Diageo promotes potential for spirits with casual dining

Diageo cocktail spirits dining

Spirits and cocktails offer an untapped opportunity for the on-trade as an alternative to beer and wine when people are eating out, according to a study by drinks group Diageo.

It has highlighted a potential £100m in sales if bars, pubs and restaurants encourage their guests to choose spirits when out for a “casual dining” occasion.

Within this “casual dining” occasion, spirits are the fastest-growing alcohol category, up 17% year on year, according to the CGA Strategy Brand Index. The CGA Peach Brandtrack has found that nearly 50% of consumers cite alcohol as an important factor when choosing where to eat out.

To help operators tap into this opportunity, Diageo has launched a range of cuisine-led serves to help outlets upsell spirits and to inspire consumers. They include classics such as a Paloma, Mint Julep, Caiproska and Bloody Mary and original recipes. See below for recipes.

There are twists on a traditional gin and tonic such as the Asian G&T with Jinzu Gin with tonic and a stick of lemongrass and an Italian G&T using a lime wedge and rosemary sprig to garnish a Gordon’s gin and tonic.

Ronak Mashru, sales director at Diageo GB, said: “A trend towards a more casual culture of eating out is emerging and through our research we strongly believe that spirits present a huge growth opportunity in the casual eating occasion.

“We encourage operators to think about how they maximise this opportunity by inspiring consumers to choose spirits, educating their staff to upsell, and supporting them to achieve consistent quality through the perfect serve.”

diageo cocktails dining mediterranean

Bulleit Peanut Butter Cup Hard Shake
50ml Bulleit Bourbon
1 bar spoon Peanut butter
25ml Caramel syrup
100ml Single cream
Crushed peanuts
Add the bourbon, peanut butter, caramel syrup and cream to a blender with a small scoop of ice. Blend to a smooth consistency. Pour into a milkshake glass. Garnish with crushed peanuts.

Lychee Fizz
50ml Smirnoff No 21 Vodka
50ml Lychee juice
100ml Lemonade
Whole lychee (in shell)
Fill a tall glass with ice, add the vodka and top with the lychee juice and lemonade. Stir to mix. Garnish with the lychee.

Anglo-Italian Spritz
25ml Gordon’s Gin
25ml Limoncello
75ml Cloudy lemonade
75ml Prosecco
Lemon wheels
Fill a large wine glass with ice. Add the gin, limoncello, fizzy lemon and prosecco. Stir gently to mix. Garnish with the lemon wheels. (Measures are based on a limoncello at 20% ABV and prosecco at 11% ABV.)

English Elderflower Fizz
50ml Tanqueray Gin
25ml Elderflower cordial
125ml Soda water
6-8 mint leaves
Lemon wedge
Sprig of mint
Fill a large wine glass with ice. Add the gin, mint leaves, elderflower cordial and soda water. Stir gently to mix. Garnish with the lemon wedge and mint sprig.

diageo cocktails dining dessert

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