Greene King Magazine Issue 14 - Jan-Feb 2025

&

BEERS, LAGERS AND CIDERS

Deal 1

Greene King Packaged Deal p4

Buy 3 cases of Greene King bottles or cans and get 1 case Free.

Deal 13

Peroni 5+1 Packaged Deal p52

Buy 5 cases from the Peroni packaged range and get 1 case of Peroni 0.0% Free. 1 per customer

Deal 14

Heineken 3+1 Packaged Deal p52

Deal 2

Deal 3

Estrella Galicia Install Deal p12

Install Estrella Galicia and receive a 50L Keg and POS kit Free.

Estrella Galicia 2+1 Packaged Deal p12

Buy 2 cases of Estrella Galicia 4.7% or Gluten Free 5.5% and get 1 case of Estrella Galicia 0.0% Free. 5 per customer

Deal 4 Greene King Craft Install Deal p14

Install from the Greene King Craft Range and receive 2 Kegs and POS kit Free.

Deal 5 Maltsmiths Install Deal p16

Install Maltsmiths and receive 30L Keg and POS kit Free.

Deal 6 Greene King IPA p26

Free Promotion Kit for the Rugby - Lucky 6.

Deal 7 Belhaven Black Install Deal p32

Install Belhaven Black and receive 1 Keg and POS kit Free.

Deal 8 Camden Hells p36

Install Camden Hells or Buy 3x50L Kegs and receive a 50L Keg and 6 Nations activation kit Free.

Deal 15

Deal 9

Carlsberg Install Deal p40

Install Carlsberg Danish Pilsner to receive a 50L Keg and POS kit Free.

Deal 16

Buy 3 cases from the Heineken packaged range and receive 1 case of Heineken 0.0% or Old Mout 0.0% Free. 2 per customer

Westons Install Deal p54

Install Weston’s Vintage Draught Cider and receive 50L Keg and POS kit Free.

Stowford Press Install Deal p54

Install Stowford Press Apple Cider or Stowford Press Dark Berry and receive 50L Keg and POS kit Free.

SPIRITS

Deal 17 Bacardi 4+1 Deal p63

Buy 4x70cl Bacardi Carta Blanca or Bacardi Spiced and get 1 case of Coke Zero Free. 5 per customer

SOFT DRINKS

Deal 18

Save £3 on Oasis & POS Deal p70

Save £3 on each case of Oasis 300ml cans and receive 12 Oasis glasses Free. 8 per customer

Deal 10

Carling & Coors Install Deal p42

Install Carling or Coors and get 3x50L Kegs Free (T&C’s apply).

Deal 11 San Miguel Install Deal p46

Install San Miguel or Buy 3 Kegs and receive a 50L Keg and Activation kit Free.

Deal 12 Madri Install Deal p48

Install Madri and receive 3x50L Kegs Free (T&C’s apply).

Deal 19

Simply Fruity 4+1 p70

Buy 4 cases from the Simply Fruity range and get 1 Free. 20 per customer

Deal 20 Aqua Libra 3+1 Deal p72

Buy 3 cases of Aqua Libra cans and get 1 Free. 3 per customer

PRODUCT DISCOUNTS NOW AVAILABLE

P9 Greene King News

Greene King unveils its Fresh Cask Releases 2025 limited-editions calendar.

P17 Industry News

Budget presents a new wave of challenges for the industry.

P20 Online Ordering

Building your order is easier than ever with our online portal.

P22 Value Hub

Save thousands per year with exclusive discounts.

P24 Lead Feature

Six Nations presents extended sales and profit opportunity.

P30 Stout

Target stout drinkers with great-quality, greatvalue alternatives.

P38 Cellar Support

All the help you need to run an efficient, profitable cellar.

P41 Consumer Insight

A deep dive into the importance of ‘occasions’.

P44 Customer Profile: Royal Engineers

Historic member’s club revitalised under new management.

P50 Customer Profile: The Waterfront

Anstruther restaurant carves out a niche.

P60 Meet The Team: NPD Brewers

Say hello to the team behind new and limitededition beers.

NEW YEAR, FRESH START

A new year often brings a renewed sense of optimism, offering the chance to rise above past challenges and embrace the fresh opportunities that lie ahead.

And while 2025 will no doubt bring many chances to grow footfall, sales and profits, there’s no doubt that the repercussions of the recent Budget will cast a long shadow over the trade.

April will bring huge challenges as wage and National Insurance contribution hikes pile on the pressure for venues and add yet more cost. The industry has proven itself to be extremely resilient over the years and I have no doubt that it will rise to the challenge once more –but these extra burdens couldn’t have come at a worse time.

However, one thing is for sure: Greene King will be there for you in every way we can. Your success is our success, and we are working hard to continue delivering the best possible package of products, services and support to help you make 2025 a success.

Getting the year off to a strong start is therefore critical; with the Six Nations tournament providing the perfect opportunity to drive sales and profits all the way from the end of January to Mid-March!

We’re

I would encourage you to embrace the tournament if you can. We know that venues who feature it typically see a significant sales spike, and a boost like that would be especially welcome in the coming months. You’ll see within this issue, the many ways Greene King and our partners can support you in maximising the Six Nations experience invenue. So, please do have a read and make a plan to leverage the opportunity.

You’ll also read inside of the many ways we can help you take cost out of your business through our Value Hub platform. We can help you save many thousands of pounds a year for little or no effort. If you haven’t engaged with Value Hub, now is the time! Read how Melrose RFC is benefitting on page 23.

In addition, you’ll see lots of great news, advice, support and insight in this issue to help you get 2025 off to a flying start.

It’s set to be a challenging year but, working together, we can make it a successful one.

I wish you all fantastic trading over the next couple of months and please do speak to your SDM to find out how we can help.

Paul Downing On Trade Sales Director, Greene King

Customer favourites and classic beers available all year round

4.5G 9 G ABV: 3.8%

JANUARY & FEBRUARY 2025

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

27TH JANUARY TO 16TH MARCH 2025

SCRUMDOWN

GOLDEN ALE

A fragrant, fresh, and easy drinking golden beer, brewed from sweet pale malt and classic English hops.

WOLFPACK

Dive into the dark depths of Wolfpack Alpha Stout, where robust barley meets the bold kick of coffee and the luxurious complexity of chocolate malt.

Cask Size:

*Nielsen Scantrack, 52-wk volume data (BBs) to 23/03/24. **KAM Low & No 2024

FRESH CASK RELEASES 2025 RANGE UNVEILED

Greene King’s annual line-up of limited-edition cask ales features 14 different beers that will help drive excitement and sales in 2025.

Greene King has unveiled its limited-edition Fresh Cask Releases range for 2025 – and you can find a calendar inserted into this issue of Value for Venues.

The Fresh Cask Releases 2025 range features 14 limited-edition beers chosen by our brewers who are passionate about creating fresh, highquality ales that can only be enjoyed in the Great British pub.

According to independent CGA data, cask ale represents a huge opportunity for venues, accounting for 45% of all serves. Additionally, 60% of cask drinkers visit venues during the week, helping to boost footfall in quieter periods, and the same percentage are open to upgrading their ale choice, which means that offering a selection of premium cask choices will drive additional revenue.

The 2025 calendar features a number of returning favourites as well as some exciting new ales including Wolfpack Alpha Stout and Peach Cooler.

In addition, 2025 will see new ales from collaborations with Dutch brewer Uiltje Brewing Co and Thornbridge Brewery in Bakewell.

All Fresh Cask Releases are available in 9G firkins and 4.5G pins making them more accessible than ever and allowing venues to broaden their range of cask ales and bring more customers into the category.

To view the calendar online, scan the code opposite or go to www.greeneking.co.uk/our-beers/seasonal-range

The Fresh Cask Releases range for 2025 is the perfect complement to Greene King’s permanent cask range.

This 12-strong selection is available year-round and features a host of muchloved amber, golden and pale ales:

Greene King IPA

Ruddles Best

London Glory

Belhaven 80 Shilling

Hardys & Hansons

Bitter

Olde Trip

Morland Original

Bitter

Abbot Ale

Old Speckled Hen

Old Golden Hen

Yardbird Pale Ale

Deuchars IPA

CASK SELLS!

Cask is unique to the on-trade and accounts for 45% of all serves;

60% of cask drinkers visit during the week (Mon-Thurs); 60% of cask drinkers are willing to upgrade their ale.

[Source: CGA BrandTrack 2023]

keg beer RANGE

GREENE KING IPA HITS BULLSEYE WITH CHARITY DARTS SPONSORSHIP

Greene King IPA was the lead sponsor of a charity darts series that raised more than £5,000 for the British Heart Foundation.

