Issue 81 October 2018 ÂŁ4.95 trade.inapub.co.uk
Business scents The art of selling through smelling
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t’s the first of the senses we use when we are born and one in 50 of our genes is dedicated to it, so there’s a strong argument to suggest smell is one of our most powerful senses. So it’s somewhat surprising to discover the pub trade is lagging behind in harnessing aroma as a business tool, especially given other industries – including retail – have been benefiting for decades. There’s some serious research been done on scents in business, and no wonder given how complex our olfactory systems are (adults can distinguish about 10,000 smells and people experience smells differently – androsterone, for example, smells like vanilla to some and sweaty urine to others). And there’s more to exploiting their effects than spritzing some Febreze on the cushions. There’s also the question of what scents will work in spaces dedicated to food and drink and which won’t interfere with the positive pub pongs – log fires, hops, the tang of brass polish. Take a look at our lead feature on pages 10 to 14, which looks at how to use scents to boost customer experience, dwell time and ultimately sales. We might return to the topic in the future, as we barely managed to scratch and sniff the surface of what is a fascinating subject in just one article.
this month The art of aroma marketing • Halloween
drink Low-alcohol and no-alcohol • Christmas drinks
eat Christmas menus • Chips
play Charity night ideas • Halloween ideas
stay New regulations that make you a package operator
60 back-bar business technology for your business
62 time at the bar Grisly pub names • The £1,000 wishing well
Editor Robyn Black •
Multimedia journalist James Evison •
Contributors Matt Eley, Richard Molloy, Kurt Janson
Production editor Ben Thrush • Chief executive Barrie Poulter • Sales manager Leah Gauthier •
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POSTCARD from the pub frontline
Dressed for the occasion – the Straw Jack makes its annual pilgrimage around the pubs of Carshalton, South London. Charlie Waters, maintenance manager at The Hope, was a founder of the festival around 15 years ago. He explains: “Basically, it was an excuse for a pub crawl. We started to make up this large haystack and take it around all the local pubs. Then at the end we take it apart and burn it alltrade.inapub.co.uk up in the beer garden here at The Hope. A lot of musicians that drink in the Hope, came along with us – fiddlers,
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Pic: Ben Edge @ben_edge_art
guitarists, drummers – and it is a great laugh. We don’t want it to get too big – at the moment it is the locals and the community. We try to dissuade people coming unless they are dressed up.” “There are events where there are hundreds of years of tradition, but we didn’t have much in the local area, so we just did this, and it has been really successful. That’s what I would say to other pubs looking to do a similar thing. NOVEMBER / DECEMBER 2017If you 5 haven’t got a traditional seasonal festival, just make one up!”
IN THE TRADE THIS MONTH Britain’s pubs make hay while sun shines July’s heatwave was good news for Britain’s pubs, according to the latest Coffer Peach Business Tracker statistics. Managed pub and bar groups saw like-for-like sales rise 2.7 per cent against July 2017 but restaurants saw a 4.8 per cent decline.
Supermarkets not tax killing pub trade Cheap supermarket booze, not taxation, is the main reason pubs are closing, according to a new survey of publicans in the north-east of England. The study of 200 licensees, commissioned by the North East’s alcohol office, Balance, claims few have seen any benefit from recent cuts in alcohol duty, and three out of four publicans said raising supermarket alcohol prices would be the best way to help pubs.
TOP STORIES ON TRADE.INAPUB.CO.UK Is this the UK’s most expensive pint? BBPA warns of cost burden of calorie labelling in pubs This is the best pub burger in Britain Anna Mathias: A tribute
Cask Report finds drinkers want cooler beer Could “cooler cask” be a thing? Research in this year’s Cask Report suggests the recommended serving temperature of 11-13°C may be a little on the warm side. A survey conducted for the report revealed 64 per cent of cask drinkers would like their pint served below 11°C.
Commission-free pub property site online A new service for those seeking to buy or sell a freehold or assign their lease on a pub launched last month, with no commission but operating on a fixed-fee basis. Managing director of SellMyPub.com, Helen Lees, said the company is “strongly averse to applying exclusivity sanctions on to sellers that so many of our competitors use”.
Don’t forget about British Roast Dinner Week
Pub food has gone ‘Masterchef mad’ Pretentious items on pub menus are a “real turn-off” for customers, according to the 37th edition of the Good Pub Guide. It said pubgoers are “fed up of asking waiters to explain a dish or having to use their mobile phones to decipher a menu”. While admitting pubs and good food now go “hand in hand”, the guide says “many chefs appear to have gone ‘Masterchef mad’”, adding: “We really aren’t interested in eating kabsa, katsuobushi, matbucha, succotash, tataki or verjus in a pub. We want good, honest pub grub.” The latest edition also unveiled this year’s Good Pub Guide Pub of the Year, which was awarded to The Cock in Hemingford Grey, Cambridgeshire. The pub was described by one guide reader as a “fantastic pub with wonderful food and drink”.
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OCTOBER 2018 26/09/2018 12:28
this month.inapub THE WAY I SEE IT KATE NICHOLLS
TWEET ALL ABOUT IT
Government help is needed to fill skills gap
JD Wetherspoons’ plans to axe European drinks such as Jägermeister ahead of Brexit caused predictable controversy. Here’s some of what went down on Twitter:
It has become increasingly clear that securing the future of our workforce is a big concern, with an emphasis on training and skills development. With this in mind, UKH established the Workforce Commission 2030 to identify the strengths and weaknesses of the sector and give employers an opportunity to communicate this to MPs. Pubs are perfectly placed to provide fulfilling careers and increased employment in a postBrexit world – but this is on condition of receiving the right support from Government to bolster efforts on recruitment and skills development and – critically - a reduction in employment costs. They rightly pride themselves on providing opportunities and training. Like other hospitality businesses, pubs offer people their first taste of the world of work, develop individuals’ skills and reward hard graft through a truly meritocratic career pathway. The hospitality sector has the potential to create tens of thousands of new jobs over the next five years, but it faces labour and skills shortages. The Commission made several recommendations to Government that would help fill these gaps and further boost the economy, including: • negative perceptions of a career in hospitality; • opportunities in hospitality; • between businesses and students. It is critical that Government supports the sector in promoting itself to young people and providing the framework for improved career development. Our full potential will only be realised with positive action from Westminster to make this achievable. You can download the report from the UKH website www.ukhospitality.org.uk
Doubt if anyone voted for that in the referendum! #ExitFromBrexit #PeoplesVote @DrewAbingdon Just close Wetherspoons down altogether. They have already starting banning dogs from their pubs so that’s enough for me and other dog owners to stay away already. @BevDickinson #Brexit is an opportunity to think about where our food and drink comes from, and consider supporting more local produce @binwars
Most of the European lagers and beers and spirits are brewed and bottled in UK for UK market doesn’t any one read the labels these days @the_real_iain Fair play to the boss of Jägermeister for putting a brave face on this, would happily estimate that Wetherspoons probably makes up around 20 per cent of their yearly sales. @BradoHorsley
Price of the UK’s most expensive pint
Kate Nicholls is the chief executive of UKHospitality
Find us online every month at trade.inapub.co.uk @inapub
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Halloween is getting bigger every year, and American sweet bakery brand Otis Spunkmeyer is pulling out all the stops to get into the spirit of things with these Halloween chocolate chip muffins. Not only are they decorated with a jack-o-lantern, they are accompanied by a press release urging operators to “grab a case before they disappear like a restless spirit across the ethereal plain”. ww.aryztafoodsolutions.co.uk
BB Foodservice biodegradables
Right, that really is the last straw. So said publicans across the land, moved by Sir David Attenborough’s pleas on behalf of the world’s sea life to do what they can to cut out avoidable plastic waste. BB Foodservice is right behind them, with its range of non-food products being well on the way to being fully biodegradable, compostable or recyclable by 2020. www.bbfoodservice.com.uk
What’s new in the pub this month
Unicorn Sparkle frozen cocktail
If slushies make you think of skating rinks or 10-pin bowling alleys, maybe its time to think again. Fryst, the frozen cocktail brand from Vimto Out of Home, has mixed up gin with another fashionable flavour, watermelon, and named the resulting flavour Unicorn Sparkle to make sure the whole package is bang on-trend. www.vimto.uk
Christmas must be coming, because Glitterberry is back. It’s come early this year, to help publicans take advantage of Halloween and Bonfire Night too. The flavour will be supported with point-of-sale, a Snapchat filter, a TV spot and brand ambassador Mojo, a cheeky cockney alpaca. www.sensationaldrinks.com
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this month. Mr Trotter’s Great British Smell
It’s been 11 years since the pall of fag smoke lifted from the nation’s pubs and left licensees scurrying to do something about the various other odours that emerged from the fug. Now smart operators are harnessing the olfactory nerve in a positive way, fragrancing their venues to subtly influence customer perceptions. But what if you think pubs shouldn’t smell of tea tree oil and lavender? Step forward snack purveyor Mr Trotters, which has launched these candles to fill your pub with the on-brand aromas of IPA, gin and whisky. For more on using scent in your business, see our lead feature on pages 10-14. 020 7836 9960
Fever-Tree citrus tonic water
Not content with bossing the G&T category, Fever Tree has teamed up with high-end tequila brand Patrón for this latest addition to its range of tonic waters. The Fever-Tree team travelled around Mexico in search of the perfect limes, bitter oranges and tangerines to match with the leading ultrapremium tequila. It’s a dirty job, but someone’s got to do it. www.fever-tree.com
Nuts for gin
So you’ve teamed up with Fever-Tree to turn your beer garden into a G&T garden, and you’ve got the smell of gin pleasantly wafting through the pub thanks to Mr Trotter’s candles (see above). But what if your punters still want more of a gin focus? Serve them this blend of peanuts, almonds, cashews and pistachios-infused with delicate botanicals – herbal and citrus flavours of thyme and lemon that work alongside classic gins. The nuts are aimed at younger drinkers who want to explore a world of flavour beyond salted and dry roasted, with a Prosecco mix and a craft beer mix also available. 0151 482 7100
Looks nice, doesn’t it? Not only would the new packaging from this UCC coffee range stand out on the back-bar, it contains single-origin and blended coffees from around Africa and the Americas, as part of its “adventures through taste” proposition. Go on, we’ll have a cup. 01908 275 520
Pepsi Max with a twist
Adventures through taste (see Threesixty coffee) are all very well, but it can be comforting to know a Pepsi Max is a Pepsi Max, wherever you are. “More than ever people are looking for authenticity, so it’s crucial for brands to align the look and feel of bottles and glassware worldwide,” explains Britvic UK marketing director Bruce Dallas. That’s why this glassware with the stand-out Pepsi Max twist at the bottom is now available to UK pubs. Serve over ice with a wedge of lime. www.sensationaldrinks.com
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smell of success What should a pub smell like? Log fires, old leather and brass polish? Hops, lemon zest and freshly cut grass from the beer garden? Hotels, airlines, fashion retailers and even supermarkets have been using scents for decades to help boost business (who isnâ€™t familiar with the aroma of fresh baked bread pumped through a superstore?) But the pub trade doesnâ€™t seem to have caught on to the power of pongs as yet, writes Robyn Black
10 OCTOBER 2018
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The perceived value of products increases in a pleasantly scented room, and there’s more of an emotional connection with the business
“Pubs have not traditionally focused on the entire customer experience, whereas for hoteliers and retailers it is right up there,” says Christopher Pratt, managing director of ScentAir, a firm dedicated to providing scents for brands and businesses in the US, Europe and the UK. “The current issues facing the high street and the pub industry, as well as the new digital age, do mean that licensees need to work harder now, however, so it should be something they are thinking about.” Smell is the first sense we use when we are born and scientists say it is the one most directly connected to the part of the brain responsible for processing emotion. We can as adults, recognise around 10,000 different scents, all of which can have a powerful effect on the way we experience our environment. But if you think a Glade plug-in might be the way to tap into this, think again. “That’s not a commercial solution, you have larger spaces for a start than in a domestic environment,” Christopher points out. “We are moving away from the perception of what we do as merely air freshener, as the business benefits are clear. There’s scientific research that substantiates what we tell our business customers, which is that scents can shape the perceptions of a brand; the perceived value of products increases in a pleasantly scented room; dwell time increases and there’s more of an emotional connection with the business. This will eventually lead to an increase in sales, returning customers and profit.”
