Pernod Ricard UK’s Brand Engagement and Advocacy Team (BEAT) has published a ‘Back to work in the new normal’ guide to help the hospitality industry prepare to reopen. The guide highlights content on how consumer needs have changed during lockdown, how to prepare and reopen, and how to serve drinks in a safe and responsible way.
The on-trade has been given the green light to begin preparations for a limited re-opening on Saturday 4th July, however, there is speculation this date may be moved forward for those able to accommodate consumers outside. Given the fast-changing nature of the situation, and in order for the new guide to remain topical and relevant, alongside original content by Pernod Ricard UK there are a number of external sources signposted throughout the guide to provide the most up-to-date information.
Dan I’Anson, Brand Engagement and Advocacy Manager, comments: “We recognise the on-trade sector is getting ready to face an uncertain future and that there are many new challenges to overcome by operating in the ‘new normal’. Our guide has been designed with that in mind and provides practical solutions, with tips from some of our industry’s best and brightest bartending talent on how to rebuild and rebound, including Megs Miller from FAM and Clint Ghent from Revolucion de Cuba. It’s time to look forward and work together to rebuild and rebound.”
Also included is a deep dive into how consumers have adapted their lifestyles and drinking habits during lockdown, as well as what the on-trade can learn from trends being seen in the off-trade. For example, ingredients for two of the most popular cocktails in the UK, the Espresso Martini and Pina Colada have seen a boost, with Kahlua coffee liquer growing +104% and Malibu up +74% since lockdown[1].
The guide is the latest in a series of initiatives implemented by Pernod Ricard UK to support communities and the hospitality industry during the COVID-19 pandemic. Others include: a donation of £250,000 to industry charity The Drinks Trust, a partnership with the WSET to offer 2,000 online training courses for free and the production of 20,000 litres of hand sanitiser, which was made available free of charge to frontline healthcare workers battling the pandemic in the local community as well as other communities nationwide.
The new guide is available to download from www.prukbeat.com/back-to-work.
[1] Nielsen EU - UK - Total Brand – value sales % change for period 22/03/2020 to 10/05/2020 vs. last year