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E Z I S E BIT

Tricks of the On-Trade How snack brands can raise the bar and ring the till in the on-trade by taking inspiration from spirits brands.

October 2024

Tricks of the On-Trade

2023 saw an 18% rise in snack product launches with premium claims Source: Mondelēz International, 2023

As the premium bar snack category grows, it’s more important than ever for brands to think outside the box under the bar, or they’ll be left behind. On-trade can be more than simply a sales-driver - it’s a powerful platform for brand building.

Tricks of the On-Trade

Spirit brands have nailed the on-trade.

From before guests even enter a venue to right as they’re ordering at the bar, these brands know exactly how to leverage every element of the consumer journey to maximise impact and create compelling point of sale for where it matters most.

But these learnings need not be limited to drinks brands. Snacking is also an element of the bar experience and premium snack brands can leverage these lessons to create a new land of opportunity...

We’ve picked out four areas of inspiration from spirits to elevate snacking brands in the on-trade.

Tricks of the On-Trade

Get glorified INSPIRATION

Glorifiers have been a key component of spirits brands’ on-trade marketing for years.

They make a bottle stand out in a back bar of lookalikes and are an engaging extension of the brand world.

IMPLICATION

Identify the key decision points in your consumer journey and make sure your product is both visible and attractive.

Tricks of the On-Trade

Creative containers INSPIRATION

Spirits brands invest in creating glassware (and beyond) that elevates the brand experience and is a signpost in a busy bar.

IMPLICATION

Elevate the snacking experience with innovative serve formats that are both beautiful and functional.

Tricks of the On-Trade

Sharing serves INSPIRATION

Visiting a bar is a social experience, so creating bespoke and interesting branded sharing serves engages consumers and gets more people trying a product.

IMPLICATION

Create shared snacking moments and formats to drive trial as part of a drinks order.

Tricks of the On-Trade

Starring role INSPIRATION

Many spirits brands choose to partner with venues to create custom or special-edition drinks menus featuring their products.

They’re highly curated, and put the brand at the top of guests’ minds.

IMPLICATION

Get your snack brand on the menu by creating bespoke serves and drinks pairings.

This snack-size version of Show Me was written by Casey Shepheard, Strategist.

If your brand could do with some help capitalising on the on-trade opportunity, we’d love to talk.

Contact Andrew Mitchell, Growth Director Andrew Mitchell andrew.mitchell@missouri-creative.com missouri-creative.com/clients Created by Desi Ratna from Noun Project