Buy 3 cases of Greene King bottles or cans and get 1 case free.
Deal 2 Old Session Hen Install Deal p6
Buy 3 firkins, order a Collector Card kit and get 4th firkin free.
Deal 13
NEW Thatchers Juicy Apple Install Deal p38
1 x Free Keg and POS kit Free with every install of NEW Juicy Apple.
Deal 14
Westons Competition Deal p40
Buy any 3 Kegs across the Westons Cider range to be entered into a free prize draw to win £10,000.
Deal 15
Stowford Press Install Deal p42
Deal 3
Deal 4
Deal 5
Deal 6
Belhaven Black Install Deal p12
1 x Free Keg and POS kit with every install of Black.
Greene King Craft Install Deal p16
Install a brand from the Greene King Premium Craft range and get 2 kegs and POS kit free.
Belhaven Best Install Deal p18
1 x Free Keg and POS kit with every install of Belhaven Best.
Maltsmiths Install Deal p20
1 x Free keg and POS kit with every install of Maltsmiths.
Deal 7 Estrella Galicia Install Deal p22
Install Estrella Galicia and get a 50L Keg, branded glassware and blankets Free.
Deal 16
Deal 8
Estrella Galicia 2+1 Packaged Deal p22
Buy 2 cases of Estrella Galicia 4.7% or Gluten Free 5.5% and get 1 case of Estrella Galicia 0.0% Free.
Deal 9 Asahi Install Deal p26
Install Asahi Super Dry or Peroni Nastro Azzurro and receive 2 x 50L Kegs & Premium POS kit Free (Subject to minimum volumes). 1 per brand
Deal 10 Corona 4+1 Deal p30
Buy 4 cases of Corona or Corona Cero and get a case of Corona & Branded Ice Buckets Free. 1 per customer
Deal 11 Carlsberg Install Deal p32
1 x Free Keg and POS kit with every install of Carlsberg.
Deal 12 Kopparberg 4+1 Deal p36
Buy 4 cases from across the Kopparberg range and get a case of Kopparberg Raspberry & Branded Ice Buckets Free. 1 per customer
Deal 17
Install Stowford Press or Stowford Press Dark Berry and get a case of Stowford Press Low Alcohol 0.5% & POS kit Free. 1 per brand
Westons Install Deal p42
Install Henry Westons Vintage Draught or Henry Westons English Berry Cider and get a case of Henry Westons Vintage Cider & POS kit Free. 1 per brand
NEW Heineken Install Deal p44
Install NEW Old Mout Flavourwave, Old Mout Berries, Strongbow Dark Fruit or Strongbow Strawberry and receive £200 account credit & POS kit Free.
SPIRITS
Deal 18
Deal 19
Deal 20
Save £1.50 on Au Vodka p44
Save £1.50 on each bottle of 70cl Au Vodka.
NEW Tia Maria & Three Sixty Vodka 2+1 Deal p46
Buy 2 x 70cl Tia Maria and get 1 x 70cl Three Sixty Vodka 70cl Free. 5 per customer
Disaronno POS Deal p48
Buy 2 x 70cl Disaronno and get 6 Spritz Glasses Free. 5 per customer
Deal 21
Limoncello POS Deal p48
Buy 2 x 70cl of Isolabella Limoncello and get 6 Spritz Glasses Free. 5 per customer
Deal 22
Monkey Shoulder POS Deal p50
Buy 2 x 70cl Monkey Shoulder and receive POS kit Free. 5 per customer
Deal 23
Hendricks POS Deal p50
Buy 2 x 70cl bottles from across the Hendricks range and get 6 Highballs Free. 5 per customer
Deal 24
El Jimador 2+1 Deal p52
Buy 2 x 70cl El Jimador Blanco Tequila and get a case of Schweppes Pink Grapefruit Soda Free.
Deal 25
Save £1.50 on Mount Gay Eclipse Rum p52
Save £1.50 on each bottle of Mount Gay Eclipse Rum. 5 per customer
Deal 26 Archers POS Deal p54
Buy 2 x 70cl Archers and receive 6 Glasses Free. 5 per customer
Deal 27 Bombay 3+1 & POS Deal p56
Buy any 3 x 70cl Bombay Sapphire or Bombay Citron Presse and get a case of Fever-Tree Mediterranean Tonic & POS Kit Free. 2 per customer
Deal 28 NEW Save £3 on CleanCo spirits p57
Save £3 on each bottle of CleanCo Gin, Rum or Rhubarb Gin.
SOFT DRINKS
Deal 29 Fever-Tree 3+1 p56
Buy 3 cases across the Fever-Tree Sparkling range and get a case of NEW Sparkling Elderflower Free. 2 per customer
Deal 33 Save £2 on Red Bull p61
Save £2 on your first case of Red Bull. 1 per customer
Deal 34
Deal 35
Save £2.50 on Lucozade Energy p62
Save £2.50 on each case of Lucozade Energy.
Save £1 on Lucozade Sport p62
Save £1 on each case across the Lucozade Sports range.
Deal 36 J2O 4+1 Deal p64
Buy 4 cases from across the J2O range and get 1 case of J2O Orange & Passionfruit Free.
Deal 37 Belvoir 3+1 Deal p66
Buy 3 cases from the Belvoir range and get 1 case Free. 2 per customer
Deal 30
Save £1 on Schweppes Mixers & Coke p60
Save £1 on each case of Schweppes 150ml Can Mixers or 200ml Glass Schweppes or Coke Mixers. 6 per customer
Deal 38
Deal 39
Deal 31
Deal 32
Save £3 on Oasis p60
Save £3 on each case of Oasis 330ml cans. 3 per customer
Save £2 on Innocent Juicy Waters p60
Save £2 on each case of Innocent Juicy Water. 3 per customer
Deal 40
Save £1 on Orangina p66
Save £1 on each case of Orangina.
Fever-Tree Discount & POS Deal p67
Save £4 per case across the Fever-Tree Cocktail Mixers range and get a Shaker Free. 4 per customer
Save 60p on Simply Fruity p68
Save 60p on each case of Simply Fruity.
P11 Greene King News
Key Greene King brands continue their evolution.
P13 Industry News
Consumers prioritising experiences over possessions.
P19 Online Ordering
Building your order is easier than ever with online portal.
P21 Value Hub
More venues than ever saving with Value Hub.
P24 Lead Feature Make the most of beer gardens this summer.
P28 Own Brand Focus
Great new beers and offers available.
P31 Consumer Insight
How is the cost of living affecting consumer behaviour?
