Greene King Magazine Issue 8 - Jan-Feb 2024

ISSUE 8 / JANUARY-FEBRUARY 2024

It’s the ideal time to refresh your low and no alcohol beer range p18

Make the most of the Six Nations with IPA, Best and Black p28

Do beer brilliantly with one-stop online portal Beer Genius p40

EVERYTHING YOUR VENUE NEEDS… IN ONE PLACE

Sevens heaven Bright future at the international home of sevens rugby in Melrose.

2024

Seasonal Ale calendar released

27

DEALS IN THIS ISSUE!

THIS PERIOD’S DEALS

JANUARY & FEBRUARY PROMOTIONS BEERS, LAGERS AND CIDERS Deal 1

Deal 2

Deal 3

Deal 4

Deal 5

Deal 6

Deal 13

Carling Install Competition p42&43 Install Carling and be in for a chance to win a 65inch TV, a free keg a month for 6 months or 10 sports kits

Deal 14

Carlsberg Danish Pilsner Install Deal p44 Install Carlsberg Danish Pilsner and get an install kit and 10 premium staff t-shirt’s

Deal 15

Guinness POS Deal p46 Buy 3 x 50Ltr / 5x 30L Guinness for a POS kit free

Greene King Bottles 3+1 p8 Buy 3 cases of Greene King bottles and get 1 free

Deal 16

BBG Packaged 4+1 Deal p46 Buy any 4 cases and get 1 case of Budweiser free

Greene King Keg 5+1 p10 Buy 5 Greene King Kegs and get 1 Free

Deal 17

Heineken Blade 0% Install Deal p47 Get 4 free kegs & glassware free on purchase of a Blade kit

Craft Keg Install Deal p12 Install Ice Breaker, Maltsmiths or East Coast IPA and Get Free Glassware & POS

Deal 18

Deuchars Existing stockists Deal p14 Existing stockists deal - Buy 2x9g or 2x4.5g and Get Glassware & POS

Stowford Press Competition p50 Buy 3 kegs of Stowford press for a chance to win a year’s supply of Stowford Press free

Deal 19

Thatchers Install Deal p54 Install Thatchers Haze for a free keg & POS kit and be in with a chance to win one of three Haze Sessions Music night at your venue

Premium Beers New keg install p4&5 Drive trial with a free hosted event Wolfpack Install Deal p6 Free 50L keg and POS kit with every install of Wolfpack Sesh, pilsner or lager

Deal 7

Estrella Galicia Install Deal p20 Free 50L keg and branded glassware with Estrella Galicia install

Deal 8

Estrella Galicia Packaged 2+1 Deal p20 Buy 2 cases of Estrella Galicia 4.7% or 5.5% Gluten Free and get a case of Estrella Galicia 0,0% free

Deal 9

Belhaven Best and Black Install Deal p26 Install Belhaven Best or Black and get a Free Keg and POS

Deal 10

IPA rugby kits p30 “Watch Rugby Here Kits” available

Deal 11

Maltsmiths new install deal p34 Install Maltsmiths and Get up to 3 Free Kegs, POS and consumer promotion

Deal 12

Camden & Stella 2+1 p36 Get a free keg of Stella When you buy 2 kegs of Camden

SPIRITS Deal 20

Gordons 3+1 and POS Deal p58 Buy any 3x70cl bottles from the Gordons range and get a free bottle of Gordons 0% and POS kit free

Deal 21

Johnny Walker POS Deal p58 Buy any 3 from the Johnny Walker range 70cl (Black and Red) and get a free POS Kit -

Deal 22

Jameson POS Deal p60 Buy any 3 x 70cl from the Jameson range and get a free St Patrick’s Day POS Kit

PRODUCT DISCOUNTS NOW AVAILABLE

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

FOR ALL ORDERS PLEASE CONTACT OUR CUSTOMER SALES ON: 0345 600 1799 OR ONLINE AT WWW.GREENEKINGORDERS.CO.UK

2

THIS PERIOD’S DEALS

JANUARY & FEBRUARY PROMOTIONS SOFT DRINKS Deal 23

Lucozade Sport Save £1 p62 Get £1.00 off per case of 12

Deal 24

Frobishers 3+1 Deal p62 Buy any 3 cases of Frobishers and get 1 case free

Deal 25

J20 4+1 Deal p64 Buy 4 cases from the J2O range to receive 1 x case of J20 Orange and Passionfruit Free

Deal 26

Schweppes 4+1 Deal p66 Buy 4 get 1 Free on Schweppes 150ml can Mixers

Deal 27

Jack Daniels & Coke save £3.50 p68 £3.50 off every case of Jack & Coke 330ml ARTD & 2 can coolers free

PRODUCT DISCOUNTS NOW AVAILABLE

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

FOR ALL ORDERS PLEASE CONTACT OUR CUSTOMER SALES ON: 0345 600 1799 OR ONLINE AT WWW.GREENEKINGORDERS.CO.UK

3

DEAL 1

DEAL 2

Offer available 01.01.24–29.02.24. 100 deals available. Free 50L keg awarded upon confirmation of install. POS is subject to availability and may be substituted.

New year, fresh start

o G tt g an ilin IN w ma .uk H e ET ? w y e .co M AY and h b ing SO S e uc ek T O zin to n O T aga t in ree G m Ge @g ur u. es yo yo nu is e is rom r v Th r f fo a e he alu v

WELCOME

A brand-new year brings fresh optimism and excitement, and after a few challenging years, it looks like 2024 is set to be a year full of fantastic opportunities for the trade.

Key Dates: 14th -28th January Australian Open Tennis 25th January Burns Night 2nd February - 16th March Six Nations Rugby 14th February Valentine’s day 10th March Mother’s Day

WE’RE HERE TO HELP! FIND OUT HOW CASK PINS CAN HELP YOU BROADEN YOUR RANGE AND REDUCE YOUR WASTAGE! P45

There’s something magical about the new year

The early months of the year are also likely to see a

as we wave goodbye to the last 12 months and

spike in interest in all things low- and no-alcohol,

embark on a brand-new year and look forward

thanks to New Year’s resolutions and Dry January.

with positivity and a renewed energy and passion.

With Estrella Galicia 0.0% and Old Speckled Hen

The last few years have undoubtedly been

Low Alcohol, we have two truly special beers to

challenging for our trade but there is a cautious

tempt your customers with and we also offer a

optimism about 2024, and that’s something to be

big range of low- and no-alcohol spirits and, of

welcomed.

course, soft drinks.

There’s certainly plenty to get our teeth into this

It’s worth checking out our feature in this issue on

calendar year, starting off with Burns Night on 25

the refreshed Beer Genius web portal which gives

January and then moving straight into six weeks

you all the support and advice you need to do

of rugby when the Six Nations kicks off on 2 Feb.

beer brilliantly, all in one place.

Later in the year, the Olympics is sure to provide a welcome boost too.

Finally, don’t miss our wine feature where we highlight a range of new and exclusive wines that

The Six Nations is an outstanding opportunity to

can really help you set your venue apart from the

drive footfall, sales and profits, and in Greene King

competition and drive fresh footfall and profits.

IPA, Belhaven Best and Belhaven Black we have three fantastic brands to help you make the most

It looks like it will be a very special year and I wish

of the tournament. As always, you can use our

you all fantastic trading over the next couple of

free POS kits to make the tournament unmissable

months as we get 2024 off to a flyer.

in your venue and this year, for the very first time, we are producing a Belhaven Black POS kit to help you leverage the huge spike in stout sales during the Six Nations.

Paul Downing

On Trade Sales Director, Greene King

www.valueforvenues.co.uk

7

Greene King and Belhaven Bottle Deal

BUY THREE CASES GET ONE FREE

DEAL 3

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

Promotion includes all bottled products shown here (12x330ml and 8x500ml) and is available for deliveries between 1st January to 29th February 2024.

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

GLUTEN FREE

LOW ALCOHOL

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

Contents

P13

Greene King News £50k donated to Switchboard charity.

P16

Online Ordering Value for Venues website refreshed to deliver even more benefits.

P18

Low and No Alcohol Beer Refresh your offer with Estrella Galicia 0.0% and Old Speckled Hen Low Alcohol.

P22

Consumer Insight Planning ahead for a

32

profitable 2024.

P28

Six Nations Leveraging Greene King IPA, Belhaven Best and Belhaven Black.

P32

Customer Profile Building on an icon at the international home of sevens rugby.

P40

Beer Genius Everything you need to do beer brilliantly.

P45

16

40

Pins A great way to broaden your range and eliminate wastage.

P48

Range Freedom Wine Cash in on wine with new and exclusive products.

P52

18

Alcohol-free Grow sales with soft drinks and low- or no-alcohol lagers.

P56

Meet The Team Steven Sturgeon Belhaven marketing boss in the spotlight.

P63

New Listings Some of the latest products to hit the bar.

56

48

9

BUY ANY 5 KEGs FROM THE RANGE BELOW

GET a 6th keg C O M P L E T E LY

FREE

DEAL 4

PLUS: GET A FREE COLLECTOR CARD KIT TO DRIVE RATE OF SALE Request your kit today from your Sales Development Manager or Customer Sales

Keg size: 50 litre

Keg size: 50 litre

Keg size: 30 & 50 litre

Keg size: 30 & 50 litre

Keg size: 30 & 50 litre

Keg size: 30 litre

Keg size: 30 & 50 litre

Keg size: 50 litre

Keg size: 50 litre

Contact your Sales Development Manager to place your order. Stock can be purchased over six weeks.

Cheapest product free. Promotion available for deliveries between 1st January to 29th February 2024. Offer available on all products shown above, subject to availability. Stock can be taken over a period of 6 weeks. Maximum of 5 deals per customer. Cannot be used in conjunction with any other offer.

GREENE KING NEWS

Keeping grassroots alive GREENE KING IPA PROUD TO PITCH IN

Greene King has celebrated its Proud To Pitch initiative that supports grassroots sports clubs by commissioning a giant billboard made of living turf in Birmingham.

Over 200 local sports clubs supported Over £600,000 awarded to clubs Over £1m to be awarded before the end of 2023

A giant billboard made from living turf has been commissioned

Emma Hibbert, Head of Marketing for Greene King IPA, said: “We

by Greene King to support its Proud To Pitch In programme, a

launched the Proud To Pitch In scheme almost two years ago

grassroots funding scheme where 10p from pints of Greene King

and we’re delighted to see the impact the funding is having on

IPA sold (plus 50p from 4x500ml can packs) goes towards funding

community sport. However, we know there’s a long way to go and

grassroots sports clubs.

even more clubs we can help.”

The billboard was proudly on display in Birmingham city centre and

To date, Proud To Pitch In has awarded over £600,000 in funding to

passers-by were able to pick up free cans of Greene King IPA from

clubs.

a special pop-up bar. Every time they did, the living billboard was watered via an in-built sprinkler system, symbolising that keeping the beer flowing is the way to keep the grass growing.

TO APPLY FOR GRANTS OF

With over a quarter (26%) of people claiming their local sports

UP TO £4,000 OR TO NOMINATE

club needs more funding for better-quality pitches, amongst other

A CLUB SIMPLY GO TO

necessary elements such as kits, clubhouses and equipment, Greene King IPA is encouraging the nation to get behind the scheme and

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

support grassroots clubs.

11

DEAL 5

GREENE KING NEWS

£50,000 donated to LGBTQ+ charity Switchboard Greene King has donated a further £50,000 to charity Switchboard LGBTQ+ Helpline, bringing its total support to £70,000.

