Pub Sector – Pub Marketing Trends in 2024
In the UK, the pub sector is one of the key industry segments.
Just like any other business realm, this, too, is evolving.
Changing customer persona and lifestyle choices are increasingly influencing the ways people perceive the idea of going to pubs.
As a pub owner, you need to stay tuned to the latest trends and best practices in the industry to remain competitive.
Read on to delve into the key trends in pub marketing in 2024, including those that may not seem to be a direct driver of sales yet hold vast potential to be harnessed in the long run.
Pub sector marketing trends to watch out for in 2024
1. Online ordering options
2. Digital marketing and social media
3. Email marketing
4. Adopting sustainability and eco-friendly practices
5. Incorporating newer yet healthier tastes in drinks
6. Participating in out-of-the-ordinary initiatives
7. Leveraging technology for enhanced guest experience
1. Online ordering options
Post Covid-19 pandemic, most sectors, like e-commerce, migrated from the brick-and-mortar setup to a completely virtual or online mode.
While this doesn’t completely hold good for the pub sector, even this space has embraced the online version.
Many pubs deliver drinks and food to customers’ homes through delivery partners.
This is a major trend that is only expected to continue as it offers the luxury of enjoying your favorite drink from the comfort of your sofa.
That said, pubs that don’t support an app or online home delivery options are expected to lag behind competitors.
Online apps let marketers showcase the pub menu much more compellingly.
Additionally, customers would benefit from making selections, including special flavors or cocktail ingredients, etc.
Pubs could even spruce the prices of drinks by certain expert mixologists to make the margins.
Online ordering is a must-have and offers a lot of lucrative marketing potential for the pub sector to tap.
2. Digital marketing and social media
In the present era, content rules.
Like any other business, the pub sector must also leverage the benefits of content.
At its most basic, pubs can create a simple yet engaging website with their branding, menu, locations, events, and more.
Get started with blogging. This would increase the publicity while also spreading more awareness about the pub sector, in general.
Use infographics, articles, videos, and other tools to best interact with your audience.
Additionally, Maria Harutyunyan, Head of SEO at Loopex Digital, states, “Search engines favor websites that consistently update their content.
By regularly publishing new blog posts, you can keep your website fresh and active, sending strong signals to search engines.
Social media is another powerful option that builds your brand and brings in more followers and prospects.
In contrast to restaurants, pubs are more informal in marketing, making platforms like Facebook and Instagram ideal for promoting your brand.
Sometimes, pub owners underestimate the potential of marketing on these networks as they don’t bring in direct sales.
However, in the long run, they could generate a strong base of loyal and long-standing customers.
3. Email marketing
Email marketing offers a lot of scope in the pub sector.
Compared to social media, you can enjoy greater advantages with email marketing.
First, it is much cheaper, and almost anyone would have an email address, which makes promotion easier.
Second, the only primary aspect you need to focus on is to make your prospects sign up for a newsletter.
With these, you can keep them aware of your upcoming drinks and any events you plan to host, reminding them when they last visited your pub and more.
4. Adopting sustainability and eco-friendly practices
Like other domains, the pub sector is also aggressively embracing sustainability across its various practices.
For example, breweries and distilleries are employing eco-friendly production processes that don’t generate much waste.
Organic beers, biodynamic wines, and organic ingredients are gaining popularity.
Another example is the increasing use of bio-degradable materials for packaging and eliminating the need for plastic bags.
In the case of packaging beverages, non-plastic cups and containers are strongly recommended.
The move towards sustainability itself promotes the brand as more customers consider it environment-friendly and in the larger interests of the community.
5. Incorporating newer yet healthier tastes in drinks
Cocktails and other drinks are the primary sources of revenue for the pub sector.
That said, of late, there’s been a paradigm shift in customer tastes and preferences.
Health-conscious drinkers are making a move towards low-alcohol content or alcohol-free alternatives.
This opens up the gateways for pubs to incorporate various flavors or fruit-like tastes in their drinks to cater to customer needs better.
For instance, flavored low-alcohol cocktails are a major choice of drink among most pubgoers these days.
In addition, as some people resort to drinks to ease their stress, the popularity of CBD-infused beverages is also on the rise.
The tendency of these ingredients to relieve stress and offer relaxation is making them more common in beverages like cocktails.
By offering a healthier and stress-busting drink, the pub sector is gaining wider acceptance, and even those who never “supported” the idea of going to pubs have changed their mindsets.
6. Participating in out-of-the-ordinary initiatives
Most contemporary pubs expand their outreach and promote their brand by taking part in various initiatives and social activities.
For example, traditional pubs play a key role in conducting musical or artistic events, exhibitions, or such, which builds their reputation, attracts new customers, and helps retain existing ones.
These gestures enhance the pub’s image in the minds of customers and let you contribute to social responsibilities.
While this may not be an immediate generator of revenues, it certainly creates brand awareness and makes it easier to bring in new customers.
7. Leveraging technology for enhanced guest experience
Beyond traditional marketing channels, pubs can significantly enhance the guest experience by embracing technology.
Implementing QR codes for menus and ordering can streamline the process, reduce wait times, and provide opportunities for contactless payments.
Interactive digital displays can offer engaging content, such as local events, drink specials, or even virtual tours of the pub.
Additionally, loyalty programs powered by technology can reward repeat customers with exclusive offers, personalized recommendations, and gamified experiences.
By integrating technology seamlessly into the pub experience, operators can create a more efficient, enjoyable, and memorable atmosphere for their patrons.
Wrapping up
In countries like the UK, the pub sector has always been a core player and is only gaining prominence each day.
As pub owners customize their trends and practices to adapt to the changing customer lifestyles, more people are turning into pub-goers.
Sustainability practices, adopting healthier drinks, online ordering options, digital and email marketing, and involvement in social initiatives are some common trends in pub marketing in 2024.
