premier-mcdougal 5/2/20

The Sober Truth

With an increasing number of adults choosing alcohol free drinks, times are changing at the bar.

Research group CGA suggests that while Britons are not consuming as much alcohol, they are spending more money on out of home drinking occasions. And with this sober revolution comes high expectations. Customers who are not drinking alcohol still want and deserve the same high-quality experience.

With experts predicting the no-booze trend to rise over the next 12 months, Britvic has gathered a team of expert mixologists to look at ways in which
you can serve for success.

Serve for success
Selecting the right range is only one part of the process. To get sales flying, it’s all in the delivery. Over 8 in 10 of your customers will be inspired to order and pay more if they see a drink served well and made in an interesting way. It’s important to make sure your serve matches the experience you want your guests to have. The more premium your venue, the higher the expectation for a sensational drink experience with customers willing to spend more for products perceived as premium.

Why is serve important?
• It delivers a better experience for your customers
• It encourages drinkers to keep coming back to the bar
• Customers will want to return to your venue
• A better serve allows a trade up opportunity and increased spend per head
• Other customers will see it, and want it!

How to deliver
Glassware – first impressions count so the style of glassware you use will speak volumes about the quality.
• Highball glass – great for long drinks with ice
• Hurricane glass – for fruit forward, fun drinks
• Coupe – perfect for strained cocktails that are served without ice
• Jam jars & kilner jars – great for Instagrammable options and with serving taps for sharing

Garnish – those extra touches turn a good drink into a great experience. Garnish not only adds an extra flavour dimension to a drink, it also shows you care and allows a premium price. Pick one ingredient featured in the drink and use it as a garnish – for example orange peel, a rosemary sprig or coffee beans.

Best ingredients – make your ingredients and mixers high quality. From soda water to ice, using the freshest and best quality ingredients will enhance your drink and make it stand out.

Flavours – using herbs and spices as ingredients is a great way to produce less sweet options and using citrus and/or creating your own drinking vinegars will help bring balance to your drinks.

POS support – maximise the POS support from brands. Using it inside and outside your business will spread the word and help generate sales.

Get social – never underestimate the power of social media. The better looking your drink, the more chance it will get snapped and posted by your customers.

Training – customers are looking for an experience they cannot get at home. It’s the craft of the bartender that keeps them coming back for more, so training is vital to ensure that every drink is served with panache.

Pricing – it’s a fact that customers are willing to pay more for a better quality of experience. Up your game and make more profit from each serve.

Temperature – drinks should be served at the right temperature. A few degrees can make a real difference.

Be better – continue to surprise and delight customers by constantly asking yourself if your drink presentation could be better. No matter what the drink, it can always be enhanced.

Make sure a non-alcoholic drink:
• Looks the same
• Tastes as good
• Is garnished the same
… as an alcoholic one

Soft drinks
The importance of soft drinks in the on trade is being propelled by several converging trends: health and wellness, premiumisation, a desire for heritage and authenticity, and the rise of experiential drinking.

• Drinks that have natural flavours and ingredients
• Drinks made with real fruit, spices and botanicals
• Offer mixers and RTDs from brands with heritage: R. Whites; Teisseire; Schweppes 1783; London Essence; Perrier and San Pellegrino being great examples

Mindful drinks
Mocktails may be the name associated with low and zero alcoholic cocktails but it’s having a shake up! Now, the term most used in the on trade to describe this category is ‘mindful drinks’. The name change has helped give the category a fresh new identity that chimes with what consumers are looking for.

For inspiration and recipe ideas visit

Sources: Britvic, CGA, University College London

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