Belhaven Magazine Issue 7 - Nov-Dec 2023

ISSUE 7 / NOVEMBER - DECEMBER 2023

Rocking Rudolph set for 8th year as UK’s festive favourite p28

Festive season of opportunity p54

£1.5m Flint Eye and Level Head TV ads to drive sales p65

EVERYTHING YOUR VENUE NEEDS… IN ONE PLACE

Racing ahead Exclusive deals inside

Kelso Race Course hits full gallop post-pandemic

61

DEALS IN THIS ISSUE!

THIS PERIOD’S DEALS

NOVEMBER & DECEMBER PROMOTIONS BEERS, LAGERS & CIDERS

Deal 28

Belhaven Black Install Deal p50 Install Belhaven Black for a free keg, glassware and POS kit

Deal 1

Deuchars POS Deal p4 Buy 2x9G Deuchars for a free scratchcard Kit

Deal 34

Heineken Packaged 4+1 Free stock Deal p64 Buy 4 cases of selected HUK packaged brands and get 1 case

Deal 2

Greene King Bottled 3+1

of Heineken 0% free

Buy any 3 cases from the Greene King Bottled Range and get 1 case free p7

Deal 37

Asahi Super Dry Save £1 p66 Buy a case of Asahi Super Dry 330ml and get £1 off

Deal 8

Level Head & Flint Eye Install Deal p10 2 Free kegs and premium POS with new install of Level Head

Deal 39

or Flint Eye

Estrella Galicia Install Deal p70 Free 50L keg and branded glassware with Estrella Galicia install

Deal 9

Kopparberg 4+1 Free stock Deal p12 Buy 4 15x500ml cases of Kopparberg and get an 8x500ml case

Deal 40

free

Estrella Galica Packaged 2+1 Free stock Deal p70 Buy 2 cases of Estrella Galicia 4.7% or 5.5% Gluten Free and get a case of Estrella Galicia 0,0% free

Deal 12

Molson Coors Packaged 5+1 Free stock Deal p18 Buy any 5 cases from the selection and get a case of your

Deal 43

choice free

Henry Weston Install Deal p74 Free Keg and premium POS kit on all Henry Weston Vintage installs

Deal 13

Belhaven Best Install Deal p20 Install Belhaven Best for a free keg and POS kit

Deal 45

Guinness POS Deal p78 Buy 3 x 50Ltr / 5x 30L Guinness and get a Guinness festive POS

Deal 19

Greene King Keg 5+1 p26

kit free

Buy 5 x kegs from our range and get a 6th keg completely free Deal 49 Deal 20

Rocking Rudolph POS Deal p30

Yardbird POS Deal p84 Buy 2x9G of Yardbird Pale Ale for a free POS kit

Buy 1x9G, 2x9G or 4x9G of Rocking Rudolph for Macmillan Deal 54

POS kits

Rekorderlig 4+1 Free stock Deal p90 Buy any 4 cases of Rekorderlig and get 1 Free

Deal 22

Carlsberg Marstons Packaged Save £4 p36 Buy any 2 cases and get £4 off

Deal 56

Kopparberg Orange Ginger Beer Save £1.50 p94 £1.50 off per case of Orange Ginger Beer

Deal 23

Thatchers Free stock Deal p40 Buy 1 keg of Thatchers Gold and receive 1 free case of Thatchers Zero

PRODUCT DISCOUNTS NOW AVAILABLE

Discounts are reimbursed as account credit at the end of the promotional period

FOR ALL ORDERS PLEASE CONTACT OUR CUSTOMER SALES ON: 0345 607 5325 OR ONLINE AT CUSTOMERSERVICESDUNBAR@BELHAVEN.CO.UK

2

THIS PERIOD’S DEALS

NOVEMBER & DECEMBER PROMOTIONS Deal 57

Wolfpack Install Deal p96

Deal 24

Free 50L keg and POS kit with every install of Wolfpack Sesh,

Southern Comfort POS Deal p44 Buy 3x70cl of Southern Comfort and get 6 x Baubles

pilsner or lager Deal 25

Aperol Save £1 p44 Buy 1 bottle of Aperol. £1 off

SPIRITS Deal 26 Deal 3

Famous Grouse Save £6 p8

Pernod Basket 11+1 Free stock Deal p48 Buy any 11 from the selection and get 1 x 70cl Absolut free

Buy 4x70cl or 2x1.5L of Famous Grouse and Save £6 Deal 28 Deal 4

Courvoisier Save £3 p8

Loch Lomond Save £3 p48 £3 off selected 70cl bottles

Buy 2x70cl of Corvoisier and Save £3 Deal 29 Deal 5

Deal 6

Bacardi & Fever-Tree 4+1 Free stock Deal p52

Laphroaig Save £4 p8

Buy 4 x 70cl from the Bacardi range and get 1 case of Fever-

Buy 2x70cl of Laphroaig and Save £4

Tree Ginger Beer free Deal 30

Roku Save £4 p8

Bombay & Fever Tree 3+1 Free stock Deal p52 Buy 3 x 70cl from the Bombay range get a case of Fever-Tree

Buy 2x70cl of Roku Gin and Save £4

Ginger Ale free Deal 7

Sourz Save £4 p8 Buy 4x70cl of Sourz and Save £4

Deal 32

Whitley Neill 5+1 Free stock Deal p60 Buy any 5 selected bottles and get a Raspberry Rum Cream

Deal 16

Jagermeister Save £6 and free glassware p24

Liqueur free

Buy a case of Jägermeister and get a £1 off each bottle and a Deal 38

case of 40 shot glasses

Hi-Spirits Save £1 p68 £1 off selected bottles

Deal 17

Remy Cointreau Save £1 p24 Save £1 on selected bottles

Deal 46

Diageo Save £1 p78 £1 off on selected bottles

Deal 18

Remy Cointreau Save £2 p24 £1 or £2 on selected bottles

Deal 48

Jack Daniels POS Deal p80 Buy any 6 x 70cl Jack Daniels and get a free POS kit

Deal 50

Jura 10 Save £1 p86 £1 off on Jura 10 70cl

PRODUCT DISCOUNTS NOW AVAILABLE

Discounts are reimbursed as account credit at the end of the promotional period

FOR ALL ORDERS PLEASE CONTACT OUR CUSTOMER SALES ON: 0345 607 5325 OR ONLINE AT CUSTOMERSERVICESDUNBAR@BELHAVEN.CO.UK

3

BUY 2 X 9G AND GET A

SCRATCHCARD KIT 200 kits available

Kit includes: 200 X SCRATCHCARDS 10 X BEANIES 2 X A4 POSTERS 100 X DRIP MATS 1 X CROWNER

DEAL 1

*Promotion is available for deliveries 1st November – 31st December. To qualify for the scratchcard kit, 2 x 9g of Deuchars IPA must be purchased. Maximum of one deal per customer. Subject to availability.

Beanie hat and POS may vary to image shown. For Terms and Conditions of the promotion, please visit: www.greeneking.co.uk/competitions/deuchars-beanie-hat-promotion

THIS PERIOD’S DEALS

NOVEMBER & DECEMBER PROMOTIONS Deal 51

Whyte & Mckay 6+1 Free stock Deal p86

Deal 31

Buy any 6 x 70cl on selected bottles, get 1 x W&M Blended

Appletiser 4+1 Free stock Deal p60 Buy 4 cases get 1 free on Appletiser 275ml

Scotch Whisky free Deal 33 Deal 53

Smirnoff Save 90p p88

J2O 4+1 Free stock Deal p62 Buy 4 cases of J2O and receive 1 free case

90p off on selected bottles Deal 35 Deal 55

Bacardi Carribean Spiced Save £2.50 p92

Lucozade Save £1 p64 £1 off each case of 12x500ml

Buy Bacardi Caribbean Spiced get £2.50 off Deal 36 Deal 58

Edinburgh Gin 5+1 Free stock Deal p98

Cracker Save £2 p66 £2 off per case of Cracker Juices

Buy any 5 and get 1 free Deal 41 Deal 59

William Grant Basket Deal p98

Fentimans 4+1 Free stock Deal p72 Buy 4 cases and get 1 case of Victorian Lemonade free

Buy any 6 x 70cl from the range and get 1 x 70cl Sailor Jerry Deal 44

free

Red Bull 3+1 Free stock Deal p76 Buy 3 cases of Red Bull Energy or Red Bull Sugarfree and get a case of Red Bull Tropical free

WINE Deal 47 Deal 42

I Heart 8+1 Free stock Deal p72

Buy any 4 cases from the Fever-Tree range and get a case of

Buy any 8 cases of I Heart wines 12x187ml and get 1 case free

Mediterranean Tonic or Ginger Ale free Deal 52

SOFT DRINKS Deal 14

Coca-Cola Zero Save £3 p88 Save £3.00 per case of Coca-Cola Zero Sugar 330ml

Schweppes/Coke 4 + 1Free stock

Deal 60

IRN BRU 6+1 Free stock Deal p100 Buy 6 cases of IRN BRU and get 1 case of 330ml lemonade cans free

Deal 61

Simply Fruity 4+1 Free stock Deal p100 Buy any 4 cases and get 1 free

& POS Deal p22 Buy 4 from the selection and get 1 free and a perfect serve POS kit Deal 15

Fever-Tree 4+1 Free stock Deal p80

Monster 2+1 Free stock Deal p22 Buy 2 12 x 500ml Monster flavours & get the 3rd Free

Deal 21

Fruit Shoot 4+1 Free stock Deal p32 Buy any 4 cases of Fruit Shoot and receive 1 case of Fruit Shoot Orange Free

PRODUCT DISCOUNTS NOW AVAILABLE

Discounts are reimbursed as account credit at the end of the promotional period

FOR ALL ORDERS PLEASE CONTACT OUR CUSTOMER SALES ON: 0345 607 5325 OR ONLINE AT CUSTOMERSERVICESDUNBAR@BELHAVEN.CO.UK

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WELCOME

‘Tis the season to make lolly’

After another challenging year, the festive period presents the ideal opportunity to deliver a welcome footfall, sales and profits boost – and we’re here to help you do just that.

Key Dates: 5th November Bonfire Night 30th November St Andrew’s Day 24th December Christmas Eve 25th December Christmas Day 31st December New Year’s Eve

A very warm welcome to the latest edition of Value

As well as our permanent range of top-quality

for Venues which I hope you will find packed full

products like Belhaven Best, Belhaven Black,

of advice, information, support, news and more to

Deuchars and Maltsmiths, we are also able to offer

help you make the most of the exciting couple of

you a seasonal and limited-edition range through

months that lie ahead.

the Greene King Fresh Cask Releases programme.

I would urge you to consider stocking the Fireside

We are all too aware that while 2023 has been

Winter Ale and Abbot Reserve this winter and

a much-improved year for the trade, there have

I would also suggest that Rocking Rudolph is

still been many challenges to face, like the cost-

nothing short of a must-stock in November and

of-living crisis, rising energy bills, the new alcohol

December. It’s been the UK’s top-selling festive

duty system and more. Despite all of these, there

ale for eight consecutive years and we know that

are some positive signs out there and the festive

consumers love it!

period hopefully brings a great opportunity to drive what would be a welcome spike in footfall,

Hopefully many of you will also have seen our

sales and profits.

high-profile TV ad campaign for our premium beers, Flint Eye and Level Head. The £1.5m

The cost-of-living challenges that consumers

investment should help put these exceptional

face are clearly impacting upon their spend – but

beers front of mind for many consumers – and

there’s an upside. In broad terms, they are going

you should see the benefit in the till if you stock

out less often but when they do, they expect to

them.

have a great experience – which means quality drinks, quality food and great service, and they’re

The festive period is also a great time to grow

prepared to spend a little more to get it.

wine sales and a special feature in this issue gives you all the advice, data and insight you need to

When it comes to quality drinks, you can’t get

make sure your wine range will deliver for you this

better than Belhaven’s outstanding and award-

Christmas and beyond.

winning range of ales and we are blessed

WE’RE HERE TO HELP! FIND OUT HOW WE CAN HELP YOU SAVE MONEY AND DRIVE EFFICIENCIES WITH WORLD PAY! P79

6

in producing many of Scotland’s favourites.

I hope you enjoy the issue, and you find it inspiring

Belhaven beer drinkers are extremely loyal and

and useful. Most of all, I hope you enjoy fantastic

the festive period offers a great chance to appeal

trading over November and December.

to that audience as well as to bring new drinkers into the Belhaven fold.

Paul Downing

On Trade Sales Director, Greene King

www.valueforvenues.co.uk

Greene King and Belhaven Bottle Deal

BUY THREE CASES GET ONE FREE

DEAL 2

from this range CONTACT CUSTOMER SALES TO PLACE YOUR ORDER – GREENE KING: 0345 600 1799 BELHAVEN: 0345 607 5325

Promotion includes all bottled products shown here (12x330ml and 8x500ml) and is available for deliveries between 1st November to 31st December 2023.

Cheapest product free. Stock must be taken in one order. Maximum 5 deals per customer. Subject to availability. Speak to Customer Sales regarding specific bottle and case sizes.

GLUTEN FREE

LOW ALCOHOL

0.5% ABV – stock up now for customers seeking a healthier alternative in January!

FESTIVE CHEERS FROM FAMOUS G ROUSE FINES T L APHROAIG 10YO

BUY 4X 70CL OR 2X1. 5L

COURVOISIER VS 70 CL

BUY 2

SAVE £6

BUY 2

SAVE £4

SAVE £3

DEAL 3

DEAL 5

DEAL 4

ROKU CR AF T G IN

DEAL 6

SOUR Z ( ANY FL AVOUR)

BUY 2

BUY ANY 4

SAVE £4

SAVE £4

DEAL 7

Contents P13

Value for Venues Earn £600 with new Referrals Scheme.

P15

Scan The Anchor Ice Breaker campaign attracts new fans.

P17

Award Wins Belhaven Brewery adds to its trophy collection.

P19

News TV campaign set to drive premium beers sales.

P28

Lead Feature Number one festive ale Rocking Rudolph returns.

P34

Consumer Insight Key trends for Christmas unveiled.

P38

28

Customer Profile Racing ahead at Kelso Race Course.

P46

Customer Profile Dipton & District Working Men’s Club drives sales with new range.

P54

Christmas Beer Making the most of festive beer sales.

P59

46

54

Mix It Up Drive profits with mixers and soft drinks.

P65

TV campaign £1.5m media campaign to benefit venues.

P69

69

Range Freedom Wine grow sales and profits with wine this Christmas.

P75

Meet The Team Kathryn Chabowska Head of Buying in the spotlight.

P79

Money Maker Grow profits and drive efficiencies with WorldPay.

59

91

9

INSTALL LEVEL HEAD OR FLINT EYE AND GET:

TWO FREE & KEGS *

Brand New Beers, Centuries in the Making

PREMIUM POS KIT *

INCLUDES: GLASSWARE, BAR RUNNERS, BEER MATS, STAFF T-SHIRTS, LANYARDS AND BEER INFO CARDS. DEAL 8

SPEAK TO YOUR SALES DEVELOPMENT MANAGER TO DISCUSS ELIGIBILITY FOR YOUR VENUE. * Promotion available for new installs of Level Head or Flint Eye during

November and December 2023. New stockists only. One deal per customer per brand.

First free 30L keg and POS will be issued upon confirmed install of Flint Eye or Level Head. Second free 30L keg will be awarded after 8 weeks continuous stocking. Eligibility of venues will be confirmed by a Greene King Sales Development Manager. Point of sale items are subject to availability and may be substituted or delayed. 100 deals available.

Buy 4 cases of fruit cider and get a FREE case of Alcohol-Free or Spiced Blackberry DEAL 9

Keep your customers refreshed with the UK’s no.1 fruit cider

Check out Behind The Bar, our allnew trade website giving you the tools to drive sales of Kopparberg in your venue. Scan here to sign up for free.

T&Cs: Offer available 01.11.2023-31.12.2023. Offer includes 15x500ml cases of Mixed Fruit Tropical, Raspberry, Mixed Fruit and Strawberry & Lime. FOC case includes 1 X 8x500ml Mixed Fruit 0%, Strawberry & Lime 0% or Spiced Blackberry 4%. 700 deals available. Maximum 4 deals per customer. Greene King have the right to stop this promotion at any time. While stocks last.

Source: IRI 52 we 22/01/23, CGA 52 we 31/12/22.

VALUE FOR VENUES

Earn £600 of rewards for referring a new customer!

Value for Venues has launched a new referral scheme that allows existing Greene King and Belhaven customers to claim rewards worth £600 when they help a new customer experience the unique offer available through Value for Venues.

Greene King and Belhaven have unveiled an exciting

Refer a n ew freetr ade to us and earn grea customer t reward s.

1️Direct your sign up fo referral to our rm, via th e QR link below.

2️They si gn up an d ope King & Be lhaven tra n a Greene ding acco confirmin unt, g your de tails for th e referral.

3️Claim your Rew ard enjoy £50 0 as a than account credit k you, alo ng £100 hig ACCOUN T CREDIT h street v with a oucher!