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Indeed, the American Marketing Association claims that “people stay as much as 44 per cent longer in businesses that smell good” and a study by Nike suggested that adding scents to its stores increased intent to purchase by a whopping 80 per cent. And all this won’t cost a fortune – even a commercial specialist like ScentAir will “install scent for less than the cost of a cup of coffee a day,” says Christopher.
A joyful scent
If you are by now persuaded to get a sniff of the action, you might be wondering how to go about finding a smell of success for your business. The team at Holmes Mill in Clitheroe, Lancashire, a hotel run by the James’ Places Group, did just that. Group marketing manager Heidi Kettle takes up the story: “The hotel was in quite an industrial building and while it had the right look there was something missing. We discussed the lighting, background music and all the other elements and the smell came up – mainly the fact it was a new building and there wasn’t a characteristic smell there, other than ‘new’. “So, we approached a local business, Melt, that we already knew, and they asked us if we had thought about creating a signature scent, which we hadn’t.” Heidi and the group’s interior designer met with the scent experts from Melt and agreed on some aromas they believed suited the hotel. “We needed something with a broad ▶
Be At One in Sheffield uses the firm ScentAir to give its customers the right olfactory experience
If you are trying to get rid of a tobacco smell, you need something with a smoky note to work with it, such as verbena or oud
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appeal as we cater for a lot of corporate guests in the week and a lot of wedding guests over the weekend, which means we get a mix across all ages, genders and so on,” says Heidi. “We settled on a scent called ‘Joy’ which is a citrussy, clean, fresh, floral scent with undertones of soft wood and musk.” This is disseminated through the hotel reception, bedrooms and loos via reed diffusers – (for other ways to scent rooms, see overleaf). “Joy” has been a success and also sells well from the hotel’s reception where it is available for guests to buy – “We even had a compliment on our scent via a TripAdvisor review,” Heidi says. “It’s definitely something I’d recommend doing. Not only is it a lovely process but it means you really have to take time to think about your customers on another level.” So, how to find the right scent for your business?
Finding the right smell
Cheryl Hook, director of the very same Melt that worked with Heidi, says this can be tricky. “One thing you need to take into account is where it is going to be used,” she advises. “A signature scent in a reception area or snug is one thing but using scents in areas where people are eating and drinking
is another. That’s not to say you shouldn’t use them in such areas but there are some notes that should be avoided as they cut across taste, such as cinnamon, vanilla, mint — anything too woody or too strong. We would also take down the fragrance strength in these areas – what you want there is a gentle wash, nothing too strong that will detract from the food.” Light florals can work, she says, and some aromas even have the power to help digestion – a clean, green rose scent, for example. In areas where you need to mask bad smells she advises against trying to counteract the smell with its opposite: “If you are trying to get rid of a tobacco smell, for example, we find people think a clean and bright smell might do it but you actually need something with a smoky note to work with it, such as verbena or oud.” Oud, made from the heartwood of an aquilaria tree which has been infected by a particular type of mould, is one of the on-trend scents alongside other deeper, woodier aromas such as sandalwood and Fougère (just think of a really beautiful aftershave, says Cheryl).
Smoke and spice
Restaurateur Brian Hannon, co-founder and director of Super 8, the restaurant group that counts venues such as The Smoking Goat
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If food is what you are known for, smelling that is important, but it’s important to keep it to the eating areas. If I’m going for a pint in a real ale pub I want to be smelling hops, wood and a hint of brass polish
and Brat in London’s Shoreditch among its number, agrees that smells in pubs are important but approaches the issue from a different angle. Open kitchens, with charcoal grills, fresh ground spices and herbs are what Brian’s restaurants are known for and so he harnesses these rather than trying “to create something artificial”. “If food is what you are known for then smelling that is important, although I would say it’s important to keep that to the eating areas. If I’m going for a pint in a real ale pub what I want to be smelling is hops, wood, a hint of brass polish. Solus drinking occasions do not call for the smell of food from the kitchen and the waft of fish & chips, burgers or the grease from a deep fat fryer is never warranted.” Alistair Scott of Catton Hospitality, which includes three pubs, has a similar approach. “We generally have herb gardens outside the pub and fresh flowers inside and rely on those to create a pleasant scent for our customers,” he says. “But I have to admit I generally only think about pub smells in a negative way – how to get rid of bad ones and keep areas smelling fresh. In fact, I can’t think of any pub operator I know who puts in a specific smell like a fashion shop or hotel would do. “Thinking about this now though has made me wonder if we are missing something – after all we are very conscious about what stimulus there is for the other senses – the design, the music, temperature and lighting – but smell doesn’t come into it. “It’s reinforced for me the significance of it, though and I’m already thinking ‘how can I put more herbs near the doors?”
Ways to make your pub smell like heaven
Reed diffusers Use five reeds in larger rooms and three in smaller ones, to keep the scent from overpowering and turn every three to four days as part of the housekeeping rota.
Candles Look for a CLP (Classification, Labelling & Packaging regulation) label says Cheryl from Melt. “British made too, as there are strict regulations for British candle producers, which makes our candles not just better quality but also safer. Hand-poured is also often a label indicating a quality candle that is fragranced from top to bottom. Food and drink Positive aromas can be harnessed, such as bread or croissants baking, fresh herbs, coffee, and mulled wine or cider in the winter. Specialist equipment Timed devices that spray scents and even ways of pumping smells through your air conditioning system are supplied as a package by companies such as ScentAir.
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FAMOUS FOR HALLOWEEN Matt Eley visits a pub that works its supernatural side
I have had pubs and clubs for years and Halloween never used to do anything. Nowadays it is right up there
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It seems that every member of staff at Hangleton Manor has a ghost story to tell. There was the dog that bounded into the restaurant when every door was locked and the ghost who walked straight through a member of staff. Then there’s the legend of the 17th-century dovecote that is said to be haunted after being cursed by an angry monk, and the ghost of the maid looking for the baby she threw from an upstairs window. Not that Iain Giles, general manager of the Hall & Woodhouse pub in Hove, East Sussex, believes the legends. “People have said they see stuff but I’m not open to it,” he says. “We have a medium who loves coming here because there is so much going on.” But when it comes to ghosts and ghouls he very much believes in Halloween and the importance of the event to the business. This October will be his first at the pub he took on in February. Halloween has grown into a big driver of trade at the converted 16th-century manor, which was once home to the Sheriff of Sussex. The pub will be decorated, staff will dress up, and there will be activities for both children and adults. The stone tiles, heraldic emblems and 16th-century panelling all add to the atmosphere. Proceedings start in the afternoon with a ghost hunt for children. This was so popular last year that the queue to take part stretched from the pub through to the car park. “The Rotary Club run it as their charity night and from 4pm to 6.30pm it will be full of kids,” says Iain. “They have a big motionsensor, blow-up butler to welcome people at the door. They go on a ghost hunt outside
in the grounds, there’s apple bobbing, face painting, glowsticks and pumpkin carving. There were hundreds last year, so we will be hoping for the same again.” The mayor even puts in an appearance to judge the best fancy dress and best pumpkin competition. And there’ll be plenty of food to eat as well, with the pub providing a barbecue and soup to keep children warm and spirits high. The pub team then has “an hour of madness” tidying up before medium Karen Hillier takes to the stage for a night of clairvoyance.
“The guests come here for a medium night and it’s an added extra that it’s on Halloween. They might dress up for it as well. We get 50 to 60 people and you can buy tickets in advance. It’s her business so she hires the room off us. When she finishes I still have a pub full of people. “I watched some of the last show she did and you can see the shock in people’s faces at what is being said to them,” adds Iain. On top of October 31 itself Iain also has private parties booked in the pub’s function room on the weekend before and after Halloween, so he will expect more guests to get into the Halloween mood. He says: “Halloween has 100 per cent become more important in my time working in the trade. I have had pubs and clubs for years and it never used to do anything. Nowadays it is right up there. You have to make it as fun as possible and make sure you have the team in place.” He added that it is one of the most
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Hangleton Manor, Hove, East Sussex Built: 1540-1550 Staff: 18 On tap: Badger beers Online: www.thehangletonmanor.co.uk Fact: It is the oldest secular building in Hove.
significant trading opportunities of the year, along with Christmas and Easter. The latter sees a mass Easter egg hunt in the pub’s spacious gardens. Throughout the rest of the year, regular events are also becoming drivers of trade. Iain has introduced a poker night and the pub also has a quiz as it strives to make the manor a welcoming community venue. Private events in the function room also play a part, though the hire fee always goes direct to charity. “We have raised a lot of money for the Air Ambulance that way. We have the room and I don’t really believe in hire fees,” says Iain. But, for some, hire fees are a reality… and perhaps ghosts are too.
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RICHARD MOLLOY To love being a publican you must live being a publican. The average pub trades for around 85 hours a week; add on the extras before and after closing and you’re looking at over a hundred. There really aren’t many privately run businesses that keep such long hours. I mean who else regularly starts work eight hours after they’ve finished? Many stay above the premises, which is undoubtedly handy for work, but it certainly has its drawbacks. TV programmes are paused or muted at the sound of an accidentally broken glass; curtains are twitched searching for the owner of a raised voice outside. It’s not uncommon to find a landlord stalking through his pub in the dead of night, in his pants, holding a chair-leg and hoping, really hoping, that the burglar alarm is going off because of the wind. Meals are interrupted because of technical problems or cold callers, and you can more or less guarantee a shout up the stairs whilst in the passionate throes of a cheeky afternoon shag. So why do we do it? What are the perks? Well, for starters, sometimes you can go to work, eat, drink, socialise, and watch a live band without stepping a foot outside. You have your own bubble. People come to you and everybody knows your name. You’re a focal point for laughter and mock derision. Everybody wants a piece of you and if you don’t enjoy this part of the game then you might as well jack it in and get a normal job. But, of course, we can’t stay in the relative comfort of our own bar forever. We have to live a normal life too, and this is often where we realise our worth to the community. It’s nice getting many waves and bips of car horns when walking around our local area. There’s always somebody you know to chat to in the supermarket and people are genuinely pleased to see you. Of course they are! You’re the person that gets them pissed. You’re the peddler of pleasure; a purveyor
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Bump into one of your regulars in another pub and you’ll be greeted with a nervous laugh
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
of acceptable highs; an agent of escapism, and due respect is proffered. A visit to a rival pub is generally very interesting. Publicans are usually genteel toward one another and your drink is often on the house, safe in the knowledge of reciprocation when they visit you. The conversation is always about business and rarely honest. If you’ve been busy you don’t wish to gloat and you’ll never admit to trade being crap, but you talk the talk and dance the dance of landlords and landladies everywhere. And whilst you may feel a little out of your comfort zone drinking in another pub, it’s nothing compared to bumping into one of your regular customers. Often they adopt an air of a naughty child and usually blurt out one of three standard and deliciously glib sentences by way of greeting followed by a nervous laugh: “What are you doing here?” (Er, I’m having a drink, pal); “You’re in the wrong pub aren’t you?” (No. I usually go exactly where I mean to go); “Are you lost?” (No. I only live a hundred fucking yards away). So you sip your drink and scan the bar. Chat to those you know and note how much more difficult it is to be comfortable with someone merely by a change of backdrop and a shift in roles. You’re not their landlord here. There’s a different ringmaster in this tent and they don’t wish to be disloyal. Of course this is subconscious and no harm at all is meant, but it does make me chuckle every time. Then usually there’s a meeting with the bloke you barred three years ago. The conversation is always extremely amiable, the health of your family is enquired about, a drink is offered by them and politely refused by you. For all the world this is a catch-up between two old friends. Then, eventually, they ask you if they can come back in your pub, you say no, and they call you a twat. At this point you generally say your goodbyes and plod back to the comfort of your own home, which, rather splendidly, happens to be a pub with your friends in it.
