inapub Inapub_Feb_2018_Masthead.indd 1
BT cover wrap.indd 1
Issue 79 August 2018 ÂŁ4.95 trade.inapub.co.uk
inapub Inapub_Feb_2018_Masthead.indd 1
BT cover wrap.indd 1
Issue 79 August 2018 ÂŁ4.95 trade.inapub.co.uk
Issue 79 August 2018 Â£4.95 trade.inapub.co.uk
PEOPLE S CHOICE AWARDS 2018 The MASSES HAVE SPOKEN. THESE ARE THE BRANDS they want.
p01 cover.indd 1
VALUE & VOLUME 1
ACCORDING TO THE NUS DRINKS TRACKER 2017, 16, 15, 14
VK BROUGHT TO YOU BY
THE NO.1 RTD SUPPLIER TO THE UK ON-TRADE
STOCK UP NOW PLEASE CALL 01246 216 016
1-CGA P10 On Trade 2017 2-NUS DRINKS TRACKER 2017, 16, 15, 14
ad page2.indd 2
s a trade journalist the question I get asked most is – what’s going to be the next big thing? While it is important to keep on top of trends and prepare for changing tastes, core values and brands remain important. The beer scene might be obsessed with craft right now but what do you sell more of – Hoppy McHopFace or pints of mainstream lager? Shrubs (drinking vinegars) might be the talk of the town but I’ll bet you sell more lime & soda than lavender & kumquat shrub. That’s why consumer surveys such as our annual People’s Choice Awards have real value. There may not be many surprises is there in terms of brands (though there are a few new entries this year) but, given the pressure on front and back-bar space, it does help you navigate which of the big brands pub-goers want and expect to see in your pub. You can be sniffy about big brands if you like, but be very clear about the role they play for your customers. They act as signposts to navigate the range, and provide a back-up when experimenting with new flavours. Punters buy them because they prefer to spend money on a drink they know they like, and simply because they like them. Turn to pages 13-24 to check out this year’s favourites.
this month People’s Choice Awards • Online comebacks
drink The experience economy• RTDs in the modern world
eat Global cuisines • Roasts
play Champions League football • Ryder Cup golf
stay Accommodating families • The millenial market
60 back-bar business All you need to know about the new Music Licence
62 time at the bar Pub dogs • A pub where men can do their nails
Editor Robyn Black 07909 251 231 • firstname.lastname@example.org
Multimedia journalist James Evison 07884 868 365 • email@example.com Contributors Matt Eley, Richard Molloy Production editor Ben Thrush 07810 620 169 • firstname.lastname@example.org
Chief executive Barrie Poulter 07908 144 337 • email@example.com Sales manager Leah Gauthier 07884 868 364 • firstname.lastname@example.org
Visit us online at trade.inapub.co.uk p03 contents.indd 3
Subscriptions trade.inapub.co.uk/magazine 0800 160 1986 • email@example.com 23/07/2018 09:52
ad page2.indd 4
ad page2.indd 5
UNFILTERED FOR A FULLER DANISH FLAVOUR
Our new Danish style pilsner, unfiltered for a fuller flavour. Brewed to 4.2% with cascade hops for a subtle citrus aroma. Contact us on 0845 604 0294 for more information.
Enjoy responsibly. Brewed in the UK, the Danish way.
ad page2.indd 6
POSTCARD from the pub frontline It ended with heartbreak as it always does, but just for a moment England had the nation believing that they might just bring it home. Instead, they returned from Russia with love for the national team restored and heads held high. Gareth Southgate’s team, combined with a perfectly timed heatwave, also did UK pubs a huge service. With licensees not expecting much more than three England matches to cash in on, they were instead rewarded with the England men’s team’s most successful World Cup for 28 years, as the country went football crazy. Not even a CO2 supply shortage could flatten beer sales. Fans, such as those seen here celebrating England’s
trade.inapub.co.uk p5 postcard v7.indd 7
quarter-final victory outside The Trafalgar Tavern in London’s Greenwich, packed out pubs and enjoyed the unexpected ride to the semi-final. The British Beer & Pub Association estimated that an extra six million pints would be sold for the nail-biting Colombia game – that rose to 10 million by the time England sent the Swedes packing. Pubs across the land reported huge boosts to sales – Hawthorn Leisure, which has nearly 300 pubs – said yearon-year sales were up 17 per cent during the tournament and 85 to 90 per cent during England games (see “the way I see it”, p9). Just imagine what it will be like when football finally does come home.
NOVEMBER / DECEMBER 2017
IN THE TRADE THIS MONTH Pubcos agree to Pub Code disclosure All six of the big pub companies subject to the Pubs Code have offered to waive their right to anonymity when facing arbitration decisions, in a joint letter to Richard Harrington MP. The move was welcomed by the BII and UKHospitality, which agreed transparency would “speed up decisions, which can only benefit those tenants applying for MRO”.
Marston’s Beer Report emphasises quality
TOP STORIES ON TRADE.INAPUB.CO.UK Do you serve Britain’s Best Pub Burger? CO2 shortage – what does it mean for pubs? 9 of the cutest pub dogs
More than 4,000 people were surveyed for this year’s Marston’s Beer Report. For the first time it covered lager as well as the ale category to give a full picture of the beer world. Recommendations for licensees include: knowing what makes a perfect range; offering a quality experience; and realising the importance of trusted beer brands.
GBBF to showcase alcohol-free beers For the first time non-alcoholic beer will be on offer at the Great British Beer Festival, organiser CAMRA has confirmed. There’ll also be more vegan and gluten-free beers on offer and 140 more beers than ever. The event takes place from August 7 to 11 at London’s Olympia.
GBBO winner scoops beer drinker prize Great British Bake-Off winner Candice Brown has been named Beer Drinker of the Year by the All-Party Parliamentary Beer Group, whose chairman, Mike Wood MP, said: “Candice shot to fame winning Bake Off by creating a replica of her parents’ pub in gingerbread [and] since winning has used her celebrity to encourage young people working in the pub and hospitality sector.”
Pubs to pour 10m more pints for England v Croatia 6 hacks to help you cut down on plastic
Treorchy’s Lion Hotel picks up Ei accolade A pub famed for its music festivals, sport and community links has won Pub of the Year in Ei Group’s Awards for Excellence this year. The Lion Hotel in Treorchy, south Wales, won the top award as well as Best Community Hub, and was praised by the judges, who included Inapub editor Robyn Black, for its links with local schools and charities. The Lion’s Adrian Emmett accepted the awards. Other winners on the night included Best Turnaround Pub (the Horse & Jockey Hotel, Liverpool), Best Sports Venue (the Directors’ Box, Manchester), and Best Marketing Initiative (the White Horse, Dover (see Famous For, p26 to 27). Two Lifetime Achievement Awards were also given out to Andrew Scott from the Crown & Trumpet in Broadway, Cotswolds; and Michael and Janet Ostler, who have been running the Red Cow Inn in Brent Knoll, Somerset for almost 40 years.
p8-9 news.indd 8
AUGUST 2018 23/07/2018 07:43
this month.inapub THE WAY I SEE IT MARK MCGINTY
TWEET ALL ABOUT IT
The World Cup will bring long-term benefits to community pubs
It’s been all about the World Cup in recent months, so we asked the pub Twitter community how it was going for them:
With fans looking to watch the game out of home for that all-important atmosphere, Russia 2018 provided the perfect storm for pubs — the weather was great, the times of the games couldn’t have been better and the England team exceeded all our expectations. The result was friends, family and neighbours looking to pubs to provide the match day entertainment, due to the memorable experience and fantastic sense of unity that watching football in a pub can create. This customer mindset throughout the tournament led to Hawthorn Leisure’s sales increasing by 17 per cent across our 298 pubs, with this figure rising to an almighty 85 to 90 per cent during England’s games — and I imagine similar results were seen across the whole pub sector. And, while the tournament may be over, I believe we’ll continue to see a long benefit across the pub sector — especially in community pubs. We all know community pubs have been struggling over the last few years, but the World Cup gave them an opportunity to showcase their offering and drive customers back in. These pubs are so important to the local community and we hope that the amazing experiences customers had during the tournament will encourage them to continue to support their local pub well into the future.
We’re not a football or sports pub but we’re proud of our involvement in showing this year’s #WorldCup & despite the loss they did a great job. Let’s hope the media gives them the credit they deserve. @yeoldsuncolton The winning penalty going in vs Colombia. Pure pub joy. @TheLordNelson Tonight’s quiz is cancelled due to the big game, sorry guys. We will only be serving bbq tonight ,no restaurant food. Get down early for a seat. Come on England! #england #worldcup @theydonoak COME ON ENGLAND #wecandoit #freesausagesandwiches #freehouse @thesunlepton
Ina CONNECTING PUBS
Issue 8 March 2012 £2.95
GARE TH SOUTHGATE
The ex-England man needs YOU for the Carlsberg Pub Cup
WHO ATE ALL THE PIES?
And finally… Throwback to one of the first ever issues of @inapub (when we featured Gareth Southgate on the cover). The @carlsberg Pub Cup was clearly an important stepping stone for our Gareth. @MatthewEley
Mark McGinty is the managing director of operations at pub company Hawthorn
Your customers, after you tried these award-winning recipes
DARK SIDE OF THE BACK-BA R
A category reinvented
FOR ST GEORGE, PADDY AND MUM
Celebrating special days
A bu case of mper from Hi spirits -Spiri ts
Courvoisier helps one pub pack a punch GOURMET BURGERS LEGAL ADVICE
p01 cover.indd 1 21/02/2012 00:43
Increase in total sales in UK pubs this June, due to the effects of a heatwave and the start of the World Cup Peach Coffer Business Tracker
Find us online every month at trade.inapub.co.uk @inapub
AUGUST 2018 p8-9 news.indd 9
Funnybones Jamaican patties
“Only Jamaicans know how to make proper patties,” proclaims Funnybones Foodservice, beneath a cactus-themed logo that describes it as a “specialist in American and Mexican foods”. This almost had us running off down the road to the jerk chicken shop for our spiced pastry hit… but wait! It turns out Funnybones is the foodservice arm of Jamaican business Grace Foods, so these are as authentic as they come. Essentially pasties with a fiery kick, patties are convenient to serve and eat, and soak up a beer while stimulating the desire for another one – perfect for the pub. 01707 321321
Do not underestimate the power of the dark side. Rum, Irish whiskey and Bourbon are on the rise, which is why Schweppes has created a new style of mixer intended to enhance dark spirits. The addition to the premium 1783 range will be available in 200ml bottles from September. www.schweppes.eu
“The official and enhanced edition of the popular card game loved by millions” also features 52 dare cards for the losers. The standard dare pack should be perfect for a family venue,but a “deliciously devious 18+” dare pack is also available to purchase separately. We’re just hoping the illustration on the box isn’t one of the dares. www.thisisshithead.com
What’s new in the pub this month
Tentazioni wine glasses
The glasses in this collection from Artis feature “a double chimney which holds the aromatic molecules in the headspace for a particularly long period, thus enhancing the fruity taste of the wine, whilst mitigating the volatile alcoholic convincing enough reason to order another bottle to us, and they do look pretty cool. 020 8391 5544
10 AUGUST 2018
p8-9 stuff.indd 10
trade.inapub.co.uk 24/07/2018 02:31
this month. Morgenrot Spanish gin collection
The Spanish serve may not have been enough to get Rafa Nadal to another Wimbledon final, but it was good enough for Orwell and Hemingway, drinks distributor Morgenrot points out. Looking to tap in to the current gin boom, it is bringing five of Spain’s finest gins to these shores, with offerings from Granada, the Canary Islands and Catalonia. 0845 070 4310
Concha y Toro new labels
South American flair might have been notable by its absence at the recent World Cup, but this Argentinean wine producer is looking to make up for the shortcomings of Messi and co. Its on-trade exclusive range has been rebranded to stand out on the back-bar and give it a modern, clean look to appeal to young adult drinkers. The makeover is part of Concha y Toro’s renewed focus on the on-trade. www.conchaytoro.com
Sheppy’s Low-alcohol Classic Cider
Gone are the days when cider was a shortcut to merriment quaffed on park benches or by accordiontoting comedy bands from the West Country. Sales of low-alcohol cider grew by 30 per cent last year, which is why Sheppy’s has unveiled this bid to deliver all the flavour of their traditional cider, but with an ABV of just 0.5 per cent. www.sheppyscider.com
The fruit cider boom shows no signs of abating, and Kopparberg has gone to that posh greengrocer on the other side of town for this new variant. Available initially to Greene King pubs, the recommended serve is over a “mountain of ice”. For more on Kopparberg and mountains, see p30. www.kopparberg.co.uk
Fentimans Rhubarb and Yuzu tonics
With the pimping of G&Ts going from strength to strength, Fentimans is exploring the classier end of the allotment with these two new mixers. The pink rhubarb variant is billed as “reminiscent of vintage sweets” (Vintage? Hang on, we remember them, surely we’re not that old?). Yuzu, meanwhile, is an East Asian citrus fruit – somewhere between a tangerine, a lime and a lemon, but tastier than that sounds. www.fentimans.com
trade.inapub.co.uk p8-9 stuff.indd 11
ad page2.indd 12
PEOPLE'S CHOICE AWARDS 2018 We know you guys, you’ve been waiting all summer to find out who’s won. No, not the World Cup, not even Love Island – but the Inapub People’s Choice Awards 2018. After all, who doesn’t want to find out what the people’s favourite whiskey actually is (hint: it’s not Jack Daniel’s this year)? Perhaps you have been wondering what is your punters’ preferred pint of ale (hint: it’s not Doom Bar for the first time)? Or their choice of gin? Tonic? Craft beer or wine? We’ve got all the answers right here on these pages for you. In order for us to be able to compile this chart, hundreds of pub-goers answered our call-out to respond to an online survey a few months ago. They were asked 20-odd questions about their favourite drink brands to have in pubs – all the questions were open-ended, so we got a true reflection of their preferences. There was no prompting from us, the format was simply to ask: when you are in a pub what is your favourite brand of X? This is an annual exercise for us and while some of the results are never that surprising – Coca-Cola, Diet Coke and J20 have been placed in the top three soft drinks since our inaugural awards – there are always a few shocks in there to make it interesting. Out of the major suppliers, Diageo
p13-14-18-19-20-21-24 people's choice.indd 13
and Heineken emerged with the most golds (five and four accordingly), while new winners for this year include Jameson Irish Whiskey, Fever-Tree and Gordon’s Pink Gin. But you’ll have to check out the full feature to see exactly which gongs they’ve gone home with, so read on and we’ll reveal all...
