For the Christmas and New Year period, Brewhouse & Kitchen has reported liquor and food sales up 7%.

Pre-booked party covers were up by 14% across the company’s 22 sites, and gift experiences saw a significant 50% increase.

Brewery experience days, which offer guests the opportunity to become a brewer for a day, was the biggest selling gift. The company has also reported that sales of its overall experiences grew 22% year on year in 2019.

Matt Preisinger, head of marketing at Brewhouse & Kitchen, said: “At Brewhouse & Kitchen, we are happy to report a growth in our beer sales. However, what has driven fantastic growth is the innovation that has driven the sector, and will continue to do so.

“On-site brewing keeps flavours within pubs fresh, and customers coming back for more. The rise of craft ale, in particular, is really appealing to those who seek innovative flavours, and the extraordinary rise in regional microbreweries is testament to this.

“We fully expect that the industry will continue to enjoy superb growth. At Brewhouse & Kitchen, we identified that many of our target customers are now focused on experience-based rather than physical gifts, so we tailored our offering towards that.

“We developed new visuals for social media, a suite of video work for digital advertising, TV screens in the brewpubs, and a refreshed design on all promotional materials to help capture this market, and these results demonstrate the success of this strategy and the hard work of the teams across the country.”

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