It's of no surprise that football occasions are dominated by one drink. Lager, despite volume decreasing, was the only major drinks category to see the value of sales grow during the 2014 World Cup...
Since 2014, lager has further tightened its grip over the share of serves during football occasions - now at around 50% of all beer. The lager being consumed has however increased in value. Standard draught lager volumes fell by 4.3% back in 2014, and they have been dropping ever since. Although lager still takes centre stage, with standard lager still the bulk of the volume, key battles are now being fought by premium and world lager brands which have been growing consistently as a sub-sector. International football brings in a higher percentage of people under 24 compared to Premier League fixtures, with premium world beer brands much more popular with this segment.
Beer World Cup
We think a great way of making the most of the growing interest in craft and world beers by football occasion consumers is to run a 'Beer World Cup' activation. This would involve stocking bottled beers from competing nations and either run a special promotion on them while that country is playing or pitting two beers against each other and getting customers to choose a winner with their tastebuds. Inside our 'Summer of Sport' POS pack, you'll find our 'Beer World Cup' strut cards to support you with the latter. It's a wipe clean board on which you can promote two beers, perhaps offering a special price on customer purchasing the two together, and space to tally scores for which beer your patrons prefer. It's up to you how you celebrate the winner - maybe you could stock it full time, or offer a deal on it for after the game.
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Made for Sharing
We often find that during a game, customers will purchase one beer before kick-off and then a second at halftime. Serving draught beer in pitchers and bottled beers in buckets is a great way to increase sales as customers don't have to return to the bar as often, and risk missing a vital bit of the action. Not only that, but it will ensure happier customers as they will be queuing at the bar less. Offering pitchers and beer buckets will also ease pressure on the bar during the busy periods, and helps to add a little bit of theatre to the whole experience.
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Mixed Drinks Menus
One of the best ways to improve your drinks sales during a big summer sporting event is through the creation of a bespoke occasion based drinks list. This list should contain buckets of beer and four-pint pitchers, encouraging guests to share and save while also starting ‘rounds’. Add champagne for when the final whistle blows and perhaps a mix and match on themed cocktails - remember international football brings in more female customers than you usally get on a Saturday. Handing a customer this focused menu, tailored and themed to the occasion when seated or at the bar immediately turns there attention to choosing one of these drinks, serves that should be ones that make you more margin. Remember, the vast majority of consumers have not chosen their drink by the time they reach your bar or take their seat, giving you the opportunity to move them away from considering a standard lager or house wine.
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Small pub kitchens and big crowds rarely go well together, but food plays an important role in elevating the guest experience in the trade - as well as putting more money in your till. On the next page, we take a look at the few things you can do to make serving food easier and more profitable for you during the games.