Maximising Sales Of Spirits
Mark S. Elliott has spent 25 years working in various management roles within the tenanted and leased divisions of the UK's largest breweries and pub companies. His extensive knowledge and day-to-day involvement with pubs and publicans make him well qualified to know what is required to run a successful pub. He shares his knowledge and many 'insider tips' with you in this book. Mark is based in Cockermouth, Cumbria.
MAXIMISING SALES OF SPIRITS
Growing overall consumption of spirits offers you a chance to develop this part of your business and enjoy the high profit margins that come from selling spirits. There is a number of practical things you can do to increase your spirit sales. Many of these are based on research which suggests that over 40% of customers do not know what they are going to buy when they enter your pub; this provides you with an excellent opportunity to influence their decision.
Here are some ways that you can increase the sales of your spirits:
- Stock big brands.
- De-clutter your back bar so that your spirits can be easily seen.
- Display your optics in banks of no more than 6.
- Group similar products together.
- Separate your light and dark spirits.
- Double face key products like vodka, whisky, gin and white rum.
- Display popular spirits at either side of your till(s) – a hot-spot that virtually all customers will look at.
- Remove slow moving spirits from display.
- Replace 25ml optics with 35ml ones. (Research shows that most customers feel that the 25ml measure is poor value for money.)
- Price your spirits competitively.
- Display fresh fruit and ice to be served with your spirits.
- Use point of sale material to promote key brands.
- Run fun nights and tastings.