P37 Customer Profile: The Firs Club, Codsall Codsall social club claims top CAMRA award.
P47 New Listings
Exciting new lines now available.
P49 Meet The Team: Craig Barry Events and outdoor bars in the spotlight.
P55 Range Freedom: White Wine
Exclusive wines to set your list apart.
P63 Category Focus: RTDs and Canned Cocktails
a major trend.
SUMMER SIZZLER
A fantastic summer of sport and hopefully some sunshine offers a world of opportunities for venues to boost footfall, sales and profits.
Key Dates:
28th June – 2nd August
2nd – 27th July
4th – 6th July
17th – 20th July
22nd August – 27th September
Welcome to your latest issue of Value for Venues as we enter summer properly. We’ve been blessed with some great weather so far this year with plenty of spring sunshine, which always makes a massive difference to the trade.
We’re all hoping and praying for a long, hot summer and packed venues in July and August, but whatever the weather does, one thing is for sure: there’s plenty to get excited about over the next couple of months.
The UEFA Women’s EURO 2025 competition is set be another great event, particularly if the Lionesses can repeat their heroics once again. Running through pretty much all of July, it promises daily opportunities for venues showing the competition on TV to max out the summer.
After that, it’s soon time for the Rugby World Cup and another extended period of opportunity for venues to lure fans to their door with some fantastic beers, wines and spirits, and some great hospitality.
It’s also beer garden time, and any venues lucky enough to have a beer garden or outdoor space know just how important these areas are when it comes to increasing capacity, footfall, sales, and profits.
You’ll find plenty of news, views, and advice in this issue of the magazine on all of the topics above - and a whole lot more besides. Plus, you’ll find a vast array of fantastic deals and offers to help you make the very most of the vital summer period.
Our range of seasonal Fresh Cask Releases ales is certainly worth stocking this summer to help bring more customers into the category. And if you don’t already stock it, I can highly recommend getting Old Session Hen Ale behind the bar. It’s been performing fantastically well since its launch earlier this year, and it should play a starring role this summer.
Enjoy the magazine and I wish you all an outstanding summer trading.
Paul Downing
On Trade Sales Director, Greene King
Customer favourites and classic beers available all year round
RANGE
We've been crafting fine ales from our two historic breweries for over 200 years. Everything from traditional to seasonal cask ales.
SEASONAL RANGE
Keep your line-up fresh with beers for all occasions
AVAILABLE JUNE TO JULY AMPLIFIED PALE ALE 4.5G
A smooth pale ale with a blend of grapefruit, orange, mango and pineapple notes, complemented with subtle herbal and floral undertones. ABV: 4.0%
AVAILABLE JULY TO AUGUST PEACH COOLER SESSION ALE
3.4% AVAILABLE AUGUST TO SEPTEMBER RADICAL HOPTIMIST AMBER ALE
Well-balanced. A light malt base with a hint of honey combined with stone fruit and peach characters.
A hop-forward tropical fruit bomb. Slightly sweet, smooth amber malt base with tropical, citrus and berry flavours. ABV: 4.0%
9 G
Be confident in stocking a full range of Greene King cask ale for your drinkers to enjoy. If any Greene King cask ales – broached or un-broached – go out of date, you can claim a full refund for un-broached and credit for remaining volume on broached casks*. For more information speak to your Sales Development Manager. *Excludes 4.5G pins. Cask Iron Guarantee terms and conditions at www.greenekingbrewery.co.uk/CaskIronGuarantee
Cask Size:
Cask
KEY BRAND CONTINUES ITS EVOLUTION
Key Greene King brand continued its evolution recently.
Old Speckled Hen recently launched a new permanent cask ale, Old Session Hen, following its successful retail launch last year. Old Session Hen is a 3.4% easydrinking ale with hints of tropical fruit flavours and a crisp, clean finish.
Introduced into the retail market last year in bottle and can formats, Old Session Hen ended 2024 as the top ale launch by volume for the year top five best new launches in the beer category in the off-trade in terms of value
This strong response from consumers led Greene King to launch Old Session Hen in cask to drive innovation in the category.
CGA OPMS data shows that golden ale’s share of the market grows significantly in the summer, and golden ale drinkers tend to visit venues more often and spend more3, making Old Session Hen the ideal ale to introduce this summer.
All new stockists will receive a POS kit including a premium pump clip, glassware, bar runners and drip mats.
CONSUMERS VALUE ‘EXPERIENCES OVER MATERIAL GOODS’
A new report analysing a decade of spending insight has found that many consumers prioritise experiences over material goods.
A new report published by Barclays analysing ’10 Years of Spend’, has discovered that almost a quarter of consumers (24%) say they prioritise fun and making memories, and find value in experiences over material goods.
Barclays processes nearly 40% of the nation’s credit and debit card transactions, providing a unique insight into UK spending. The ’10 Years of Spend’ report combines billions of transactions and 200,000 completed surveys to reveal the trends defining consumer behaviour and spending.
The data shows how major events and cultural shifts, such as Brexit, cost-of-living concerns, lockdowns, and the rise of Gen Z have transformed financial priorities. Despite the many challenges, confidence in household finances has remained resilient, never dipping below 52%, and averaging 69% in the last 12 months.
Consumers are becoming increasingly savvy, paying more attention to their budgets, value for money, and pricing tactics than ever before. However, spending priorities are shifting: growth in discretionary purchases has outpaced essential spending since 2021 - good news for the hospitality sector.
Even when making cutbacks, people are finding room in their budgets to spend on the things they love.
The report also found that the overall hospitality and leisure sector has remained in positive growth since April 2021, the period when socialising resumed after lockdown measures lifted, and outdoor venues and indoor leisure re-opened.
SKILLS REFORM
The Government has announced a package of radical skills reforms which will create more opportunities for young people and increase investment in the skills system, helping to deliver up to 120,000 training places across this Parliament.
The move is geared to drive radical skills reforms to deliver economic growth and break down barriers to opportunity for young people. The Apprenticeship budget is set to exceed £3bn for the first time.
Kate Nicholls, Chief Executive of UKHospitality, said: “We urge the Government to consider the hospitality industry as part of the plans. It’s a key sector that can deliver change at both pace and scale, unlike many of the current priority sectors.”
LICENSING HOURS EXTENDED FOR WOMEN’S EUROS
Government confirms plans to extend licensing hours at the latter stages of the Women’s Euros to help boost hospitality take.
The Government has announced that licensing hours will be extended if either England or Wales reach the semi-finals or final of the Women’s Euros.
It said that licensed premises that would normally close at 11pm would be allowed to keep serving until 1am, giving fans the opportunity to celebrate.
