Mastering the Festivities


Master of Malt Trade explains why preparation and thinking outside the box is the key to driving revenue this festive season.

Having an eye-catching backbar offering, seasonal products, unique serves and festive menus are only some of the solutions to driving footfall and increased revenue this festive season. The team at Master of Malt Trade work closely with brands and venues and have looked at ways to close that gap going into another challenging trading period.

“This festive season looks to be another tough one for the hospitality industry” observes Liam Belton, Master of Malt Trade Lead. “But there are ways that businesses can drive footfall into their venues, as well as capturing customers’ imaginations. By preparing seasonal promotions well in advance, businesses can drive early bookings as well as be able to communicate something new each month.”

Seasonal serve innovation is the leading tactic that the team at Master of Malt Trade have seen to drive customers through the doors. From festive twists on classic cocktails, such as cinnamon margaritas, through to using seasonal spirits like Project 173’s Christmas Pudding Rum and Bathtub Sloe Gin (which saw a sales increase of +936% through the wholesaler over last year’s Christmas period), demonstrates customers are willing to trade up their classic serves with unique festive offerings.

“Venues also need to embrace cultural changes and reflect them in the drinks industry, by offering plant free alternatives to those classically creamy, winter serves you open up another customer opportunity,” explains Belton. He goes on to say: “Last year we saw modern, vegan upgrades to retro Christmas cocktails – vegan snowballs, white russians and espresso martinis.”

Creating a drink menu that is not only unique, but can also be used alongside your food menu to offer cocktail pairings to dishes, offers a creative way to enable customer experimentation, whilst also increasing revenue. This tactic also works especially well for group party bookings, with guests selecting menus and serves ahead of time, as venues are able to prep batch serves, which not only cuts down service time, but enables the cost per serve to come down.

Consistently looking to add value to the customer experience should also be intrinsic to every hospitality business. Brands are looking to work with customers, build relationships and help them through this challenging time, speak to your reps about minis or gifting options. Master of Malt Trade, not only offers full sized bottles, but also a choice of over 1,900 3cl drams.

“Placing a dram on each person’s plate setting is a delightful example of supporting customer experience for those venues that facilitate group, seated bookings,” notes Joshuah McCartney, Marketing Manager at Master of Malt Trade. “Ensuring you stock the full bottle behind the bar also leads to longer drink requests of the spirit as well.”

Master of Malt Trade is a future forward wholesaler. With an ethos of ‘by the industry, for the industry’, their focus is to offer flexibility, simplicity and responsiveness to meet modern trading needs. Their customer on-boarding and management systems offer a personal touch, with the convenience and accessibility of a multi-award winning digital platform.

Find out more at www.masterofmalt.com/trade

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