She knows, and she’s sorry, but Melissa Cole is going to talk about the C-word. However, if there was ever a year when the whole of the industry should be gearing up to take advantage of heightened spending, then this one is it. 

With so many breweries going out of business, many of you struggling, pubs closing at a truly alarming rate and the Government being, well, the Government, it’s time to get creative – and just in case laughing at someone else’s misfortune helps soften this at all, I thought I’d left writing about Christmas before November at the earliest behind me. 

I am still traumatised by my trade paper years when, on what would nearly always be the hottest day of the year, I had to attend a tasting with Brakes or Booker to try their Christmas products… where people beseeching me to wear a paper hat was met with a stoney glare and being accused of ‘not being in spirit’ as I wilted like a Brussels sprout cooked for 14 hours by your nan.

And why wouldn’t you want to create a captive audience for your business? You will be creating a whole new audience for your wares, not mention the data capture benefits.

My humbug attitude was, however, vindicated in year two of this torture by the fact that, post-press conference, a fellow hack had to walk to the nearest pub with a big blue ring around his head from sweat meeting cheap paper dye. 

Anyway, on with my point. I cannot stress strongly enough how much you should be gearing up for Christmas if you aren’t already, and a recent press release from KAM Insight really helped crystallised my thoughts on how you can capitalise, especially as only 19% of people have already made plans. 

Getting organised is really important, over a third of people signalling a decreased spend in hospitality this year, it definitely opens up opportunities for breweries to offer more interesting D2C or off trade options, like seasonal pub in a box options. Yes, I know the packing is a pain in the bum, but partnering with snack providers can help boost purchases when people are looking for simple solutions to Christmas parties. 

That said, supporting your on trade partners at this time of year (and in general) is absolutely key, especially as big bookings are back, with 39% of people saying they plan to party with 12 or more pals.

Doing a deal with pubs and restaurants to make sure your beer is offered as part of the package could see your throughput rise significantly, plus you have the opportunity to convert folks when they are in a convivial mood and more likely to be experimental.

A note of caution though, venues looking to woo larger groups would be well-advised to monitor emails closely, punters are getting more demanding, with a third expecting a same-day response. 

All that said, I think one of the best bits of information provided in the release is that nearly 40% of people would like to give gift cards or vouchers for pubs or restaurants for Christmas, so why not turn it into something for your customers instead? A bar tab for the brewery tap, a case of beer, first dibs on special releases for a year, whatever it is, get creative.

And why wouldn’t you want to create a captive audience for your business? You will be creating a whole new audience for your wares, not mention the data capture benefits; and make sure you advertise your gift cards at the bar, because there’s nothing more likely to get you emergency purchasing than being four pints deep and remembering it’s the office Secret Santa tomorrow and you haven’t got anything for Dave in accounts yet.