People’s All-time Favourite Drink Brand Gold: Hobgoblin
The people have spoken, and they have chosen Hobgoblin, the ruby red ale brewed at Oxfordshire brewery Wychwood, as their all-time favourite tipple. Originally brewed as a special wedding beer for a local landlord’s daughter, the brew proved such a success that in 1996 it went into general production. Fun fact – when the first bottles rolled off the production line they became the first bottled beers in the UK to have a pictorial front label, rather than just words. Maybe it was the funky labels, maybe it was the “deliciously dark” beer, probably it was both, but the brand proved a hit with younger drinkers
and it soon became the brewery’s flagship beer, not to mention the “unofficial beer of Halloween,” of course. Now it can add being the nation’s all-time favourite drink brand to the list of its achievements as well.
Silver: Guinness Bronze: Gordon’s Gin
People’s Favourite Soft Drink Gold: Coca-Cola
The fizzy drink’s post sugar tax, Elvisinspired campaign declared: “they don’t make ‘em like they used to. We do.” The activity was intended to emphasise that the classic American drink will be remaining the same despite its sugar levels falling victim to the levy. Not so for the rest of the range though – the company has worked hard to ensure that 95 per cent of its portfolio is exempt from the levy. And, given Coca-Cola has been the People’s Choice for soft drinks ever since the inaugural awards, we agree it’s best not to mess with a classic.
Silver: Diet Coke Bronze: J20
People’s Favourite Tonic Gold: Fever-Tree
A worthy winner, given all it has done to transform the tonic category over the last few years – and now it is turning its attention to pub gardens too. Why should “beer gardens” be called so? There are many lovely drinks to enjoy al fresco and a G&T is most certainly one of them. That’s why we’re embracing the brand’s roll-out of its G&T Pub Garden Awards across UK pubs, in a bid to “wave goodbye” to the mainstream lager brands’ domination of pub gardens across the land.
Silver: Schweppes Bronze: Britvic
14 AUGUST 2018
p13-14-18-19-20-21-24 people's choice.indd 14
People’s Favourite Lager Gold: Stella Artois
It may have been knocked off the top spot by Peroni in 2017 but that was only temporary, as the “reassuringly expensive” lager is back in the top spot again this year. That may in part be due to a renewed focus on the on-trade for the brand, with brewer AB InBev recently trialling a “beer and bites” campaign in pubs and bars. The activity is based around food and beer pairing, offering olives with every Stella purchased, in a bid to encourage drinkers to linger a bit longer in the pub.
Silver: Peroni Bronze: Budweiser
trade.inapub.co.uk 23/07/2018 13:38
A S A VA LU E D M E M B E R O F T H E D R I N K S T R A D E
YOU ’ RE INVITED W ED N ES DAY 15T H AU G U S T MUD CHU TE FA RM , LOND ON
T O B E F I R S T T O S C A L E T H E S N O W -T O P P E D S U M M I T O F
KO PPA RM O U NTA I N Adventure through glistening streams and alpine trees, all to the beats of live DJs with a range of Kopparberg products to try! To RSVP please visit www.kopparmountain.com This event is exclusive and complimentary for drinks trade members only. Over 18’s only. Registration required. You may be required to provide proof of age on entry.
ad page2.indd 15
ength avy Str ub N ry Batht on D d n r Lo ry sD feate old Bee ll tsw nba Co nno are Ca sR y Gin lar Dr rgh Pil on ho nbu ur o nd Fo Edi Lo of S ’s an ng Ki
tb Ma ou rt rn in eS M so tre ille n’s n r’s Yo r ks gth hir Op e ihr Pink Plym P epp outh er Navy Stren Sipsm gth ith Lon don D ry Tanqueray London Dry Ma
Mil ler ’s id G in Pink ster Salcom be Silent Po ol Tarquin’s Cornish
ird eB l t Lit .3 7 d No key 4 n Roa llo Mo e b oir to Terr Por orge e G St. o. Ten eray N Tanqu Dakin Thomas s er Warn Edward Rhubarb
Adna ms S loe Bath tub Old Bat Tom h Bro tub Sl oe c k ma Ch ns Ha ase A ym ge d an Slo ’s ea O ld nd To Mu m lbe
e Slo ’s om an dT ym Ol om Ha ld T n’s se ’s O Jen ley loe g m S ld To Lan outh se O m Ply icen tic L Poe loe ith S loe Sipsm ards S r Edw Warne
Adnams ouse Copper H n Aviatio y D y r t Isla tanis nn o u B r The Cao 48 t gan ve Ele ro ’s e s a ilg dd Ch Ch Do
Beefeater 24 Bombay Sapphire Boo dles Bull do g Ch ase GB Ch Ext a ra D EL se S evi LC ry l Fif l e Ba O ty r an Po tch N ge un o. 2 ds
THE ULTIMATE GIN & TONIC PAIRING GUIDE
Gin is only as good as the tonic it’s paired with. That’s why our award-winning tonics have been carefully crafted to complement the varied flavours of gin. Find the perfect tonic water for your favourite gin at fever-tree.com
ad page2.indd 16
NAMED TONIC OF CHOICE BY THE WORLD’S TOP BARS AND RESTAURANTS *
Named tonic of choice by majority of world’s top bars and restaurants sur veyed. Leslie Henry Research, 2016. TM Fever tree Ltd.
ad page2.indd 17
People’s Favourite Cider Gold: Strongbow
Such has been the buzz around its sibling Strongbow Dark Fruits, it would be easy to forget how popular this cider remains with UK pub-goers and what a key part of the cider category it remains. It might be made in Herefordshire, the heart of cider country, but drinkers from all over the UK go for what owner Heineken describes as its “thirstquenching” taste. This summer will see the brand pitch up at a number of music festivals, such as The Isle of Wight and Kendall Calling, luring in yet another generation of loyal Strongbow fans.
Silver: Thatchers Bronze: Aspall
MAKE THE WINNING CHOICE p13-14-18-19-20-21-24 people's choice.indd 18
People’s Favourite Fruit Cider Gold: Strongbow Dark Fruits
The people have made their choice and they are not wrong – this Strongbow variant has transformed not just the brand but the entire cider category since its launch in 2013. Such is its popularity that most of the growth in cider is currently coming from draught fruit cider, and most of that is generated by this one. By moving fruit cider out of the fridge and onto the tap, owner Heineken has managed to draw more women into cider and shift the drink outside of its traditional heartland and into new areas of the country. It is predicted that by 2023 almost half of draught cider sales will be fruit cider.
Silver: Kopparberg Bronze: Bulmers
People’s Favourite Craft beer
Gold: Brewdog Punk IPA
The self-styled rebel brewer pips Sharp’s brewery and its Doom Bar brew to the post, to top off yet another successful 12 months for the business. Having raised £10m in the UK to fund expansion earlier this year, the brewer has just launched its latest round of crowdfunding in the US, where it is aiming
STOCK BOTH STRONGBOW ORIGINAL AND STRONGBOW DARK FRUIT AND SELL 62 PINTS MORE PER WEEK* *Compared to stocking Strongbow Dark Fruit with the next best-selling apple cider. Source: All data is based on CGA CSDI Data to April 2018 - QTR TY vs YA
p13-14-18-19-20-21-24 people's choice.indd 19
to raise $10m, in typical style – dropping taxidermy fat cats from a helicopter over New York. It is promising to try and open a Brewdog bar in any city where more than 500 people take a share (shares which are selling for $50 a pop). For anyone investing more than $50,000, the company is promising to create a fully functioning Brewdog bar in their home.
beers such as Dublin Porter and Golden Ale – heck, even the lager (Hop House 13) has smashed it. Genius indeed.
Silver: John Smith’s Bronze: Shipyard
Silver: Doom Bar Bronze: Meantime London Lager
People’s Favourite Cask Ale Gold: Hobgoblin
Proving that this beer isn’t just for Halloween, Hobgoblin has gained not one but two golds this year – here and as the people’s all-time favourite drink brand (see p13) as well as a silver in the bottled ale category. Last summer’s tie-up with Spotify to celebrate the world’s “unsung heroes” helped broaden the brand’s reach, moving it out of its traditional association with October 31, while still playing on the brand’s heritage.
Silver: Doom Bar Bronze: Timothy Taylor
People’s Favourite Keg Ale Gold: Guinness
You’ve got to give it to Guinness, the brand has consistently remained on top despite the beer scene undergoing a dramatic shift in recent years, as proved by its placing in this category. Genius marketing is part of its success, of course, but there’s more to the Black Stuff than fancy ads, as it keeps even the craftiest of craft beer fans coming back for more. Even more impressively, it’s a global brand that has managed to carve a slice of the craft market for itself via spin-off
20 AUGUST 2018
p13-14-18-19-20-21-24 people's choice.indd 20
People’s Favourite Bottled Ale
Gold: Newcastle Brown Ale This ale appears to be undergoing something of a revival. Originally launched all the way back in 1927, the beer is riding the crest of the retro wave back into the nation’s affections. Heineken says its characteristic colour and flavour is achieved by using a combination of pale and caramel malts. As a result, this brew is, to quote beeradvocate.com, one of our last oldschool brown ales in the UK.
Silver: Hobgoblin Bronze: Brewdog
trade.inapub.co.uk 23/07/2018 13:39
People’s Favourite Wine Gold: Hardys
Owner Accolade has heavily invested in this brand, as part of its deal to be the official wine of England cricket. This year a new £1m campaign, “The Rules According to Hardys”, will run through the summer, including new TV ads on Channel 5. The campaign reflects the “quirky ways” British families interpret the rules of the game and spend time together, according to marketing director David White. The brand’s on-trade presence was also recently boosted with the news that Hardys Sparkling Pinot Noir will be one of three sparkling wines to replace Champagne in Wetherspoons outlets across the land, as the operator looks to replace the EU brands in its offer ahead of Brexit (the other two were English fizz brands, in case you were wondering).