The tournament is taking place in Switzerland during July this year.
UKHospitality had supported the proposals when they were put forward by the Government earlier this year.
Kate Nicholls, Chief Executive of UKHospitality, said: “The pub is the best place to watch the Women’s Euros and
I’m pleased the Government will extend licensing hours if either of the home nations reaches the semi-finals or final.
“The success of the Lionesses, in particular, has captured the heart of the nation and I know communities will be
flocking to the pub to cheer on both England and Wales.
“I’m pleased the Government has acted early with this decision, which will help pubs plan their activity during the tournament.”
PUBS ‘THE HEART’ OF CULTURE
A new survey carried out among 2,000 people by KP Snacks brand Tyrells has found that almost half of people (49%) favoured their local pub over all other options for socialising.
The report found that pubs remain in high demand and sit squarely at the heart of UK social culture. More than half of all respondents (51%) said they go to the pub with friends and family.
Some 16% of those surveyed said they preferred gastro pubs, while 11% opted for sports bars and 10% chose wine bars.
GREENE KING CRAFT RANGE
It’s time to get
PITCHER PERFECT
As the sun comes out, so do customers!
Warmer weather and long Bank Holiday weekends bring increased foot tra c, creating a prime opportunity to boost sales of your Greene King craft range.
Pitchers o er a sociable and value-driven way to enhance the customer experience throughout the summer. Not only that, they help reduce queue time at the bar on busy days.
Online Platform Features
1. Products & Range
View our full range
2. Promotions
Find all our live promotions
3. Services
Find out more about our nancial support & other services
4. Content
Find our latest news, guides and magazine
7. Value Hub
Access discounts on entertainment, services, equipment and much more
5. Invoices & Statements
Quickly download both online & phone order invoices & full statements
8. Online Cellar Learning
Find learning, best practice and support
6. Full Ordering History
Find your full ordering history inclusive of phone orders
9. Online Ordering
Build a basket over the week and check out when you are ready
If you need help with setting up your online account or have any questions on how to use the platform please contact us on 0345 850 4545 (weekdays 8:00am-4:45pm) or email us onlinesupport@greeneking.co.uk
MALTSMITHS LAGER
A golden, Pilsner style lager. Crisp, clean with pine, citrus and earthy hop notes.
KEY SELLING POINTS
More than ¾ of beer drunk in the UK is lager. *
Supported in the on trade with POS, sta t-shirts and a ROS-driving consumer scratchcard promotion.
Golden Citrus and earthy hops Pilsner style lager
TASTING NOTES HUNGRY CUSTOMERS?
O ur beer goes beautifully with a chicken burger or some spicy fajitas.
VALUE HUB SAVES THOUSANDS FOR FREE TRADE CUSTOMERS
The Value Hub tailored support service for Free Trade customers of Greene King and Belhaven continues to drive savings of up to £5,000 per venue every year.
Following the launch of Value for Venues by Greene King and Belhaven breweries in 2023, the tailored Value Hub support package for independent businesses has been continually expanded with more exclusive offers and savings which could save Free Trade outlets more than £5,000 per year*.
Value for Venues is a unique package for Free Trade outlets that includes a catalogue of products, logistics support, business management, and financial support all in one place, and is a partnership for businesses during the continued challenging climate.
The Value Hub platform was launched last year and continues to grow to provide customers with more ways to save and make money when it comes to all areas of their business.
Free trade customers now have access to more than 15 partner suppliers currently providing discounted services that can boost footfall, dwell time and create substantial savings.
During a time when independent venues are under pressure to make every penny count, running a business can be extremely tough and isolating; however, the Value Hub platform can help save costs and drive spending for customers with Value for Venues.
Tracy Shepley, Secretary for the West Bridgeford Conservative Club, said: “We moved to Value for Venues last year from another supplier, and we love the fact that Greene King treats us as important customers.
“Moving to Greene King’s Value for Venues service has helped us transform the club and they have helped us revamp our range and appeal to a much wider audience, particularly younger drinkers. The benefits have been immense, and more recently, Greene King helped us to secure a new deal with WorldPay, which has essentially halved our terminal rental, and it now saves us 1% on every single transaction.”
As we move into warmer weather, it’s that time of year when venues need to consider how the outside of the venue is set up for the summer ahead. Recently, a free trade customer saved more than £1,000 on garden furniture simply by ordering through the Value Hub platform.
The platform has also helped an independent venue arrange for solar panels to be fitted on their premises which will give them future savings of approximately £2,000 per year.
*Data Source: Greene King Sales Data 28.4.2024.
Greene King is proud to support the Club Awards for the third year running
Greene King customers are invited to enter the 2025 Club Awards
Free and easy to enter, the Club Awards represent a rare opportunity to bring together independent clubs from across the UK, in all their shapes and sizes – from Rugby Clubs, Golf Clubs and Sports Clubs to Social Clubs, Community Clubs and everything between – under one roof for a night of celebration. All finalists receive two complimentary tickets to the event which takes place on Wednesday, 26 November at the iconic Athena venue in Leicester.
The
Lucy Hague, Secretary of The Oatlands Club in Harrogate, was named 'Club Secretary of the Year' in 2024
MAKING THE MOST OF YOUR BEER GARDEN
LEVEL UP YOUR BEER GARDEN GAME!
Creating a beer garden or freshening up an existing one is a great way of making the most of those warm summer days. Here are five top tips for creating a beer garden worthy of Instagram…
GO GREEN!
Sprucing up your garden needn’t be time consuming or expensive. Plant a few brightly coloured flowers, cut the grass, trim the edges and tidy up any paved or pebbled areas.
FOCUS ON FURNITURE!
Attractive, comfortable, hard-wearing furniture and fixtures can help make your beer garden more inviting and enjoyable and increase dwell time. From wheelbarrows and bean bags to benches, parasols and blackboards, it all helps.
BRIGHTEN IT UP!
Adding some bright, vibrant colours in whatever way you choose can help lift your beer garden and make it truly Instagram-worthy, particularly for younger customers.
ADD A BAR!
If you’ve got the space, and licensing rules permit, add a dedicated outdoor bar to make it even easier for your customers and your team. Offer a limited menu to simplify things and to encourage your customers to buy highermargin products.
TAILOR YOUR FOOD!
Drive up food sales by offering a summer menu in the garden with lighter dishes or get the BBQ going – a great way to drive sales as customers get wafts of that irresistible smell.
If you are lucky enough to have a beer garden or any outside area, the summer time offers the perfect opportunity to make the very most of that valuable space.