£500

For more inf visit www. ormation & links to va or scan th lueforvenues.co.u the sign up page , e QR code k/custom er below

TERMS &

£100 HIGH ST RE VOUCHE ET R

CONDIT

IONS Greene Kin g will pay Voucher to any cur a reward of £500 credit to rent tradin becomes you g custom a new tra er who nom r trade account and din subject to g custom ina £100 Hig the full ter er h Street ms and con with Greene King tes another person Ltd, Westg wit when the ate Brewe ditions bel Nominee ry, Bury St ow. Promo hin six months of their Edmunds ter: Greene For full Ter IP33 1QT. King Brewin nomination, ms and Co g and Ret or visit ww nditions, ailing ple w.valuefo rvenues.co ase scan the QR code, .uk/custo mer

Financial Support & Business Advice

new scheme that rewards existing customers for helping introduce new customers to the unique offer

By helping introduce new customers and allowing them

available through Value for Venues.

to experience this unique proposition for themselves, you will earn rewards worth £600.

The new referral scheme means you can earn £500 account credit as well as a £100 high street voucher

Follow the QR code on this page for everything you

simply for helping a new customer sign up for a Greene

need to know to take part in the scheme.

King or Belhaven trading account. It’s that simple.

Then you can claim your £500 account credit and your Through Value for Venues, Greene King and Belhaven

£100 high street voucher. It couldn’t be easier.

offer a truly unique proposition incorporating the three pillars that underpin our Value for Venues vision:

Range Freedom Best in Class Customer Service

FOR MORE INFORMATION VISIT VALUEFORVENUES.CO.UK/CUSTOMER OR SCAN THE QR CODE

13

NEW STOCKIST DEAL

Install a Greene King Craft Keg BEER and recEIve:

FREE KEG POS KIT *

DEAL 10

Kit contains: 24 x Pint Glasses 2 x Bar Runners 100 x Dripmats Speak to your Sales Development Manager for more information or to arrange an install

*Promotion available for new keg installs during November and December 2023. 100 deals available per brand, one deal per customer. POS items are subject to availability and may be delayed or substituted with greater value items.

GREENE KING NEWS

Six o’clock is beer o’clock!

A recent Ice Breaker Pale Ale ‘Scan The Anchor’ competition helped bring new drinkers into the brand while a related study found that 6pm is the perfect time for a pint in a beer garden!

While the memory of busy beer gardens

A new survey of 2,000 British consumers

The research also revealed that consumers

may have receded somewhat as we edge

was carried out alongside the competition

can be very hesitant to try new drinks, with

towards winter, a recent consumer survey

and this found that an overwhelming 9

over half (55%) of people saying they try a

and competition helped introduce new

out of ten drinkers believe a drink tastes

new drink once every six months or less.

drinkers to Greene King’s Ice Breaker Pale

physically better when drank in a beer

The Scan The Anchor competition offered

Ale brand – and also found that, according

garden. The optimum time for a pint in a

them the perfect opportunity to step out of

to consumers, 6pm is the perfect time to

beer garden was revealed to be 6pm.

their comfort zone and try a refreshing pint

enjoy a pint in a beer garden!

Ice Breaker Pale’s ‘Scan The Anchor’ competition offered consumers the chance to win a huge £10,000 prize for doing nothing more than buying a pint or bottle of Ice Breaker Pale Ale and scanning the anchor on the logo.

This directed them to a competition entry page where they could quickly fill in a few details for the chance to win the cash.

The competition was created to both drive sales and bring new drinkers into the brand, and is expected to grow sales in Free Trade outlets stocking Ice Breaker Pale Ale.

with the chance of winning £10,000.

“WE BELIEVE ICE BREAKER TASTES BRILLIANT WHEREVER AND WHENEVER YOU CHOOSE TO ENJOY IT, WHETHER IT’S AN AFTER-WORK DRINK OR THE BEER GARDEN THAT ADDS TO THAT PERFECT PINT EXPERIENCE, THE FIRST SIP OF ICE BREAKER REALLY SAYS IT ALL.” WILL HEMMINGS, BREWING & BRANDS MARKETING DIRECTOR, GREENE KING

15

Get £18 per brewer’s barrel cash back by adding Budweiser Brewing Group Premium Draught brands to your bar

Budweiser Brewing Group Budweiser Brewing Group have put together an exciting fast-track incentive to reward you for stocking our brands. Our super premium, super payout initiative is available for a limited time period via Greene King and Belhaven. Reach out to your SDM for more information.

HOW IT WORKS

Add at least 1 additional Super Premium draught brand to the bar

Install any of the following: Camden Hells, Camden Pale, Leffe Blond, Stella Artois, Corona Extra

Must Stock any three of the Budweiser Brewing Group Packaged Products for two years

Investment is split over the term and paid at the start of each year

DEAL 11

Terms and conditions: Over 18s only. Offer open to new and exiting BBG customer based in England, Wales and Scotland who are not already party to an agreement with BBG and who purchase through a specified BBG wholesale partner.

Outlet must add at least 1 draught brands from the following – Any Camden Town Product, Leffe Blonde, Corona, Stella Artois. Payments will be managed at Greene King’s discretion. Full terms of investment agreement provided by BBG. Promoter: ABInBev UK Ltd, Bureau, 90 Fetter Lane, London, EC4A 1EN. Investment paid as a rate per Bbrl between thresholds. All Camden & Corona installs are subject to BBG approval.

Please Drink Responsibly.

T&Cs apply.

©2023 AB InBev UK Limited, all rights reserved.

GREENE KING NEWS

Belhaven continues to bring out the best with awards haul Belhaven Brewery has claimed a series of major new awards for both its beers and its visitor experience.

“THERE IS NOTHING THAT WE ENJOY MORE THAN WELCOMING BEER ENTHUSIASTS THROUGH OUR DOORS AND LETTING THEM DISCOVER THE PEOPLE, PLACE AND PRODUCTS THAT MAKE UP BELHAVEN FOR THEMSELVES.” FIONA MATHESON, BRAND MANAGER, BELHAVEN BREWERY

BELHAVEN BREWERY VISITOR EXPERIENCE The Belhaven Visitor Centre features a broad range of different spaces and experiences.

The Haven allows visitors to immerse themselves in 300 years of brewing

Belhaven Brewery has won two prestigious awards

heritage and our beer. I’m so proud that their hard

history and learn about

at this year’s Icons of Beer Awards, winning Visitor

work has been recognised.”

the brewing process.

Attraction of the Year for the second time in a row

Then they can visit the

and also seeing Belhaven Brand Manager Fiona

To cap their winning streak, Belhaven Brewery

Brewhouse and see how

Matheson named as Visitor Attraction Manager of

also won two International Beer Challenge awards

the many award-winning

the Year.

for its brews. Belhaven Scottish Ale was awarded

beers are actually

the Bronze Taste Award while the Belhaven Craft

created before visiting

Presented by the influential World Beer Awards,

Range picked up a Gold Design and Packaging

the Belhaven Gardens

the Icons of Beer Awards aim to recognise the

Award. The brewery’s much-loved Scottish Ale

to spend some calm,

people behind the pint, highlighting outstanding

also scooped silver at this year’s Scottish Beer

relaxing time before

achievements from brewers, breweries and

Awards.

finishing off in The

brands.

Monk’s Retreat, the onSteven Sturgeon, Head of Marketing at Belhaven

site pub where they can

Commenting on her win, Fiona Matheson said:

Brewery said: “The International Beer Challenge

sample some of the eight

“I’m especially pleased that we’ve taken home

is an internationally recognised quality mark

beers available on tap.

Visitor Attraction of the Year for two consecutive

that directs consumers to the very best beers.

years. Belhaven is the oldest working brewery in

Competition is stiff, so these awards are brilliant

The experience comes

Scotland – it’s a very special place for our tours

news for our customers and our people here at

to a close in the brewery

and events. And, of course, our beers are great!

Belhaven.

shop where they can buy everything from the

“But it’s the people that really make Belhaven

“And the Icons of Beer Awards are a pat on the

entire bottled beer range,

Brewery what it is. My team’s hard work creates a

back for the whole visitor team who create a

to merchandise and

fantastic atmosphere where everyone is welcome

consistently high standard experience for each

branded point of sale.

and everyone has a good time learning about our

and every visitor.”

THE BELHAVEN BREWERY VISITOR EXPERIENCE WELCOMES CUSTOMERS TO VISIT. IF YOU WOULD LIKE TO TAKE SOME OF YOUR TEAM ON A TOUR OF THE BREWERY AND VISITOR CENTRE, PLEASE SPEAK TO YOUR SDM.

17

BUY ANY 5 CASES FROM THE RANGE TO GET 1 CASE FREE DEAL 12

Aspall

12 x 500ml NRB

Blue Moon

24 x 330ml NRB

Coors

24 x 330ml NRB

While stocks last. Promotion valid from 1st November – 31st December 2023.

Miller Genuine Draught available in Scotland only via Belhaven.

Cobra

24 x 330ml NRB

Miller Genuine Draught 24 x 330ml NRB

GREENE KING NEWS

TV campaign puts premium beers front of mind A recent £1.5m media campaign including TV advertising helped put Greene King’s premium beers Flint Eye and Level Head front of mind as Christmas approaches.

BELHAVEN TEES UP SALES AT THE FRINGE Belhaven Brewery helped introduce visitors to the recent Edinburgh Fringe Festival to some of its awardwinning beers by offering them the chance to play a round of mini-golf if they bought a beer at Belhaven’s pop-up bar.

Edinburgh Fringe Festival is a globally recognised arts festival that attracts up to 400,000 visitors and offered Belhaven the perfect opportunity to raise brand awareness and create new fans of the brewer’s extensive range of world-class beers.

Belhaven Brand Manager Fiona Matheson said: “At Belhaven we believe that the best times are the ones we share together, especially having a lot of fun with friends. What could be more fun than a few beers and a little putting challenge?”

To add to the Fringe celebrations, Belhaven Brewery also ran a special ‘pub trail,’ with a walking tour of 12 pubs and the Belhaven Bar on the

Greene King’s premium beers Flint Eye and Level Head recently launched their biggest-ever

Mound.

media campaign to put the brands front and centre for consumers as the vital Christmas period approaches.

The massive £1.5m campaign ran for eight weeks from mid-September and reached more people than ever before. The marketing activity supported Free Trade customers nationwide with proximity digital and social media, as well as impactful out-of-home billboards and taxi wraps across London. The campaign also included TV advertising on live TV throughout nine matches of the Rugby World Cup. The ads ran during key, high-profile matches including Ireland v Tonga, England v Japan, England v Chile, South Africa v Ireland and Wales v Australia.

The campaign coincided with a milestone for the craft brands, celebrating over 5 million pints poured since launch. Going from strength-to-strength and with recent award wins under their belts, distribution continues to accelerate, so it’s never been a better time to start pouring in your venue! A huge range of support is available, so be sure to discuss this with your Sales Development Manager.

19

DEAL 13

INDUSTRY NEWS

Pub, club and bar spend ‘continues to grow’

SHORT-TERM VISA PLAN The UK government is considering a short-term

Spend in pubs, clubs and bars continues to grow, according to Barclaycard data from hundreds of millions of customer transactions.

visa plan to help the hospitality industry in recruiting staff.

The deal would allow

The data comes from a Barclaycard report which

people aged 18-30 from

combines hundreds of millions of customer

a select list of countries

transactions with consumer research to provide a

to apply for a visa that

comprehensive and in-depth view of UK spending

would let them work

every month.

in the UK for two years without the needs

Almost one-fifth (19%) of Britons said that, despite

for sponsors or salary

the rising cost-of-living, spending on premium

thresholds.

products and experiences is still a priority, to maintain their desired lifestyle.

While the number of job vacancies has

To ensure they can afford to spend on memorable

fallen significantly

moments, 27% of these consumers are cutting

since its peak, trade

back on takeaways and fast-food.

body UKHospitality says vacancies are still

Less positively, 61% said they were cutting back

48% higher than pre-

on eating out at restaurants to help them manage

pandemic levels.

their budgets.

Total consumer card spending continued to grow in August, despite the challenges of sustained

Furthermore, the report also revealed that almost

poor weather, up 2.8% year-on-year. That trend

one-third (31%) of respondents expect Christmas

was reflected precisely in pubs, clubs and bars

to be more expensive than last year, while just

where spend also increased by 2.8%, although

under one-fifth (17%) had already started to

this did represent the slowest monthly growth

put money aside in August to help fund their

level since October 2022.

festivities.

Government urged to keep offering rates relief Trade body UKHospitality has strongly urged the Government to continue offering rates relief to hospitality businesses beyond next April when the current scheme is scheduled to end.

The Sunday Times has calculated that restaurants, pubs, bars and hotels could face a £630m bill when current rate relief ends, while UKHospitality says that an additional £200m of costs could arise through inflation.

Kate Nicholls, Chief Executive of UKHospitality, commented: “We need to see urgent action from government to avoid these upcoming bills with firm commitments that there will be no inflationary increase to the total sum of business rates, and that business rates relief will continue for hospitality businesses.”

21

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22

INDUSTRY NEWS

Lower inflation welcome by the trade August saw inflation fell to its lowest level in hospitality since May 2022 in a development that was welcomed by the trade.

UK inflation fell to 6.7% in the year to August 2023, according to the Office for National Statistics (ONS). The annual inflation rate for hotels and restaurants was 8.3% in August, down from 9.6% the previous, the lowest rate recorded since back in May 2022.

While the development was broadly welcomed by the hospitality trade, Michael Kill, Chief Executive of the Night Time Industries Association, said that the drop in inflation was “not telling the true story” across all sectors of the hospitality industry.

He commented: “Our businesses are grappling with ongoing business-critical challenges, from staffing shortages to supply chain disruptions. The hospitality economy is a critical component of our cultural and economic landscape, and we urge the government to consider targeted support measures in the November budget, to ensure the survival and recovery of these businesses.”

Pub closures rise in first half of 2023

CAMRA CHALLENGES GOVERNMENT

A total of 383 pubs closed in England and Wales

on the “constant flouting of the

during the first six months of 2023, almost as high

law” following the recent furore

as the figures for the same period in 2022 when

around the contentious demolition

386 venues closed. That leaves 39,404 pubs at the

of Crooked House pub in South

end of June, down from 39,787 at the end of last

Staffordshire.

The Campaign for Real Ale (CAMRA) has written to the government

year.

In 2017 planning law was changed That’s the findings of data from real estate analyst

so that pubs in England could not

the Altus Group which represents a steep rise in

be converted or demolished without

closures for the first half of the year.

planning permission, but figures published by CAMRA show that

This means that an average of 77 pubs closed per

more than 30 pubs may have been

month between April and June.

demolished or converted without planning permission in the last six

Wales was the hardest hit with 52 closing while

months alone.

both London and North West lost 46 pubs apiece.

23

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24

INDUSTRY NEWS

Scottish Government considers minimum price increase Proposal launched to increase the Minimum Unit Price of alcohol from 50p to 65p.

WINTER ENERGY ACTION NEEDED The British Beer & Pubs Association has warned that acceleration is required by Ofgem to avoid a second winter energy crisis for pubs other on-trade venues.

Responding to Ofgem’s nondomestic market review consultation, the trade body supported most measures put forward by the regulator, but stressed the need for urgency if businesses were to avoid the threat sky-high

The Scottish government has launched a new

between public health benefits and any effects

energy costs again this

proposal to increase the Minimum Unit Price

on the alcoholic drinks market and subsequent

coming winter.

(MUP) of alcohol from 50p per unit to 65p, a

impact on consumers,” commented Drugs and

move that has not been welcomed by Scotland’s

Alcohol Policy Minister Elena Whitham.

hospitality venues.

The consultation is seeking views on whether

The BBPA is calling on Ofgem to listen

Whitham added: “We want to hear from all sides

to businesses and to

and urge everyone to take the time to respond.”

implement proposed

to continue the MUP legislation beyond the

measures quickly to ensure

current term - which ends in April 2024 – and

The Scottish Beer & Pub Association has

they can regulate the non-

also the level at which MUP should be set.

stated that the proposed increase “will not be

domestic market effectively

welcomed at the current time” and that “the

and fairly as soon as

“We believe the proposals set out in this

majority of people, who drink responsibly will

possible.

consultation strike a reasonable balance

be negatively impacted”.

Recruitment fix ‘needed to boost economy’ Hospitality trade bodies including the British Beer & Pubs

The data shows around one in four venues are operating reduced

Association, the British Institute of Innkeepers and UKHospitality

hours with two-thirds reporting a sales decline of up to 25%.

have joined forces to urge the Government to address the current recruitment crisis to allow the UK economy to tap the huge potential

“We saw during the World Cup final last weekend just what

of pubs, bars and restaurants to drive economic growth.

hospitality can deliver,” say the trade bodies. “The sector saw a huge 33% uplift in sales, even as this new data shows that almost two-

New data from CGA Insight shows that 61% of hospitality

thirds of venues are running short of staff. Just think what we can

businesses are still experiencing staff shortages, often leading to

deliver if our pubs, bars, restaurants and hotels were able to recruit

reduced trading hours.

the positions they need.”

