The opportunities provided by winter, however, extend beyond the alcohol-free movement. UK consumers missed the pub when they were closed during the height of the pandemic. Consumers are already visiting foodservice and licensed venues for meals and drinks with family and friends, which means there are other opportunities to be tapped into.
One is the working from pub initiative adopted by many outlets throughout the quieter days and times of the week. Some 55% of consumers who work from home said they would be open to working from a pub. This is a huge opportunity for outlets to monetise as more UK workers continue to work from home either full time or part time in a hybrid or flexible capacity.
While the luxury of homeworking allows people the opportunity to balance work and life more efficiently, it can be less interesting for some who would like a change of scenery every now and then. Outlets should therefore consider providing a working from pub, restaurant or coffee shop package that provides consumers with options like unlimited coffee as well as breakfast and lunch deals. Free Wi-Fi and a warm, comfortable working environment are also a must when it comes to attracting this unique audience.
This is also the perfect opportunity to provide consumers working in your venue with soft drinks to help them tackle their tasks more efficiently. Cognitive and energising drinks brands such as Purdey’s provide consumers with the opportunity, through natural ingredients, to stop and take a break during the day with its Refocus, Rejuvenate or Replenish variants.
End of the day opportunities
Keep those working from pub in the venue for a little longer by offering them a new way to wind down with something delicious to sip and nibble on. The aperitivo moment, imported from Italy, is a pre-meal drink and snack that is also a cultural ritual on the continent.
Drinks, usually something bitter such as the Aperol Spritz, Americano or punchier Negroni, are served with lite bites in bars and cafes prior to dinner time later in the evening. It is an opportunity to meet with friends or to relax and unwind alone after a busy day.
While traditional drinks tend to be bitter, to stimulate the tastebuds and digestion, anything light and refreshing works perfectly, such as tonic water served with a dash of syrup and a dehydrated fruit garnish. Or create the classic Americano by mixing 25ml Campari and 25ml red vermouth in a long glass filled with ice before topping with Britvic soda water and garnishing with an orange twist.
Although the months of January through to March may feel bleak and grey, there are deep pockets of opportunity to continue driving consumers through your doors with until the frosts break and the sun shines bright once again.
 Star Pubs & Bars JAT research 2022