Silver: Jacob’s Creek Bronze: Jack Rabbit
People’s Favourite New Drink
Gold: Gordon’s Premium Pink Distilled Gin
This berry-flavoured gin launched just over a year ago and gin fans were tickled pink – so much that it has already been deemed a huge success for owner Diageo. As the variant moves into its second summer on the shelves, Diageo has invested in a campaign, creating a “playful” TV ad that pokes fun at the nation’s obsession with Instagramming photos of food and drink, which it hopes will help maintain its popularity with drinkers.
Silver: Echo Falls Vodka Bronze: Magners Dark Fruit
p13-14-18-19-20-21-24 people's choice.indd 21
Americano and Nitro Latte – are now available to pubs in cans. The former is also available from a tap – “mesmerising customers with the settling effect caused by nitrogen,” says brand owner Nestlé Professional.
Silver: Lavazza Bronze: Illy
People’s Favourite Energy Drink Gold: Red Bull
People’s Favourite Tea Gold: Yorkshire Tea
We are a nation of tea lovers, as reflected in this award, which the results reveal to have been a closely fought contest. Nevertheless, one worthy winner emerged triumphant and Yorkshire Tea took the crown. The brand trades off its very Britishness – it is the official brew of England cricket and has recently joined forces with The Daily Telegraph to find Britain’s best garden. It has also become something of a social media sensation, particularly on Twitter, where it tweets such gems as: “Tennis players are well known for their love of strawberries and cream – but it’s not all they eat. They actually enjoy a wide range of foods, including boiled eggs, Red Leicester cheese and cress.”
Silver: Twining’s Bronze: Tetley
People’s Favourite Coffee
Gold: Nescafé When the Inapub team were still all in short trousers (even the girls) this coffee brand was known as “coffee at its best” – at least according to its own legendary ad campaign of the time. It seems the great British public still agree with the statement though, as they’ve voted this their favourite pub coffee brand. That’s not to say the brand is stuck in the ’80s though, oh no, as the recent launch of Nescafé Azera Nitro neatly demonstrates. Two variants – Nitro
p13-14-18-19-20-21-24 people's choice.indd 22
Now considered a stalwart of the back bar – or front bar if your pub has one of its branded fridges – the team behind the energy drink in the UK has a new focus on the ontrade for this summer. This year, for the first time, the Red Bull bods have launched a marketing campaign aimed at driving footfall into pubs and bars. To get involved, licensees should take a picture of this summer’s limited edition can in their outlet, then post the image to Instagram using the hashtag #keystoyourcity – the bespoke case wrap for the can (also a first for the brand) will give you more details. On the consumer side, the energy drink has partnered with music app Shazam, to offer drinkers a calendar of local events and a key to claim a free drink in their local city
Silver: Monster Bronze: Lucozade
People’s Favourite Vodka Gold: Smirnoff
No surprises in this category, as one of the world’s most recognisable brands gets voted as the UK’s favourite. Of late the vodka has been using its marketing might to champion women in music with its Equalising Music campaign, aimed at addressing the gender imbalance in the industry. It is also maintaining its close links
trade.inapub.co.uk 24/07/2018 09:59
ad page2.indd 23
with the LBGT community, joining forces with Jonathan Van Ness of the Queer Eye phenomenon (not seen it? Set the remote to Netflix without delay) for New York Pride in June. “Inclusivity is a part of our brand’s DNA,” says the vicepresident for Smirnoff at Diageo North America, Jay Sethi.
Silver: Grey Goose Bronze: Absolut
People’s Favourite Gin Gold: Gordon’s
By our calculation there are now 7,893 gins on any given backbar in the land, but still this old friend emerges as the people’s favourite. It got a smart new look a couple of years back, which has no doubt help keep the brand fresh in a market full of new entrants, and the new design makes much of its 250-year history, giving prominence to founder Alexander Gordon’s signature. It has also been supported with heavyweight advertising campaigns and other marketing activity over the last few years, all of which added together have made this brand pretty ginvincible (sorry).
Silver: Bombay Sapphire Bronze: Tanqueray
People’s Favourite Whisk(e)y Gold: Jameson
This is the first time in this award’s history that Jack Daniel’s has not taken the top spot – so maybe there is something in all those expert predictions that Irish whiskey will be the next big thing? Aside from the vote of consumer confidence here, there are signs that the spirit is has taken off in a big way across the world and this brand is a beneficiary of that - figures from research group the IWSR show that it grew 12 per cent in volume sales last year up to 6.5 million nine-litre cases sold globally, making it one of the strongest performing
p13-14-18-19-20-21-24 people's choice.indd 24
spirit brands of 2017.
Silver: Jack Daniel’s Bronze: Bell’s
People’s Favourite Rum Gold: Captain Morgan
Pretty sure Eoin Morgan is going to be as pleased as (rum) punch to be voted as the nation’s favourite captain… what do you mean, wrong Captain Morgan? Oh right, yes, it’s Captain Morgan rum, of course, another win for Diageo in these awards. With rum tipped by some as the new gin it may well be worth stocking some of the best-selling brands to stay ahead of the curve and using them to make some of the more popular rum-based drinks you can easily make more out of this spirit than simply splashing some cola on it. Check out some Tiki classics for inspiration – and never mind Eoin, better luck next time.
Silver: Bacardi Bronze: The Kraken Black
People’s Favourite Shot Gold: Jägermeister
Proving it has potential beyond the shot market, Jägermeister launched its very first cocktail competition back in June this year. The Meister Hunter competition is aimed at getting people to change their perception of the herbal liqueur from simple shot to a more versatile ingredient in cocktails and simple mixed drinks. The competition was open to all bartenders with the winner set to receive £3,000 and a trip to Wolfenbüttel, the home of Jägermeister in Germany. Regional heats are taking place now with the final on September 20-21 in Manchester.
Silver: Corky’s Bronze: Luxardo Sambuca
S U P P O RT E D BY
2 .1 m
GORDONâ€™S PINK GIN THE BIGGEST O N -T R A D E SPIRITS L AU N C H I N THE LAST DECADE 1
1 CGA OPMS MAT to 19.05.2018
ad page2.indd 25 GORDONS_PINK GIN_INAPUB_01.indd 1
20/07/2018 17:23 20/07/2018 15:29
A WITTY COMEBACK
James Evison checks out a pub that knew how to handle an online insult
It is so easy on social media to be aggressive, but don’t attack — you have to rise above it
p26-27 famous for.indd 26
It is the bane of publicans’ lives – the terrible and unfair online customer review. Often it is based on half-truths. Possibly, the “customer” has not even visited the pub, and simply has an axe to grind. But how do you respond? One pub has found a unique and heartwarming response. Stuart Fox and Julian Crowley didn’t even plan to become publicans, but in 2016 they took over the tenancy of Ei Group’s White Horse in Dover, Kent, after careers as an NHS nurse and an officer for P&O ferries respectively. “A massive and expensive career change in your early 40s sounds like lunacy, doesn’t it? But how could we not? The pub had come up for sale after a couple were retiring and we thought: let’s do it.” But six months ago, after a promising start with a 71 per cent increase in sales – and reaching the top of TripAdvisor for the Dover area – it received a scathing online review. They decided to fight back. Stuart says: “It wasn’t actually a TripAdvisor review, it was posted on Google. He said “expensive, not a pub, more of a restaurant, Poser’s (sic) sat at the bar.” Immediately, Stuart and Julian screenshot the review and posted it on The White Horse’s Facebook page, asking their customers: “who wants to step up and be the poseur?” They received an “overwhelming” response to the request – and Stuart and Julian decided to turn it into a social media campaign for the pub, resulting in the duo winning their pubco’s marketing award of the year last month. Stuart says: “We are already really out there on social media, but we wanted to take
it a step further. “I know a local chalkboard artist, and we decided rather than having something like ‘traditional homecooked meals’ on the blackboard behind the back bar, we would have ‘Poseurs at the bar’. We would then encourage people to go on Instagram and other social media using #poseursatthebar with shots of them below the sign.” “It’s been great. We had people coming in from everywhere to have their picture taken – we’ve had ‘Gin lesbians at the bar’, ‘Germans at the bar’, the list goes on and on.”
Don’t get dragged into it
Images on Instagram show how lighthearted the response to the review was – and also how the licensees took ownership of the narrative. Stuart explains: “It is so easy on social media to be aggressive, but don’t attack, don’t go on the offensive – you have to rise above it.” He refers to a TripAdvisor review where the pub was criticised for not being able to offer a table as it was fully booked – and therefore ‘turning away’ custom. “Just reply politely,” he continues, “don’t give in to them. For the lady that said it was ‘nice to know you are turning away customers’, we just replied ‘we can’t turn away paying customers who have booked weeks in advance’.” He also added a cheeky side note. “We discovered she had given the White Cliffs of Dover, which is obviously a world renowned tourist site – only a two-star review. So, we referred to that, and said ‘sorry your trip to Dover and the White Cliffs wasn’t to your satisfaction.’”
trade.inapub.co.uk 24/07/2018 02:32
The White Horse, Dover, Kent Ownership: Ei tenancy h Offer: Traditional Britis ge ran de wi d, homemade foo of beers & gins t Social media: Check ou ar #Poseursattheb
It is also important to keep things in perspective. A quick overview of the pub’s customer reviews online shows an overwhelmingly positive response from the majority of customers – many posting extensive, well informed reviews of the pub’s offer. In the end, the message is pretty simple for publicans using social media and gauging the level of response required. “The most important thing is to be positive,” Stuart concludes.
trade.inapub.co.uk p26-27 famous for.indd 27
RICHARD MOLLOY “It must be lovely just standing there chatting to people and pulling pints all day”. I love that one. We’ve all heard it and it usually arrives with impeccable timing – just after you’ve removed those rubber gloves and washed your hands after unblocking a urinal or clearing a drain; an hour after degreasing the deep fat fryer; the same night you had to fire someone for stealing cash or drinking your stock… It’s a simplistic view and it does nobody any favours; least of all the disenchanted builder dreaming of giving up the hard slog for a utopian life of drinking every night and having a laugh with his mates, or the couple that sell their house and move to the country because they’ve always dreamed of retiring to run a pub in that place they got engaged. The reality is, of course, very different. It is a very rewarding job at times, but it’s much more multi-faceted than many would believe. It’s a position, a standing. Being a publican is being there for everyone and expecting nothing but custom in return. It’s about being an ear for those that want to talk; a shoulder for those that need to lean. It’s about being the only beacon for passers-by in distress on a Monday night. It’s about checking up on Old Jean on a Friday lunchtime (because she’s normally always in at 11 and you know that her family don’t give a shit about her). It’s about forgiving that overzealous Saturday night punter when they apologise on a Sunday morning. We’re often at the centre of a community that is fast forgetting its communal spirit. The banks have closed, the butcher’s is a charity shop and everybody buys their newspapers from the Tesco Local, but the pub remains. We’re the eyes and ears. We know who’s just lost their job and why. We know who’s won a thousand quid on a scratch card. We know who’s had to have a month off the beer because they’re on tablets after bringing home a special disease from some of the friendlier locals they met on that stag night in Prague, and we know
p28 Rich Molloy.indd 28
We’re a living, breathing Siri. We’re Friday night DJs and Sunday afternoon football pundits. We’re what customers need us to be, when they need it Richard Molloy is director of four-strong pubco White Rose Taverns and the microbrewery Platform Five. Read more of his work on trade.inapub.co.uk
that his missus thinks it’s a water infection. People tell us everything. We’re a confessional for the loose-lipped and lubricated. We nod and sympathise; offer advice and rarely judge. We provide a psychiatry service for the price of a pint and even throw in a pint for good measure. We’re a living breathing Siri: knowledge of bus routes and times, sports results and fixtures, TV schedules and much more is expected of the guardians of the bar and a good landlord will utilise the whole pub to come to the correct answer before anyone has time to Google it. We’re Friday night DJs and Sunday afternoon football pundits. We’re Tuesday afternoon comedians and Wednesday teatime politicians. We’re Thursday night quizmasters and Saturday night bouncers. We’re what customers need us to be, when customers need us to be. As landlords and landladies we believe we run our pubs, but the truth is that the pub runs us and we just roll with the tide. We think on our feet and react. We never know what the next creak of the bar door will bring or what we’ll have to do to deal with it. It’s part of the attraction and if you don’t love the challenge, then you shouldn’t be in this game. And if you’re really good at your job then your customers will think that all you do is stand behind the bar chatting to people and pulling pints all day.
