The weather is heating up, and so are the grills. Now’s the perfect time to amplify your summer promotions for beer, wine, and spirits. Here’s how to make the most of the sunny season with four can’t-miss tactics.
Promotional Giveaways
These are an easy and effective way to keep your business top of mind. Think practical and fun: branded bottle openers, koozies, BBQ aprons, and reusable cups — anything that a customer would reach for while the meat sizzles under a flame. These items are not only useful to budding grill masters, but also a clever way to keep your store in the spotlight and even attract new customers who happen to see the items at a barbecue.
To turn up the fun, run a social media contest where participants share their best barbecue moments or favorite summer drink recipes. Winners receive a branded barbecue kit, engaging your audience and inviting UGC for future marketing efforts.
For on-premise businesses, consider what fire-grilled items on your menu would pair well with the season’s hottest drinks, which could be anything from spicy margaritas and Kentucky mules to fruit-infused mojitos and the classic summer spritz.
Wine and Spirits Gift Sets
For off-premise businesses, gift sets tailored for barbecue season can drive sales by offering convenience and appeal. Bundle popular wines and spirits with essential barbecue items. For example, a set might include a bottle of rosé, a collection of barbecue spices, and a recipe booklet with drink pairings for grilled dishes. Market these sets as the perfect gifts for hosts or as all-in-one solutions for barbecue enthusiasts. These curated, easy-to-grab sets are the perfect option for time-pressed customers.
Host an Event
For on-premise businesses, hosting a barbecue-themed event can create buzz and bring in customers. Partner with local restaurants, food trucks, or barbecue experts to offer an unforgettable experience that pairs delicious grilled food with your beverages. Organize tastings of various wines, beers, and spirits that complement different barbecue dishes, and provide educational sessions on pairing techniques.
If you operate a bar or restaurant that’s not specifically focused on barbecue, you can still lean into the summer grilling trend by adding some drink specials inspired by dining al fresco. Experiment with the smokiness of mezcal or call on the freshness of seasonal fruits for sangria. Get inspired by the hot temperatures with tropical cocktails infused with coconut, passionfruit, or mango flavors. And while not barbecue-inspired per se, sparkling wines are marvelous when paired with grilled meats or even on their own.
In-Store Displays
Eye-catching in-store displays can significantly influence your customers. Create themed displays of your beverages alongside grills, sauces, and marinades. Use bright colors, summer imagery, and clear signage to draw attention. Make sure to position these displays in high-traffic areas like entrances, checkout lines, and near complementary products like grilling accessories. Offering samples in-store can entice customers to try before they buy, increasing the likelihood of a purchase. And ensure your staff is knowledgeable about the products and promotions, as their recommendations can make all the difference.
By preparing for this busy time of year, you can make sure the barbecue season is also one of the most profitable.
