SUMMER | SECTOR FOCUS
where people consumed many pre-mixed drink formats , as well as customers now being more health conscious and choosing lower calorie alternatives . The company has also seen a rise in demand for low ABV beers .
Nick Crow , production manager at London-based Bar Live , says customers have become more knowledgeable about where products have come from and what is in them . Vegan wines and gluten-free beer have become staple Bar Live offerings at Cambridge Folk Festival , and a large proportion of its coffee sales at Winter Wonderland last year involved alternative milk products . Non-alcoholic beer has also been a strong seller for the company .
Says Crow , “ Consumers are understanding if not every option is available when they ’ re purchasing a drink in the middle of a field in the countryside , but it ’ s important that operators understand on-going trends and are able to deliver where possible and if appropriate .” few years . It has become an interesting and valid addition to UK festivals with caterers specialising in this field and producing really good , wholesome , food offerings .”
London-based events and bars operation Peppermint , which is now 50 % owned by sports and hospitality caterer
Levy UK + Ireland , is working on events this year such as Lytham Festival , Mighty Hoopla and BST Hyde Park . Peppermint co-founder Adam Hempenstall says he is continuing to see increased demand for premium products : “ Despite the current squeeze on spending , people are still willing to upgrade to enhance their experience .”
Hempenstall has also found that packaged drinks , such as hard seltzers and RTDs ( ready to drink ) have become
“ You ’ d be surprised how many things come from Ukraine , such as wheat and sunflower oil . Those costs have escalated and we ’ re feeling the effects now . Even our chicken prices have doubled since last year .”
increasingly popular and can account for up to 25 % of sales at Peppermint ’ s events . He says the trend may be down to the lasting effects of the Covid-19 lockdowns ,
Going green When it comes to sustainability , Crow has found that each event operator and promoter has a different approach , and as a result concessions operators need to remain flexible : “ At many events it may be that a fully compostable cup or reusable hard plastic cup is required ; or the promoter wants to focus on electricity being turned off overnight on fridge trucks and lighting rigs ; or forbidding the use of diesel generators and implementing a 100 % green-fuel policy .”
Based in Norfolk , Firewater Bars works on small-scale festivals such as Ilusive , Maui Wauie , and Equinox . Its owner , Louise Render , who also works on the main stage production at Boomtown Fair , says that moving to a more environmentally-friendly menu is not cheap : “ You ’ ll buy a case of Coca Cola for £ 10 , but to get a Karma Cola , which is an ethical brand , you ’ re looking at £ 23 a case .” A major priority for Firewater
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