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Featured Brand – By Beverage Trade NetworkUNIQUE HOT-SERVED
ALCOHOLIC BEVERAGES
A DRINK FOR EACH SEASON
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Background
The Eliot’s brand is owned & operated by Haywood Products Ltd, a small, privately owned manufacturing & distribution business based in Staffordshire
Eliot’s drinks are absolutely unique :
• Only supplied to the “On-Trade”• Are delivered in a bespoke 3 litre BiB format which fits
our custom produced heater/dispenser units which we supply on free loan to qualifying outlets.
• A year round range of hot-served alcoholic drinks which provide an alternative to tea and coffee
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The Eliot’s free-on-loan dispenser is a vital part of the Eliot’s drink offering. It is
supplied to qualifying outlets and technically supported by Eliot’s
nationwide.
There are approx. 12,000 Eliot’s dispensers installed in licensed outlets throughout the UK and this number is now growing by approx. 2,500 – 3,000
every year.
Our dispensers are sited in the public eye – on the bar – and by having multiple dispensers with a range of hot Eliot’s drinks, sales from this important bar
space can be maximised
Dispenser
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Maximising Sales from your Dispenser
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Check our the Video by the founder here?Click on BTN Logo below
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Mulled Wine
Served Hot during the festive season
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Winter Warmer
Served Hot during the cold seasons
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Spicy Cider
Served Hot when it’s cold outside &cold over ice when it’s not!
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Sangria
Served Hot at night & when it’s cold outside - or simply pour it over ice
when we do get good summer weather.
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NO PREPEliot’s drinks are pre-mixed and always ready to serve
NO WASTEA single, freshly made, hot-served drink can be made in seconds using the Eliot’s
Dispenser, and there is no “surplus” product to dispose of each evening
NO NURSING Hot drinks must be consumed with in a few minutes
INCREMENTAL SALE Eliot’s drinkers have one or two glasses of Eliot’s, then revert to their usual tipple
HAVE SIMPLE PROFIT ADD OPPORTUNITIES All Eliot’s drinks have natural add-on’s allowing packaging with low cost food items
to offer customers a high added value “drink & snack” deal
GOOD MARGINS
The Offer
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Eliot’s drinks are only available in select licensed outlets and are not in supermarkets or any other retail outlets so it is not
practical or effective to promote the drinks nationwide.
Our promotion strategy is to provide publicans unlimited supplies of free POS in the form of posters and tent cards.
Our drinks are strongly branded and highly visible at the point of sale (has to be mounted on the bar)
Publicans are our best vehicle for promotion – Eliot’s drinks are the only drink that allow bar staff to pro-actively offer a
warming drink to arriving cold & wet customers.
Promotion
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P.O.S
Launched 2001 – Annual Sales (2010) : 250,000 litresSold in approx. 10,000 outlets
5.5% ABV
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P.O.S
Launched 2009 – Annual Sales (2010) : 42,000 litresSold in approx. 1,500 outlets
14.5% ABV
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P.O.S
Launched Sept 2011 – Expected Sales 2011 : 14,000 ltrSold in approx. 500 outlets
5.0% ABV
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P.O.S
Launched June 2011 – Expected Sales 2011 : 11,000 ltr Sold in approx. 450 outlets
7.5% ABV
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Eliot’s consumer profiles Age Group Sex
Socio-Economic
Information is anecdotal from discussions & observations at pub & restaurants over 3 years
Our Consumers
20 – 30 years
30 – 40 years
40 – 50 years
50 – 60 years
60+ years
Female Male
A C2B C1 D E
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1. Food led (“pub grub”)2. Food led (“gastro”)3. Children Welcome pubs4. Specialist Family pubs5. Golf/rugby/football clubs6. Social clubs/British Legion bars7. “Local” wet led pubs
Outlet Profiles In Sales Success Order
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Eliot’s Drinks are a small player in the drinks industry, operating in a niche market which enable pubs to differentiate their offering.Ours is a different approach – we provide a complete hot & cold served alcoholic drink
solution …The Perfect Alternative to Tea or Coffee
Niche
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Check out the full distribution offer here