Greene King IPA was the proud sponsor of a charity darts series held in honour of the late Rab Scott, a Clacton-based player and former England international and professional in the 1980s.

Scott also competed in the BDO world darts championships twice, as well as taking part in a number of other televised tournaments.

Qualifiers for the Rab Scott Trophy were held across the local Tendring area during the earlier part of 2024 and finals

night featured the eight players who had triumphed, all competing for a prize fund of £2,500.

A tribute was paid to Rab on the night with some familiar faces from the darting world in attendance including Richie Howson, Linda Duff y, Deta Hedman, Steve Maish, Steve West, Bobby George and Wayne Mardle.

A number of Greene King Free Trade customers kindly hosted various legs of the tournament and Greene King IPA

TOP FLIGHT HOSTS

As part of the darts series, a number of Greene King Free Trade venues had the privilege of hosting nights for the tournament, including:

• Q1 – United Services Club, Harwich

• Q2 – Thorpe Social Club, Essex

• Q5 – Brightlingsea Community Centre

• Finals Night – Clacton Princes Theatre

featured heavily as lead sponsor.

In total, £5,208 was raised for the British Heart Foundation, the chosen charity of Rab Scott’s family.

The event will run again in 2025 and the organisers are looking for venues in the Tendring area big enough to hold a qualifier of up to 128 players. If you are interested in getting involved as a host or sponsor, email tendringdartsmaster@ outlook.com to find out more.

PETERBOROUGH BAR UNVEILS ‘TOMMY’S TIPPLE’ IN HONOUR OF LOCAL LEGEND

The Shed Tap Room in Peterborough unveiled a unique ‘Tommy’s Tipple’ ale to help raise funds for a statue in honour of local footballing legend Tommy Robson.

Greene King Free Trade customer The Shed Tap Room at Flatton Quays in Peterborough launched a limited-edition ‘Tommy’s Tipple’ ale in November to help raise money to commission a statue in honour of local footballing legend Tommy Robson.

Tommy sadly passed away in October 2020 and efforts are now being coordinated to build a bronze statue of him outside of Peterborough United’s London Road stadium.

Brewed for the venue by Greene King, Tommy’s Tipple was devised as a tribute to the Posh legend and freedom of the city holder with £1 from every pint sold going towards the fundraising campaign to create the statue.

The idea belongs to Karen Perks, joint owner of the bar, who told Value for Venues: “It first came about because members of the Peterborough United Independent Supporters Association drink in the pub and, being a local venue, we felt we wanted to do our bit to support the statue fund.

“I knew Tommy personally. I actually worked with him at the Evening Telegraph

and he was always very lovely to me. So I approached Greene King and they were only too happy to help. Throughout November we donated £1 from every pint sold to the fund and as it stands we’re on course to sell nine barrels, which is about 650 pints.”

As Value for Venues went to press, more than £80,000 had been raised towards the cost of the statue.

DIVINELY FRUITY, ETERNALLY LIGHT

ALL DAY IPA

FRUITY & REFRESHING • 3.4% ABV

A tribute to the original Bury St Edmunds master brewers, the Benedictine monks, whose ghosts are said to still walk our Abbey today.

1 in 5 consumers are looking for more affordable drinks when they go out into the on-trade*, but they are still choosing quality over quantity. In addition, January traditionally sees consumers wanting to spend less as well as reduce their alcohol intake.

Prior Life meets the needs of consumers

Lower ABV at 3.4%

Entry level price point into craft beer**

Sessionable, quality craft beer

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.

Speak to your Sales Development Manager for

or to arrange an install

FIRST LABOUR BUDGET ‘LATEST BLOW’ FOR HOSPITALITY

The recent Budget has been hailed as ‘the latest blow’ for businesses by UKHospitality, which predicts an increased tax burden of £3bn in 2025 for hospitality venues.

The first Labour Budget in 14 years will cost hospitality businesses an extra £3bn in 2025, according to trade body UKHospitality, but it also says ‘there are reasons for longer-term positivity’.

Described by the organisation as the ‘latest blow’ for hospitality businesses, the Budget will deliver increases in National Insurance Contributions for employers and increased wage costs in 2025.

There will, however, be a permanently lower level of business rates for hospitality businesses from 2026/27.

The net effect of the changes outlined in the Budget is that the cost of employing a full-time staff member will raise by at least £2,500 per worker, according to analysis by UKHospitality.

Kate Nicholls, Chief Executive, said: “This Budget is the latest blow for hospitality businesses. Rising taxes, increasing costs

and fragile consumer confidence risk bringing growth to a grinding halt.

“In the short term, the tsunami of employment costs coming in April will ultimately do more to hamper growth than incentivise it. 2025 will be painful for hospitality, with an increased annual tax bill of £3bn for the sector.

“However, there are reasons for longerterm positivity. Permanently lowering the level of business rates for hospitality levels the playing field and recognises the importance of the high street and the role it plays in our communities and economy.

“Hospitality venues will now have to ditch their ambitions to employ more people and do the very opposite – cut hours, scale back recruitment, and, in extreme circumstances, let people go, because they simply can’t afford the scale of these costs.”

EMPLOYMENT COSTS IN DETAIL

Analysis by UKHospitality reveals that the employment tax measures in yesterday’s Budget will increase the cost of employing a full-time staff member by at least £2,500;

This is based on a typical staff member, aged 21 or older, earning the National Living Wage and working 38 hours per week;

In this example, an employers’ National Insurance Contribution will rise 53.9% from £1,863 to £2,869;

It will be £2,100 more expensive to employ a single parent working 9am to 3pm, five days a week;

It will be £1,140 more expensive to employ a student working 14 hours at the weekend.

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

ONLINE PLATFORM: QUICKLY PLACE YOUR ORDER

Greene King and Belhaven’s online platform makes it easier and quicker to build orders as well as saving time and money.

It’s critical to make the best use of your time to free up as much capacity as possible to drive sales and profits. A highly effective way of doing this is to use the Value for Venues online ordering platform.

1 BROWSE PRODUCTS

Quickly and easily browse our entire product list to find exactly what you need and add items to your basket.

2 RE-ORDER PRODUCTS

As a lot of what you order each time will be largely products you’ve already ordered in the past, the platform allows you to instantly view your past orders and drop the same products into your basket in seconds.

3 BUILD ORDER PADS AND FAVOURITES LISTS

Create order pads and build personalised favourites lists to make it fast and efficient to re-order products you buy on a regular basis.

If you haven’t used the platform before, why not take a look at greenekingorders. co.uk and nd out how it can save you time and e ort, freeing you up to focus on running a pro table business, driving footfall and sales, and delivering those fantastic experiences that your customers are looking for.

EXCLUSIVE SAVINGS WITH VALUE HUB!

Value Hub allows you to take advantage of Greene King and Belhaven’s buying power to save thousands of pounds a year on venue essentials.

Cutting the cost of doing business has never been as important as it is today – which is exactly where Value Hub comes in.

Value Hub is our new platform that allows you to take direct advantage of Greene King and Belhaven’s buying power by securing substantial savings on everyday expenditures like sports TV subscriptions, gaming costs, payment and card services, equipment, furniture and waste and recycling collections.

These are exclusive savings and discounts available only to customers of Greene King and Belhaven and can help save your business many thousands of pounds a year.

Taking advantage is quick and easy – so why not see how much you can save today?

To find out more, simply visit valueforvenues.co.uk/value-hub or speak to your SDM.

Services

MELROSE RUGBY CLUB SAVES MONEY AND TIME THE EAZZI WAY

BELHAVEN CUSTOMER MELROSE RUGBY CLUB HAS IMPROVED EFFICIENCY AND SAVED MONEY WITH VALUE HUB BY TAKING ADVANTAGE OF THE ONE-STOP-SHOP EAZZI SERVICE.

As General Manager of Melrose Rugby Club, Doug Crawford has a full agenda every day and is continually looking for ways to drive efficiencies, save time and cut costs wherever he and his team can.

“We’re not a big team so it’s important that we work as efficiently and effectively as possible,” says Doug. “That’s why we were so interested in Greene King and Belhaven’s Value Hub platform which offers instant access to a wide range of exclusive savings and benefits.

“One of the services we’ve been using for about six months now is the EAZZI service which is effectively a one-stop-shop for all of our office supplies and consumables requirements.

“We access the EAZZI offer on the Value Hub platform via a personalised, tailored landing page and it essentially lets us order everything we need all in one place. The range is huge, we can compare prices instantly and we can order what we want in literally seconds. It’s so intuitive and easy to use and it saves us a lot of time, as well as saving us money as we benefit from Belhaven’s buying power by using Value Hub.

