spirits brochure
2024 – 2025
Helping you grow footfall, sales and profits through spirits.
CUR IOUSLY REFRESHING
HENDRICK’S ORIGINAL
Deliciously infused with rose and cucumber.
HENDRICK’S FLORA ADORA
Buzzing with an enticing aroma of enchanting flowers and a fresh, herbal character that is classically HENDRICK’S in style.
HENDRICK’S
GRAND CABARET
A Decadent Gin for Free Spirited Souls. Deliciously fruity, alluringly HENDRICK’S.
Get in the spirit!
Welcome to the Greene King and Belhaven Spirits Brochure for 2024 – 2025, a clear and concise guide to the extensive range of spirits we have available all year round.
Despite the challenges of the last few years, the spirits category remains as resilient and fast-moving as ever. Consumer purchasing patterns continue to change and evolve over time and our range has been carefully curated to allow you to keep ahead of the curve.
This brochure has been created with a single goal in mind: to help you maximise the footfall, sales and the profits you make from spirits.
Under our Value for Venues platform, we continue in our drive to give you quick and easy access to everything your venue needs – all in one place. From our online ordering platform, which makes building an order as effortless as possible, to our single-drop delivery model; everything we do is geared to reduce the amount of time and effort required by you and your team. We want to free you up to do what you do best, run fantastic venues and delight your customers.
As you will discover on the following pages, we work with a huge array of local, regional, national and global spirits suppliers to ensure that we are offering you a range that continues to meet the fast-evolving demands of your customers.
From the latest RTD innovations to the finest single malt Scotch whiskies, from flavoured gins to spiced rums and from elegant cognacs to premium tequilas; we have everything you need – all available in one place.
The spirits category is extremely versatile and offers huge opportunities to grow sales and profits. Our goal is to help you do just that and to enjoy a fantastic year ahead.
SCAN FOR MORE COCKTAILS
Why work with us?
Everything you need, all in one place
Greene King and Belhaven work with a comprehensive array of national and international spirits producers, big and small, to ensure that we can offer every type of venue everything they need to make the most of this vitally important category.
Greene King and Belhaven have a combined heritage of more than 500 years of producing and providing the finest quality beers to venues across the country – but we also have a long and venerable history of providing our customers with an extensive range of high quality, great value spirits.
Despite the immense pressure on consumers’ budgets in recent years, spirits remains a category full of opportunity for all venue types.
Local to global
An incredibly versatile category, spirits offers venues seemingly endless ways to grow footfall, sales and profits. To help you do just that, Greene King and Belhaven work with a comprehensive range of spirits producers ranging from small, regional distillers to global giants. In this way we are able to offer you and your venue everything you need to meet the demands of your specific audience.
One stop shop
From simple classics like G&T and Vodka & Cola, to high-end, hand-made premium cocktails. From ready-to-drink premixes to fine Scotch single malt whiskies, Greene King and Belhaven have everything you need – all brought straight to your door in a single delivery.
Price and promotions
With price as important as ever to many consumers, we will also offer an extensive array of great pricing and promotions throughout the year to help you maximise your sales while also ensuring great value to your customers.
World-class service
On top of all of this, Greene King and Belhaven’s customer service team are always on hand to offer expert advice and support, and to help you drive every penny of profit out of the spirits category.
YOUR BABY STOUT GAME
ENJOY RESPONSIBLY
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
New spirits, new opportunities
Greene King and Belhaven’s spirits range continues to grow and evolve to meet changing consumer demands to keep you ahead of the game.
The spirits category continues to evolve and grow as consumers’ demands change over time. To ensure that we have the range you need to meet those demands, Greene King and Belhaven work continuously with our spirits suppliers to bring you the exciting new products that you require to keep your offer fresh and on-trend.
Here are just a few examples of new spirits lines we have listed recently…
LIFT YOUR SPIRITS
Spirit sales have been hit hard in recent months, as have all drinks categories, but there undoubtedly remains a huge array of opportunities for venues stocking the optimum range for their customer base and staying on top of the latest consumer trends.
By paying attention to these market trends and understanding what consumers really want from their drinks, you can tailor your offer to ensure that everyone’s needs are met.
