Building a Successful On-Premise Beverage Program

With the holiday season just around the corner, a peak period for on-premise wine and spirits sales, the time is now for restaurants and bars to get their beverage programs ready. On-premise retailers must learn to leverage their beverage programs because if they are successful, not only will they increase traffic and profits, but the margins can help them subsidize other costs in the business that drive overall value. 

Being successful however, is not just about promoting the latest cocktail trend on a drink menu. Being true to your concept, innovating, being vigilant about execution, and of course, collaborating with your distributor, is key.

Making sure on-premise retailers overlay wine and spirits trends with what’s right for their concept is critical. Just because a certain drink or ingredient is hot, doesn’t mean it will resonate with a retailer’s specific consumer or brand. Be aware of the trends, and what competitors are doing, but then look at those trends…