FANCY A DAY AT THE RACES? Belhaven and Greene King customers are being offered a specially discounted package to spend a day at Kelso Races. The ‘Belhaven Package’ deal offers fellow venue operators and their teams £8 off the Greene King has recently presented a

difficult times for the LGBTQ+ communities.

cheque for £50,000 to the Switchboard

normal ticket price at the Belhavensupplied racecourse. The discounted

LGBTQ+ Helpline charity, the third year that

“We are delighted that Greene King has

ticket includes admission, a free

Greene King has supported Switchboard,

continued to support us and raise awareness

racecard and a pint of Belhaven Best!

bringing its total donations to £70,000.

of the service we provide and look forward Race dates this year include: 14 and

to continuing to work together.”

Switchboard is the chosen charity of Greene King’s

LGBTQ+

focused

employee-led

inclusion group, The Village Greene.

16 Feb; 2 and 10 Mar; 6 and 15 Apr; Assad

Malic,

Communications

Greene and

King’s

Chief

and 8 and 26 May.

Sustainability

Officer, and Village Greene Executive Board

Scan the QR code and use the code

The funds raised will go towards supporting

sponsor, said: “The work Switchboard does

‘Best’ to receive your discount.

Switchboard with its freephone helpline

is incredibly important for the LGBTQ+

number which is run mostly by volunteers

community, and with the help of our

and provides a confidential and non-

supplier partners we’re proud to have raised

judgemental helpline for LGBTQ+ people

an outstanding £50,000.

looking for a sense of community, support or information, 365 days a year.

“As the heart of communities, pubs play a vital role in supporting the LGBTQ+

Stephanie Fuller, CEO at Switchboard, said:

community, and we will continue to ensure

“The £50,000 donation from Greene King

inclusivity is at the core of all we do, to help

has helped to fund our freephone helpline

promote allyship between team members

and means that we will be able to meet the

and support all of our guests to feel a sense

ever-rising demand for our services in these

of belonging.”

13

DEAL 6

INDUSTRY NEWS

Pub, club and bar spend ‘continues to grow’ Card spend in pubs, clubs and bars continued to increase towards the end of 2023, with major growth driven by the two-month Rugby World Cup.

‘MARTYN’S LAW’ SET FOR IMPLEMENTATION The government has confirmed plans to deliver ‘Martyn’s Law’ during the course of this parliament, which will require UK venues to prepare antiterror plans.

Overall consumer spend began to tail off

Despite overall consumer card spending

in the run-up to the final month or so of

growing by just 2.6% in October, the

The proposed bill, named after

2023, as consumers braced themselves for

hospitality sector delivered much stronger

29-year-old Martyn Hett who was

Christmas. However, the hospitality sector

growth thanks in large part to the two-

one of 22 people killed in the 2017

continued to show good growth with spend

month Rugby World Cup which saw sports

Manchester Arena attack, would

up 5.9% year-on-year in October, having

fans gather to cheer on their teams.

require venues with a capacity of

already grown 6.1% the month before.

more than 100 people to work with Less positively, however, almost half of

local authorities to draw up plans to

Those are the findings from the latest

consumers (47%) are planning to cut

prevent and respond to terrorist acts.

Barclaycard

combines

down on discretionary spending to make

customer

Christmas more affordable, with eating out

The draft bill sets out two tiers:

transactions with consumer research to

in restaurants the most common way of

one for premises with a capacity of

provide an in-depth view of UK spending.

cutting back.

100-799 and another for those with

hundreds

report, of

which

millions

of

a capacity of 800 and over, which

HOSPITALITY VENUE NUMBERS FALL BELOW 100K FOR FIRST TIME IN 20 YEARS

would fall into the enhanced duty tier.

The number of licensed hospitality venues in the UK has fallen below the 100,000 mark for the first time in two decades, according to new figures from hospitality trade body UKHospitality in partnership with CGA by NIQ. More than 44,000 net outlets have been lost since 2003, equivalent to just over six closures every day for the last two decades, meaning that the total number of outlets has fallen by nearly a third (31%) in the 20 years.

The largest losses have been drink-led pubs, bars and nightclubs, which have seen a net decline of 43.6% over the period.

In a bid to reverse the trend, UKHospitality called for urgent Government support in the Autumn Statement, in the form of extending business rates relief and freezing the current multiplier.

15

VALUE FOR VENUES: ONLINE PLATFORM

Online Platform:

everything in one place Greene King and Belhaven’s online platform has been updated to deliver even more benefits to customers, making it easier and quicker to build orders and helping them save time and money.

To register, visit greenekingorders. co.uk/ preregistrationlogin

ONLINE ORDERING:

KEY BENEFITS Prices – Access your full price list in one place.

24-Hour Ordering – Order at a time that suits you, from any device.

Promotions – View our current live promotions and take advantage of our great deals.

Full Range – Browse our full range of beer, ciders, spirits and soft drinks.

Quickly Re-order – Build lists of your favourite products and re-orders in minutes.

Order History – Access your order history to help you

Value for Venues continues to evolve and develop to give you

plan.

everything your business needs, all in one place. A key strand of that commitment is the Value for Venues online platform which was recently updated.

You can find it at greenekingorders.co.uk and the platform is an invaluable resource that provides much more than simply an online ordering system. On the platform you can find a whole array of support, content and services that have been created to deliver real-world help and advice for you and your venue.

It couldn’t be easier to get set up and the platform makes it simpler and quicker than ever before to order the products they need, as well as providing a range of major benefits for Greene King and Belhaven customers.

16

VALUE FOR VENUES: ONLINE PLATFORM

WHAT’S NEW? Among the many updates to the online platform that have been made recently are: Invoices and statements – Manage and download your documents from ‘My Account’.

Services – Find out about our different services and how we can support your venue.

Cellar Management – Find out about how we can support with training and running of your cellar.

Product availability – We have enhanced our platform to bring you improved availability.

News – Discover the latest news and market trends.

Brochure and Magazines – Easily find our Value For Venues magazine and latest guides.

Add Your Own PO Ref – Quickly browse and find the right the order you are looking for.

The updated platform brings all of your ordering and support

download invoices direct from the platform.

requirements together into one place, saving you time and money.

Re-ordering is as simple as possible thanks to the ability to Users can access the entire range of products available from

quickly re-order products that you have already purchased. Site

Greene King and Belhaven as well as being able to access all current

functionality also now includes the ability to order from saved lists

promotional offers. Simply find what you are looking for and you

of products, those that you order regularly for example.

can add it to your order directly from within the site.

In line with the core ethos of Value for Venues, the new platform Additionally, users can view their entire ordering history and even

gives you everything need, all in one place.

“The new Value for Venues online ordering platform is fantastic, and it helps me run my business more quickly and more efficiently.

It allows me to manage my orders in my own time and a time that suits me and my workload, which is a huge benefit.

It’s also very simple to use and I’ve had no issues with it at all.”

SAM MCMULLAN SOLIHULL ROYAL BRITISH LEGION CLUB

CHECK IT OUT NOW AT GREENEKINGORDERS.CO.UK

17

LEAD FEATURE: LOW & NO ALCOHOL BEER

Cashing in on

moderation NoTHiNG HAS NE VeR

TASTED THiS

GOoD

Low and no alcohol beers continue to grow in the on-trade and the new year often sees a spike in the number of people looking to moderate their alcohol intake, which presents a great opportunity for venues to cash in.

Once seen as little more than a niche curiosity category, low and no

see more consumers aiming to moderate or even eliminate their

alcohol beers now represent a significant opportunity for venues

alcohol consumption entirely.

across the country. CGA data from July 2023 show that there has been year-on-year growth of 23% in sales of low and no alcohol

It is estimated that one in six (18%) of adults who drink alcohol took

beers in the on-trade, with the market now sitting at annual sales of

a month off drinking in January 2023, which represents around 7.9

more than £115m.

million people – a 22% increase on the previous year’s figure.

Additionally, almost a third of consumers (31%) are actively drinking

It’s worth bearing in mind, however, that while ‘Dry January’ is

less alcohol to be healthier, according to CGA BrandTrack data from

peak moderation month, June is actually the most popular time to

the final quarter of 2022.

moderate alcohol consumption.

Low and no alcohol beer has been in steady growth for several

This presents an important opportunity for venues to drive new

years, driven by an increased focus on health and by a wider trend

footfall and sales, particularly given the major advances that have

towards moderation. The category is well on the way to becoming

been made in recent years in terms of the variety, quality and

mainstream and that’s a trend likely to be accelerated over the

availability of low and no alcohol beers.

coming few months as New Year’s resolutions and Dry January

18

LEAD FEATURE: LOW & NO ALCOHOL BEER

2023 LOW AND NO

A report by research consultancy KAM Media took a deep dive into low and no alcohol consumption trends and discovered, among other things: Speckled Hen Low Alcohol.

6.2 million adults actively moderated their alcohol consumption last summer.

ESTRELLA GALICIA 0.0%

More than 1-in-3 pub and restaurant visits are alcohol-free.

Two fantastic examples of this are Estrella Galicia 0.0% and Old

Produced by a 115-year-old family-owned independent brewery in Galicia in northwestern Spain, Estrella Galicia 0.0% was voted “Spain’s best tasting non-alcoholic beer” by Spanish consumer organisation OCU – and for good reason.

Greene King is the UK’s exclusive distributor of this top-quality beer, which is brewed based on the full-strength Estrella Galicia recipe using an interrupted fermentation technique specifically designed to ensure the highest quality and taste while avoiding the generation of alcohol.

3.7 million customers said they ruled out a specific venue in a three-month period due to poor alcohol-free options.

46% of people said their choice of venue would be affected if they’re visiting a venue and one or more people in the group is not drinking alcohol that day.

The number of adults consuming alcohol weekly fell to 76.9% in 2023 from 90% the previous year.

9.7 million adults tried low or no alcohol beer for the first time in 2023.

19

Spain’s No.1 Beer Brand*

DEAL 7

Free 50L keg

& branded glassware on install

Contact your Sales Development Manager for more information Promotion applies to deliveries from 1st January – 29th February 2024. Keg offer: 100 deals available. Free 50L keg awarded upon confirmation of install. Glassware subject to availability.

Buy 2 cases of Estrella Galicia 4.7% or Gluten Free 5.5% 330ml Range and receive a DEAL 8 free case of Estrella Galicia 0.0% Place your order via customer sales Promotion applies to deliveries from 1st January – 29th February 2024.

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

LEAD FEATURE: LOW & NO ALCOHOL BEER

A versatile refreshing and light Pilsner-style beer, it is full of hoppy and bitter flavours yet with a crisp freshness that makes it great for an aperitif and general drinking but also for pairing with dishes such as seafood, cheeses or lighter meats.

What’s more, the Estrella Galicia brewery officially achieved carbon neutrality back in March 2021, something that is important to an increasing number of drinkers.

Interestingly, alcohol-free beer accounts for a significant 14% of the

£115m*

Of on-trade no/low beer sales in last 12 months

total beer trade in Estrella Galicia’s native Spanish market. In the UK, alcohol-free beer accounts for less than 1% of total sales – so we can see huge growth potential here, especially with the breakthrough of non-alcoholic beer onto draught.

Estrella Galicia 0.0% pours through conventional set-ups and is dispensed from a reusable 20L steel keg situated in your coldroom, cutting down on your bottle and plastic recycling, and reducing

23%*

Growth in sales of no/low beer sales in last 12 months

waste.

OLD SPECKLED HEN LOW ALCOHOL Meanwhile, Old Speckled Hen Low Alcohol allows venues to leverage the power of one of the UK’s best-loved beer brands but with an alcohol content that’s less than 0.5% ABV.