Even in difficult economic times, many consumers are drawn to premium spirits, with premium+ value share of total spirits standing at 35.4% [CGA OPMS data to 23.03.24]. What’s more, research from Vypr’s The Future of the Alcoholic Drinks Industry 2023/2024 found that more pub customers are drinking premium alcohol in a pub environment (21.1%, up from 17.77% the previous year).
With 52.94% of consumers drinking spirits and 30.59% drinking premium spirits [ibid] there is a huge opportunity to maximise sales. Whether it’s on the rocks, with a mixer, or as part of a cocktail concoction, it’s time to ensure your line-up of whisky, gin, rum and vodka is the perfect recipe to keep consumers in good spirits.
VODKA
Vodka sales stand at £2.2bn (-3% YOY) and account for 29.2% of all spirits bought on premise (+0.9pp versus a year ago).
THE MOST POPULAR SPIRITS BRANDS
(The percentage of people who have a positive opinion of an alcohol brand)
1 Baileys 59%
2 Jack Daniel’s 54%
3 Smirnoff 53% 4 Bacardi 52% 5 Captain Morgan 51%
THE MOST POPULAR SPIRITS BRANDS WITH MILLENNIALS
(The percentage of people who have a positive opinion of an alcohol brand)
Flavoured vodka accounts for 10.3% of all vodka sales (+0.3pp).
The cost-of-living crisis hasn’t staved consumers’ thirst for premium spirits, with premium vodka sales growing market share by 2.4pp.
The free trade has increased its share of total vodka sales by 0.7pp in the 12 months to March and the rate of sale has soared 7.5%, while it has dropped 5.4% in the managed channels, where market share has declined by 1.3pp to 52.3%.
More than half of vodka volumes (52.4%) are sold through pubs.
Vodka sales are boosted thanks to it being a central ingredient in no.1 cocktail, the Pornstar Martini.
Vodka drinkers spend £134 a month in the on premise, that’s £32 more than your average consumer, according to CGA’s OPUS data. Vodka is their second most popular base for a spirit and mixer.
Source: CGA by NIQ on-premise sales 12 months to 24 February 2024
Source: YouGov Q2 2024
Source: YouGov Q2
RUM
Consumers have traded up to premium+ rum during tough economic times, with the sub-category growing at 61% vs pre-Covid (three times faster than total rum).
Premium+ rum volume sales stand at 258,000 9LCs.
Flavoured and spiced rum holds a 63% share of volume sales, up 10pp versus pre-Covid.
Part of rum’s growth is driven by its presence in three of the top 10 cocktails: Long Island Iced Tea, Mojito and Zombie.
Source: CGA OPMS data to 23.03.24
Seven unique rum products are now stocked on average in on-trade outlets, up from five four years ago.
Source: CGA Count of Brands December 2023
GIN
Gin is the third-biggest spirits category and a significant 42% of sales are generated by premium+ gins.
Flavoured gin accounts for 40% of sales, despite nonflavoured gin having stolen 0.4pp of market share.
Source: CGA OPMG data to 30/12/23
TEQUILA
Despite declining -5%, 100% Agave Tequila outperformed the market as Total Spirits declined 11% YoY.
Agave volume sales are up 118% versus four years ago. Over the same time frame, agave tequila has grown its share of volume sales from 22% to 39%.
Agave tequila overtrades in Lancashire, the east of England and London, with outlets located in the latter typically selling 13.4 more 70cl bottles of tequila annually versus the rest of the country.
Source: CGA OPMS data to 23.03.24
COFFEE SPIRITS
WHISKY
£959m – that’s the value of GB’s on-premise whisky sales in 2023 (-2% YOY)
Whisky sales in Scotland saw double-digit growth of 18.2% in 2023 and the country now generates 15.4% of all whisky sales by value.
Whisky drinkers spend £27 more on eating and drinking out than Britain’s average consumer.
17% of blended whisky consumers prefer to drink it neat, shows CGA’s BrandTrack service.
42% of malt whisky drinkers prefer to drink it neat, according to CGA’s BrandTrack service.
Coffee is gaining significant traction in the spirits market. 26% of cocktail drinkers want to see coffee featured in more drinks.
Source: CGA Mixed Drinks Report Q1 2024
Coffee is the no.2 share gaining cocktail flavour (+3pp).
Source: PROOF Insights Future of Cocktails 2023, CGA Mixed Drinks Report Q1 2024
Espresso Martini is the no.4 cocktail in the UK, up two places versus YA and responsible for 6% of all cocktail sales.
