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Here you can find licensed trade news and updates, the weekly e-newsletter INNfocus, past editions of the BII News (our quarterly magazine), and hear all about our latest industry campaigns.

BII licensee of the Year 2021 Semi-Finalists announced!

The British Institute of Innkeeping (BII) is delighted to announce their twelve Semi-Finalists for this year’s Licensee of the Year competition.

Sponsored by Sky, the Licensee of the Year competition is widely regarded as the most rigorous and hard-fought award for individual licensee operators in the UK. 

Since the launch in June this year, those working in the licensed trade were encouraged to enter on the basis of their involvement in their communities over the past 18 months, as well as in recognition of their resilience and diversification too. 

This year, the entries and Quarter-Finalists have been of a particularly high standard, making it even more difficult for our team of judges to make decisions that lead us onto the next stages of the award. 

Judges, Sue Allen and Paul Pavli (both working as Hospitality Consultants) are now making their way across the country to meet all Semi-Finalists in person to experience their businesses first hand. 

The 2021 Licensee of the Year semi-finalists are as follows: 

Esther Sutton - The Oval Tavern
Victoria & Gavin Hunt - The Lodge 
Matt & Ellie Furzeman - The White Lion
Sean White - The Queens Head
Jason Black - Pity Me Inn  
Mick and Sarah Dore - The Alexandra
Colum & Anne-Marie McCarthy - The Greyhound Hotel
Richard Edwards - The Potters Arms
Joanna Whalley - Wigan Central Bar
Gavin Price - Fountain Bar
Emma & Terry Cole - The Royal Oak, Chapel Ash
Tom & James Bainbridge - The White Hart
Stephen and Rebecca Prince - The Grey Mare
Andy Coleman - The Cork House
Daniel Pilley - Nine Jars

To learn more about our Semi-Finalists, please visit our website: https://www.bii.org/BII/Events-and-Awards/Licensee-of-the-Year-Award/BII/Events-Awards/LOYA-2021.aspx 

Meet our LOYA 2021 Judges here: https://www.bii.org/BII/Events-Awards/LOYA-Judges-2021.aspx 

Steven Alton, BII CEO commented: 

"Our Licensee of the Year Award is the most prestigious & hard fought award, showing the excellence in our sector; our Semi-Finalists are of a fantastic standard.
“We are proud that the awards process this year, more than ever, is offering a value added experience to all those involved with business insight and the chance to evaluate your business available at every stage from mystery diner visits and feedback, right through to our final judging day at Sky HQ."
 
Our Finalists will be announced in the week commencing 11th October 2021.

All six Finalists will be presented with a trophy at the BII Winter Event on the 23rd November, where the winner of Licensee of the Year 2021 will be crowned.

The BII would like to thank everyone who has entered the competition this year. Keep your eyes peeled for another opportunity to enter in the New Year 2022.

Christmas is coming...

1-in-5 UK adults, who celebrate Christmas, have already started planning for Christmas, according to a new consumer poll from research consultancy, KAM.

With 7% stating that they’ve already made a reservation for a pub or restaurant for the upcoming festive period and 17% saying they have already invited people to their houses to celebrate.

The research captures consumers’ current intentions for Christmas 2021, assuming that restrictions remain lifted, and results look positive for Hospitality with 1-in-3 adults intending to put more effort into celebrating Christmas this year compared with a normal, pre-Covid Christmas.
Katy Moses, MD at KAM: “Christmas 2020 was a relative wash-out for most people so it’s no huge surprise that so many Brits are keen to make this year an even bigger celebration than normal. This is likely to mean that people will be spending more and planning earlier, with an impressive 3.3 million saying they’ve already made reservations for the festive period. It may well actually be the season to be jolly this year.”

KAM found that footfall on Christmas day itself looks set to return to pre-Covid levels with 1-in-10 intending to visit a pub or restaurant- this matches intention level in 2019. The same can be said of New Year’s Eve, with a very similar proportion of consumers saying they intend to visit a pub or restaurant now vs 2019 (22%.)

Based on these current intentions, and assuming restrictions remain lifted, KAM predict a net increase in people visiting restaurants this festive period compared with normal 'Pre-Covid' times- 27% intend to go to restaurants MORE often over the upcoming festive period compared with 20% who say LESS often.

The research found that pubs, however, could see a very small decline overall compared with pre-Covid levels. 20% of consumers said they intend to visit pubs MORE often compared with 26% who say LESS often. The decline is driven by the over 55yr olds.

