Spirit Group have discovered an innovative way to boost beer sales across their pubs, by selling a selection of six different coloured beers in a holder for tasting and food matching.
Developed with the British Beer and Pub Association’s Beautiful Beer campaign, ‘Colours of Beer’ is trialling in eight of the group’s London pubs to encourage drinkers to sample new and different brands of beer. Six third-pints of beer are presented in a cup holder in different colour categories, white, blonde, amber, red, brown and black, while table menus tell drinkers about how they can match their samples with food.
“Colours of Beer’ is an innovative way of presenting beer to our customers,” comments Dan Robinson, Spirit Group operations director. “We already do a great job with beer at Spirit Group; we have more pubs with a Beautiful Beer Award than any other pub company. Colours of Beer was an opportunity to do something different to attract new customers into beer and we jumped at the chance to trial it.”
The holders are being retailed at £5.95, and Spirit predicts sales of £4.2k during the trial period. Moves by pubs to increase interest in beer are becoming increasingly common, as on-trade sales are reported to have fallen by 11 per cent in the last quarter alone.