31%**

Of GB adults drinking less alcohol when out

Crafted by the master brewer of Old Speckled Hen, it is a refreshing low-alcohol beer brewed with fine ingredients that delivers a taste and aroma evocative of the nation’s favourite premium ale but with 54% fewer calories.

Sources:

*CGA OPM Data (Jul 2023) ** CGA BrandTrack (Q4 2022)

Malty, toffee, lightly roasted notes on the nose are followed up by an abundance of malts and a light toffee character on the palate, culminating in a delicious, refreshing beer that provides the perfect accompaniment to traditional British foods, premium pies, gravies, and sausages – and it works perfectly with Sticky Toffee Pudding too!

There’s never been a better time to take a fresh look at your low and no alcohol beer range and to help your customers discover Spain’s best-tasting non-alcoholic beer as well as a low alcohol version of the nation’s bestselling premium ale.

TAKE ADVANTAGE OF OUR OFFER ON PAGE

8

21

CONSUMER INSIGHT: PLANNING YOUR CALENDAR

Planning your

annual calendar With a brand-new year in front of us, it’s the perfect time to get ahead of the game by planning your strategy for 2024 – with a little help from the latest consumer research.

By Caroline Morley, Insights Manager – Consumer

With the hectic festive period now behind us, it could be the ideal time to get your ducks lined up to help make sure you have a successful and profitable 2024. January is traditionally a period of relative calm after the Christmas and New Year storm, but that doesn’t mean you need to resign yourself to a slow start to the year.

There are plenty of ways to encourage footfall and spend in January, as you will discover below, and it makes sense to make the best possible use of any quieter moments you have over the next few weeks to put together a full plan for the year that lies ahead.

To help you do just that, we have collated some consumer

participating in Dry January. A further 7% said they don’t drink alcohol at all. That represents a big opportunity to drive footfall and sales by stocking a range of low- and no-alcohol products – and you’ll find many options featured in this issue of Value for Venues.

Veganuary has taken off in recent years. In January 2023, 12% of our pubgoers said they were participating in Veganuary, either not eating meat or reducing the amount of meat they eat. Again, this presents a great opportunity to attract new customers with a menu that offers them some great vegetarian and vegan options.

research findings to help offer a few pointers and tips on making 2024 another year to remember.

KEY POINT 1 THINK CREATIVELY FOR WAYS TO GET PEOPLE OUT TO THE PUB IN JANUARY

The post-Christmas period can be a time for tightening belts and cutting down after a period of excess but there are other things going on that can help to drive customers into venues.

Our January research last year (200 pubgoers) revealed that 13% of people claimed they were

22

A small but significant 8% claimed they usually go for a meal and drinks for Burns Night across the UK, a clear chance to drive sales with themed promotions, events, drinks and menus.

SO WHAT?

Make sure you’re catering to those who are cutting back – on alcohol or meat – and those who are simply trying to eat more healthily in January.

This is an opportunity to showcase a great range of soft drinks and mocktails, vegan or vegetarian dishes, and make a profit-boosting occasion of Burns Night.

CONSUMER INSIGHT: PLANNING YOUR CALENDAR

KEY POINT 2 KEY CONSIDERATIONS FOR VALENTINE’S DAY

In our 2023 seasonal research, 22% of pubgoers said they went for a meal for Valentine’s Day and 4% went for a drink. That’s more than a quarter of all consumers venturing out to celebrate the global festival of love. It makes sense to cater to that huge audience with themed drinks, menus and events to tap into that spend.

It’s also worth noting that many choose to celebrate at home: 66% said because it’s cheaper and 27% because it’s more private. Could you unlock some of that spend by doing promotions or offering private spaces in your venue for a premium?

Great value (39%) and great service (35%) are the key drivers of pub choice for Mother’s Day – customers want to visit somewhere that will guarantee them a good experience for such a special occasion.

SO WHAT?

Don’t forget the dads! Father’s Day is a great opportunity to encourage more participation and drive more people to your venue.

Highlight great value and service for Mother’s Day and Father’s Day and ensure you really deliver on promises made for this special occasion – quality and service are key facets of great value, alongside price.

SO WHAT?

Is there anything you can do to offer great value for money and a more intimate, private atmosphere for Valentine’s celebrations?

Alternatively, and depending on your guest demographic, you could look to appeal to those who don’t celebrate Valentine’s Day through alternative events. Blissfully Single evenings, anyone? Or Speed Dating dinners?

KEY POINT 3 KEY CONSIDERATIONS FOR MOTHER’S DAY & FATHER’S DAY

It will surprise no-one to learn that Mother’s Day is more popular than Father’s Day for going out to a pub or restaurant. In 2023, 29% of our pubgoers claimed to visit a pub for Mother’s Day compared to 17% for Father’s Day. That’s worth bearing in mind when planning on how to unlock growth from those occasions.

That being said, consumers are actually looking for similar things across both occasions – so one model or plan may, with some minor tweaks, work for both occasions.

KEY POINT 4 KEY CONSIDERATIONS FOR EASTER

Why do people eat out at Easter? The main reasons over Easter 2023 were for a treat (66%) and to avoid cooking (26%), and they’re likely to be the same again this time around.

Consumers told us that going to a pub allows them to enjoy time with family and avoid cooking or cleaning up, eat traditional food and enjoy a welcoming, fun atmosphere.

Activities for kids and offers and promotions are the key things customers want to see over the Easter period from pubs.

SO WHAT?

Highlight the benefits of coming to a pub for food over Easter in your advertising and on social media.

Use offers and activities to drive consumers to the pub, whatever the weather.

Ensure you offer some promotions and activities to make sure the kids have a great time when they visit you at Easter too.

23

INTRODUCING

OUR FRESH CASK RELEASES

2024 CALENDAR

A selection of thirteen limited-edition beers, designed to inspire and excite your guests. Filled with a combination of returning favourites, key calendar creations, collaborations and new and exciting ales, all inspired by legendary stories of the people and places associated with beer, we certainly have an incredible year of cask ahead!

Available in 4.5G pins and 9G firkins, you can offer your guests an exciting line up of quality cask all year round

For more information on Fresh Cask Releases for 2024 contact your Greene King Sales Representative or scan the QR code.

For all orders please contact Customer Sales on 0345 600 1799 or go to www.greenekingorders.co.uk

GREAT VALUE ON OUR SEASONAL CASK ALES 4.5%

NOW AVAILABLE IN PINS

4.1%

AVAILABLE FROM JANUARY

AVAILABLE FROM FEBRUARY

9G FIRKIN PRICE

4.5G PIN PRICE

9G FIRKIN PRICE

4.5G PIN PRICE

£87.98

£46.49

£84.98

£44.99

LIMITED AVAILABILITY Speak to your Sales Development Manager for more information.

Pricing shown above is fixed for the full availability of these seasonal cask ales in 2024, and supersedes any higher pricing already agreed with your Sales Development Manager. Stock is subject to availability.

SCAN HERE TO SEE ALL OF OUR FRESH CASK RELEASES

NEW STOCKIST DEAL

I N STA L L B E L H AV E N B E ST O R B L AC K AND RECEIVE:

A FREE & KEG POS KIT *

DEAL 9

KIT INCLUDES GLASSWARE

S P E A K TO YO U R SALES DEVELOPMENT MANAGER FOR MORE I N F O R M AT I O N O R T O A R R A N G E A N I N S TA L L

AVAILABLE IN BOTH 30L & 50L *Offer available for installs during January and February 2024. To qualify as a new stockist you must not have stocked Belhaven Best/Black for the previous 6 months. 1 free keg provided on install.

For POS items please allow 28 days for delivery. Limited to one deal per venue. No cash alternative. All items shown are subject to availability.

SEASONAL OPPORTUNITIES: BURNS NIGHT

Making the most of

Burns Night BURNS NIGHT 25 JANUARY

TOP TIPS!

Burns Night brings a welcome chance for venues to drive additional footfall and sales in the quietest month of the year.

With the frenzy of the festive period over,

adventurous, you could even hire a bagpiper

January can often be a comparatively lean

for the evening and find someone who can

month for venues, but Burns Night offers a

recite Ode To A Haggis by heart!

The sooner you take

welcome opportunity to drive a footfall, sales

bookings, the better –

and profits spike to add a little sparkle to the

One thing is key however: the sooner you start

and social media can be

month.

taking bookings the better, and social media

a great way of driving

can be a great tool here.

awareness.

While Burns Night has long been a major feature

Decide on whether you

of the calendar in Scotland, it also presents a

want to host a formal

great chance for venues in England and Wales

sit-down dinner or

to lure any local Scots out for the evening, as

For many customers, of course, Burns Night is

something more relaxed.

well as encourage everyone else to join the fun.

inextricably linked with a dram of whisky or two – and Rabbie himself was known to be fond of

Add theatre by decorating your venue.

BEERS AND DRAMS

TARTAN TREWS

a wee whisky. So, it’s important to have a good range of Scotch whiskies and perhaps run a

Encourage your staff to wear kilts or tartan

While Burns Night celebrations come in all

clothing.

shapes and sizes, setting your

Add a simple haggis dish

venue up for a celebration of

Not everyone is a whisky fan

to your menu or go for

Rabbie Burns can be as simple a

though, so a great option is to

a full Scottish-themed

task as you like. You could simply

make sure you have some top-

menu if you are able.

stick some haggis on the menu,

quality Scottish beers available to

Consider hosting a

or you could go the whole hog

help revellers enjoy their evening.

ceilidh or live traditional

and organise a full Scottish-

Scottish folk music.

themed menu, have your team

Belhaven Best, Belhaven Black

Stock a good range

dress up in kilts, deck your venue

and Deuchars IPA are all fantastic

of whiskies and great

out in tartan and organise a

options and are sure to be popular

Scottish beers like

traditional ceilidh with live music

on the night; you’ll find some great

Belhaven Best, Belhaven

and dancing.

promotions in this issue of Value

special promotion on a single malt.

for Venues to help ensure you

Black and Deuchars IPA. If you are feeling particularly

maximise your profits.

27

SEASONAL OPPORTUNITY: SIX NATIONS

Make more of…

the Six Nations!

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

With the Rugby World Cup in France still reasonably fresh in the

The categories to benefit most were stout (up 85%), cask ales, world

memory, rugby remains front of mind for many of your customers,

lager and cider. Soft drinks also saw a spike of 15%, spirits were up

so the forthcoming Six Nations offers a fantastic opportunity to

24% and wine grew by 15% across all matchdays.

drive new footfall to your venue during a typically slower trading period of the year.

CGA client director Paul Bolton commented: “The Six Nations is a reminder of the power of big sporting occasions to loosen people’s

The Six Nations Championship is the oldest international rugby

spending and encourage brand trial and loyalty.”

tournament in the world, dating all the way back to 1883. The competition was expanded to its current format of six teams in

GET INVOLVED

2000 and is set to offer up an endless stream of opportunities over the five rounds of matches starting on 2 February and running all

With endless opportunities for heroics and intrigue on the pitch

the way through until the final round on 16 March.

come extensive opportunities for boosting sales and profits – and it will pay to focus your efforts on the products most likely to drive

Current Six Nations champions Ireland will once again be favourites

your business forward.

to lift the trophy, particularly after their performance at the Rugby World Cup. However, England proved to be the surprise package in

As highlighted above, beer is a fundamental part of the rugby-

France so will undoubtedly fancy their chances in the Six Nations.

watching experience for many of your customers and Greene King

Both Scotland and France are in decent form though, while Wales

and Belhaven’s extensive portfolio of top-quality products and their

and Italy will need to improve on recent showings to have any

longstanding and very deep links with rugby offer you the perfect

chance of success. Whatever way you look at it, rugby fans are in for

platform to build on.

another treat – and that means plenty of opportunities for venues to make the most of the tournament.

