By Angela Green, Content Executive, H&C News: JAT increasing premium range for growing stay local trade.
With more people opting to stay local when going out, spending money on premium products rather than travel, Star Pubs & Bars managed operator JAT pubs are seeing market beating sales of their wines and spirits range. As a result, JAT is increasing its premium wine and spirits selection significantly, allocating a third of its new drinks menus to premium products.
The drinks menus are being launched in time for the JAT pubs to capitalise on the festive period, a time when customers habitually trade up.
At the same time, Star Pubs & Bar will be offering a super indulgent Christmas food menu choice with indulgent and decadent options including champagne sorbet between courses, pigs in blankets and a box of chocolates. This will sit alongside a value option ensuring there is something for all budgets.
Star Pubs & Bars Wine Category Buyer Roberta Neave says: “Star Pubs & Bars JAT wine sales are tracking 14.08% above the managed pub operator market and spirits 11.23%.
“With our new menu we are supercharging pub classic wine and spirit choices and making them the best they can be. Whereas customers previously would get a white wine and soda spritzer, now they will be offered a NZ Marlborough Sauvignon with Cucumber tonic to bring out the grassy herbaceous notes. With spirits, an Espresso Martini will now become an Ultimate Espresso Martini with Ciroc Vodka and Bucks Fizz will be premiumised through the addition of Cointreau Orange Liqueur.”
“Ongoing strong sales of premium products – from wine and spirit to food – across our JAT estate has encouraged us to upweight our premium offer. Before premium wines and spirits accounted for 15% of the menu but we feel the sustained momentum justifies doubling our premium selection providing operators with greater margins.
“People want to eat and drink locally and in spite of the cost-of-living crisis many are treating themselves when they go out. They might not go out so often, but they make sure it is special when they do. And with Christmas festivities being curtailed since 2019, we’re ensuring this year pubgoers can celebrate in style.”