However, even these results suggest overall footfall at pubs should be back up close to pre-covid levels over this festive period based on current intentions.

Katy Moses, MD at KAM: “The research shows that UK consumers are currently feeling excited about this Christmas and eating and drinking out will play as big a part in their celebrations as it did pre-Covid. Obviously, we’ve learnt the hard way that a lot can change between now and Christmas but, assuming the current restrictions don’t change, its looking to be a very Merry Christmas for Hospitality this year.”

You can download the research
here.

Cocktail Week Co to celebrate vibrant hospitality scenes in cities across the UK with new festivals.

Members of the UK’ks hospitality trade are coming together for a series of cocktail themed events which are set to be staged across the City, including a special "thank you" to NHS and other Keyworkers for their tireless efforts during the Coronavirus Pandemic.

The Cocktail Week Co is launching Chester Cocktail Week running 20th-26th September, partnering with venues and drinks brands to celebrate the best the city’s hospitality scene has to offer. This will be swiftly followed with Liverpool Cocktail Week during 18th-24th October, and in 2022 events in Manchester, Leeds, York, Newcastle, Durham, Wales and Scotland.

Guests can purchase wristbands which allow them to enjoy cocktails that have been especially created for the week, and will be sold at the reduced price of £5. Venues are supported by drinks brands to run the promotions - creating a win/win partnership for all parties to help them bounce back from the pandemic.

Participating venues in Chester include Prohibition, The Suburbs, Exotic Booze Club, Liquor & Co, Bar Lounge, with Liverpool partners including Butter, Boojee, Butter, The Clubhouse, Boom Battle Bar, Pins Social Club, Cafe Tabac, plus dozens more. Venues which wish to take part are encouraged to visit the Cocktail Week Co website and sign up to be paired with a brand.

Wristband holders get £10 off tickets to all the Cocktail Week events - which can be redeemed by calling the priority booking line: 0808 168 9474. Cocktail fans can attend a number of pop up events - including masterclasses by Distillers, Gin Tastings, enjoy live music from Jonathan Nickoll (the resident pianist at the American Bar at London’s Savoy Hotel), plus a Bartender’s Brunch for hospitality workers - and much more. 

Wristband holders will also be treated to deals from non-hospitality businesses during the weeks, with discounts from many local businesses from retailers to hair and beauty salons and restaurants helping make the weeks city wide celebrations with something for everyone.

Drinks brands are also able to get involved for as little investment as £100 per city - and can also create bespoke experiences for the trade and consumers to generate interest in their products. The aim is to generate lasting partnership with venues and the community to repay the brands supporting their local communities. Brands wanting to get involved can call to chat about opportunities on 0808 168 9474.

So Let’s Talk, mental health advocates for the hospitality industry, will also be running a series of seminars for workers as part of the events calendar.

Tickets are now on sale through the Cocktail Week Co website - where guests can also upgrade to annual passes - which continue to offer discounts all year round in Chester venues - plus give entry all cocktail weeks in 2022 across multiple cities.
The Cocktail Week Co not only want to celebrate the reopening of hospitality, but also thank Key Workers who kept the country going during the COVID lockdowns - so are giving away thousands of wristbands (yes, for free!) to Key Workers from the NHS, educators, council employees, front line and emergency workers, plus students and of course hospitality workers, as thanks for their tireless efforts during the pandemic.

A fun musical video advert is created for each city to support the events, which are filmed across participating venues, capturing the happiness the events hope to create and showcasing the city in all its glory.

James Nicolian, founder of the Cocktail Week Co said “We are so excited to celebrate the power of positive drinking during our Cocktail Week festivals. We’re pleased to create an affordable opportunity for guests to rediscover their city and check out new venues, and revisit their old favourites - whilst learning about the craft of Cocktail culture. What a great way to enjoy hospitality venues again!”

The Cocktail Week Co is also launching a “Drinks for Good” initiative, donating 50p from every wristband sold to The One Foundation, who help eradicate water poverty in the world’s poorest communities

BII Menu Matters: September

For our September edition of Menu Matters, Oliver Kay development support chef Martin Eshelby looks at how you can evolve your menu for autumn as customers turn to more hearty dishes as the weather grows colder. He also offers some tips on choosing sustainable seafood and recipe ideas using meat and poultry…

BII Menu Matters: September
As the weather changes, Oliver Kay development support chef Martin Eshelby, looks at autumn dishes to helps drive pub food sales 

Autumn is a time for menu changes, as the lighter dishes of summer give way to the more substantial fare needed to see us all through shorter days and cooler weather. Think pies, stews, and roasts – hearty meals accompanied by a pint of cask ale or a glass of red. 

