Sustained engagement creates change

In perceptions and behaviour

Throughout this project we engaged with one pub, whose manager expressed an interest in finding out and doing more with the experiments. Their own assessment of where they put alcoholic drinks in terms of importance for their venue was a self-confessed “0 out of 10” at the start. Throughout the various stages of the project, they engaged with Club Soda in beer tastings, interviews, workshops, and hosting experiments. We document in the diagram below the engagements and change journey with this one venue manager in more detail. It is worth noting that “time” came up as one of the biggest factors affecting their capability for discovering new products, and implementing other changes.

Screenshot 2016-03-10 16.00.48

What this told us

  • Market domination by a small number of soft drink producers and wholesalers/suppliers, as well as pubs being ‘tied’ to a single distributor, restrict choice and make it hard to get new products on the market
  • Working with venue operators, to help them discover new products that fit their business and have proven customer demand, can persuade them to try new products, including non-alcoholic beers
  • Training staff to upsell premium drinks as well as to deal with the panic at the bar (as discussed in the customer section) would improve the customer experience, and also improve sales of non-alcoholic drinks. There is scope to work with training providers in this sector
  • Merely having a discussion (a ”brief intervention”) with a venue can begin to change perceptions, but a move to action needs a scalable solution, and needs to recognise the venue managers’ biggest pressure – lack of time
  • Rewarding venues through public and peer recognition can be a tool to deliver behaviour change