What are the key considerations when putting together your Christmas menu?
Put some sparkle into your menu to attract more customers and maximise profit
The essential drinks for your Christmas bar
From wine and beer, to spirits and soft drinks...
The festive season is creeping up and with 78% of consumers visiting an on-trade venue over the Christmas period in 2022, it’s an occasion you need to be ready for. We’ve looked at the data and spoken to the top on-trade suppliers to find out what you need to stock on your bar this year.
Beer and cider
Old Mout
41% of cider drinkers now choose flavoured cider. If the female market is a big part of your business, flavoured cider is key – women make up 62% of the premium line consumers. The Old Mout range is impressive – for a guaranteed seller, go for the Berries & Cherries.
Madrí
It’s the award-winning lager from Madrid (but brewed in the UK) with a distinctive look. Madrí achieved the highest-value sales of any alcohol brand in its first year. So, if you don’t have it on your bar, customers will likely wonder why not!
Cruzcampo
Newly available on draught in the UK, Cruzcampo will be familiar to many customers as it’s the number one draught brand in Spain. It offers customers a premium experience at a more accessible price point which makes it ideal for Christmas.
Corona Cero
With the International Wines and Spirits Record (IWSR) forecasting the global no/low alcohol category total volume to grow by 31% by 2024, non-alcoholic beer is essential. Corona Cero is a relatively new line to the market so should catch customers’ attention. Over Christmas 2022, lager was in the top three performers in bars and wet-led pubs.. Look at what your customers are enjoying at the moment and the favourites from last Christmas.
Birra Moretti
For a recognisable premium lager you can rely on, Birra Moretti is perfect. One in three consumers say they would pick it if available which is more than any other brand. Its special blend of high quality hops creates a smooth, full bodied beer.
Level Head
For your festive customers who are looking to try something a little different, this session IPA from Greene King hits the spot. Tell customers to look out for the hoppy aroma and tropical and grapefruit notes. Brewed in Suffolk, it’s a nice homegrown pick.
Snacks
Tyrells
A brilliant premium crisp that has won 91 Great Taste Awards. Lightly Sea Salted is a classic but also look at Sea Salt & Cider Vinegar (great with Sauvignon Blanc) and Mature Cheddar & Chive (recommend with a white burgundy).
Walkers
They’re the nation’s number one crisp brand so can’t be missed! Look at which flavours sell well for you – cater for families with products such as Quavers, and add premium sparkle with Sensations Thai Sweet Chilli.
Pringles
The small 40g Pringles packs have seen big growth in Out of Home in the last year – 40% versus last year. If you don’t stock them yet, you should! Our favourites are Sour Cream & Chive and Texas BBQ Sauce.
Wine and spirits
Casillero Reserva Especial Sauvignon Blanc
Whether you’re looking for something to pair with smoked salmon, or just want to impress a Sauvignon drinker, this ticks all the boxes! For customers who are happy to pay just a little more at Christmas, this fresh Chilean white is ideal. It’s packed with citrus and tropical flavours.
FACT
From 2022 festive data, we can see that still wine is more popular for food-led occasions while sparkling is mostly consumed in restaurants, hotels and pubs with a food focus. Red wine had the biggest increase in popularity compared to Christmas 2021. Get some bestsellers on your list and also add new picks for adventurous customers. Balance your offering with a few premium lines and value options to cater for all.
Tribu Malbec
It’s the nation’s favourite red grape variety for a reason! This bottle is a great crowd pleaser that will keep even the pickiest customer happy. The Tribu is medium bodied with red fruit and peppery undertones. If serving with food, it’s best paired with grilled red meat.
Jack Daniel’s Tennessee Fire
With strong whiskey sales at Christmas 2022, we’d recommend reviewing your range. As well as the classics, consider some other lines that have a festive feel such as this cinnamon-spiced version from Jack Daniel’s. They also do a honey whiskey, which is worth a look.
FACT
Spirits are big sellers at Christmas so get your selection right. In the four weeks before Christmas 2022, spirit sales rose by 28.5% versus the rest of the year. The top performers with the biggest sales uplift last year were cream liqueurs, golden and dark rums and whiskies. Cream liqueurs are often drunk after a meal so encourage your team to ask customers if they’d like one, or a whisky on the rocks.
Bacardí Carta Oro
A good choice of rums is essential for Christmas. They lend themselves well to a whole host of cocktails as well as simpler serves with coke. This dark rum from Bacardí has vanilla, caramel, toasted almond and sweet banana notes – delicious!
Get inspired with these new cocktails and mocktail –
Soft drinks
London Essence Roasted Pineapple Soda
Treat the drivers or teetotallers with this premium soda. Serve it as is with a lime twist or basil sprig. It’s also fantastic in mocktails and cocktails.
Try this Roast Pineapple Spritz.
Ribena Sparkling
Christmas is a big family occasion so expect lots of kids through your doors. Make them feel like they’re having a special drink just like the adults by serving blackcurrant-packed Ribena Sparkling in a glass with a fruit decoration and patterned paper straw.
Schweppes Monsoon Dance
This new melon and watermelon soda is sure to grab customers’ attention. Vermouth and gin make perfect partners to the refreshing drink. Make a Watermelon Rouge Twist cocktail with gin, Campari, the soda and rosemary. Create your free bar menu here from Coca-Cola.
3 top tips to optimise your bar
SWEETS
A commonly missed opportunity is the idea of sweets within on-trade, forming part of cocktails or just a perfect pick me up. They’re a great alternative to the traditional crisps and snacks offering and are also more appealing to a wider audience. Swizzels Drumstick Squashies are a perfect pick for you to start with. Make sure they’re visible at the front of the bar so they can’t be missed.
GO HOT
Don’t just concentrate on your cold drinks. The festive period calls for a little warmth. The 2022 Christmas Report from on-trade data experts CGA showed that the top festive alcoholic drinks customers are looking for are mulled wine, followed by liqueur hot cocktails and coffees, then mulled cider. Both cider and wine saw growth on the previous year. You can pick up a soup kettle for a reasonable price, then choose a pre-made mulled spice mix for ease.
DON’T FORGET THE SPARKLE
It wouldn’t be Christmas without a glass of fizz – make sure you’re stocked up. For Christmas parties, kick off the night with a glass. You could throw it in for free if it’s a large group and they book in early. Consider offering deals on bottles on certain nights that tend to be a bit quieter. You can pick up Santa Loretta Prosecco from your local wholesaler – it’s great value and a real crowd-pleaser.
Sources: CGA OPM Data P13 2022: 31/12/2022, CGA Christmas Report 2022, July 2021 & CGA Distillr-August 2021, CGA BrandTrack Oct 2022, Kantar Usage panel total IH & CO 4 w/e 25th Dec 2022, Kellogg Sales Out data L13we to 4th May 2023, OPUS June 2023, Brandtrack April 2023.
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