“In the current economic climate, it’s never been more important to save time and cut costs so Value Hub has been brilliant for us, and I would highly recommend it to Greene King and Belhaven’s customers.”

GAME ON!

The Six Nations rugby tournament offers a fantastic opportunity for venues to drive fresh footfall, sales and profi ts at an important time of year – and Greene King and Belhaven are here to help.

SPORT MEANS SPEND…

According to Ipsos data, 57% of pub-going sport viewers spend more when watching sport than when not.

According to BT Sport:

o 85% of sports fans spend more on drinks when watching live sport.

o 76% would stop going to their local if they stopped showing live sport.

o 92% of sports fans said that showing live sport during the week positively influences their visit frequency to a pub.

The Six Nations rugby tournament provides a hugely welcome opportunity for venues to grow footfall, sales and profits in a typically slower part of the year and 2025 looks set to be no exception.

Running all the way from 31 January to 15 March, the tournament provides back-to-back reasons for consumers to get off the sofa and down to the pub for a few hours of excitement with friends and family.

The Six Nations Championship is, in fact, the oldest international rugby tournament in the world – dating all the way back to 1883. The competition was expanded to its current format of six teams in 2000 and is set to offer up an endless stream of opportunities over the five rounds of matches.

Current Six Nations champions Ireland will once again be favourites to lift the trophy, but this year’s tournament may prove to be one of the most open in years with all of the participating nations enjoying patchy form throughout 2024.

Whichever team they follow, however, there’s no doubt that rugby fans are in for another treat – and that means plenty of opportunities for venues to make the most of the tournament.

GOOD SPORT

Data from CGA by NIQ shows that, without a doubt, the

Six Nations drives sales. Venues that showed live Six Nations matches in 2023, for instance, generated 28% more sales on matchdays than on the average equivalent day, double the 14% increase seen at non-sports venues.

On the tournament’s opening weekend alone, total drinks sales in sports venues increased by an astonishing 38%.

The categories to benefit most were stout (up 85%), cask ales, world lager and cider, while soft drinks also saw a spike of 15%, spirits were up 24% and wine grew by 15% across all matchdays.

CGA client director Paul Bolton commented: “The Six Nations is a reminder of the power of big sporting occasions to loosen people’s spending and encourage brand trial and loyalty.”

With endless opportunities for heroics on the pitch comes extensive opportunities for boosting sales and profits – and it will pay to focus your efforts on the products most likely to drive your business forward.

As highlighted above, stout and cask ale represent two of the biggest opportunities.

STOUT SALES

Stout is inextricably linked with rugby in the minds of many consumers and, as we’ve already seen, stout sales rocket during

MATCH SCHEDULE

ROUND 1

Fri 31st Jan, 8.15pm: France v Wales

Sat 1st Feb, 2.15pm: Scotland v Italy

Sat 1st Feb, 4.45pm: Ireland v England

ROUND 2

Sat 8th Feb, 2.15pm: Italy v Wales

Sat 8th Feb, 4.45pm: England v France

Sun 9th Feb, 3pm: Scotland v Ireland

ROUND 3

Sat 22nd Feb, 2.15pm: Wales v Ireland

Sat 22nd Feb, 4.45pm: England v Scotland

Sun 23rd Feb, 3pm: Italy v France

ROUND 4

Sat 8th Mar, 2.15pm: Ireland v France

Sat 8th Mar, 4.45pm: Scotland v Wales

Sun 9th Mar, 3pm: England v Italy

ROUND 5

Sat 15th Mar, 2.15pm: Italy v Ireland

Sat 15th Mar, 4.45pm: Wales v England

Sat 15th Mar, 8pm: France v Scotland

the Six Nations. That presents a clear opportunity for venues to exploit that demand by offering their customers great quality alternatives that offer better value.

Belhaven Black is a perfect example and is already the numbertwo stout in the UK, growing far faster than Guinness, albeit from a smaller base. The Six Nations offers the perfect opportunity to give Belhaven Black a try and see if it can help you score throughout the tournament.

Another exciting opportunity is the launch of Wolfpack Alpha Stout in cask. Available from the end of January as part of Greene King’s Fresh Cask Releases limited-edition programme, Alpha Stout provides a great way to bring a new, younger audience into cask. It’s also available in smaller 4.5G pins making it almost risk-free to try it out.

CASK HEROES

Cask ale is another major opportunity for venues come Six Nations time. Rate of sale on cask ales spikes 25% during the Six Nations, according to CGA Opus data, making it the perfect time to add Scrumdown Golden Beer behind the bar.

Available from 27 Jan to 16 Mar, Scrumdown is a fragrant, fresh, easy-drinking golden beer that will go down easy during those tense rugby matches. It too is available in pins format.

RUGBY VISIBILITY KITS AND CONSUMER PROMOTIONS

The following POS kits are available to help you drive footfall into your venue to watch the games and sell more beer:

GREENE KING IPA KIT INCLUDES:

Lucky 6 Consumer Promotion POS

Bunting

Fixture Posters

Empty Belly Posters

BELHAVEN KIT INCLUDES:

Spin to Win Consumer Promotion POS

Bunting

Fixture Posters

Empty Belly Posters

4 x Staff T-Shirts

GAMIFICATION GALORE!

As well as the standard POS kits available to venues to help promote the Six Nations and drive footfall, Greene King and Belhaven are adding a new interactive ‘gamification’ marketing element for this year’s Six Nations tournament.

Your customers will be able to play an interactive game on their mobile phones accessible via a QR code on the relevant POS.

GAMIFICATION BENEFITS

For many drinkers, the Six Nations just isn’t the Six Nations without a pint of Greene King IPA in hand.

The nation’s favourite cask ale has a longstanding and very deep relationship with rugby, having been the official beer of England Rugby for many years and now, partnering Premiership Clubs and supporting hundreds of grassroots teams, Greene King IPA has a longstanding history of championing rugby at every level.

PLAY THE GAME

To help drive fresh excitement and engagement, particularly with younger drinkers, Greene King and Belhaven are launching new interactive games in time for the Six Nations which will allow drinkers to play games and win prizes with their mobile phones.

All they have to do is scan the QR code on the POS provided and they can be in with the chance to win some amazing prizes.

Two games are being launched: one for Greene King IPA and one for Belhaven.

Engaging interactive games like this have been shown to capture the attention of 48% more customers than traditional POS or advertising and stay in the mind of the customer longer too.

These types of games can also help drive loyalty and retention which will directly benefit your venue.

So, the stage is set for an epic tournament and you have all the tools you need to max out the opportunity. The Six Nations offers a huge chance to boost trading, so speak to your Greene King SDM to find out how they can help.

GREENE KING IPA – LUCKY 6

Games attract attention, more so than traditional advertising

Brand re-call is higher when featured within game mechanics

Increased customer loyalty through enhanced pub experiences

Greene King IPA is excited to announce the launch of its brand-new Lucky 6 campaign, designed to run during the Six Nations tournament. This innovative promotion aims to energise venues and engage with consumers, offering them a unique and interactive way to participate in the excitement of the tournament. As part of the campaign, participating venues will receive a POS kit, complete with everything needed to effectively set up and promote the Lucky 6 game. The Lucky 6 game invites drinkers to scan a QR code and play for their chance to win an array of exciting prizes. This interactive element not only enhances the customer experience but also drives awareness and affinity for Greene King IPA during one of the most celebrated sporting events of the year.

TIME TO GIVE STOUT A TRY?

Stout is a growing category these days and is always popular around the Six Nations tournament. Greene King has some exciting alternatives to help drive fresh sales and profi ts including new Wolfpack Alpha Stout in cask.

The stout category has been enjoying something of a renaissance in recent years and never is that more obvious than during the Six Nations rugby tournament. While the category is generally growing well, up by around 12% in 2023, for example, sales of stout rocket when the

CGA data shows that sales of stout increased by a whopping 85% during the Six Nations in 2023. That’s an opportunity

Unsurprisingly, it’s Guinness that accounts for the majority of those sales but the huge interest in stout as a category presents a major opportunity for venues to target those coming into the category, perhaps for the first time. That opportunity is particularly relevant among consumers looking for a stout that delivers that distinctive flavour profile but

offers better value for money.

BELHAVEN BLACK

That’s part of the reason why Belhaven Black has enjoyed such mammoth success over the last couple of years. Following a major rebranding last year, Belhaven Black is already Scotland’s number one stout and is the number-two stout brand in the GB free trade – and it’s growing. Volumes are up a staggering 120% year on year and the brand is growing four times faster than Guinness.

That’s down to a combination of great value and superb taste. A survey of new stout drinkers by the Scottish Centre for Food Development and Innovation revealed that there was no statistical difference between Guinness and Belhaven Black when it came to likelihood to purchase, while 52% of

Guinness regulars said they would buy Belhaven Black.