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drink An estimated 10 million people visit craft breweries in the US every year, according to the Brewers Association. Beer tourism is an increasingly important part of the business mix for brewers big and small in the UK too — demand for tours at Greene King is so great the brewer has even launched a 3D virtual tour of its brewery recently. Most of the money from beer tourism goes to breweries at the moment, but what if pubs could get in on the action? On October 8-9 in Norwich the inaugural Beer Cities Forum is taking place. Its organisers are hoping to bring together the movers and shakers from several Beer Cities across the UK to join forces to boost their own events and to spread the word so more towns and cities start their own. “The British Beer Cities initiative will pull together the regional events and venues to create a bigger movement. We aim not only to establish Britain as an international beer destination, but to create the world’s top ‘Beer City
with ROBYN BLACK
Nation’,” Dawn Leeder, founder of Norwich City of Ale and British Beer Cities, says. You may not be attending the event yourself, but that doesn’t stop you from getting involved. Check out the website, join an existing Beer City initiative near you or set up your own version. The business case is clear. Aside from the obvious benefit of getting more punters through the door, there’s also the possibility of accommodation business for those of you with rooms and, as Dawn says, the potential goes beyond the UK market. Last year, for example, a record number of tourists visited Scotch whisky distilleries. There were 1.9m visits in 2017, up 11.4 per cent on the previous year, according to the Scotch Whisky Association, and visitors came from as far afield as India, China and Japan. There’s no reason why these figures couldn’t be matched or even surpassed by beer tourists, and pubs should position themselves for a slice of the action.
Most of the money from beer tourism goes to breweries at the moment, but what if pubs could get in on the action?
COMMERCIAL BREAKDOWN KUMALA • Keep it Kolourful Brand owner Accolade Wines is putting £1m into this campaign for the UK’s leading South African wine. It is hoped the activity, which includes outdoor posters and on-pack promotions, will “bring some distinctive South African spirit to the UK market”.
WKD • Student team As you read this, the 48-strong WKD student team is busy in 12 UK cities making the most of Freshers’ Week. It is hoped the drive will build brand awareness and drive trial of new variants WKD Mango and WKD Mixed cocktails.
BUD LIGHT • Official partner of the England men’s senior team In its new role as the official beer of the England football team, the American beer will initially increase its presence at Wembley Stadium before rolling out a wider campaign to make the most of the sponsorship.
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Hartwall Original Long Drink
Many know it as the national drink of Finland, where it is known as “Lonkero” (“long drink”). This pre-mixed drink made from Finnish gin and grapefruit soda is now available in the UK. First created as a limited edition for the 1952 Helsinki Olympics, it proved so popular production never ceased and today it is still made by the Hartwall Brewery in Helsinki. 0203 195 2960
A trio of small-batch liqueurs has been launched by this Sussex-based start-up. They comprise Whiskoffy, a blend of malt whisky and 100 per cent Arabica coffee; Tequilomile, tequila blended with herbs, chilli and orange, and Whinger, a whisky and ginger blend that promises “a fiery kick”. www.marvolios.com
Look out for... X Ale
Kiwi brewers the Yeastie Boys have teamed with the Hook Norton Brewery as part of its 10-year anniversary celebrations to brew 10 beers in collaboration with 10 different brewers. James Kemp of the Yeastie Boys said: “Hook Norton was one of the first UK breweries I fell in love with. Poring over their brewing records I found a recipe exactly 100 years before our 10th birthday with a surprisingly modern style. X Ale is a good nod to the old and new, our love of tradition and mucking about with it in a respectful way.” www.hooky.co.uk
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Coca-Cola has redesigned the packaging for its original and zero-sugar variants. Both still feature the distinctive red colour but a coloured band across the top of bottles and cans will denote which variant is which. A £5m marketing campaign will boost the move, alongside “extensive” sampling taking place until the end of the year. www.ccep.com
21 27/09/2018 01:12
LEADING THE LOW & NO
GREAT TASTE, NO ALCOHOL,ONLY 69 CALORIES 1 - HUK Star Pubs &Bas Proprietary Data, Jan-Apr 2018 2 - CGA On Premise Measurement Data P08 (12/08/2017)
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HIGHEST RATE OF SALE IN THE CATEGORY AND DOUBLE THAT OF THE NEAREST LEADING COMPETITOR1 RESPONSIBLE FOR 70% OF LOW & NO VOLUME SALES GROWTH2 SUPPORTED BY Â£6M TV CAMPAIGN, THE BIGGEST EVER FOR AN ALCOHOL-FREE BEER
HOL ad page2.indd 23
GOLD MEDAL WINNER IN THE 2018 DRINKS BUSINESS GLOBAL BEER COMPETITION
Beyond the by ROBYN BLACK
In exclusive partnership with
It’s no surprise that the “alcohol alternative” or “zero proof” sector is currently the most dynamic in the drinks trade: Half of people now moderate their alcohol intake; as few as one in 50 young adults is classed as a “frequent drinker” (drinking on five or more days a week), and more than a million extra people have chosen to abstain from alcohol entirely in the last four years*. So why isn’t this reflected in the drinks offer of the average pub? It’s an important issue to address, given 15 per cent of people say they would visit pubs more often if there were better nonalcoholic drinks available (Populus Pub Survey, March 2017). That’s not to say standard soft drinks don’t play a part but they should be part of a more innovative mix these days, in among low- and no-alcohol beer for example, a category that is, “now worth £36m to the UK on-trade (CGA to end Jan 18),” says Jerry Sheddon, category and trade marketing director at Heineken UK. Heineken is already a player in this sector, having launched its Heineken 0.0 brand last year. “Currently only 47 per cent of consumers are satisfied with the no- and low- offering in the UK (Ipsos) and are looking for global premium brands and products that taste great. There is, therefore, clear room for licensees to expand further in this market,” Jerry says. “It’s important for licensees to review their range and ensure they are stocking options to suit all customers, including those looking
to moderate their alcohol consumption, or abstain completely.” Heineken itself is investing heavily in the opportunity – putting £6m marketing spend behind Heineken 0.0 this year, which it claims is the biggest campaign for an alcohol-free beer in the UK to date – in a bid to address the barriers to consumption, taste perceptions and social stigma. “We have a bold ambition and a great commitment to lead the premium nonalcoholic beer segment and build positive
*all figures Ipsos
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Heineken is putting £6m marketing spend behind Heineken 0.0 this year, in what it says is the biggest campaign for an alcohol-free beer in the UK to date
In exclusive partnership with
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associations around drinking choices – in other words we want to make alcohol free beer cool,” said UK brand director Nic Casby at the campaign’s launch.
Beer without the booze
Beer has in fact been at the forefront of the “alcohol alternative” movement for some time – as far back as the ill-fated days of Kaliber (even if that was a brand that arguably put the category back by some decades). The launch of Beck’s Blue, the zeroalcohol version of AB InBev’s Beck’s brand, some 10 years ago helped put the category back on track and the company has since followed this up with the launch of Bud Light (into the lower alcohol sector at 3.5 per cent ABV) and Budweiser Prohibition into no alcohol this year. “It’s not necessarily a new consumer trend but one that we’ve seen pick up momentum over the past couple of months – with the low- and no-alcohol beer category growing 19.5 per cent in the UK over the past year (IRI),” explains the brewer’s head of trade marketing, Sharon Palmer. What’s more, such drinks are bringing new drinkers into beer: “Over eight per cent of Bud Light buyers are new to beer and 10.6 per cent of them are new to lager,” she says. German brewers have been leading the way for decades and 2017 was a record-
breaking year for its best selling zero-alcohol brands, Krombacher Low Alcohol Pils – sales grew by more than 40 per cent in the UK against 2016’s figures, says Stefan Kofler, UK sales and marketing director for the brand. “Low-alcohol beers couldn’t be spoken of without a joke in the past, whereas now there are low and no beers that can not only stand alongside full-strength beers but can actually outshine many. So, choose brands that don’t just tick the low/no box but tick the box for flavour, mouthfeel and taste quality as well. “Then make sure you promote. There’s no point stocking a low/no range and then putting it in the bottom of the fridge. Be creative with promotion in venue and on social media.”
Opportunity for cider
Of course, low- and no- alternatives are not confined to the beer sector alone. Heineken moved into no-alcohol cider earlier this year with Old Mout Alcohol Free Berries & Cherries, as did Sheppy’s with its Low Alcohol Classic cider at 0.5 per cent ABV. “This traditional, classic cider remains true to our cider making heritage and methods – just with a lower alcohol content to meet today’s consumer lifestyle choices,” says David Sheppy, master of cider. “It has been
revealed that 30 per cent of people sitting in a pub or bar are not actually drinking alcohol (ONS). Publicans should get ahead of the movement now to profit from them by marrying the two popular alcohol trends of low alcohol and craft,” he adds. Fellow cider-maker Westons is keen to exploit the opportunity too, having this year refreshed its no-alcohol cider, Stowford Press Low Alcohol, with a new label. Its recent Cider Report 2018 pointed out that: “Low- and no-alcohol products are rising in acceptance and are now seen by consumers as a positive discovery choice based on taste, flavour and experience rather than just having to choose something when ‘you’re not drinking.’ The implications for the cider category are huge.”
Wine has also secured itself an invitation to the sober revolution with alcohol-free brands such as Eisberg as well as loweralcohol variants of brands such as Echo Falls. Echo Falls Spritz was launched back in 2009, while Blossom Hill Spritz hit the market last year. There’s even such a thing as non-alcoholic spirits these days… Seedlip, now part-owned by Diageo, describes itself as a “non-alcoholic distilled spirit” and is designed to go with tonic. It has been joined in the burgeoning sector by Ceder’s, part of the Pernod Ricard portfolio,
which is designed as an alternative to gin. “There’s non-alcoholic news in virtually every sector in this space and we absolutely applaud the increasing choice,” says Ounal Bailey, co-founder of WiseHead Productions, a company launched by Britvic which is dedicated to bringing innovative products to this part of the market. “At WiseHead we have innovated in familiar spaces, as well as creating some new options, for example our London Essence range, which contains distilled essences and is lower in sugar.” The operation has also launched Monte Rosso, a Campari-like aperitif alternative and T&E No 1, made with “steam-distilled botanicals”. And if you think such products are a bit niche and intended for the top end of the market, think again. “We have been working with Mitchells & Butlers, who are now offering T&E No1 across a number of their sites. Their leadership in this space shows how many customers are open to choosing zero-proof drinks,” says Ounal.
Mocktails get cool
Mocktails are a good low-cost entry point for licensees keen to set up an alcohol-free offer that is on-trend, tempting and which commands a premium – but be warned: “Opting for a lower ABV doesn’t mean customers are willing to compromise on
In exclusive partnership with
German brewers have been leading the way for decades and 2017 was a record-breaking year for its best-selling zero-alcohol brands, Krombacher Low Alcohol Pils
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trade.inapub.co.uk 27/09/2018 05:53
Heineken 0.0 – the time is now Nic Casby, Heineken® UK Brand Director
taste,” says Ed Jones, senior customer marketing manager at Vimto Out of Home. “They aren’t just looking for any old drink to replace alcohol. Exciting, adventurous flavours and unusual textures such as frozen are key drivers in no- and low-drinks.” Its slush brand Starslush offers varieties including the watermelon-flavoured Unicorn Starslush and Blood Orange, which are just the sort of drinks to add interest to a core range of popular mocktails such as the Virgin Mary and Virgin Mojito.
Whatever you choose to offer your abstaining customers, however, make sure you pay just as much attention to the presentation as you would to a full-throttle beer, cider, wine or cocktail. “The reasons why consumers choose non-alcoholic drinks in the on-trade are many and varied but the one thing that unites these customers is their desire not to be treated like second-class citizens,” explains Sam Mitchell, marketing director at SHS Drinks, which counts Bottlegreen pressés and cordials among its portfolio. “Non-alcoholic drinks in pubs need to have an element of ‘treat’ about them – that might be in terms of flavour or packaging or serve. Pub-goers not drinking alcohol want to enjoy their visit just as much as those who are – pub-goers are pub-goers, after all.”
