Prepare to score Summer sales
There’s little doubt that Summer – especially a good one – can be the catalyst for an uplift in sales for the licensed trade just as a poor Summer can lead to patchy sales. However the on-trade can expect this Summer to begin as one of the good ones with the World Cup having kicked-off this month. But what then? We look at what's on offer from suppliers to help boost Summer sales in your outlet.
27 June 2018 | 0
When all the World Cup hububski has died down the on-trade remains in a favourable season for sales.
Summer represents peak sales time over an extended period so it’s worth ensuring that you’ve the right range on offer for an increasingly picky public.
Diageo Ireland pulled together some information on 2016’s performance in key categories versus temperature.
It found that in the beer market stout sales respond to temperature – the colder it is, the more stout is sold.
More lager is sold in the market during the Summer months (especially from May to August) as average temperatures rise. Cider sales evince a similar trend to lager, stated Diageo, with ale sales responding in a similar way to stout sales.
Overall from a beer point-of-view there was a clear switch out of ale and stout from some consumers and into lager and cider, reported Diageo.
Summer spirits performance
Spirits sales grew in the total market, but this was driven by gin growth, with vodka and rum witnessing reduced sales, reported Diageo.
We look at what’s on offer from suppliers to help boost Summer sales in your outlet.
The allure of Richmond Marketing’s Aperol Spritz is predominantly driven by those who have fond memories of this drink while sitting on a sunny terrace in Italy or enjoying some Aprés-Ski in The French Alps.
However, in the more modest climate of Ireland, the popularity of the Spritz continues to grow due to its refreshing nature and low ABV.
It’s a simple serve consisting of three key elements: three parts Prosecco, two parts Aperol and one-part soda water, all over ice with an orange wedge served in a large wine glass.
You’re likely to see people enjoying an Aperol Spritz after work or before dinner. The Italians call this occasion ‘Aperitivo’ and the Aperitvo occasion is becoming increasingly popular in Ireland. It simply relates to a drink before dinner to stimulate appetite. Aperitivo is a recent new phenomenon here in Ireland which is becoming more relevant with the rise in popularity of Aperitivo-style drinks like the Aperol Spritz or it’s cousin, The Negroni cocktail.
McGuigan wines continue to outperform the market. According to a recent report McGuigan is now the Number One Australian wine brand in the off-trade. The Black Label range comprises Cabernet, Shiraz, Merlot, Chardonnay, Sauvignon Blanc, Pinot Grigio and the most recent addition, Malbec.
Distributors Barry & Fitzwilliam say that this range will have strong Above-The-Line marketing activity this Autumn for the ‘Bring a McGuigan’ campaign. McGuigan Frizzante is an ideal celebratory drink available in 75cl and 20cl.
Trimbach Pinot Blanc
Maison Trimbach began in 1626 when Jean Trimbach settled in Riquewihr, Alsace and established the family wine trade. Today the tradition of quality continues with the 11th and 12th generations of the Trimbach family.
Maturing early, Trimbach Pinot Blanc from Gilbeys is dry, well-balanced, supple and refreshing. Pale straw with green reflections, it’s rich and concentrated, with white flower and apricot notes. It’s also smooth and medium-bodied with good fruit acidity.
Ideal for serving as an aperitif, Pinot Blanc is best served with shellfish, cold meats, tarts, flambées, pies and other light appetisers. The Pinot Blanc has beautiful fruitiness and makes an excellent all-occasion drinking wine.
Brew Dog was established in 2007 and is brewed in Ellon, Scotland, in a state-of-the-art eco-brewery, one of the most technologically advanced in the world. From there it strives constantly to challenge people’s preconceptions about what beer is and how it can taste.
Owners Martin Dickie and James Watt became bored of industrially-brewed lagers and ales dominating the UK beer market and decided to create a great, new craft beer.
Fast forward 10 years and Brew Dog has over 1,000 employees, 70,000 shareholders and 46 bars. The company donates 10% of its profits to charity and has also made the decision to move away from all plastic can holders by using fully-recycled and recyclable boxes which is likely to have a very positive impact on the brand image. The brand also scored three Golds and one Silver in the 2014 World Beer Awards.
Brew Dog has a wide range of beers from Punk IPA to Elvis Juice but it’s the Indie Pale Ale that has the most potential for the Summer months. This 4.2% ABV pale ale delivers light hints of pear and banana set against a caramel and biscuit malt backbone. It’s portrayed as an icon of independence which is a fitting theme for the Summer, states Brew Dog’s distributor here, Barry & Fitzwilliam.