Greene King IPA was the Official Beer of England Rugby for eight consecutive years as well as being the title sponsor of the English

CASH IN

Championship for eight years. The brand’s high-profile relationship with high-level rugby continues to this day through Greene King

According to data from CGA by NIQ, venues that showed live Six

IPA’s official partnership with three Premiership clubs: Saracens,

Nations matches last year generated 28% more sales on matchdays

Newcastle and Gloucester.

than on the average equivalent day – double the 14% increase seen at non-sports venues. On the tournament’s opening weekend alone,

Greene King IPA also supports grassroots rugby through its

total drinks sales in sports venues increased by an astonishing 38%.

groundbreaking Proud To Pitch In initiative, as well as counting over 100 rugby clubs as Free Trade customers.

28

At 3.4% ABV, it’s the perfect session beer for your customers to enjoy during the Six Nations – so make sure you keep it prominent in-venue in the coming months. To help you do just that, venues are currently being offered a free ‘Watch Rugby Here’ POS kit which will ensure that the brand is unmissable

MATCH SCHEDULE

during the tournament and help add theatre to drive interest and excitement.

ROUND 1

The kit includes fixture list posters, empty belly posters to advertise games or

2 Feb, 8pm: France v Ireland

price promotions, consumer competition kits and social media assets.

3 Feb, 2.15pm: Italy v England

Similarly, the recently refreshed Belhaven Best brand has enjoyed a lengthy involvement with rugby and is a firm favourite of many drinkers when it comes to spending a few hours in the pub watching the match.

3 Feb, 4.45pm: Wales v Scotland ROUND 2

10 Feb, 2.15pm: Scotland v France

Belhaven Best is also offering a ‘Watch Rugby Here’ POS kit to venues as is, for

10 Feb, 4.45pm: England v Wales

the very first time, Belhaven Black. A rich and welcoming 4.2% abv stout, made

11 Feb, 3pm: Ireland v Italy

using a blend of roast barley, roasted black malt and a light roasted chocolate malt. This creates a deliciously deep, smooth, full-bodied stout with a hint of sweet chocolate and a rich dark finish – without the bitterness of other stouts.

With stout seeing sales spike by 85% during the Six Nations, according to CGA data, this offers an exciting new opportunity for venues stocking Belhaven

ROUND 3

24 Feb, 2.15pm: Ireland v Wales 24 Feb, 4.45pm: Scotland v England 25 Feb, 3pm: France v Italy

Black to cash in on that well-established trend by offering their customers a fantastic-tasting, competitively-priced alternative. The POS kit will help make

ROUND 4

Belhaven Black unmissable during the Six Nations.

9 Mar, 2.15pm: Italy v Scotland

SCREEN STARS Making the most of the Six Nations, of course, means optimising your sports TV subscriptions in every way that you can. Greene King and Belhaven can help save up to 50% on your sports TV subscriptions, which is step one in getting the best out of live sport.

9 Mar, 4.45pm: England v Ireland 10 Mar, 3pm: Wales v France ROUND 5

16 Mar, 2.25pm: Wales v Italy 16 Mar, 4.45pm: Ireland v Scotland 16 Mar, 8pm: France v England

29

CONTACT YOUR SALES DEVELOPMENT MANAGER FOR A

‘Watch Rugby * Here’ POS kit

Kit contains: fixture posters, empty belly posters, bunting, social media assets and a consumer promotion driving rate of sale (purchase necessary)

DEAL 10

Scan here to download ‘watch rugby here’ social media assets *POS kits are subject to availability to Greene King IPA stockists from 1st January 2024 whilst stocks last, one kit per customer. All point of sale shown is for illustrative purposes and may vary.

50 kits are available beyond those already sent to stockists. The consumer promotion allows the drinker to scan a QR code and use Instagram to share a photo of them and their pint of GK IPA, for the chance to win ‘beer for a year’ – 5 winners across the On Trade. No action or expense on the part of the Licensee. Full T&Cs at greeneking.co.uk/our-beers/ipa-beer-for-a-year

SEASONAL OPPORTUNITY: SIX NATIONS

SPORT MEANS SPEND…

With 15 mouthwatering fixtures during the tournament, it’s vital you tell people about them – both existing and potential customers.

In-venue posters and chalkboards can help, as can making use of social media to highlight fixtures and any promotions you may be running.

Then, when matchdays come, it’s time to deliver a quality experience. Flatscreen TVs and dropdown projectors have never

According to Ipsos data from Jun 2022, 57% of pub-

been more affordable so it’s cheaper now than ever before to offer

going sport viewers spend more when watching sport

the sort of high-quality experience that will get customers off the

than when not.

sofa, away from their own TV and their cans of beer, to come to the pub for a great-quality pint and an immersive, social experience.

According to BT Sport:

The key to winning this battle is to offer a superior experience to the one your customers can get at home.

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

The Six Nations offers a huge opportunity to boost trading at a typically quieter time of the year. Speak to your Greene King or

76% would stop going to their local if it stopped

Belhaven SDM to find out how they can help.

showing live sport.

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

CONTACT YOUR SALES DEVELOPMENT MANAGER FOR A

‘Watch Rugby Here’ POS kit* Kit contains: fixture posters, empty belly posters, bunting, social media assets and a consumer promotion driving rate of sale (purchase necessary)

POS KITS The following POS kits are available to help you drive excitement, add theatre and grow sales: Greene King IPA Fixture list posters.

Empty belly posters to advertise games or price promotions.

Consumer competition – share a pic of you and your IPA watching the game on Instagram for a chance to win beer for a year (five winners).

UR SALES C O N TA C T YO OR A T MANAGER F

DEVELOPMEN

‘W AT CH RU GB Y HE RE ’ PO S KI T

Scan here to download ‘watch rugby here’ C Oassets N TA C T social media

YO U R S A L E S DEVELOPMENT MANAGER FOR A

*POS kits are subject to availability to Greene 50 kits are available beyond those already sentKing IPA stockists from 1st January 2024 whilst stocks last, one kit per customer. All point of sale shown is for illustrative purposes to stockists. The consumer promotion allows for the chance to win ‘beer for a year’ – 5 winners and may the drinker to scan a QR code and use Instagram across the On Trade. No action or expense on to share a photo of them and their pint of GK vary. the part of the Licensee. Full T&Cs at greeneking.co.uk/our-beers/ IPA, ipa-beer-for-a-year

‘WATCH RUGBY HERE’ POS KIT

Social media assets.

Belhaven Best Fixture list posters.

Empty belly posters to advertise games or price promotions.

Six ‘Watch the rugby here’ t-shirts.

Social media assets.

SCAN HERE TO DOWN’LOAD ‘WATC H RUGB Y HERETS SOCIA L MEDI A ASSE

Belhaven Black Fixture list posters.

SCO TLA ND’ S * BES T SEL LIN G ALE

point of sale shown is for illustration and 28th February 2024. All and deliveries between 1st January MAT to 22/02/20, Scotland volume. for Belhaven Best stockists in total. * Source: CGA OPMS, Terms and conditions: Only available per customer, 50 deals available availability. Limited to one deal purposes only and subject to

SCAN HERE TO DOWNLOAD ‘WATCH RUGBY HERE’ SOCIAL MEDIA ASSETS

SMOOTH VELVET SCOTTISH STOUT Terms and conditions: Only available for Belhaven Black stockists and deliveries between 1st January and 28th February 2024. All point of sale shown is for illustration purposes only and subject to availability. Limited to one deal per customer, 50 deals available in total.

Empty belly posters to advertise games or price promotions.

Six ‘Watch the rugby here’ t-shirts.

Social media assets.

31

CUSTOMER PROFILE: MELROSE RUGBY

If you are a fan of rugby, the global significance

of

the

small

Scottish

Borders town of Melrose will require no explanation. For everyone else, it may not mean that much to you, but you will undoubtedly have heard of the term ‘rugby sevens’. Perhaps you’ve been to Twickenham, Hong Kong or Dubai to see the Sevens and enjoy one of the true highlights of international sport? If you have, then you have Melrose to thank.

“For a very small, rural town with a population of only about 2,500 people, Melrose is most certainly on the international map if you’re a fan of rugby,” laughs Abi Smith, Melrose Sevens Tournament and Events Manager.

The game of rugby sevens, you see, was invented in Melrose, more than 140 years ago by a local apprentice butcher by the name of Ned Haig, a name that is hallowed in the world of rugby but largely unknown outside the sport.

32

CUSTOMER PROFILE: MELROSE RUGBY

Sevens heaven in Melrose As the internationally recognised home of sevens rugby, Melrose Rugby is the custodian of an iconic legacy and Abi Smith is the woman taking that legacy proudly forward.

Ned first had the idea of creating an

in Edinburgh with the trophy name,

abbreviated version of the game with

appropriately, The Melrose Cup. In 1999

seven players instead of 15 back in 1883.

the International Rugby Board launched

We can guess that what he was after was

the IRB World Sevens Series which tours

a faster-paced, more accessible version

the world, hosting events everywhere

of the game but no-one knows for sure

from Wellington, Dubai, Los Angeles and

because no documents exist to explain

George in South Africa to Twickenham.

why and how he came up with the idea.

“Edinburgh was then added to the venue

GOING VIRAL

list in 2007 and, keen to honour the Melrose link, the trophy was named the

“It seems clear that the idea for sevens

Ned Haig Trophy,” says Abi.

was part of a plan to try to generate

MELROSE RUGBY CUSTOMER

MODERN CHALLENGES

ABI SMITH, MELROSE SEVENS

years later! – but whatever the reason, the

So what is it like to be the person charged

MANAGER

game quickly flourished,” explains Abi. “It

with being the custodian of this global

spread first around the Scottish Borders

legacy and helping take rugby sevens

LOCATION

then into north-east England before

forward in the modern world? “It’s

THE GREENYARDS, MELROSE

finally making its way further south. But

certainly a little daunting and it’s not

it was the introduction of the Hong Kong

without its challenges, but it’s immensely

VENUE TYPE

Sevens in 1976 that truly supercharged

exciting,” says Abi.

RUGBY CLUB

It’s worth noting that, having spent much

STAFF

much-needed funds for the club – a challenge we’re still familiar with 140

the game, taking it to a global audience.”

The World Cup Sevens Tournament was

of her career in TV, marketing and events

added in 1993 and hosted at Murrayfield

in the Middle East, Abi came to the role

TOURNAMENT AND EVENTS

4

33

DEAL 11

CUSTOMER PROFILE: MELROSE RUGBY

with very little knowledge of rugby! “I wasn’t a particularly big fan of rugby when I joined the club in February 2019,” she admits. “I had arrived back in the UK in 2017 and, like many people, enjoyed watching the big rugby tournaments and certainly enjoyed Sevens rugby – but I can’t claim to have been an afficionado!”

At the time, a new ‘Super 6’ professional league for Scottish rugby union clubs was in its infancy. The idea behind the Super 6 was to bridge the gap between the Scottish Premiership (the highest level of amateur rugby) and what was then the Pro14 league which features two Scottish teams, The Glasgow Warriors and Edinburgh Rugby.

Melrose

THE MELROSE SEVENS: FAST FACTS

Rugby’s

professional

side

competes as the Southern Knights while

The first-ever game of sevens rugby was played at the Greenyards in Melrose in April 1883, still home to Melrose Rugby to this day.