25

buy any 5 x casks

(5 firkins or 5 pins1)

and get a 6 cask th

PERMANENT ALE RANGE

4.5G

ALC. 3.4% VOL

9G

ALC. 5% VOL

9G

ALC. 4% VOL

9G

ALC. 3.7% VOL

9G

Cask Iron Guarantee STOCK CASK RISK FREE Our is a sale or return policy

SEASONAL ALE RANGE For full details of our 2023 Fresh Cask Releases, scan here

AVAILABLE

AVAILABLE

October & NOVEmber

NOVEmber & DECEmber

Style: Porter 4.5G Colour: Black 9G ABV: 4.7% Creamy, caramel, malty with upfront chocolate and hints of roasted coffee and a slight bitterness.

Style: Winter Ale 4.5G Colour: Ruby 9G ABV: 4.5% A full-bodied ruby winter ale with a mellow fruity finish, with grapefruit and lemon citrus characters. Black malt also adds a nice level of refreshment.

Contact your Sales Development Manager to place your order REMEMBER: CANNOT INCLUDE ANY PRODUCT YOU ALREADY STOCK PERMANENTLY1

FROM THE ranges below

COMpletely free

¹

it’s time to focus cask ale is growing

24%

4.5G

ALC. 3.8% VOL

9G

ALC. 4% VOL

9G

ALC. 4.5% VOL

4.5G 9G

in value*

DEAL 19

4.5G

ALC. 3.9% VOL

9G

ALC. 3.9% VOL

9G

ALC. 4.3% VOL

9G

ALC. 4.1% VOL

9G

Be confident in stocking a full range of Greene King cask ale for your drinkers to enjoy.

If any Greene King 9G cask ale – broached or un-broached – goes out of date, you can claim a full refund for un-broached and credit for remaining volume on broached casks3. For more information speak to your Sales Development Manager.

No.1 Christmas Ale!* NEW POS KIT FOR 2023

AVAILABLE

DECEMBER

AVAILABLE

NOVEmber & DECEmber Style: Bitter • Colour: Dark Copper • ABV: 4.2% 9G Rocking Rudolph – now into its 12th year of appearing as a seasonal ale within the Greene King portfolio, Rocking Rudolph sits top of the tree as the No. 1 Christmas ale – famous for its flashing pump clip.

It is a dark, full bodied ale, packed full of hops giving it interest and complexity.

5p+VAT per pint sold will be given by Greene King to Macmillan Cancer Support.

Style: Premium Ale 4.5G Colour: Dark Copper 9G ABV: 6.5% A super premium ale, distinctive, full bodied, smooth and mature, bursting with fruit cake and toffee flavours.

* CGA OPM 4 Weeks to 31/12/22

1. Promotion available for deliveries between 1st November to 31st December 2023. Deal applies to any product shown above but cannot include any product you already stock permanently. 9G firkins and 4.5G pins cannot be mixed – the 6 casks must be the same size. Stock can be taken over a period of 6 weeks. Maximum of 2 x 4.5G pins per brand per customer per week. Maximum of 5 deals per customer. Cheapest item free. Cannot be used in conjunction with any other offer. Subject to availability and while stocks last. 2. CGA OPM data to P02 2023. 3. Excludes 4.5G pins. Cask Iron Guarantee terms and conditions at www.greenekingbrewery.co.uk/CaskIronGuarantee

LEAD FEATURE: ROCKING RUDOLPH

Let Rudolph

rock your world this Christmas!

Rocking Rudolph, the UK’s favourite festive cask ale, is back and is set to be the star of the Christmas show once more this year.

UK’S BIGGESTSELLING CHRISTMAS ALE FOR THE LAST SEVEN YEARS

28

Christmas is a special time of year for most people and offers them the chance to finally relax after the rigours of another long year and take the time to enjoy a drink or two with friends and family down the local.

WHAT DO DRINKERS THINK OF ROCKING RUDOLPH?

Despite the many cost-of-living challenges this year, it’s also a time when a lot of your customers will be looking for something a little special, something a little out of the ordinary to help them really get into the festive spirit. Step forward Rocking Rudolph, the UK’s biggest-selling Christmas cask ale for the last seven years in a row!

A delicious, full-bodied dark copper-coloured beer, it’s packed with

By selling Rocking Rudolph, not only will you be helping raise much-needed funds for Macmillan Cancer Support, you’ll also be offering your customers a fantastic quality festive beer – and don’t just take our word for it!

fruity esters and malted toffee flavours. Or, as one consumer more succinctly described it: “It tastes like Christmas!”

The unique taste profile is created through the use of both Challenger and Target hops as well as much rarer Bramling Cross hops while Pale and Crystal malts deliver Horlicks maltiness and toffee notes.

On top of all that, a flashing pump clip adds theatre and ensures that Rocking Rudolph is unmissable in your venue, helping to drive sales and trial as well as bringing new customers into the vital cask

HERE ARE SOME COMMENTS FROM GENUINE CONSUMERS: “ROCKING RUDOLPH IS IN MY VIEW ONE OF THE BEST ALES AND I LOOK FORWARD TO BEING ABLE TO DRINK IT EACH YEAR. I WOULD RECOMMEND THIS BEER TO ANY ALE

ale category.

LOVER AS IT SUITS MOST PALATES AND IS AN EASY DRINKER WHICH QUENCHES YOUR THIRST.”

“ABSOLUTELY DELICIOUS! THIS ALE TASTES LIKE CHRISTMAS AND IS THE PERFECT DRINK TO SEE YOU THROUGH THE WINTER 21ST DEC 22ND DEC 23RD DEC 24TH DEC 25TH DEC 26TH DEC 27TH DEC 28TH DEC 29TH DEC 30TH DEC 31ST DEC 1ST JAN 2ND JAN 3RD JAN 4TH JAN

FESTIVITIES.”

“LOVELY SMOOTH DRINK, PERFECT FOR CHRISTMAS.”

“AN EXCELLENT BEER, TASTES EXACTLY AS DESCRIBED. CHRISTMAS BEERS CAN BE A BIT HIT AND MISS BUT ROCKING RUDOLPH CERTAINLY ROCKS!”

29

G

9 x 1 y Bu

g n i Rock a e v i e c to re

h p l o Rud

t i k S PO

^

9G x 2 y Bu e order in on

DEAL 20

t

S ki O P e eiv

Rec PLUS

x9Gr 4 y u B e orde in on

S K C SO

*

t

ki S O P ve Recei PLUS

& S K SOC R* E P M JU

CONTACT CUSTOMER SALES TO PLACE YOUR ORDER GREENE KING: 0345 600 1799 • BELHAVEN: 0345 607 5325 Or order online at www.greenekingorders.co.uk

^5p+VAT per pint to Macmillan is given by Greene King and not the licensee. *Promotion available during November and December 2023 while stocks last. POS is subject to availability and is capped at 500 POS kits, 250 pairs of socks, 100 jumpers. No cash alternative. To qualify for free socks, 2x9G must be placed on one order and one delivery. To qualify for the free jumper, 4x9G must be placed on one order, but can be delivered across 2 consecutive deliveries. Greene King reserves the right to withdraw the promotion at any time. For every pint of Rocking Rudolph sold Greene King Brewing and Retailing Ltd will pay £0.05 plus VAT to Macmillan Cancer Support† a registered charity in England & Wales (261017), in Scotland (SC039907) and in the Isle of Man (604). †Paid to Macmillan Cancer Support Trading Limited a wholly owned subsidiary of Macmillan Cancer Support to which it gives all of its profits.

LEAD FEATURE: ROCKING RUDOLPH

It’s not hard to understand why Rocking

FRESH CASK

Rudolph continues prove so popular year after year!

Rocking Rudolph is just one of the many limited edition and seasonal cask ales

DOING GOOD

featured within Greene King’s Fresh Cask Releases range, although it is certainly one

And is if all of that wasn’t enough already,

of the most popular with consumers.

there’s another fantastic reason for you to stock Rocking Rudolph and for your

As one consumer told us: “Absolutely

customers to buy it: 5p plus VAT is given to

delicious! This ale tastes like Christmas and

Macmillan Cancer Support for every pint

is the perfect drink to see you through the

sold*, no strings attached.

winter festivities.”

Greene King has already helped raise more

Greene King’s Fresh Cask Releases

than £16m for Macmillan Cancer Support

2023 range of 18 beers has been

in a variety of different ways but of all the

created to help venues leverage

fundraising initiatives carried out on behalf

the extraordinary power and heritage

of Macmillan Cancer Support by Greene

of cask ale. Beer is symbolic to any

King Brewery, the Rocking Rudolph activity

great British pub and when it

is by far the biggest.

comes to finding the freshest, you simply can’t do better than cask ale.

WHAT YOU NEED TO KNOW…

ROCKING RUDOLPH

STYLE: PREMIUM BITTER COLOUR: DARK COPPER ABV: 4.2% FIRKIN CODE: 198914 PUMP CLIP CODE: 209571

The UK’s best-selling Christmas Ale! Dark and full bodied, packed full of hops giving interest and complexity. Challenger and Target provide underlying herbal hop and the rare Bramling Cross adds redcurrant and blackcurrant into the mix. Horlicks malty character comes from the pale malt, and toffee from the crystal malt gives warmth. The unique blend of hops and malts provides a crisp bitterness that consumers love.

For every pint of Rocking Rudolph sold Greene King Brewing and Retailing Ltd will pay £0.05 plus VAT to Macmillan Cancer Support* a registered charity in England & Wales (261017), in Scotland (SC039907) and in the Isle of Man (604))*Paid to Macmillan Cancer Support Trading Limited a wholly owned subsidiary of Macmillan Cancer Support to which it gives all of its profits.

31

S E S A C BUY 4 OF

DEAL 21

TM

E S A C A E V I E C E TO R OF ORANGE

FREE

Contains naturally occurring sugars and 8% fruit juice from concentrate.

T&Cs apply: Promotion runs from 1st November to 31st December 2023.

3 deals per customer per week, while stocks last. Promoter: Britvic Soft Drinks, Breakspear Park, Breakspear Way, Hemel Hempstead, HP2 4TZ

K ALE

King selection of Fresh Cask Releases for 2023.

POS SUPPORT

with traditional and artisanal mbolic Crafted to any great British pub and when it techniques, cask ale needs to be served est, youfreshcan’t better than cask ale. Crafted to get do the best of its complex and intricate flavour.

It promises an nal techniques, cask ale needs to be served fresh experience that cannot be enjoyed Packagin ex andat intricate flavour. home and offers venues a brilliant g artwor Headerca opportunity like no other to drive footfall k templa r d not be toenjoyed at home, cask offers a their doors. te ke no other to drive footfall to pubs.

Rocking Rudolph is a fine example of that philosophy and delivers a compelling a

offer

by

fantastic-quality

combining

product,

an

established fan base and some attention-grabbing POS.

FA L L ONALS

It’s the perfect win-win for both venues and their customers and it’s an easy way to provide some of that much sought after Christmas spirit into the bargain.

LOGOS AV AILABLE ON REQU EST Hydrocycl ed® Cotton part of th e composi logo (available only tio if n of the so Recycled ck) Poly of the com ester logo (availabl e only if pa position of rt the sock) Other bran de of the com d yarn logo (availa ble only if position of pa logo requ the sock. ired) Please list rt the

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30˚

Dear Bar Manager Wash dark

colours se

para

Merry Christmas & thank tely you for stocking Rocking Rudolph!

This year Rocking Rudolp h, in partnership with Macmi llan, will be giving 5p plus VAT 0% from0 every pintCo to Macmi mbe llan d Cotton, Cancer Support.

00% Nyl Please find enclosed point on, 0% Elasta of sale items to make your ne customers aware of this activity 1 x Pump Clip .

Material C

ompositio

n

POS KIT

FRESH CASK ROOTED IN LEGENDS PACKAGIN G

Kraft boar d

Topper

STEP 1 Attach the topper behind STEP 2 Display your point of sale your pump clip

EXTRAS able bag

Compost

Compositio

Christmas is the biggest event of the year driving high levels of footfall into pubs.

Rudolph is back to maxim ise cask sales at this key time of year.

Rocking Rudolph continues to be the best selling Christmas ale with high awaren ess. This is a full-bodied beer with fruity esters and a malted toffee taste.

and bunting

n sticker stock (Prin te

Polythene

d in black

bag

posters, drip mats

STEP 3 Tell your guests about this

amazing initiative!

APPLYING THE CLIP TOPPER

For 2023 we’ve launched our Fresh Cask Releases, a portfolio of 18 seasonal cask beers.

Filled with a combination of returning favourites, key calendar creations, collaborations and new and exciting ales inspired by legendary stories of the people and places associated with beer, we 18 0mm certainly have an incredible year ahead.

Plus with the introduction of Greene King’s UK’s number one selling Cask Iron Guarantee, a promise that gives our Christmas ale for seven consecutive years free-trade customers the ability to claim a refund or credit for expired unsold cask ale, it’s the best Fantastic-quality fresh ale to get involved with our limited-edition made with skill andtime passion releases, risk-free.

oyal group! 7 in 10 ose cask before they wever, these very ferent brands when nkers will choose at in one visit, making your permanent cask

OF VE

LOGOS AV AILABLE TO USE A S STAND OEKO-TEX ARD logo FSC stock Recycle lo logo go

WHY SHOULD I STOCK IT?

PANTON

E REFEREN CES IF APP Colour LICABLE

Colour

Attach the adhesive Finished Clip with topper tab behind Rocking Rudolph’s head

only)

Adhesive tab to secure topper to clip

Colour Colour

Colour Colour

1 x Pump Clip

Bunting

ACTIVATION RECOMMENDATIONS. 1. Do not, promote, market consumption of alcohol (this or sell the Product in a manner includes, but is not limited that encourages high to, two for one offers, or Happy promote the Product in a manner Hour offers). 2. Do not market that moralizes the purchase or Charity (this includes, but is of the Product because of the not limited to, statements such connected contribution to the as “be a hero”, “drink to do the product is promoted in compliance with the UK Code good”, “be better”) 3. Ensure of Non-broadcast Advertising that (CAP Code) and the UK Code and Direct & Promotional Marketing of Broadcast Advertising (BCAP Standards Authority in relation Code) and all guidance and advice to the promotion of alcohol.

4. Only use the approved materials issued by the Advertising promotion is a Greene King promotion, and not a Macmillan which are clear that the promotion.

100 x Drip Mats

WHETHER IN A PUB OR AT HOME, CUSTOMERS TO ENJOY ALCOHOL WE WANT OUR HAVE GOOD TIMES AND HAPPY RESPONSIBLY, www.enjoyresponsibly.co.uk MEMORIES

Attention-grabbing POS

5p plus VAT Given to Macmillan for every pint sold

For further information 70mm on the cask beers comingFront of label IF YOU WOULD LIKE TO STOCK ROCKING RUDOLPH, SPEAK TO in 2023, contact your Sales ing natural, handYOUR SDM, CALL 0345 600 1799 OR SCAN THE QR CODE HERE OR Development Manager, ONLINE VIA GREENEKINGORDERS.CO.UK the water we extract phone 0345 600 1799, y St. Edmunds to our or scan the QR code ps and, of course, our

DESIGN GU IDELINES /NOTES: Please ad d 3mm of bleed all ov All linked er files must be embedd .

We recom ed. mend inclu di Standard washing an ng size details on th e packagin dm sticker with g. this inform aterial content info rm amended. at If you have ion on. Please keep ation should featur e on the he te a order to m adercard if aintain bran specific font for your xt editable in this se not using ction if co d continui All other te brand we a polybag mposition ty. may need xt on the values need packaging to ask for By submitt th artwork sh to be is font file ing this ar ou to tw ld be set to authorised be supplie or d in outlined. by their rig k we assume that th htful owne e approved r. use of any brands/tra demarks ha s been

33

CUSTOMER INSIGHT: CHRISTMAS

Christmas:

what do consumers really want?

With Christmas on the horizon, we delve into the insight our consumer team gained from interviewing pub-goers after last Christmas and highlight some key opportunities for this year.

By Caroline Morley, Insights Manager – Consumer

T

he festive period is, as we are all too aware, one of the key trading periods of the entire year – so it’s absolutely critical that we enter this important period fully up to speed on what your customers might be looking for when they visit your venue over the next couple of months.

To help us understand what they are looking for, we undertook a survey of 1,300 pub-goers in January this year, just after Christmas, to learn more about what they want from venues during the festive period, what’s important to them when they do visit a venue and how they choose a venue to visit.

34

1

DRIVERS OF PUB CHOICE AT CHRISTMAS

It’s the six-million-dollar question: how do consumers choose which venue to visit when they are out for a festive day or night out, whether that’s for a work’s Christmas dinner, a family gettogether, a catch-up with friends or just a few relaxing drinks to help settle them into the festive spirit.

Key Point

This has important consequences for venues in terms of the quality of drinks and food they offer. Value for money does not necessarily mean low cost. It simply means that consumers want to get the best possible experience for the price they pay.

Perhaps unsurprisingly, ‘convenience’ was also an important driver, with 47% of respondents citing it.

Finally, 37% of consumers said that if they previously had a positive experience at a venue, they are more likely to visit again, making it vital that you ensure that your customers enjoy a great experience every time they visit.

VALUE, QUALITY AND CONVENIENCE ARE THE KEY DRIVERS OF PUB CHOICE AT CHRISTMAS.

It will surprise no-one to learn that our respondents told us in no uncertain terms that ‘value for money’ was their top priority in 2022.