trade.inapub.co.uk 23/07/2018 15:28
TRY SMIRNOFF VODKA, SODA AND A BURST OF FRESH LIME IT UR
L SO DA
25 M L S M
LI M E
SMIRNOFF is Rthe largest and most Eloved spirit brand in the UK, with 63% volume share1 SMIRNOFF is in +1.2% value growth and +0.3% YOY volume share growth1 59% of cocktails contain vodka1
PLEASE DRINK RESPONSIBLY 1
ad page2.indd 29 SMIRNOFF_SODA_LIME_SMASH_INAPUB_03.indd 1
CGA OPM MAT to 21.04.2018
20/07/2018 17:25 20/07/2018 15:58
drink Have you heard of “prinks”? It’s what all the youngsters are having these days. They are what used to be known as having a drink before you went out — or pre-loading — and these days, as Amanda Grabham, marketing director at SHS Drinks (owner of WKD) told me, are an integral part of a night out. So much so, in fact, that there comes a point in the night when a decision has to be made about whether to make it a night out after all or if it will remain a night in. This is bad news for pubs and there is worse to come for, over in the US, where drinks trends tend to be born, new Mintel research shows more than half of Americans now say they prefer drinking at home. That same piece of insight suggests three in 10 younger millennials (24- to 31-year-olds) choose to drink at home because they feel it takes “too much effort” to go out. Drinking at home is perceived as “more relaxing” by 74
with ROBYN BLACK
per cent of millennials, cheaper by 69 per cent and more personal by 35 per cent. Some 38 per cent are choosing to drink at home because they find it easier to control their alcohol intake that way. What to do? Well, consider this: you can’t Instagram much from home. Like it or loathe it, that’s how we in the pub industry need to think now. Is this drink, this meal, this interior, this Saturday night providing an experience people will enjoy enough to share it on social media and which will, crucially, persuade them and others to put down their prinks and come back to your venue for another night out? It all comes back to that experience economy we keep hearing about (see the new Coca-Cola summer campaign below) — today’s pub is less a provider of pints than a creator of experiences. As Amanda says: “The on-trade must provide a reason for those drinks in to become drinks out.”
It all comes back to the experience economy — today’s pub is less a provider of pints than a creator of experiences
KOPPARBERG • KopparMountain Publicans are invited to visit the KopparMountain on August 15, ahead COCA-COLA • Summer of experience of the general public, as the brand Whale watching in Iceland and meditating in Italy are among looks to thank the industry for its supthe prizes on offer to Coca-Cola drinkers in pubs this summer. The brand is hoping the activity will tap into the popularity of the “experience port. The event in London includes a economy” and will run across glass bottles of Classic, Zero Sugar and Diet Coke. giant slide and real snow. Register your interest www.KopparMountain.com HEINEKEN • Green Room Licensees who take on Heineken, Heineken Extra Cold or Heineken 0.0 could win VIP tickets to a show at Scotland’s SSE Hydro Arena. The brewer is also offering customers the chance to win with every first pint of Heineken ordered.
30 AUGUST 2018
p30-31 drink intro.indd 30
trade.inapub.co.uk 23/07/2018 22:59
Made from discarded coffee berries (hence the name) this is described by owner William Grant & Sons as a “revelation in vermouth”. To make it, the berries (called cascara) are steeped in alcohol and blended with a fortified wine plus other botanicals. The result is said to be full of complex, deep, rich and fruity flavours. www.discardedspirits.com
Franklin & Sons Epicurean collection
Aimed at adventurous drinkers who are after something new, this four-strong range is made of dual-flavoured tonic waters — rosemary & black olive, pink grapefruit & bergamot, rhubarb & hibiscus, and elderflower & cucumber — that are designed to work not just with gin but an array of other spirits as well. franklinandsons.co.uk
Look out for... Ceder’s
This non-alcoholic “alt-gin” is working with Pernod Ricard in the UK to gain distribution in pubs and bars. There are three variants in the range — Classic, Wild and Crisp — all made with wild botanicals from South Africa. 020 8583 4406
Kenneth and Jack
Camden Town Brewery is trying to reinvent the pint glass with its new branded glassware. Named after their creators — the designer of the London black cab, Sir Kenneth Grange, and Jack Smith, one half of design duo SmithMattias — the first was created for the brewery’s Hells Lager and the second for the rest of its beers. Pictured is the Jack. sellmebeer@ camdentownbrewery.com
trade.inapub.co.uk p30-31 drink intro.indd 31
Rehabilitation by ROBYN BLACK
In the nightclub sector RTDs
of the RTD
RTDs were the darlings of the 1990s but, despite what you may have heard, they remain relevant today. There are still plenty of pockets for growth – think mini festivals, giveaways and mixing things up with cocktails.
are up a staggering 27 per cent in value.
RTD is not a dirty word. So says Jen Draper, head of marketing at Global Brands (owner of VK and Hooch, among others) and it’s not difficult to see why she feels there are too many preconceptions about pre-mixed drinks. They are generally considered to have lost the sheen they had in the 90s; over-shadowed by the success of fruit cider, and in decline. That last statement is certainly true – whichever way you dice it RTDs are in overall decline, to the tune of four percent over the past year in terms of volume (CGA MAT March 2018). However, that’s not to say there aren’t some significant pockets of growth. In the nightclub sector they are up a staggering 27 per cent in value. In circuit bars they are up three per cent in value and even in wet-led pubs they remain flat, likely held back not by a lack of popularity for them but by closure rates in the sector (all CGA to end April 2018).
Eyes on the target
The VK range, under Jen’s wing at Global Brands, is up 12 per cent in volume she says. “VK is bucking the trend and I’d say that was down to our unwavering focus on our target market, who we make a huge effort to understand rather than just putting them all in this one millennial bucket that everyone seems to talk about,” she says. “A 34-year-old like myself is a millennial
32 AUGUST 2018
p32-34-35 RTDs.indd 32
but so is someone who is 24, and we want very different things.”
A common thread among this group though, is the desire for experiences – fuelling the so-called “experience economy” that means licensees these days must be as much event manager as pint-puller. Here the RTD brands are hoping to make a difference. “We are doing a lot of added value stuff in the pub sector,” says Jen. “We have taken our experience in the late-night sector and are translating that for pubs. For example, with Hooch we are setting up mini festivals in beer gardens with giant deck chairs, DJs, giveaways and cocktails made from Hooch. It’s about creating a bespoke experience they can’t get anywhere else. “Younger millennials are also very much about collaboration and having a conversation with brands they like, so with VK we launched our flavour campaign, where we asked them to suggest the next new flavour for the range. “We had thousands of suggestions, some really crazy ones such as bacon & eggs or ham & cola, which we’ve got down to four (watermelon, wild berry, violet and raspberry & pineapple) that we’ve invited people to vote on. “The winning flavour will be launched
trade.inapub.co.uk 23/07/2018 23:34
ad page2.indd 33
RTD brands have embraced the importance of experiences to millennial drinkers, with mini festivals helping drive sales
We have taken our experience in the late-night sector and are translating that for pubs. For example, with Hooch we are setting up mini festivals in beer gardens with giant deck chairs
this September,” (at the time of writing watermelon was in the lead). All this effort will come to naught, however, if publicans themselves fail to recognise the important part RTDs still play in a pub’s range, points out Amanda Grabham, marketing director of WKD-owner SHS Drinks. “Of course, RTDs perform on highenergy occasions, and if you are a pub that caters for 18 to 25-yearolds on a night out then you should serve RTDs, but there’s also a reason why RTDs sell phenomenally well at festivals – they are a sessionable four per cent ABV and refreshing. “For this reason, we have so far had a great summer with the weather and football driving sales of WKD in pubs.” It is still difficult for many licensees to justify much fridge space for RTDs, however, given the pressure soft drinks and craft beer put on space. That’s why Amanda suggests focusing on the biggest sellers for the most part. “The top-selling brands are WKD and Smirnoff Ice, which are worth £65m, the other eight RTDs in the top 10 combined bring in £68m, so it’s extremely important to get your ranging right. While people do get excited about innovation, it’s a mistake to overlook core brands,” she says.
Mixing it up
And talking of innovation, WKD has been busy in this area in recent years – launching
34 AUGUST 2018
p32-34-35 RTDs.indd 34
a cocktail inspired range, MXD, as well as a low-calorie version, NKD. The three-strong MXD range was inspired by fans of the brand themselves using WKD as a cocktail ingredient (in outlets where WKD variants are used in cocktails as well as standalone drinks, the company sees a 30 per cent uplift in sales, Amanda says) and is intended for pubs and bars that don’t have the capacity to make cocktails but would nonetheless like to serve them. NKD, meanwhile, is aimed at younger Millennials and, longerterm, Gen Z (born around 19952005) too as they start to hit legal drinking age. “We are quite early to land with NKD but we do predict growing demand for lower-sugar and lower-calorie options and see this as a huge longer-term opportunity,” explains Amanda. “Currently we are seeing higher sales in the off-trade, partly because the sugar issue isn’t huge in the on-trade – yet. “It’s also harder to communicate the lowcalorie message in the on-trade but where we are managing this, such as in the Slug & Lettuce chain where it is featured on the menu and marked as containing 95 calories, we are getting a phenomenal reaction from drinkers.” One trend WKD won’t be looking to exploit, however, is craft – Amanda is firm there won’t be a WKD Craft anytime soon. “That’s not to say WKD isn’t still relevant to craft consumers, though,” she explains. “What’s appealing about craft to this
trade.inapub.co.uk 23/07/2018 23:34
How to engage Generation Z generation is ‘authenticity’ and WKD is a brand that remains true to itself and that makes it still relevant.”
A crafty move
Other RTD brands have gone for the craft crowd, however. Global Brands has its craft alcoholic soda, Crooked, and its Hoopers range, while newcomer The Longflint Drinks Co was created by people who used to work in a craft brewery in London’s trendy Hackney area. Longflint co-creator James Law says he took, “huge inspiration from the craft beer scene and applied to a dusty, somewhat pilloried category,” to create the brand. “There’s been a general lack of innovation in RTDs in recent years and the industry is as much in the doldrums as beer was before Oakham Ales, Thornbridge, The Kernel and Cloudwater came along,” he says. “We talk about creating, not recreating. Our Hibiscus Flower Gin Tonic, for example, is unique to us. We cold brew hibiscus flowers before combining them with natural quinine and East London Liquor Company’s London Dry Gin to create a spin on the classic. It’s recognizable as a G&T but it’s about as far away from the original as we can take it.” The company also produces a Ginger & Rum Fuego (rum, ginger juice and red chili); a Rhubarb & Vodka Seltzer (rhubarb juice, vanilla tincture and organic vodka) and a Rose Hip & Gin Fizz (rose hips, tonic water and gin), among others in the range. “In this post-craft beer world people are looking for stories and experiences other than straightforward everyday drinks and we’re trying to provide a bit of that,” James concludes. And to show people, indeed, that RTD is not a dirty word.
By Jen Draper, head of marketing at Global Brands The number of sponsored influencer posts on Instagram doubled last year according to research by 1 Klear - bombarding consumers with messages from every angle. It’s a crowded space, and brands need to innovate if they want to be heard
Younger millennials and legal drinking age Generation Z don’t want to be told what to do, or to buy by a brand or a sponsored post, they want to get involved and feel that they have been a part of the decision-making process. We already have a loyal following among 18-24-year-olds and fans of VK are genuinely passionate about the brand and we wanted to take this opportunity to develop something truly unique, but most importantly, in collaboration with them. This is exactly what we have set out to do in our latest multi-channel campaign – our first ever nationwide hunt for the next VK flavour. VK is the number one traditional RTD in 2 the UK’s on-trade channel and by opening this competition to all consumers it ensured that we could reach not just our core student demographic but also our younger millennial and legal drinking age, Gen Z. The fans were asked to suggest a brand-new flavour with the chance to have their creation added to the VK drink line up. With over 33,000 suggestions submitted and reaching more than 6 million consumers on social media, VK opened up the most popular four flavours to a public vote on 4th July supported by a hyper-relevant influencer campaign. Our focus continues to be on innovation – with our products, our brands and how we promote them. More so than ever before, marketing messages need to be meaningful and resonate with your audience. Get that right and not only will you have a loyal brand following but you will also support retailers and drive more sales at the bar. 1. https://klear.com/blog/state-of-influencer-marketing/
trade.inapub.co.uk p32-34-35 RTDs.indd 35
2. Nielsen’s RTD Category update, 52 weeks ending 24/02/2018
ad page2.indd 36
“STOCKING THE TWO BEST-SELLING CIDERS HAS DELIVERED A HUGE SURGE IN RATE OF SALE FOR US” DAREN MUNT
LANDLORD OF HIGHTOWN PUB IN LIVERSEDGE, WAKEFIELD
Q - How long have you been dual-stocking Strongbow Original and Dark Fruit? I’ve been dual-stocking Strongbow Original and Strongbow Dark Fruit for 18 months now.