We all know that there’s nothing that drives footfall, sales and profits in summer quite like a beer garden. Google data shows that from April to the end of August, over 3,000 people a month search for ‘pubs near me with a beer garden’. And it’s not just new customers that will visit a beer garden; people who already enjoy your venue will have even more reasons to visit and more customers mean more sales.
BEER GARDENS: THE STATS
40% of drinkers named beer gardens as their ‘ultimate happy place’
The average UK pubgoer will visit a pub garden between four and five times per month in summer
Customers’ favourite things about pub gardens during the summer are:
spending time there in warm weather (55%) enjoying a drink (54%) relaxing with friends and family (51%)
[Source: OnePoll survey of 2,000 adults]
SUMMER KEY DRIVERS
CGA and Zonal research found that the key drivers for consumers choosing hospitality venues are as follows:
1. Price (66%)
2. Location (61%)
3. Hygiene standards (41%)
4. Good customer service (39%)
Beer gardens help increase the capacity of your venue, and their child- and family-friendly nature means everyone can get in on the fun. So, it’s no surprise that consumers flock to outdoor spaces when the sunshine makes a welcome appearance.
In fact, almost a third (30%) of adults say that having a garden for the summer is a top priority when choosing a pub [OnePoll]. So how do you make yours stand out?
Creating a dedicated outdoor bar, if you can, is a great way to boost your profits, attract new customers and keep your current customers coming back for more, as it means customers don’t have to head back inside every time they want a drink. It also saves time and effort for your serving team.
Beer gardens also have the handy knack of encouraging customers to trade up to more indulgent, more expensive drinks like cocktails and premium wines and spirits – not to mention beers and ciders. This is especially true if you create a limited menu outside, one that’s focused on higher margin and more premium drinks.
PROFIT FOCUS
There are two key factors when making the most of an outdoor area: the area itself and the range of drinks and food you offer.
Creating a welcoming, friendly and Instagrammable outdoor area needn’t be expensive or time consuming. All that’s required is a little planning and effort and you could transform your beer garden into a little haven of tranquillity for your customers.
Consider getting the gardening gloves on, planting some brightly coloured flowers, adding a few flower boxes, cutting and trimming the grass, and tidying up paved or pebbled areas. Go for a natural look to encourage a relaxed vibe or get bright and modern if you’re aiming for a more exotic feel.
Invest in some comfortable furniture and fixtures to make sure your customers hang around for a while and, if you feel like getting creative, why not try wheelbarrows, bean bags, benches, parasols or blackboards to make your beer garden stand out.
MINIMAL EFFORT - FAST AND SLOW
With a hopefully packed beer garden, there are several factors to consider when trying to satisfy every customer and maximise sales – and this is where range and speed of service are critical.
Products that are quick and easy to both prepare and serve help keep the queues down and increase the number of transactions you can push through in a given hour or day. Buckets of beer or cider, for example.
Clearly, a great range of products is essential too. A strong range of beers, wines, ciders and spirits will go a long way to meeting most requirements and you may want to emphasise bottled and ready-to-drink products to help achieve that aim.
SUMMER CASK
One huge opportunity is cask ale, which is massively popular with many customers and will bring new customers to your venue if you stock it. Cask ale drinkers are famously loyal to bars that sell cask – and they are also statistically more likely to visit more often and spend more when they do.
Greene King’s extensive range of permanent cask ales offers plenty of options for you to build that loyal cask fanbase, including Old Session Hen which has recently been added as a permanent line.
In summer, it may make sense to focus on lighter, brighter cask ales that are perfect for a beer garden. Golden ales like Old Session Hen, Old Golden Hen and Deuchars are perfect while pale ales like Yardbird also come into their own when the sun shines.
Don’t forget too that Greene King’s Fresh Cask Releases range also offers the chance to keep mixing it up at the bar with new cask ales introduced every couple of months.
In the summer months this year, for example, the Fresh Cask Releases programme sees a range of new beers available in July and August including Amplified Pale Ale, Peach Cooler and Radical Hoptimist.
A little extra effort can go a very long in ensuring that you leverage your outdoor spaces to the max this summer and drive every penny of profit that you can.
WHAT
OUR CUSTOMERS SAY…
ALISON HOLMAN,
THE FOX & HOUNDS
“We are lucky to have extensive outdoor space at The Fox & Hounds with two large beer garden areas and some pods and a marquee. There’s absolutely no doubt that the beer garden drives huge sales increases when the weather is good. We’re a very family-focused pub so we work hard at making the beer gardens welcoming for children as well as adults. We have a play park and plenty for the kids to do so that everyone can come, have a lovely, relaxing time and enjoy a few drinks and maybe a bite to eat.”
TO FIND OUT MORE, SPEAK TO YOUR SALES REPRESENTATIVE, CALL 0345 600 1799 OR ORDER ONLINE AT GREENEKINGORDERS.CO.UK
GET SET FOR A SUMMER OF SUN AND SPORT
With a packed calendar of topfl ight sport and the possibility of some fi ne summer sun, the next few months offer venues a great opportunity to build sales and profi t.
FRESH CASK RELEASES 2025
It has been a promising start to the year in terms of the weather with early and sustained periods of sunshine and warmth across the country, so hopes are obviously high that the summer will see more of the same. But while the sunshine can’t be guaranteed, one thing that can be relied on is another great summer of top-flight sport.
With the UEFA Women’s EURO 2025 competition taking place throughout July and the Rugby World Caup kicking off the following month, it’s the ideal opportunity for venues to max out the summer months and drive footfall, sales and profits –particularly if your venue shows live sport.
EXCLUSIVE RANGE
To help you make the most of the summer, Greene King and
Belhaven have everything you need, including a superb range of beers with something to suit every taste.
A great place to start is with our hugely successful Fresh Cask Releases limited-edition beers. Available during July and August are three top quality cask ales in three different styles.
Amplified Pale Ale is available throughout July and is a 4% ABV smooth pale ale with a summery blend of grapefruit, orange, mango and pineapple, complemented with subtle herbal and floral undertones.
Available in July and August, Peach Cooler is an innovative and exciting 3.4% ABV session ale that is well-balanced and has a light malt base with a hint of honey, combined with stone fruit and peach characters.
FRESH CASK RELEASES
FLAVOURS.
Last but not least is Radical Hoptimist, which is available in August and September. This amber ale is a hop-forward tropical fruit bomb. It’s slightly sweet with a smooth amber malt base and features tropical, citrus and berry flavours.
