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UPSELL TO INDULGENCE THIS HOLIDAY SEASON

An intensely social season, the holidays are all about coming together in celebration. Family gatherings, office parties, and casual get-togethers with friends pack our calendars with opportunities to mix and mingle. As tradition would have it, these convivial occasions almost always call for indulgent food and drink selections. And because almost a third (32%) of consumers say their restaurant visits are impacted by seaonality1 operators stand to benefit greatly by adjusting their offerings accordingly.

‘TIS THE SEASON TO EAT, DRINK & BE MERRY

Celebrating the holidays translates to a desire for indulgence in all its forms: generous gift-giving, rich foods, and of course, decadent cocktails. Adjusting for seasonality can be easily accomplished by updating classic cocktails with new types of spirits and liqueur or festive, warming elements like nutmeg to make them feel more special. Dessert-inspired temptations, iced drinks, coffee-based cocktails, and premium ingredients are on-trend and in demand for the holiday season.

APPEAL TO NOSTALGIA WITH HOLIDAY FLAVORS

During the holidays, genuine emotional connections and a sense of tradition take precedence. Research has shown that spending time with family, food, and indulging in traditions are the top three reasons why Americans look forward to Christmas. Not surprisingly, an overwhelming 70% of people say that family traditions are important to their sense of identity.2 You can appeal to this nostalgic mindset with drink offerings that include traditional, seasonal flavor cues like almond and peppermint. Here are some tasty recipes to try.

FOR THOSE WHO LIKE THEIR NUTCRACKER SWEET

Baileys Almande is a nutty new take on a festive favorite, delivering dairy-free decadence with real almond milk. Its nuanced flavor includes sweet almond oil (extracted from crushed almonds), cane sugar and purified water with a touch of real vanilla. Smooth and easy on the palate, it’s also deceptively light and versatile and can be incorporated into both iced and hot cocktails. Here’s a roundup of our holiday favorites.


CANDY CANE FLAVOR WITH A DELICIOUS TWIST

Peppermint is one of this season’s hottest flavor sensations and with good reason – it’s cool flavor instantly transports you to a more festive frame of mind. Smirnoff Peppermint Twist is a limited-edition offering that combines award-winning vodka with a sweet, candied flavor. It’s delicious as an iced shot but can also be creatively combined with other ingredients for a variety of hot and cold drink sensations. Below are some of our favorites.

EVEN MORE DELIGHTFUL DECADENCE

MIX & MINGLE FOR CASH REGISTER JINGLE

From office parties to casual get-togethers with friends, the holidays offer a wealth of opportunity for bar and restaurant owners. Festive, decadent drinks appeal to the seasonal mindset and can help you stand out from competitors. And because cocktails have a high profit margin, making them a focus of your marketing mix makes good business sense. Promote your holiday drink menu early and often to leverage the spirit of the season – and don’t forget to spread the word on social media!

SOURCES:

1 Technomics 2017 Flavor Consumer Trend Report
2 Foresight Factory