With British Food Fortnight running from 18th September to 3rd October, and Sustainable Seafood Week taking place this year from 10th to 17th September, there’s plenty of opportunity for pubs to capitalise on consumer interest in seasonal produce. 
 
This autumn, a focus on seasonal fare and British produce will also make more sense than ever as suppliers work to deal with higher distribution costs. Pubs that can build flexibility into their menus and specials boards will be able to benefit from the best fish and seafood, meat and poultry, and fresh fruit and vegetables, as availability changes.

Meat and poultry 
With prime meat cuts often in high demand, dishes that make the most of better value cuts are a great way to keep customers happy while also keeping profit margins healthy. A regular ‘Pie of the Week’ on the menu is a useful way to switch between different cuts. Add ale and stilton to beef, apple and leek to pork, or mint and potato to lamb, and you’ve got a hearty pie. 

Duck is a great dish for autumn, and is good value on menus as an alternative to chicken in a wide range of dishes – anyone for duck au vin? Duck matches wonderfully with the flavours of late summer and  early autumn fruits like blackberries. It’s also worth pickling berries for future use and using up the plentiful hedgerow supply. One of our latest recipes is ‘Spiced roast duck with hay baked celeriac, pickled blackberries, port sauce & duck liver toastie.’
https://www.oliverkayproduce.co.uk/food-info/seasonal-recipes-ideas/387-spiced-roast-duck 

Partridge is also in season across the autumn, has a wonderful flavour, and is a genuine special that will engage the interest of customers who may not have tried it before. This recipe for ‘Roast partridge, savoy cabbage, bacon & chestnuts, with a celeriac fondant, puree and red wine sauce’, makes full use of autumn flavours. 
https://www.oliverkayproduce.co.uk/food-info/seasonal-recipes-ideas/110-roast-partridge-savoy-cabbage-bacon-chestnut 

Fish and seafood       
Fishcakes are a useful way to make the most of the high-quality offcuts left over when fish are filleted, as well as supporting the industry’s sustainability drive by using a range of the great tasting fish species landed around the coast by the UK fishing fleet.
Direct Seafoods offer fresh and frozen fishcakes in a variety of flavours, such as; Thai style, smoked haddock and spring onion, salmon and asparagus, and many more. Fishcakes are popular as a starter, a main course served with seasonal veg, or for buffet and function catering.

For Sustainable Seafood Week, consider menu ideas that encourage customers to look beyond the most familiar species. Hake is a white fish that is caught all around the British coast, with a delicate, fresh flavour. Pan fried hake with a crab and prawn croquette, and a saffron and mussel sauce, has strong menu appeal. Your fish supplier should be able to trim the fillets to size to get the best value. 
https://www.directseafoods.co.uk/wp-content/uploads/Hake-recipe-from-Direct-Seafoods.pdf

Hearty vegetarian fare   
Autumn sees hearty vegetables such as potatoes, carrots and swede in good supply, all of which can combined with spices and sauces to create appealing vegetarian dishes. There’s also no need to wait until Halloween to break out the pumpkins, as this recipe for ‘Munchkin pumpkin, cracked wheat, baby turnips, pumpkin gnocchi, sage & black garlic crust’ shows.
https://www.oliverkayproduce.co.uk/food-info/seasonal-recipes-ideas/298-munchkin-pumpkin-cracked-wheat-baby-turnips 

Whatever your menu style this autumn, stay in touch with specialist suppliers to make sure you’re getting the best from seasonal produce in terms of quality, value and availability.  
www.oliverkayproduce.co.uk/
www.directseafoods.co.uk
www.campbellbrothers.co.uk 

Tyrells launches 'Pub Classic' flavour and pledges £50K donation to British Pubs

-Continued support of the Licensed Trade Charity with new on-pack promotion-

KP Snacks, the no.1 supplier of Bagged Snacks in pubs and bars[1], and its premium snack brand Tyrrells, have announced the launch of an exciting new flavour alongside a promotional campaign supporting the Licensed Trade Charity (LTC).
From September to November, 2 million special edition packs of Tyrrells crisps will be on sale, with Tyrrells donating £50,000 to the LTC from sales generated. Running for the second year in a row, the campaign looks to help the On Trade Channel recover from the pandemic by supporting the LTC which provides essential help across the industry, from financial hardship to mental health.
 