Q - What was a deciding factor in you choosing to serve both? Introducing Strongbow Dark Fruit was an easy decision to make, I was aware of alternative products on the market but also knew Strongbow Dark Fruit was the most popular flavoured cider on the market. I was also never going to remove Strongbow Original for a lesser product as it’s popular with our regulars.
Q - What benefits have you experienced since serving both in your outlet? Stocking the two best-selling ciders has delivered a huge surge in rate of sale for us. We have also seen lots of customers switch over to Strongbow Dark Fruit from other drinks categories such as lager, where drinkers are looking for something different and even more refreshing, they are now having two or three pints, rather than the usual one.
Q - How many more pints do you estimate you now sell, since pouring both Strongbow Original and Dark Fruit? Since introducing Strongbow Dark Fruit on draught, I now sell on average 264 pints. Strongbow Original has also increased from 88 pints a week to around 220 pints per week since introducing Strongbow Dark Fruit alongside it.
Q - How have your customers reacted to the introduction of Strongbow Dark Fruit/Original? The customers have reacted really positively, they love the flavour of Strongbow Dark Fruit. Many have commented on how refreshing it is.
Q - Would you recommend dual-stocking Strongbow to a friend and/or peer? I would definitely recommend dual-stocking Strongbow Original and Strongbow Dark Fruit. It’s a no-brainer – great profit margins, sells really easily, in high volumes to both men and women. Everyone is happy if you have Strongbow Original and Strongbow Dark Fruit on draught.
Dual-stocking has certainly helped attract new customers to my pub. I now have something on draught for everyone and we are seeing the results of this in our sales.
ad page2.indd 37
eat The football — and the exhausting emotional turmoil of England’s epic semi-final run — is over. Well, until midAugust, anyway, and the beginning of the new Premier League season. The Eat section of Inapub is not where you would normally expect to read about the beautiful game, of course, but this is a call out for beautiful handheld food during football matches. During the World Cup I was dismayed by the lack of pubs providing a special food offer for the footy. Don’t get me wrong, there was plenty of tasty-looking grub on offer on the menus, but when I saw a group of lads taking it in turns to hold a large plate of nachos, while they
Top five autumn snacks The weather has been scorching for the past month but it will turn soon. Get your warming snacks menu ready now. Black pudding Scotch egg Rich and herby, oozing class and warmth. Serve with a porter and you have a match in autumnal heaven. Pumpkin soup The classic autumn dish. Serve with roasted pumpkin seeds and a bit of spice.
with JAMES EVISON huddled together in the middle of a large crowd, I knew something wasn’t right. Every pub I visited had got the drinks offer spot on — things like cash bars for bottled beer on ice — but handheld, easy-to-eat food was lacking across the board. This is a real shame and a missed opportunity. But I think World Cup fever will supercharge even more — if that is possible — our love of football. The ever-exciting Premier League and the return of the England heroes are sure to bring in the punters for next season. So get your smaller food plates and handheld hot snacks menu sorted – and keep cashing in on the beautiful game.
Salted caramel peanut brittle Sugar, water, butter and corn syrup on the hob. Stir in some nuts and whack it on a sheet of greaseproof paper. Easy and tasty Cinnamon apple chips Cut finely, add cinnamon and bake in the oven or fry. Cool and dry them out and then sprinkle with a bit of sugar. Great with a cloudy cider.
Maple syrup pancakes Make some mini-pancakes and smother with maple syrup. An easy seasonal dish for any meal time.
38 AUGUST 2018
p38-39 eat intro.indd 38
trade.inapub.co.uk 23/07/2018 23:54
JERK CHICKEN Heath Ball, licensee, Red Lion & Sun, Highgate, London
“The sauce is made from red onion, mixed peppers, thyme, garlic, soy sauce and more of the jerk seasoning. Caramel for the sauce is made from demerara sugar, ketchup and tomato purée. The sauce is put in a big pot and cooked for about an hour, then the caramel is whisked in — carefully, as it will release a lot of steam while doing this.”
“This is sliced with the skin on, then fried in hot oil until cooked.”
Chicken and marinade
“We do batches of eight chickens cut into eight pieces, with three pieces per portion. For the marinade, we cut the chicken into pieces on the bone, then use ketchup, tomato purée, soy sauce, demerara sugar, garlic, thyme and Tropical Sun Jamaican jerk seasoning. Mix the ingredients together in a big bowl, then add vegetable oil and mix well. We place the chicken in a tray, then add the marinade to the chicken and mix by hand so all the chicken is covered, then we leave it in the fridge overnight.”
p38-39 eat intro.indd 39
“The rice is basmati, to which we add the pot butter, coconut butter, kidney beans plus salt and pepper. When the water has dissolved and the rice is still hot, add in the grated coconut butter and season with salt and pepper.”
Roasts for the by JAMES EVISON
modern age It is still – and probably always will be – a staple of the pub menu, but how can you make sure your roast offer is keeping pace with the times? Get snappy
One of the most important new ways to think about the Sunday roast is to consider how you promote the dish. People love to share pictures of their lunch on social media. Brett Sutton, winner of the Inapub Best British Pub Roast, uses social media effectively to show off his sharing dish – and his enormous Yorkshire puddings give people a reason to snap them, and post online. Another opportunity is to use British Roast Dinner Week in the autumn, sponsored by Unilever Food Solutions, to showcase a roast dish each day of the week. Mark Teed, head of food at Star Pubs, says social media campaigns are a massive opportunity. “It is worth investing in good food photography and captioning it with de-
scriptive text which appeals to customers,” he says. “Describe how crispy your roast potatoes are, how tender the meat is and how rich your gravy.”
Use better-quality meat
It is worth taking a look at what meat you use for the type of pub you are. As Mark explains: “What budgets people have will determine whether yours should be a standard or premium offer. It wouldn’t be appropriate in a community local to have a premium offer, for example.” If you want to premiumise your roast, have slow-cooked rib of beef or beef sirloin, lamb shank or a leg of lamb. Also use local farms, which are free-range or Red Tractor accredited – and shout about this on the menu.
Offer tempting sides
We love a good cut of meat, but sometimes it is all about the sides. Mark recommends having seven high-quality options, such as three-cheese cauliflower cheese, honey roasted carrots, free range pork & sage stuffing, pigs in blankets, extra Yorkshire puddings, creamed mash, and roasted root vegetables. Go local, too – Brett produces a cabbage dish which is cooked in local cider as well as cauliflower sauce using locally sourced cheeses. Mark says: “Don’t forget the condiments, like creamy bread sauce, a good mint sauce, strong English mustard, and cranberry sauce. It’s these finishing touches that make the difference.”
It is often vegans and vegetarians who decide where a group dines out. The most popular vegan roast is vegan Wellington, which can be made with a number of fillings, such as squash, mushroom, smoked tofu or chestnut.
trade.inapub.co.uk p40 roasts.indd 40
EXCEPTIONAL BRANDS TO INSPIRE YOUR EVERYDAY MENUS More than half of consumers would pay more for a dish containing a branded cheese.* Indulge your customers with award-winning products from our professional range.
For recipe inspiration visit lactalisfs.co.uk *Research commissioned by Lactalis Professional, March 2018. n=507 UK consumers.
LC15338_Lactalis_inapub_FP_Ad_W190xH266_AW.indd 1 ad page2.indd 36
19/06/2018 11:13 11:00 26/06/2018
Take their taste buds by JAMES EVISON
on a trip
You can’t beat a good old British pub meal... but these days the nation’s taste buds are well travelled and many punters are looking for something different. Fortunately, many global cuisines are perfect for the pub, and come with their own beers too. Here are a few of the best... Japanese
Why? As Inapub showcased two months ago, Japanese food is ideal for UK pubs. What? Don’t be put off by mental images of raw fish – the Japanese have a vast range of beer snacks perfectly suited to pubs. Supplier Ajinomoto does a range of heatand-serve gyoza (delicious savoury parcels of pork or vegetables), while other options include skewers of anything from chicken to okra wrapped in bacon, sesame chicken wings, or dried eel spines for the true samurai.
Beer: Asahi Super Dry and Kirin Ichiban Shibori are two great lager options. Go premium with Sapporo Yebisu, an all-malt Dortmunder pale lager.
Why? It’s simple. Spicy Thai food and beer are a wonderful match. The creamy and hot sauces are the perfect accompaniment to various beer styles. What? Keep it simple with red Thai curry (a.k.a. Gaeng Daeng) as well as a Pad Thai option. Red curry is normally red curry paste cooked in coconut milk with meat added, and Pad Thai is dried rice noodles, stir-fried with eggs and tofu, flavoured with tamarind, fish sauce, shrimp, garlic or shallots, red chilli pepper, palm sugar and served with chopped roasted peanuts. Beer: The two most popular Thai lagers are Singha and Chang, both of which are available in the UK.. Go premium with Thornbrigde’s Bang Saray, a Thai pale ale brewed with kaffir lime leaves and lemongrass, producing a white head, and an aroma of roses, lemongrass and lime.
Spicy Thai food and beer are great paired together
p42-43 world cuisine.indd 42
Why? Tapas menus have become a staple on the high street and pubs can take advantage of this option, which matches well with a number of beer styles.
trade.inapub.co.uk 24/07/2018 00:45
Tapas menus have become a staple on the high street and pubs can take advantage of this option
What? The top five most popular UK tapas dishes are tortilla Espanola (Spanish omelette), gambas al ajillo (garlic shrimp), croquetas de jamon (ham croquettes), calamares a la Romana (fried squid rings), and patatas bravas, the classic potato cubes in spicy tomato sauce. Beer: Estrella Damm and Cruzcampo are top-performing Spanish lagers. Consider going premium with Inedit, Damm’s aromatic beer developed with former El Bulli chef Ferran Adria as an alternative to wine and widely available in the UK.
Why? Burgers, ribs, hot dogs. We Brits love American food. In a recent study highlighted by Bidvest, people rated ‘the taste of America’ as one of their favourite barbecue options, with 59 per cent of respondents ranking it their top choice. What? Chances are you are already doing variants of American food incorporating burgers and chips into the menu. Just supercharge it with sticky ribs, hot dogs, and mac ‘n’ cheese. Also get red plastic baskets and American condiments such as ranch sauce, Jack Daniel’s original steak sauce, and BBQ sauce. Beer: Coors, Miller, and Bud Light in a cold pint glass. Go premium or craft with Shipyard Rye Pale Ale, Brooklyn Lager, Sam Adams Lager, Sierra Nevada Pale Ale or Lagunitas IPA.
Why? The second-most popular food option after pizza in the UK and consistently the top fast food and dining out choice for Brits. Wetherspoon’s makes curry night a staple of its weekly food offer – as should you. What? The classic Indian-British dishes such as chicken tikka masala, korma and bhuna. But make sure to add side options to upsell to diners, including pakora, sag paneer and naan bread. Beer: Kingfisher and Cobra have long been a part of a British curry night. If looking for a premium beer, go with King Cobra, or if you fancy a change from beer, why not try Peacock, a cider specially made to go with curry?