In 2016, we recognised that the No & Low category was a key growth driver for the UK on-trade. The category had been steadily growing at 6.5%1 but despite strong performance, there was a distinct lack of awareness of the category and many of those consumers who were aware of alcohol-free beer, had often had a negative drinking experience. Off the back of this strong category & consumer insight Heineken 0.0 launched in March 2017 and quickly become the fastest growing brand in the alcohol-free segment, growing 187% in the last year2. With the growing trend of healthy living, consumers are looking for natural products like beer but with low or no alcohol. Heineken® 0.0 has been leading the charge thanks to its great taste, natural ingredients and the fact that it only has 69 calories. This year we have continued to lead the category by growing mass awareness & driving trial through the biggest ever campaign for an alcoholfree beer in the UK. The integrated ‘Now You Can’ campaign included a £6million investment in TV. For licensees it’s important to review your range and ensure you are stocking options to suit all customers, including those looking to moderate their alcohol consumption, or abstain completely. In the past few years, there’s been a significant shift in the way people are consuming their alcohol – they want healthier, low-alcohol choices, without compromising on taste. In fact, 50% of people now moderate their alcoholic intake3 and 15% would visit pubs more often if there were better non-alcoholic drinks available4. It’s clear the market is in demand, with the category seeing growth in terms of volume and value5, we’re pleased to say Heineken 0.0 is responsible for 70% of the volume sales contributing towards this growth. With the end-of-year festivities right around the corner, it’s important to remember that consumers may be looking to moderate. Given the current trend of healthy living, no and low-alcohol drinks open up more social occasions for customers to visit the on-trade. So there’s no better time than now to think about stocking Heineken 0.0 in your outlet. Tasting notes Heineken 0.0 is brewed from scratch and has a perfectly balanced taste with refreshing fruity notes and a soft malty body. Perfect with Mediterranean dishes or a classic vanilla cheesecake, at just 69 calories, this is a great refreshing drink for all. Heineken_UK Heineken_UK Heineken
1.CAGR 2012-2015 2. Nielsen & CGA Data; Rolling MAT, YOY Comparison from June 2018, Low & No Segment UK 3. IPSOS RESEARCH All LAD consumers in UK: n=424, 0.0 drinkers: n=186 4. Populus Pub Survey, March 2017. Telegraph, September 2017
5. CGA On Premise Measurement Data P08 (12/08/2017)
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Festive cheers by ROBYN BLACK
CGA’s Christmas Report 2017 indicates that 36 per cent of people are likely to pay extra for a better-quality drink than they would usually choose over the
In recent years between 30 and 40 per cent of all annual alcohol sales have taken place in the 12 weeks leading up to Christmas*. So, the talk might be all about the turkey but if you want your tills to ring out this Christmas then your drinks offer needs to shine brighter than the star * CGA and Nielsen figures atop your tree.
And for that you need a drink offer fit for the party season, which means taking a good look at your selection of spirits, a category that consistently outperforms other categories at this time of year. In 2017 the UK on-trade sold an additional 65 million serves over the Christmas period compared with the average month, according to CGA’s Christmas 2017 report. “Licensees can make the most of the occasion by planning well in advance and stocking up on a wide range of the bestselling brands and must-stock premium variants,” advises Faith Holland, head of category development at Diageo. “They should also remember the importance of extending the occasion by offering customers a spirit combination that they might not expect to see and adding seasonal twists to classic combinations to re-invigorate their drinks menus and complement seasonal food menus.” It is also worth mentioning that engaging with pub-goers during the festive period can drive year-round consumption of brands. – “Some 65 per cent say they are likely to re-purchase a new serve they have tried over Christmas or New Year,” Faith says. This means persuading drinkers to trade up at this time will reap rewards for
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Everything that is offered and communicated across the most wonderful time of the year should shout premium
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the rest of the year. Luckily the spirit of the season means they are more than open to the power of suggestion. CGA’s Christmas Report 2017 indicates that over the festive period, 36 per cent of people are likely to pay extra for a better-quality drink than they would usually choose.
Time for a treat
This isn’t just true in spirits of course, the treat mentality at Christmas goes across food and drink categories, as Liam Newton, vice president marketing at Carlsberg UK, points out. “For many consumers Christmas is all about the treat occasion – both for themselves and their friends and family. This presents operators with a simple focus for the season: premiumisation. Everything that is offered and communicated across the most wonderful time of the year should shout premium. “One way to effectively do this is to create a Christmas-specific menu which
appears to be markedly different from the day-to-day one. For the operator, though, it doesn’t have to be complicated or timeconsuming – simple tweaks and tricks can be implemented to achieve the desired look and feel. For example, with the drinks menu, publicans can simply upgrade their standard lager to a Christmas variant or premium option.” There is certainly no shortage of premium beers to choose from these days and seasonal beers too proliferate at this time of year, from local, national and international brewers alike. Generally speaking it is the time of year for darker beers, porters and stouts, as well as those with festive flavours such as spices, chocolate and coffee. Keep an eye on the Inapub website and social media feeds for news of such releases in the run-up to December. “Amongst all the festivities it is important, however, that operators don’t overlook the increasingly large pool of consumers who are looking for no- and low-alcohol
SCHWEPPES 1783 CUCUMBER TONIC WATER
beverages,” warns Liam. “In fact, recent figures from the Office for National Statistics show 10.6 million UK adults don’t drink alcohol. Stocking a varied selection of alcohol-free drinks is a great way for publicans to appeal to this group of consumers. One category that operators should explore is low- and no-alcohol beers such as Carlsberg 0.0 or San Miguel 0.0.” Heineken is another brewer currently throwing some serious weight behind its 0.0 variant. For more on low- and no-drinks check out our feature on pages 23 to 26.
Softly does it
Cucumber Pink With Schweppes 1783 Cucumber Tonic Water Glass: highball Ingredients: 50ml pink grapefruit vodka, 200ml Schweppes 1783 Cucumber Tonic Water Garnish: pink grapefruit and fresh ginger Method: Fill a highball glass to the top with ice. Add the vodka and top with Schweppes 1783 Cucumber Tonic Water. To garnish: peel the skin of a pink grapefruit, taper and twist inside the drink, add a slice of fresh ginger. For more, visit www.schweppesmixers.co.uk
New range of unique natural flavours. Inspired by the master.
GET IN CONTACT TO FIND OUT MORE AT CONNECT@CCEP.COM OR CALL 0808 1 000 000.
All this chat about no alcohol brings us rather neatly to the importance of soft drinks at Christmas. “Last year we undertook research into just that subject, which revealed that almost half of consumers were set to buy more soft drinks at Christmas. This highlights a clear seasonal sales opportunity that operators need to be prepared for,” says Russell Goldman, commercial director for foodservice & licensed at Britvic. “The results also showed that 21 per cent of consumers don’t think there are enough premium soft drinks to choose from. This increased to 27 per cent amongst those aged 25 to 34 and highlights a major gap in the market.” There’s currently enough innovation at the premium end of the soft drinks market to make adding some interest an easy enough job. Look at launches from established brands such as this year’s J20 Glitterberry for example, (which is already available), Vimto’s slushie brand Starslush; Global Brands’ Franklin & Sons range, and Fentiman’s variants. Or look out for emerging craft brands. And don’t neglect your energy
© 2018 European Refreshments. All rights reserved. SCHWEPPES, the FOUNTAIN DEVICE, the SCHWEPPES 196 GRAPHICS and J.SCHWEPPE and Signature Design are registered trade marks of European Refreshments.
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Don’t forget the growing pool of customers who
SCHWEPPES 1783 SALTY LEMON TONIC WATER
are looking for low-alcohol or alcohol -free beverages
drink range at this time, either. “Red Bull is a must-stock for pubs over the festive period,” says Mark Bell, strategy and planning manager for the brand. “As the fastest seasonal growing category, functional energy drinks grew 6.7 per cent in value over the festive period in 2017, according to IRI figures,” he adds.
Beyond low- and no-alcohol drinks, other trends to tap into this Christmas include gin (of course), rum, and fortified wines. “This year has seen a revival of interest in fortified wines particularly vermouth, which continues to benefit from the unrelenting popularity of the Negroni,” says Amy Burgess, trade communications manager at Coca-Cola European Partners.
Christmas on a Tuesday “Last year Christmas fell on a Monday and the trade saw a big sales peak on the Friday immediately before,” Diageo’s Faith Holland reports. This year Christmas Day again falls on a Tuesday, “so there is good opportunity for even further extension of the weekend from Thursday December 20 to Monday December 24.”
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Sbagliato With Schweppes 1783 Salty Lemon Tonic Water Glass: rocks Ingredients: 25ml Campari, 25ml sweet vermouth, 200ml Schweppes 1783 Salty Lemon Tonic Water Garnish: orange slice Method: Take a rocks or tumbler glass and drop in a large piece of block ice. Pour in Campari and sweet vermouth before topping with Schweppes 1783 Salty Lemon Tonic Water. To garnish: take a large slice of orange and place at the back of the glass. For more, visit www.schweppesmixers.co.uk
New range of unique natural flavours. Inspired by the master.
GET IN CONTACT TO FIND OUT MORE AT CONNECT@CCEP.COM OR CALL 0808 1 000 000. © 2018 European Refreshments. All rights reserved. SCHWEPPES, the FOUNTAIN DEVICE, the SCHWEPPES 196 GRAPHICS and J.SCHWEPPE and Signature Design are registered trade marks of European Refreshments.
The CGA report shows that 8.7m British consumers drink cocktails when out and about now
Enhance your G&T Diageo boss Charles Ireland has predicted that gin will be the drink of Christmas 2018 (check out the story on the Inapub website) and there’s lots of ways you can play with it to ensure it’s fit for the party season. Introduce seasonal garnishes, such as cinnamon sticks, pink peppercorns or juniper berries; switch to pink gin, which has been the success story of this year in drinks and play around with the myriad of flavoured tonics now available, advises Andrew Jackson, marketing director of Fentimans. “According to Mintel consumers are continually seeking new and exciting flavours and looking for ways to enhance classics like the faithful G&T,” he says. “With this in mind licensees should ensure their product ranges include something to suit all tastes… as well as more exciting and unusual flavours. Our award-winning Pink Grapefruit Tonic Water has proved hugely popular with fans of our drinks, for example, and adds a refreshing and distinctive zest to many drinks combinations.”
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“Tipples like Sherry and sake will be very popular this Christmas as an alternative to stronger spirits, as consumers seek loweralcohol options when choosing a mixed drink. Sherry and vermouth are now commonly served with tonic as a less alcoholic, innovative twist on the classic G&T.”
Should you wish to take your drinks offer beyond mixed drinks and into cocktails this festive season though, then much like the Three Kings, you’d be making a wise move. As Amy points out: “Cocktail sales are booming and have grown at nearly double the pace of the wider spirits market in the first quarter of 2018 (CGA Mixed Drinks Report 2018) and this is likely to continue throughout the year and drive sales at Christmas.” The CGA report shows that 8.7 million British consumers drink cocktails when out and about now so if you don’t currently serve cocktails, this Christmas might well be the time to introduce some to your offer. “The cocktail category is being driven by consumers that are on the hunt for new experiences. At Christmas, operators can
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There’s no sensation like slush!
A fun, festive drinks offering should be promoted right alongside advertising for Christmas party bookings and events. It’s a great way to drum up excitement
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make the most of this demand for new taste combinations by designing festive signature cocktails that are exclusive to their venue,” Amy explains. “Putting a unique festive twist on classic favourites is another great way to personalise serves and make a venue’s cocktail offering more appealing.” Dig out September’s issue of Inapub for our feature on doing just that if you need some inspiration.
