Almost half of UK licensees believe that they “could be doing more” to improve their back bar range and maximise sales, according to research commissioned by Diageo.
In total, 56% of the outlets surveyed do not display the spirits they serve from the speed rail on the back bar.
According to the independent survey of 500 licensees, 56% of the outlets surveyed do not display the spirits they serve from the speed rail on the back bar. This space is a “vital” shop window, the report states, and should be used to “inspire customers and communicate choice and breadth of range”.
One third of consumers walk into an outlet without having chosen which category of drink they are going to order from, Diageo adds, making the back bar a “key opportunity” to upsell and increase profits.
Additionally, 35% of outlets are failing to highlight their premium spirits. The report suggests creating a ‘premium pyramid’ on the back bar, displaying the most expensive spirits on the top shelf, and providing extra training to staff.
More than one third don’t double-bank their best-selling spirits, which Diageo cites as an “important timesaver” to boost efficiency and maximise margins.
“Licensees’ understanding of the how they can maximise sales is generally high,” said Clare Moscrop, senior on-trade category strategy manager.
“Almost all of those we spoke to recognise the importance of blocking their spirits by category (87%) and removing clutter from their workstations (83%) but our research has also shown that there are a few knowledge gaps that licensees can work on.
“To help bridge this gap, they can speak to our sales force, visit the Spirits Revolution website and consider training with one of our Bar Academy experts to be fully aware of the small improvements they can make to deliver increased profits.”
For more information on Spirits Revolution, visit www.spirits-revolution.com and for more information on the Diageo Bar Academy, visit www.diageobaracademy.com.