So is the Six Nations the perfect time to give Belhaven Black a try?

ALPHA CASK

Another outstanding alternative to Guinness for the rugby is new Wolfpack Alpha Stout cask. Alpha Stout was launched last year in keg format but is now available in cask, offering venues an exciting and modern take on stout that will appeal to existing fans of cask as well as help bring more stout drinkers into cask.

Wolfpack was established by former professional rugby player and exSpringbok Alistair Hargreaves, so has a well-established relationship with rugby. The brand’s edgy styling also appeals to a younger demographic making Wolfpack Alpha Stout in cask a very attractive option for venues keen to maximise the appeal of stout among a different audience during the forthcoming Six Nations tournament.

To find out more about how you can unleash the power of great value, greattasting stout during the Six Nations, speak to your SDM.

an

CHAMPION BEER

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

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

CATEGORY CORNER: QUALITY LEADERSHIP

In the latest in our series of articles on Greene King’s category vision for ale, we take a look at the critical role that quality plays in driving footfall, sales and profi ts in the ale category.

By John Malone, Head of Brewery Engagement

If you’ve been following this series of articles on Greene King’s new ‘How To Win With Ale’ category vision, you’ll be familiar by now with how we intend to drive new energy and excitement into what remains a critically important category.

In the last issue of Value for Venues we took a deep dive into the world of perfect presentation and in this issue we’re going to take a closer look at the equally vital subject of ale quality.

As a brewer with centuries of experience in brewing the finest quality ales, Greene King has always had a fierce determination

to produce the best quality ales possible. This explains why we feel it is our responsibility to demonstrate leadership in the ale category when it comes to quality – and I mean quality in the widest possible sense.

We have quite rightly earned a reputation for delivering consistently brilliant quality beer – but quality extends beyond simply brewing fantastic ale. To deliver the consistently great experiences that ale drinkers demand, we rely on everyone in the chain to play their part in ensuring that every pint that makes it into the hands of one of your customers is perfect.

QUALITY BEER

That whole process clearly begins with us as brewers. We go to extreme lengths to ensure that every pint that leaves our brewery is in pristine condition. We have an army of brewers, scientists, lab technicians and more whose job it is to brew, monitor, test and maintain our beers to the very highest standards.

So when those beers find their way to the cellar, we rely on you to carry on that high quality care to make sure that every time one of your customers buys a pint, it’s an experience that they will remember.

This is more important than ever as we know that many people are venturing out less often than they used to and when they visit a pub or restaurant, they want to enjoy a fantastic experience and make some wonderful memories. The ale category can help them do precisely that – as long as we all work together to deliver quality in every sense.

It’s also worth noting that quality is particularly important in the cask ale category. While traditional keg ale is driven to a certain extent by value and craft ale is driven by energy and excitement, cask ale’s strong suit has always been its amazing flavour and provenance.

That’s not to say we can’t add excitement and energy to cask and, indeed, over the last couple of years, we have been working extremely hard to light a fire under the cask category.

Our annual programme of Fresh Cask Releases limited edition

ales has been hugely successful in growing sales and bringing new customers into cask.

The launch of smaller 4.5G Pins has also made cask much more accessible to more venues allowing them to broaden their range of cask ales with reduced risk of wastage, all whilst supporting licensees deliver consistently perfect pints.

Most recently, we have added a new cask version of the popular Wolfpack Alpha Stout which will help bring younger drinkers into cask ale and hopefully set them on a journey they can enjoy for the rest of their lives.

CELLAR STARS

As a live product, we know that cask ale requires a little more love than keg beers. That means a little more care in the cellar and a little more attention from you and your team – but that extra effort is more than worth it.

Research data consistently shows that cask ale fans visit venues more often and spend more while they are there. Typically, a cask drinker will also seek out venues that sell cask ale, rather than settling for the first pub they come to. Not only that, cask ale drinkers are hugely influential in deciding where groups of customers go, bringing additional trade with them – provided the quality is high.

Greene King offers a wide range of support mechanisms and tools to help you manage your cellar efficiently and easily, helping you ensure every pint is perfect.

From our Cellar Support Kits to our online portal – beergenius. co.uk – there’s all the support and help you need to maintain the top quality that your customers deserve.

Our team of cellar technicians are also on hand to help if required.

FINISHING TOUCHES

So, if we work together – Greene King making great beers and you keeping them that way – we can deliver stronger sales for you, drive fresh footfall, generate customer loyalty and provide those elevated experiences your drinkers are looking for.

Cask ale is a unique product that’s only available in the ontrade and has hundreds of years of history and heritage behind it. Working together we can ensure that it has a long and profitable future ahead of it too.

HIGHER QUALITY, HIGHER PROFITS

Serving the best possible quality beer is key in driving repeat business and maximising profi ts – which is why Greene King and Belhaven’s free Cellar Support Kit can make all the difference.

As outlined in this edition’s Category Corner, serving the best possible quality beer is critical to your business. Higher quality beer means happy customers which in turn means more repeat visits, more footfall, bigger sales and, ultimately, higher profits.

One bad experience, one poor quality pint can lose you a customer for life. One great experience, one fantastic quality pint, however, can win you a customer forever.

And just like you, at Greene King and Belhaven we take beer quality seriously – and we want to help you and your team improve your yields by ensuring that every pint you serve is served perfectly.

To help you do precisely that with a minimum of fuss, we have produced a full Cellar Support Kit that we’re confident will assist you in optimising your cellar management practices and maximise your profits. Best of all, it’s completely free!

EVERYTHING YOU NEED

In line with our philosophy at Value for Venues of giving you everything you need, all in one place, the Cellar Support Kit is a comprehensive solution that brings all the important information and assets you need together to help you serve the best quality beer time after time.

Inside the kit you’ll find an extensive array of information, advice and logs that cover every step of the process of storing and pouring great pints. The kit includes a Top 10 Tips Poster, a Standard Operating Procedures guide, a Cellar Log Book and a laminated Cellar Record and dry wipe pen.

The kit is the result of our hundreds of years of brewing experience and is an invaluable tool for you and your team –and it will cost you absolutely nothing.

Every aspect of efficient, effective cellar management is covered in the kit from cellar and equipment conditions, preparation and serving, to coolers, beer lines, temperatures, glassware and ice machines. The kit is your one-stop-shop for world-class cellar management.

GOT A PROBLEM WITH BEER QUALITY?

Visit beer-genius.co.uk where you’ll find everything you need in one place:

In-depth information on Greene King and Belhaven’s entire range of beer brands and products;

Informative videos on a range of topics such as how to sell beer to your customers and an insider’s tour of the Greene King Brewery; Online bitesize training videos; Free e-learning courses; Downloadable best practice guides providing everything you need to know about managing beer and your cellar and bar;

Cellar Doctor online troubleshooting service.

CLEAN LINES

By taking advantage of our brewing and cellar experience and using the kit to check that your cellar management practices are optimal, you can quickly and easily ensure that every pint you pour is the delicious, vibrant, fresh beer that your customer expects and deserves.

And if you find that you are having problems with your beer quality, you can also visit our Beer Genius online portal at beergenius.co.uk where you can troubleshoot all manner of issues and quickly and easily resolve them.

START TODAY

Our Cellar Support Kits have been specifically designed for stockists of Greene King and Belhaven beers and are available from your Sales Development Manager. Your SDM can also provide fantastic support in implementing the advice contained in the kit and will work alongside you and your team to make sure that every pint is served perfectly.

CONTACT YOUR SALES DEVELOPMENT MANAGER TODAY TO DISCUSS RECEIVING YOUR FREE KIT.

CASHING IN ON OCCASIONS

From small-scale family gatherings to high-energy sporting events, the ‘occasions’ opportunity is huge for venues – not least because occasions are

critical in bringing consumers to your door.

By Caroline Morley, Insights Manager – Consumer

This month we’ve got some insight to share with you about the reasons and motivations that explain why consumers visit the pub, or any other hospitality venue for that matter.

We completed an extensive research programme towards the end of 2023 consulting 5,000 consumers about their most recent pub visits. It became noticeably clear that ‘occasions’ are among the biggest drivers of footfall.

As a result of that research, we ended up hearing about almost 90,000 occasions! From small gatherings of friends and family to mass celebrations, from office parties to high-energy sporting events, it’s occasions that are driving footfall to venues.

From this we learnt some really interesting universal truths that apply to nearly all pub visits.

KEY POINT 1

Consumers are visiting the pubs in a wide variety of different groups and a wide range of reasons.

Whether consumers are visiting your venue with children, with a partner, with a big group of friends, colleagues or extended

family, pubs have to cater to so many different types and groups of customers.