HEN TIME
Another outstanding beer that is already performing exceptionally well despite only having been launched earlier this year is Old Session Hen. It was first launched in the retail sector last year and has proven so popular that it has now been added to our list of permanently available cask ales.
It’s easy-drinking flavour profile makes it perfect for the summer months and it’s definitely worth adding behind the bar over the next few months, especially as a full POS kit is available to venues that stock it. The kit includes glassware, bar runners and drop mats as well as Collector Card POS kits and a deal that
ALC. 4.1% VOL. A FRAGRANT, FRESH, AND EASY-DRINKING GOLDEN BEER, BREWED FROM SWEET PALE MALT AND CLASSIC ENGLISH HOPS.
offers a free 9G firkin when you buy three firkins.
PREMIUM PROMO
With craft beers continuing to perform well and bring new drinkers to many venues, Greene King is offering two special offers on its range of premium beers. All new stockists of Flint Eye, Level Head, Prior Life or Hazy Day are being offered two free kegs upon installation as well as a premium POS kit including glassware, bar runners, beer mats, staff t-shirts, lanyards and beer info cards.
A second offer is ideal for the summer months when serving large groups of football and rugby fans as quickly and efficiently as possible is key. The Pitcher Perfect offer gives participating venues six four-pint pitchers plus a POS pack that can help drive volume and enhance the customer experience. Not only that, they also help reduce queue time at the bar on busy days.
when you buy any 4 cases of Corona or Cero
THE IMPACT OF THE RISING COST OF LIVING
The cost-of-living crisis is now over three years old and affects many of your customers, so how can you fi nd opportunity in these challenging times?
By Caroline Morley, Insights Manager, Consumer
It is a year this month since the Labour government came into power in the UK and it has been over three years since the cost-of-living crisis first began in spring 2022. It’s fair to say that the last few years have seen consumers face a seemingly never-ending barrage of challenges that have impacted upon their disposable income and that has certainly been felt in the on-trade.
So how are customers feeling at this point? Are they feeling hopeful or pessimistic about their finances? And what are they prioritising spending their disposable income on? We speak to 1,000 pubgoers every month to gauge the mood of the nation.
KEY POINT 1
CONSUMER CONFIDENCE HAS DROPPED
Customer confidence is a reliable measure of how customers are feeling about the general economic situation and their personal finances over the next 12 months. This measure was improving steadily from early 2023 and peaked when the new government got into power at +6. However, since the new government
announced its plans, consumer confidence has declined to -35.
This dip has been driven to a significant extent by customers aged 55+ who are worried about pensions and, until a recent U-turn by the government, the lack of winter fuel payment.
It’s worth noting, however, that all groups are feeling less positive.
We’ve seen a lot of bills increase this spring and the on-going flux around global tariffs is also worrying consumers.
Good value for money (48%), quality of food and drink (37%), and hygiene and cleanliness (37%) remain the top drivers of venue choice. Low price follows closely at 34% – but it’s really good value that tops the table. If it’s cheap but not great quality, it’s not delivering value.
SO WHAT?
Consumers are worried, bills are going up and they are likely to be quite careful what they spend on.
Every penny counts at the moment for many consumers – so every penny spent in your venue must be seen as good value, giving them a good experience.
KEY POINT 2
CONSUMERS ARE PRIORITISING EATING AND DRINKING OUT OF HOME
Despite the worry over the economy and personal financial situations, pubgoers are telling us that over the spring and summer months they will prioritise spending spare money left over after bills and essentials on going out for food and drink. 46% say that eating and drinking out of home is a priority for them.
Similarly, 44% plan on choosing a holiday abroad and 40% a holiday in the UK.
SO WHAT?
This is great news for our sector. Yes, the experience has to be good and great value for money, but getting out with friends and family, socialising and treating ourselves is important in difficult economic times.
The fact that pubgoers still want to go out, particularly over late spring and summer means with the right offers and events, we are pushing on an open door.
KEY POINT 3 COPING STRATEGIES
It’s vital that venues find ways to help customers to continue to eat and drink in pubs, restaurants and other out-of-home venues. We ask our pubgoers panel regularly which tactics they will employ to enable them to go out for food and drink if it becomes too expensive:
57% told us that they will look for vouchers and deals; 38% say that they will choose a cheaper main meal; 37% say they will either skip a starter or eat out on a cheaper day of the week or a cheaper time of day.
SO WHAT?
There are lots of options to enable your customers to keep coming to visit you despite the cost of living and concerns around disposable income.
Ensure menus offer a range of different price points, mid-week and lunch or breakfast deals.
Talk about these options on social media and in your venue, and make sure your customers and potential customers in the local area are aware of them.
We know pubgoers very much still want to go out for food and drink – giving them great value for money and a great experience is more important than ever at this more challenging economic time.
STEP 1
STEP 1
Direct the new customer to our sign-up form, found to the right.
Direct the new customer to our sign-up form, found to the right.
STEP 2
STEP 2
They sign up and include your details on the form (under ‘Referrals’) and progress to open a new trading account.
They sign up and include your details on the form (under ‘Referrals’) and progress to open a new trading account.
STEP 3
We’ll send your rewards; £500 account credit & £100 high street voucher! For the sign-up form and full Terms and Conditions, scan the QR code above or visit www.valueforvenues.co.uk/customer
STEP 3
We’ll send your
The real deal
The Firs members club in Codsall has forged a fine reputation for cask ale over the years and recently achieved its ultimate goal of winning the CAMRA National Club of the Year award.
Tucked away in a quiet corner of the little village of Codsall, around five miles from Wolverhampton, The Firs is one of those special social clubs that enjoys a hugely loyal following yet is unknown even to many of those in the local community.
“We have over 600 members and the club is really popular and busy but we’re in a quieter part of the village so there are lots of local people who don’t even know we exist,” says manager Anna Reynolds.
Once the local Conservative Club, The Firs has been in existence for over 50 years and, thanks to the efforts of Anna, Dave and their team of nine, the venue is doing very nicely indeed, despite the challenges that are affecting the whole on-trade sector
“Back in the day, the building used to be a large private house,” explains Anna. “Then it became a doctor’s surgery but back in the early 1970s it was converted into a social club with financial support from the local
Conservative office which was upstairs at the time. We were never actually affiliated to the Conservative Party in any way but the name stuck for a while, but these days we’re just known as The Firs.”
Anna first joined the venue back in 2007as a barmaid but progressed through the ranks as time went by. Dave, Anna’s partner, plays an active role, working alongside her to help run the business and offering constant support behind the scenes.
