Heineken UK has unveiled a research paper which it says can boost the pub trade by more than £1bn over the next three years.
The ‘Greenpaper’, based on 100 pieces of qualitative and quantitative research, identifies six growth drivers, which offers operators solutions to grow their cider and beer businesses.
With competition for people’s leisure time increasing, Heineken urges licensees to capitalise on existing events and create new occasions, which it says could add an incremental value of £249m.
Operators should maximise the occasions for which a pub or bar can be used throughout the day, with the ambience of the pub and pouring consistent quality drinks key to encourage drinkers to stay longer, spend more and visit more regularly.
Licensees could consider pairing their food menu with their drinks range to unlock £189m incremental value, using simple burger and a pint style promotion foe example, or presenting a more formal food and drink matched menu will increase spend in higher end outlets.
Pubs should be mindful of the healthier lifestyle trend, with a range of healthier options, no and low alcohol alternatives, and natural and sustainably produced beverages, to add £174m.
To attract the younger generation of 18-24 year old drinkers, whose frequency of pub visits has fallen 20% over the last decade, pubs need a balance of well-known brands and more unique choices at reasonable prices.
Operators need to speak the right language when marketing and using digital to reach this audience, and unlick £108m.
Finally, operators should try and upsell to more premium drinks where possible, using standalone founts, point of sale and back bar displays and giving the best spots in the fridge and on the bar to the more premium options, to drive an additional £72m.
Jerry Shedden, category and trade marketing director at Heineken, said: “This is about giving more people a reason to visit pubs and bars – and it will mean more people through your doors, spending more money, more often.
“Months of research have been condensed into an easy to understand category strategy that will grow our customers’ businesses. The six growth drivers are the starting point for all Heineken on-trade activations, so with the power of the best portfolio of ciders and beers, and our industry-leading expertise, we will be helping to bring the on trade back into growth.”
