Contents
Contents
3 Euro 2020 fixture dates
4 - 7 Beer
8 - 10 Cider
11 - 12 PPS
13 - 15 Mixed Spirit Offers
16 - 19 Summer is Coming
20 - 25 Gin
26 - 27 Vodka
28 - 29 Rum
30 - 32 Whisk(e)y
33 - 35 Liqueurs/Shots
36 House Pour Spirits
37 - 38 Wine
39 Sparkling Wine
40 - 46 Non Food
KEY DATES FOR YOUR DIARY
UEFA Champions League Final
Saturday 29th May
Spring Bank Holiday
Monday 31st May
Euro 2020 Championships*
Friday 11th June to Sunday 11th July
International Gin Day
Saturday 12th June
Father's Day
Sunday 20th June
Wimbledon
Monday 28th June to
Sunday 11th July
World Rum Day
Saturday 10th July
21st June
No legal limits on social
contact or live events,
live sport, concerts,
nightclubs, festivals,
wedding etc.**
**Subject to
on-going review
*Euro 2020 Key Dates
13th June England v Croatia
14th June Scotland v Czech Republic
18th June England v Scotland
22nd June England v Czech Republic/
Scotland v Croatia
11th July
Final
ON TRADE RE-OPENING 2021
What do we know about the market?
1.
34% (+3pp vs. June 2020) of consumers feel confident about visiting the On Trade
from when it can re-open − more consumers than LY and 59% say they can’t wait to
go out again.
2. Younger consumers will be the first to return, 64% feel confident about visiting now −
they are the most engaged consumers who account for the highest spend ensure that
your range reflects the drinks choices that are popular with this audience.
3.
21% of consumers agree that they will look to ‘treat’ themselves when they do return to
the On Trade − ensure that you have trade up options including premium spirits, beer
and cocktails available to capture this spend − 46% of consumers drink cocktails on a
treat occasion.
4. Menu’s will be the primary touchpoint for consumers (both digital and physical),
with 50% of consumers preferring table service − focus on staff training and menu
knowledge as delivering advocacy at the table will be key part of experience for
consumers.
5. Restaurants and Pubs are the one’s consumers will visit first − consumers will continue
to stay local to support their local business and because they continue to WFH more so
than in the past
6. Safety has returned as the No.1 concern for consumers it’s essential that operators
demonstrate that their venue’s are COVID-secure again to consumers to re-encourage
the initial visit once consumers visit once, we know they go on to visit again.
Where to focus your time for re-opening
1.
Demonstrate safety. Demonstrating COVID safe measures that you’ve put in place in outlets were the No.1 consideration
amongst consumers in July 2020 and has replaced quality of food as we enter 2021 − ensure you use social media channels
and communicate the steps you’ve taken to encourage consumers back.
2. Marketing to younger consumers. This is the demographic who are most comfortable visiting the On Trade when it reopens in 2021 (64%) and were the first to return in 2020. Be sure that you’re communicating with this core demographic
through channels that they interact with social media presence is essential.
3. Menus and staff training. 50% of consumers are looking to order from tables, so menu’s will be the key interaction
with consumers alongside staff. Ensure that top serves are well represented on menu and that staff training focuses on
encouraging advocacy and knowledge to enhance consumer experience.
4. Your range/offering. Returning consumers are looking for draught beer, ale and cocktails first and foremost. Ensure that
your range reflect these choices and the choices of the younger consumer group (Premium Lager, Craft, etc.)
5. Delivery is here to stay. 69% of consumers who ordered food/drink for delivery in 2020 will continue to do so in 2021.
Ensure that you’re offering a delivery option to meet the requirements of those consumers who don’t feel comfortable
returning as a way to re-engage with them.
2
6. Cocktails are key. The consumers who are confident to return to the On Trade in 2021
are cocktail consumers and cocktail are the No.2 serve that consumers are most looking
orward to enjoying. Ensure that your menu has a cocktail offering and consider how
pre-batched can open up takeaway/delivery options.
Source: Campari Group