FRESH START
“In August 2019 I was made manager of the venue and I’ve been here ever since,” she says. “And I absolutely love it. I love the trade, I love my customers, and I love the club.”
Not long into Anna’s tenure, of course, the Covid pandemic struck, but her long experience in the trade helped her steer the venue through the period and come out
“IN AUGUST 2019 I WAS MADE MANAGER OF THE VENUE AND I’VE BEEN HERE EVER SINCE. AND I ABSOLUTELY LOVE IT. I LOVE THE TRADE, I LOVE MY CUSTOMERS, AND I LOVE THE CLUB.”
the other end ready to grow the business to where it is today.
“I’ve been in the trade my entire working life,” she comments. “I first worked in a bar age 16 then got my first proper job in the trade at 18 and I’m still in the trade 42 years later. Basically, it’s all I’ve ever known.
“I was born in Poland but we moved to the UK when I was eight months old. Before coming to The Firs I had run a Polish club so I knew how to run a club and I felt like I could do a good job here.”
CASK STARS
The development of The Firs under Anna’s management has been remarkable. The club has more than 600 members and is also open to non-members. It also has a long tradition of being a top-class cask ale venue, a position cemented last year when it was named CAMRA National Club of the Year.
“We won the Regional Award for the last three years but last year we went forward to the National finals, and we were gobsmacked when we won it outright, especially as we’re in a little village like Codsall,” laughs Anna. “We’re pretty well known for our cask ales, so it was fantastic to get nationwide recognition for it.”
The venue has been taking cask ale seriously since before Anna joined but she has picked up that baton and run hard with it.
“We’ve been doing cask ale since about 2004 and when I joined I had no experience of cask ale, I knew nothing about cellar management or conditioning or any of that kind of thing,” she admits. “But the steward here at the time was a font of knowledge and he taught me everything I know.”
The venue has five handpulls as well as another 10 in a special Real Ale Bar that is used to host cask ale festivals and special events.
“We’ve been buying beer from Greene King for years, long before I joined, and they’ve been brilliant with us,” says Anna. “They even supported us financially at one point with a loan to help us develop the venue and our offer. That support was invaluable and the loan is almost paid off now, so it was clearly a good investment.
FLEXIBILITY MATTERS
“Greene King are also really helpful because they’re flexible about what we stock. They understood that to keep building our cask ale reputation we needed to stock a range of ales, some from small local breweries, and they were really supportive. We always have Greene King ales on, of course, but we have the flexibility to refresh the range as we go.”
At the moment the range of Greene King cask and keg beers available at The Firs includes Deuchar’s, Old Golden Hen, Belhaven Black, Level Head, Flint Eye and Old Session Hen.
“Belhaven Black has been massively popular since we added it,” says Anna. “It sells far better than Guinness ever did. And Old Session Hen is flying at the moment, it’s hugely popular. Plus, we do tend to stock the limited-edition Fresh Cask Releases ales because our regulars and the CAMRA clientele love trying new ales.”
Those CAMRA customers make up a significant portion of the venue’s turnover and Anna’s success at last Year’s CAMRA Awards has had a big impact on footfall and sales.
“In a small village like this we obviously rely on local trade but we get really quite a lot of business from CAMRA members,” she says.
“We have a train station just two or three minutes away and you wouldn’t believe how far people will travel to visit clubs that have won CAMRA awards. We get people travelling from all over the UK and even further afield just to visit us and try our cask ales, especially when we run our Real Ale Festivals.”
OPEN TO ALL
The venue is very spacious and can accommodate all types of guests. “We have what we call the Middle Room, which is the most popular space, and that’s a typical club-style space. Then we have an area that’s essentially for those that want some quiet and want to enjoy their beer in peace. Then we have what we call the Wood Lounge, which has a couple of TVs for sports, a dartboard and pool table, then upstairs we have two full size snooker tables, a pool table and a dartboard. Plus, we have a large function room that we use for weddings and birthday parties and so on and, of course, we have our special Real Ale Bar.”
The venue is closed during the day Monday to Friday but, even with restricted hours, it’s hugely popular. “We’ve tried opening during the day and various other things but it has never worked,” says Anna. “Our customers are creatures of habit and they do the same things at the same times on the same days every week. So they go
here on Monday and there on a Tuesday and somewhere else on a Wednesday and they won’t change those habits just because we decide to open during the day. But it works and it suits us fine. We’re always busy and we enjoy a lot of loyalty from our customers.”
As a members club and run by a committee, The Firs is essentially a not-for-profit venue, but Anna admits with a smile that things are going “quite well”. She explains: “We are a members club so our primary goal isn’t to make profit but we do need to cover our costs. The venue is technically run by a committee but they more or less let me get on with it and things are going quite well, so we feel like we’re in a good place. I know the trade is really tough for a lot of venues right now but we’re just doing the basics right and giving our customers what they want and it’s working, so I’m happy.
“I just want to keep The Firs as a real community hub for our village, and I want it to stay that way for the next 50 years.”
SAVOUR THE FLAVOUR
Add some fresh fl avours to your drinks menu this summer with these new listings from Greene King.
THREE SIXTY VODKA
Refined with a complex fourfold distillation and a unique diamond filtration, Three Sixty Vodka boasts an unusually mild and smooth flavour profile that is perfect for a wide range of cocktail and long drink variations. The facet-cut bottle and velvet label with silver embossing also help ensure standout on the gantry.
JUICY APPLE KEG 50L
Thatchers Juicy Apple is the ultimate blend of sun-drenched apples and 100% renewable electricity. Mouthwateringly sweet, crisp, and happily appley in every drop, it’s the ideal summer cider for a warm day in the beer garden.
OLD MOUT FLAVOURWAVE DRAUGHT
New from Old Mout Cider is an exciting multifount tasting experience system that delivers three delicious Old Mout flavours through one line from one keg. All three flavours – Berries & Cherries, Pineapple & Raspberry and Kiwi & Lime – are showcased on branded Mini Mouts Tasting Boards, perfect for allowing your customers to try them all in one go.
Meet The Team: Craig Barry
This month we catch up with Sales Development Manager Craig Barry who has played a key role in shaping how Greene King supports large-scale outdoor events.
CRAIG, TELL US A LITTLE BIT ABOUT YOURSELF…
I’m Craig Barry and I’m a Sales Development Manager (SDM) at Greene King. I’ve been with the company for 16 years which, makes me the longest-serving Greene King SDM. I look after around 85 accounts in the middle of England covering areas like Worcestershire and the Cotswolds. That includes everything from rugby and golf clubs to traditional pubs to social clubs.