Shout all about it
Whatever drinks you are serving this Christmas, though, you need to make sure you promote them. “A fun, festive drinks offering should be promoted right alongside advertising for Christmas party bookings and events,” says Ed Jones, senior customer marketing manager at Vimto Out of Home. “It’s a great way to drum up excitement and highlight to consumers what will make their party extra special, in turn ensuring your books fill up fast.” Eye-catching point of sale, promotional menus on tables, posters and chalk boards are all effective tools. Think also about direct marketing, such as in newsletters and emails, and of course social media is now a crucial part of the mix. “With social media you can be really targeted in your approach, such as aiming your message at local businesses, so they come by after work for festive drinks, or promoting deals on fun and adventurous flavours,” suggests Ed. Do all of that and you’ll be sure to fill your stocking with extra profits this Christmas.
Ed Jones, Senior Customer Marketing Manager, Vimto Out of Home
It’s said people eat with their eyes, but did you know people drink with their eyes too? These days drinks provide more than just refreshment, they provide excitement and experience. As consumers look more and more to new sensations, we’re seeing a boom in demand for frozen drinks. At Vimto Out of Home we served 40 million cups of slush last year alone. There’s no sensation like slush – and while it’s a drink that was previously associated with theme parks and leisure venues, it’s now increasingly in demand in pubs too. And not just throughout the summer, but year-round. It’s no longer restricted to children either – you can’t miss the current frozen cocktail trend – from classic frozen daiquiris to unique frozen Unicorn Sparkle, our latest, most innovative serve made from gin with watermelon-flavoured Unicorn slush. People are even taking it a step further with frozen cider and Frosecco. So where to begin when looking for a frozen drinks provider? You need a supplier with distinctive slush brands, that will support you through POS and innovation – and that provides quality free on-loan equipment together with best-in-class service. At Vimto Out of Home, Starslush and FRYST are our leading brands. Starslush is the only brand that uses 100% real vitamin-packed fruit juice with no nasty artificial ingredients! We have a range of flavours, including brand new shimmery, watermelon-flavoured Unicorn slush. You can make it even more fun by offering a range of flavours and toppings, including sweet treats. Our iced cocktail brand, FRYST, which is seeing rapid growth, allows you to have frozen cocktails on tap. Requiring minimum time and effort, bar staff simply have to pour the base spirit, add the frozen mix and serve, opening up a world of opportunity in cocktails. For more information visit
6 BOTTLES OF GIN
Do you serve
Britain’s Best Gin & Tonic? A G&T is a British classic and we want to find the nation’s best one. We want to track down which pub serves the greatest gin & tonic of them all. Perhaps you serve yours with a twist? Maybe it’s the garnish that makes it, or the glassware or a combination of all three? Maybe the secret’s in the ice, or that you keep things simple but do it so well you are sure it will be crowned Britain’s best. However you make it, if you think it’s any good we want to hear about it. In partnership with Diageo, we are offering a prize of six bottles of either Gordon’s Gin or Tanqueray to the winner.
HOW TO ENTER Send a picture of your gin & tonic to firstname.lastname@example.org or put it on social media using #DiageoGin and @Inapub for Twitter, or @Inapub_ on Instagram, by Friday November 30 2018. Please also list its ingredients and let us know why it is a winner. Entries must be made using a Diageo gin – choose from the Gordon’s or Tanqueray ranges.
COMPETITION DETAILS Following the closing date of Friday, November 30, 2018 a shortlist of entrants will be compiled and Inapub will contact the finalists for more details about their drinks. The winning gin & tonic will feature in the January issue of Inapub, on our website and across our social media channels. The winner will then be contacted by Diageo to arrange delivery of the prize.
Normal competition rules apply. For full T&Cs visit trade.inapub.co.uk p34 diageo comp.indd 34
DOES YOUR PUB SERVE THE BEST GIN AND TONIC?
Enter our competition now by emailing email@example.com or via the Inapub social channels Please drink responsibly.
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27/09/2018 24/09/2018 02:19 15:38
Sponsored by BB Foodservice
with TONY HOLMES, SALES DIRECTOR, BB FOODSERVICE (BESTWAY WHOLESALE)
After a strong summer helped by an unexpected long run in the World Cup which boosted pub sales, it’s essential to keep up the momentum and make sure you’re all set to make the most of Christmas. In a competitive trading environment that’s been hit hard with rising cost pressures, it’s more important than ever to work with your catering wholesaler to get the best deals, not only on food and drink but also essential kitchen nonfood items. At BB Foodservice, we work hard with suppliers to secure the best prices, so it’s one less thing for our customers to worry about. Pubs are at the heart of our Christmas celebrations and operators with the right menu will stand out from the competition and make the most of the busy festive trading period. And while diners will still want the traditional trimmings, consider other options. Goose and pheasant are an interesting alternative to turkey. Lamb and pork can
have a high profit margin, and you can add your own festive twist This year we’ll see more diners opting to go meat-free, so it’s important to make sure they’re not left out. 70% of diners will avoid pubs that don’t serve a vegetarian option, and Christmas is no exception. So, pubs need to make sure they include exciting alternatives for vegetarians and coeliacs – if special diets are not catered for, party group bookers will book elsewhere. In fact, 67 per cent of people with a food allergy decide where their friends and family go out to eat. And when it comes to booze, Prosecco will feature high on the list. But don’t forget to include cocktails as consumers are more adventurous at Christmas. Rum-based drinks are predicted to grow at a faster rate than gin by 2020, with golden rum seeing a particular surge in popularity.
Soggy chips solved?
Can pubs keep up with food trends?
One of the world’s largest potato firms, Lamb Weston, claims to have solved the problem of the soggy chip with a new concept. The product, Crispy on Delivery, is aimed specifically at the home delivery market but potentially applicable across all food businesses. It aims to ensure chips are delivered hot and crispy. It could open up the home delivery sector for pubs that serve chips – and which have previously avoided the market due to concerns over quality and sogginess from kitchen to table. The product is a combination of a new chip product and new packaging, which together mean that even after 20 minutes, you still get a hot chip. Pubs are increasingly using services such as Deliveroo, Just Eat and Uber Eats to take advantage of the home delivery market — maybe this chip solution could help them compete in the market?
I have always loved street food. But will the shifting delights ever end – and can pubs ever keep up with the constantly changing market? Last week on a boozy night out – taking in quite a few pubs, of course – I had a doner kebab. At least that’s what I thought it was, but I was joyously mistaken: it was a vegan doner substitute. It was absolutely delicious, and a wonderful example of the so-called ‘dirty vegan’ trend. But the excitement at the flavour of this ‘doner’ was bittersweet, as it was a stark reminder of the poverty of food options in the pubs we had just visited. So here’s an invite to pubs – get the vegan doners, or something like their equivalent, on the menu. Of course, keep the fish and chips and pies. But don’t be scared to think outside the box, whatever the naysayers may think.
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By JAMES EVISON, INAPUB EAT EDITOR
CHRISTMAS DINNER Tony Holmes, BB Foodservice
“With turkey, timing is everything. A turkey crown is the body of the bird with the legs and wings removed leaving the white breast meat. Ideal for smaller gatherings, crowns take less time to cook and cut down on any leftovers. “
Pigs in blankets
“Pigs in blankets, simple yet delicious. The perfect accompaniment to your Christmas dinner.”
“Christmas dinner wouldn’t be Christmas dinner without all the trimmings. Brussels sprouts, the Marmite of vegetables, are a must whether you love or hate them.”
Golden Crunch potatoes
“For us the perfect roast potato should be golden and crunchy on the outside and extra-fluffy in the middle. Sprinkle with a little sea salt to serve.”
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by JAMES EVISON
Christmas sees an increase in groups of family and friends, presenting an ideal opportunity for savoury and sweet sharing platters
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Want to try something a bit different this Christmas? There is an exciting range of possibilities out there. One option for licensees that don’t want to make things unnecessarily complicated by sourcing different ingredients is to simply change the method of cooking the dishes. An easy and pub-orientated approach is to cook with beer, preferably locally produced ales or those supplied from the brewery associated with the pub – and
putting the results on the menu. Angus McKean of Fuller’s The Red Lion in Barnes, London, spoke to Inapub about how to achieve success. “The thing about cooking with beer is you do not treat it like wine at all,” he says. “You have to treat it like a seasoning.” The problem is hops, he explains: “As a general rule, cooking with pale ales is something you don’t want to do, as they are so astringent. You could probably do a light vinaigrette. But the general rule is keep it light, like using lager for a bread sauce or with cabbage.” The only time you should reduce beer down is with dark ales for cooking with beef or red meat, according to Angus. He says: “Stouts are awesome. The intensity can also be mimicked in the gravy with rich malty
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beers.” Yorkshire puddings and beer “don’t work”, Angus says: “It must be something to do with the chemical reaction needing milk. I tried with flat beer and cream to mimic milk – it kind of worked and had a lovely flavour, but would have been ridiculed as a Yorkshire pudding.” Matching the beer style with other ingredients is also a key to success. Angus says: “I do the roast potatoes with a Marmite and Fuller’s Vintage Ale glaze. With Marmite being the left over product of brewing I thought this would work well with the richness of the ale. Another glaze that works well is honeyglazed carrots using one of the honey-based beers as a seasoning.”
Sharing is caring
Christmas is a time for sharing – and the food on the table should be no different. Jessie McCarthy, brand manager of Big Al’s Foodservice, says diners are often looking for an alternative to traditional canapés when out celebrating - making sharing platters a “must have”. Anna Sentence, gourmet marketing manager at Callebaut, agrees. She also sees sharing dishes as an opportunity to take the pressure off the kitchen. She says: “Christmas sees an increase in groups of family and friends dining out, presenting an ideal opportunity for sharing platters and cakes. This not only provides a unique way to offer group dining, but will take the pressure off both the kitchen and front of house staff by allowing them to provide a single dessert dish that can be served at the table by diners themselves. “For added theatre, front of house staff can decorate or top the dessert in front of customers,” she concludes.
Pretty as a picture
Sweet potato from Aviko. Premium sides, cooked from frozen, can make a big impact while leaving the kitchen time to focus on the main
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With more and more consumers ‘eating with their eyes’ through social media platforms, pubs can also create Instagrammable festive dishes to entice customers. Philipp Laqué, managing director of Revenue Management Solutions, says focus on what can be achieved. He says: “There will undoubtedly be some times when this just isn’t feasible, and in
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Garnishes can make a dish more exciting. Especially at Christmas – a dusting of icing sugar can go a long way towards making a dessert look snowy
Christmas is a time for sharing, as pointed out by Big Al’s Foodservice, purveyors of various easy-to-serve sharing platters
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this case an operator might choose to have just one or two flagship dishes which are ‘Instagrammable’. “It’s important to remember that unusual garnishes can also be used to make a dish more aesthetically pleasing, edible flowers and unusual fruits can be added to the tops of traditional deserts to make them more exciting.
“Especially at Christmas time, a dusting of icing sugar can go a long way towards making a dessert look snowy.” Christmas is also the perfect time to upsell your dishes as people look to splash out – but this may require some training. Phillipp says: “We believe pubs should spend time training front-of-house staff to upsell on items, particularly at a time of year where consumers might be willing to spend more and indulge on seasonal specials. “They need to ensure these are items that will achieve profit equal to or greater than similar products or their efforts will be wasted.” Before updating menu content and design, operators should always fully understand the financial implications. Miss the mark and the consequences could be disastrous, even for the most adventurous of palates. Anna Sentance, Gourmet Marketing Manager for Callebaut UK and Ireland, agrees that the increased footfall offers an opportunity to “offer a point of difference” and leave customers with the right “lasting
Impressions” – but avoid additional pressures on busy chefs and front -of-house staff. She says: “Research shows that with the holiday season comes more liberal consumer spending, providing publicans a prime opportunity to upsell, cross sell and pair menu items; such as a festive-twist on Callebaut’s Chocolate Martini, mini Yule logs with a hot beverage or a trio of festiveinspired bite-sized chocolate desserts.”