On top of that, the research identified an enormous number of different reasons why consumers visit the pub. From higherenergy occasions like watching a big football game to a birthday night out, to quieter occasions such as a first date or a catchup with a friend who is going through a difficult time, the list is extensive.

The key message here is that pubs have to be really versatile! Catering to as many occasions as possible is key to attracting that occasion-led footfall.

SO WHAT?

To appeal to the maximum number of potential popular occasions, it’s important to try to find out exactly why your customers have come to the pub.

Is it for a special occasion? Is there anything in particular they’re celebrating? Is there anything you can do to encourage them to choose your venue more often in the future?

This helps your team cater well to customer needs and give the best experience every time and increase the likelihood of repeat visits in future.

KEY POINT 2

There are some practical factors that must always be right to make a customer choose a pub.

The location needs to be convenient. There needs to be good service that’s friendly and welcoming. A relaxing environment is important – customers must feel safe and comfortable.

Hygiene and cleanliness are still critical – post-Covid, this has remained a vital factor, so clean tables and toilets are key indicators of good standards of hygiene for customers.

Our research showed that all of the above must be true for a customer to choose a pub to visit.

SO WHAT?

We know well that since the pandemic, hygiene and cleanliness have become more important and stayed important.

Make sure that your entire team is focussed on this and ensure regular checks are in place to maintain good standards.

KEY POINT 3

There are three main reasons consumers come to the pub:

1. To relax.

2. To catch up with someone or socialise.

3. For a treat.

We all know that pubs are social hubs but making sure that customers can relax when they’re in your pub is absolutely key.

Since Covid we know consumers have been going out less often and making it more of a treat or special occasion when they do go out.

SO WHAT?

Try hard to ensure that you’re creating a relaxing environment where people can relax and enjoy the company of friends and family.

With fewer occasions taking place, it’s more important than ever to make sure every experience in your venue is the best it can be to keep consumers coming back.

KEY POINT 4

Feeling welcome and being comfortable in the pub are key motivators on every occasion.

‘Feeling comfortable’, ‘at ease amongst other pubgoers’ and ‘free to have my experience the way I want it’ is what consumers told us mattered to them most when choosing a venue.

‘Feeling like I belong’, ‘am recognised (particularly on arrival)’ and ‘like I am no burden at all to the team throughout my experience’ are also cited by consumers as key to their experience on every visit.

SO WHAT?

It’s good old-fashioned hospitality, but it’s important to make sure customers feel welcomed into your pub by all members of your team from the second they arrive. That really sets the tone for their whole visit.

Customers should also feel comfortable and welcomed throughout.

Back from the brink

Dave Neave and his team at the Royal Engineers in Chelmsford have revitalised the historic sports and social club, bringing it back from the brink of extinction in style.

After two and a half years of running the Royal Engineer Sports & Social Club in Chelmsford, it’s only now that Dave Neave can sit down and reflect with a smile on his face on the role he has played in bringing this historic venue back from the brink of extinction.

“I was a member of the club and had only been a member for a few months, and I knew a few of the other members,” recalls Dave. “And one day I was in having a pint, when I learned that the club was struggling.

“I had been in the pub trade most of my life in one way or another, so they asked me if I could help. This is such a massive part of the community and it’s so important to so many people that I more or less decided on the spot that I was going to at least give it a go.”

Dave’s family had been involved in the pub trade all their lives and he himself had been involved in the trade since the

age of 17, including many years as a chef and then in management roles. He had worked in many of the local pubs over the years and felt that he could bring some new energy and a lifetime of experience to the challenge of bringing the Royal Engineers back from the brink.

“You have to remember that this Club has a history going all the way back to 1952 so its history and tradition is special,” says Dave. “It started life as nothing more than a Nissen Hut donated to the Royal Engineers working at the nearby Marconi factory after the end of World War II.

“The shelter had originally been used to store parachute silks. There were between eight and 12 founding members. They created it as a social hub for anyone that wanted to join as a member.

“The building grew over time and was extensively upgraded and extended in the 1970s to the current footprint. There is a lot of history within these walls.”

“GREENE KING IPA IS A FAVOURITE, SO WE ALWAYS HAVE THAT ON. WE USE THE HAND PULLS TO ADD A LITTLE VARIETY. WE’VE HAD IN A LOT OF THE FRESH CASK RELEASE LIMITED-EDITION ALES AND THESE ARE TYPICALLY VERY POPULAR.”

And while the club no longer has a formal affiliation with the Corps of Royal Engineers, it maintains the traditions and ethos it has had since day one back in 1952.

“We still offer free membership to those who have served in the armed forces,” says Dave proudly, “and we also offer free membership to the over-65s.”

So, when Dave was asked if he could help, he felt that he couldn’t refuse, nor did he want to – and he had to decide quickly.

“I had that first conversation on a Thursday in August 2022. I met the Treasurer and Committee on the Sunday and by Tuesday I was given the keys!” he laughs.

It wasn’t a decision he took lightly, despite being fully committed to it. For six years before that he had run his own painting and decorating business as a way to live “a more normal life,” and it was doing well. So it was off with the overalls and back to the pub trade in what can only be called challenging circumstances.

Dave explains: “I really didn’t know where to start because it needed a lot of work, so I decided to just pick a job and got stuck in until I finished it, then pick another job and so on. I was on my own back then pretty much. Now, I’ve built up a great team, but back then I was in here every hour of the day getting the place back on its feet.”

And did he succeed? Did he ever! “The week I took over, the place was lucky if it was doing £1,000 a week,” says Dave. “Now, just two years later, we’re doing £5,000 or £6,000 a week and we’ve added around 130 new members – so yes, we’ve turned it around.”

And while Dave started it all off, he is very quick to praise the fantastic support and help he has had from a lot of people along the way – including his partner, Karen. “These days Karen is the ‘face’ of the Club,” says Dave. “She’s the real boss!”

“We also have a very strong team of staff, and I’ve had unrelenting support from our full committee. It’s been a genuine team effort. They’ve backed me all the way and have more or less given me free reign to do what needed done.”

So, what exactly needed doing? “For me,” explains Dave, “hospitality isn’t rocket science. It doesn’t need to be complicated. You just have to understand your customers and give them what they want. Basically, that’s all we’ve done in the last two years. We’ve given our members what they want.

“In our case, that means snooker, darts, sports on TV, great beer, and great food. It’s that simple. We have a full-size 12ft Riley snooker table from 1948 which is in use pretty much every minute we’re open and five screens to watch sports. Then we host three darts teams, three snooker teams and a cribbage team. That keeps us busy just about every weekday and then we do a rolling programme of quizzes, curry nights, poker events, open darts competitions, bingo and so on.

“It’s interesting that we’re now driven by the night trade because when we first took over, it was the day trade that mattered most. It’s changed days, but all I’ve ever tried to do is make it a comfortable, enjoyable, safe space for our members and their friends and guests. I believe in those traditional values of consistency and integrity that are woven into the fabric of this place.”

Changed days indeed and Dave has no intention of resting on his laurels. “I’m trying to build a legacy so that if and when Karen and I ever decide to move on, we leave the club in a much better place than we found it.”

Part of that drive is to recruit more sports teams to call the Royal Engineers home. “Darts teams, for example, are a real boon for us.”

On the subject of drinks, Dave and the Club buy everything from Greene King and have done since before Dave took over.

“As a member’s club, everything we make gets reinvested in the club so it’s important to us that we’re getting a great range and great value for money. Greene King gives us all of that and more. They’ve been really supportive in so many ways.”

“Greene King IPA is a favourite, so we always have that,” says Dave “and we use the hand pulls to add a little variety. We’ve had in a lot of the Fresh Cask Release limited-edition ales and these are typically very popular.”

The bar also features a good range of other keg beers and ciders as well as a selection of wines and spirits.

Dave also puts his skills in the kitchen to good use Wednesday to Saturday, creating

a menu of traditional classics like chilli con carne, lasagne, curry, and sausage mash and gravy to appeal to his customers. He also runs a hugely popular Meat Raffle on Sundays.

Another key aspect of Dave’s reign has been consistency. “I always wanted our customers to know that if they came down, we’d be open, no matter what,” he says. “So, we open until 11pm Monday to Wednesday, 11.30pm Thursday to Saturday and 10pm on Sunday.”

Unsurprisingly, Dave is pleased with his efforts so far, modest though he is. “We’ve done a decent job, I think. We have the entire committee and everyone who works here to thank for that,” he says. “Our membership is growing, we’re doing a much stronger weekly turnover and we’re still growing. The club is now on a very stable footing financially. Our next challenge is to start bringing younger customers through the door and also to

boost the summer trade.

