Tricks of the On-Trade

How snack brands can raise the bar and ring the till in the on-trade by taking inspiration from spirits brands.

As the premium bar snack category grows, it’s more important than ever for brands to think outside the box under the bar, or they’ll be left behind. On-trade can be more than simply a sales driver. It’s a powerful platform for brand building.

In 2023, snack product launches with premium claims increased by 18%.

From before guests even enter a venue to the moment they order at the bar, leading spirits brands understand how to leverage every part of the consumer journey to maximise impact and create compelling points of sale.

These learnings are not limited to drinks brands. Snacking is an important part of the bar experience, and premium snack brands can apply many of the same principles to unlock new opportunities.

We’ve identified four areas where snack brands can learn from spirits brands to elevate their on-trade presence.

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Get Glorified

Inspiration

Glorifiers have been a key component of spirits brands’ on-trade marketing for years. They help bottles stand out amongst competitors on the back bar and act as engaging extensions of the brand world.

Implication

Identify the key decision points in your consumer journey and ensure your product is both highly visible and visually attractive.

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Creative Containers

Inspiration

Spirits brands invest heavily in creating glassware and serveware that elevate the experience while acting as a visual signpost in busy venues.

Implication

Elevate the snacking experience with innovative serve formats that are both beautiful and functional.

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Sharing Serves

Inspiration

Bars are inherently social environments. Creating bespoke and distinctive branded sharing serves encourages engagement and increases the number of consumers trying a product.

Implication

Create shared snacking moments and formats that encourage trial as part of a drinks order.

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Starring Role

Inspiration

Many spirits brands partner with venues to create custom or limited-edition drinks menus featuring their products. These curated experiences place the brand front and centre in consumers’ minds.

Implication

Get your snack brand onto the menu through bespoke serves and carefully considered drinks pairings.

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