The freezer is your festive friend
The grape and the grain: Tilda’s gluten-free rice Christmas cake could be a way to mix things up on your menu and stand out from the crowd
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Taking the pressure off the kitchen is also crucial to a successful Christmas period. Jessie from Big Al’s Foodservice says that turning food quickly is vital to success – and the freezer is a pub’s friend. She says: “To keep up with additional footfall across the busy festive trading season, operators need quick solutions that still enable them to deliver on taste, quality and
convenience, whilst also driving profit. “Having a well-stocked freezer means never having to disappoint a single customer and many agree frozen food has become a hero product in kitchens.” Anna also points out that frozen products command 32.6 per cent of total foodservice market share, and they can offer a significant profit opportunity for operators. Frozen food has both back of house and commercial benefits, by reducing preparation time in the kitchen, therefore creating efficiency and saving on staff necessary for a full kitchen operation.
Give them something special
Mohammed Essa, commercial director for UK & Ireland at Aviko, says that while Christmas is “exceptionally busy”, “expectations are high”. Beware of the bored eater, says Mohammed: “It’s important to keep
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CHIA & SULTANA BRIOCHE GLAZED A new twist on the traditional fruited teacake, our chia and sultana brioche offers something a bit different for customers looking for a tasty fruited bread. They work well either toasted or untoasted and can be topped with fresh fruit for a filling fruity afternoon treat.
Providing a single dessert dish that can be served at the table by diners themselves creates theatre while taking pressure off the kitchen and front of house
menus fresh, innovative and reflective of the food trends that are influencing consumers, from free-from to health. “Premium sides help pubs create a seasonal offering with ease and can be cooked from frozen and served in a matter of minutes, leaving time to focus on other key parts of the menu and are ideal when catering for large groups, providing a great tasting and consistent results.” Annette Coggins, head of foodservice at Tilda, says luxury options are crucial as people like to treat themselves’ over the festive period. She says: “Our recommendation to operators for creating Christmas menus that will stand out is to ensure they are using the highest quality and premium ingredients in their dishes. “Pubs can create popular dishes with a festive twist that will see profits rise in the process. Those using speciality rice varieties as part of their festive offering can not only increase the appeal of their dishes, but also warrant a higher price for their menu.”
If you would like to try any of our new products please visit: www.specialitybreads.co.uk/inapub
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Spuddy marvellous by JAMES EVISON
A chip off the new block: freshen up your fries offer by switching from plain potatoes to halloumi or sweet potato chips instead
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How do you make your chips a cut above the rest? Well, it’s easier than you might think and, with a bit of effort, the margin can be seriously tasty. First of all, think beyond the white potato. This is probably the best way to make your offer different from the competition and there are now several compelling options for people to chow down on. One of these is halloumi fries. Proof of their arrival in the mainstream is that they have recently been launched by Nando’s into the UK. The off-trade has also cottoned on to this being an emerging food trend and most supermarkets now stock them. Pubs are picking up on this as well, with Stonegate’s new food offer for its student concept including halloumi fries. They are dead simple to make — simply whip up a light flour mixture, cut a block of halloumi into chip-size strips, coat them in the flour mix and fry. Job done. Another option is sweet potato fries. Again, these are simple to make and are a great way to offer a healthy
alternative to the white potato. According to Sainsbury’s, 40 per cent of us gave this orange vegetable a go last year. Hell, McDonald’s has already started selling them in Sweden and Norway. Cook them as you would white potatoes and then sprinkle with paprika and salt. Yum.
Don’t scrimp on your sauces
It is all about the condiments these days. There isn’t much point delivering a cracking plate of crispy triple-cooked Heston Blumental-esque chips to a table if you then offer people a squeezy plastic tomato full of horrible, vinegary sauce. An obvious choice is to make all your sauces yourself — but this will drastically reduce margin and requires a skilled chef to deliver a consistent product. Also, shelf life is going to be pretty limited and it is unlikely you will want to be whipping up batches of mayonnaise and tomato ketchup every morning. Also, when it comes to sauces, branding is everything. The truth is people love to see their favourite brands on the table. In our
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Make the most of the humble potato Potatoes are a low-cost ingredient that deliver excellent profit margins. And chips are still the most popular side in pubs. Everyone wins. Tell your potatoes’ story With more people keen to know about the variety of potato they are eating and its origin, saying on the menu where your chips come from and the variety of potato you have chosen can significantly boost sales. The UK boasts some 3,000 potato farmers and varieties of potato great for chipping include Cara, King Edward and Russet. Healthy options Grilled or baked — not fried — chips? Potatoes are naturally fat-free, surprisingly low in calories and a source of vitamin B1, fibre, potassium and vitamin C. Again, tell people about it on your menu.
There isn’t much point delivering triple-cooked chips if you offer a squeezy plastic tomato full of horrible, vinegary sauce
very own Pub Food Favourites survey earlier this year, in which we polled hundreds of pub-goers, brands such as Heinz tomato ketchup, Colman’s mustard and Branston pickle emerged as the people’s favourites. Not only are they some of the UK’s most iconic brands but they are great with a range of dishes, from roasts to burgers and sarnies.
Shout about your spuds
Will locally sourced, home-made chips drive custom? For sure. But so will goodquality frozen ones. The Agriculture and Horticulture Development Board (AHDB) says a good opportunity to drive potatoes in pubs is during its annual Potato Week campaign, which this year is taking place in the first week of October. The AHDB says: “The potato is the nation’s favourite vegetable and this week will celebrate it in all its many forms. Take advantage of the publicity campaign by offering additional potato dishes as main courses, starters or side dishes.”
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play with MATT ELEY For the last couple of months I have been working on a project away (albeit not that far) from the world of Inapub: The Cask Report 2018/19. As well as revealing a great deal about the nation’s drinking habits and what needs to be done to revive the flagging fortunes of our national brew, it gives a further insight into the way people use pubs. The research doesn’t always make for pretty reading: pub closures are up, pub visits are down and so too are beer sales. But there are positives to take from it as well. The reasons people go to the pub are varied and provide canny operators with opportunities a plenty of pulling people in. We spoke to nearly 50 people in focus groups up and
down the country and two words that kept coming up when discussing pub visits were “experiences” and “events”. Data from surveys of thousands of pub customers backs this up, with birthday parties, pub quizzes, family lunches, special occasions, karaoke, gigs, comedy and open mic nights among the plethora of pullers to the pub. Occasions such as Halloween are natural ways to get people to come to you for events but the best operators will be planning something different for every month or even week of the year. Work out what you will be doing next, get them in and you might even do your bit for cask beer sales while you’re at it.
Get ahead of the pack with Sam Warburton and BT Sport and build your business Rugby legend Sam Warburton is to meet with licensees learning how to better their businesses — and you could be there too. The recently retired former Wales and British & Irish Lions skipper will attend BT Sport’s Digital Garage event with Google in Cardiff on October 22. Licensees will get expert advice from Google on how to improve their digital offer, including social media output, maximising their own website and improving search engine optimisation. The events are being held all over the country. Sam, who has signed up as a BT Sport pundit, will speak at the event at Cardiff Arms Park. Robbie Savage will attend an event at Old Trafford, Manchester on October 16 and former England skipper Lawrence Dallaglio will be at Bristol on October 23.
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For further information or to sign up for the events visit www.btsportbusiness.com/google
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play. Wear It Pink Day
We are taking a close look at ways to raise funds for great causes this month (see pages 54 and 56). This one is dedicated to breast cancer awareness. Friday, October 19
Lewis Hamilton can take a huge step towards an incredible fifth world title this month as the championship travels to Mexico, the US and Japan.
Happening this month Pic: Getty
Fulham v Arsenal
Catch this attractive-looking lunchtime London derby on the same day as Liverpool take on Man City. Sunday, October 7, BT Sport Pic: Getty
Liverpool v Man City
Man City may have won the title last year but Liverpool had their number in the head-to-heads. Who will land the first blow this season?
October 11, 12, 13, 15, 16 Sky Sports
2. Back then October 31 was considered the day when the worlds of the alive and dead would mingle. The living wore animal skins and masks to ward off evil spirits. 3. Dreading Halloween? You may suffer from Samhainophobia — an irrational fear of the events of October 31. 4. Carving pumpkins is supposed to scare off nasties but this was originally done with turnips.
Sunday, October 7, Sky Sports
Worked out what this is all about yet? No, us neither. The home nations are all in action. England facing a repeat of the World Cup semi against Croatia, while Wales face the Republic of Ireland
Your staff and punters look absolutely terrifying. Nothing new there perhaps... but what’s the deal with Halloween? 1. The origins of Halloween can be traced back to the Samhain festival in Ireland some 6,000 years ago.
October 7, 21, 28, Sky Sports
Halloween: did you know?
Spurs v Barcelona
They toppled Real Madrid at Wembley last season. Can Tottenham do the same to Barcelona? The Champions League group stages continue. Wednesday, October 3, BT Sport
5. Trick or treating didn’t became a “thing” until the 19th century in America. 6. When Christianity came to England, November 1 became All Saints Day (for saints without their own day). An “All Hallows” mass the night before eventually became All Hallows E’en and then Hallowe’en.
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Eat, drink and be It is one of the few events guaranteed to raise spirits in the on-trade, with only Christmas and Easter pulling in bigger crowds. And with £320m* spent on Halloween in the UK last year there are clearly plenty of treats to go around. Matt Eley offers some tips on having a Halloween to remember. * Mintel
Fearsome food Whether it is simple apple bobbing or themed menus with dishes such as pumpkin pies, spider pizzas, or even zombie fingers, there’s a load you can do around food at Halloween. Amy Giacobbi, of Continental Wine & Food, suggests trying ticketed events that include a meal. She says: “What can work well is to stage a ticketed event where food, entertainment and an alcoholic or soft drink is included. However, publicans need to think through their pricing carefully, as potential customers can be deterred by the prospect of paying exorbitant rates for events when they can run their own at home for much less.” She adds: “There are ingredients available, such as black squid ink tagliatelle pasta, that can be used to create terrifyingly tasty sinister pasta dishes served with a thick tomato sauce or roasted pumpkin.” And this could all be paired with a spicy mulled wine. “Mulled Wine is perfect served as a blackboard special and is ideal kept in an urn on the back-bar to allow quick and easy service as well as ensuring the enticing and warming mulled wine aromas permeate in the air, giving a real festive feel to the establishment,” she adds. p46-47 halloween.indd 52
Do it in style Atmosphere is a key ingredient at any event and you can ramp this up with the appropriate music, decorations and fancy dress. Alex adds: “Bunting, t-shirts and Halloween costumes are all quick and cost-effective ways to do this and help to create a talking point with your customers – giving you the opportunity to open up a conversation about what Halloween drinks, offers or even food you may have on.
The witching hours
Bloodcurdling beverages Hobgoblin has become synonymous with Halloween, but others are also trying to provide pubs with topical options. For example, Budweiser will be adding a blood-red natural food colour to its drink to produce “Bloodweiser”. This will be available at selected pubs. The brand will also be activating Nightmare Circus events at venues featuring a range of spooky characters. Sharon Palmer, AB InBev head of trade marketing, says: “To really set themselves apart from the competition, as well as themed displays, publicans should consider creating experiences for their customers – whether that’s an interactive game, costumes or making a special Halloween-inspired addition to the menu.” Pubs should also look out for brands offering quirky point-of-sale options. Amigos Tequila Beer packs come with skull masks, temporary tattoos, posters and tent cards. Other brands are keen to offer up recipe suggestions. Lee Hyde, beverage innovation manager at Monin, says: “Halloween is an opportunity for publicans to really go to town with decorations and themed drinks menus – adding a topical garnish or serving a drink in an unusual vessel creates theatre around the occasion. “Bars and pubs can use dry ice to produce a spooky mist, serve in a witch’s cauldron, garnish with bug or eyeball edible sweets or drizzle with red purée to look like blood — the options are endless, and can help to boost sales during this narrow promotional window.”