“A lot of our customers are big cricket, golf and football fans so for the couple of years we’ve been here we’ve seen summer sales drop around 30%. But we’re adding new darts teams and hopefully a new snooker team and we’re building a reputation, so I’m hopeful we’ll see improvement this summer. Drinking culture is changing and we need to change with it.

“I’m a little nervous about what happens in April when the wage and NIC costs go up, but we’ll do what we can. I don’t believe in getting despondent, I prefer to just get on with it. We’re already trying to find ways to save money through driving efficiencies. But I enjoy it and we’re in a good place.”

And that’s certainly not something Dave could have said just two years ago when he took over.

Fortune favours the brave

Chris Lewis’s bold decision to risk everything to get involved in the launch of a brand new high-end restaurant in Anstruther has paid off handsomely over the last two decades.

It’s a fact of life that potentially life-changing opportunities tend to come along at times when you’ve already got your hands full –and so it was for trained chef, restaurateur, publican and hotelier Chris Lewis and his wife Louise back in 2002.

“We had an 18-month old son at the time, we’d just bought a new house that needed a lot of work and we were up to our eyeballs in all sorts of other projects when I learned that a guy called Alan Thrupp was planning to develop a new restaurant in Anstruther where we’re from,” explains Chris.

“The building used to be the old Co-op that been up for sale for years but Alan is a serial developer and was doing a great job

on it – and he has a reputation for doing things properly. He also has a reputation for seeing opportunities that others don’t. He was looking for a manager and, after a discussion with Louise, I decided to go for it.”

Chris was quickly offered the position but soon learned that this wasn’t set to be a runof-the-mill restaurant offering the standard tourist-pleasing pub grub available in the town at the time.

Chris explains: “It was a gamble for us personally but it was also a gamble because it became clear very quickly after some discussions with Alan that what we wanted to do was something that had never been

done in Anstruther before: we wanted to create a restaurant that was somewhere between fine dining and pub food, but without getting too high-end. We wanted it to be somewhere literally everybody could come and we wanted it to be familyfriendly. At the time there was nothing else like it in Anstruther.”

This exciting new venture was the culmination of a long, long journey that began many years before when Chris was Head Chef at the Littlejohn’s restaurant in St Andrews and met Louise there.

“I worked there for about 12 years in total,” he recalls, “but I eventually decided to leave and try some new experiences. I moved

around for a few years but never really settled anywhere. I was a bit restless at the time.”

It was, of course, at that time that fate would intervene and in very short order Chris found himself running The Waterfront, as the restaurant was christened in honour of its position literally a stone’s throw from the sea on the east coast of Scotland.

“It opened in May 2023 and, despite the fact that Alan has a brilliant sixth sense as a developer, he doesn’t have a history or background in hospitality, so it worked really well between us.”

As a bit of safety net, Louise stayed on at

Littlejohn’s but after just a few months it became clear that The Waterfront was going to fly – so she joined the full-time team and these days effectively fronts the business.

“I do back of house stuff these days, admin stuff and the stuff nobody else wants to do,” laughs Chris. “Louise is the face of the restaurant and she’s brilliant at it.”

Chris admits that he loved it from day one and that made all the hard work in the early days more than worth it. “I didn’t like working for a big chain like Littlejohn’s. It was a great business but it just didn’t suit my personality. The Waterfront felt like a breath of fresh air and I loved it.”

Not only did Chris love it, so did his customers

THE WATERFRONT

CUSTOMER CHRIS LEWIS

LOCATION

ANSTRUTHER

VENUE TYPE

RESTAURANT & HOTEL

TABLES 15

– and they came in droves. “It took off well and it was pretty much profitable from day one. The biggest challenge was actually folk ringing up and saying ‘can I book 32 for Sunday, please?’. It was a lovely problem to have but it was stressful in the kitchen!

“It went so well that it gave us the confidence to develop the accommodation side of the business. We had space above the restaurant and out the back so we always intended to add rooms if the restaurant worked. First we did five rooms, then we added another five and then, during Covid when we had some time on our hands, we took it to 15. We’re at 90% occupancy so we must be doing something right.”

In common with so many venues that have been successful post-Covid, Chris and Louise took full advantage of the enforced

downtime. “During the first lockdown we took the chance to fully redecorate the place then we added those final five bedrooms,” he says. “It’s very rare to get the chance to totally redo the place when you’re open seven days,” adds Louise. “So when it was empty during lockdown we saw it as a chance to get it ready for the grand re-opening.”

Before the horrors of Covid, however, Chris was offered the chance to buy into the business formally. “Alan had offered us that chance on day one but we simply couldn’t afford it at the time,” he says. “But from day one we put our heart and souls into this place and we treated it as if it was our own. We worked bloody hard to make it the success it became and then, after a couple of years, Alan offered us the chance to buy in. It was very good of him and, to be fair, he

has always been super supportive and has never meddled with the business. It’s just a really good business partnership.”

The business continued to thrive and established itself as the premier restaurant in the town, as indeed it remains today. As a prime tourist hotspot, summers are busy for Louise and the team. “Turnover at least doubles in the summertime and we have an outdoor dining area that really helps in the summer months,” she explains. “It is weather dependent to an extent, of course, and last summer wasn’t great weather-wise as we all know. Chris is obsessed with the weather forecast!”

Covid aside, then, The Waterfront has enjoyed a sparkling couple of decades by delivering exactly what Chris and Alan set out to deliver: a menu that nestles somewhere between fine dining and pub food. Diners can opt for a classic Belhaven Best Steak & Ale Pie or a Waterfront Burger or, if they’re feeling slightly more upmarket they can plump for the Pan Fried Seabass in Lemon Caper Butter or a knockout Seafood Sharing Platter.

“We focus heavily on locally sourced produce and we work with the seasons,” says Chris. “We get all most of our seafood, meat, eggs, fruit and berries, bread and vegetables locally – as well as our beer, of course!”

Chris has been buying from Belhaven for more than 15 years and the relationship is still going strong, so much so that Chris is in the process of adding cask ales from Belhaven to his bar for the first time.

“We’ve been with Belhaven for a long time

and it just works,” he says. “A couple of years ago we did a review, just as a matter of due diligence really, to check we were getting the best offer on the market. We spoke to various companies and it became clear that Belhaven’s all round offer was the best by a mile. They can do everything, which is rare.

“We sell a lot of Belhaven Best, I can tell you that! We get all our spirits, wines and soft drinks from Belhaven too. It just makes life easy.”

The future continues to look very rosy indeed for The Waterfront although, in common with the entire trade, Chris and Louise are concerned about the fallout from the recent Budget.

“It’s going to hurt us this year,” says Chris. “There’s only so many cost increases you can absorb in a business. We’re working on navigating our way through April and beyond but it’s going to be a challenge. Having said that, we’ve had a few challenges in the past so I’m sure we’ll find a way through once again.”

WE SPOKE TO VARIOUS COMPANIES AND IT BECAME CLEAR THAT BELHAVEN’S ALL ROUND OFFER WAS THE BEST BY A MILE. THEY CAN DO EVERYTHING, WHICH IS RARE.

GET YOUR CIDER RANGE MATCH FIT

Thanks to its long-standing support of football, rugby and cricket, Thatchers Gold is now an integral part of the match day experience and a firm fan favourite.

Sport is a huge driver of footfall to venues with sports fans dwelling up to 26 mins longer when a match is being shown. With cider outperforming beer and lager at the bar - and even Gen Z are drinking more cider than lager - it is essential you stock the right range, at the right price, to maximise sales this sporting season.

HAVE YOU GOT THE PERFECT LINEUP?

Switching to a trusted brand that customers love can sell an additional 54 pints a week, delivering additional cash in the till. Getting it wrong can mean losing a group and watching your revenue walk out the door.*

Apple cider makes up about 70% of all cider sales, and the trend is leaning towards premium mainstream ciders like Thatchers Gold. As a firm fan favourite and a key part of the match day experience for many fans, Gold can help drive rate of sale. Customers want a brand they can trust, and they are willing to pay for it. Thatchers Gold is the No.1 choice for apple cider drinkers. It is ahead of all other competition in the free trade, where publicans and drinkers have freedom of choice, while value brands continue to see declines.

Gold is a premium crisp, refreshing drink with a well-balanced flavour which appeals to a broad customer base. Stocking it alongside Thatchers Haze, the No.1 Cloudy apple cider in the UK, and a slightly sweeter choice, gives customers trusted, high quality options.

TOP TIPS TO GET YOUR CIDER RANGE IN SHAPE

With 120 years of experience, combined with the latest data and industry knowledge, Thatchers can help you boost rate of sale, increase value and keep customers coming back for more.

