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NTNREPORT
 The Kegs of Gold
St. Patrick's Day Profits
Are Not Just the Luck of The IrishWhat are
the biggest celebrate-with-a-beverage days of the year? Well, while not
a question asked in this month’s NTN Report, the answers are obvious to
most bar owners: New Year’s Eve, the Super Bowl and St. Patrick’s Day.
The last one can pack a serious punch to keep you smiling until the
Fourth of July if you are promotionally savvy. And, best of all, this
year St. Patrick’s Day falls on a Friday, so you can keep them partying
longer without losing the 8 a.m. work crowd at midnight.
Simple Irish Makeover
When asked where most people spend their St. Patrick’s Day, an
understandable 69 percent admitted that they frequent an Irish
establishment. If you are an lucky enough to own an Irish pub,
terrific. The profits should come a little easier.
But looking down the line, 24 percent agreed that they would spend the
holiday in a neighborhood bar. This should be a green flag to every bar
owner within a short drive of more than one house. Why not make your
bar into an Irish pub for the evening and promote to your regulars and
neighbors you may not have met yet? Offer discounts on Guinness Pints,
corned beef sandwiches or the day’s drink special to any customer
providing a license with an address within the zip code of the bar.
Sunrise to Sunset and Beyond
Another astonishing point in this survey was the fact that 41 percent,
albeit anonymously, admitted that they begin drinking before noon on
St. Patrick’s Day. This is a great opportunity to serve food. Set up a
buffet if you have a small kitchen for breakfast and brunch. This will
lighten the load on waitresses and cooks.
Or, add four or five traditional items onto your regular menu for the
day. Bloody Marys, while not Irish, can be decorated with green,
creative garnishes, and Irish coffee recipes are easier to promote to a
female crowd.
Green is Gold
While Guinness, Harp and Irish Whisky sell nicely, 52 percent prefer to
spend one of the biggest drinking days of the year with beer. Make it
green. Most of the major distributors, such as Budweiser, are more than
happy to add festive POS materials free of charge, and things like
t-shirts make great giveaways, for the 34 percent who claimed that is
was a favorite promotion. NCB
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