It was the highest-ranked priority with more than half of all consumers (54%) telling us that value was vital.

The cost-of-living crisis was in full swing in 2022, of course, but 2023 hasn’t seen much of an improvement on that front so we can fully expect that value for money will once again be really important for a lot of your customers this year.

Implications THE IMPLICATIONS FROM THE FINDINGS ABOVE ARE CLEAR:

Delivering the best possible experience, particularly regarding the quality of food and drink offered, for the price paid will guarantee consumers feel they’re getting good value for money – and will make them more likely to return.

A previous positive experience is a key driver of pub choice – so it’s important to target existing customers with your Christmas offer.

Similarly, almost half of consumers (48%) told us that ‘low price’ was a key driver for them.

Conversely, however, a very significant proportion (44%) highlighted that ‘quality’ was an important driver for them when choosing which venue to visit. This is in line with much of the research we have shared during this year in the pages of Value for Venues which shows that visiting a pub or other venue is still hugely important to consumers and they still want to have a fantastic time when they are out. They may not go out as often as they once did, but when they do, they really want to enjoy it.

35

% Y UR ALCOHOL FREE Buy any two cases and receive £4 off

Promotion available throughout November & December. Available while stocks last.

Qualifying products include Erdinger Alkoholfrei 12 x 500ml, San Miguel 0,0 24 x 330ml and Brooklyn Special Effects 24 x 330ml.

DEAL 22

CUSTOMER INSIGHT: CHRISTMAS

2

MAKING PLANS FOR CHRISTMAS

Let’s be honest, many of your customers will already have started making plans for Christmas. The last few years have seen customers begin planning earlier and earlier and this year will be no exception.

3

COST OF LIVING & CHRISTMAS

It has been a very tough year for many consumers with enormous pressure on their budgets, so it’s highly likely that consumers’ priorities in 2023 will be similar to those in 2022.

Key Point Key Point

LAST YEAR MANY CONSUMERS HAD TO CUT BACK ON

CONSUMERS START TO MAKE PLANS FOR

CHRISTMAS SPEND. THE MACROECONOMIC SITUATION

CHRISTMAS FROM OCTOBER. THE MAJORITY

IS IMPROVING SLIGHTLY, BUT CUSTOMERS WILL STILL

START TO GO OUT FROM MID-NOVEMBER FOR

BE LOOKING TO GET THE BEST VALUE FOR MONEY WHEN

CHRISTMAS FOOD AND DRINKS.

EATING AND DRINKING OUT AT CHRISTMAS.

While some consumers start making plans as early as October – on 3 Oct 2022, 43% of consumers claimed they’d started to make plans for Christmas – this ramps up considerably in November.

By 28 Nov 2022, 71% claimed they’d started to make plans for Christmas.

Last year 47% of pubgoers claim they had to significantly cut back on the cost of Christmas due to the cost-of-living crisis.

While inflation is beginning to ease and energy prices improving slightly, there are still head winds such as high interest rates which could mean another Christmas where consumers need to watch their spend.

While 35% claim they start to go out for food and drink for Christmas celebrations mid to late November, 29% claim they start to go out from early December.

Implications IT’S ALL ABOUT GETTING IN ON THE ACTION AS EARLY AS POSSIBLE AND GIVING YOUR VENUE THE BEST POSSIBLE CHANCE OF SECURING THAT ALL-IMPORTANT FESTIVE TRADE:

Make sure you’re ready with advertising and social media schedules as early as possible so that your venue is front of mind when consumers start to think about Christmas plans.

Implications CONSUMERS WILL BE LOOKING FOR VALUE FOR MONEY AND LOW COST, BUT THEY ARE ALSO SEEKING TO GET THE BEST POSSIBLE BANG FOR THEIR BUCK ON A FESTIVE DAY OR NIGHT OUT. THIS REQUIRES A TRICKY BALANCING ACT.

Promote offers, discounts and food quality as well as excellent service to show that you’re delivering the best value experience for consumers at Christmas.

37

CUSTOMER PROFILE: KELSO RACE COURSE

On course for success Following the ravages of the pandemic, Kelso Race Course is well on track as one of Scotland’s busiest courses, providing a huge economic benefit to the local area.

“Running a race course is more of a vocation than a job,” laughs Jonathan Garratt, Managing Director of Kelso Race Course.

It’s a sentiment that could equally apply to running a hospitality venue and, as it turns out, Jonathan does both.

“All I’ve ever wanted to do for as far back as I can remember is be involved in horse racing,” he explains. “But it became clear soon enough that I was never going to become a Champion Jockey or a worldbeating trainer, so running race courses is the next best thing!”

Jonathan did start out as a rider from a young age, riding ponies then in pointto-point races, the amateur version of

38

CUSTOMER PROFILE: KELSO RACE COURSE

KELSO RACE COURSE CUSTOMER JONATHAN GARRATT, MD LOCATION KELSO VENUE TYPE THOROUGHBRED RACE COURSE STAFF 11 PERMANENT, RISING TO 400 ON RACE DAYS

jockeying, but he soon accepted that his future wasn’t likely to include riding a winner at Cheltenham.

“My first job running a race course was at Worcester then I moved to Fontwell Park

Kelso Race Course: fascinating facts The first race ever to take place at the course was more than 200 years ago on the 16th of April 1823.

before heading to Cartmel Race Course in the Lake District,” he says. “I thoroughly enjoyed my time at Cartmel but in 2017 I decided to come to Kelso Race Course.

To mark this historic occasion, the race course hosted a special Bicentenary Race Day on the 17th of April this year, precisely 200 years and one day later. Her Royal Highness The Princess Royal unveiled a commemorative stone plaque within the Winners Enclosure on the day.

“It was a decision that surprised a lot of people because Cartmel can attract 20,000 people to a meet whereas Kelso’s average attendance is between 1,500 and 5,000 depending upon the meet. But what attracted me was the challenge and the

The original grandstand, which is still in use today, was commissioned by the fifth Duke of Roxburghe and designed by renowned Yorkshire-based architect John Carr. The foundation stone for the grandstand was laid on 12th July 1822 and the surrounding land drained in order to accommodate the racing surface for the first purpose-built racecourse in Scotland.

opportunity. Kelso is a beautiful course,

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CUSTOMER PROFILE: KELSO RACE COURSE

but it needed some significant capital development and we could see real scope for growth and progress. That really excited me.”

If you are not familiar with the intricacies of horse racing, Kelso is a jumps course and operates as a traditional winter course.

“Every course I’ve run has been a jumps course, rather than a flat racing course,” says Jonathan, “and Kelso is a winter course which means we run meets from September to May. In that sense it’s a classic jumps course. Some courses run through the summer months but historically, jumps racing is a winter sport. That obviously brings some challenges, particularly around

weather, but for jumps purists, winter racing

“WE SEE OURSELVES AS A CATALYST FOR GROWTH IN THE LOCAL AREA, SO THE COMMUNITY ASPECT IS REALLY IMPORTANT TO US.” JONATHAN GARRATT, MD

is the gold standard.”

One of the other attractions of Kelso for Jonathan was the fact that Kelso attracts some very high-quality horses – which help attracts crowds who buy tickets and beer and food.

“We celebrated our 200th anniversary earlier this year so we have some important heritage and history behind us. The level of horse we attract is generally very high,” he says. “It’s not unusual to see Grand National winners run at Kelso and, in fact, we’re hoping to see this year’s Grand National winner Corach Rambler run here this winter, the first time he has run since winning the National.”

The fact that Kelso is able to offer £1.6m in prize money this season also goes a long way to attracting top quality horses and trainers.

SHORT SEASON While Kelso can attract big-name horses and international crowds, the nature of the relatively short racing season brings its own challenges in terms of running a business. “We only host 15 meets a year,” says Jonathan, “and my friends like to rib me about only having to work 15 days a year!

“But of course, it’s not like that at all. It’s just like running any other business and there’s stuff to do every day all year round.”

Cashflow

and

budgeting

can

be

challenging, Jonathan admits, but it’s the nature of the business and many years of experience mean he is well able to manage the extreme seasonality.

One specific challenge is that demand for certain high-profile meets can outstrip supply. “Particularly on hospitality packages, we get huge interest around certain meets,” says Jonathan. “If we’re already at capacity

41

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CUSTOMER PROFILE: KELSO RACE COURSE

in terms of hospitality for that meet, we

unlike off-course spend, we can influence it.

always suggest they take a table at another

The TV rights and media deals are what they

meet – but nine times out of 10 they say no.”

are, but we can’t do much with them once the deals are agreed. On the other hand, we

To help him meet those challenges head on

can definitely influence how many people

and run the course optimally, Jonathan has

buy tickets, how many hospitality packages

a team of only 11 permanent staff, but the

we sell, how many meals and pints we can

number of people working at the course

shift on race days. It’s still a very significant

can swell to over 400 on race days.

sum and it matters to us.”

“Our team has to work with an army of

To confuse things further, the media deals

stewards, bookies, security people, trainers,

tend to be paid retrospectively – sometimes

jockeys, vets, doctors, support staff and

months later – while ticket and hospitality

more on race days,” he explains. “It can be

package sales tend to be upfront. Food and

very challenging, but we do it well, I believe.

beverage spend falls somewhere in the

We also work closely with four separate

middle, being generated on the day. That

food and beverage suppliers who, between

in itself creates further cashflow headaches.

them, take care of all the catering and hospitality for us.

“And it can get even more complicated,” laughs Jonathan, “in the case of really bad

“They’re

all

small,

local,

proprietor-

weather forcing us to cancel a full race day.

managed businesses and all four are here

Then we have to issue lots of refunds! And

on race days. They bring their own staff and

it does happen. We budget for one lost race

take care of everything, which is great. We

day per season and then we hope for the

do insist, however, that they buy all of the

best.”

beer they sell from Belhaven!”

BUILDING MOMENTUM

MONEY MATTERS

When Jonathan first joined Kelso Race It may surprise many people to learn how

Course,

Kelso Race Course actually earns its money.

number of infrastructure improvements

Its biggest single source of income is off-

to enhance the experience of race-goers,

course revenues, mostly through media

including building a new tiered parade ring

year, which we lost almost entirely last year.

partnerships. Jonathan explains: “Like all

to give punters a better view of the horses

Part of that may have been nervousness

race courses, our biggest revenue source

prior to each race and upgrading many of

around Covid but part of it is to do with the

is media in one way or another. All of our

the hospitality facilities.

fact that, historically, a lot of race day trips

he

immediately

instigated

a

races are streamed live to betting shops

were organised in pubs. I’m hoping that the

across the UK, and they’re also shown on

All was going swimmingly – and then

growth in group bookings means that pubs

Racing TV, a UK subscription channel with

the pandemic struck. “It wasn’t a great

in the area are also getting back on their

over 60,000 subscribers. Additionally, our

time,” recalls Jonathan with admirable

feet.”

races are shown on Racing TV International,

understatement. But he and his team

a global racing channel.”

managed to get through it in one piece and

Never short of an innovative idea, a few

since then they have succeeded in putting

years ago Jonathan came up with the

the course back where it belongs.

concept of offering a £100,000 bonus

Consequently, the money the race course makes

from

ticket

sales,

hospitality

prize to any horse that won the famous

packages and food and drinks is a lot smaller,

“I think this season we’ll be back to 2019

Morebattle Hurdle at Kelso then went on

relatively speaking – but is nonetheless

pre-pandemic levels,” he says, “and after

to win a race at Cheltenham in the same

extremely important to the course.

that I’m optimistic for the future. One

season.

thing we’re really glad about is that we’re “The thing about on-course spend is that,

starting to see group bookings again this

“You have to understand that, in jumps

43

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44

CUSTOMER PROFILE: KELSO RACE COURSE

racing, all roads lead to Cheltenham,”

I joined but we enjoy a great relationship

“We are officially a limited company,” he

explains Jonathan. “So to be able to align

with them.

concludes, “but we effectively operate as a

ourselves in this way with the world’s most

not-for-profit because everything stays in

famous jumps meet was a really positive

“We may be a world-famous race course

the business and gets reinvested to develop

move.”

and we may attract people from across

the facilities and improve the quality of the

the UK and even further afield, but our

meets. We have two very simple goals: to

Has a horse ever won the £100,000? “Yes,

heartland is clearly in the area around us.

promote horse racing in general and to

in the very first year we offered it!” laughs

Belhaven is ubiquitous around here and we

benefit our local community. That means

Jonathan. “A horse called The Shunter

also know that a lot of trips to the course get

we have a major responsibility to the local

won the Morebattle then went on to win

organised in pubs in the area, so Belhaven is

community. On race days we bring many

at Cheltenham. It was an expensive day

a natural partner.”

thousands of people to Kelso which benefits

but the publicity we got as a race course because of it was invaluable.”

BREWING SUCCESS

local pubs, hotels, restaurants and more.

The course stocks Belhaven Best on draught

We see ourselves as a catalyst for growth

as well as offering Ice Breaker, Level Head,

in the area, so the community aspect is

Flint Eye and Belhaven Black in cans. “We

really important to us and that’s something

source all of our beers, the vast majority of

Belhaven understands and enthusiastically

Kelso’s links with Belhaven go back a long,

our soft drinks and a lot of our spirits from

embraces.

long way. “The race course has been working

Belhaven,” he says.

with Belhaven for decades,” he comments.

“Going racing at Kelso is a great day out and

“Apart from a brief period a while ago when

On top of all of that, Jonathan tries always

I would urge everyone to give it a go, even if

all five Scottish racecourses moved to John

to use local suppliers and benefit the local

they’ve never been to a meet before. It’s an

Smith’s, we’ve been a Belhaven-supplied

community where possible.

experience like no other.”

course. We moved back to Belhaven before

45

CUSTOMER PROFILE: DIPTON & DISTRICT WMC

46

CUSTOMER PROFILE: DIPTON & DISTRICT WMC

Clubbing together Michelle Broadley and her team of volunteers are ensuring that the local Working Men’s Club remains a focal point for the tight-knit community of Dipton.

“At one point in time, not all that long

The Dipton & District Working Men’s Club

ago, this village was packed with pubs,”

was established over 100 years ago to

says Dipton & District Working Men’s

provide the workers with a social hub and

Club Secretary Michelle Broadley. “These

a place to gather and enjoy a pint or two

days, this is the last pub left for the entire

after their shifts. By all accounts the club

community. And it’s the same just down

was immensely popular and successful and

the road in Flint Hill. At one time there were

played a vital and active role in the Dipton

plenty of places to socialise and now there’s

community.

just one pub left. It’s sad, really, in so many ways.”

By 1940, however, only one of the main collieries remained and in 1980 the final pit

Sad indeed, and despite the apparent lack

closed with a predictably tragic effect on

of competition, the loss of so many pubs

the area.

hasn’t made life any easier for Michelle and her committee of mostly volunteers that

HOPE SPRINGS ETERNAL

run the Club.

Despite decades of seismic challenges, Historically, the village first evolved around

including the recent pandemic, Michelle

the mining industry with three main coal

remains upbeat, positive and full of

mines established in the area in the 18th

energy and passion for ensuring that the

and 19th centuries.

Club remains a central part of the Dipton community for many years to come. This is

Originally

a

series

of

hamlets

and

settlements that sprung up in the area

all the more inspiring given that Michelle works on an entirely voluntary basis.

to house workers, the name Dipton was first applied in 1820 to unite these small

“I’ve only been secretary since just after last

communities under a single village name.

Christmas,” she explains. “I originally started

47

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CUSTOMER PROFILE: DIPTON & DISTRICT WMC

working here in 2016 but had to stop to

“A new committee took over at one point

look after my mum when she got ill. Then

and they were full of ideas, but they just

I came back and worked behind the bar for

didn’t understand the locals,” she says.

a few years.”

“They tried to change too much too quickly, and they didn’t grasp that our customers

At that point the posts of secretary and

don’t like things to change too much. They

treasurer were held by the same person,

like things to be the way they’ve always

and it had become clear that it was too

been. I’m not saying we can’t change things,

much work for one individual.

but we need to change them in ways that our customers can live with. I think that’s

“The option to apply for the role of secretary

what I bring to the role as secretary. I know

came up and I put myself forward – and I

everyone so I know what they want and

was delighted to be appointed!”

what they don’t want!”

And in her short tenure, Michelle has

SMART COOKIE

DIPTON & DISTRICT WMC CUSTOMER MICHELLE BROADLEY, SECRETARY LOCATION DIPTON, COUNTRY DURHAM VENUE TYPE

already had a dramatic impact on the fortunes of the Club. “I think it helps that I

It turns out that Michelle did indeed have

know everybody in the village,” she laughs.

the knack of making changes that were

“It’s a really tight-knit community and we’re

palatable to the Club’s customers – because

all related, and we all know each other and

she has made a lot of them in just 10

have done for years. I was born just down

months.

the road and my family have been here

WORKING MEN’S CLUB STAFF 4 + VOLUNTEERS OPENING HOURS

forever. The stewardess of the Club has

“The biggest and most successful change”

been here for 18 years – and I go out with

she says, “was moving to Greene King and

her son! The people that drink in the Club

bringing in a whole array of new beers and

SUN 11AM TO 12PM

today had grandads and great-grandads

ciders. We used to have a terrible range,

TUESDAY – CLOSED

that drank here.”

really terrible. A basic lager, an ale and not

MON-SAT 3PM TO 12PM

much else. No cider, nothing. My first move That intimate knowledge has proven to be

as secretary was to move us to Greene King

key to Michelle’s success in reinvigorating

so we could offer a much more appropriate

the Club.

and modern range that would help bring

49

DEAL 28

CUSTOMER PROFILE: DIPTON & DISTRICT WMC

younger drinkers in while also keeping our

maximum efficiency. Now we can clean the

convert what was the lounge into a games

many older customers happy.”

lines in no time. I think it takes us about an

room complete with pool table and fruit

hour and half in total, job done.”

machines.

