Wholesalers Weekly (12.10.2023)
October 12, 2023Wholesale’s Weekly – An Alcohol Industry Update (23.10.2023)
October 23, 2023Range Grows Volume ... How To Get More Pub Sales.
Welcome to 7 Day's weekly blog article looking at how to grow your pub's sales. This week we're looking at the importance of adding a guest ale to your range ...
Asking, how do I grow my alcohol volume can be like asking what came first – the chicken or the egg?
Drop your pint prices and customers will buy more. Customers buy more, you get better prices … customers buy more again. Before you know it, you’re on a beach in the Caribbean with an international pub group.
Unfortunately, this isn’t the reality for many publicans. Trade is hard enough as it is – with a cost-of-living crisis and ‘drinkflation’, dropping prices is probably the last thing on your mind. However, there are a couple of tactics you could try out …
The first is looking at alternative, high quality but cheaper alcohols to replace established brands. At 7 Day Cellar our Brue River, Los Perros and Bridge Ales are exactly that – capitalising on lower duty rates to out-compete alcohol prices from any big brewer or wholesaler (a little more on that next week!).
Alternatively, you could look at increasing your alcohol range through using a ‘Good, Better, Best’ system. The idea is simple – you help to accommodate all of your potential customers preferences for certain ABVs by having a range of prices a consumer could pay for a product. So, the customers looking for a cheap 4% lager (like Brue River!) will come to your pub, along with those looking for something more expensive and crafty (like our double hopped) – where one group may not have come if the option wasn’t provided for them.
Allstate, a car insurance company plagued by highly price sensitive consumers, implemented a good better best system in the early 2000s. They found it helped them keep price sensitive customers, upsell more enthusiastic consumers and help to clarify a options. As a result, they found 23% of consumers chose the better or best plans and sold 3.9 million of these ‘choice’ policies in the first few years of their introduction.
Plus, once you get known as a pub that supplies a wide range of alcohol – more people come and your footfall just snowballs.
Why not test this theory? Get in touch for a free install (and keg) of Bason Bridge product and price it 50p below your other products (which our prices will allow you to do!) and watch the additional customers roll in…
