Driving sales with alcohol-free drinks
Club Soda and Drinkaware launch training on low and alcohol-free drinks to help clubs enhance revenues from alcohol-free drinks. Club Soda explains.
Consumer demand for alcohol-free drinks is on the rise, with UK sales forecast (2022 - 2026) put at +10% (IWSR, January 2023) with the market worth over £255 million (Mintel).
But this is not a story of sudden ‘sobriety’. The trend for low, light and alcohol-free drinks is being driven by customers moderating their drinking (3 out of 4 UK adults are moderating their drinking according to KAM Insights). It goes hand in hand with the consumers’ desire to drink better when they do drink alcohol.
What does this mean for UK clubs?
Look at your range and consider whether you have grown-up drinks for everyone. It’s not only about the drink's strength anymore. Offering something for the start of the week and lunchtimes (when people are less likely to drink alcohol) will keep customers coming through the door and spending money.
There are other sound financial reasons: £800m is lost by restaurants not upgrading customers from tap water to a drink they pay for, and venues report increased group bookings when they increase their low, light, and alcohol-free range.
Now is a great time to look at your alcohol-free beers, wine, spirits and cocktails and refresh your menu for spring and summer.
Training Guide
Choosing what to stock and how to promote it can be challenging. So Drinkaware and Club Soda have created a training guide to help you navigate these decisions and make the most from this category. You can find it here (https://joinclubsoda.com/trade). The training is a series of videos and information to support you and your team explore the category and boost your sales - with great advice from venues nationwide.
In the meantime here are our top tips:
- Match the quality of your alcohol-free to that of your alcoholic drinks. Your customers trust your judgement
- If you run an offer on an alcoholic drink, also run an equivalent alcohol-free offer - that way there is something for every consumer.
- Share your alcohol-free range on social media and your website. 43% of customers look in advance at what you have
- Ask your wholesaler for better options if you don’t think they have what you need.
Think you are an excellent venue for low and alcohol-free drinks? Then let Club Soda know. We are looking for more venues to showcase and would love to feature more clubs!
e. cheers@joinclubsoda.com