YOUNGER AUDIENCE

“It was an easy way of giving younger

The bar went from having six pumps to 10 and a new range was introduced, including Ice Breaker, Greene King IPA, Belhaven 80

customers a reason to come and have a

Shilling, Estrella 0.0% and Stowford Press

Bringing a new range of drinks in wasn’t the

room of their own effectively, so that they

Mixed Berries.

only change that Michelle has managed to

could meet up, play the jukebox, have a few

introduce without getting the noses of the

games of pool and a few pints.”

“It was a massive success,” beams Michelle.

local customers out of joint.

“I knew it would be, but I was still relieved

Three TVs and a TNT sports subscription also

when we instantly started seeing takings

“When I started, Sunday nights were the big

help liven up some typically quieter nights

going up behind the bar and new faces

deal. That was the night that was busiest,

while Michelle has also added a programme

appearing in the club.

and it was mostly older folk who used it

of events and activities to attract all ages,

as their once a week opportunity to catch

from the youngest to the oldest.

“What also really helped was that Greene

up with their friends. I knew that we had

King came and refitted our cellar and made

to find some ways of attracting younger

“We try to splash out on some things

it massively more efficient – and they did it

people too. They’d gotten into the habit of

that don’t cost us too much to do but can

all in a day! For some reason we had beer

heading into Newcastle at the weekend, so

bring some people through the door and

lines running for miles before, up and over

we needed to find ways of keeping them

make us some money, as well as giving

the walls, running all over the place. It

here or bringing them in during the week.”

the community some more reasons to get

was a mess. Greene King stripped it all out and installed entirely new lines, all cut for

together.

One way she found to do this was to

51

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“So we do karaoke nights, we have

scissor lift then we ask some volunteers to

In the same vein, Michelle has started to

Slimming World every Thursday evening in

come and roll their sleeves up.

revive a long-standing Working Men’s Club

our function suite upstairs, we do bingo, we

tradition by organising a day trip for the

host live entertainment and other events

“When we painted and decorated the inside

local kids. “It was only a trip to South Shields

like that. We run Christmas and Halloween

it was mostly committee members and

but we had about 35 kids come along and it

and Easter parties, and we host birthday

volunteers that did it. When we dressed up

was really popular. Day trips like that used to

parties and hen nights and so on. They’re

the function suite, it was mostly down to

be a thing Working Men’s Club were famous

all relatively small things but together they

me. But in a way, all that helps bring us all

for but we hadn’t done one for a while.”

make a difference both to the Club and to

together and make us feel like we’re part of

the community.”

it. That matters in a village like this.”

OPTIMISM BACK

FINANCIAL CHALLENGES

That community spirit extends beyond just

One thing Michelle and her committee

the four walls of the Club too. “When the

would dearly love to do is make use of some

Michelle is very open about the financial

woman that runs the Post Office across the

space out the back of the Club to build a

challenges the Club faces and how difficult

road saw that we had a scissor lift to paint

beer garden. “It’s something we’d really like

it can be relying on volunteers and goodwill

the outside, she asked me if it was OK if she

to do and I’m sure it would be really popular

– but she also sees an upside to that team

used it to for her exterior,” laughs Michelle.

in summer but at the moment the finances

effort.

“That’s kind of how things work here.”

just don’t allow it. Maybe next year.”

“We’re lucky in a sense because we have no

Similarly, Michelle helped orchestrate a

But despite all of the challenges that face

debt, which is great. But since Covid we’ve

Christmas Walk Around for families last

Michelle every day, there’s the clear sense

had to dip into our savings. Covid was just

year. Working with other businesses and

that the Club has turned a corner and that

awful. I mean really, really bad. And because

organisations, she helped put on a full day

Michelle and her committee have built

of our status, we weren’t eligible for any

out for everyone.

a platform for future growth. Michelle’s

government handouts or loans. We had

intimate knowledge of her clientele is

to just weather the storm and do what we

“The kids sang around the Christmas tree,

paying dividends already and she certainly

could, but it was really tough for the Club.”

the local school got involved, the local

isn’t lacking passion or creativity.

Community Centre had a Santa, the Post So while other venues might decide to

Office got involved and everybody ended

“Don’t get me wrong,” she concludes. “It’s

paint the exterior and redecorate inside,

up here,” she recalls. “It was brilliant, and

hard and there’s always something to deal

they’d just call a company to come and do

everyone loved it. We handed out free hot

with but do you know what? I really enjoy it

it. “We can’t afford that,” admits Michelle.

chocolate and did bingo for the kids. It was

and it keeps me sane.

“So we buy the paint and we organise the

great fun!”

53

SEASONAL OPPORTUNITIES: CHRISTMAS BEER

Festive season Make the most of the unique festive opportunity by stocking some outstanding seasonal cask ales from Greene King, created specifically to maximise sales at Christmas and New Year.

LOYALTY MATTERS We all know that cask ale drinkers are a loyal group! Some 7 in 10 know they are going to choose cask before they even arrive at your venue, according to CGA data. And while they are loyal to the category, CGA data also tells us that these very same drinkers like to try different beers when out – in fact three in five cask drinkers will choose at least two different cask brands in one visit.

That’s why Greene King and Belhaven’s seasonal range is so important and why you should consider stocking some seasonals alongside your permanent cask line-up.

54

STY

SEASONAL OPPORTUNITIES: CHRISTMAS BEER

AL

3.6

VO

STYLE: IPA

ITH SY EN

COLOUR: GOLD

STYLE: BROWN ALE

COLOUR: AMBER

STYLE: GOLDEN ALE

COLOUR: GOLD

of opportunity A LC .

6.0% VOL.

ALTY,

LIP CODE: 4028

A SUPER HOPPY IPA BREWED USING NEW BRITISH HOPS TO DELIVER A COMPLEX MIX OF FRUIT AROMAS AND FLAVOURS. INSPIRED BY THE RENOWNED 17 THC HERBALIST NICHOLAS CULPEPER WHO BROUGHT MEDICINE TO THE MASSES.

FIRKIN CODE: 458963

PIN CODE: 461417

PUMP CLIP CODE: 213838

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FIRKIN CODE: 195206

NOV-DEC

PIN CODE: 461344

PUMP CLIP CODE: 213919

A LC .

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FIRKIN CODE: 459102

PIN CODE: 461387

STY

AL

4.0

VO

PUMP CLIP CODE: 213994

DEC

NOV-DEC

NEW CLIP

STYL

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STYLE: WINTER ALE

N SHIP E QR

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ION

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FIRKIN CODE: 151365

PIN CODE: 461352

PUMP CLIP CODE: 213846

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There’s quite the festive season to getNEW people offNEW their SEASONAL to venues. ALE POS nothing POINT OFlikeSALE AVAILABLE sofas and out to the pub for a few drinks and maybe a bite to eat with friends, family and work colleagues. It’s a once-a-year unique

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WILLING AUDIENCE

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As many venue operators will know, cask ale drinkers are a loyal

opportunity.

bunch, with 70% of them saying they know they’ll choose cask even before they leave the house to head to your venue.

One of the biggest opportunities of all lies in cask ale, a drink that is literally like no other. Beer has a proud place at the heart of the

Yet while they are remarkably loyal to the category, they also like

great British pub and when it comes to finding the freshest beer or

to try different beers when they’re out. In fact, 60% of cask drinkers

ale, you can’t do better than cask ale.

will try at least two different cask products per visit.

Crafted with traditional and artisanal techniques, cask ale needs to

That’s why it’s critical to stock some favourites – like those you’ll

be served fresh to get the best of its uniquely complex and intricate

find on Greene King and Belhaven’s permanent range – as well as

flavour. It’s an experience that simply cannot be enjoyed at home

adding some variety and choice by stocking some cask ales from

– so cask offers a brilliant opportunity like no other to drive footfall

our seasonal Fresh Cask Releases range.

55

Brewed longer to a unique recipe using pale, amber and crystal malts, making it a full flavoured, smooth and mature beer.

with an

CHAMPION BEER

OF BRITAIN 2023

SEASONAL OPPORTUNITIES: CHRISTMAS BEER

An absolute must-stock at this time of year is Rocking Rudolph, the best-selling festive cask ale for eight consecutive years. You can read more about this remarkably successful ale in the feature starting on page 28.

But there are a couple of other fantastic options to consider:

PINS MAKE LIFE EASY It’s no secret that meeting the needs of your cask drinkers for a variety of styles can sometimes be challenging. There is always a balance to be had between offering choice and keeping waste to a minimum. This is where Pins come in – and our seasonal ales are now available in Pins format!

Containing 4.5 gallons of ale, Pins are half the size of a traditional nine-gallon firkin which means you only need to sell 12 pints a day to maintain the quality that is vital for keeping your ale drinkers happy.

Pins can help you:

ABBOT RESERVE Back by popular demand once again, Abbot Reserve has become a staple in the seasonal calendar and has done a remarkable job

1.

Broaden your range of ales

2.

Add cask ales to your line-up

3.

Offer cask during quieter times in the week

over the years of driving footfall, sales and profits for venues stocking it every December.

At 6.5% ABV, it’s a full-flavoured dark copper premium ale that is considered by many drinkers to be a natural festive tradeup on the much-loved Abbot Ale. Utterly distinctive, smooth and mature, it’s bursting with fruit cake and toffee flavours – the perfect pint for a winter’s evening.

This December marks the first time that Abbot Reserve is available in the smaller 4.5-gallon Pins format, making it easier than ever to cash in on the popularity of the Abbot brand and offer your customers a true Christmas treat. In other words, you

PERMANENT CASK RANGE

can trade up with minimum risk.

The Seasonal range is fantastic for

FIRESIDE WINTER ALE

adding choice and excitement, especially when offered alongside some

Fireside is another winter classic, a full-

of our classic favourites including:

bodied ruby winter ale with a mellow fruity finish. It features zingy grapefruit and lemon notes while black malt adds a nice level of refreshment.

At 4.5% ABV, it’s an easy-to-drink ale and is another fantastic option to offer on those cold, dark winter nights.

Available

through

November

and

December, this year Fireside features a new pump clip to help catch the customer’s eye.

Greene King IPA Abbot Ale Ruddles Best Hardy & Hanson’s Yardbird Pale Ale Old Speckled Hen Old Golden Hen London Glory Belhaven 80 Shilling Deuchars IPA

57

Category Masterclass: FUNKIN COCKTAILS Make the UK’s top classic cocktails with ease using the UK’s No.1 cocktail brand*.

• •

“Can I see your cocktail menu, please” It’s the question that is being asked of hospitality venues up and down the country.

For an exotic twist, swap Vodka for Spiced Rum!

Recent figures show that 8.3 million GB consumers now typically drink cocktails when visiting the on-trade. A highly valuable guest to attract, cocktail consumers are typically more affluent, spending more monthly in the out-of-home (£106.89 vs national avg. £93.65) with 57% eating/ drinking out weekly.

Passionfruit Martini

50ml Vodka 100ml FUNKIN Passionfruit Mixer • Shake with ice, serve & garnish

Who are the cocktail consumer?

Strawberry Daiquiri

50ml Rum 100ml FUNKIN Strawberry Daiquiri Mixer • Shake with ice, serve & garnish • •

Alternatively, why not try using Pink Gin for a Strawberry Smash!

Pina Colada 50ml Rum 100ml FUNKIN Pina Colada Mixer • Shake with ice, serve & garnish • •

For a fruity twist, use either a Flavoured or Spiced Rum!

Zombie

50ml Rum 100ml FUNKIN Zombie Mixer • Shake with ice, serve & garnish • •

For a Martini twist, use Vodka to make a tropical Pornstar!

Why are cocktails so important?

As well as attracting valuable customers, consumers expect to spend on average £9.27 per cocktail when out in the on-trade, a much higher price point than traditional alcohol categories such as beer or wine. As such, converting more guests into this profitable category ultimately results in a higher spend-per-head and cashin-tills for retailers. However, in order to justify their higher price point, it is vital to ensure cocktail experiences are of high-quality.

Classic vs Signatures

With over half of consumers opting for classic cocktails (+8pp vs 2022) and a further 34% of consumers always opting for tried and trusted favourites the nation’s best loved cocktails should be firm menu staples. Over a third of consumers now also opt for either modern or signature serves when out, giving venues the flexibility to twist the classics in their own way.

Maximising the cocktail opportunity with FUNKIN COCKTAILS

FUNKIN COCKTAILS’ range of pre-batch cocktail mixers are perfect for achieving high-quality, delicious, consistent cocktails every time. Packed full of real fruit and ready to mix, they also enable operators to cut down on preparation time and minimise waste. A company built-up from the on-trade, all of FUNKIN COCKTAILS’ mixers are designed with the UK’s bestselling classic cocktails top of mind.

Newly B-Corp™ certified, FUNKIN COCKTAILS products are available in a wide range of flavours and have been trusted by top bartenders to mix great tasting cocktails since 1999.

In need of more inspiration? Why not head over to FUNKIN’s brand new Trade Hub, an online platform where you can find training materials, POS support, trend reports and a wide range of cocktail recipes.

For more information scan the QR code or go to funkincocktailstrade.co.uk *Nielsen, Nielsen PRE MIXED ALCOHOLIC DRINKS Total Coverage Data MAT 27.07.2023 **CGA Mixed Drinks Report Q1 2023

SEASONAL OPPORTUNITY: PREMIUM MIXERS & SOFT DRINKS

Mix it up for

max profit Premium mixers and soft drinks offer an outstanding profit opportunity at Christmas – and this issue of Value for Venues is packed with great deals to help you max out on mixers.

Maximising sales and profit over the next couple of months is critical in ensuring that your business ends the calendar year on a high and has a strong platform upon which to build for a successful 2024.

Clearly, that means maximising sales of huge categories like beer, spirits and wine but it’s important not to lose sight of the enormous profit opportunity that mixers and soft drinks offer your business.

While beer and wine are almost exclusively drunk on their own, the vast majority of spirits sales will include a mixer of some kind – and that’s before we get to the increasingly important cocktails category.

MIX IT UP While this has undoubtedly been a challenging year on many fronts for both the trade and consumers, one trend has become abundantly clear: consumers may not be venturing out as often as they once did, but when they do leave the house to visit a pub, restaurant or other hospitality venue, they fully intend to have a great experience.

59

ADVERTISING

e. c i u j t i u r f 100% . g n i l k r a p That’s s Buy four cases of Appletiser 275ml x 24 and get one case

free DEAL 31

©2023 European Refreshments. All rights reserved. APPLETISER is a registered trade mark of European Refreshments. While stocks last.

DEAL 32

60

SEASONAL OPPORTUNITY: PREMIUM MIXERS & SOFT DRINKS

That means that they are looking for

lengthening it with an inferior quality

great quality drinks, great quality food

mixer.

and great quality service. Swathes

MIXER & SOFT DRINKS DEALS IN THIS ISSUE

of market research data also make it

That creates a clear opportunity for

clear that they are prepared to pay

venues to increase profits by offering

Robinson’s Fruit Shoot – buy four cases

more to get that special experience

top quality, big brand mixers – which

and get a case of Orange FREE! P32

they are looking for but, by the same

also help drive up cash profit per

token, they don’t want to pay over the

serve. It’s also critical that venues

J20 – Buy four cases from the J20 range

odds. In the simplest terms, they’re

communicate the fact that they use

and get a case FREE! P62

not necessarily looking for ‘cheap,’

and offer premium brand mixers

they’re looking for ‘value’. They are

to their customers using in-venue

Appletiser – Buy four cases and get a

happy to pay a little more to ensure

POS, social media posts and also by

case FREE! P60

that their experience is special, but

encouraging the team behind the

they still want the maximum bang for

bar to highlight this fact to customers

Schweppes – Buy four cases from a

their buck.

buying drinks.

selected range of products and get

That trend has important things to

PROFIT PLAN

Schweppes Slimline Tonic FREE! P22

in particular. During the festive period

And while premium mixers offer

Coca-Cola Zero Sugar – SAVE £3 per

we know that customers like to trade

premium profits, Greene King and

case! P88

up and push the boat out a little to

Belhaven are helping venues squeeze

help them make some new memories

even more profit out of every serve

Monster – Buy two flavours and get a

and elevate their experiences. That’s

by working with some of the world’s

third free! P22

likely to mean premium spirits, or a

leading producers to bring you a

cocktail – but when they trade up

plethora of fantastic deals on mixers

Fever-Tree – Buy any four cases and get a

to a more premium spirit, they don’t

this Christmas – and you’ll find them

FREE case of Mediterranean Tonic Water

want to dilute the experience by

in this issue of Value for Venues.

or Ginger Ale! P80

a case of Coca-Cola Zero Sugar or teach us about mixers and soft drinks

Cracker Juices – £2 OFF per case of 12!