KNOW WHEN TO TAP IN.

Having more than one draught cider brand on the bar can drive more volume as you attract a different drinker, however before installing an additional line, we recommend two things:

1.

Make sure they both bring something different to the bar. i.e., if you have Thatchers Gold, a medium dry cider with broad appeal, you may want to compliment it with something like Thatchers Haze, a crisp, sweet cider that appeals to a sweeter taste profile.

2.

You should be selling a minimum of 2 kegs per week on your original cider. That will mean you still have enough throughput on both lines to ensure quality of pint for each.

If you only have space for one apple cider on tap, we recommend supporting that with an alternative in the fridge. Great options are Thatchers Haze, the No.1 cloudy apple cider in the UK and our bestselling packaged product, or Thatchers Juicy Apple. Juicy Apple is our latest development, with a lower ABV (4%) it is powered by sunshine, made using 100% renewable electricity and sun-drenched apples. Both offer a sweeter alternative to a medium-dry cider like Gold, with Juicy Apple appealing to younger drinkers.

BUILDING A FRUITFUL RANGE.

Fruit cider is the biggest seller in the fridge, beating world lager, however when the right product is available on tap, sales shift to draught, freeing up premium fridge space.

You can add theatre, range and improved visibility with Thatchers’ revolutionary Fusion Font which offers three flavours from one tap. Our fruit cider NPDs have revolutionized the category in recent years, with 2022’s release of Blood Orange seeing it win best new product awards, and our latest, Apple & Blackcurrant, featuring in the top five fruit ciders just 12 weeks after launch. Fusion, a market first, is supporting the consumer need for experience and theatre that they can’t replicate at home.

If you’re not quite ready for a draught fruit line, we recommend offering a range of 2-3 packaged fruit ciders. The fruit cider drinker likes to try new things and explore flavours – and our awardwinning options will help boost rate of sale.

3 in 4 people (74%) say they are moderating their alcohol consumption, and 44% say they would be more likely to stay for another if they could have the alcoholic free version of their favourite drink.

Thatchers Zero is the No.1 alcohol free apple cider in pubs and supermarkets and is the perfect option for those looking to moderate who don’t want to compromise on taste.

We’re offering your venue free, bespoke social media support to drive footfall across the international rugby season. You can also claim your free rugby themed rate of sale kit - including bar runners, tent cards & posters. For more information and to sign up, scan the QR code here.

THE POWER IN YOUR HANDS TO YOUR BUSINESS YOUR BUSINESS SUPERCHARGE

FREE marketing tools

LATEST category trends

NEW

EXCLUSIVE training material DIRECT Diageo support

Business support from the drinks experts

PLEASE DRINK RESPONSIBLY

Meet The Team: Agnieszka Hankiewicz & Simon Proctor

This issue we catch up with Brewing Operator Agnieszka

Hankiewicz and NPD Brewer

Simon Proctor to find out what’s brewing at the moment.

SO, AGNIESKA, IT’S YOUR JOB TO LOOK AFTER ALL THE BEER THAT GREENE KING BREWS?

That sounds like a lot of responsibility! But yes, that is more or less what I do. My role, in simple terms, is to take care of the beer after it’s been fermented and to make sure it stays in perfect condition until it’s passed on to be finished. It involves a lot of measuring and analysing and checking and skimming and setting and so on. But essentially I give it all the love it needs before I pass it on to be turned into finished beer.

SO YOU WORK ACROSS EVERY BEER?

Yes, my role is across everything that’s fermented here so I work on a lot of different beers, both cask and keg.

WHAT

DOES A TYPICAL DAY LOOK LIKE?

I’d have to say there’s no such thing. No two days are the same and that’s partly what interests me and why I applied for this role. It’s always busy but some days are busier than others!

YOU

PREVIOUSLY

WORKED IN THE LAB?

That’s right. I did that for around two years, and I really enjoyed it but I wanted to try some other roles within Greene King and I wanted to get a bit closer to the brewing process itself. My current role lets me do that and I really enjoy spending time with all of the other teams, learning as much as I can about every aspect of brewing.

ABOUT AGNIESZKA

Agnieska is a Brewery Operator and has been with Greene King since 2020. Her career at Greene King began in the lab where she spent two years before successfully applying for a role within brewing. She currently works in the Fermenting & Pumps department where she has responsibility for looking after the beer once it has been brewed and helps get it ready to be prepared for finishing and dispatch. She recently won an internal competition to brew a bespoke beer and her idea – a cherry IPA – has very recently been turned from a concept into a finished beer, her first-ever proper brew!

AND YOU’RE TRAINING TO BE A BREWER?

Well, I’ve started on that journey! I’m studying for my General Certificate in Brewing, which is the first step. It’s quite intense and it’s expected that it will take about 80 hours of studying at home before I sit my exams in May. I’m Polish and English is not my first language so it may take me a few hours longer to complete but I’ll get there!

YOU’VE ALREADY BREWED YOUR OWN BEER THOUGH?

I have! I won an internal competition where we could submit ideas and recipes for a new beer and the winning entry would get turned into an actual, finished product. I was lucky enough to win with my idea for a cherry IPA.

AND THAT’S WHAT YOU’RE ACTUALLY DOING TODAY?

Yes, you’ve interrupted me! Today is the day we begin actually brewing it and I’m so excited. It’s a light, refreshing summer beer with, I hope, fruity notes and plenty of character and flavour. I love beer so I designed a beer I’d love to drink myself.

WHEN WILL IT BE READY AND WILL YOU GET TO TASTE IT FIRST?

The fermentation will only take a few days to create the base beer then we have some work to do to get it where I want it, but I’m so excited. And yes, I hope I am indeed the first person to get a sip!

WHAT DOES THE FUTURE HOLD?

I’m not sure yet. I’m really enjoying this role and I love getting the chance to learn more about all the parts of the business and what they do. I’ll see what opportunities come along in future but I’m just enjoying it and long may that continue!

SO, SIMON, YOU’VE BEEN HELPING AGNIESZKA WITH HER NEW BEER?

Yes, I have, and it’s been brilliant fun. We’re literally starting the fermentation today, as she said, and we can’t wait to taste the final product.

WHAT IS YOUR ROLE?

I’m NPD Brewer (New Product Development) which means I

oversee all of our new beers, and I also look after our Fresh Cask Releases range of limited editions. I operate out of one of our smaller breweries. Having said that, at 65 hectalitres it’s still a fair size but it’s dwarfed by our main brewery which, when full, has capacity for about 325,000 pints!

HOW IS THE FRESH CASK RELEASES 2025 RANGE LOOKING?

It’s another exciting range and readers will find a copy of it in this issue of Value for Venues. We have 14 beers including some returning favourites and some exciting new beers. We’ve also added a couple more collaborations with other smaller brewers including one in Holland and one in England.

AND YOU HAVE A BEER OF YOUR OWN IN THERE TOO?

Yes, I was lucky enough to be able to brew a new beer for inclusion in the programme for 2025. I devised the recipe, and

it’s called Peach Cooler. It’s a bright, crisp, fruity beer that’s perfect for the summer. It’s only 3.4% so it’s very sessionable –and it is absolutely delicious, although I am a little biased!

WHEN WILL IT BE AVAILABLE?

It will be available to venues in July and August, and I can’t wait. It took us months to get right and it was a real team effort. A lot of work and skill from a lot of people goes into making a new beer at this scale so I’m delighted. I think we absolutely nailed it!

IS FRESH CASK RELEASES HELPING DRIVE THE CASK CATEGORY?

All of the data we see tells us that sales of the Fresh Cask Releases beers are growing and they’re helping to revitalise the cask ale category. It’s great to see and it’s brilliant to see so many venues getting behind it. Let’s hope even more do in 2025!

MIXED TO

Check out the latest ready-made cocktail creations listed at Belhaven and Greene King.

SERVED 250ML

Served’s bar-quality cocktails include a full 50ml double measure of premium spirit. Available in bestselling Margarita, Passion Fruit Martini and Pina Colada variants, these convenient cans take all the hard work out of cocktails, delivering your customers an instant fruity fix and helping you to keep the queues down. Each 8% ABV can is infused with real fruit and contains 100% natural flavour. Drinks are made with ServedPure vodka, which is four-times distilled and ServedPure Caribbean White Rum, which boasts notes of vanilla.

FUNKIN COCKTAIL MIXERS 1 LITRE

These cocktail mixers from Funkin enable you to keep serving time fast as the tricky part is already concocted, so you simply just add the spirit. The Passion Fruit comprises a blend of Indian mangos, Ecuadorian passion fruit, and orange juice and simply requires the addition of vodka, while Cayenne pineapple with creamy coconut creates the base for a perfect Pina Colada – just add rum. Spanish strawberries and Persian limes come together for a delicious Strawberry Daiquiri base and all that’s needed from you is a white rum of your choosing. Each carton contains 10 servings.

