Summer Pub Trends: 5 Ways to Increase Pub Sales This Summer

Summer is one of the most important trading periods for pubs and bars. With more consumers visiting the on-trade, spending more per visit and seeking refreshing food and drink options, operators have a significant opportunity to boost revenue during the warmer months.

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Why Summer Is Important for Pubs

Summer drives both footfall and spend. Research shows:

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Summer Drinks Trends: What Customers Are Ordering

Understanding summer drinks trends can help operators maximise sales and improve customer satisfaction. During the summer months, consumers increasingly choose:

• Premium lager
• Cider and fruit cider
• Cocktails and Spritz serves
• Soft drinks and low and no alcohol options
• Seasonal favourites such as Aperol Spritz and Pimm's

Meanwhile, categories such as ale, stout and red wine typically see a decline in share during warmer weather.

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1. Refresh Your Summer Drinks Menu

One of the easiest ways to increase pub sales in summer is by adapting your range to changing customer demand. Consider:

2. Ensure Drinks Are Perfectly Chilled

Customers expect cold, refreshing drinks during warm weather. A well-executed serve can help justify premium pricing and improve the overall customer experience.

• Keep fridges fully stocked
• Rotate stock regularly
• Serve drinks at the correct temperature
• Use fresh fruit and garnishes to enhance presentation

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3. Run Summer Promotions That Drive Spend

Seasonal promotions can encourage customers to spend more and stay longer. Focus on promotions that add value rather than relying solely on discounts. Popular summer pub promotion ideas include:

• Bottles and ice bucket deals
• Spritz promotions
• Summer cocktail specials
• Sharing platters and snack offers
• Food and drink pairing deals

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4. Make the Most of Your Pub Garden

A well-maintained outdoor area can become a major revenue driver during summer. Many consumers actively search for pubs with beer gardens during warmer months, making this an important marketing opportunity.

• Keep it clean and welcoming
• Ensure furniture is in good condition
• Make ordering easy
• Promote your outdoor space across social media and your website

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5. Host Summer Events

Summer events can help increase footfall and create memorable customer experiences. They also provide valuable content for social media and email marketing campaigns. Popular options include:

• Garden parties
• BBQ events
• Gin festivals
• Live music
• Cocktail evenings
• Community summer celebrations

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Key Takeaways for Summer Success

Summer remains one of the biggest opportunities for pubs and bars to drive sales growth. Small changes to your drinks range, menu and customer experience can help turn a good summer into a great one. Focus on:

Sources: CGA OPMS 2019; CGA Trading Index 2019; Kantar WPO; Trading Index; Star EPoS, ValueShare Jun-Aug 2019 vs rest of year; CGA OPMS 2019 Volume Share; CGA Mixed Drinks Q1 2020.