P66 AG Barr – Buy eight cases of Irn-Bru and get a case of Barr Lemonade FREE! P100 AG Barr – Buy four cases of Simply Fruit and get a case FREE! P100 Fentimans – Buy any four cases and get a case of Victorian Lemonade FREE! P72 Red Bull – Buy three cases of Red Bull or Sugarfree and get a case of Tropical FREE! P76 Lucozade Sport - £1 OFF a case of Orange or Raspberry! P64

61

DEAL 33

OR

SEASONAL OPPORTUNITY: PREMIUM MIXERS & SOFT DRINKS

of alcohol – and calories – it’s likely that lots

like Appletiser and J20 allow you to offer

of visitors to your venue this year will be

something a little different to consumers.

looking for soft drinks.

YOUNGER CUSTOMERS Looking after these customers as well as the ‘designated drivers’ in every party can help

Christmas is, at heart, a family occasion so

ensure a great experience for everyone, as

it’s important to ensure that you have some

well as growing footfall, sales and profits.

great options for the younger customers that visit your venue for Christmas parties

In this issue Coca-Cola Zero Sugar is

or a day out with the family.

available with a special £3 discount per case while Red Bull is offering a free case of Red

That’s why Greene King and Belhaven have

Bull Tropical for every three cases of Red Bull

helped deliver a great deal on one of the

Energy or Red Bull Sugarfree purchased.

biggest kids drinks brands. Robinson’s Fruit

These high value, high volume lines are

Shoot is a very popular choice and in this

sure to be popular over the next couple of

issue you can claim a free case of Orange

months and these deals help make sure

Fruit Shoot when you buy any four cases

that venues can cash in on the strength of

from the range.

these global brands.

So, the stage is set and now all that’s left to There are also great deals on Monster

do is take advantage of these fantastic deals

and Lucozade Energy to help you target

and make sure you are all set up to really

customers in need of an energy boost, while

mix it up this Christmas and deliver those

special promotions on adult soft drinks

all-important festive profits.

We’ve got fantastic deals lined up from key brands like Fever-Tree, Fentimans and Schweppes, all delivering free stock or significant discounts.

You can, for instance, buy any four cases from a selected range of Schweppes and Coca-Cola products and get a case of CocaCola Zero Sugar or Schweppes Slimline Tonic. Or if you buy any four cases from the Fentimans range, you can claim a case of Victorian Lemonade free. Similarly, when you buy any four cases from the Fever-Tree range, you’ll get a free case of Mediterranean Tonic Water or Ginger Ale. Not only will you benefit from the additional profit of offering premium mixers and encouraging your customers to trade up, those extra free cases help push profits even higher once you’ve sold them through.

SOFT OPTIONS With the increasing trend towards many consumers moderating their consumption

63

ADVERTISING

DEAL 34

Scan this QR to order additional branded print POS and digital assets

ENJOY RESPONSIBLY. OLD MOUT IS BREWED IN THE UK. *Available from 1st November to 31st December 2023. Buy a combination of cases of 500ml Old Mout Pineapple & Raspberry, Kiwi & Lime, Berries & Cherries or Strawberry & Apple, 500ml Bulmers Original, 500ml Bulmers Crushed Red Berries & Lime, 500ml Inch’s, 330ml Heineken, 330ml Heineken Silver, 330ml Birra Moretti, 330ml Sol, 330ml Desperados or 550ml Newcastle Brown Ale to include a minimum of three different brands and where 4 cases in total are purchased and receive a free case of Heineken 0.0. Brewed in the UK. Subject to availability.

£1 OFF!

the uk’s no.1 sports * dRINK it’s on

DEAL 35

12x500ml Lucozade Sport Orange, 12x500ml Lucozade Sport Raspberry *IRI Wholesale Symbols & Indies – Value - Latest 52w data to 24/10/21. Recommended retail price.

LUCOZADE, LUCOZADE SPORT and the Arc Device are registered trade marks of Lucozade Ribena Suntory Ltd. ©Lucozade Ribena Suntory Ltd. All rights reserved.

64

PREMIUM BEERS: MEDIA CAMPAIGN

Flint Eye and Level Head hit TV screens!

A huge £1.5m media campaign is putting Greene King’s premium beers front and centre this winter, helping to drive sales in venues across the nation.

Since launching in 2021, backed by a significant

Both beers have already picked up industry

£10m investment, Greene King’s premium beers

awards, with Level Head securing a Silver Medal

Flint Eye and Level Head have rapidly established

and Flint Eye claiming a Bronze Medal at this

themselves as firm favourites with a broad

year’s Bartenders’ Brand Awards for their “taste,

spectrum of drinkers.

design and value”.

A new £1.5m campaign running until mid-

The launches represent an exciting new direction

December will garner attention for the two

for Greene King and help open up more

brands as the critical festive period approaches.

opportunities for customers to drive fresh footfall,

WHAT YOU NEED TO KNOW… £1.5m spend Eight-week campaign TV ads during nine Rugby World Cup matches

sales and profits.

Proximity digital and social media

drew on its 200 years of brewing expertise to re-

The premium beer category is an important one

Out-of-home billboards

imagine recipes and create a new 4.5% premium

for many venues and often helps target a different

dry hopped lager – Flint Eye – and a new 4% ABV

consumer demographic, bringing new customers

session IPA, Level Head.

to your door.

To create these two new beers, Greene King

Taxi wraps

65

ADVERTISING

DEAL 36

THE ORIGINAL

REFRESHMENT

STOCK JAPAN’S NO.1 BEER

£1 OFF A CASE* DEAL 37

Terms and Conditions - Available during the promotional period from 1st November to 31st December 2023 and specific to this brochure feature. Available in the UK only. Advertised discount is based on 1 case of 24x 330ml NRB of Asahi Super Dry 5% and limited to 1 deal per outlet. The promoter reserves the right to withdraw this promotion at any time. While stocks last and subject to availability.

Promoter Asahi UK Limited, Griffin Brewery, Chiswick Lane South, London, W4 2DB

66

PREMIUM BEERS: MEDIA CAMPAIGN

MATCH MADE IN HEAVEN

WHAT OUR CUSTOMERS SAY…

The TV ads were aired at half-time during key Rugby World Cup matches: Ireland v Tonga England v Japan England v Chile South Africa v Ireland Wales v Australia England v Samoa Ireland v Scotland England v Wales

STUART KERLEY, THE GEORGE INN, SOMERSET

England v New Zealand

“Greene King make some great beers and that’s why we stock them. We’ve had Flint Eye and Level Head in for a while now and they sell really well, particularly Level Head. I’m not an IPA drinker myself as a rule but when I tasted it for the first time I thought ‘wow’. It’s just a fantastic beer, very tasty and very easy to drink – and our customers seem to agree.

The launch of both Flint Eye and Level Head lets

The biggest-ever media investment in the

you offer your premium beer customers even

brands, the campaign includes TV ads that ran

more choice with two carefully created premium

throughout the recent Rugby World Cup. The ads

beers that will appeal to those looking for

featured at half-time during some key matches

something new and interesting to liven up a trip

featuring England, Scotland, Wales and Ireland,

to their local.

massively raising awareness of the brands and encouraging trial.

SMALL SCREEN STARS The campaign was carefully planned to support The recent £1.5m media campaign helps maintain

Greene King Free Trade customers nationwide,

the huge momentum that both brands have built

with proximity digital and social media as well

up and will help drive sales in venues across the

impactful out-of-home billboards and taxi wraps

nation.

across London.

Launched in mid-September, the eight-week

If you would like to take advantage of this

campaign will reach more people than ever

investment, please speak to your SDM today

before.

about installing Flint Eye and Level Head.

“I also think the branding on the two new premium beers is awesome. Really contemporary and edgy but with nods to the long history of Greene King and the characters that inspired the beers.

Our pub is a 16th century coaching inn that we’ve brought up to date so there’s some nice crossover there.

“Flint Eye is also doing well, selling consistently and building up a fan base. I can see them both continuing to be very successful brands.”

TO FIND OUT ABOUT STOCKING FLINT EYE AND LEVEL HEAD, PLEASE SPEAK TO YOUR SDM.

67

GET IN THE SPIRITS WITH £1 OFF EACH BOTTLE DEAL 38

*Please ask about the outlet support model for addtional support. No limit on buy in.

RANGE FREEDOM: WINE

Winning with

Wine Wine Category Manager Fiona Davies discusses how Greene King’s extensive wine range can help you exploit an extremely exciting category and offers some great advice on the latest wine trends ahead of the festive period.

OUR VISION FOR WINE… Greene King and Belhaven have a centuries-old history of providing the finest quality beers to venues across the country – but we also have a long and venerable history of providing our customers with a carefully curated range of high quality, great value wines.

We are perfectly placed to help you exploit the enormous sales and profit opportunity that the wine category presents.

1. Just for you Our extensive list of wines has been specifically created by experts with the Free Trade in mind.

The wines have been chosen to allow you to appeal to a broad cross-section of consumers.

2. Exclusives Our range features many new and exclusive wines that can help set you apart from the competition.

3. At your service We are also able to provide a number of important support services to help you maximise your wine sales. We offer, for example, a wine menu design and print service that helps you ensure your wine menus look great.

4. Guaranteed availability

I don’t think anyone needs to be

affecting consumer spending and,

reminded that the past year has

of course, the challenges that every

been another challenging one for

hospitality venue now faces following

We guarantee that the vast majority of the

the trade in general and the wine

the overhaul of the alcohol duty

wines we list will be available for a full 12-month

category particularly, but there’s still

system in August.

period, allowing you to build you wine list in confidence.

no question that this an exciting time for the category.

In spite of all of this, wine remains a vibrant, exciting and opportunity-

5. Great prices and promotions

As we approach the critical festive

laden category. This is in no small part

period and look ahead to 2024, it’s

down to the fact that we are seeing

With price as important as ever, we offer an

probably safe to assume that the year

strong and positive indicators that

extensive array of great pricing and promotions

ahead will also have its challenges

the way consumers engage with wine

throughout the year to help you maximise sales.

with the ongoing cost-of-living crisis

is changing.

69

Spain’s No.1 Beer Brand*

DEAL 39

Free 50L keg

& branded glassware on install

Contact your Sales Development Manager for more information Promotion applies to deliveries from 1st September – 31st October 2023. Keg offer: 100 deals available. Free 50L keg awarded upon confirmation of install. Glassware subject to availability.

Buy 2 cases of Estrella Galicia 4.7% or Gluten Free 5.5% DEAL 40 330ml Range and receive a free case of Estrella Galicia 0.0% Place your order via customer sales Promotion applies to deliveries from 1st November – 31st December 2023.

Bottle offer: All cases are 24x330ml and subject to availability. Maximum 5 deals per customer.

RANGE FREEDOM: WINE

Despite total UK still wine volumes reducing over the last five years,

The key question, then, is how you take advantage of that trend.

the regular wine drinking population has actually increased. People

The first step is to build a wine list that delivers what this new

are regularly drinking wine in the on-trade – they are just choosing

generation of consumers is looking out for. Just as importantly,

to drink in moderation.

however, it’s important to help satisfy those consumers keen to engage more deeply with wine. They are looking for information

Encouragingly, we are seeing that the higher-spending, more

that help enhance their drinking experiences and elevate them.

adventurous wine segment has grown, and these types of

That could be as simple as adding more details onto your wine

consumers are spending more on quality and premiumisation. This

menu. Or, you could train your team to offer advice and support to

explains why market value at the premium end has remained stable

consumers looking for a richer experience from your venue.

post-Covid, and also when compared with three years ago before the pandemic took hold.

In essence, ask yourself how you can help your customers make great choices.

It also explains why the biggest falls in volume have come in the lowest price bands.

DUTY CALLS

ENGAGED AUDIENCE

The recent increases in wine duty for most wines remains a key challenge but to protect our customers from this cost, we have long

What we are seeing clearly is that wine drinkers are more involved

been working closely with our winemakers to reduce alcohol in our

with the category than ever. They want to know more about the

entry-level wines, in a way that does not impact on wine taste and

wines they are drinking, they want to seek out new and exciting

style.

wines and they want wine to be a fundamental element of their experience when they visit a venue.

FREE WINE LISTS!

What we term ‘Generation Treaters’ are on the rise. This consumer segment is seeking out enhanced experiences – and they are prepared to pay a premium. Conversely, the number of bargain-

Did you know that we offer a FREE wine list service?

Speak to your SDM to find out more.

driven consumers is on the decline.

71

ADVERTISING

DEAL 41

Buy any 8 cases, Get 1 case Free of 12 x 187ml still minis!

DEAL 42

Offer available from the 1st November – 31st December

72

RANGE FREEDOM: WINE

Our passionate winemakers are using

The Yalumba brand from Australia

a variety of cutting-edge methods to

already enjoys a strong following

ensure that any changes to ABV will

so the new Yalumba Organic Shiraz

be in line with Greene King’s high

should find a ready audience while

standards.

the organic nature of the wine will appeal to a growing segment of

NEW AND EXCLUSIVE

customers keen to seek out organic wines. It’s a medium-bodied wine

One really effective way of growing

with aromas of fennel, blueberries

your wine sales is by building a wine

and plums, finished with a hint of

list that will help add interest and

black pepper and spice in the classic

excitement for your customers and

Australian Shiraz style.

set you apart from the competition.

For white wine lovers, why not try To help you do just that, we have

the new Seahills Sauvignon Blanc,

been busy sourcing some new and

another Australian wine that delivers

exciting wines from some of the

a classic Marlborough Sauvignon

world’s

up-and-coming

Blanc taste profile with tropical fruit

producers. We have also secured an

flavours and a long-lasting fruit finish.

leading

extensive range of exclusive wines, available only through Greene King

RANGE BY VENUE

and Belhaven, which you can take advantage of to build a unique wine

While new and exclusive wines may

list that will help bring customers to

appeal to most venues, it’s obviously

your venue and provide them with

vital to create your range with your

interesting and unusual wines that

specific consumer base in mind to

will elevate their experience.

ensure that your wine list meets the needs of all of your customers.

A great example is the new Chapel Down Brut NV. With English wines

With long experience and expertise

continuing to perform well, this

across all venue types, we can help

sparkling wine is a fantastic, high

you build a list that will work for

quality, home-grown wine that you

your specific venue. All you have to

comfortably offer as a very credible

do is speak to your Greene King or

alternative to Champagne.

Belhaven SDM and they will be more than happy to provide you with the

With aromas of crisp red apple,

support and advice you need.

citrus fruits and freshly baked bread alongside hints of strawberry and

Our annual Wine Brochure offers a

quince on the palate, it’s a fantastic

wealth of advice and information to

wine that is well worth trying.

help you grow your wine sales, as well as a full list of every wine available

Also available exclusively through

from Greene King and Belhaven.

Greene King and Belhaven is elegant new South African red wine Doctor’s

With the wine category so full of

Orders. Delicate with ripe cherries

opportunity at the moment, it’s the

and Turkish Delight on the palate, it’s

perfect time to take a fresh look at

a clean, fruit-driven wine that goes

your offer and make sure you are

well with food but it also fantastic as

making the most of this important

a glass on its own.

category.

OUR 2023/2024 WINE GUIDE IS AVAILABLE NOW. THIS LISTS EVERY WINE THAT WE OFFER AND IS A GREAT PLACE TO START WHEN LOOKING TO REFRESH AND REINVIGORATE YOUR WINE RANGE. SPEAK TO YOUR SDM OR YOU CAN VIEW A DIGITAL EDITION OF THE BROCHURE AT: ISSUU.COM/GREENEKINGFT/DOCS/GREENE_ KING_WINE_GUIDE

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DEAL 43

MEET THE TEAM: KATHRYN CHABOWSKA, HEAD OF BUYING

Meet The Team:

Kathryn Chabowska In this issue we catch up with Kathryn Chabowska to learn more about how she is working to deliver the best possible offer for free trade customers.

ABOUT KATHRYN Kathryn joined Greene King in June this year after 22 years with Matthew Clark, currently owned by C&C, although it has changed hands many times during those two decades or so.

She began her career in telesales before working in various roles across the business from trade marketing and category management to buying.

In that time, she has worked across every product category and, before joining Greene King, was Head of Buying at C&C. She is now Head of Buying at Greene King, and her considerable experience and passionate commitment are already delivering real benefits to every Greene King and Belhaven customer.

SO, KATHRYN, WHAT DOES A TYPICAL DAY LOOK LIKE FOR A HEAD OF BUYING? There is literally no such thing! No two days are ever the same and that’s particularly true as I’ve only been with Greene King for four months. I’m still very much in the early stages of learning about the business and how it operates, meeting the people who work here, working with our suppliers and understanding how I can put my experience to good use and help make a difference for our customers. It’s very exciting!

