Pernod guide gives on-trade advice for reopening

18th June, 2020 by Melita Kiely

Pernod Ricard UK’s Brand Engagement and Advocacy Team (BEAT) has put together a guide to help the on-trade prepare for when it reopens, called ‘Back to work in the new normal’.

Pernod Ricard UK guide

Pernod Ricard UK has created a guide to help the on-trade prepare for reopening

The guide gives advice to the hospitality sector regarding how consumer needs have changed since lockdown measures were introduced in the UK, how to prepare for reopening and how to serve drinks in a safe and responsible way.

UK prime minister Boris Johnson had previously said the on-trade in England could reopen as early as 4 July, but the trade has yet to receive official confirmation.

Scotland’s hospitality sector has been advised by the Scottish government it can officially reopen on 15 July.

Dan l’Anson, brand engagement and advocacy manager, said: “We recognise the on-trade sector is getting ready to face an uncertain future and that there are many new challenges to overcome by operating in the ‘new normal’.

“Our guide has been designed with that in mind and provides practical solutions, with tips from some of our industry’s best and brightest bartending talent on how to rebuild and rebound, including Megs Miller from Fam and Clint Ghent from Revolución de Cuba. It’s time to look forward and work together to rebuild and rebound.”

The guide also explores how consumers have adapted their lifestyle and drinking habits during lockdown, as well as what the on-trade can learn from trends that have emerged in the off-trade.

For example, Pernod Ricard noted sales of Kahlúa coffee liqueur have grown 104% during lockdown, thought to have been driven by demand to create Espresso Martinis at home.

Sales of Malibu have also climbed 74% during lockdown, thought to be attributed to the popularity of the Piña Colada cocktail.

The new guide can be downloaded at www.prukbeat.com/back-to-work.

The UK on-trade is still campaigning for the UK government to intervene on rent payments due next week. Trade body UK Hospitality has stressed rent is the “biggest threat” to the industry and will cost millions of jobs unless the government takes urgent action.

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