The nationwide initiative will run across three of the most popular Tyrrells flavours: Lightly Sea Salted, Mature Cheddar & Chive, and Sea Salt & Cider Vinegar in 40g singles format, as well as a new product, Tyrrells British Beef & Ale.
 
Designed to be the perfect accompaniment to your chosen drink, Tyrrells British Beef & Ale crisps provide consumers with a favourite pub classic in a delicious snack form. With consumer preference for meaty flavours in crisps and snacks growing[2], the new product is set to catch the attention of pub-goers looking for a snack.
 
Beth Minch, Marketing Manager at Tyrrells says: “Tyrrells is a premium snack brand which provides hand-cooked crisps in a range of delicious flavours. As we launch this year’s campaign to support pubs and bars, we are excited to also be introducing the new Tyrrells British Beef & Ale flavour, which was created with pubs in mind.
 
“We are incredibly proud to be supporting the LTC for a second year. As a brand, we are committed to supporting further recovery of pubs and bars after such difficult times. We are eager to see pubs get fully back on their feet and are thrilled to be able to contribute to the valuable work of the LTC.”
 
Commenting on the partnership, Paula Smith, Head of Marketing, LTC said: “We’re so pleased to be collaborating with Tyrrells on this campaign and for the valuable funds to help pub people all over the UK”.

Taste and quality is at the heart of the Tyrrells offering and its authentic English heritage attracts consumers all over the UK, and internationally too. With a £55.4m RSV and growing at +10.2%[3], Tyrrells products are currently purchased by over 5.5m households, with its main shoppers falling within the 45yr+ ABC1 category.[4] It is the UK’s No.1 vegetable crisp brand and the No.2 hand cooked crisp and has 86 Great Taste Awards across its portfolio.

Safeguarding your business in a cashless society

The exponential trend towards a cashless society, due to the increased rollout of contactless technologies like ordering apps, continues to gain ground as we head back to pre-COVID 19 trading. So much so, that UK Finance predict that by 2026 cash will be used for just 21% of all transactions. 

Presuming that all our troubles and losses have gone with the demise of cash, however, is a false hope. No matter how popular these contactless payment methods have become, there is a dark side to going cashless that many fail to recognise. 

 Malcolm Muir, Consultancy Director of business solutions company Venners, gives 3 warnings that every hospitality operator should heed as and when they decide to go cashless.

 1. Revenue made through cashless transactions is never 100% safe from losses

 The introduction of cashless systems has removed some of the previously well-known risks associated with cash transactions, yet revenue collected through cashless payment systems is still vulnerable to gaps in financial controls. 

 Venners audits have witnessed that sites which were experiencing cash losses prior to going cashless, continue to be exposed to perpetrators who rely on the extra income, as they simply find new means to cheat the system. Manipulation of service charges and tronc, plus insertion of rogue card machines, have been new methods that have seen a rise in abuse. One sign to help you spot this type of abuse is to regularly monitor till variances and to dig deeper when you find any, as someone may be manipulating revenue.

 2. Cashless transactions cannot account for losses caused by human error 

 42% of losses prior to the pandemic were due to staff error rather than any malicious attempt to extract money according to Venners observation audits, which investigate the underlying causes of serious stock losses.  

 Now that more transactions are being done via delayed payment, rather than an immediate revenue transaction, human error is having an even bigger impact on stock results than before. Most frequently it can be linked back to food and drink being left off bills by accident. This is exasperated by the introduction of less experienced staff who are even more likely to miss extra products and drinks from a table bill.
The reliance on automation does not always deliver the best results since it can hide human errors, but frequent compliance checks on service standards can help to reduce these errors. 

 3. Going cashless does not eliminate the use of cash in your business

 While cash is still an option in society, any business that decides to go cashless will continue to be threatened with losses through the ‘convenience’ of paying in cash. One common trend Venners consultants have come across is that some guests still want to pay with cash and will actively persuade staff to accept cash from them. With no means to enter it as revenue, it is simply pocketed by the staff.  

 Tightening up internal policies may be one solution to addressing these types of issues. Equally, regular stocktakes can help to hold managers to account for stock losses and eliminate these types of actions. 

 Operators looking for further assistance to safeguard their business from losses should visit www.venners.com.

Hospitality not viewed as attractive career choice

With ongoing staff shortages within the hospitality industry, new research finds that only 1-in-5 UK adults consider Hospitality to be an appealing industry to work in.

The new research from research consultancy KAM aims to measure the perception of Hospitality as a potential career choice for UK adults. It found that 23% still view Hospitality as a “short-term stop gap” and only 10% see it as a well-respected career choice. 

