The on-trade needs to focus on providing an experience to allow for price elasticity, Association of Licensed Multiple Retailers (ALMR) chief executive David McHattie told the MA300 conference in London.
He said the real message was about creating an experience, to drag consumers from their couches and into their businesses.
McHattie also indicated that the economy is improving.
He said: “We are their escape, we are the place where people go to get away from the mundanities.
“They come to us to explore and try new things, but we do have to meet the challenge.”
During his presentation he quoted that 70% of alcohol sold is consumed by people at home. He pointed to the fact food and drink is a commodity, and can be bought cheaper elsewhere. “We do need to deliver experiences to battle with inflation. If we don’t have experience we don’t have price elasticity,” he said.