Why? British love of Italian cuisine shows no sign of relenting, and pizza offers especially are a great place for new licensees to develop a menu. Oh, and pizza is the most popular item in restaurants, second-most popular in supermarkets, and fourth-most popular in fast food outlets. What? Pepperoni, margherita, ham & mushroom, and vegetarian pizzas are staples with spicy beef, pulled pork and chicken added for a premium offer. Most major pubcos offer pizza oven and ingredients support, such as Ei Group’s Barrel Top, as well as independent partnerships like Barrel and Stone. Beer: The standard-bearers are Peroni and Birra Moretti but also consider Birra Del Borgo’s ReAle as a craft pale ale to be served with a premium offer.
trade.inapub.co.uk p42-43 world cuisine.indd 43
BT Sport customers book your free place now We, at BT Sport have partnered with Google Digital Garage to offer free, bespoke training to our licensees. The training, designed
Publicans will also hear from members of the
exclusively for the industry, will include
BT Sport team including Harry Redknapp,
workshops and face-to-face coaching
Lawrence Dallaglio, Steve McManaman,
Ugo Monye and Robbie Savage who will be attending some of the events to talk about
The aim is to help publicans grow their
the upcoming season of sport.
digital skills, focusing on how to make their business more visible online and optimise
Events will run throughout September and
October and will be held at landmark locations across the UK. More details of which are below.
BT Sport licensees book your place at www.btsportbusiness.com/google
When and where are the events?
ad page2.indd 44
17th Sept & 18th Sept
Kingston Park Stadium
Cardiff Arms Park
Ashton Gate Stadium
Free personalised digital training Weâ€™ve partnered with Google Digital Garage to offer our customers bespoke workshops and face-to-face coaching so you can learn how to make your business visible online.
Register now at www.btsportbusiness.com/google
Growing your Business Together *full terms and conditions apply
ad page2.indd 45
play So how was your World Cup? The general consensus seems to be, much like the England team itself, this one has gone far better than the trade could have expected. Apart from for pubs in Wales, the last few major tournaments have brought little but disappointment. This time, though, it was different and the media was awash with positive stories of pubs selling millions of extra pints and social media bursting with clips of fans celebrating joyously (as well as those brilliant Itâ€™s Coming Home movie spoofs). That said, as Gareth Southgate knows, there is still room for improvement. About halfway through the tournament Currys PC World revealed pub customersâ€™ big game gripes.
with MATT ELEY
These included complaints about not being able to watch matches in high definition (79 per cent) or not being able to hear the commentary (73 per cent). Fans also have little patience for waiting in long queues to get served or being unable to see the telly, while nearly half (45 per cent) say they would not come back to your venue if they have a bad experience. It just goes to show that while having an in-form national side will only bring benefits, you also have to be on top of your own game. So, with a few tweaks and a couple of additions, we should be all set for Euro 2020.
Brush up your bar skills for the Fernet-Branca Backbar Games Does working behind a bar give you a physical and competitive edge? If so, those skills could come in handy with the FernetBranca Barback Games giving bar staff the chance to win a trip to San Francisco. The competition, which was first held in 2007, is coming to the UK for the first time this year. It will see bar workers compete in a series of physical challenges. Although details of exactly what entrants will be asked to do remains a secret until the day of the event, previous events have included ice-bucket relays, speed keg changing and beer restocking with the added hurdle of a tyre run. Staff will also be tested on their knowledge and passion for the Italian digestif FernetBranca. Bars can enter a team made up of one competitor and one coach, with anyone who works in a pub, bar, restaurant or club whose role has included barback duties eligible to compete.
p46-47 play intro.indd 46
The Fernet-Branca Barback Games will be held at Village Underground, London on Sunday September 9. Entries are now open at fernet-branca.co.uk/barbackgames.
trade.inapub.co.uk 24/07/2018 01:03
You must be missing football by now, right? Fear not, the most exciting/competitive/choose an adjective league in the world is back. Man Utd get things under way on a Friday night against Leicester City, while the champions, Man City, start with an intriguing tie against Arsenal on the Sunday. Friday Aug 10 to Sunday Aug 12, Sky Sports and BT Sport
US PGA golf
Golf’s last major is on terrestrial TV this year, with the BBC nabbing the rights. It’s the last big event before the Ryder Cup (see p52-53). Aug 9—12, BBC
Happening this month Fight Night
Tyson Fury’s comeback continues as he forms part of the undercard at Belfast’s Windsor Park. The main event will see Carl Frampton come home to defend his WBO featherweight title. Aug 17, BT Sport
After the last couple of months have been dominated by the white ball game the England Test side step back into the limelight to take on India. Four tests during August, Sky Sports
Uefa Super Cup
Fans of Spanish football don’t have to wait long for this season’s first Madrid derby, as Champions League winners Real take on Atletico, winners of the Europa League. Aug 15, 8pm, BT Sport
Afternoon Tea Week
No, we had no idea either. That said, afternoon tea is a growing trend in pubs and beyond. If you want to attract the younger market, think about your speciality tea offer — they prefer that to a traditional brew, according to Mintel. Week commencing Aug 14
Bank holidays: did you know? There’s a summer bank holiday coming up — hooray! But do you know why we have bank holidays in the first place? 1. First things first, make sure you have Monday August 27 in your diary. This is the England and Wales’ last bank holiday until Christmas Day. Now there’s a cheery thought. 2. There are eight a year in England and Wales, starting on the very first day of the year. Scotland gets an extra one on St Andrew’s Day, which is on Friday November 30 this year. 3. It started way back in 1871, when four bank holidays were introduced by politician and banker John Lubbock. Legend has it the days on which banks had to close just so happened to coincide with fixtures for Lubbock’s village cricket team. 4. Should Jeremy Corbyn get elected, he has pledged to introduce holidays on all patron saints’ days. 5. Labour has previous for this. The last one to be introduced was the May Day Bank Holiday way back in 1978. We have Michael Foot to thank for that one.
trade.inapub.co.uk p46-47 play intro.indd 47
Return of the by MATT ELEY
The Real Deal: the likes of Modric and Marcelo will be back on our screens come September
Are you missing the global superstars who helped pack out pubs as they did their stuff this summer in Russia? Fear not, you’ll soon be able to see the best in the business take to the pitch in the Champions League. Here’s all you need to know for the season ahead.� When does it kick off?
What do I need to show it?
It’s already started. Qualifying stages got under way in July. The big boys get involved when the group stages start on September 18 and 19. Another big date to note is December 17, when the draw for the knockout stages takes place. There’s a winter break until February, when the round of 16 gets under way.
A subscription with BT Sport. The broadcaster has all the UK rights to both the Champions League and the Europa League until 2021. It also has a chunk of Premier League football and shared FA Cup rights with the BBC. Sky Sports has the larger share of Premier League football, the EFL Cup and football league coverage. They both have Scottish Premier League football and football from European leagues.
What times are the games on? The big news for this season’s Champions League is that for the first time there will be back-to-back games during the group stages and round of 16. This means that kick-off times will be staggered with games kicking off at 5.55pm and 8pm. This should be good news for pubs, because it will give you the chance to get people in earlier and keep them in for a little longer. A customer survey by BT Sport revealed that eight out of 10 licensees believe the new timings will help them make more money. In theory you could have
p48-49-50 champs league.indd 48
trade.inapub.co.uk 24/07/2018 01:24
For the first time there will be back-to-back games in the group stage. You could have Manchester United kicking off at 5.55pm, followed by Liverpool at 8pm
p48-49-50 champs league.indd 49
Manchester United kicking off at 5.55pm followed by Liverpool at 8pm on one night, then Spurs and Manchester City doing the same on the next fixture day. Or any combination of those teams. We won’t know who’s playing who until the group stage draw on August 30.
Who’s in it this year? The four big-hitting Premier League sides are joined by Scottish champions Celtic, providing they get past the qualifying stages. The teams that finished in the top four of the English Premier League qualify automatically for the group stages. The same applies to the German, Italian and Spanish leagues. The giants of European football, Real Madrid, Barcelona, Bayern Munich, Juventus and Paris Saint-Germain will all be there.
Don’t forget the Europa League Arsenal and Chelsea fans won’t forget it, because that’s the competition they will be playing in on Thursday nights. The competition has heated up in recent years now that the winner is guaranteed a place in the following season’s Champions League. Games are played at the same staggered times that have now been adopted by the Champions League.
My Champions League Samantha Williams The Lion Tavern, Birkenhead, Merseyside
Samantha says Champions League nights have been among the biggest at the freehold she has been running for just over a year. The pub enjoyed success as Liverpool progressed all the way to the final, beating Manchester City along the way, before falling to Real Madrid at the last. She said: “It was great for us with Liverpool doing so well. We were busy for most games but the Liverpool ones were something else. We did a promotion on lager, which helped drive even more people in. It was £2 a pint during games. “For the final itself we did free food, such as hot dogs, and we were so busy we had to turn people away in the end. We will probably do free food for more games this season, as that was so successful for us.” She added: “Football has really taken off for us and the only thing that has been bigger than Champions League was the World Cup, which was incredibly busy.”
Can any of the English sides win it? Liverpool went close last year, losing the final 3-1 to Real Madrid thanks to an inspired performance by Gareth Bale and a slightly less inspired one by Reds keeper Loris Karius. Manchester City will be looking to turn their league dominance into European glory. Spurs’ contingent of England stars have had a taste of the big time, and you can never write off Manchester United or Jose Mourinho.
Worth a watch: will this season see another English team in the final?
p48-49-50 champs league.indd 50
21415_JENNINGS_ONTRADER_GLASS_AD_190x266_V3.indd 1 ad page 2.indd 4
19/04/2018 08:15 12:52 20/04/2018
Don’t be a lone Ryder by MATT ELEY
Not only is the Ryder Cup one of the biggest sporting events in the calendar, but it also gives you a chance to get golfers into your pub. Here are a few tips to ensure you become their 19th hole.
The first — and most obvious — thing you can do to keep your golf fans happy is to make sure they can watch the Ryder Cup at your pub. This year the event takes place at Le Golf National in Paris from September 28 to 30. It is the first time it has been held in France and only the second time in continental Europe. The USA are the holders after their win in 2016 ended a sustained period of European domination. All the fourballs, foursomes, singles, build-up and analysis will be broadcast on Sky Sports. Sky has a firm grip on golf now, as it also has the rights to the British Open, the US Open and the Masters (shared with the BBC). The US PGA will be on the BBC this year. Sky also has TV rights to the European Tour and US PGA Tour events.
It is unlikely at this late stage you are going to be able to catch the eye of Europe’s skipper, Thomas Bjorn, and secure a place on the European team as a wildcard. However, you can do something very similar. Licensee Matt Feeney, of The Green Man in Willington, Derbyshire, is leading his pub in a Ryder Cup-style match against The Malt at Aston-on-Trent, the pub he used to run. Matt says: “We are playing our golf society against theirs on the Saturday and Sunday of the Ryder Cup. It will be 12-a-side and we will play foursomes and fourballs. After the first day we are going back to The Malt to watch the Ryder Cup and then back to The Green Man on the Sunday to watch the conclusion.” The pubs have even arranged for new kits
p52-53 Ryder Cup.indd 52
trade.inapub.co.uk 24/07/2018 01:28
play. tant part of our pub’s character. It acts as a hub for the society to meet and socialise off the green, but for us as a pub it is so much more. “The members of the society are members of our local community, they engage with the pub as customers, but also work alongside us to advocate charity, build the community and spread the word about our pub and our pub’s events.”
Score to settle: Europe will be looking to win back the Ryder Cup after the USA claimed it in 2016 — make sure your customers can catch all the action
The Ryder Cup is a great chance to put golf coverage at the heart of your TV sport offering for a weekend
for both teams so it feels even more like a classic Ryder Cup matchplay event. Matt adds: “We have a lot of golfers at the pub but it isn’t a huge spectator sport for us. We might get 20 or so in for the last day of the Masters. Doing it this way will be really good fun and it encourages people to come back to the pub to have a beer, a bit of food and to watch the Ryder Cup. “Everyone involved is really looking forward to getting out and playing – so much so, that we have already decided to make it an annual event.”
Beyond the tournament
The Ryder Cup is a great chance to put golf coverage at the heart of your TV sport offering for a weekend — but there are ways of keeping your golfers interested all year round. Both The Malt and The Green Man run golf societies. These are informal clubs that arrange for members to meet up regularly to play golf, usually at a variety of courses, before returning to the pub for drinks. Jess Barnsley took over The Ivy House in Walsall a year ago and inherited a golf society that has been running for more than a decade. She says: “The golf society is an impor-
The next step for Matt’s golf society will be a golfing trip overseas, but there are also ways you can attract the tourists to you. If you are aiming to be a destination for golfers, it obviously helps to have great courses on your doorstep. This is certainly the case at The Bell Inn at Brook in the New Forest, which has the luxury of having two golf courses of its own, as well as 28 rooms for guests to stay in. General manager Andy Rideout says: “We get a lot of golf tourists from the south of England and many like to have a meal and a drink after their round of golf. We do weekend breaks that include breakfast, golf, dinner and a room.” Most pubs are not lucky enough to have their own golf courses, but then many golf clubs don’t offer overnight rooms or a friendly pub offer. Forging links with local golf clubs could open up a fairway of new opportunities.
