE DRINKS OFFERINGS?

At LPM Dubai, every menu is a chance for us to tell a story and spark emotion — not just through flavour, but through the little details, the design, and the overall experience. We always aim to surprise and delight, whether it’s someone’s first visit or they’ve been coming for years.

We’re always curious, always creating — trying new techniques, playing with ingredients, and crafting narratives that keep things fresh, while staying true to the heart of LPM.

lpmrestaurants.com/dubai

DIRECTORY

HOSPITALITY ORGANISATIONS

Licensed Trade Charity www.licensedtradecharity.org.uk @ltcharity licensedtradecharity licensed-trade-charity

The Drinks Trust www.drinkstrust.org.uk @drinks_trust drinkstrust drinks-trust

The Spirit Lab www.spiritlablondon.com @spiritlab.academy spiritlablondon

BUSINESS

Beluga Vodka www.vodka-beluga.com @vodkabeluga belugavodka noblewoodgroup

Gordon & MacPhail www.gordonandmacphail.com @gordonandmacphail gordonandmacphail gordon-macphail

DeKuyper www.dekuyper.com @de_kuyper_cocktails dekuypercocktailsuk

Cult Furniture www.cultfurniture.com @cultfurniture cultfurniture

HEINEKEN www.heineken.co.uk @heinekenukcompany heinekenuknews heineken

McCain Foodservice Solutions www.mccainfoodservice.co.uk @mccainfoodserviceuk @McCainFoods_B2B mccain-foodservice-gb

Pernod Ricard UK www.pernod-ricard.com/en @pernodricard pernod-ricard

www.barmagazine.co.uk

Midland Snacks www.midlandsnacks.co.uk tayto-group-limited

PPL PRS www.pplprs.co.uk @ppl_prs PPLPRS pplprs

UKHospitality www.ukhospitality.org.uk

@ukhospitality

UKHospitality ukhospitality

Frobishers www.frobishers.com @frobishersjuices Frobishersjuices

Lanchester Wines www.lanchesterwines.co.uk @lanchesterwines lanchesterwines @lanchesterwines

Nelson www.nelsonwashonline.co.uk

Zonal www.zonal.co.uk ZonalRetailDataSystems zonaluk Koldbox www.koldbox.com @pentlandwholesale pentlandwholesale pentland-wholesale-ltd

Paragon Brands www.paragonbrands.co.uk @paragonbrands paragonbrands @paragonbrands