CGA Mixed Drinks Report Q1 2024
CREAM LIQU EURS
Malt whisky’s value rate of sale jumped 35.9% YOY in Scotland in 2023, enabling Malts to grab a larger 31.8% share of all whisky sales (up 3pp).
Growing demand for short serves, such as Baby Guinness, have fuelled Cream Liqueurs, which were the only sub-category to grow in 2023. Their sales value rose 29.8% and they now account for 2.5% of all spirit sales.
Source: CGA by NIQ
Source: CGA by NIQ 2023 data
FLAVOURED GIN
Whitley Neill Rhubarb
RICH HISTORY
In the year 1525, amidst the romantic and creative fervor of the Italian Renaissance, a legendary tale began to unfold in the charming town of Saronno. Bernardino Luini, a gifted artist and pupil of the renowned Leonardo da Vinci, was commissioned to create a masterpiece – a fresco depicting the Madonna of the Miracles for the local church.
In a quaint local inn, Luini discovered inspiration for his Madonna in the form of a captivating innkeeper. In a gesture of gratitude for his artistic talents, she lovingly crafted a special liqueur as a token of appreciation for Luini’s extraordinary gift.
The original recipe, which blended the delicate flavours of apricot kernel oil with alcohol, sugar, and botanicals, quickly gained popularity among the local aristocracy and became known as “Amaretto di Saronno.” Over time, the recipe was refined and perfected, resulting in the smooth and velvety liqueur we know today as Disaronno Originale.
THE WORLD’S FAVOURITE AMARETTO
An original marzipan-heavy taste, amber in color, with an unmistakable vanilla aroma—Disaronno reigns supreme as the world’s favorite Amaretto. Crafted from a secret recipe handed down through generations, its exceptional flavour is a testament to the finest ingredients.
Whether enjoyed neat or mixed into cocktails like the Godfather, Disaronno Sour or Fizz, its versatility and distinctiveness shine through, ensuring each sip is truly exceptional, well-rounded, and smooth. Paired with its iconic bottle instantly noticeable on the back bar, Disaronno epitomizes elegance and sophistication, inviting guests to indulge in the essence of Italian craftsmanship with every sip.
EMBRACING THE MODERNITY OF THE SPRITZ
The Spritz maintains its popularity, representing nearly 10% of all cocktail serves and holding steady as the third most favored cocktail in the on-premise, going from strength to strength. Fresh qualities, consistency in flavour, and easy replicability have been at the core of driving the success of the Spritz in the on-premise.
At Disaronno International UK, we recognise the allure of the Spritz and invite you to explore creating new, delicious touchpoints on the cocktail menus, laced with familiar flavors. A fresh, zesty, and effervescent Disaronno Fizz is the perfect addition to boost your cocktail sales.
WOULD LIKE TO LIST DISARONNO FIZZ ON YOUR MENUS? TALK TO US!
EMAIL: On-tradesalesteam@disaronno.com
Juice 25ml Squeeze of
DARK & FLAVOURED RUM
COGNAC & BRANDY
060062
Rémy Martin VSOP 70cl
457592
Three Barrels VSOP 70cl
MALT WHISKY
063649
Cragganmore 12 YO 70cl
420389
Hibiki Japanese Harmony 70cl
745560
IMAGE BY KAMRANAYDINOV ON FREEPIK
WHY TIA MARIA IS ONE OF A KIND
Tia Maria Cold Brew Coffee Liqueur is legendary for its strong coffee character and a complex aromatic structure. By using cold brew extraction, we can always ensure that our coffee liqueur has a distinct taste thanks to three significant elements.
100 % ARABICA COFFEE
To make Tia Maria we only use carefully selected aromatic Arabica beans, The beans are cultivated on high terrain with altitudes that vary from 800 to 1,200 meters above sea level.
THERE’S NO ESPRESSO MARTINI WITHOUT TIA MARIA
1: 25ml Tia Maria
MADAGASCAR VANILLA
Madagascan Vanilla is mainly cultivated in the Sava region, in the Northeastern part of the island and the higher concentrations of vanillin found in Bourbon vanilla are proof of its superior quality.