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October 31 is a Wednesday this year, so you could have a midweek party or events on the weekends before and afterwards. The unofficial beer of Halloween, Hobgoblin, goes even further, saying all of October is ripe for Halloween events. Brand manager Alex Harrison says: “This ‘Season of Mischief’ is starting earlier every year. A ‘Halloween event’ doesn’t necessarily need to be on Halloween itself – anytime during October is perfectly acceptable.” Meanwhile, Thomas Bennett, trade marketing controller at Global Brands, owners of RTD VK, says a midweek Halloween could pull in the students. “Wednesday is notoriously university society night meaning fun-loving students will flock to pubs, bars and clubs in fancy dress.” And don’t forget the kids. You can have a family-friendly afternoon that leads to something else for the grown-ups in the evening.
unusual charity fundraising ideas
by MATT ELEY
There are many things you can do to raise a few quid for charity, from slapping a collection tin on the bar to pedalling halfway across Europe and sleeping in a self-made pod. Here are some of our favourite ideas to provide you with a little inspiration. 1
Simon Aylett describes himself as “a large Englishman with metastatic prostate cancer”. But that hasn’t stopped the licensee, who runs The Plough Inn in Udimore, East Sussex, pedalling 2,000 miles from Rye to Sicily on an electric powered bike. He embarked on his fundraising odyssey last month, sleeping in a velopod he made with his son, which features solar panels that power his bike. On your bike: Simon Aylett has notched up 2,000 miles on two wheels raising money for charity — not bad for a ‘large Englishman with metastatic prostate cancer’
Throwing an all-nighter
The Kings Arms in Bideford, North Devon, held a mass sleepover outside the pub earlier this year to raise 1
cash for various homeless charities. Guests and staff were encouraged to bring their onesies and cuddly toys.
Rowing for glory
Double 12 required
What could be more fun than getting your customers to take part in a three-legged race around the town? Get them to do it in fancy dress. That’s what the Pride of the Peaks in New Mills, Derbyshire, did in August — raising funds for Christmas hampers for the elderly.
Regulars at the Wonston Arms, Hampshire, took on transatlantic rowers in a competition to see who could row the furthest in a 24-hour challenge. The punters rowed in 14-minute stints while the “Men of Oar” went for two hours at a time. The punters lost. But not before raising thousands for various causes.
If you haven’t quite got the energy levels of the Wonston Arms team, you could try something a little less gruelling, such as darts. Players from The Swan in York were up at the oche for 24 hours a couple of years back for a local hospice.
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trade.inapub.co.uk 27/09/2018 04:22
New UEFA Champions League back to back games The new format is great for your venue as the new 5.55pm & 8pm kick off times offer an increased trading window.
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Call now 0800 678 1068
Mad for it
Take inspiration from a classic, just like The Red Lion in Cherry Hinton, Cambridgeshire, did by holding a Mad Hatter’s Tea Party. The pub was decorated, staff dressed up and croquet was played on the lawn (albeit not with flamingos and hedgehogs, at least not to our knowledge). Pic: Heather B Studios
(Left to right from top) Wonston Arms regulars take on the ‘Men of Oar’; Pride of the Peaks runners get ready to shake a leg or three;
Take 24 competitors, hundreds of fans and 20,000 gallons of gravy — hey presto, you have the World Gravy Wrestling Championships. Held for more than a decade at the Rose ‘N’ Bowl, Rossendale, Lancashire, the event has raised more than £35,000 over the years.
Eat all you can
Fun dog show
Not for the health-conscious, this one. The Rising Sun in Beltinge, Kent, offered up a 6,000-calorie dish in a food-eating challenge. Proceeds went towards a sensory room for disabled children at a local primary school.
things get messy at the World Gravy Wrestling Championships; The Rising Sun’s 6,000-calorie challenge in all its glory
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Celebrate how doggone dogfriendly you are with an event that celebrates whatever you want about man’s (or woman’s) best friend. The Royal Exchange in Gloucester did just that for several dog charities. Paws in the Pub featured awards such as “best fancy dress”.
Zombie fun run
Host a world record attempt
Get your kit off
Most customers will have to dress up for this one. Some may not. A zombie fun run in Henley started and finished at The Maltsters Arms. We are not sure whether participants would have looked worse before or after the 5K.
Pool players were on the table for a world record-breaking 106 hours at The Bell in Kingsteignton, Devon. They raised thousands for a local hospice but probably annoyed whoever put a quid on the table for next game.
Of course, you can always go for the most traditional of events to raise funds, the good old pub quiz. Last year 1,500 pubs took part in the World’s Biggest Pub Quiz, raising £190,000 in the process. You can sign up for this year’s event at worldsbiggestquiz.pubaid.com
Is there a pub left in the country that hasn’t raised funds with a cheeky naked calendar yet? Well, a new nude craze could also be spreading across the country: naked dining events have taken place at various pubs in Bristol, including The Greenbank. Could this be a fundraiser? Maybe, but we’re not sure where people will keep their loose change.
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Did you realise you’re a
by KURT JANSON
Ways around the new rules
If you offer bed & breakfast, but don’t offer that breakfast separately, it’s not deemed to be a package deal. Package deals are only created when you sell a combination of items that can also be bought separately. Pubs offering packages including elements provided by third-party suppliers (such as murder mystery weekends) will be liable for all elements of the package. But if payment is taken separately for anything provided by a third party, it is instead deemed a “Linked Travel Arrangement” - in this instance the pub does not have to assume responsibility for the third-party service.
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The new Package Travel Regulations, which were revised and expanded in July this year, have redefined many pubs as providers of package holidays. If you offer accommodation with meals, this could be you. Kurt Janson from the Tourism Alliance explains what the changes mean. On July 1 this year, the Department for Business, Energy and Industrial Strategy (BEIS) introduced the Package Travel and Linked Travel Arrangements Regulations 2018 (commonly know as the Package Travel Regulations or PTRs). The purpose of this new legislation is to update and amend the old Package Travel Regulations so they better protect people purchasing package holidays to Europe booked through travel agents, tour operators or websites such as Expedia. So, what has this to do with running my pub, I hear you ask. The problem is that with the scope of the regulations broadened so that they cover a wider range of ways that businesses sell packages, many hospitality businesses such as pubs and hotels have now found that they are deemed to be selling Package Holidays and having to comply with a series of onerous requirements. Under this legislation, a package holiday is deemed to be formed if you sell two or more of the following four elements together: 1. Transport 2. Accommodation 3. Motor vehicle Hire 4. “Other Tourism Service”
(this can include anything from tickets to an attraction, a meal in a restaurant, or a spa treatment to a round of golf). So, if you sell a product that combines transport with accommodation (eg. a flight to Malaga with a one week stay in a hotel), this is deemed to be a package holiday. So far, so good. The problem is that if you are a pub that sells a product that combines accommodation with meals in the pub, the meal in the pub is classified as being “Other Tourism Service” and, because you are selling two elements together, you are deemed to be selling a package holiday. The government’s guidance on the regulations states that if services or facilities are available to people buying accommodation at an additional charge, and particularly if the service or facility is available to persons other than the hotel guests, it constitutes a package. Moreover, it doesn’t matter whether you actively sell a product like a “Romantic Weekend Break” which combines accommodation with a meal for two and a glass of champagne for £200, or the customer simply rings up and says “I’d like a room for
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If you sell a product that combines accommodation with meals in the pub, you are deemed to be selling a package holiday
How to comply
• • • • •
Make sure you have public liability insurance covering all elements of a package Tell customers about the new regulations and provide the required information before and after booking Be aware that customers can ‘self-package’ simply by booking meals and accommodation at the same time.
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Friday night and can you book me a table in the restaurant for 8pm when I arrive” – these are both deemed to be package holidays. There are two important exemptions, however. If the service or facility you are providing is less than 25 per cent of the total cost, then this is not a package. So, if the total cost of the romantic break is £200 and the meal is no more than £50, then you are outside the scope of the regulations If the two components are booked more than 24 hours apart, this is not a package. So if a customer books their accommodation on Monday and then books a table in the pub when they arrive on Friday, this is outside the scope of the regulations. If, however, neither of these exemptions apply, you have to comply with the requirements of the legislation. The main features of this are: 1. Provide the customers with PreContractual Information before booking Before customers book the package, they must be provided with information on the main characteristics of the package, total price of the package, name and details of the organiser and the cancellation policy. 2. Provide standard Information about the PTR The pre-contractual information has to be accompanied by standardised information forms advising customers of their rights when buying a package holiday. The wording for this information can be found on a guidance document from the Tourism Alliance – see the end of this article for web address. 3. Provide contractual information on booking When the customer makes the booking, they need to be provided with further information, including contact details in case they have a problem during their stay, the complaints resolution process and their right to transfer the booking. 4. Have insolvency protection in place You must have insolvency protection that covers all reasonable costs including the return of all payments for services not performed and repatriation. This can be
The package holiday in 2018
achieved through buying insurance, keeping customer payments in a trust account or becoming bonded. Failure to fulfil any of these requirements is a criminal offence. However, there is some good news. The Tourism Alliance believes that BEIS’s view that a package is formed when pubs or hotels provide products that combine accommodation with meals or other services constitutes gold-plating which goes beyond what was intended by the European Directive on which the new regulations are based. This is a view shared by other UK and European Hospitality Trade Associations. There will be a review of the Regulations at the end of 2018, where we hope to get the guidance changed on this issue. So, it would be worthwhile to wait until this review concludes before making changes to the product you offer. It would also be worthwhile for operators to inform their local MP that deeming pub operators to be tour operators is totally unnecessary red tape.
Further info is available from the Tourism Alliance – visit www.tourismalliance.com and search “package travel”.
The joy of techs by JAMES EVISON
The sheer number of options when it comes to using the latest smart technology in pubs can be overwhelming — so we’ve stripped it back to the essentials for your business. EPoS
Screen time: you should be able to get hold of a decent 4K UHD television for around £500
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There are a range of electronic point-of-sale systems available for pubs. But the crucial point is whether it works for the scale of your business – and whether you will get the most out of it in terms of management. The best EPoS systems can make inputting promotions such as two-for-one deals and happy hour options much easier. It also makes various back-office functions
more straightforward, such as a maintaining a customer database. There is little value in getting an expensive EPoS system if you run a small rural site with simple promotional offers and a local clientele. A simple stock and sales management system will be most effective in this case. If you are a city centre site that relies on getting punters through the doors with special deals and need to manage stock, however, purchasing an advanced EPoS that not only stores customer details but even analyses behaviour may be best. It is worth investing in the best you can afford. Also recently launched on to the market are a collection of very small-scale EPoS systems, which are ideal for sites looking t o keep paperwork to a minimum, and enable publicans to run their business from a smartphone or iPad.
HD, 3D, 4K, even curved? The list of options for TVs in pubs has expanded as much as the screens in our living rooms. But what works best? Consider the size of your rooms, the light sources and sound sources before purchasing any new screens. Even quite old televisions have a good screen resolution and will display standard HD well. There are currently only a few sports and events shown in Ultra HD (UHD), though. So what is the difference? Traditional HD consists of 1,920 vertical columns and 1,080 horizontal rows of pixels — and is the definition that you will show if you have Sky, BT, BBC or ITV sport in HD. UHD screens have a much larger total resolution of 3,840 pixels by 2,160. These 4K UHD
trade.inapub.co.uk 27/09/2018 04:45
EPoS system from Zonal: there is a broad range of EPoS systems on the market, offering various levels of sophistication. It’s important to choose the one that’s right for your business
The best EPoS systems can make inputting promotions such as two-for-one deals and happy hour options much easier
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TVs have enough pixel resolution to fill four standard full HD 1,080 pixel screens. Put simply, it is four times the amount of detail of the best normal HD telly. 4K probably isn’t going to disappear like the short-lived 3D TV trend. At present, BBC sports and pay-for sports channels are upscaling events in 4K. For example, you can watch the football and F1 in 4K on Sky Sports and BT Sport. You can pick up a good 4K TV for less than £500, although the top-tier OLED options can run to more than £2,000.