Melrose Rugby remains as an amateur team

The idea for the abbreviated version of the game came from Ned Haig, an apprentice butcher. No official documents exist to explain why, how or when that first game of sevens was to be played.

dubbed ‘the most famous amateur club in

One thing is clear, however: the idea was devised as a way of securing muchneeded finances for Melrose Football Club, as it was then known.

and Craig Chalmers.

It was the ladies of Melrose who raised the funds for the small but very stylish Ladies Cup which was to be presented to the best seven men. Ned Haig duly competed in the inaugural competition and ended up in the winning team!

Dave Sanderson, Ned Haig’s employer, accepted the trophy and it was never competed for again. It now sits proudly in a Sevens display cabinet in the Ned Haig lounge at Melrose Rugby.

In addition, there is also a string of reserve,

Sevens rugby spread, first across the Scottish Borders and north-east of England before moving further south with the inaugural Middlesex (Twickenham) Sevens taking place on 24 April 1926.

that the annual Melrose Rugby Sevens is

This tournament has developed into an end-of-season jamboree, boasting crowds of more than 60,000 during the 1980s.

year and it’s fundamental to the ongoing

The Hong Kong Sevens were introduced in 1976 and revolutionised the game, promoting it to an international audience, as well as introducing players such as Jonah Lomu and Waisale Serevi to the rugby public.

The inaugural World Cup Sevens Tournament was held at Murrayfield, Edinburgh in April 1993 and, with the approval of Melrose RFC, the trophy was named the Melrose Cup.

in National League Division 1 and are often rugby’. The club has spawned some true superstars including Doddie Weir, Jim Telfer

women’s and junior teams based out of The Greenyards.

“There’s absolutely no doubt, however, critical to our entire club,” explains Abi. “It’s by far our biggest revenue generator of the commercial success of the entire business.”

No pressure, then. And the pressure was ratcheted up to unprecedented levels when the pandemic kicked in.

In 1999 the International Rugby Board launched the IRB World Sevens Series which became a true development ground for emerging talent. The tournament tours the world, hosting events everywhere from Wellington in New Zealand, Dubai, Los Angeles, George in South Africa, and Twickenham.

“Brutal” is Abi’s one-word description of the

Edinburgh was added to the venue list in 2007 and, needing a name for the trophy, it was agreed to call it the Ned Haig Trophy.

still adapting to the introduction of the

Rugby Sevens is now both a Commonwealth Games and Olympic Sport.

for us, as it was for everyone.”

horrors of Covid. “We missed two whole iterations of our world-famous Sevens tournament in 2020 and 2021 and we were Super 6 format, so it was a truly dark time

35

DEAL 12

CUSTOMER PROFILE: MELROSE RUGBY

KICKING FOR GOAL

event in Scotland for that year, or any other

While Belhaven Best remains the beer of

year for that matter. But in 2023 we saw

choice for many, Abi is seeing more of the

The club somehow managed to scrape

signs of our hard work paying off. It was a

younger generation moving into lighter

through the horrors of Covid and finally

fantastic event, and it really gave us energy

beers like Ice Breaker and Flint Eye. “We

get back to playing matches, selling tickets

and optimism for 2024.”

have several bars both inside and outside,

and beer, and drawing crowds back to the

including our famous Ned Haig bar, and

ground. “It’s been really hard,” says Abi,

The event, as always, will take place on

there is a certain section that will only ever

“because people learned new habits in

the second weekend in April and this year

drink Best, but some of the new generation

lockdown, and it’s been challenging to get

will run for the first time over three days,

we are attracting are more interested in

them to switch out of those habits and back

between Thursday 11 and Saturday 13

beers like Ice Breaker, which is a big brand

into coming to the rugby the way they used

April. If you fancy a thrilling day or two in a

for us.”

to.”

beautiful part of the world enjoying some top-class rugby over a few pints of top-class

FAST FORWARD

Abi has helped oversee a process of

beer, why not get some tickets and maybe

widespread modernisation, however, that is

treat some of the team at your venue to a

So, with hopefully the worst behind her,

helping the historic club establish its place

well-earned weekend off?

Abi is fully focused on the future and on delivering her long-term ambitions to keep

once more in the modern rugby world.

“We installed a state-of-the-art 4G playing

BEER TIME

growing the Melrose Sevens brand and delivering benefit for the wider club and,

surface in November 2019 and that drew some expected criticism, but it has massively

Speaking of beer, there’s no question that

indeed, the local community. “In a town

enhanced our ability to make more use of

it’s an important part of the experience for

as small as Melrose, the rugby club has

the pitch and to avoid postponed matches.

many fans. “Belhaven have been involved

a massive role to play at the heart of the

Previously the pitch spent about 95% of its

with the club for more years than I’m aware

community and that’s important to us. That

life covered and protected for matches, so

of,” says Abi. “They’re also sponsors, which is

means year-round activity and it can’t all be

now we can use it all day every day.”

fantastic, and their help is critical in the run

just about the Sevens. What I want to see

up to the Sevens. They set up the mobile

happen in future is the growth of the entire

Abi and the team at Melrose Rugby

cellars and bars for the hospitality tents, for

Club to the point where we are no longer

managed to finally host the Sevens again

example. And in 2023 we took the catering

reliant on the Sevens in a commercial sense

in 2022 and it was a very welcome return.

in-house for the first time, rather than using

but instead view it as the icing on the cake.

Abi comments: “It certainly didn’t draw

third-party caterers. It’s a lot more work but

I think Ned would be just as pleased to see

the same crowds as pre-Covid but it was

it means we see a lot more profit!”

that happen as I would.”

nonetheless the biggest crowd for a club

37

Our flagship beer.

An easy drinking, fresh, sessionable IPA. A satisfying toffee / caramel note with a clean, dry finish.

Contact your Greene King Sales Development Manager for more information Or contact Customer Sales on 0345 600 1799 Remember you can order online at www.greenekingorders.co.uk

FEATURE | BEER GENIUS

Beer genius:

helping you do beer brilliantly!

BEER GENIUS – EVERYTHING YOU NEED IN ONE PLACE

The Beer Genius portal truly is a one-stop treasure trove of information, advice, support and inspiration to help serve the perfect pint, time after time. Helpful content includes: 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.

Beer Genius is Greene King’s one-stop online portal where venues can find all the support they need to do beer brilliantly – and it has recently been updated and enhanced.

By John Malone, Head of Brewery Engagement

Serving beer in perfect condition is, as

There’s even a fantastic Cellar Doctor service

we are all aware, critically important to

that helps you quickly troubleshoot any

delivering the best possible experience for

problems you may be encountering with

your customers every time they visit your

either your cask or keg beers.

venue. To help you do exactly that, Greene King has created a fantastic one-stop

Beer Genius is a great resource that’s

shop online portal called Beer Genius that

available to you 24/7 and can be accessed

basically gives you everything you need to

from

do beer brilliantly!

smartphone or tablet. Whether you are

on

any

computer,

simply looking for some tips on how to If you haven’t visited the site before, I would

help your team sell more beer or deliver

urge you to take a few minutes and visit

the perfect serve, or you have some more

beer-genius.co.uk to discover the extensive

technical queries on issues like stillage or

information, advice and support you need,

line cleaning, you’ll find all the help you

all in one place.

need on the site.

Beer Genius provides everything from

We have recently updated and enhanced

detailed

our

the Beer Genius portal so even if you are

outstanding beers and why they are so

familiar with it, I would urge you to have

special, to free e-learning courses and

another look and familiarise yourself with

downloadable best practice guides covering

the extensive and in-depth support you can

every aspect of running a successful bar,

find there.

information

cellar and venue.

40

anywhere

on

all

of

FEATURE | BEER GENIUS

FREE E-LEARNING COURSES Take your business to the next level by taking advantage of the free e-learning courses available on the Beer Genius website, including: Bar Genius – how to operate your own bar Cellar Genius – how to manage your cellar Commercial Genius – how to optimise your profits

BEST PRACTICE GUIDES On the Beer Genius portal you can also download and keep an extensive range of best practice guides covering just about everything you need to know, including:

Cellar

Beer order delivery & receipt General cellar management Cellar refrigeration Cask dispense equipment Licensee cellar equipment Cask conditioning Keg beers & pressure systems Line & equipment cleaning

Bar

Glass washer maintenance Dirty glass to clean glass Bar housekeeping practices

BITESIZE TRAINING VIDEOS Beer Genius provides short, highly informative training videos covering areas such as: Traditional stillage

Perfect pour

Posters

Cask ale cellar poster Keg beer cellar poster

Vertical extraction

Line cleaning cellar poster

Keg beer

IPA quality guidelines

Line cleaning Glassware management The perfect serve

CHECK IT OUT AT BEER-GENIUS.CO.UK

41

WIN FOR YOUR VENUE WITH CARLING INSTALL CARLING IN YOUR VENUE AND BE ENTERED INTO THE DRAW TO WIN AMAZING PRIZES. Prizes available: a 65 inch TV, a free 11G Carling each month for 6 months, 10 x Carling sports kits (1 per venue).

DEAL 13

T&Cs: 18+, UK only. Install Carling in your venue to be entered into prize draw to win. Promotion opens 1st January 2024 and closes on 29th February 2024. Prizes available to be won: 65-inch TV (1), a free 11G Carling each month for 6 months (1), Carling sports kit (10). Winning outlets selected on 1st March 2024. Installation must not replace an existing Molson Coors brand. Promoter: Molson Coors Brewing Company (UK) Ltd., DE14 1JZ.

I N S TA L L D E A L

I N S TA L L C A R L S B E R G A N D R E C E I V E T E N E M B O S S E D TS H I RTS F O R YO U R T E A M A N D A N I N S TA L L AT I O N K I T

1 x Case 24 x Carlsberg Pint Glasses 1 x Case 24 x Carlsberg 1/2 Pint Glasses 2 x Bar Runners DEAL 14

10 x T-shirts

One deal per install. Installation kit includes 1 x Case 24 x Carlsberg Pint Glasses, 1 x Case 24 x Carlsberg 1/2 Pint Glasses, 2 x Bar Runners and 10 x T-shirts. Promotion subject to change. Whilst stock lasts. Brewed in UK, the Danish Way. Enjoy responsibly.

CASE STUDY: PINS

Pins transform cask at Solihull RBL Greene King’s smaller 4.5-gallon cask pins offer huge opportunities to venues to enhance their cask beer offer, as Sam McMullan at Solihull Royal British Legion Club has discovered.

Since rolling out the new smaller-format cask pins, Greene King has seen the 4.5-gallon containers become a major hit with venues up and down the country – and it’s not hard to see why.

Cask pins help make cask ale more accessible than ever for free trade customers, allowing them to minimise or eliminate wastage, enhance their

WHY AND WHEN SHOULD YOU USE PINS?

ranges and grow their profits.

There are three main reasons for stocking pins:

Greene King’s Limited-Edition Fresh Cask Releases range is available in pins and that has been a massive benefit for Sam McMullan who runs the bar at Solihull Royal British Legion (RBL) Club.

RBL provides financial, social and emotional care and support to all members of the British Armed Forces past and present, and their families.

WHAT ARE PINS?

Pins are smaller containers for cask conditioned ale. Containing 4.5 gallons of ale, they are half the size of a traditional 9-gallon firkin. This means you only need to sell 12 pints a day to maintain quality (rather than 24 when using firkins).

