Increased focus on spirits can boost bar sales

Spirits have the potential to become a “far bigger part of the drinks mix”, and can help bars generate greater profits if positioned at the heart of the business.

Research has found spirits can generate greater sales for bars if placed at the heart of the business

A survey of 1,000 UK consumers found that those that drink spirits when visiting bars are more likely to go out more than non-spirit drinkers.

It found 86% of spirit drinkers visit bars more than once a month, compared to 67% of non-spirit drinkers.

The research, conducted by CGA Strategy, discovered that operators could generate greater sales if they focused on the high frequency of visits from spirits drinkers.

It claimed that by diversifying the range of spirits and mixers on offer and improving the standard of their serve, bars could improve their revenues.

Rachel Perryman, client services director at CGA Strategy, said: “These new figures prove that spirits have the potential to become a far bigger part of the drinks mix for consumers and the outlets that serve them.

“By putting [them] at the heart of their offers, pubs and bars could generate even greater sales and win all-important loyalty. The challenge is to understand where, when and why people choose to drink spirits — and to make them more aware of the superb quality and versatility of drinks available to them now.”

The analyst group added that bars and brands need to improve their communication of the relative value and strength of spirits, and make consumers aware that the alcoholic strength of a spirit and mixer is similar to that of beer and wine.

Operators should also tailor their offers around post-work and early evening trading periods and educate consumers on how to enjoy spirits and cocktails with meals.