If you’ve got it, flaunt it: The Bell Inn is lucky enough to have two golf courses of its own — but even if your venue doesn’t have its own green, teaming up with a local club could be good for both partners
trade.inapub.co.uk p52-53 Ryder Cup.indd 53
AUGUST 2018 53 24/07/2018 01:28
ad page2.indd 54
ad page2.indd 55
ways to make families feel welcome to stay
by MATT ELEY
Children love to see things with their own eyes. Photo galleries on your website help but you could also make a simple video and post it on YouTube
p56-57 stay families.indd 56
You’re a family-friendly pub, you offer rooms — but how can you persuade mum, dad and the entourage to turn a visit into an overnight stay? Here are a few tips on how to win them over. 1
Offer family rooms
If you really want families to stay at your pub, you need to have rooms where they can all rest together. Pub company TLC took on the Star Pubs & Bars pub The Victory in Mersea, Essex, a year ago and set about making the 10 letting rooms family-friendly. Company boss Steve Haslam says: “The first thing we did was spend £250,000 refurbishing the rooms. We put some family suites in with two bedrooms and two bathrooms. “You can split them and let them out separately but they are ideal for families.”
Invest in kids’ beds…
Anyone who offers rooms to let will tell you the quality of the bed is one of the most important factors in getting a room right — and this goes for children as well as grownups. Wedging a travel cot into a packed car is one thing holidaying families will happily do without, so make sure you provide cots, as well as single beds for older children.
…and tell people about them
Yes, it’s stating the obvious, but if you have cots and do cater for families, make sure you state this clear on all marketing material — be it your own website, social media or printed materials.
Something for everyone: The Victory keeps things exciting for the children with super-sized outdoor play areas so everyone can enjoy their stay
Target your advertising
If you really want families to come to you, you need to go and get them. Forums on websites such as Mumsnet are great places to visit to see what parents are talking about or to advertise your own business. Steve continues: “When we started our own family 24 years ago there was really nowhere to go. The choice was a Harvester or a Harvester, so the company came from that. We have become well known and have won awards, so people know what we do. The pubs also use specific sites to help reach families.”
Let them see it
Keep breakables safe
Entertain the troops
Children love to see things with their own eyes. Photo galleries on your website help but you could also make a simple video about your business and post it on YouTube so parents can show their kids what they have to look forward to.
If you’re truly child-friendly you’ll understand kids will touch things they’re not supposed to. You might want to keep any delicate ornaments out of reach or out of sight. Things will get broken — make sure it’s nothing valuable.
You may have books or DVDs available for the grown-ups to watch, but do you have anything for the children? Even ensuring you have access to children’s TV channels will help provide some in-room entertainment and potentially some relief for the folks. This extends to providing games,
trade.inapub.co.uk p56-57 stay families.indd 57
colouring books or something else to keep those active hands and minds busy when the family are in the bar.
Make the most of outside
Deliver every mealtime
Don’t forget the pets
Most families will not want to be stuck in their rooms, no matter how good the DVD collection is. Steve continues: “At three of our sites, including The Victory, we have super-sized play areas. We are also in a great location with the sea, so families spend a lot of time on the coast crabbing.”
Presumably if you pride yourself on being child-friendly then you already have a menu to match, but make sure this extends to breakfast. You may well do the finest scrambled eggs with smoked salmon on soda bread around, but many children are just going to want to choose from a range of cereals. Make sure you have favourites, fruit and healthier options to provide a selection that keeps all members of the family happy. Steve says: “We have created a lounge that is ideal for families to enjoy meals together. The whole ethos of being familyfriendly is what the business is about.”
According to the Pet Food Manufacturers Association one in four families has a dog and many will want to holiday with their four-legged companions. Steve says: “We are pet-friendly too and dogs can stay in our garden rooms. We get specialist cleaners in to do those rooms the following day.”
the millennials Young people tend to enjoy three- to four-night stays, travel outside of peak season and prefer boutique breaks and experiences. Pubs are perfect for this market, says Matt Thomas, of hospitality software provider Guestline.
Could you sell yourself as a microbrewery retreat?
Over the last few years, pubs have continued to grow in popularity as an alternative to hotel and B&B stays. As their image has evolved to present a much more contemporary hospitality experience, the accommodation market for pubs has seen sizeable growth in recent times, and this trend looks set to continue. The ability to combine traditional charm, contemporary décor, great food and a fantastic range of drinking options with a characterful “home from home”
experience – all under one roof – prompted nearly half (48 per cent) of those questioned to say they would prefer pub accommodation in the Pub Accommodation Report 2017 by industry organisation Stay in a Pub. When you consider that only just over a quarter (27 per cent said they’d choose a branded hotel if the cost and location were the same, it’s little wonder that the same report also revealed that one in five pubs (21 per cent) plan to increase their number of rooms. There’s little doubt that the recent rise in the popularity of craft beer and on-site micro-breweries is also helping to inspire beer tourism, particularly as a growing trend amongst younger travellers. An accommodation provider’s dream, this millennial demographic tends to enjoy three to four-night breaks and is keen to travel outside of peak season. Best of all, they have money to spend and a focus on a “boutique” type experience, which plays perfectly into the hands of those pubs offering quality accommodation.
A trend that’s here to stay
As more pubs recognise their potential to increase revenue and boost margins through letting rooms, the trend towards converting upper floors or outbuildings into boutique-style accommodation will remain a profitable next step for many establishments. And, with average daily rates often
58 AUGUST 2018
p58-59 stay.indd 58
trade.inapub.co.uk 24/07/2018 01:54
A room at The Wiremill in Lingfield, Surrey. Many young people are looking for a boutique experience, which pubs are well placed to provide
The rising popularity of craft beer and on-site microbreweries is inspiring beer tourism amongst younger travellers trade.inapub.co.uk
p58-59 stay.indd 59
not dissimilar from hotels, it’s easy to see why more and more pubs are choosing to capitalise on this increasingly important third income stream. Fifty-six per cent of properties report accommodation adds substantially to their income levels.
Give them a buzz
To target these millennial digital natives successfully, it’s vital that accommodation providers market effectively with a strong online presence. The Stay in a Pub survey also found that 65 per cent of consumers now prefer to book online, whilst threequarters of millennials plan their own travel and half travel independently. There’s a lot more to keeping this key market engaged than simply having a mobile-responsive site. Whilst one of the first steps is to make booking a pub stay online as straight-forward as possible, publicans need to remember that 76 per cent of millennials are swayed by friends’
recommendations and social media. Ninetyfive per cent of pubs with rooms are listed on TripAdvisor, yet just 57 per cent follow up on comments, so there are plenty of opportunities to boost loyalty.
All systems go
Effective hospitality technology is a crucial tool for pub operators to manage and market their accommodation efficiently and profitably. There are various packages available to make the job easier. These include EPoS systems to enable staff to efficiently process on-site sales, and property management systems to manage your rates and reservations and deploy upselling techniques. When you consider that a Buckinghamshire pub was crowned the best place to stay in the UK by The Sunday Times last October, it’s clear that accommodation is set to be a key revenue driver in the future for independents and pub groups.
AUGUST 2018 59 24/07/2018 01:54
Are you in tune with the
new music licence?
by JAMES EVISON
Live music events like The Blue Anchor’s Helstonbury festival will be assessed on factors like the number of attendees
The laws regarding music licensing have recently been jazzed up: from February the UK’s two big licensing organisations — PPL and PRS for Music — joined forces to introduce a single licence. Before they teamed up, pubs had to get two separate music licences one from PPL and one from PRS for Music (most publicans have been doing that, until this year). Now, though, there is just the one fee: the freshly minted The Music Licence. If you play or host performances of music in your pub, you will usually need this licence. It covers DJs, club nights, karaoke, background music and playing music videos, so unless you are the kind of pub that avoids playing music entirely, you will need to pay up. Once you’ve handed over the cash, this fee is distributed by PPL to record companies and performers for the specific recorded music used, while PRS for Music distributes licence fees to the songwriters and publishers.
What’s the damage?
So how much is this fee, and how do you pay it? If you were already paying for the old PPL and PRS licences, and there have been no changes to your venue, the cost should remain unchanged, as the new licence simply amalgamates the charges from PPL and PRS. The new system measures the size of a pub business in a number of ways to come up with a price for each pub, which is made up of PRS and PPL tariffs. PPL and PRS told Inapub the fee is calculated using factors such as square meterage, number of staff and the capacity of a venue. As an example, the annual tariff for background music in bars/pubs with an area of up to 400m2 is currently £138.31, while for 850m2 it’s £293.92. The bodies also say they are moving existing customers over to the new licence when they reach their PRS for Music licence review date or PPL licence expiry date during 2018. They plan to be proactive with this move and will contact existing customers ahead of the transition date of their pubs, explaining how it will work for them. If paying by Direct Debit, your account will simply move across to the new licence.
trade.inapub.co.uk p60-61 music levy.indd 60
How do PPL and PRS for Music set the fee? There are a number of different factors PPL and PRS for Music use to determine the licence fee a venue will have to pay. The type of music being played — live gigs, background music or karaoke, for example — and the venue itself also make a difference. Things to consider include: Background music • Which part of the pub is the music being played in? • What is the square meterage of the area where music can be heard? • What type of music playback device is being used (television, radio, computer or CD player)? Live events • What number of live events will be held annually and what is the capacity?
Isn’t there any free music?
Size matters: licensees of venues offering live music like Ye Olde John O’Gaunt in Lancaster, will need to get their heads round the new fee system
There are some music rights holders who choose not to license their music through the PPL or PRS for Music regime. There are various online providers offering libraries of such royalty-free music, which can be played without a Music Licence. Typically, the venue will pay a oneoff fee to use the tunes, but it could work out as a cheaper option. There are also some artists who make their music available directly. Royalty-free music tends to come from emerging artists rather than the household names, but could work if you’re after a playlist with a bit of a difference. It is worth bearing in mind that although this music may not be covered by The Music
• Will there be specially featured entertainment events (for example, DJs)? • What are the number, duration and average attendance of such events? Karaoke • How many karaoke sessions will be held? • How many jukeboxes and of what type will be used? • How many TV screens will music videos be played on?
Licence at present, it could become so at a later date, should the artist or rights holder decide to register with PPL and PRS. In the UK, music released in 1962 or earlier is in the public domain, as copyright has expired. If your vibe is, say, rockabilly, trad jazz, blues or ragtime, there is a wealth of music you could legally play without paying a penny. Another exemption is music for dramatic performances, which includes musicals, operas and ballets. If you want to get permission to play these tunes, you will need to go direct to the rights holder, which is normally the publisher of the music.
Any more changes on the way?
PPL is in the process of consulting on its Specially Featured Entertainment tariff, intended to cover things like discos and DJs where music is central to the event, rather than in the background. This has proved controversial, with the British Beer and Pub Association criticising the proposed new tariff — a potential increase of 480 per cent from 3.8p per person, per hour, to 22p. BBPA chief executive Brigid Simmonds has bemoaned the “eye-watering increases” on a tariff which has already increased by more than 50 per cent annually since 2003.
AUGUST 2018 61 p60-61 music levy.indd 61
time at the bar
PLATE OR SLATE? Where the nation’s publicans stand on the really big questions Claire Alexander, The Ebrington Arms, Ebrington, Oxfordshire Claire left the bright lights of the music industry to run a Cotswolds pub 12 years ago with her husband Jim. The Ebrington Arms was voted The Times’ best UK Village Pub last year. They also bought The Killingworth Castle in 2012 when it was derelict and transformed it into Oxfordshire’s top foodie pub with rooms. Both pubs hold two AA Rosettes and serve the couple’s own organic beers, Yubby bitter and Goldie pale ale.
Plate or slate?
Packet of scratchings or Michelin Stars?
Plate. I hate slates so much I’m liable to throw them out of the nearest window. This fad cannot end soon enough.