REDUCE WASTE IMPROVE YIELD DRIVE QUALITY MORE PROFIT

A historic club at the heart of the town, Solihull RBL was originally formed in 1926 by the first

drinkers but because of our demographic, we

President, Brigadier General Sir Walter Ludlow.

don’t have massive throughput. The traditional

Back then it was little more than a wooden hut

9-gallon containers were just too big for us, and

but over the decades the Club grew and evolved,

we would often end up with a bit of waste. When

eventually moving into a purpose-built clubhouse

pins came along, all of that changed overnight!

in 1968. The Club offers a warm welcome to everyone, provides access to both indoor and

“We started using them immediately and they

outdoor sports, hosts a wide range of events and

just work perfectly for us. The smaller 4.5-gallon

functions and, of course, boasts a fantastic bar.

format is just right for the volumes we sell, and it means we are able to regularly freshen up the

“When I first heard about pins, I was immediately

range. I know a lot of venues need to stock the

convinced that they would be brilliant for us,”

same ales year-round, but our audience likes to

explains Sam. “We do have quite a few cask

try new cask ales.

1. To broaden your range of ales.

2. To add cask to your line up.

3. To offer cask ale during quieter times of the week.

ARE PINS ALWAYS A BETTER OPTION? Not necessarily. If you sell a full firkin every three days you do not need to switch to pins.

Clearly, however, you could still take advantage of pins to add more choice to your range.

45

ADVERTISING

LET’S SETTLE THIS

DEAL 15

BUY 3 X 50L OR 5 X 30L GUINNESS AND GET 1 X POS KIT FREE* WE ARE THE TITLE SPONSORS

HURRY! LIMITED STOCK ONLY, GET IT WHILE IT LASTS. *POS Kit Includes: 3 x double sided bunting, 1 x double sided poster, 6 x T-shirts and 1 x double sided outdoor flag. Nominations in by 19 th January 2024!

PLEASE DRINK RESPONSIBLY |

DEAL 16

©2022 AB InBev UK Limited, all rights reserved.

1249164_Multibrand_GKFT_Brochure_AW.indd 1

46

21/04/2023 16:59

CASE STUDY: PINS ADVERTISING

“As a result, we’ve been buying all of the

pint containers to help venues deliver

Limited Edition Fresh Cask Release beers as

a broader range of fantastic cask-fresh

well as some of the core range and they’ve

beer to customers every time, while also

John Malone, Head of Brewery Engagement

gone down a storm. We’ve had Fresh Legs,

minimising wastage.

at

Bonkers Conkers, Fireside, Old Golden Hen,

fresh and new all year round.”

Greene

King,

adds:

“Introducing

pins provides our customers with the

Old Speckled Hen, Deuchars IPA, you name

As we find ourselves very much still in

opportunity to expand their range and offer

it!

the teeth of the cost-of-living crisis, this

seasonal ales that provide a wider choice of

investment provides Greene King customers

styles and flavours to their guests. Cask ale

“I love the format and is just works so well

with the opportunity and the confidence to

is at the heart of a great pub, driving footfall

for us and our customers. They’ve totally

expand the range of cask ales on their bar

and guest loyalty. We aim to support our

changed how we are able to sell cask ale

which will help encourage more people

customers in serving the best range of

and we’ve also seen some other drinkers

to try cask ale and ultimately broaden its

perfect-quality beers for their bar.”

have a little dabble in cask ale for the first

appeal – just as Sam found in his club.

time too.”

“I would absolutely recommend pins to

FRESH FOCUS

other venues if they haven’t tried them yet,” says Sam. “They add interest and

Sam’s

Greene

excitement, they minimise or eliminate

King’s decision to launch the half-size 36-

experiences

vindicate

waste and they mean my range is always

TO FIND OUT MORE ABOUT HOW CASK PINS COULD BENEFIT YOUR BUSINESS, Serve alcohol PLEASE SPEAK TO YOUR GREENE KING OR BELHAVEN SDM. free beer on Serve alcohol draught with free beer on 50% of peoplewith moderate, which makes draught Blade Serve alcohol alcohol free beer on draught a must stock Blade Blade is a fantastic solution for alcohol free beer on draught. free beer on It creates NOWgreat standout for alcohol free draught on your bar and requires no gas and no line cleaning. £250.00 NOW draught with per bundle £250.00 Simply place the Blade on your bar, plug and pour. per bundle 50%Blade of people moderate, which makes +VAT

+VAT

Please contact your local SDM to order. Subject to availability.

alcohol free beer on draught a must stock Blade is a fantastic solution for alcohol free beer on draught.

It creates great standout for alcohol free draught on your bar and requires no gas and no line cleaning.

Simply place the Blade on your bar, plug and pour.

#1

Heineken 0.0 is the #1 no alcohol lager in the market

50%

of drinkers are limiting their alcohol consumption1

#1

+35%

50% of people moderate, which makes alcohol free beer on draught a mustRSP stock Heineken 0.0 is the #1 draught vs bottle2

(draught RSP 87% of HNK 5% RSP) no-alcohol lager in the market BUNDLE INCLUDES: Blade is a fantastic solution for alcohol free beer on draught.

BUNDLE INCLUDES: Blade Machine + Dome It creates great standout for alcohol free draught on your bar

50% of drinkers are limiting their

and requires no gas and no line cleaning.

2 kegs of Heineken 0.0

alcohol consumption

RSP draught vs bottle

2

(draught RSP 87% of HNK 5% RSP)

Heineken 0.0 is the #1 no alcohol lager in the market

(ROS draught vs bottle )

+35%

BUNDLE INCLUDES

RSP draught vs bottle2

NOW

(draught RSP 87% of HNK 5% RSP)

+22% per bundle of drinkers are limiting their

Sales when on front bar

Sales when on front bar

alcohol consumption1

DEAL 17

24 glasses and POS Kit 2

£250.00+VAT

50%

+22%

Blade Machine + Dome 2 kegs of Heineken 0.0

Simply placeand the Blade on your bar, plug and pour.

24 glasses POS Kit 1

#1

+35%

+22% Sales when on front bar

Blade Machine + Dome 4 Free kegs of Heineken 0.0

(ROS draught vs bottle2)

24 glasses and POS Kit POSTCARD

(ROS draught vs bottle ) 2

SmartDispense® giving you the support you need

Scan me, or visit: Scan me, or visit: smartdispense.heineken.co.uk

SmartDispense Scan me, or visit: SERVE BETTER smartdispense.heineken.co.uk for more information

TM

1 Data source: Office for National Statistics – UK Drinking Habits. 2 HUK SPB Proprietary Data. Jan-Apr 2019.

smartdispense.heineken.co.uk for TS more information forGuide more information

SmartDispense® Website

All you need to know for Technical Services and Quality including:

1 Data source: Office for National Statistics – UK Drinking Habits. 2 HUK SPB Proprietary Data. Jan-Apr 2019.

- What T-bars can I offer my customer?

- How do I download EDGE? - My customer needs support on pouring the perfect pint

SmartSelector

47

*printed on 100% recycled materials

116898 39110 SmartDispense Support Postcard.indd 2

07/09/2023 1:44 pm

RANGE FREEDOM: WINE

Set yourself apart with

wine

Offering your customers exciting new wines or wines that they won’t find anywhere else is a great way to drive footfall and set yourself apart from the competition – and Greene King has just what you need.

By Fiona Davies, Wine Category Manager

fact remains that while total UK still wine volumes have been reducing over the last five years, the regular wine drinking population has actually increased.

In simple terms, people are still regularly drinking wine in the on trade – it’s just they are choosing to drink in moderation.

From the pandemic to the recent overhaul of the alcohol duty system, wine has been under a lot of pressure but there’s no doubt that it remains an exciting and vibrant category that is packed with opportunities for venues looking to make more of wine.

One of the key ways of driving footfall to

new and exciting wines. In other words, we

Possibly the biggest opportunity is at the

your venue is by stocking new and exciting

have everything you need to build a wine

premium end of the market because we are

products or by offering exclusive products

list that will help you stand out from the

consistently seeing the higher-spending,

that your customers can’t find anywhere

crowd.

more adventurous wine segment growing,

else in the area – and that certainly applies

and these types of consumers are spending

to the range of wines you stock.

OPPORTUNITY KNOCKS

more on quality and premiumisation.

At Greene King, we stock an extensive range

The challenges of the last few years have

Conversely, this also means that the biggest

of exclusive wines that are only available

affected the wine market, just as they’ve

falls in volume we are seeing have come in

through us, and we also stock an array of

affected other product categories, but the

the lowest price bands.

48

RANGE FREEDOM: WINE

NEW! CHAPEL DOWN BRUT NV (12% ABV) With English wines continuing to perform well, this sparkling wine is a fantastic, high-quality, home-grown wine that you can comfortably offer as a very credible alternative to Champagne.

With enticing aromas of crisp red apple, citrus fruits and freshly baked bread alongside hints of strawberry and quince on the palate, it’s a fantastic wine that is well worth trying.

EXCLUSIVE! DOCTOR’S ORDERS (13% ABV) Another new and exciting wine, which is available exclusively through Greene King and Belhaven, is an elegant South African red called Doctor’s Orders. Delicate with ripe cherries and Turkish Delight on the palate, it’s a clean, fruitdriven wine that goes well with food but is also fantastic as a glass on its own.

DID YOU KNOW WE OFFER FREE WINE LISTS?

NEW! YALUMBA ORGANIC SHIRAZ (14% ABV)

NEW! SEAHILLS SAUVIGNON BLANC (12% ABV)

The Yalumba brand from Australia already enjoys a strong following, so the new Yalumba Organic Shiraz should find a ready audience while the organic nature of the wine will appeal to a growing segment of customers keen to seek out organic wines. It’s a mediumbodied wine with aromas of fennel, blueberries and plums, finished with a hint of black pepper and spice in the classic Australian Shiraz style.

For white wine lovers, why not try the new Seahills Sauvignon Blanc? This is another Australian wine that delivers a classic Marlborough Sauvignon Blanc taste profile with tropical fruit flavours and a long-lasting fruit finish.

As well as helping you choose the right range of wines to maximise footfall, sales and profits, did you know that Greene King and Belhaven can also help you ensure that your physical or digital wine list looks its best – for free?

Our service allows you to choose from a range of wine list templates with design styles to suit every type of venue and every range of wines.

The templates can be quickly and easily populated with your wines, prices and descriptors and can be printed in seconds, taking the time and effort out of producing a high quality, professionally designed wine list that can help you grow your sales and profits.

To find out more, simply speak to your Greene King or Belhaven SDM.

49

DEAL 18

RANGE FREEDOM: WINE

EXCLUSIVE! WILD ZEBRA CHARDONNAY (13% ABV) An exciting South African Chardonnay, Wild Zebra is well balanced and fruity, pale gold in the glass, and clear and bright. It’s a vibrant, fresh wine that goes well with food and is well worth a try.

NEW! CÔTE CHALONNAISE PINOT NOIR (12.5% ABV) A delightful Burgundy making great use of the grape that the region is world renowned for, this wine is rich and smooth with black berry and cherry flavours. Perfect for accompanying a nice steak!

STRATEGIC APPROACH So what does that mean for you and your venue? Where should you focus your attention and investment? Clearly, it’s vital to build a wine list that’s in tune with current customer demand – and more often than not, that will mean targeting those younger,

more

adventurous

wine drinkers who are looking to engage more deeply with wine and who are seeking out new and exciting wines and who view wine as a core element of their overall experience when they visit your venue. The good news is that they are prepared to pay a premium for this privilege.

EXCLUSIVE! AMODO ROSÉ PROSECCO (11% ABV) With Prosecco still an amazingly popular wine style, this rosé version offers something a little new with summer fruits on the nose and mouthwatering strawberry and raspberry as well as some white peach on the palate.

Light and refreshing, it’s ideal for celebratory occasions.

