Following extensive research into its drinks offering and on the back of the success of its £7m investment in its Evolution Programme across the Revolution bars, Inventive Leisure, the leading national premium bar operator, has launched a best in class drinks proposition across its bottled, draught and wine ranges.
New bottled drinks range – 12% sales increase
Having reviewed its original offering of 12 bottled beers and ciders, the business found that just one was in growth. Research was then conducted amongst Revolution customers and the independent market. The result was the introduction of a new bottled drinks range which is a mix of the best of the high street with the best of the independents. Customers can now choose from 30 bottled beers and ciders including Duval, Chimay and Quilmes, spanning everything from 4%-9% ABV. Since the implementation, sales have increased by 12%.
All draught beers changed
The change on the draught beer range was even more dramatic. All the beers were changed, with a move away from standard lagers into the world of craft beers, world beers and Pilsners. Customers have a choice of seven draught beers and three draught ciders across such iconic brands as Peroni, Estrella, Blue Moon and Starowpramen. The service style has also changed with the bottled and draught range now served in branded glassware. Since its introduction, sales have increased by 3%.
Double the wine list
The wine list has doubled in size whilst substantially increasing the quality of both entry level bottles and the premium range. The objective was to create a product and pricing ladder which is accessible throughout the whole menu.
Where traditionally in the industry customers have been used to having a restricted range by the glass with more expensive wines only available by the bottle, Revolution has completely changed this way of thinking by ensuring customers can enjoy the majority of the wine list by the glass. To support the new menu, online training modules have been introduced for all managers and team members to help improve their knowledge of the new expansive range.
Matching the drinks offering to the environment and consumer group
Myles Doran, Director of Drinks Trading, Inventive Leisure comments: “We reviewed what we were selling and then what we were doing under the Evolution Programme and realised that our product offering simply didn’t suit the high-end environment we’d created under the programme – or indeed the target audience. Through research, we found that the range of drinks offered was not conducive to the consumer group we were targeting, so we set about creating a ‘best in class’ drinks proposition across all drinks categories.
“Our objective with the evolution of our bottled, draught and wine ranges was to spread and widen the appeal of our offering away from vodka cocktails which was historically our dominant wet product. It was also important for us to connect our drinks offering with food to create a complete occasion for our customers, which from early customer feedback we’ve achieved.”
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