A couple of years ago, mobile payment was the big trend in the casual dining and pub sector. One clear issue it creates, though, is the hierarchy of ordering: which beer do you serve first — the punter at the bar or the one tapping away on an app on their phone? Another thing to consider is the size of your pub. Do you have a large beer garden? Would serving drinks to people outside be a staffing issue as well? Also, and most
obviously, do you have good broadband or a 4G network in your pub? If you are a rural site where connectivity is an issue, then this could make it a non-starter. The big advantage mobile payment offers is the ability to analyse customer behaviour and create marketing opportunities, as well as seamless integration into big brand EPoS suppliers. Perhaps the best question Inapub has heard for publicans to answer on mobile ordering is: do you normally offer table service? If not, then perhaps mobile ordering apps aren’t for you. If you do, then it seems a good idea, provided it doesn’t have a negative impact on staffing levels or efficiency. Another reason publicans often give for not offering mobile ordering in their venue is a commitment to bar service. If you are a licensee who believes in creating conversation and conviviality between staff and people at the pumps — and indeed thinks pubs are places to get away from technology rather than engage with it — then these apps aren’t for you.
time at the bar
PLATE OR SLATE? Where the nation’s publicans stand on the really big questions Julie Beaume The Cartford Inn, Little Ecclestone, Lancashire Julie runs The Cartford Inn with her husband Patrick, who she worked alongside at the Hilton Group in London, Spain and the Caribbean, before they returned to Julie’s native Lancashire to run their own restaurant . They took on The Cartford in 2007. The inn was a wreck, and they quickly renovated it, adding 14 bedrooms, turning it into a destination venue that has won multiple local and national awards. Most recently they have added two external accommodation “pods”.
Plate or slate?
Live sport or big-screen ban?
Plate, but on occasions slate can work. Only for display, not for eating.
A small muted screen in the bar bothers noone! Only to feature special events. We are not a big-screen venue, customers come to us to dine, not to watch TV.
Cocktails or cask ale? Both. On our new drinks list the choice is vast. However, they all have to be well made, well presented and taste good.
Karaoke or pub quiz?
Mustard cords or skinny jeans?
Shabby chic or design shrine?
Either, as long as there is a pocket for money.
Whatever works really! Our new accommodation was designed sympathetically to our surrounding landscape. One of our new luxury cabins is called Robin’s Nest, after a family of robins appeared on the main structure during the build. It features driftwood beams we collected from our riverside. The other is a design shrine to Bowie’s memory. Both really work, as long as you get it right, don’t overdo it and add personal finishing touches.
Cash or Apple Pay? Apple Pay. Banks charge far too much to bank cash.
Wear what you like or uniforms for the staff? Uniforms and be proud to wear it! Exceptions only on Halloween, Christmas Eve & New Year’s Eve.
Book in advance or find a seat where you can? Both, nobody likes to miss out on business and if you’re creative with your table plan you can achieve this. This is the role of a good restaurant manager. There is nothing worse than booking online, then being met by someone with an iPad showing you a table in an almost empty dining room.
Neither, but we do love a themed evening!
Dyson Airblade or hand towel? Whatever gives you the best value for money, looks good and does the job. We currently have a nonbranded hand dryer, but it works with the tiles. Hand towels have a more luxury feel, but please make sure someone empties the dirty basket regularly!
Big night out or meal with friends? Both, if you can afford it. If not, a meal with friends and then a dance at home. Everyone should dance.
Dogs allowed, or the only animals are on the menu? We do not agree with the latest craze of “dogs go with”. We have a gorgeous Teckel and love him dearly. However, he is barred from the Inn. He doesn’t behave properly, unless he is sat in our chair. He has no table manners and like most dogs, would bite anyone who came near his food.
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The friends and family of licensing lawyer and former Inapub columnist Anna Mathias are raising funds in her memory. Anna, who worked for law firm Woods Whur and wrote about licensing issues for Inapub, died unexpectedly last month. Money is being raised for Diabetes UK. Anna did not suffer from diabetes personally but it was something that she had to deal with on a daily basis, as her mother was diagnosed as a child with type one diabetes. Make a donation at www.justgiving.com/fundraising/anna-h-mathias For a tribute to Anna please visit trade.inapub.co.uk
THE COLLECTION TIN What pubs around the country are doing to help good causes Champagne, cocktails, drag artists and topless butlers all formed part of a ladies night at The Fiddlers in Northampton. The fundraiser was in aid of mental health charity MIND and is in memory of events organiser Stevan Miller, who died earlier this year. Hawthorn Leisure staff have been getting on their bikes for The Willow Foundation. They raised the best part of £18,000 by riding from Manchester to Rhyl, Denbighshire, and from Morecambe, Lancashire to Bridlington in the East Riding of Yorkshire, over the summer.
The Alavanley Arms in Cotebrook, Cheshire, held a family fun day to raise money for the Cystic Fibrosis Trust and Taporley Memorial Hospital. The event at the start of September featured an inflatable assault course, giant Jenga and Connect 4, a bouncy castle, a barbecue and an outside bar serving beers from Robinsons Brewery. A pub in Carshalton, south London, has held its annual music festival to raise money for The Sepsis Trust. The Andy Turner Sunset Festival was held last month at The Sun. The event raised more than £8,000.
LANDLORD OF THE MONTH Mat Randall, of The Rose and Crown in Chesterfield, Derbyshire, has been named Prostate Cancer UK’s Landlord of the Month for October. He raised more than £1,000 by taking part in the World’s Biggest Pub Quiz, and hosting a hog roast, barbecue and raffle. One customer even shaved off his beard for the cause . Mat (pictured left, preparing to cycle coast to coast for the charity) said: “I decided to support Prostate Cancer UK because a few of my customers have been affected by prostate cancer. What hit home was when a close friend was diagnosed. He has had treatment now but it made me really want to raise awareness and money for
the charity.” 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
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gruesomely monikered venues for a Halloween drink 1. The Silent Woman 1
Pic: Trish Steele / Geogragh.org
GRISLY PUB NAMES Wareham, Dorset Several pubs share this name, with signs depicting a decapitated woman holding her own head or serving drinks.The unfortunate hostess is thought to be St Juthware, beheaded by her own father following some trickery from her wicked stepmother.
2. The Bucket of Blood
Pic: John M / Geogragh.org
Phillack, Cornwall Centuries ago, the story goes, the landlord went to draw water from the well and found it stained a gruesome red. Closer inspection discovered a mutilated corpse in the well, apparently an unwelcome tax inspector who had been disposed of by the pub’s regulars.
head had an even more macabre ending than that of his arch-enemy. When Charles II restored the monarchy Cromwell’s corpse was dug up and his head stuck on a pike.
3. The Three-legged Mare
7. The Murderers
York Poor old horse, you might be thinking... but the mare in question was actually the triangular gallows at Tyburn, London, from which 24 felons at a time could be hanged.
4. The Hung, Drawn and Quartered Pic: Mike Quinn / Geogragh.org
Tower Hill, London Named after the brutal method of execution to which traitors were subjected outside the walls of the nearby Tower of London. Back in the day going to see someone chopped into four pieces was considered a fun family day out. These days the closest you’ll find is the odd patron looking half-cut.
5. The King’s Head
Pic: Joseph Miischyn
Pic: Trish Steele
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Galway, Ireland Another one for fans of public execution. Plenty of pubs have this name, but this one sports a particular king’s head - that of Charles I, which was of course separated from his body by parliamentary request. Part of the pub building was given to the axeman.
6. The Cromwell’s Head
Boston, Massachusetts Those of a more round-headed persuasion might have preferred this 18thcentury Boston tavern. Oliver Cromwell’s
Norwich, Norfolk Current landlord Phil Cutter discovered the story behind the nickname of the pub formally known as The Gardeners Arms – in 1895, the landlady’s daughter Millie was killed by her estranged husband, after she walked into the pub with another man.
8. The Nobody Inn
Doddiscombleigh, Devon Behind the pun lies the tragi-comic tale of a former landlord’s wake, when his coffin was brought back to an unfortunately empty pub.
9. Dirty Dick’s
Bishopsgate, London Dick, a.k.a Richard Bentley, was a prosperous merchant who owned a warehouse around the corner from the pub. He was quite the dandy until his fiancée suddenly died, after which Dick refused to wash or clean and lived out the rest of his days surrounded by filth, cobwebs and dead cats.
10. The Devil’s Stone Inn
Shebbear, Devon One of the most haunted pubs in Britain, this takes its name from the nearby Devil’s Stone, a rock said to have been dropped by the Devil as he fell from Heaven to Hell.
time at the bar
HAIR OF THE DOG Tales of the unexpected from the wonderful world of pubs
A grand don’t come for free
Wrath of the gods Tollgate found itDerbyshire microbrewery rnational religious self at the heart of an inte of Hindu deiuse e row over “inappropriat el featured an lab The . IPA lika ties” on its Ka , lika also known image of the goddess Ka ghly revered in “hi as Kali. The goddess is worshipped in be to ant me Hinduism and is selling beer for s, and not to be used in temples or home shrine of the ent sid ered Rajan Zed, pre mercantile greed”, thund duism. Universal Society of Hin more e against a religion with fac ir the set n Rather tha were y the Tollgate let it be known than a billion followers, any w bre to ns and had no pla no longer brewing the ale the at g kin loo k, thin you might more. A sensible move, various h multiple arms wielding Wit . ion est qu in goddess an heads hum of ed with a garland weapons, and accessoris uldn’t want wo you ty dei s, this is one and a skirt of human arm of. to get on the wrong side
Christmas is for dogs, not just for life Regular readers of this page will be aware of the current fashion for having it large within the canine community, with dogs going on pub crawls, knocking back the pawsecco and generally showing us humans how to pawty. Now one pub with an eye for the main chance has grasped the zeitgeist by offering punters a special Christmas lunch to enjoy with their hound. The event, dubbed Festive Fidos, at The Crooke Hall Inn in Wigan was the brainchild of licensee Dean McDonald. Pooches will be able to chow down on their favourite grub with water and doggie treats, while their owners grab a threecourse meal. Dean told the local paper: “We’re a very dog-friendly pub. You can eat with your dog in the front bar any time and we raise about £1,000 a year for Dogs For Good through selling dog treats. We already have a couple of dogs’ groups meeting in the cellar bar and we though it would lend itself well to doing a Christmas lunch.”
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For 20 years people had been throwing coins into the wishing well at The Abergavenny Arms in Lewes, East Sussex. Landlady Lucie Sargent had no idea how much was down there, so decided to find out. Cheered on by a crowd of around 100 people, experts equipped with breathing apparatus spent around an hour down the hole. They emerged with more than £1,000, as well as some knives, a packet of Twiglets and a My Little Pony. The pub ran a competition to guess the weight of the haul, won by next-door neighbour Spencer Prosser, whose guess of 173kg was spot-on. All monies raised were donated to the Newhaven lifeboat and nearby Rodmell Parish. “It’s the first time we’ve ever done something like this,” Iain Tindall, who went down the well, told The Argus. “It will also be the last, as it was pretty grim”.
Let it bleed It is every vegan’s worst nightmare – thinking you are getting a meat-free dish only to discover bite that you are after the first chowing down on a bit of animal. Th unfortunate situa is was the tion in which Ch loe Sparks foun she tucked into d herself when what she though t was a five-bean Wetherspoons in chilli at a Cambridge. Maybe Chloe wo uld have done better head ing to a Marston’s pub, as the pubco’s food pubs have become the first in the UK to sell a ‘bleeding’ vegan burg er. The dish has been so po pular in the US that manufacture rs have been unable to keep up with demand. Have you tried on e? Let us know what yo u thought at editorial@inapub .co.uk
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What should a pub smell like? The scent of success, hopefully – and what’s that we hear you cry? Find out in this month’s edition of Inapub,...
Published on Sep 30, 2018
What should a pub smell like? The scent of success, hopefully – and what’s that we hear you cry? Find out in this month’s edition of Inapub,...