YOU ARE ENJOYING IT SO FAR, THEN? I’m absolutely loving it! Having worked for the same company for over two decades, it’s really enjoyable to be having to learn how Greene King works. So far, though, it’s been just so enjoyable. There is a great team here and we work really well together, finding the best possible ways to deliver the Value for Venues philosophy and giving our

75

BUY 3 CASES OF RED BULL ENERGY OR SUGARFREE

RECEIVE A FREE CASE OF RED BULL TROPICAL DEAL 44

FREE*

CASE SIZE: RED BULL ENERGY 250ML (24 X 250ML) RED BULL SUGARFREE 250ML (24 X 250ML) RED BULL TROPICAL 250ML (12 X 250ML)

MEET THE TEAM: KATHRYN CHABOWSKA, HEAD OF BUYING

customers everything they need in one place.

able to identify lots of opportunities where we can work closer with suppliers to deliver a

WHAT DOES YOUR ROLE INVOLVE?

better range and a better service and add value to our customers. My team and I are already

Essentially,

I’m

responsible

for

building

relationships with our suppliers to ensure we

delivering some solid gains that are helping our customers make more money.

have a market-leading offering. We are first and foremost a brewer and our number one priority must always be to sell our own beer, but also,

CAN YOU GIVE US A REAL-WORLD EXAMPLE?

we offer customers everything else they may need, all from one place, in one delivery and

Take Christmas, the biggest annual opportunity

on one invoice. What that means is that I spend

for the hospitality trade. At Matthew Clark,

a lot of my time working with our suppliers,

all key suppliers were fully engaged with

understanding their plans, and seeing how

the company around the festive period. I’ve

they can be smoothly incorporated with our

brought that ethos to Greene King and the

own. Basically, we set out to build joint plans

evidence is there to see in this issue of Value for

with our key suppliers that deliver for us, deliver

Venues magazine. It’s the biggest issue of the

for them and, most importantly, deliver for our

magazine we’ve ever done because we have

customers.

agreed more exciting supplier promotions in a single period than ever before. That directly

HOW IMPORTANT ARE THIRD PARTY SUPPLIERS TO GREENE KING?

benefits our customers and will help them

They are fundamental to our success as a

DO YOU EXPECT CHRISTMAS TO BE STRONG, THEN?

business and are vital to our goal of delivering

make the very most of the festive period.

true Range Freedom, one of the key pillars of our Value for Venues strategy. Our goal is to

I do, as long as we don’t see another wave of

offer exactly the right range that our customers

train strikes! Last year’s strikes caused untold

need to maximise footfall, sales, and profits –

harm to the trade so if we can avoid those this

and that range obviously includes our own beer

year, I think we may well have the best Christmas

but also very much includes important lines

since pre-pandemic. I’m also confident that

across every product category like spirits, cider,

2024 will be an important year. The plans

wine, and soft drinks.

we are currently developing to support our

“WE SET OUT TO BUILD JOINT PLANS WITH OUR KEY SUPPLIERS THAT DELIVER FOR US, DELIVER FOR THEM AND, MOST IMPORTANTLY, DELIVER FOR OUR FREE TRADE CUSTOMERS.”

customers in 2024 are really exciting. There

HOW HAS YOUR EXPERIENCE AT MATTHEW CLARK BENEFITTED YOU IN YOUR NEW ROLE?

are also lots of huge sporting events like the Euros and Olympics, so I think 2024 could be a breakthrough year in some ways. That’s what we’re planning for!

Hugely, and in all sorts of different ways. I am

77

ADVERTISING

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78

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COST SAVING: MONEY MAKER

Smarter payments,

bigger profits

£2,500 SAVING Case Study

Wombourne Cricket, Tennis & Bowling Club, Wolverhampton “While the sports side of the club is fundamentally important to us and is

Through its Money Maker programme, Greene King and Belhaven offers access to Worldpay’s suite of solutions and services that can help you save money and drive operating efficiencies, ultimately growing your profits.

doing really well, the social side of the club is also thriving, and we host entertainment nights once every month in the non-

T+1

Faster access to your money: your cash will typically be in your account the next business day.

cricket season, and every two to three months we put on sports nights with local legends. We’re a busy club and we play an important role in our community.

“Our Greene King SDM introduced us to World Pay. I have to say I was very impressed because the contact from World Pay was instant. It only took three or four weeks

In today’s challenging trading environment it

than $9 trillion, and supports payments for over

for them to analyse

has arguably never been more important to take

250,000 UK small business customers.

and understand our requirements then draw

advantage of every opportunity to cut costs, drive efficiencies and increase profits. One of the

What is perhaps less well known, however, is that

up a contract. Within

simplest ways of achieving all of these goals is by

Worldpay also offers a range of solutions and

another three or four

leveraging the power of smarter payments.

services at every stage of the customer journey

weeks the card machines

that can help venues gain much deeper insight

were installed and active.

Covid saw a huge increase in contactless

into their business that can help increase footfall,

Everything was done

payments – a shift that has endured. As part of

sales and profits.

on FaceTime, even the activation!

its Money Maker programme, Greene King and Belhaven has partnered with payments provider

At the heart of this opportunity is the Worldpay

“Best of all, we’re seeing

Worldpay to help venues reduce the cost of doing

Dashboard, which is available to every venue with

an annual saving of around

business and increase operating efficiencies.

a Worldpay terminal. The dashboard is a cloud-

£2,500 and we have had

based portal which means you can access it from

MORE THAN PAYMENTS

absolutely no issues with

anywhere at any time with any device.

the equipment since

Most people know Worldpay as a company that

As well as providing instant access to all of your

have not had to call World

provides card payment terminals and, indeed, it is

card transactions and monthly invoices, it also

Pay’s support for any

the largest provider in the UK. Worldpay processes

allows you to gain invaluable insights to help

problems.”

some 75 billion transactions a year, worth more

you make better business decisions. It lets you,

installation, and thankfully

79

File Ref: 1010915_FT_Wholesale_Christmas_Ads_180x129mm File Size: 210mm (W) x 148mm (H) – File Scale: 1:1 ADVERTISING Page Number: 1 of 1 – No. Applications: 1 File Notes: None

DEAL 47

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DEAL 48

80

COST SAVING: MONEY MAKER

FREE CONSULTATIONS

ABOUT WORLDPAY Worldpay from FIS is a leading payments technology company that powers global commerce for merchants, banks and capital payments.

As experts in all aspects of payment technology and solutions, Worldpay offers a free consultation service to customers across a range of common challenges and opportunities including:

Processing 75 billion transactions a year, worth more than $9 trillion, Worldpay supports payments for over 250,000 UK small business customers.

Managing queues Equipment selection

WORLDPAY SOLUTIONS

Analysing and understanding your customers

Worldpay offers a range of solutions to help venues leverage the power of smarter payments to grow footfall, sales and profit:

Increasing profitability Online payments

Card terminals Online payments Contactless Social media

ADDITIONAL SERVICES

Business finance

Worldpay offers a range for example, view and compare your sales trends

Worldpay can also help you accept online

of services all available

over time which can help you with establishing

payments,

through your Worldpay

the most profitable range, streamlining your

payment if you offer home delivery or offer in-

ordering process and enhancing your marketing

venue online or in-app ordering, all of which can

and social media activity.

help reduce the workload of your staff and reduce

organise

remote

ordering

and

It can also help you to keep on top of your cash

AMEX

FREE CONSULTATIONS

you faster access to your money: your cash will typically be in your account the next business day.

Last, but not least, Worldpay offers a free consultation service to venues. With vast

This can be particularly helpful if your venue

experience in all aspects of delivering smarter

experiences high turnover periods at the

payments

weekend. T+1 means you don’t have to wait

Worldpay can help you find the best and most

for the weekend’s takings to be settled before

effective way of tackling a range of common

replenishing stock.

challenges such as managing queues, choosing

and

Mobile top-up Gratuitied

staffing costs. flow, as can Worldpay’s ‘T+1’ model, which gives

card machine:

more

efficient

operations,

Purchase with cashback Purchase card acceptance Pre-authorisation

the right equipment for your needs, analysing

TERMINAL SOLUTIONS

and understanding your customers, offering online payments and increasing profitability.

In addition to straightforward acceptance of payments, Worldpay offers a range of services

Many Greene King and Belhaven customers

which are all available through the Worldpay

have already seen the benefits of working with

card terminal. The terminal can, for instance, be

Worldpay – and you could too. Transferring to

used to provide mobile top-up services, handle

Worldpay is quick and simple. Simply speak

staff gratuities, accept AMEX payments and offer

to your SDM or visit fisglobal.com for more

cashback services to your customers.

information.

TO FIND OUT HOW WORLDPAY COULD HELP SAVE YOU MONEY AND INCREASE YOUR PROFITS, SPEAK TO YOUR SDM OR VISIT FISGLOBAL.COM

81

FINANCIAL SUPPORT: THE BRIG & BARREL, DUNBAR

Dunbar Bringing a dream to life in

Dunbar publican James Hughes has recently fulfilled his long-held dream of buying the freehold for his popular Brig & Barrel pub – with a little help from Greene King and Belhaven.

It has been another rollercoaster

Brewery to let him buy the

of a year for Dunbar publican

freehold.

James Hughes, whose Brig & Barrel featured in the January

“I officially became the owner

issue of this magazine.

at 5.45pm on the 23rd of June,” laughs James. “I know that’s a

Sitting almost within a stone’s

bit precise, but it’s a memory

throw of the Belhaven Brewery,

that will stay with me as long as

the pub has been transformed

I live.”

beyond

recognition

since

James first took it over in May

What matters most, he says,

“I OFFICIALLY rather than helping my landlord biggest-ever week this summer, BECAME THE While the Brig & Barrel quickly buy a new Rolls Royce!” in terms of takings, and we even OWNER AT built up a huge head of steam, broke through a target we set coronavirus soon threw a major James says “it feels great” to see ourselves a long time ago but 5.45PM ON spanner in the works. But once that money going towards the never really believed we would THE 23RD Covid began to recede, he loan every month now, “rather reach.”

OF JUNE quickly picked up where he had than disappearing out the door left off pre-pandemic and the never to be seen again”.

He’s not getting complacent, – AND IT’S pub has continued to flourish. however. “It’s hard,” he says.

A MEMORY “I also have to say that Keith “But we’re performing well. I’m Thanks to an agreement with Grieve at Belhaven was hoping for a decent December, THAT WILL his landlord, James was to be unbelievably supportive,” he and we have some bookings STAY WITH ME offered the opportunity to adds. “He played a massive role already, then if we can get purchase the freehold at the in helping us get the finance through January and February AS LONG AS I end of the initial five-year lease. sorted.”

I’m hopeful that this will be my LIVE.” 2019 with the help of a loan

is that he’s now “paying down

on last year, which is amazing

from Belhaven Brewery.

a loan on bricks and mortar,

really. In fact, we had our

That happened earlier this year

last-ever nervous winter! I really

and, having paid off his original

James is equally pleased that

think we’ll see life get back to

loan, James was able to secure

this summer has been a corker

something a little more normal

a new loan through Belhaven

for him. “We’re up around 20%

next year.”

JAMES HUGHES, BRIG & BARREL

83

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KIT CONTENTS • PUMP CLIP CROWNER • POSTERS • DRIP MATS • CUSTOMER ACCESS TO COMPETITION MICROSITE

5o0 T-SHIRTS TO BE WON CONTACT YOUR SALES DEVELOPMENT MANAGER FOR MORE INFORMATION AND TO PLACE YOUR ORDER The promotion closes 23:59 on 31/12/2023. Offer available for deliveries between 1st November and 31st December. No cash alternative.

Kits available for first 100 customers. All items shown are subject to availability. Customers can enter the competition via scanning a QR code on the POS.

RECENT LISTINGS

Freshen up your drinks offer for Christmas Greene King and Belhaven have recently listed some great new products to help you cash in on the lucrative festive sales period.

JACK DANIELS & COKE 330ML CANS

SMIRNOFF MANGO & PASSIONFRUIT TWIST 70CL

A marriage of two truly iconic brands, Jack Daniel’s and Coca-Cola ready-todrink cans offer venues a quick and easy solution to delivering the perfect serve every time with a minimum of fuss. The eye-catching simplicity of the cans combined with the ease and speed of serve make this a must-stock product.

An exciting and bold flavour from the world’s No.1 vodka brand, Smirnoff Mango & Passionfruit Twist will help venues build on continued consumer interest in the flavoured vodka category. Bursting with mango and passionfruit, the 37.5% ABV product is simple to serve and delicious to drink over ice mixed with lemonade and garnished with a slice of lime or passionfruit or as a Mango & Passionfruit Martini, Spritz or Punch Cocktail.

GUINNESS 0.0% 538ML CANS Guinness 0.0 is the Guinness with everything, except alcohol. The beer shares the same smooth taste and balanced flavour thanks to a process that brews Guinness as it has always been brewed but then removes the alcohol through cold filtration, protecting the integrity of its taste and character. Perfect for those looking to moderate their consumption this festive period.

THATCHERS BLOOD ORANGE DRAUGHT Crafted with naturally juicy, aromatic Braeburn, Fuji and Gala apples chosen for their sweetness Thatchers Blood Orange is a vibrant, sweet cider bursting with natural blood orange flavour. Ideal for a zesty, refreshing pint at any time of day, it will help bring new drinkers into the category as well as appealing to existing fans of flavoured ciders.

85

MORE THAN A WHISKY BUY THE UK’S NUMBER 1 MALT WHISKY* AND ENJOY £1 OFF PER BOTTLE SCAN THE QR CODE TO WATCH THE NEW JURA TV ADVERT

DEAL 50

Welcome to Jura. A few miles off the west coast of Scotland you’ll find our island; remote, sometimes wild, yet always beautiful. Home to roughly 212 islanders, one road, one pub, one distillery. *NIELSEN / SCANTRACK TO 17.07.23 **DISCOUNT WILL BE CREDITED AT THE END OF THE PROMOTIONAL PERIOD

BUY ANY 6 OF BOTTLES AND RECEIVE A FREE 0.7CL WHYTE & MACKAY BLENDED SCOTCH WHISKY* DEAL 51

CHARITY: MACMILLAN CANCER SUPPORT

Doing good is good for

business!

This Christmas will see Greene King once again support Macmillan Cancer Support with 5p plus VAT given per pint sold.

Rocking Rudolph

If you’ve ever heard the phrase ‘doing good is good for business,’ then you’ll need no convincing to stock Greene King’s fantastic limited-edition Rocking Rudolph cask ale this

Style: Premium Bitter

Christmas.

Colour: Dark Copper ABV: 4.2%

Not only is Rocking Rudolph an extremely high-quality ale that’s hugely popular with your

Firkin Code: 198914

customers – it’s the number one selling Christmas ale – you’ll also have the satisfaction of

Pump Clip Code: 209571

knowing that £3.60 plus VAT will be given to Macmillan cancer support for every firkin sold.

A delicious, full-bodied beer with fruity esters and a malted toffee taste. No wonder it continues to be the bestselling Christmas ale.

That’s the equivalent of 5p (+VAT) from every single pint sold. This is highlighted on the Rocking Rudolph POS, helping drive sales and giving your customers an added reason to enjoy a pint or two of what is rapidly becoming a Christmas classic.

It’s the ultimate win/win. So doing good really is good for business.

CHRISTMAS CRACKER Featuring as part of Greene King’s Fresh Cask Releases range of seasonal and limited-edition cask ales, Rocking Rudolph has been a huge hit with both venues and their customers. So much so, in fact, that it is officially the top-selling Christmas ale. continued on p89

“THE ROCKING RUDOLPH DONATION SCHEME IS BY FAR GREENE KING BREWERY’S BIGGEST FUNDRAISER OF THE YEAR FOR MACMILLAN CANCER SUPPORT.” For every pint of Rocking Rudolph sold Greene King Brewing and Retailing Ltd will pay £0.05 plus VAT to Macmillan Cancer Support* a registered charity in England & Wales (261017), in Scotland (SC039907) and in the Isle of Man (604))*Paid to Macmillan Cancer Support Trading Limited a wholly owned subsidiary of Macmillan Cancer Support to which it gives all of its profits.

87

ADVERTISING

DEAL SAVE £3 52 PER CASE off 24 x 330ml Coca-Cola Zero Sugar

m y. c c e p . c o m

SCAN ME

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90P OFF 70CL

SAVE ON SMIRNOFF FLAVOURS!

90P OFF EACH BOTTLE IN THE RANGE BELOW!*

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DEAL 53

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88

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Diageo

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S

K ALE

The bestselling Christmas e King selection of Fresh Cask Releases for 2023. ale!

IF YOU OR ANY OF YOUR COLLEAGUES WOULD LIKE TO DONATE TO MACMILLAN CANCER SUPPORT, IT WOULD BE ENORMOUSLY WELCOMED. JUST SCAN THE QR CODE HERE:

ymbolic to any great British pub and when it hest, you can’t do better than cask ale. Crafted sanal techniques, cask ale needs to be served fresh plex and intricate flavour.

Scotland & Wales (261017), in ed charity in England Cancer Support† a register to which it gives all of its profits. plus VAT to Macmillan Support g Limited will pay £0.05 ry of Macmillan Cancer King Brewing and Retailin Trading Limited a wholly owned subsidia Rudolph sold Greene Support Rocking of Cancer pint an every *For to Macmill Isle of Man (604). †Paid (SC039907) and in the

nnot be enjoyed at home, cask offers a like no other to drive footfall to pubs.