2: 25ml Vodka
JAMAICAN WHITE RUM
The selected rum is distilled from sugarcane molasses that have been cultivated on plantations on the island. Its bold flavours, with deep warmth and complexity result from long fermentation period and tropical weather conditions.
Exclusive cold brew extraction gives it an intense coffee aroma, the Master Roaster chooses a medium roast, and this process is followed by an exclusive cooling method that defines the typical Tia Maria fragrance. This is why Tia Maria was the perfect choice to use in the original recipe for the Espresso Martini and remains the perfect choice to date.
TIA MARIA COLD BREW IS THE UK’S BIGGEST COFFEE LIQUEUR.*
With stronger coffee flavour and reduced sweetness levels, Tia Maria is the key ingredient for perfectly balanced coffee cocktails.
The base is overproof Jamaican rum, infused with 100% Arabica coffee beans and pure Bourbon vanilla extract. It is then twice-filtered for the immensely smooth finish.
3: 50ml Espresso coffee
4: 5ml Sugar syrup
Shake and serve
Palate: Roasted coffee with cacao and rich vanilla. It’s subtle, refined, less syrupy and deliciously balanced.
ESPRESSO MARTINI
THE 6TH BESTSELLING COCKTAIL IN THE ON-PREMISE**
APERITIFS, LIQUEURS & SHOTS
THE UK’S #1
SHOT BRAND*
APERITIFS, LIQUEURS & SHOTS
SHOT PORTFOLIO THE UK’S #1
“1 in every 2 shots consumed comes from these brands”*
SCAN ME
Martini Rosso
Cinzanzo Bianco
IMAGE
Refreshing Twist ON A New the Spritz list
Spritz list
LIMONCELLO’S SURGE IN THE LIQUEUR CATEGORY
According to IWSR Drinks Market Analysis, premium-and-above limoncello sales have experienced a noteworthy 11% growth rate. Concurrently, the Limoncello Spritz has surged in popularity, with online searches increasing by 67% over the past year.
The newfound consumer adoration for Limoncello can be attributed to two core factors: the growing low/no movement and the popularity of Spritz-style serves.
Looking ahead, we anticipate a significant shift in alcohol consumption patterns. According to IWSR, the share of no/low cocktails is projected to grow steadily between 2023 and 2027. No-alcohol drinks are expected to lead this growth with a volume CAGR of +7%, while low-alcohol options are projected to expand by +3% over the same timescale. This trend reflects evolving preferences both at home and in social settings, with a third of consumers having enjoyed a low/no drink out of home over the past 18 months. Liqueurs, with their lower alcohol content compared to spirits, are naturally positioned to align with this trend.
Disaronno International UK boasts a rich range of liqueurs and we are committed to embracing this shift and aligning our serve strategy with evolving consumer preferences.
Highlighting the versatility of limoncello, it’s no longer confined to traditional post-meal shots at Italian restaurants. We see immense potential for this vibrant liqueur to shine in a variety of cocktails, providing a refreshing twist to classic recipes and inspiring new creations.
With 1 out of every 10 cocktails served in the on-trade being a Spritz, it’s clear that consumers are craving refreshing-tasting, effervescent drinks more than ever. The surge in popularity of the bitter citrus flavours of the Spritz among out-of-home drinkers is fueled by strong emotional associations with past holidays and warm, sunny weather. From a functional standpoint, venue operators benefit from the ease of replicating Spritz serves, ensuring consistency without compromising margins. Additionally, there’s an opportunity for upselling by offering Spritzes in larger formats such as carafes and jugs.
Limoncello Isolabella is a premium Italian liqueur crafted from the finest Sicilian lemons. With its perfect balance of sweet and tart flavours, this classic digestif offers a smooth, silky texture that delights the palate. Hand-peeled lemon zest is infused into the base spirit to create a naturally vibrant and high-quality liqueur, embodying the essence of tradition and modern craftsmanship. Impeccably balanced for the modern palate.
AROMA: Invigorating notes of fresh lemon zest harmonise with the fragrant essence of lemon verbena, complemented by the subtle sweetness of meringue.
PALATE: Enjoy a velvety texture with the delightful essence of candied lemon peel, perfectly balanced by sharp lemon juice and nuanced herbal notes for added complexity.
FINISH: The finish is impeccably clean, leaving behind a lingering touch of fresh lemon zest that enhances the overall sensory experience.
COCKTAIL MIXERS & SYRUPS
