Feature: Tinsel tipples

’twas the night before Christmas and the server was shaking,
a festive drink that they really loved making.
The fire was warm while outside it was snowing, so guests – come inside and get the bevs flowing!

Another year is almost over, but the party is just about to begin. Christmas 2022 is set to be quite the celebration, with the industry preparing for the first ‘normal’ festive period we’ve seen since 2019. The good news is that a third of consumers (32%) intend to get out there and soak up the fun as much as they possibly can, according to Bidfood’s Festive Food Insights report, keen to make up for occasions they missed out on during lockdown. This means consumers will be back on the razz and down to partake in all the Christmas traditions – from festive feasts to work parties and yuletide drinks with friends. The latter occasion alone is a potential goldmine for savvy operators who embrace the Christmas spirit, and this year, it looks like people are eager to wet their whistles with fabulous festive serves. But in a business as fast-paced, saturated and competitive as ours, only those who stand out from the crowd will make the herald angels sing.

Festive spins

Christmas presents a wealth of opportunities for operators, but those who properly prepare can truly capitalise on the season. The key is organisation, ensuring wait times are kept to a minimum and that stock levels are maintained so diners keep on coming back to enjoy their favourite festive serves. But remember – while preparation is important, creativity remains your pièce de résistance.

“Operators and bartenders need to find inventive ways to infer the Christmas spirit,” says Lee Hyde, beverage innovation manager at Monin. “Drinks can play a vital role here, both through name and final serve, and it’s a great way to have some fun, encouraging staff to get involved in creating and tasting a special festive menu.”

Keep in mind that a drink’s name can set the consumer’s expectations, and it’s your job to ensure the tipple does not disappoint. Glitzy garnishes and versatile vessels are key to pulling off the ‘wow’ factor, while festive reimaginings of drinks your customers know and love are bound to pique their interest and leave them wanting more.

“To coincide with our festive transformation, we’re adding a variety of new cocktails to our menu this season,” says Elliot Mepstead, general manager of rooftop restaurant and bar, The Lucky Club in Camden. “We’ve given our margarita menu a complete yuletide makeover with the addition of serves such as the Hibiscus Margarita (Blanco Tequila, hibiscus syrup, lime, agave), Pica Chocolate (Blanco Tequila, chocolate, lime, agave, chilli) and the Mezcal Penicillin (Mezcal, lime, ginger syrup, agave), as well as tweaking some of our existing classics, adding a Pistachio Espresso Martini and Chai Old Fashioned into the mix. We like to keep it interesting for our returning guests who enjoy discovering something new when they visit, and changing up the menu with the seasons gives our mixologists an opportunity to express their creativity.”

When adding new, innovative drinks to your menu, it’s important to understand that staff training and prompting are key to upselling. After-dinner drinks are a big missed sale that often falls by the wayside in UK hospitality. More often than not, a consumer will be offered the chance to see the dessert menu, but are not directed towards the digestifs. As Matt Towe, head of marketing at Unity Wines & Spirits, a Bidfood brand, explains: “Food and wine matching is a tale as old as restaurants, but cocktails can and should also form part of these conversations. Offering a cocktail to pair with a dessert, or even recommending a cocktail as an alternative to a dessert, where appropriate, is a great way to upsell drinks.”

Diners are much more likely to spend more on a cocktail pairing if friendly, knowledgeable staff can recommend one with confidence and flair.

Familiar favourites

While innovative additions can draw in a new crowd, there’s always a place for familiar flavours on your cocktail menu. As the on-trade feels the weight of astronomical energy prices, consumers are also dealing with a growing cost of living crisis, meaning many might prefer to stick to orders they feel comfortable with – and they know they like.

“I think a lot of people will be playing it safe at the moment, they seem a lot less risk averse with their spending,” says John Martin, owner of Warwick-based restaurant Dough & Brew. “We have a good standard menu of cocktail classics which keeps everyone happy, but we do also offer a couple of festive options with cranberry, amaretto, vanilla vodka and cinnamon, and another with brandy, Tia Maria and nutmeg.”

For Towe, this season is all about the creamy liqueurs that have previously seen stellar sales throughout the Christmas holidays. “Irish cream liqueur has always enjoyed the limelight and some brands have even innovated with some sensational new, limited-edition flavours such as Apple Pie and Salted Caramel – they just spell celebration!”

Merry mocktails

No one wants to feel left out – especially at Christmas – and you have to be inclusive of customers who have no interest in boozy bevs. The 2023 Fentimans market report shows that one in seven (14%) consumers are actively seeking healthier drinks than they were a year ago, while half (50%) – a grand total of over 24 million people – say they find no- and low-alcohol (NoLow) options appealing.

“Gone are the days when a consumer will simply accept defaulting to a soft drink; they want as much choice as those drinking alcohol,” says Towe. “Having mocktail versions of your biggest-selling cocktails will encourage customers to explore your full drinks offering.”

Whilst the NoLow product market has seen massive growth in recent years, Mepstead feels the category still has a long way to go and is venue dependent. “We still have huge demand for alcoholic drinks so don’t have an extensive mocktail offering on our menu,” he says. “However, we still stock a large range of non-alcoholic spirits, so we can create a bespoke non-alcoholic version of our cocktails upon request, whenever the occasion arises.”

All in on the Christmas spirit

As always, premiumisation is the golden ticket for enhanced drinking and dining occasions. But while serve quality and consistency are important, guests also want to be wowed by an experience they simply can’t create at home – and that means jazzing up your venue with Christmas vibes and décor.

“We have invested in totally transforming our venue in the lead-up to the festive season, creating an immersive must-visit venue in London this Christmas,” says Mepstead. “As an outdoor roof terrace, we wanted the experience to feel truly cosy, so we will be providing blankets and hot water bottles, having already installed state-of-the-art heaters and an open fire pit.”

To complete the festive experience at The Lucky Club Camden, the team have created a Mexican-inspired festive menu to accompany the serves. Quirky Christmas additions include twists on British classics, such as Pigs in Blankets Tacos and Roast Turkey Quesadillas, ensuring a unique festive occasion customers aren’t likely to forget.

But again, requirements and capabilities are entirely venue dependent, so it’s really down to you to decide what works best. As Martin eloquently concludes: “Every area is different – what works in London wouldn’t necessarily work in a small market town like Warwick. It’s crucial that you understand your customers and their price points. It can be as simple as offering crackers and festive music with dinner, or creating a full-on family restaurant Santa’s Grotto, complete with dazzling lights and singing reindeer.”

So, whatever you say goes! Now, where’s the figgy pudding?

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