Cocktails - What is their potential? CGA Chief Operations Officer Phil Tate investigates.

CGA’s combination of multiple data sources and on trade specialism becomes truly valuable when used to challenge perceived wisdom and provide an informed perspective on the opportunities and issues facing drinks producers and retailers. The content of our recently released report on cocktail culture in the UK does just that. Contrary to the perception that cocktails only work in a select handful of dedicated bars the report reveals that almost one in five on trade outlets serve cocktails. This number is also growing: up +16% in the last year.

The misperception that cocktails are no more than a fringe element of the typical pub or bar offer has been limiting opportunity for too long, resulting in lost margin and, most importantly, less cash in the till.

There is a growing realisation amongst savvy operators that cocktails can play a critical role in driving footfall and revitalising profitable spirits category sales. Given the generally declining frequency in visits, licensees need to deliver a truly premium experience to encourage consumers out of their homes and away from Saturday night event television.

CGA’s research showed that introducing cocktails could grow spirits sales in all forms – cocktails, straight serves and spirit & mixer. As cocktail capability grows, so too do the potential spoils: outlets with sophisticated cocktail capability sell even more spirits in turn than their mainstream counterparts.  It comes as little surprise then that so many are jumping on the bandwagon for the first time; providing new competition for outlets with an established offer.

The CGA team has created, for the first time, a brand new segmentation of the market that quantifies these moves and points the way toward a new understanding and therefore opportunity. Within the cocktail selling universe there exists a hard core of around 3,000 outlets with sophisticated cocktail capability.  There is then a further 5,000 venues with back bars stocked with many of the elements needed for a strong, profitable cocktail offer. As product stocking is the first building block of cocktail capability; these outlets are the next frontier of cocktail development in the on trade.

Whether looking to implement cocktails for the first time or in order to move to a more sophisticated offer the same principles of success exist. Brand owners need to identify and support the top flight of outlets with tailored activation. Outlets themselves need to look hard at the category before jumping in and invest the necessary time in training, implementation and serve quality to the customer.

Of course, a cocktail offer is not right for every venue but the opportunity has spread wider than ever.  The right innovation, targeted at the right outlets will see any investment rewarded by the comforting sound of the chime of the till.

For more information please contact us directly.

Legacy games - What next for Stratford's pubs?

CGA's Matt Crompton talks about the Olympics and more importantly, it's effect on pubs in Stratford.


It seems like a distant memory now when Lord Seb Coe and his team secured the Olympic Games for London way back in 2005. It may have only been seven years ago but the world was a very different place. Cask wasn’t ‘cool’, the smoking ban was still a year off and ginger beer was still something you associated with Enid Blyton novels.

Fast forward to 2012 and we are now only six months away from having the ‘greatest show on earth’ on our doorsteps. The stadium is built, the tickets are on sale and a predicted audience of 4 billion people around the globe are expected to enjoy some first class sport.

But what of the great British pub? And in particular, Stratford’s pubs? Whilst most of the nation’s outlets will be focussing on getting extra income from showing The Games live on television, Stratford’s boozers will have the unique opportunity of having thousands of extra punters passing their doors.

I recently undertook a visit to the Stratford area with the Publican Morning Advertiser team to see what the local East-End pubs thought of the games and whether plans were in place to attract extra visitors into their venues.

Over a quarter of all Stratford’s drinking outlets are Local Community venues so it will be these venues that will face the biggest scramble for new drinkers. Whilst in Stratford, it quickly dawned on me that there was a certain divide in the area. 

The brand new Westfield Shopping Centre characterises the modern side of the town. 

Over-looking the Olympic Park and boasting the impressive The Cow Pub amongst many other drinking venues; this side of the tracks seems well prepared for the games.

The Cow, owned by Geronimo Inns, overlooks the entrance to the Olympic Park and will look to offer spectators a premium experience with the outlet providing fresh British produce and a huge array of premium spirits and ales.

This type of Managed venue seems perfectly in tune with current market trends affecting the channel. With openings on the up and trends often emanating from the tenure, the well-worn structure of a Managed outlet is often best suited to cater for special events such as The Olympics.

If you take a stroll just 5 minutes away from the Olympic site Stratford becomes a different proposition all together. We visited both The Queens Head and The Princess of Wales whilst in the town and both licensees told a very similar story.

The Queens Head Landlady, Margaret Hammil, bemoaned the lack of tickets for young, local people. She also spoke of her dismay at late-night delivery times during The Games and also at the sheer volume of traffic passing through the capital.

Both Margaret and Billy Sinfield, Landlord of The Princess of Wales were also hugely concerned at what legacy The Games would leave. Will anyone be interested in Stratford once The Games has finished? Could the Olympic Stadium become the next Millennium Dome? Will West Ham United move into the stadium?

Both of the above pubs are typical East-End drinking dens and could easily promote themselves on their traditional British heritage. The startling question is though will most tourists even get this far into Stratford once they have been blinded by the glamour and glitz of Westfield and it’s huge array of trendy, fashionable bars?

This type of venue now has a choice. They can either do nothing and hope and pray just being there will be enough to attract sports fans or they can start planning now and try and offer the thousands of expectant fans a slice of a real East-End London pub.

There are many potential things that could be done to boost an outlet’s profile during the run up to games. Food may play a part, promotions could also help but creating a community atmosphere where spectators from far and wide can relax in surely has to be key.

So if you are planning to do down to the big smoke to see Usain Bolt run 100m faster than you can down a pint, make sure that you see all of Stratford and support the local pubs who were there 50 years ago and hopefully will be here for 50 years after The Games.

Greene King celebrates Coronation discovery

An ale which was shelved because of an abdication has been discovered in a bricked up cellar in Bury St Edmunds.

Coronation Ale was brewed 75 years ago. The bottled beer was created to commemorate Edward VIII’s first year on the British throne. However, Edward abdicated to marry American divorcee Wallis Simpson.

The love affair is the subject of Madonna’s recent film ‘W.E.’ and Edward VIII was portrayed in ‘The King’s Speech’ by Guy Pearce.

Coronation Ale was never on sale. It dates from 1936 and may have been left undiscovered if it wasn’t for workmen replacing a floor at Greene King’s brewery. The ale was found in a bricked-up cellar.

It has been tested by Greene King’s head brewer John Bexon. John said: “This really would have been a fantastic beer in its day. It was 12 per cent when it was brewed so is quite strong and has kept really well.”

He added that it has a rich fruit flavour. The veracity of Coronation Ale has been confirmed by beer historians, who consulted records and museum articles.

John said that it was impossible to put a price on the beer. He also hinted that more discoveries could be made.

He commented: “We’ve brewed beer on the same site in Suffolk for over 200 years and there is a network of cellars under the brewery which means there could be more vintage beers just waiting to be re-discovered.”

Other unsold beers discovered by the workmen include one to mark the current queen’s Coronation in June 1953 and Audit Ale which was a barley wine brewed in the 1950’s.

Greene King’s current brews include IPA, Old Speckled Hen, Abbot Ale, Belhaven Best and a range of seasonal ales.