EXCLUSIVE! G&G PROSECCO EXTRA DRY (10.5% ABV) / ROSÉ EXTRA DRY (11% ABV) If you have customers looking to treat themselves to a glass of something special but not looking for a full bottle, then these two single-serve 200ml Prosecco options from G&G fit the bill nicely. The Extra Dry features fine bubbles and delicious brioche while the Rosé is all cherries and berries on the nose and crisp and light on the palate.

So, if it’s new and exclusive wines that your customers are looking for, then look no further. We’ve been busy sourcing some new and exciting wines for you and your customers to enjoy from some of the world’s leading upand-coming producers.

To whet your appetite, here are a few of the new and exclusive wines we offer which I believe would help add excitement and interest to your wine list.

ALL GREENE KING AND BELHAVEN CUSTOMERS SHOULD HAVE RECEIVED THE GREENE KING WINE BROCHURE 2023-24 WHICH LISTS EVERY WINE THAT WE OFFER AND IS A GREAT PLACE TO START WHEN LOOKING TO REFRESH AND REINVIGORATE YOUR WINE RANGE. IF YOU HAVEN’T RECEIVED IT, PLEASE REQUEST A COPY FROM YOUR SDM OR YOU CAN VIEW A DIGITAL EDITION OF THE BROCHURE AT BIT.LY/3QWIDLH.

51

SEASONAL OPPORTUNITY: SOFT DRINKS & LOW ALCOHOL LAGER

‘Low and no’

the way to go?

With the start of the new year traditionally a time when many consumers attempt to moderate their alcohol consumption, it’s a good opportunity to take a fresh look at your ‘low and no’ offering.

Low- and no-alcohol products have steadily moved from being

venue. Even if they do still visit, 44% say they wouldn’t drink alcohol

relatively niche products to becoming decidedly mainstream over

but would probably have fewer drinks and spend less.

the last five years or so, and the new year tends to see a spike in interest levels among consumers driven in part by a mix of New

SOFT OPTION

Year’s resolutions and Dry January.

Perhaps unsurprisingly, soft drinks remain the drink of choice for The big question is: are you able to meet the demands of a growing

the majority of people trying to reduce alcohol intake. More than

audience of customers looking to still have a fantastic experience

half (51%) of all non-alcoholic occasions feature a soft drink of some

but without the alcohol?

kind, says Lumina Intelligence data from May 2023.

According to Kantar data from March 2023, being ‘sober curious’ is

The One Pulse survey cited above found that standard soft drinks

now an entirely acceptable, and often welcome, social behaviour as

like Coca-Cola or Sprite were the number one choice, followed

more and more people adopt balanced lifestyles.

by adult soft drinks like Appletiser. In third place were mocktails, followed by low- and no-alcohol beers, wines and spirits.

The data shows that one in five (20%) of UK consumers don’t drink alcohol, more than a third (36%) have limited or reduced their

Ranging, then, is pretty straightforward. Coca-Cola Europacific

alcohol consumption in the last 12 months and the top driver for

Partners suggests, for instance, that to meet the various demands

doing so is ‘improving health’.

of today’s moderation consumers, all you need to do is offer your standard soft drinks, add more adult soft drinks and make sure you

A survey of 500 consumers by One Pulse in October 2023 also

have a range of mocktails and low- and no-alcohol beers, wines and

confirms that people do try to moderate their alcohol intake in

spirits available.

the first few months of a new year. Some 41% reduce their alcohol intake in the first few months but do still drink occasionally while

It’s worth noting however, that consumers are looking for an

almost a fifth (19%) avoid alcohol altogether.

elevated experience when they visit a venue. A full three-quarters (75%) of respondents to a One Pulse pub and bar experience survey

Consequently, having a great range of non-alcoholic options on

in July 2023 said they were looking for an “experience they can’t get

your menu is really important to consumers. The same data shows

at home”. In other words, it’s not just about the range of soft drinks

that if you don’t have a good range of non-alcoholic options, more

on offer, but how they are served.

than a quarter of people (27%) say they would choose a different

52

SEASONAL OPPORTUNITY: SOFT DRINKS & LOW ALCOHOL LAGER

‘SOBER CURIOUS’ 1 in 5 (20%) of UK consumers don’t drink alcohol.

36% have limited or reduced their alcohol consumption in the last 12 months.

Improving health is the #1 motivation for limiting or reducing alcohol consumption.

NEW YEAR, NEW APPROACH 41% reduce their alcohol intake in the first few months of a new year but do still drink occasionally.

19% avoid alcohol altogether during this period.

[Source: One Pulse, Oct 2023]

RANGE MATTERS 27% would choose a different venue if the one they are considering didn’t have a good range of nonalcoholic options.

44% say that they’d still visit the venue and wouldn’t drink alcohol, but would probably have fewer drinks and/or spend less.

[Source: One Pulse, Oct 2023]

[Source: Kantar Usage Panel to Mar 2023]

53

WIN

ONE OF THREE HAZE SESSIONS MUSIC NIGHTS AT YOUR VENUE

Thatchers Haze has seen 68% volume growth as Hazy drinks gain share of apple cider!

Install Thatchers Haze between 1st January and 31st March to be in with a chance to win.

DEAL 19

A Haze Sessions music night includes live music, Haze Sessions promotional material and prizes to give away on the night! Plus every new install will receive a free keg & 10 co-branded polo shirts.

Meetglimpse.com Aug2023. CGA OPMS P06 2023 vs 4YA Entry: Winners will be randomly selected from new Thatchers Haze installs between January 1st – March 31st 2024 via participating wholesalers. For full prize details and terms and conditions, visit www.thatcherscider.co.uk/pub-haze-sessions

SEASONAL OPPORTUNITY: SOFT DRINKS & LOW ALCOHOL LAGER

The perfect serve matters and that means fully chilled, in a clean

or no-alcohol lager and beer account for almost half (46%) of all

and/or branded glass, with ice and a garnish. Serve it that way and

alcohol alternatives. In pound note terms, the total category value

79% of those respondents said they’d order another drink and

of low- and no-alcohol beer has more than doubled in just four

revisit the venue.

years and now hovers around the £100m mark.

Similarly, when it comes to adult soft drinks, consumers want their

The total ‘low and no’ market has grown 59% in the last four years –

non-alcoholic drinks to feel special, whether that’s served with a bit

yet 50% of venues stock only one low- or no-alcohol beer, according

of something extra or it could be as simple as serving Appletiser in

to CGA data from June 2023. That’s a massive opportunity and a lot

a Champagne flute!

of headroom for growth.

LAGER LESSONS

Unsurprisingly, it’s the big brands driving sales of low- and noalcohol lager in particular. Heineken 0.0 is making the majority of

The desire to live healthier lives is also one of the key macrotrends

the headway and is significantly ahead of other big-name brands,

driving sales of low- and no-alcohol lager. In 2022, a whopping

but the market is moving quickly with brands like Peroni Nastro

71% of adult consumers said they were ‘proactively trying to lead a

Azzuro 0.0, Becks LA Alcohol Free, Birra Moretti Zero and San Miguel

healthy lifestyle,’ according to CGA BrandTrack data.

0% all helping to grow sales in the category.

For over 30% that meant drinking less alcohol and for over a quarter

BIG OPPORTUNITY

it meant drinking out less frequently.

There is clearly a major opportunity here for venues and there’s And while innovation is seeing a broader range of options available

never been a better time to take a fresh look at your offer to ensure

in terms of low- and no-alcohol variants, it’s still lager and beer that

you have something for the ‘sober curious’ among your customers.

lead the category. CGA data from January 2023 shows that low-

55

MEET THE TEAM: STEVEN STURGEON, HEAD OF MARKETING, BELHAVEN BREWERY

Meet The Team:

Steven Sturgeon This issue, we meet Steven Sturgeon, Head of Marketing for Belhaven, to hear more about the remarkable success of Scotland’s oldest working brewery.

ABOUT STEVEN Steven joined Belhaven in January 2020 as a consultant before becoming its Head of Marketing in October that year. He started his career at British Airways where he learned to do everything “except fly a plane”. His roles took him overseas then back to London overseeing BA’s international advertising. He then worked at advertising agency Ogilvy & Mather handling the Seagram’s account. Attracted by the drinks industry he joined Diageo, moving up to Regional Brand Director, Guinness Africa, followed by a stint as Group Marketing Director at William Grant, sitting on the board, and then working for a drinks group that included Burn Stewart Distillers.

SO, STEVEN, WHAT IS A TYPICAL DAY LIKE FOR YOU?

Belhaven Black, the number one Scottish stout, and are seeing early signs of success with share gains being made from Guinness.

The joy of Belhaven is that no two days are the same! That said,

Additionally, we look to generate value from our award-winning

staying on strategy is key. When I joined, my brief was to draft a

330ml bottled beers which are fine exemplars of Scottish brewing.

strategy for Belhaven with the ops and sales teams. We are pretty

Finally, we support export in expanding Belhaven’s footprint to

much on that same course today. Equally, everything we do from

reach the Scottish diaspora, while bringing the brand to life for

the smallest local event to the biggest global festival is grounded

those visiting Dunbar.

in a simple philosophy: times shared together are the best. So, the key is to ensure we place Belhaven beers are at the heart of these

SOUNDS LIKE YOU HAVE YOUR HANDS FULL.

moments. After all it’s something Belhaven has been doing for over 300 years! That’s longer than any other Scottish brewery.

Yes, we do. We are a small team so we have to work hard and be confident that everything we do delivers a return – but I love this brand so it’s always a pleasure. The brand is

WHAT DOES THAT MEAN IN PRACTICE FOR YOU AND YOUR ROLE?

makes the role exceptional. We’re in a wonderful setting

Driving growth of Belhaven Best is critical. This is the

help bring the unique history of this brewery and its beers

built on three Ps: place, people and products. This is what in an amazing country and I work with super people who

mainstay of our business as Scotland’s number one ale.

to life, every day. And lastly, I really do love our beers. They

We are committed to growing volume, value, and market

are genuinely fantastic and brimming over with heritage,

share in a declining category, by keeping Best meaningful

provenance, and fascinating back stories. There is a lot for

and relevant, hence the exciting new relaunch. We are

us to work with. I always say Belhaven Brewery is Scotland’s

equally passionate about unlocking the potential of

best kept secret.

56

MEET THE TEAM: STEVEN STURGEON, HEAD OF MARKETING, BELHAVEN BREWERY

AND YOUR JOB IS TO MAKE IT A LOT LESS SECRET?

every year with focus and commitment. As one Instagrammer stated, Black is “like Guinness, but nice”.

Exactly! Of course, Best is well known to many but when we tell the Belhaven story to people they are both surprised and enthralled.

From buyers from down south or customers from abroad to people

AND THERE’S SCOPE FOR GROWTH IN ENGLAND AND WALES?

at local events or in the pub, all of them are bowled over by our story and beers. So, the challenge, as always, is reaching and engaging

Absolutely! Black is already the number two stout in GB! It’s a great

people with that unique tale and, ideally, getting liquid on lips and

stout at a great price point that offers venues scope for improved

ultimately encouraging them to buy Belhaven. We know that when

margins and bigger sales. Of course, Guinness is number one,

people try our products, they are converted and go away fans!

with significant brand support. But, if a customer is ranging two stouts, why not have Ireland’s number one and Scotland’s number

THE SAME OPPORTUNITY EXISTS WITH BELHAVEN BLACK, THEN?

one? And for venues with relatively low throughput of Guinness, switching to Black can help grow profits as well as giving customers a great alternative, especially now that we offer it in 30 litre kegs.

