Bar group Be At One has reported a record festive trading period with like-for-like sales up 12.6% during December.
The operator, which now has 33 bars across the UK including 17 in London, also revealed that total monthly sales broke the £5million mark for the first time after a year of continuing expansion.
During December, the group sold 500,000 cocktails – with sales of its best-selling cocktail, the Pornstar Martini, totalling 67,252. Stacked on top of each other, this tower of Pornstar Martinis would stand 33 times higher than The Shard, the tallest building in London.
For the year to date, the company continues to perform ahead of the market with like-for-like sales running at 8.1%.
Sales peaked on Friday 15 December, one of the “Mad Fridays” over the festive period, with the group’s bars registering net sales of £391,000.
Group bookings were up 5.6% on a like-for-like basis in December compared to the same period in 2016, with pre-booked revenue increasing by 36%.
Revenue per labour hour – a measure of how much revenue is taken by the company for every hour worked in-venue by a bartender – increased by 25% during the period.
Be At One’s Birmingham bar was a stand-out performer, achieving like-for-like sales of 49% over the period.
Andrew Stones, chief operating officer, said: “While December always tends to be a very strong trading period for Be At One as guests seek out a differentiated, high-quality experience to celebrate the festive season, these figures are particularly pleasing.
“We experienced great trading across all sites, both inside and outside of London, clearly demonstrating that the specialist cocktail bar market continues to grow and Be At One’s unique experience continues to lead the way.
“With our award-winning drinks and menu, coupled with our exceptional bar teams, we expect this sector to continue its upward trajectory in 2018, with Be At One front and centre.”
To keep up the momentum during the traditionally quiet month of January, Be At One has launched a campaign, Pump up Your Jan. It features a series of exclusive serves alongside activities such as free fitness classes.
To accompany the campaign, Be At One has enhanced its drinks menu by listing Duchess, the UK’s first non-alcoholic gin & tonic, which is available across all bars from this month.