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The Mixologist Recommends - Christmas edition - Take Stock magazine

The Mixologist Recomends

We’ve asked our resident mixologist, Callum Pates for his top tips and serves for cocktails this Christmas. Here’s what he recommends…

Start planning now! Callum Pates - Mixologist - Take Stock magazine
It’s never too early to start planning for the festive season, especially when a tenth of total annual drinks volume in the on trade is delivered in December. With lots of reasons to celebrate, customers are more likely to be out and about in the run-up to Christmas, so it’s important to have the strongest possible offer to capture customers and keep them away from the competition.

Get your offer right
The cocktail market is now worth nearly half a billion pounds and sales are growing at around 10% year on year. What’s more, the number of outlets selling cocktails continues to grow and grow. There are now over 37,000 places in the UK where consumers can enjoy a cocktail – so it’s vital to get your offer right!

Key messages
So the key messages when it comes to selling cocktails are firstly to use the very best ingredients – make sure your cocktail list highlights these alongside details of flavours – and train your staff. Seventy-one per cent of drinkers have used a bartender recommendation when deciding which cocktail to order, so if staff are not enthusiastic and knowledgeable, you’ll be missing sales.

Use seasonal flavours
Your cocktail list should have seasonal flavours. And when I say flavour, I mean just that! There are very few classic cocktail recipes that can’t be made to feel Christmassy by including winter flavours and spices such as chestnut, gingerbread, salted caramel, spiced orange and cinnamon.

Buying triggers
With only 30% of consumers going into an outlet with the fixed intention of buying a cocktail, 70% of consumers make up their mind at the bar. This has been analysed and makes for interesting reading.

Christmas mixology factoids - Take Stock magazine

View Callum’s favourite, yet simple Christmas mixes that should be on your cocktail listings: Jameson & Spiced Orange Ginger Ale, Jameson Caskmates Boilermaker, Sloe Kir Royale and Winter G&T

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