What drives new products listings and influences rate of sale in the on trade?

We recently asked licensees in the on-trade sector about their motivations for listing new products and factors that influence the rate of sale. 

Here is the top 3 learnings from our conversations:

1. Staff Engagement and Training pays off

Licensees emphasise the importance of engaging and incentivizing their staff to not only sell but also feel excited about coming to work. Since they can't afford to pay staff more money, they're looking for other hooks or perks to keep them motivated. In-person training sessions from brands are highly valued as they're more engaging and memorable than digital formats.

Tools like flavour maps also help staff understand and sell products better.

2. Sampling Opportunities are a win win

Allowing customers and staff to try products before buying is a significant draw.

Licensees appreciate free stock for sampling, proximity-based notifications for free drinks, and on-premise sampling events that create excitement and drive sales.

3. Point-of-Sale (POS) Materials are in demand

High-quality POS materials are always in demand, including parasols, branded glassware, printed menus, digital screen ads, and staff uniforms. These not only promote the product but also serve as perks for staff and venues.

While digital resources are useful, the feedback clearly highlights the value of in-person engagement, training, and sampling opportunities. 

In Conclusion

So there you have it. Brands that can provide training, offer sampling opportunities and deliver attractive POS materials, are more likely to win over licensees and drive sales in the on-trade sector.

The question is are you ready to take advantage of this opportunity.