ALL FREE TRADE OUTLETS?
Yes, they’re all Free Trade and I also handle a few multiple groups on top of that. To be honest, I’ve only ever worked with independent venues. It’s what I know best and it’s what I love. Before joining Greene King I spent about nine years in a similar role as a Territory Manager - so the Free Trade is where I’m happiest!
50ml Monkey Shoulder 25ml Coconut syrup
Shaken and poured into a highball glass with ice, topped with soda and garnished with a pineapple wedge. Enjoy!
Bar Kit Contains: 1 x 2 tin shaker, 4 x bar runners, 30 menu hanger cards.
“THE FESTIVALS GET OUR BRANDS INTO THE HANDS OF TENS OF THOUSANDS OF PEOPLE AND A LOT OF THEM THEN GO ON TO BUY THE BRANDS WHEN THEY VISIT A FREE TRADE PUB OR RESTAURANT.”
AND YOU’RE ALSO INVOLVED IN EVENTS?
It’s by no means a solo effort — behind every successful event is a brilliant team. We have some amazing departments that work together to bring these events to life, and without their collaboration and expertise, none of it would be possible.
AND IT’S GROWN ARMS AND LEGS?
Definitely. We support many large scale events every year. Recent examples include Wychwood Festival at Cheltenham Racecourse, Fake Festivals’ nationwide tribute festival tour, the Heritage Live concert series, Bespoke Events’ large-scale public and private events, and the major music festivals supported by Workers Beer
Company. These events feature top-tier acts like James, The Manic Street Preachers, and The Charlatans, offering a great platform to showcase our brands.”
HOW DOES THE RELATIONSHIP WORK?
As the events and outdoor bars offering has evolved, so too has our approach. While Greene King does sponsor a number of events and festivals, we also provide support through our extensive range of outdoor and mobile bar equipment. Much of this kit—originally invested in for major events like Pub in the Park—is now utilised nationwide to support a variety of festivals and large-scale events throughout the year, ensuring it’s put to good use beyond a single occasion.
WHAT ARE THE BENEFITS?
The exposure at festivals benefits Greene King by getting our brands into the hands of tens of thousands of people. At the same time, it benefits our Free Trade customers because festival go-ers then go on to buy the brands when they visit other venues.
HOW MANY PEOPLE DO FESTIVALS EXPOSE THE BRANDS TO?
A lot! At the recent Wychwood Festival there were 10,000 people there each day. At an event in 2023 with Robbie Williams, we put the brands in front of 30,000 people. During the course of the Heritage Live series in July and August, we sell something in the region of 700 brewery barrels of beer! The events are a great shop window for our brands, particularly our craft beers. And hopefully a decent percentage of those that try the brands at a festival go on to become fans and keep buying it in Free Trade venues.
IT SOUNDS EXCITING?
It definitely is. We see plenty of scope for growth and we’re now very much embedded in that ‘scene’ so the future is bright. We’re in a place now where involved in all the right conversations. The
events world is all about contacts and networks, but we’re now very much on the inside, after years of hard work. For example, we’ve only relatively recently started working with the Heritage Live team and they’re quite new themselves, but they’re growing fast and it’s great to be part of that journey.
YOU STILL FIND TIME TO BE AN SDM?
Absolutely! That’s my day job and it’s one I take very seriously. I love my job and I love working with the Free Trade. The events are great fun but my SDM role is where my heart is.
ABOUT CRAIG
Craig Barry has been a Sales Development Manager (SDM) at Greene King for 16 years and is the longest standing SDM within in the business.
Craig played a key role in shaping how Greene King supports large-scale outdoor event organisers, alongside our events and mobile bars team. He worked closely with organisers across the country to deliver a wide range of high-profile events and festivals.
ALL WHITE ON THE NIGHT!
White wine accounts for 43% of all wine sales, making it an extremely important category in your venue, and Greene King is here to help.
It’s been a hard few years for the wine category with year-onyear declines of 4% by value, but that doesn’t mean wine isn’t a critically important category for your venue. Wine still accounts for 11% of all sales in the GB on-trade, according to the latest CGA data, and is worth a whopping £3.2bn.
And while many trends come and go, the fact remains that white wine is by far and away the most popular wine of all. It accounts for some 43% of total wine sales, far ahead of red (25%) and rosé (8%).
White wine remains a massive opportunity for all venues and it’s one that comes into its own during the warmer summer months. But how exactly should you approach wine to make the most of this perennially popular category?
LET US HELP WITH YOUR WINE LIST
Did you know that Greene King and Belhaven offer a FREE physical and digital wine list service that can help take your wine list to the next level with minimal effort?
Our service allows you to choose from a range of wine list templates with design styles to suit every type of venue and every range of wines. The templates can be quickly and easily populated with your wines, prices and descriptors, and can be printed in seconds.
This free service takes the time and effort out of producing a high quality, professionally designed wine list that can help you grow your sales and profits.
All you have to do is speak to your Greene King or Belhaven contact for more information on how we can help you take your wine list presentation to the next level.
FOLLOW THE CONSUMER
Dig a little deeper into the data, and it becomes obvious that there are clear directions of travel when it comes to consumer preferences in 2025.
Italian wine is most favoured by consumers (53% consume) closely followed by France which is the only country in the top 10 in growth (48%), according to year-on-year CGA Brand Track data from February 2025.
Australia (40%), Spain (39%) and New Zealand (37%) make up the top five, with South Africa and Chile also being consumed by over 30% of consumers.
British wine has seen the biggest growth of consumers starting to consume as more brands become available, whilst Romania also sees growth.
In terms of grape varieties, Sauvignon Blanc is the most popular varietal and retains its popularity against last year (44%) with Pinot Grigio close behind at 42% and also flat. Chardonnay sees consumption at 30%.
It’s important to note that wine is the category that most consumers say they are willing to upgrade in. Some 24% stated they would upgrade in wine, compared to cocktails in second place at 19%.
Key driving factors for choosing wine include the availability of a favourite wine brand, type, varietal or country of origin, the general quality of wine, as well as a wide range of brands on offer.
Price is the key factor but only 16% say they choose the cheapest or secondcheapest wine on the menu.
EXCLUSIVE WHITE WINE
GOOD
466958
500240
BEAR & STAR CHARDONNAY
Australia 11.0%
Tropical fruit flavours with luscious mouthfeel.
ROCK HOPPER CHARDONNAY
Australia 12.5%
Fresh and fruit-driven Australian Chardonnay. In the mouth this is a gentle and fruity wine with good acidity and a creamy, full finish.
