Agenda

08.30 Registration and refreshments

09.15 Chair's opening remarks
Defining premiumisation and how this relates to the licensed trade in the current market

CAROLINE NODDER, EDITOR, THE PUBLICAN

09.25 Opening keynote address
            Tailoring a premium approach to increase profits and enhance your business appeal

• Responding to tough market conditions with innovative development
• Understanding your company ethos and style so that you can build on this through premiumisation
• Identifying increasing customer desire for quality and originality and securing greater customer yield through exceeding expectations

STEVEN BARTLETT, CEO, COFFEE REPUBLIC
One of the best known, successful premium brands in the coffee market

09.55 Analysing premiumisation as a growing market trend and predicting its importance for increasing revenue in the on-trade

• Examining the downturn in profits in the on-trade market
• Exploring consumer trends
• Understanding how market figures translate into profit

PHIL TATE, HEAD OF INSIGHT, CGA STRATEGY
The UK's leading market intelligence company for the licensed on-trade industry

10.25 Attracting additional customer groups from choosing premium alcoholic beverages

• Gaining new business from selecting greater variety stock and imported wines and beers you can't buy in the off-trade
• Valuing hand-pulled real ales and benefiting from monitoring the condition and testing to ensure quality
• Tailoring your premium alcoholic drinks towards the female customer
• Demonstrating your commitment to promoting responsible drinking through emphasising quality before quantity

PHILIP LAY, RETAIL DIRECTOR, SA BRAIN AND CO LTD
Wales' leading drinks and hospitality company

10.55 Morning refreshments and networking

11.25 Revitalising business by responding to increasing customer desire for superior soft drinks

• Understanding how to capitalise on increased demand resulting from health messages and changing consumer tastes
• Overcoming the difficulties of breaking into a new market and competing with established mainstream suppliers 
• Maximising overall cash profits on soft drinks sold
• Recognising the importance of marketing soft drinks to the adult market by ensuring diversity of premium product and attractive presentation

LAWRENCE MALLINSON, OWNER, JAMES WHITE DRINKS
Fine soft drinks makers, best known for Big Tom, and expanding in the on-trade

11.55 Panel debate 
           Analysing premium product development and promotional strategies to exceed expectations and achieve maximum profit

• What are customers looking for in a pint, spirit or glass of wine?
• How can you differentiate in terms of quality, innovation and style?
• How can you enhance business by building strong relationships between brands and retailers?
• Can retailers learn from the premium developments brands are making?

DREW MUNRO, GENERAL MANAGER, BEAM GLOBAL UK
SIMON THOMAS, DEPUTY MANAGING DIRECTOR, PERNOD RICARD UK 
IAN SMITH, COMMERCIAL DIRECTOR, MATTHEW CLARK
BARRY CHEVALLIER GUILD, PARTNER/OWNER, ASPALL

12.25 Lunch and networking     

13.40 Increasing food quality and output to rival local restaurants: food strategies, provenance and ethical options explored

• Tackling the practicalities of sourcing food locally and using provenance as a unique selling point
• Increasing flavour by selecting free range, organic and exotic products
• The ethical argument: assessing the case for using fair trade
• Simplifying your food strategy while improving quality

STEPHEN MAGORRIAN, MANAGING DIRECTOR, BOTANIC INNS

Large Northern Irish company with quality and innovative food development

14.10 Growing the business and improving the brand experience through reflecting customer values

• Understanding the relevance and importance of customer values
• From customers to advocates - creating ambassadors for the brand
• The importance of allowing customers to drive the brand experience

LUCY KNOWLES, MANAGING DIRECTOR, CORNEY & BARROW WINE BARS

Successful leading chain of City wine bars

14.40 Securing more business and greater profit margins through sophisticated design and presentation

• The exterior: making people take notice and catering for smokers and sunshine with well planned and inviting outdoor areas
• The interior: capitalising on your company style and enthralling customers with a premium, unique offering they don't have at home
• Recognising the importance of quality bathroom facilities, lighting and music to extend the customer's stay and secure repeat business
• Supporting premium products with excellent presentation: the little things that really count

NICK PRING , OWNER, REALPUBS
London-based expanding portfolio of 'pubs with character'

15.10 Embracing superior customer service and overcoming recruitment concerns to support your quality business effectively 

• How do you recruit the right staff and keep them?
• Training your staff to ensure they have the best skills and product knowledge to enhance the customer experience
• Analysing the latest customer service approaches
• Exploring the possibilities of hospitality and membership

ANDY SPENCER, SENIOR OPERATIONS DIRECTOR, GREENE KING
UK leader with an award winning in-house management training programme

15.40 Afternoon refreshments and networking

16.10 Promoting your premium business with a cost-effective marketing strategy

• Exploring advertising mediums and determining what lessons can be learnt from the wider retail sector
• Incorporating PR and branding into your business plan in order to make the most out of your premium package
• Mastering web marketing to capitalise on this underused medium and showcase a stylish offering to match your business

BEN KAY, HEAD OF PLANNING, RKCR/Y&R
Leading marketing agency, responsible for profitable Marks and Spencer adverts

16.40 Interactive discussion session
Delivering sustained growth through investing in premiumisation

Discuss industry concerns and issues raised throughout the day in order to reach conclusions as to how best to drive your business forwards.  Covering:

• Building retailer and brand relationships
• Development strategies to capitalise on the desire for premium

Chairman: ADAM WITHRINGTON, HEAD OF FEATURES, THE PUBLICAN

The session will be led by a selection of the day's speakers.

17.10 Chair's closing remarks

17.20 Networking drinks reception