Capture every festive drinking occasion

Whether it's a cosy catch-up, an after-work celebration or a full-scale Christmas party, there are a variety of festive drinking occasions that you can tap into to give guests a reason to choose your venue and stay a while longer.

Tap into the 'Daycap' trend

More customers are heading out earlier, choosing late afternoon and early evening over traditional late-night sessions. Convenience is a key driver, with 37% of consumers surveyed by Zonal citing it as their main reason for going out earlier.

Cocktails are a fantastic way to extend spirits occasions beyond the traditional evening serve. Think lighter serves and lower-ABV options such as spritzes and aperitifs, alongside smaller-format serves like mini-Martinis that encourage trial and experimentation.

Give the daycap crowd a reason to trade up and treat themselves with a seasonal special, a menu call-out or a recommendation from behind the bar.

Put festive flavours on the menu

At Christmas, guests look for flavours they can't enjoy all year round. Warming spice, winter citrus, cranberry and cinnamon all work well, as do indulgent dessert-inspired cocktails.

Whisky lends itself particularly well to winter, from smooth sipping options to warming seasonal cocktails. Here are two festive serves to inspire your menu:

Christmas Old Fashioned: Stir 50ml sherry-cask Scotch whisky, 2 dashes of orange bitters, 10ml demerara syrup and orange zest over ice. Strain over a large cube. Menu description: rich dried fruit, orange spice and warming oak.

Cranberry Whisky Spritz: Build 35ml Scotch whisky, 25ml cranberry juice, 10ml lemon juice and a few fresh cranberries over ice, then top with Prosecco. It's ideal for Christmas parties and large groups. Menu description: a festive sparkle of Scotch, cranberry and bubbles.

Give guests a reason to stay for pudding

Dessert-style cocktails can encourage guests to linger and treat themselves after a meal, even when they don't have room for a traditional dessert. An Espresso Martini made with a cream liqueur and finished with a dusting of chocolate powder is an easy festive addition.

Sweet and fortified wines can also play a similar role. Think a glass of tawny port or Sauternes to make a lovely finale to a Christmas meal. When planning your by-the-glass listings, make sure dessert wines are included to give guests one last opportunity to indulge.

Build a range for all tastes

When the festive crowds head out to celebrate, guests will be looking for a variety of drinks experiences. A well-rounded range can help ensure there's something for everyone.

Build a wine list with something for everyone

A strong wine range can help capture every festive occasion, from Christmas lunches and after-work drinks to celebratory dinners and party bookings.

Familiar classics from regions such as Bordeaux, Burgundy and Rioja give guests confidence when choosing for the Christmas table, while a handful of less familiar styles, such as Grüner Veltliner, Alvarinho or orange wine, can add interest and encourage discovery.

Don't overlook your by-the-glass offering. Premium wines served by the glass make it easier for guests to treat themselves without committing to a full bottle, creating natural opportunities to trade up throughout the festive season.

And don't take rosé off the list once summer ends. Rosé drinkers consistently spend above average in bars and restaurants, so a balanced selection, from pale Provence styles to fruitier options, is worth keeping available throughout winter.

Fill your fridges

Beer and cider remain festive favourites, and last Christmas they outperformed wine and spirits on volume. Stout was the standout performer, with volume sales up 13.8% on peak trading days. Premium and world lagers also performed strongly as customers traded up to celebrate.

Draught remains the preferred format, but bottles and cans allow you to offer a wider range of styles, flavours and premium options. With 44% of customers preferring high-quality or premium drinks, it's worth ensuring your chilled range reflects that demand.

Cider deserves particular attention. While just 8% of beer sales come through the fridge, that figure rises to 28% for cider, making chilled availability especially important for the category.

Make low and no shine

Christmas is one of the biggest trading opportunities of the year for low and no drinks, with sales increasing by 39% compared with the rest of the year. One in three pub visits is now alcohol-free, while 49% of customers expect low and no options on the menu.

Today's low and no drinker isn't necessarily abstaining for the whole occasion either. Almost half of Brits (48%) now "zebra stripe", alternating between alcoholic and alcohol-free drinks when they visit the pub. Make it easy for guests to switch between the two by positioning alcohol-free alternatives alongside your core range on menus and at the bar.

Don't forget designated drivers and mixed groups over the festive period. A strong low and no range helps ensure everyone has something to enjoy, whether that's alcohol-free beer, alcohol-free spirits or sparkling alternatives.

Get Christmas-ready

Christmas trading is already in full swing, but there's still plenty of opportunity to maximise sales in the weeks ahead. From premium upgrades and festive serves to low and no alternatives and by-the-glass wine options, small changes can have a big impact on spend per head and guest satisfaction.

Keep an eye on your bestselling lines, regularly review availability and ensure your team is ready to recommend products with confidence throughout the festive season.

To find more festive insights and inspiration, alongside the latest offers, trending products and seasonal recommendations, browse our Christmas Promotions brochure.