Generation Z and younger millennials saw a career in Hospitality as more attractive than over 55-year-olds, with 28% saying it was an appealing industry compared with 11% of the older age group. 

KAM says a key issue the research identifies is that younger adults at the beginning of their career are unlikely to be encouraged by older family members into the Hospitality sector. Only 11% of UK adults said they’d be “very pleased” if a younger family member chose Hospitality as a career (26% would be ‘quite pleased’.) Just 12% would actively recommend working in Hospitality as a career.

Katy Moses, MD, KAM: “With A-levels results and GCSE results just in, it’s distressing to find that these young adults are unlikely to be encouraged by older family members and friends to work in our great industry. Only 4% of those between 45-55 years old (the likely age range of these kids’ parents) said they’d be ‘very pleased’ if younger family members chose a career in Hospitality. We are without a doubt fighting against a negative perception towards the industry. We know Hospitality offers amazing career opportunities- it’s time we started telling the world. Loudly.”

KAM found that the view from within the industry was more positive compared with those who had never experienced working within Hospitality. 28% of past or present Hospitality employees said they saw it as an appealing career compared with just 14% of those who have never worked in the sector. Those without experience of the industry were more likely to view it as “short-term stop gap career”- 27% compared with 19% of past or present Hospitality employees.

Katy Moses, MD, KAM: “It seems that those who have had the chance to work within the industry are much more likely to see its appeal. The general perception however is not as positive: only 18% perceive it to be a fun industry to work in, only 11% think it has good career prospects, only 10% think it would offer a good work/life balance. We need to elevate the entire view of the industry to make it a more viable career prospect to avoid ongoing continuation of this current crisis. Hospitality is fast-paced, exciting and the rewards can be immense- but we need to attract the right people into it!”

The research was carried out in support of a new industry wide initiative headed up by brand and marketing consultant Mark McCulloch, called Hospitality Rising. Its aim is to bring hospitality companies together to change the long-term perception of the industry as a credible career choice.

Mark McCulloch, founder of Supersonic and Hospitality Rising: “The entire industry needs a re-brand when it comes to its appeal as a career choice. KAM’s research proves that working in Hospitality just isn’t seen as an appealing option by most. The industry needs to act now to address this issue in the long term and the support we’ve already had for Hospitality Rising shows that many operators are ready to work together to do just that.” 

More positively, the research also found that 1-in-2 UK adults of working age said they would at least consider working in Hospitality if the opportunity arose, while two thirds of ex-hospitality employees said they would consider returning to the industry in the future.

You can 
download KAM’s research here and find out more about Hospitality Rising here

StarStock launches innovative new ordering platform to disrupt on-trade drinks buying and help operators thrive, not just survive

StarStock solution supported by a growing suite of leading drinks brands, including ASAHI UK, Bacardi, Coca-Cola Europacific Partners and Britvic

StarStock has launched as the first of its kind, one-stop-shop that enables independent pub, club, bar, hotel and restaurant operators across the UK to order directly from major drinks brands, saving them valuable time and money.

With operators now able to run their businesses restriction-free, there has never been a more important time to maximise margins, take control of costs and enhance supplier relationships.

StarStock’s ethos is to provide on-trade operators with the greater buying transparency they need to succeed in today’s challenging marketplace.

The independent pub, bar and restaurant sector has been one of the very hardest hit by the Covid-19 pandemic. Industry data shows that the independent segment is now almost 10% smaller than it was pre-pandemic, with the closure of more than 6,500 sites.

StarStock is launching with the support of the British Institute of Innkeeping (BII), along with major brewers and drinks brands such as ASAHI UK, Bacardi, Coca Cola Europacific Partners, Britvic, Red Bull, Shepherd Neame, Theakston’s, Robinsons, Fever-Tree,
Kopparberg and a growing range of regional brewers. New brands are joining the site every week, providing operators with an increasingly broad and diverse choice of drinks suppliers.

Sam Ulph, Founder & CEO of StarStock Group, said: “We are on a mission to help pubs, bars and other independent licensed businesses thrive, not just survive. The pandemic has shone a light on the value of local independent businesses to their customers and communities. Now, as they begin to recover and rebuild, it’s time to do things differently.

“StarStock disrupts what has, until this point, been an unmodernised supply chain model. Our platform enables independent operators to order all their favourite brands directly from the businesses that manufacture them – a genuine marketplace for the licensed trade. Our solution creates a much more transparent marketplace that gives value back to the operator and brand owner, along with the convenience of 24/7 ordering and national consolidated deliveries.