Both of our pubs hold two AA Rosettes, so I have to go for the accolades, but we also serve pork scratchings. Why can’t we have both? It’s the holy grail of pubs, to be welcoming to all walks of life. It’s what we’ve always aimed for anyway.
Cocktails or cask ale? Well, both, but we brew three of our own organic beers – Yubby bitter, Goldie pale ale and Yawnie – so clearly the craft clinches the deal. Yubby is named after the pub as Ebrington village’s old name was Yubberton and locals still talk about going ‘up the Yubby’, meaning the pub.
Background music or silence is golden? Silence. There’s nothing like the background chitter-chatter of an atmospheric pub, the crackle of a real open fire, glasses clinking as people get together and chill out. Piped music can pipe off.
Table service or order at the bar? Table service. It’s what we’re in the business for and we do need to give our customers what they want, after all. Plus, our bars are busy so it’s useful to separate the two.
Dyson Airblade or hand towels? I run pubs and see Airblades as more of a thing you’d find in a motorway service station, so most definitely hand towels.
Wear what you like or uniforms for the staff? Lovely aprons and Yubby bitter t-shirts or shirts. They are the best staff in the world and our pub teams are like dysfunctional families. I love them all.
Family friendly or leave the kids at home? Both. Kids are welcome to eat but not stay in our rooms as our stay-over guests are usually on a rare night away from their own kids. And we all need those.
Live sport or big screen ban? Big screen ban but we do show World Cup matches, Wimbledon etc. in the bar. We have a TV that is hidden behind a bookcase, so it’s not always on show.
Big night out or a meal with friends? Both. As much as possible. Use your pubs or lose them forever.
Dress up or dress down?
62 AUGUST 2018
p62 plate or slate.indd 62
Dress down. Our customers in their mustard corduroy slacks and Bentleys parked outside drink next to the local farmer in their holey shorts and mud-encrusted boots at all times. Everyone is a VIP in our pubs, nobody is treated any differently and that’s the way it’s always been.
Introducing the pub trade’s first DIGITAL online guide to digital marketing Only
Designed specifically for pubs by the trade’s leading provider of social media training, this series of step-by-step guides will help you overcome your social media or digital marketing challenges. Updated regularly with new information about social media & digital marketing. Follow step-by-step guides to improve your visibility on Google
Find out how to grow sales through Instagram and photos
Find out how to set up, manage or improve your Trip Advisor account
Assess which social channels are right for your customers
Learn how to reach more customers through Facebook and merge duplicate pages
Learn how to introduce a simple digital marketing strategy for your business
Order your digital marketing guide today 0800 160 1986 • www.inapub.co.uk • firstname.lastname@example.org
ad page 2.indd 59
digimarketing guide house ad.indd 1
inapub 23/04/2018 13:23
A team of locals raised around £10,000 when they got on their bikes for a great cause. The 15 regulars headed from The Newdigate Arms in Ilkeston, Derbyshire, on a 96-mile journey to the clocktower in Skegness. They were riding in aid of The Ben Parker Trust, which supports families of children fighting leukaemia or cancer by gifting them free holidays in Mablethorpe, Lincolnshire. Lee Ryan, one of the cyclists, said: “The team was made up of men and women of all ages and ability, and although it was tough, we were determined to complete the challenge and raise as much as possible for this fantastic local charity. We would like to thank everyone for their support, it really will help to make a huge difference to families in our community.
THE COLLECTION TIN What pubs around the country are doing to help good causes A publican raised £4,000 by walking non-stop for virtually 24-hours. Georgina Worrall was among the team that walked from Windsor Castle back to The Dog and Gun in Banbury, Oxfordshire – some 60 miles away. The walk was held in aid of Make a Wish UK. Staff from Dorset’s Hall & Woodhouse took to the streets in the company’s annual litter pick. More than 50 employees at the brewer and pubco took part in the event, which is now in its 10th year. They covered more than a mile to improve the local area for residents and wildlife.
Courage Beer teamed up with Prostate Cancer UK over the course of the football World Cup. Every pint sold saw 5p donated to the cause. Courage also designed point-of-sale kits to help pubs push the partnership. Three intrepid cyclists from Robinsons brewery raised £13,227.53 after cycling 350 miles across France and Belgium for Help for Heroes. David Bremner, Ben Robinson and David Harrison took part in the challenge, which started at the Glade of the Armistice in Lille, France, and finished at the Saint Symphorien Military Cemetery in Arnhem.
LANDLORD OF THE MONTH The publicans at The Pelham Buckle in Ifield, West Sussex, have been named Prostate Cancer UK’s Landlord of the Month for August, after hosting a quiz night and charity day to raise funds. Licensee couple Steve Edmunds and Sami Horn raised more than £3,200 at the event, which also featured a cake and savoury sale, raffle, auction and live music. Sami said: “I decided to support Prostate Cancer UK because there is not enough awareness and fundraising for this illness and it affects so many men and their families and unfortunately we know so many people affected by it. “I was really excited about the quiz and
charity day and hope it has raised awareness of a terrible illness. I would like to say a massive thank you to everybody for their generous donations for Prostate Cancer UK.” Men United Arms is Prostate Cancer UK’s fundraising initiative that encourages pub, club and bar licensees to raise awareness amongst their customers, and funds to help beat prostate cancer. To sign up for a fundraising pack or receive more information, visit prostatecanceruk.org/menunitedarms
Are you raising funds for a great cause? Let us know at email@example.com
p64 collection tin.indd 64
trade.inapub.co.uk 24/07/2018 02:15
Make sure your pub is getting the shares on social media 1. #ukpubs
It may seem obvious, but saying your pub is actually in the UK is important when using social to drive footfall. Also, add the city either in the hashtag or as an additional one, for example #leedspub
A roaring fireplace. A glass of wine. Weathered floorboards and a long wooden bar. Bliss. Make sure to share a picture of that and people will drive for miles to come to your pub.
Probably one of the best ways to drive footfall for craft beer aficionados is showing off your offer on Instagram and Twitter with #craftbeer. At the time of writing there have been more than 17 million posts on Instagram about craft beer. Nuff said
It’s an oldie but a goodie. You can’t get away from this classic in the digital age. If you have a special offer on booze at a certain time of the day, get it on social.
Hang on, didn’t we just tell you to use #craftbeer? Let’s not get into the cask versus keg beer discussion, just trust us, add #realale too when tagging your beer offer.
We all love an amusing A-board and it seems social media does too. It may not say much about your offer, but it tells people you’re fun and good-humoured. A great sign will get loads of shares on Twitter and Instagram and is sure to draw attention to your pub.
Got a good Sunday roast offer? Get on the social! There have been nearly half-a-million Instagram posts of Sunday roasts. Include specifics about the food with other relevant hashtags such as #roastdinner #yorkshirepudding and #roastbeef
Upselling on your snack offer is always a great idea and a picture of a delicious runny scotch egg will be sure to grab attention.
5. #bbq Another top hashtag which can be used for pubs. There have been almost 20 million posts on Instagram at the time of writing that have used it. Hashtag what’s on the barbie – e.g. #bbqchicken, #bbqburger, #bbqribs – to supersize your reach.
6. #beergarden The superb weather we’ve had this summer makes for great shots of luscious green pub gardens. Add a picture of a cold pint or refreshing cocktail and you will have people flocking to your outside area.
AUGUST 2018 65 p65 top 10.indd 65
time at the bar
HAIR OF THE DOG Tales of the unexpected from the wonderful world of pubs Doggie do
g here at aware, we love a pub do As regular readers will be e and drinkcak g ffin sco s, hat in party Inapub. A bunch of dogs ld soon be a cou y convinced, but this ing beer? We’re not entirel “Dog ed nch lau e bars, which hav common site in Brewdog tomers. cus ed gg r-le fou for ty service Pawties”, a bespoke par s, doghat ty ed with mutt-sized par Attendees will be provid with de ma r bee cially brewed dog friendly cake and a spe s. boiled carrots and banana instalment in the brewer’s st late the are es wti The Pa bring in nding, which has seen it commitment to its dog bra staff Pawternity Leave to give new a r afte k loo time off to beer dog, as well as the first seich brewed by dogs, wh lts ma and s lected the hop w Ne n uvi Sa n lso for a Ne England IPA. o Just pity the barstaff wh . rds rwa afte up an cle have to
Gas panic There was a heatwave, England were doing well in the World Cup, pubs were heaving... so all in all, a great time to run out of C02. An unusually high number of factory closures across Europe, combined with the kind of weather and the kind of football results no-one had dared to expect, left Wetherspoons warning that supplies of draught lager could be cut off within days. It wasn’t just beer that was left reeling either – Coca-Cola slowed production and Pepsi Max levels were running low across the nation. Food production was also affected, with reports the UK could be facing a shortage of bacon and even crumpets. Should this situation continue, may we suggest the return of rationing? Running out of drinks during the best summer we’ve had in 40 years would truly be a national crisis. If Britain needs to scale back on the crumpets for a few weeks to avert that, then so be it.
66 AUGUST 2018
p66 hair of the dog.indd 66
Pubs are the original social network, as many have pointed out. But as we often argue in these pages, interaction in the flesh and via digital media needn’t be mutually exclusive. This was borne out by locals at the Cefn Mably Arms, in the tiny Welsh village of Michaelston-yFedw. Sitting in the pub venting a shared frustration, they decided to do something about it. “We were all moaning about how bad the wifi was, landlord Ben Longman told The Guardian. “I had just paid for high-speed broadband and realised it would not work.” A plan was hatched and locals themselves dug 15 miles of trenches to lay their own superfast broadband cables. By autumn, their speed should be up from 4Mbps to 1,000Mbps. It’s yet another illustration of how vital the pub remains in the modern age. If they hadn’t had The Cefn Mably Arms to meet in and grumble, the villagers could all be sitting at home waiting for their screens to refresh.
Fancy a cold one? This summer’s he atwave saw a ne w drink trend take or should that be off – a food trend? We’r e not quite sure categorise the ne ho w to w wave of alcoh olic ice lollies that shelves of Britain’ hi t th e s supermarkets. Waitrose’s Mirabe au Frosé Popsicl e, unveiled last m made from a blen onth, is d of Classic Mira beau rosé wine strawberry essenc an d e, and packs an ABV of eight per cent. It joins Sain sbury’s Gin & To nic and Raspberry ini ice pops, as we Bellll as Aldi’s alcoh olic ice lollies in Tonic, Bucks Fizz Gi n& and Peach Bellin i flavours. The craze prompt ed police to issue a reminder that frozen alcohol is not exempt from drink-driving leg tion. “If you would islan’t consider drink ing a gin & tonic cocktail when dr or iving, then you sh ouldn’t consider one of these lollie ha ving s,” said acting ins pector Harry Sim Punters disregar ps on. ding that advice could end up in the cooler.
trade.inapub.co.uk 24/07/2018 03:50
XXXXXXXXXXXX 10 TOP
Xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx 1. Xxxxxxx Xxxx
trade.inapub.co.uk ad page 2.indd 55
XXXXXXXX 2016 55 23/04/2018 09:10
d r i n k awa r e . c o . u k
HERO RISE WILL
B a c k i n t h e m i s t s o f t i m e a t t h e d aw n o f h i s t o r y, o u r a n c e s t o rs b e l i e v e d t h a t o n e d ay a c i d e r t o r i va l a l l o t h e rs w o u l d r i s e . A h e ro i n a ke g , a n d p ro b a b l y a c a p e , w h o s e a r r i va l w o u l d h e ra l d a g l o r i o u s a g e o f d e c e n t p i n t s . L u c k i l y f o r c i d e r l o v e rs ev e r y w h e re t h e p ro p h e c y i s t r u e . M a l l e t s . A c i d e r u n l i ke a ny o t h e r. C a s t i n my t h , f o rg e d by l e g e n d , m a d e w i t h a p p l e s .
CIDER FOR GODS AVA I L A B L E F O R M E R E M O R TA L S
Fo r t r u l y h e ro i c c i d e r s a l e s c a l l 0 1 74 9 6 8 1 7 3 1
ad page2.indd 60
As classic UK rockers The Kinks once noted, you've got to to give the people what they want. But what do they want? What is the British peop...
Published on Jul 25, 2018
As classic UK rockers The Kinks once noted, you've got to to give the people what they want. But what do they want? What is the British peop...