It’s no surprise then that many consumers tell us how much they love Rocking Rudolph. Here, for example, is a typical comment from a genuine consumer: “Rocking Rudolph is in my view one of the best ales and I look forward to being able to drink it each year. I would recommend this beer to any ale lover as it suits most palates and is an easy drinker which quenches your thirst.”

T FA L L O N AHELPING L S HAND

FRESH CASK ROOTED IN LEGENDS

loyal group!

7 in 10 For 2023 we’ve launched our Fresh Cask Greene King has a long history of supporting Macmillan Cancer Support and has oose cask before they Releases, a portfolio of 18 seasonal cask beers. now helped £16m for the charity to provide the invaluable work it However, these very raise more than Filled with a combination of returning favourites, does for those affected by cancer. different brands when key calendar creations, collaborations and new rinkers will choose at and exciting ales inspired by legendary stories of ds in one The visit,Greene making people and places associated with beer, King Brewerythe teams, for instance, have climbed mountains, biked,we ran o your permanent cask certainly have an incredible year ahead. and walked their way to raising £30,000 for Macmillan this year. Greene King Free Plus with the introduction of Greene King’s Trade customers have also playedIron an active role and havea helped raise overgives £9,000our Cask Guarantee, promise that of this total so far. free-trade customers the ability to claim a refund or credit for expired unsold cask ale, it’s the best time to get involved with our limited-edition Of all the fundraising initiatives carried out on behalf of Macmillan Cancer Support releases, risk-free.

by Greene King Brewery, the Rocking Rudolph activity is by far the biggest.

T T O F WIN-WIN For further information VE on the cask beers coming So what’s not to like about Rocking Rudolph this Christmas?

Not in 2023, contact your Sales

using natural, handManager, only you get to offer yourDevelopment customers the most popular festive m the water wedoextract phone 0345 600 1799, cask ale of all, you also get to help a vitally important charity. ury St. Edmunds to our or scan the QR code hops and, of course, our

PLEASE SEE OUR DEAL ON P30 TO SEE HOW YOU CAN GET gorous quality HANDS ON A FREE ROCKING RUDOLPH POS KIT. g process. Each ale YOUR is That starts with the quality of the ale and how ght times during its IF YOU WOULD LIKE TO STOCK ROCKING RUDOLPH HELPa RAISE it’s presented to your guests. AND There’s perception we consistently achieve MONEY FOR MACMILLAN CANCER SUPPORT, SPEAK to TO keep, YOUR SDM, that cask is a difficult product however this is 0345 not true.

If youVISIT get the basics right, it CALL 607 5325, Customer Brewery really isn’t that hard at all and can provide great ing, knows the pride CUSTOMERSERVICESDUNBAR@BELHAVEN.CO.UK commercial benefits. to ensuring our cask ale OR SCAN THE QR CODE ABOVE. We have a comprehensive technical duction, but also the support set-up across Greene King, aces in trade. ranging from help with dispense issues, all eing an the way through to master cellar training unique to the pub, courses to educate bar staff.

how it off!”

HOW ARE DONATIONS USED?

As the UK’s leading cancer support charity, Macmillan relies on donations to fund the outstanding work it does every day of every year. To give you an idea of how the donations you help raise are used, here are Ourthe new lookisreleases have be some examples of how money spent:

2023 – T

received by customers and consum

Around £7 could cover the cost of a So far we have cheered on the I nurse offering a patient a personalised eHNA assessment and careScrumdown, plan.

Rugby with toasted K

with and celebrated £20 could help run Coronation Macmillan’s Ale Online Community forum forEdmunds. one hour. In with St this time, 100 people affected by Collaborations have also proved cancer in the UK can give emotional Spring brewed and practical supportBreak, to each other by apprentice on anything to do with cancer – from Brewing Pro Nottingham University treatments, toreturned coping with everyday for a second year whilst o life, to the death of a loved one.

with Big Hug Brewing saw a homele

£26 could help an energy specialist on Pave the Way launch in May. the Macmillan Support Line deal with a We have also seen the success call or web enquiry.

brand new beers Opening Session

£51 could help financial guides on the Special, both by people a Macmillan Support Line dealinspired with a call or web enquiry. associated with beer and brewing

£181 could provide emotional support to one person living with cancer for around eight weeks, through ongoing Our Fresh Cask Releases will a and regular telephone sessions with a Macmillan Buddy. return of seasonal favourites that

THERE’S STILL LOTS

a hitthe with guests.cost Bonkers Conker £372 would cover estimated of providing theand Bupa Counselling Service of course Rocking Rudolph, th to each referred person, so they can Christmas Ale2 will all make an ap receive effective psychological support along with Fresh Legs golden that’s tailoredyear to their needs.

on to the bar for the International

£846 could pay for a translated October. factsheet explaining how to access Macmillan services following cancer There are 2amore amazing coll diagnosis. Macmillan wants everyone other breweries on the way too! to know about the support available and provided by it. This is one of Macmillan’s core information factsheets made available in 15 languages. In the last year, the charity has expanded the range of languages available to include both those identified by Macmillan as the most commonly spoken amongst more marginalised communities in the UK and those spoken by people from key refugee communities. Macmillan now routinely offers information Greene King is inproud to have o Turkish, Ukrainian, Pashto, Dari and of brewing history and to be the h Farsi (Afghani) as well as 11 longof the nation’s favourite cask bran standing languages.

OU

GREENE KIN

expertise and heritage, we continu

£1,202 could pay for a Macmillan our range and create new and exc nurse for one week, helping people for the future. living with cancer and their families permanent receive essential Our medical, practicalcask and ale range emotional support. flagship Greene King IPA, which h

rate of sale within the free trade3, also a top performer, with the hig in premium cask ale4.

89

BUY ANY 4 CASES AND RECEIVE 1 CASE FREE DEAL 54

T R Y T H E R E F R E S H I N G TA S T E O F R E KO R D E R L I G

While stocks last. Rekorderlig 500ml bottles.

Promotion valid from 1st November - 31st December 2023.

CHARITY: PROUD TO PITCH IN

Proud To Pitch In

helps bring dreams to life Greene King IPA’s Proud to Pitch In initiative is helping grassroots sporting clubs across the country bring their dreams to life and drive community engagement with sport of all kinds.

Having smashed through the £500,000 in grants landmark, Greene King IPA’s Proud To Pitch In initiative has continued to help grassroots sports clubs across the UK achieve their dreams and generate enhanced engagement with local communities through sport.

Launched in 2021, the Greene King IPA Proud To Pitch In scheme has so far supported over 200 grassroots clubs, positively impacting an estimated 50,000 people.

The is

initiative funded

by

donations

from

pints and packs of Greene King IPA sold across the UK. Emma

Hibbert,

CASE STUDY 1: CAYTHORPE CRICKET CLUB

“THE GRANT HAS MEANT THAT WE NOW HAVE THE CAPABILITY TO RUN A SUCCESSFUL WOMEN’S SOFTBALL CRICKET SECTION, WHICH IN ITSELF BRINGS IN VITAL FUNDS FOR THE CLUB.” KELLY SLADEN, WOMEN’S SECTION MANAGER

Head of Marketing for Greene King IPA, said:

“It’s

amazing

Caythorpe Cricket Club received a cash grant through Greene

to see the impact we can make to each one of those clubs we’ve

King IPA’s Proud to Pitch In scheme with the aim to support the

supported and how small projects can make a big difference. We

development of women’s cricket in Nottinghamshire.

encourage any outlet that is looking to support sports and their communities to choose Greene King IPA, as it’s a great beer, making

Specifically, the club wanted to set up a women’s softball cricket

a great difference. With no extra charge to the outlet, 10p of every

project at Caythorpe as well as to fund cricket officials for the

pint of Greene King IPA sold will go towards funding the scheme

women’s hardball teams.

and supporting clubs across the UK.” With around 300 members across Nottinghamshire and To offer a glimpse of the impact that donations from Proud to Pitch

Lincolnshire, the club is extremely inclusive and welcoming to

In have on grassroots sports clubs, here are just two case studies of

all abilities. The club has five Saturday senior teams, two Sunday

clubs that have benefitted…

Senior teams, three women’s teams and junior teams.

91

NEW

CARIBBEAN SPICED AGED RUM WITH SPICES, PINEAPPLE AND COCONUT

£2.50 OFF

PER BOTTLE

DEAL 55

CARIBBEAN COLADA

CARIBBEAN AND COLA

50ml BACARDI CARIBBEAN SPICED 100ml PINEAPPLE JUICE 10ml LIME JUICE 5ml SUGAR SYRUP

50ml BACARDÍ CARIBBEAN SPICED 100ml COLA

Hard shake over ice & strain into coupe glass or alternatively build & stir in highball glass, garnish with tiki flair.

Fill highball glass with ice, pour in the Bacardí Caribbean Spiced & add the chilled cola. Give it all a gentle stir, garnish with a slice of lime.

LIVE PASSIONATELY. DRINK RESPONSIBLY.

©2023. BACARDÍ, ITS TRADE DRESS, AND THE BAT DEVICE ARE TRADEMARKS OF BACARDI & COMPANY LIMITED.

CHARITY: PROUD TO PITCH IN

The grant was predominantly used to buy equipment and coaching for the women’s softball cricket team, which is now going from strength to strength, from having just three women attend the very first session, to now having over 15 women play regularly.

The grant also helped to fund cricket officials for hardball fixtures, enabling the club to facilitate more women’s hardball matches.

Kelly Sladen, Women’s Section Manager and 1st XI Captain, said: “Cricket is an amazing and fulfilling sport that can be played by everyone, which is why we’re currently on a mission to champion the women’s game.

GREENE KING IPA PROUD TO PITCH IN Over 200 local sports clubs supported Over £500,000 awarded to clubs Over £1m to be awarded before the end of 2023

Meanwhile, West Midlands football club Boldmere St Michaels FC was awarded funding to support the growth of their women’s walking football team.

The ‘Walking Mikes Women,’ the women’s walking football team within the club, applied for the grant with the aim of growing the team to be selfsufficient, sustainable, and an asset to the club.

Boldmere St Michaels FC is a non-league football club based in Sutton Coldfield and is celebrating its 140th anniversary this year. Its successful walking football team started six years ago and has grown from strength to strength since then, but only recently introduced a women’s team 14 months ago.

Since its inception, the women’s team now has

“The grant has meant that we now have the capability

an established squad of 25 regulars, with over 50

to run a successful women’s softball cricket section,

women attending taster sessions to get a feel for

which in itself brings in vital funds for the club and

the sport. The team plays every week and has also

helps to put us on par, if not above other local clubs.

participated in competitive tournaments.

“For a club of our size, the main challenge when

The funding has been used to offer free taster

it comes to funding is covering ground and

sessions to local women in the community, many of

maintenance costs to run facilities. Price can also be

whom have never played football before. It has also

a barrier to participation in women’s cricket so any

helped to cover pitch hire and tournament fees as

way we can reduce costs will hopefully enable us to

well as purchasing kit, footballs, bibs, markers and

recruit and retain more players.”

other necessary equipment.

Heidi Boswell, Women’s Walking Football Lead, said: “Our local walking football team isn’t just a sport, it’s an opportunity for people to exercise, meet new people, get out in the fresh air and build their confidence. Being able to set up the women’s team and watch it

CASE STUDY 2: BOLDMERE ST MICHAELS FC

“THE GRANT HAS HELPED SO MANY WOMEN DISCOVER A LOVE OF FOOTBALL, BECOME PHYSICALLY ACTIVE AND IMPROVE THEIR MENTAL HEALTH AND WELLBEING.”

grow to having over 25 regular members has been amazing – it’s a real community club.

“We’re incredibly grateful to Greene King IPA for the support. As a community club, any funding that we get is always welcome.

The grant has helped so many women discover a love of football, become physically active and improve their mental health and wellbeing.”

TO APPLY FOR GRANTS OF UP TO £4,000 OR TO NOMINATE A CLUB SIMPLY GO TO

HEIDI BOSWELL, WOMEN’S WALKING FOOTBALL LEAD

GREENEKING-PUBS.CO.UK/ PROUD-TO-PITCH-IN

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Introducing NEW Kopparberg Orange Ginger Beer Get £1.50 off per case

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Check out Behind The Bar, our allnew trade website giving you the tools to drive sales of Kopparberg in your venue. Scan here to sign up for free.

Stay in touch: KopparbergUK

For stocking info: sales@kopparberg.co.uk

Offer available 01.11.2023 – 31.12.2023. Offer includes case of 8x500ml Orange Ginger Beer only. Total of 700 deals available, maximum 4 deals per customer. Greene King have the right to stop this promotion at any time. While stocks last.

GUEST COLUMN: AMINA ALI, ICE BREAKER BRAND MANAGER

Amina Ali, Ice Breaker Brand Manager explains why it’s a great time to stock the UK’s best American Pale Ale.

Ice Breaker THE UK’S BEST AMERICAN PALE ALE. FACT With the support of a £1m marketing investment behind it, multiaward-winning Ice Breaker Pale Ale offers a huge opportunity to introduce new drinkers to craft beer and trade existing drinkers up.

As Brand Manager for Ice Breaker Pale Ale, I

So, if you don’t currently stock Ice Breaker, it’s

consider myself to have one of the best jobs

the perfect time to give it a try in your venue,

you can get! There’s so much to love about this

particularly with the festive period rapidly

amazing beer which is absolutely bursting with

approaching.

juiciness.

CRAFT SALES Ice Breaker Pale Ale was actually the result of some innovative thinking by Greene King where

Why stock Ice Breaker? Well, craft beer is now

we gave our apprentice brewers the freedom to

worth £1.2bn in the UK and accounts for a

express themselves and break the boundaries of

significant 8.7% of the total draught beer

brewing by creating an entirely new beer and

category, according to CGA OPMS data to July

an entirely new brand. Under the tutelage of our

2023. Growth is being witnessed across all

Master Brewer, they created a remarkable Pale

segments of the category with mainstream and

Ale that has gone on to become

fantastically

popular

with

beer

value outlets growing fastest.

This represents a huge opportunity for venues to both bring new drinkers into the category and

drinkers.

trade existing drinkers up.

It has also proved a hit with independent beer

Vitally, a massive 82% of craft beer consumers

experts and has won

view the range available in a particular venue as

several industry awards,

important when choosing where to visit [CGA

including the highest-

Brand Track, Aug 2022]. Additionally, we know

possible

that craft drinkers are prepared to pay more for

‘three

star’

award at this year’s Great

their preferred drink.

Taste Awards as well as being named Country

Greene King offers a solution for every venue type

Winner in the Pale Ale

with its award-winning portfolio of craft beers

category at this year’s

including East Coast IPA, Flint Eye, Level Head and,

World Beer Awards.

of course, Ice Breaker Pale Ale.

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DEAL 57

GUEST COLUMN: AMINA ALI, ICE BREAKER BRAND MANAGER

ICE BREAKER: WHAT YOU NEED TO KNOW… Officially the UK’s Best American Pale Ale A pint is sold every eight seconds Our craft beer strategy is succeeding, and we are

Additionally, we have also undertaken a minor

now the fourth-largest craft brewer in the UK, so

refresh of the brand to ensure that it remains as

not only is the category growing, but the Greene

popular and relevant as ever. Don’t worry – we

King portfolio is also growing even quicker, up an

haven’t touched the massively popular liquid –

amazing 37% year-on-year [CGA OPM, Jul 2023].

but we have updated the branding.

What pleases me even more, however, is the fact

And, just as it says on the new packaging, Ice

that Ice Breaker is the fastest growing craft ale of

Breaker is beer bursting with juiciness – and the

all. Over four million pints are sold a year or, to put

first sip says it all.

Backed by a £1m marketing investment New entry in Morning Advertiser’s ‘Top Brands to Stock in 2023’ list

it another way, a pint is sold every eight seconds.

Our £1m marketing investment will help ensure

Speak to your SDM if you would like to see what

that the brand continues to grow in future.

Ice Breaker Pale Ale can do for your business.

Over 1,500 venues already stock Ice Breaker – so if you’re not one of them, it’s probably time to take advantage.

Ice Breaker is a fantastic-tasting beer packed full of fruity and juicy notes and at 4.5% ABV, it’s a very accessible drink. It’s a no nonsense, great quality beer that is particularly popular with 25to 45-year-old drinkers, often those seeking out flavour and bored with tasteless lager.

The quality and value of Ice Breaker is critical, particularly in appealing to existing craft ale drinkers who want a great pint but don’t want to

WINNING WAYS! Ice Breaker Pale Ale has continued to add to its extensive collection of industry awards this year with huge successes at both the Great Taste Awards and the World Beer Awards.

Ice Breaker was awarded the highest-possible ‘three star’ award at the Great Taste Awards 2023. Of the 14,000 brands that enter, only 1.8% of those receive three stars and Ice Breaker was the only pale ale to receive the top award.

Ice Breaker also won the Country Winner for the Pale Ale Category at the World Beer Awards, as well as collecting a Gold medal.

pay over the odds for it.

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ADVERTISING

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GET A SAILOR JERRY 70CL FREE WHEN YOU BUY ANY 6 BOTTLES.* CHOOSE FROM ANY OF THE BELOW RANGE.

1.5L ARCHERS COUNTS AS TWO BOTTLES. WHILST STOCKS LAST. SUBJECT TO AVAILABILITY.

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