PERFECTION

TAILS COCKTAIL 1L

You won’t need to worry about shakers and muddlers if you opt for Tails cocktails from Bacardi. Pre-made with the finest ingredients, including a 14.9% ABV Passion Fruit variant made with 42Below vodka from New Zealand and a 14.9% ABV Pina Colada made with Bacardi rum. A 14.9% ABV Espresso Martini and 10% ABV Mojito are also available. Of course, there’s still the option of adding a little garnish for panache, but these bottled beauties are ready to serve, saving you and your team precious time, whilst still guaranteeing customers a top-notch tipple.

DRINKS BUREAU PARTY BOX 1.5 LITRES

The Drinks Bureau’s on-tap party boxes mean you can offer up a sophisticated cocktail at a great margin with minimal complication. The Ready To Serve format keeps it super simple and the 10 serve size make these suitable for outlets with higher volumes. The Spicy Margarita flavour delivers a zing with every sip, while Strawberry Daiquiri brings fruity refreshment. The Lychee Martini and Passion Fruit Martini both offer a taste of the exotic, while the Espresso Martini is crafted with dark roast coffee and vanilla. Each cocktail has a 10% ABV and these time-saving beverages can help ensure your speed of service is on point.

DIAGEO DRAUGHT COCKTAIL 10 LITRES

With great visibility on the bar, the Diageo draught system allows for tasty cocktails on tap without the need for mixing. These high-quality serves mean you can rest assured that every drink offers consistency and takes a mere 10 seconds to dispense. The Cocktails on Draught come in 10-litre bags-in-boxes that provide 80 cocktails based on a 125ml serving size, accommodating venues with a higher rate of sale. Staff don’t need a masterclass in mixology to create these classy cocktails which come pre-made using top-selling spirits. The 10% ABV Strawberry Daiquiri contains Captain Morgan rum, while a 12.5% ABV Pink Martini comes with Gordon’s gin. Meanwhile, the Espresso Martini and Passion Fruit Martini, both 12.5% ABV, are mixed with Smirnoff vodka.

PERFECT PORTION

WHITE WINE

464858

466346

Bear & Star Chardonnay

Australia | 11.0%

Tropical fruit flavours with a luscious mouthfeel.

I Heart Chardonnay

Spain 11.0%

Ripe, round white with apple and peach aromas and bursting with tropical fruit flavours on the palate.

464068

I Heart Sauvignon

Blanc

Spain 11.0%

Crisp, dry white with attractive fresh and tropical fruit flavours, leading to a zesty, mouthwatering finish.

ROSÉ WINE

466818

I Heart Rosé

Spain 10.0%

Fresh and luscious wine full of lovely strawberry and tropical fruit flavours.

RED WINE

SPARKLING

WINE

NICE MALBEC

Argentina 13.5%

A juicy and smooth Argentinian with a wicked depth.

466486

Nice Sparkling White

Spain 10.0%

Dry, crisp, sparkly.

421393

466796

Nice Pale Rosé

France 11.0%

Crisp, pale Rosé, dry from the south of France.

466516

Bear & Star White Zinfandel

Spain 8.5%

Aromas of fresh cherries and watermelon. Flavours of juicy ripe strawberries and sweet candy.

464866

I Heart Merlot

Spain 11.0%

Ripe, fruity mediumbodied red with black fruit aromas and smooth berry flavours, finished with a hint of spice.

466834

Giorgio & Gianni Prosecco E/Dry NV

Italy 10.5%

Fine bubbles and a fruit nose with delicious brioche flavours.

Bear & Star Shiraz

Australia 11.0%

Blackcurrant and plum fruit flavours with a tantalising hint of spice.

Follador Prosecco Vino Frizzante Treviso DOC

Italy 11.0%

Gently sparkling. Rich and full bouquet with flowery nuances of almond and ripe fruits. The flavour is supple and velvety, harmonious and savoury.

Single serve wines provide a fantastic opportunity to meet a wide variety of different customer needs.

The New Year is here and while many of your customers will still be thirsting for a glass of wine or two, to enjoy with a meal or as an aperitif, not all will be looking to buy a full bottle. This is where single serve wines provide the ideal solution.

The perfectly-portioned single serve format meets a wide variety of different consumer needs; from helping customers to moderate their consumption, manage their budgets, or to facilitate the discovery of new varietals, regions, and styles.

The single serve format shines especially brightly in the sparkling segment, where 200ml bottles of prosecco can really add to

the sense of occasion sought out by consumers looking to treat themselves to a fresh glass of bubbles - and pour at their own pace.

Fortunately, Greene King offers a fantastic range of single serve wines across the good, better, best pricing gamut - and across all wine types, from sparkling options, to still reds, whites and rosés.

And of course, the Greene King offering doesn’t just include bottles – but now a range of ultra-convenient canned formats is also on offer. Now that really is an opportunity to drink in!

EVERYTHING IN MODERATION

There have been many factors involved in the continued growth in the number of consumers moderating their alcohol consumption, but the alcohol-free trend has now moved to being an everyday part of life for many.

The latest data from Drinkaware shows that a staggering 90% of UK drinkers moderated their alcohol consumption in 2024. Those findings came from a survey of more than 5,100 UK adults and reflects a significant shift in the way people consume alcohol these days.

Whether that is part of a post-Covid effect, a drive to healthier living or some combination of a number of factors, the reality remains that nine in 10 people are cutting back on their alcohol intake.

Moderation means different things to different people, of course. The most popular way of moderating is by taking ‘alcohol-free days’, cited by more than two thirds of respondents (71%).

For a growing number of people, however, shifting to drinking alcohol-free alternatives is the preferred way of reducing alcohol

intake. Almost a third (31%) of respondents highlighted this as their method of moderating, up from 25% just a year earlier. The shift is particularly prevalent among younger drinkers (18 to 35-year-olds) where 36% of drinkers say they choose alcoholfree options to moderate.

This represents a huge, largely unexploited opportunity for venues to target that audience by offering them a credible, quality range of alternatives – particularly with January on the horizon and all those New Year’s resolutions to be met.

Great progress has been made by producers in recent years and many of the alcohol-free beers, ciders, wines and spirits available today are of remarkably high quality.

Just as importantly, they give venues the opportunity to offer great products that will keep customers coming to the door and spending. After all, that unique social aspect of a visit to the pub or restaurant with friends or family is impossible to replicate at home.

Greene King and Belhaven offers an outstanding range of alcohol-free options to help you build a strong range with broad appeal.

Old Speckled Hen 0.5% is a great option for targeting drinkers who enjoy traditional ales, while there’s a plethora of options available for appealing to lager drinkers. From Estrella Galicia, Beck’s and Heineken to Peroni and San Miguel we offer a great selection of big-name brands in alcohol-free versions.

Similarly, we have lots of options for cider drinkers from a range of alcohol-free Kopparberg and Old Mout flavoured ciders to more traditional offerings from Thatchers. There’s even an alcohol-free Guinness option for stout fans which might be particularly popular during the forthcoming Six Nations rugby tournament.

With gin still riding high, we also have a tempting range of fl avoured and plain alcohol-free gins from globally famous brands like Gordon’s, Tanqueray, Whitley Neill and Warner’s. We even have alcohol-free wine options so no one has to miss out when they’re moderating.

Speak to your SDM about building a strong alcohol-free range for 2025.

“90% OF UK DRINKERS MODERATED THEIR ALCOHOL CONSUMPTION IN 2024 AND 31% CHOSE ALCOHOL-FREE PRODUCTS TO HELP THEM DO SO.”

GREENE KING BREWERY RAISES £100K FOR MACMILLAN IN 2024!

Greene King raised more than £100,000 for charity partner Macmillan Cancer Support in 2024, a £10,000 increase on the previous year.

Greene King Brewery raised more than £100,000 for its charity partner Macmillan Cancer Support in 2024, a phenomenal achievement by the entire business AND its customers. The figure represents at least a £10,000 (12.5%) increase on the 2023 figure (we are still counting as we go to print!)

Our wonderful Free Trade customers helped raise approx £20,000 through your support of Rocking Rudolph and your

generous donations throughout the year.

£100,000 raised in 2024

12.5% increase on 2023

But every part of our business contributed to the remarkable achievement. Teams have cycled Belhaven to Bury St Edmunds (virtually and for real), ran marathons and half marathons, crawled through mud and been electrocuted (ToughMudder) and climbed mountains, fundraising a staggering 115% more compared to the year before.