Franciscan Well launches Archway Lager
Franciscan Well has launched Archway Lager. Born out of deep consumer-centric insights combined with the changing tastes and demands of the Irish drinker, Archway Lager is for lovers of great beer moments together. At 4% ABV it’s “an expert blend of three hops and four malts and has been skilfully crafted to deliver an accessible lager that’s exceptional in both substance and flavour”.
Crafted at the award-winning Franciscan Well Brewery in Cork, Archway Lager has a clear golden body, early hop aroma, light pear and malt sweetness, beautifully balanced, accessible and distinctive, making Archway immediately satisfying from the first sip, stated Franciscan Well’s Brand Manager Seamus Harahan of the launch.
“Archway Lager is a uniquely designed beer,” he said, “We listened to our customers and became distinctly aware of changing tastes and demands of the Irish drinker. In Archway Lager we’ve matched this listening with our love of exceptional lager.
“Archways have long represented a strong sense of place that are both welcoming and inviting and this is exactly how we want Archway to be enjoyed – with the people who count in those moments that matter.”
Shane Long, Franciscan Well Founder, added, “As we celebrate 20 years of Franciscan Well, it’s a perfect moment not just to reflect on our past but to create our future. Archway is a product of us looking to that future”.
The name derives from the archway that’s already part of Franciscan Well’s brand and story.
Archway is now available on draught in Dublin and Cork and will be rolled out nationally over the coming weeks. 330ml cans of Archway are also due to launch in supermarkets and off-licences throughout the country.
Archway Lager’s launch will be supported by a major marketing campaign comprising out-of-home, digital, PR and experiential. To celebrate the launch Franciscan Well will be rolling out a series of unique consumer experiences throughout the Summer and the rest of 2018.
Carlsberg unveils ‘The Danish Experiment
This Summer, in celebration of its Danish roots, Carlsberg will follow the journey of four well-known Irish personalities as they explore ‘The Danish Way’ of living and what makes it so unique.
The five-part web-series, ‘The Danish Experiment’, which went live on 12th June, follows Kodaline bassist and music producer Jay Boland; street artist Maser; food trailblazer Kevin Powell and interiors & fashion stylist Jo Linehan as they live and work like a local with four of Denmark’s most talented creatives over one long weekend. The Irish group won’t know anything about who they will be paired with or what the project is until the plane has landed.
“The Danish Way is something that Carlsberg has embodied since its foundation over 170 years ago,” said Carlsberg Brand Manager Julie Fullerton, “We’re very proud of our rich Danish heritage and want to celebrate our roots in a unique, exciting and surprising way at the birthplace of Carlsberg – Copenhagen.
Appleman’s Cider arrives just in time to tap into cider sales
The Summer drinks market is closely associated with the juicy refreshment of cider and Heineken Ireland’s latest cider offering, Appleman’s, is set to tap heavily into this seasonal sales surge.
Appleman’s cider hit shelves in April and has immediately found favour among Irish consumers. Its appeal is rooted in its simplicity. Boasting a true apple taste that’s perfectly balanced – not too dry, not too sweet – the cider is twice pressed by fourth generation master cider makers.
Appleman’s taste was developed for the Irish palate following extensive consumer research among cider drinkers. In Appleman’s Heineken, the world’s largest cider producer, has broken new ground by bringing what’s a genuinely balanced apple refreshment for the discerning cider drinker.
The launch includes a major TV campaign filmed in Dublin. It’s being supported with a through-the-line campaign including TV, Out Of Home and an integrated social, PR and sampling programme.
Appleman’s has an ABV of 4.5% and is available on draught and 568ml bottles for the on-trade.
Cointreau Blood Orange
Cointreau Blood Orange is a bold variation, created by Master Distiller Bernadette Langlais. It uses blood oranges from Corsica along with the peels of sweet and bitter orange found in the traditional Cointreau. The blood oranges are harvested when the peels are packed with the highest concentration of oils, resulting in rich, expressive citrus notes all the way through. The perfect balance between sweet, bitter and blood orange peels, Cointreau Blood Orange is like tasting a ripe fruit, both tangy and rich in aromas. This fruitiness makes it a beautiful drink, especially during the Summer. It’s also a fantastic ingredient for cocktails such as the Cointreau Fizz Blood Orange Cocktail. Cointreau Blood Orange, new to the Irish market, is distributed by .