“We’ve got exciting plans for the future as we build new features and functionality to make the platform even more useful to our licensee customers, which includes exclusive food products and offers, alongside an extensive drinks selection. This will create a truly unique proposition that gives licensed operators access to a great range of products and promotional support that helps build their business and grow sales.”

Sam Rhodes, Marketing Director at ASAHI UK, said: “ASAHI UK is delighted to collaborate with StarStock as its super premium and premium lager category partner. Its e-commerce platform will provide a valuable tool for the on-trade at this difficult commercial time, providing convenience and efficiency to customers whilst extending the reach of brands such as Peroni Nastro Azzurro, Asahi Super Dry, Grolsch and Meantime.”

StarStock has also partnered with GXO Logistics (formerly XPO Logistics/KNDL), a drinks logistics specialist in the UK and Europe. In addition to managing warehousing, order fulfilment and returns, GXO will oversee the delivery of products to venues that place online orders on the StarStock platform.

Gavin Williams, Managing Director, UK and Ireland, GXO Logistics, added: “We're excited to partner with StarStock to support their groundbreaking B2B e-commerce platform with critical supply chain services. Our national food and beverage capabilities will help ensure a superior experience for StarStock users — from consistently reliable order management to the moment the delivery arrives at the local venue."

StarStock is available nationwide and operators can register to use the platform at
www.starstock.co.uk

Kick off a fantastic new season with Sky Sports and a new Molson Coors offer

This season, Sky Sports are bringing their pub and bar customers football that will bring in all types of fans, all season long. 

Throughout the 2021/22 season, Sky Sports customers will be able to show over 400 live football games, including action from the Premier League, Women’s Super League, EFL and Scottish Premiership - that’s 36,000 minutes or 600 hours of opportunities to bring sports fans together in their venues. 
 
And among sports fans, anticipation is high ahead of the first kick-off. The successful Euros tournament has helped increase excitement going in to the 2021/22 season, with a recent survey finding that over 40% of pub-going sports fans are now more interested in football than they were before Covid. Plus, three quarters (75%)* of all pub-going sports fans are excited about all the live sport in 2021, which means that Sky Sports pubs will be able to serve to their customers more of the sport that matters to them, with a broad range of sport showing across Sky Sports’ 11 channels. 
 
And it’s not just football that fans will be able to enjoy. The summer of sport continues on Sky Sports with action from the British & Irish Lions Tour in South Africa, more games from The Hundred and every match live from England’s cricket series against India. 
 
Looking ahead to September, Sky Sports will also be showing plenty more fan favourites, including the Ryder Cup, World Cup Qualifiers, Men’s T20 World Cup and the climax to the Formula 1 season.
 
The new season can also help customers to serve and save with an enhancement of Sky’s ground-breaking deal with Molson Coors - which is back and bigger than ever. Outlets can save up to 50% off Sky Sports, just by stocking Molson Coors and its partner brands, including two new signings, cider brands Stowford Press and Thatchers Cider. Plus the 50% deal has now been extended to new customers in Scotland.* *
 
Damian Saunders, Managing Director of Sky Business said: “From day one, the start of season is shaping up to be a packed line-up from the Scottish Premiership, EFL and Premier League – what a way to start the season. It’s already underway with the return of the Scottish Premiership at the weekend, all while a great summer of sport is continuing. This combined with our partnership with Molson Coors, which is one that continues to grow from strength to strength, is something that our customers can get real value out of.

“We also know sports fans can’t wait to watch down the pub. Consumer confidence is growing and nearly 90% of sports fans returning to the pub enjoyed the experience of watching live sport in a pub or bar.  Live sport also continues to drive value for our customers with 88% of sports fans believing that they will spend the same or more when watching sport out of home compared to pre-Covid times.”*
 
Martyn Cozens, UK On Trade Sales Director at Molson Coors said: “We know from our customers that our partnership with Sky is viewed as one of the biggest on-trade initiatives and it’s been incredibly successful over the past nine years.  This year the deal evolves even further to include our cider partners, Thatchers Cider and Stowford Press, and increases the potential discount to a huge 50% off Sky Sports. Our partnership with Sky has always been about helping operators make the most of sporting occasions whilst offering the strongest brand line up to keep their consumers coming back”
 
To find out how you can make the most of the partnership between Sky and Molson please ring 08448 244 244.
 
*Ipsos MORI
**excluding Stowford Press and Thatchers Cider. 

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