With 8.6million people across the UK moderating their alcohol intake, having a great low and no alcohol offer in your venue is more important than ever. According to Marston’s Beer Report, ⅔ of consumers have visited a licensed venue and not drunk alcohol; an indication that the majority of people buying non-alcoholic drinks when they are out are moderators rather than teetotallers - they still choose to drink alcohol.
How to fit these new drinks into your offer is really simple and will open up a whole new stream of revenue for your venue. Why not try our three step method below.
You wouldn’t sell a new wine or beer before you tried it and the same applies to alcohol-free drinks. The Club Soda Guide is a great place to look for new drinks as it lists over 1000 different low and no alcohol options; from beers and spirits to drinks categories you might not have even heard of like kombuchas or shrubs.
It allows you to find the non-alcoholic drinks that would best suit your customers. If you’re a craft beer spot, try Lucky Saint or Nirvana Brewery. Or if cocktails are your speciality, Lyre’s or Everleaf are good options. Then give it a try and see if you think it would work behind your bar. Have an open mind and put yourself in the shoes of someone choosing not to drink alcohol.
When you’ve done that, you should…
Start by introducing a couple of options and seeing how they go down. These new drinks won’t necessarily fly off the shelves (although they might!) so see it as an experiment to test what demand looks like.
Talk about it
Make sure that your staff are introduced to the new drinks and have tried them. Shout about them on social media and A-boards. Avoid placing the drinks at the bottom of a fridge or at the back of the shelf. Put them front and centre so you draw people’s attention to them. If your customers don’t know what options are available, they’re unlikely to buy them.
Once you’ve tried these options in your venue, think about how they have gone down. If they haven’t sold well, maybe try a different style of drink or promotion. If they’ve been a success, there’s no need to stop there! A good low and no alcohol offer is about catering to the same variety of customers that you would with your alcohol offer.
Once you’re happy with your offer, you can list your venue on the Club Soda Guide, our guide to the best places for mindful drinkers.
The alcohol-free market is growing fast. Follow these steps to make sure you ride that wave and reap the benefits, rather than ending up left behind.
You can try over 60 low and no alcohol drinks at Club Soda’s Mindful Drinking Festival on the 18th and 19th January. www.mindfuldrinkingfestival.com