How to boost Restaurant drinks sales by tapping into popular summer events

 The summer of 2022 has been long awaited by Brits who’ve missed out on many months of socialising with friends and family over the past two years. However, pub and bar operators shouldn’t take it for granted that their businesses will always be top of the list when it comes to customers choosing what to do on a warm summer’s day.

While consumers are more eager than ever to get out of their homes and gardens this year to make memories, with 70% saying experiences are now more important to them than possessions.

​​Operators must continue to make their venues more alluring with a series of fun and exciting events.

Give customers an irrefutable reason to visit your pub or bar and then suddenly, a backyard family barbecue with store bought coleslaw and questionable burgers becomes bottom of the list.  


From the Tour de France in the month of July to the Commonwealth Games at the backend of summer, 2022’s line-up of hot sporting events is rife with opportunities for outlets to tap into

Some 6.9m Brits will watch the Women’s Euros in a pub or bar this year[2]​​, while 45% of publicans believe such events will play a bigger part in attracting more customers to their venues this summer[3]​​.

Customers visiting the on-trade to indulge in major sporting events do so because they like to enjoy the atmosphere, drinks and also feel they can get a greater sense of the event through being surrounded by likeminded people[4]​​.

Kick things off by: ​

Telling​ your customers through social media, email and POS that your venue is hosting special events around specific sporting occasions this year

Theming ​food and drink menus around particular events, such as French food and Champagne cocktails for the Tour de France; multi-national dishes for the Commonwealth Games; strawberries and cream with Pimm’s and R Whites Lemonade for Wimbledon; and of course, Pepsi Max as the sponsors of the UEFA Women’s Euros

Making it exclusive ​for customers so they feel more special by giving them the opportunity to book tables, booths and garden areas

Developing a tier ​of packages for customers to buy into, including drinks in ice buckets, simple food and snacks as well as add-on sales, such as unlimited soft drink refills for a set price

Ensuring everyone can watch the sport they’re there to see by setting up big-screen televisions​, projectors or adding more screens to your venue inside and out

Decorating ​the venue and garden so it is in keeping with the sports on offer. Consider flag bunting for international events, and free and tasteful fancy dress and props, such as bicycle glasses, for customers to wear during the Tour de France

Never miss an opportunity by including your brand ​on any assets such as “Instagrammable” backdrops, props and eye-catching food and drink serves. And it goes without saying these days, but write your pub’s social media handle and preferred hashtags wherever you can to cash in on free marketing

Top sporting events this summer (and beyond): ​

Wimbledon: 27 June – 10 July

Tour de France: 1-24 July

Silverstone Grand Prix: 1-3 July

UEFA Women’s Euro 2022: 6-31 July

British Open: 14-17 July

The Hundred Cricket: July-August

Commonwealth Games: 28 July – 8 August

FIFA World Cup: 21 November – 18 December

Binnaparlour Pastries


It’s known the world over that Brits need very little reason to go to the pub, but a quarter of customers said the temptation would be greater if a venue was offering live music or a music-themed event​​.

Other than putting on a regular live band or open-mic night on specific days, operators can go further by using music to compliment bigger events to create a well-rounded and memorable experience for their customers.

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