With King Charles III’s Coronation fast approaching on 6th May 2023, the once-in-a-lifetime event presents pubs and bars with an opportunity to drive sales.
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Major royal events have long offered foodservice and licenced operators an opportunity to maximise their sales. Illustrated by the late Queen’s Platinum Jubilee last year, the long bank holiday weekend saw food sales increase by 8%, spirits sales by 12% and cocktail sales by 10% as the nation raised a glass to Her Majesty[1]. The larger number of family visits to the pub also meant that soft drink sales increased by an impressive 11%[2].
The additional bank holiday on 8th May this year and the government announcement that opening hours in pubs and bars will be extended over the long weekend, offers family and friends further opportunities to celebrate beyond the existing two wider May bank holidays.
To make the most of the royal festivities this year and the Coronation weekend specifically, ensure that you join in the celebrations by decorating your venue to make it an enticing destination. String up some bunting and roll out your projector so that visitors can follow the coronation live on TV. Setting up outdoor screens will also help to make customers feel like they’re a VIP at the ceremony.
Food and drink will likely be at the heart of any celebration so consider creating bespoke food and drink packages to celebrate, particularly with quintessentially British dishes or tipples like fruity G&Ts made with Britvic Indian or London Essences Tonic Water. Don’t forget to include British beers and wines on the specials menu too or a sparkling wine promotion for those looking to raise a toast during the Coronation weekend with something a little special.
Another opportunity for pub and bar operators is the growing cocktail market in Great Britain, now worth £686m in value – an increase of +132.1% on last year[3]. Consider tapping into this market by offering a range of coronation cocktails in the run up to the event, as well as over the weekend. In particular, Aperol, Tequila and sparkling based cocktails are proving popular, with Aperol Spritz, Margaritas and sparkling cocktails named as the top three cocktails[4].
Alternatively, take inspiration from Charles’ love of nature and British produce and utilise seasonal ingredients within the drink such as strawberries and rhubarb or simply use as garnishes. If your venue name has a royal connection, then why not use it as inspiration for naming your signature coronation cocktails?
Don’t forget to offer some low / no alcohol choices on your menu too to tap into the increasing number of consumers looking for these options. Offer inventive virgin drinks such as colourful mocktails or herbal teas. You could even have a special selection of mocktail recipes specifically designed for the occasion. This is great way to cater to all of your customers while adding a touch of royal glamour to their festivities.
71% of bartenders stated that they agree that a wider no / low alcohol offering would increase sales in the venue in which they work[5].
67% agree that a wider no/low alcohol offering would raise the profile of the venue they work at[6].
If you need some ideas, take a look at our Bank Holiday Serves here, which offer a selection of both cocktail and mocktail recipes, all with a royal, British summer twist.
As the first coronation in almost 70 years, pubs and bars should be preparing for the occasion well in advance to maximise the opportunity. To help, Britvic has created a Bank Holiday POS kit with cocktail glassware, straws and serve ideas to support pubs and bars to create a welcoming atmosphere, drive footfall and boost sales throughout the multiple May bank holidays.
The kits are available here, so get ordering now to encourage footfall and drum up some bank holiday bookings.
[1] Source: CGA News, Jubilee holidays boost food and drink sales, but weekend trading disappoints , On Premise sales, Wed 1 st June Sun 4 th June 2022, vs. equivalent period over the previous 12 weeks
[2] Source: CGA News, Jubilee holidays boost food and drink sales, but weekend trading disappoints , On Premise sales, Wed 1 st June Sun 4 th June 2022, vs. equivalent period over the previous 12 weeks
[3] CGA Mixed Drinks Q3 2021-2022 –Volumetric sales data - Cocktails in the GB On Trade MAT to end of Q3 2022 | YOY Chg. vs. Q3 2021
[4] CGA Top 3 cocktails in terms of share change versus Q3 2021| Chg versus Q3 2021
[5] CROSSIP x CGA: Leading the way in No/Low Spirits Bartender Survey 2022 – Sample size: 312 & 314
[6] CROSSIP x CGA: Leading the way in No/Low Spirits Bartender Survey 2022 – Sample size: 312 & 314
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