Sales rocket at brewpub group as ‘experience-led’ Christmas pays off
The brewpub group behind the popular Brewhouse & Kitchen venue in Nottingham has seen its sales increase significantly after reaping the benefits of an “experience-led” approach.
Brewhouse & Kitchen group’s like-for-like liquor and food sales rose by 7 per cent over Christmas and New Year, and its pre-booked party covers increased by 14 per cent.
However, it was sales of gift cards that brought the most festive cheer to the 22 site-strong company. Reinforcing a consumer shift towards “experience” over “material” gifting, the group achieved a 50 per cent like-for-like increase in gift card sales over the Christmas period, with its Brewery Experience Day proving particularly popular.
Julia Rawicz, assistant manager at Brewhouse & Kitchen in Nottingham, said she was “seeing the fruitful results” experienced across the Group “every day” at the Trent Bridge site.
She said: “Here at Brewhouse & Kitchen Nottingham, it has been a pleasure to welcome our customers into our brewpub to dine with us, try out our extensive range of drinks, and to also take part in one of the many experience days that we offer.
“The success of the company’s Christmas sales figures can also be seen day-to-day at the Nottingham site, with the Beer Masterclass being our most popular experience, attracting many people in the local community all year round.
“We look forward helping the company build and develop the experience arm of the business in 2020 and beyond.”
Group CEO Kris Gumbrell added: “We are very proud of our teams across the country who are continuing to work hard and deliver post-Christmas parties. We look forward to welcoming many retail workers, emergency service teams and others who didn’t get an opportunity to celebrate Christmas during December.
“These are a robust set of results, the addition of more flexible Christmas party options and experience-led gifts have added another series of strings to the bow of our business. Now, we plan to build on this success by further developing the experience arm of our business over the next 12 months and beyond.”