467342
465455
KUMI CHENIN BLANC
South Africa 11.0%
Easy drinking with refreshing ripe melon and citrus fruit notes.
GIOTTO INZOLIA PINOT GRIGIO
Italy 10.5%
Light and dry with fresh citrus fruit character.
466583
466842
423582
465471
BETTER
DREAMWEAVER CHARDONNAY
Australia 11.0%
Peach and tropical fruits with a hint of vanilla.
JOURNEY’S END CHARDONNAY
South Africa 12.5%
Smooth, creamy & aromatic with tropical flavours & a crisp finish.
COUNTERPOINT PINOT GRIGIO
Australia 12.5%
Medium bodied and soft, with pear flavours and a little hint of spice.
BORELLI PINOT GRIGIO DOC DELLE VENEZIE
Italy 10.0%
Wonderful aromas of ripe apples and pears, with flavours of white peaches and elderflower, with a lovely crisp gooseberry note to finish.
“WINE MAKES UP 11% OF ALL SALES IN THE GB ON-TRADE AND WHITE WINE MAKES UP 43% OF ALL WINE SALES.”
SOURCE: CGA OPMS DATA TO MAT P1 2025
Schweppes
200ml
Schweppes Mixers 150ml cans.
EXCLUSIVE OPPORTUNITY
With all that in mind, Greene King is now unveiling its latest Wine Guide for 2025 which combines all of that market information, trend data and more to help its Free Trade customers get ahead of the competition and grab more than their fair share of the category.
In the drive to grow footfall, sales and profits over the next 12 months, one great way to give your venue another fantastic point of difference and set it
apart from the competition is to offer a range of wines that your guests are unlikely to find anywhere else in your area.
That’s why this year’s Wine Guide features an extensive list of exclusive white wines that are only available to Greene King customers. These wines are exclusive to the on-trade and are exclusively available from Greene King. You won’t find them in supermarkets, and you won’t find them stocked by other wholesalers, making them ideal for
building a wine list that truly stands out from the competition.
Our buying team has worked tirelessly to curate a fantastic exclusive range of white wines – so there is no shortage of opportunities to make your wine list unique and engaging for your guests. There’s something for every taste and budget and there are exclusive wines available from across the globe to suit every Old World loyalist and New World adventurer that you count among your customer base.
CONCLUSION
So why not set aside some time with your team to focus on that huge white wine opportunity and build a wine list of Greene King exclusive that you can be sure will set you apart from your competitors.
IS YOUR RTD OFFER UP TO SPEED?
The RTD and Canned Cocktail category has exploded in the last few years, offering venues a fresh opportunity to lure new customers to their door by stocking a range in line with modern drinkers’ tastes.
FAST FACTS
The Global Brands RTD Canned Cocktails Report for 2024 finds:
77% of category users selected taste as the most important factor when consuming a canned cocktail; 33% of people report they think canned cocktails taste better out of a glass; Most category users transfer their canned cocktail to a glass at least some of the time, 43% said sometimes, and 31% said always.
The evolution of the RTD (Ready To Drink) category over the last decade or two has been fascinating to witness. From the heady days of Bacardi Breezer and Hooch ‘alcopops’ in the 1990s and early 2000s, the category disappeared almost without trace before coming storming back with a new name – RTDs – and a more grown-up approach to marketing, packaging and flavours.
That trend is most apparent in the off-trade where sales rocketed from £228m in 2014 to £543m by 2024 – but it’s a trend that is being reflected in the on-trade and clearly presents an opportunity to venues that are ready to start attracting that ready-made audience of consumers who already regularly consume RTDs.
BOTTLE V CAN
While bottle formats were most popular during the early days of the category, they have now been comprehensively overtaken by ready-to serve cans. The Global Brands RTD Canned Cocktails Report for 2024 says that sales of bottles hit £129m in 2024 while sales of cans topped out at £411m.
Of that £411m, spirit-plus-mixer RTDs own the lion’s share of the market and grew by 7% last year. Canned cocktails, while a much smaller part of the market, are growing faster and adding more value to the category, adding an extra £17m in 2024 alone.
ON-TRADE FOCUS
Much of this growth has come in the off-trade, but the result is that there is an entire audience of drinkers who already enjoy RTDs at home and are primed and ready to be offered their favourite drinks on a night out in a venue.
The Global Brands report also homes in on some key factors that are driving sales of RTDs. Flavours and variety are front of mind for many consumers, although younger consumers (1830) are more likely to prioritise ‘great taste’ more than those aged over 30. Additionally:
ACCESSIBILITY – People want their preferred brands and flavours to be available. Failing that, they want to see variety and a wide range of flavours on offer to help them find something to suit their tastes. An additional layer of accessibility is cost: people want affordable options.
POPULARITY – People seek on-trend flavours that everyone seems to be enjoying. Experimentation and discovery are key experiences facilitated by what feels popular in the category.
PERFORMANCE – People look for cues like flavour options, sugar content, and alcohol content to judge (or validate) whether they’ll like the taste.
VALUE MATTERS
Perhaps unsurprisingly in the current economic climate, perception of value is a great influencing factor on consumers. The Global Brands report found that people are cutting back on their alcohol consumption as a way to cut out non-essential costs and to save money. RTDs and canned cocktails are considered a luxury and a treat so when people commit to spending money, they want to maximise their value by looking for offers or choosing brands they feel will deliver an elevated experience to enhance their enjoyment.
Visual appeal becomes a very important dimension in this context: brands that have great-looking packaging help deliver an emotional, engaging experience.
PERMISSIBLE INDULGENCE
A related issue is the rise of permissible indulgence. While price can influence purchase behaviour, it is not a primary motivating factor to purchase. In other words, if a product is priced higher but the consumer perceives it as worth the additional cost, they are willing to purchase it.
This willingness to pay more is contingent on the consumer’s belief that the product offers superior quality or a unique experience. Consequently, their expectations for these higherpriced products are elevated. They anticipate that consuming these premium products will be a more memorable experience compared to drinking a cheaper RTD or canned cocktail.
HERE TO HELP
Whatever the needs of your particular audience, it seems clear that there is a perhaps significant untapped audience in your area that could be tempted to your venue with a refreshed and updated RTD and canned cocktail range – and some judicious social media activity and in-venue POS.
and canned cocktails to meet most modern tastes from big brand collaborations like those of Jack Daniel’s & Coca-Cola or Absolut & Sprite to a range of VK lines and classics like Smirnoff Ice and Hooch.
Greene King and Belhaven offer an extensive range of RTDs
Visit greenekingorders.co.uk to check out the full range.
