A Measured View (Sept 06)

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A MEASURED VIEW

OFF TRADE ALCOHOL PRICING

LIQUID ASSETS, A MEASURED VIEW, SEPTEMBER 2006, COMMENTS

Thank you S&N for advancing the political debate around alcohol related disorder with your comments on the very cheap prices for alcohol (mostly beer) charged by the supermarkets and the link to increased alcohol consumption and related problems. We have all seen how, increasingly, clubbers are now frontloading on beer and vodka at home with mates before heading into town. They no longer meet up in the pub preferring to hit one or two bars and then a club - despite licensing reform, they still want that high energy atmosphere at the end of the evening.

Licensing reform and Home Office campaigns cracking down on alcohol related crime have distracted many operators from what should be their number one priority – ensuring the offer at their venue is good enough to differentiate them from the off-trade, the local pub and their high street competition and pull punters through the door.

Drinks producers and retailers are right to point out the social consequences of excessively cheap alcohol in the off trade but, for good or ill, it is clear that clubs and bars cannot and should not be competing on price with the likes of Tesco, Asda and Sainsbury’s. It is good to see that retailers have realised this and are working with producers to deliver a distinct drinks offer not easily reproduced at home.

On the bar that means a proliferation of extra cold variants such as Carling Extra Cold preferably in a branded glass and served with a smile. While real ales such as Deuchars IPA are gaining ground – brands with a history and identity tapping in to increased consumer demand for quality ingredients. Over the last year, 50% of venues have added at least one extra font on the bar.

That increased choice is also reflected in the fridge as operators look to Eastern Europe, South America and South East Asia for new bottled beers that will appeal to those customers looking for a taste of the unusual. An extra 9,000 venues have added a world lager offer in the past year.

And then on the back bar it is all about premium brands delivered ‘every serve perfect’ be it a classic G’n’T in the right glass with ice and lime or something more adventurous put together by your favourite mixologist. It might leave you with hefty fruit bills but it sure impresses the customers!

For late night venues, already blessed with good design, lighting and sound all you need do is add in a healthy dose of attractive strangers to admire, flirt with (and maybe get to know better) and you have a powerful combination unmatched by anything from the supermarket shelf.

From: September 2006 Issue

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