Beefeater Pink set to become the drink of the Summer
Beefeater Gin is kicking-off the Summer in style with the launch of its highly- anticipated Beefeater Pink.
With Beefeater Gin as its base, the addition of strawberries to its classic flavours of citrus and juniper creates a beautiful, natural and refreshing spirit, especially when served with a quality tonic.
Master Distiller Desmond Payne MBE spent months perfecting the pale pink expression of Beefeater Pink with the end goal of achieving the best pink gin on the market.
While creating the Beefeater Pink blend, Desmond took inspiration from creations by the distillery’s pharmacist founder James Borrough such as raspberry gin and cherry brandy to give Beefeater Pink a truly distinctive taste and a visually vibrant look with its statement Summer shade.
Bottled at 37.5% ABV, the gin comes with numerous recommended serves such as the classic Beefeater Pink and tonic, Beefeater Pink and orange tonic and a Beefeater Pink Collins.
This artisanal Islay gin is made using classic gin aromatics which are augmented with a heady harvest of 22 local botanicals – Orris Root, Cassia Bark, Coriander Seed etc – hand-picked by an expert foraging team from the windswept hills, peat bogs and Atlantic shores of this Hebridean island.
The Botanist is a truly seasonal and exotic serve which is then slow ‘simmer’ distilled in a unique and cherished Lomond pot-still.
It works at low pressure so the precious botanicals are slowly and gently coaxed into releasing their complex, signature aromatics.
The result is a highly distinctive, complex, floral gin with outstanding finish and impeccable provenance. The Botanist stands out as a truly artisanal, small-batch, hand-crafted labour of love and distiller’s art distributed by Barry & Fitzwilliam.
The creators of Brockmans shared a view that gin could be something more exciting, different and delicious than the traditional brands so they set out to explore new possibilities in taste and push some boundaries to see where gin could go.
They wanted a new style gin, one with a recipe that went beyond juniper into more avant-garde territory, something distinctive that would shake well with new mixers and create exotic cocktails.
Brockmans is intensely smooth with a soft, fruity character derived from the carefully-selected botanicals used in distillation. Italian juniper berries provide pine, lavender and camphor notes. Spanish lemon and orange peel add zesty citrus. But the unique use of dried wild blueberries and blackberries give Brockmans its most distinctive flavour.
For cocktails, the smooth taste of Brockmans works exceedingly well in a Martini with a dash of vermouth and a twist of lime.
To make the perfect G&T, pour a good measure of Brockmans Gin over 4-5 ice cubes, top with chilled premium tonic, garnish with a twist of pink grapefruit peel and two fresh blueberries.
The sharp acidity of grapefruit and the floral notes of blueberry combine beautifully with the unique botanicals of Brockmans from Gilbeys.
Boë Violet gin
This gin is hand-crafted and lovingly created in small batches under the watchful eye of the Master Distiller at its distillery in Stirlingshire, Scotland.
A gin of the highest class cut to exactly 41.5% ABV, the subtleties of Boë Violet are all in the selection and preparation of its botanicals – that fine balance of herbs and spices so crucial to its distinctive taste and quality and the unique use of premium spirit.
There’s the aromatic Coriander and Angelica while Ginger, Orris Root and Cassia Bark are included. Warmth and flavour come from the Grains of Paradise. Orange and Lemon peel are there too, delivering a hint of citrus together with Cardamom Seeds, Liquorice, Almonds and the peppery tones of the Cubeb Berry.
Boë Violet gin is infused with violets to create a stylish gin with a light delicate taste. The colour of the gin is enhanced by adding natural colour at the end of the process reflecting the sweet taste of violets. Distributed by Gilbeys.
Jägermeister, the famous German liqueur, is a huge seller in the shooter market, particularly among trend-setters. Jägermeister has a unique blend of 56 herbs and spices with the perfect serve being ice cold at -18 degrees.
Sales are up again this year which is an excellent performance and a reflection of its eighth place in the top 10 on-trade spirits brands.
The 20cl size continues to do very well in the off-trade while the Jägermeister Ice Kuhl Series will run throughout the year. Jägermeister will sponsor music festivals over 2018 and will be supported across social media via Barry & Fitzwilliam.
The WKD range of Blue, Berry and Passionfruit Passionfruit will extend this year to include Tropical Mango.
NKD was launched in 2017 with two products – Blueberry & Elderflower and Citrus-Lemon & Lime natural flavours which contain less than 100 calories per bottle. Both WKD and NKD will sponsor music festivals this year and will be active across all forms of social media.