We all know that stout is enjoying something of a resurgence, and we’ve seen lots of brands jump on the bandwagon. What a lot of

HOW ARE THE BRAND REFRESHES GOING?

people don’t realise is that Belhaven has been brewing stouts and porters since the mid-18th century! Belhaven Black is an amazing

This year we’ve refreshed both Best and Black. We are aiming to keep

stout and 52% of Guinness loyalists told us they preferred the taste

Best relevant, particularly for younger consumers. It’s an exceptional

of Black in a blind tasting. It really is that good. In the last year we

product and if we get new consumers to try it, the chances are

have more than doubled Black’s market share in Scotland, albeit

they’ll buy it. We must shift the image of ale too and certainly Best

from a small base, but I think we should be doubling our share

is succeeding in challenging any negative perceptions. It is still

“I ALWAYS SAY BELHAVEN BREWERY IS SCOTLAND’S BEST KEPT SECRET – AND IT’S MY JOB TO MAKE IT A LOT LESS SECRET!” 57

ADVERTISING

DEAL 20

DEAL 21

58

MEET THE TEAM: STEVEN STURGEON, HEAD OF MARKETING, BELHAVEN BREWERY

early days for Black, but the indicators are positive. Live events are

which is built on conviviality, kinship and being gallus! For non-

important because they allow us to showcase new Best and Black

Scottish readers, ‘gallus’ is a word that conveys a sort of light-hearted,

to a wider audience, introduce them to our beers and tell them

laid-back cockiness. Self-confidence without arrogance. It sums up

about that all-important heritage and history. Bringing the brands

Belhaven and our beer quite nicely, actually! And to deliver that

to life, whilst getting liquid on lips.

ethos we need a great team – and we have one. Fiona Matheson, for example, has played a vital role in our success. She has an eye

AND THE VISITOR CENTRE IS THE BEST ON THE PLANET… AGAIN?

for detail and a talent for project management that I certainly lack.

Building a great team is all about accepting your weaknesses and finding people who complement you. This extends to the team

Amazingly, it’s been named Visitor Attraction of the Year two years

in the Belhaven Visitor Experience and the wider brewery, and we

in a row at the Icons of Beer Awards, and it perfectly encapsulates

really do think of ourselves as a family.

everything that’s great about Belhaven. When we set about creating the Visitor Experience I had in mind an old quote: “Fill your

SO IT’S FAIR TO SAY YOU ENJOY YOUR ROLE?

life with unforgettable experiences and have stories to tell.” That was our mantra, if you like. Equally, the Experience and shop had to

I love working for Belhaven and I love our beers! I get to work with

work on a commercial level. It has been a monumental effort so it’s

an amazing team selling outstanding products from a beautiful

gratifying to see it deliver all that we’d hoped and more, such as a

brewery, steeped in history. A true Scottish icon. Belhaven beers

4-star rating from Visit Scotland and being named Travellers’ Choice

play a really important role in bringing people together. It’s easy to

2023 on Trip Advisor. I can confidently say that every visitor leaves

forget that what we’re actually selling are good times. Our beers are

with great stories to tell – and a lot of beer!

created with love and care to help people come together to have a blether and a laugh. Making the most of the simple pleasure of

IT’S A TEAM EFFORT THEN?

spending time together. After all, times shared are indeed the best of times.

It really is. We live and breathe the brands and the Belhaven ethos,

59

ADVERTISING

Delivery Teams

DEAL 22

60

FINANCIAL SUPPORT

What could you achieve with the right investment?

With some fantastic opportunities ahead, it could be the perfect time to invest in your business – and Greene King can help through its tailored Financial Support package.

James Hughes, Brig & Barrel, Dunbar “With the financial support

We may not be quite out of the woods yet, but

Whatever it is that you are looking to do, Greene

with the challenges of the last few years finally

King can help by offering you a package to meet

beginning to recede, it’s more important than

your specific needs.

ever that venues are able to make the very most of the huge opportunities that are coming their

PROVEN SUCCESS

way over the next 12 months, opportunities like the Six Nations and the Olympics.

Greene King’s financial support packages have already helped many venues take their business to

Maximising footfall, sales and profits during

the next level. Charlie Wade at The Last Anchor in

those key occasions is as critical as ever, which is

Ipswich, for example, was able to add an outdoor

why you may want to consider investing in your

area to grow capacity and take advantage of

business to make sure that it is in top condition

valuable space that was available while Alex

and fully ready to cash in this winter.

Brake at The Bird in Hand in Wreningham received support from Greene King to add a busy and

of Greene King and Belhaven, I was recently able to buy the freehold of the pub I had been running since May 2019. I officially became the owner at 5.45pm on the 23rd of June! I know that’s a bit precise, but it’s a memory that will stay with me as long as I live. The support I received from Greene King and Belhaven was simply outstanding.

To help you do just that, Greene King is able to

profitable mobile catering and bar business to his

“What matters most to me

offer a wide range of tailored financial support

portfolio.

is that I’m now the official

Customer Success Story

owner of a pub I’ve put so

packages all the way from small loans of up to

£10,000 right the way through to larger financial

In Scotland, James Hughes at The Brig & Barrel in

much time and effort into,

investments of up to £500,000.

Dunbar was able to buy the freehold of the pub

and I’m paying down a

loan oninformation bricks and mortar, on how we “With Greene King’s of an investment of over he help had been running since 2019 with support For more rather than helping my can support you, please contact £10,000 we were able to invest in a large glass Perhaps you are thinking about investing in an from Greene King. your Sales Development annex makes landlord buy a new Rolls Manager, outdoor space, a refresh of the bar or that a major refit the most of our fabulous view whoRoyce!” will be able to discuss the of the marina. We’ve invested in new flooring and to revitalise your business in time for the spring WHY WAIT? options available. furniture, and created a large outdoor bar and and summer? Or perhaps you’re even thinking barbecue area to serve the space.

about investing in a new business, or buying the business you already run?

HERE TO HELP

With some fantastic opportunities ahead over the Please note: All financial packages are

available to persons aged 18 and over and

FINDto OUT AT be next year, to consider taking your are subject status; MORE security may The project has enabled usit’stoa great hosttime customers required, and terms and conditions VALUEFORVENUES. apply. business to the next level – and financial support outdoors, regardless of the changeable weather.

CO.UK OR SCAN from Greene King help50%. you achieve We've increased our capacity bycould nearly It’s that.

Find out visit been transformative and it looks amazing.”

THE QRmore CODE For more information on how we can support you

Charlie Wade, Tailored financial support packages The Lastare Anchor, Ipswichin growing and developing your business, please

available for projects of all sizes:

www.valueforvenues.co.uk or scan the QR Code

contact your Sales Development Manager who will be able to discuss the options available.

Small loans of up to £10,000 Larger investments of up to £500,000

* All financial packages are available to persons aged 18 and over and are subject to status; security may be required, and terms and conditions apply.

61

ADVERTISING

DEAL 23

FANTASTICAL OFFER BUY 3 GET 1 FREE ON FUSIONS*

DEAL 24

For when one flavour isn’t enough, discover our Fusions. A delicious combination of juices, loosened up with a dash of water for a lighter soft drink.

More than 1-in-3 visits to the on-trade are now alcohol free** frobishers.com *Whilst stocks last, subject to availability (24 x 275ml) ** Source: KAM Low+No 2023: The Customer Perspective.

A1460_Frobishers Green King Half Page 180x119.indd 1

62

02/11/2023 10:52

RECENT LISTINGS

Blonde ambition Bring some continental flair to your bottled beer offer with Leffe Blonde and let Monin syrups take your cocktails to the next level.

LEFFE BLONDE 330ML BOTTLES

MONIN RANGE 1LTR / 70CL

Helping venues to cash in on the interest in continental beers, 6% ABV Leffe Blonde is an authentic blonde abbey beer with a slight hint of bitterness to it. Floral and spicy with notes of vanilla and cloves, it has a delicate but characteristic flavour and is an ideal beer to accompany simple dishes and goes particularly well with fried foods.

The Monin range of gourmet, flavoured syrups is internationally renowned and offers quick and easy ways to elevate and create a variety of drinks and cocktails.

Greene King has now made four variants available: Green Mint, Cherry Blossom and Pineapple Purée in 1ltr bottles and Pomegranate in a 70cl bottle. A brand respectful of the environment, all Monin syrups are made using only the best natural ingredients.

63

DEAL 25

*Terms and conditions apply. Deal runs from Jan 1st to Feb 29th 2024. Three deals per customer per week. Qualifying range includes J2O Blends and J2O Spritz 275ml NRB x24. Free case is J2O Orange & Passion fruit 275ml NRB x24. While stocks last. Glassware imagery is for visual purposes only.

Promoter: Britvic Soft Drinks, Breakspear Park, Breakspear Way, Hemel Hempstead HP2 4TZ

CHARITY: PUB IS THE HUB

Greene King and Pub is The Hub celebrate £200k partnership Greene King and Pub is The Hub are toasting the success of their long-standing partnership as the total donated to the charity reached the £200,000 milestone, helping more than 600 pubs extend their community services.

together recently at Greene King’s The Greene Man pub in London to mark this year’s £25,000 donation and celebrate the 22-year support.

Greene King’s long-standing funding has helped support Pub is The Hub’s regional advisors, who work with licensees throughout the country. It has also boosted Pub is The Hub’s Community Services Fund which started in 2013. The fund can offer small grants to licensees wanting to offer additional community services at their pub. Over Greene King’s CEO Nick Mackenzie and Pub is The Hub Chief Executive John Longden raise a glass to mark this year’s £25,000 donation.

200 pubs have benefitted from this support.

Nick said: “This is an industry which is all about

PUB IS THE HUB

people – its teams and its customers. Our support Greene King and the Pub is The Hub charity

of Pub is The Hub is a great example of how when

Pub is The Hub is a not-forprofit organisation which offers independent specialist advice to publicans on rural services diversification so they can provide viable local services or activities which add social value in their local area.

are toasting the success of their long-standing

people work together, things happen for the

partnership as the total donated by Greene King

better. Pub is The Hub can bring ideas to reality

reached the £200,000 milestone.

by working with local licensees to help them add

The organisation was founded

by His Majesty King Charles III, when he was HRH the Prince of Wales in 2001. Over the past 22 years Pub is The Hub has been able to help hundreds of pubs to diversify through advisory and financial support. Its future vision is to help 1,000 more pubs diversify over the next three years.

Wales, and Greene King has been a supporter

John added: “We are so grateful to Greene King

since day one.

and its people for their long-term support since

Visit pubisthehub.org.uk for more information.

extra value to their community services. This sort The charity was founded in 2001 by His Majesty

of working partnership makes a real difference.”

King Charles III, when he was HRH the Prince of

we were established, which has helped both The not-for-profit organisation helps pubs to

our regional advisors’ work, and other support

diversify and provide essential local services

activities and projects.

and activities. This can include a range of diversification projects such as village stores,

“As a not-for-profit organisation we do not receive

community cafes, allotments, libraries and play

any long-term funding, so commitments like this

areas, as well as supporting activities that tackle

enable us to continue our support for resilient

the issues of social isolation and loneliness.

licensees and their pubs. This enables them to work with their communities to help create

Greene King’s CEO Nick Mackenzie and Pub is The

projects which can provide much-needed hubs

Hub Chief Executive John Longden raised a glass

for local services or activities in the future.”

65

Buy 4 x 150ml cans of Schweppes Mixers and get 1 FREE DEAL 26

© 2023 European Refreshments UC. All rights reserved. SCHWEPPES is a registered trade mark of European Refreshments UC.

12x 330ML DEAL 27

JACK DANIEL’S & COCA-COLA

SAVE £3.50 OFF A CASE AND GET 2 X JACK & COKE CAN COOLERS FREE 12X330ML