Here's some last-minute tips to help you make the most of this Christmas
One tenth of all drinks sales by volume in the on-trade happen in the month of December, which represents more than £1.25 billion (CGA).
"Therefore the Christmas period presents a key opportunity to maximise sales and secure a successful end to the year for your outlet," says Heineken's category and trade marketing director Jerry Shedden.
"At a time when consumers are spending more and looking to treat themselves to more premium options, it is essential that operators are suitably prepared for the festive season."
Based on the brewer's Greenpaper report launched earlier this year, Heineken has come up with these four top tips to help you boost your bottom line this month:
1. Get your range right
When ranging for the Christmas period, operators should stock a variety of products that cater for different tastes and motivations. With planned groups - whether a family celebration or office party - more frequent at this time of year, getting the basics right by stocking staples is key. People in groups want easy choices and are looking to make a quick decision so that they can continue enjoying each other's company.
2. Encourage trade-up
With customers more inclined to trade up to premium drinks options as a treat during the Christmas season (CGA), offering favourites allows operators to capitalise on this consumer mindset and boost sales.
3. Festive Food Pairings
Creating a strong Christmas dining offer is another opportunity to attract more customers and maximise consumer spend, particularly as over half of Brits visit pubs to eat, according to Mintel research. Food is present at a third of all drinking occasions and this is growing (Kantar). By creatively pairing food with a beer or cider range, operators can deliver more value to the consumer, whilst driving both footfall and repeat business. Operators should highlight beers that work well with Christmas roasts and other Christmas food.
4. Make more from moderation
There are now 5.5million adults in the UK who abstain from alcohol (Kantar) and with the rise of health-conscious consumers, operators should stock low and no alcohol options to harness additional sales from customers who are keen to live better without compromising on taste. December represents the highest month of sales for low and no alcohol beer in the on-trade, with 1.7m bottles drunk in December 2017 (CGA) – that's 60,000 a day! Heineken 0.0 is the fastest growing brand in the category, responding directly to festive party goers looking to moderate their alcohol intake, but still enjoy great tasting beer over the busy festive season. Avoid duplication as the rate of sale is smaller than alcoholic bottles, so limit your selection to one or two recognised brands.