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Tricks that make you buy more alcohol

28th January 2011

BBC Newsbeat looks at how pubs, bars and drink companies work hard to part drinkers from their cash.

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With latest figures suggesting that people in the UK buy £37bn worth of alcohol each year, bars and drinks companies are prepared to go to great lengths to part people with their cash.

And there are a number of techniques that are used to try to steer pub regulars to certain products.

With the bar at the frontline of the drinks battle, it is estimated drinkers spend three seconds deciding what to buy with many focussing on the products directly in front of them. As a result, there is big competition for companies to get their brands in those slots.

For alcopops it means the top row of the fridge, for spirits hanging right behind the bar and for beer the most eye-catching beer pumps possible.

Loud music is also used as technique as bars do not want customers chatting quietly. DJs are often asked to play unpopular tunes at intervals to get customers off the dance floor and to the bar.

Heating, also is often turned up higher than it should be to get people drinking more to cool down.

Skilled staff also “upsell” products and offer larger measures or doubles, while bars deliberately employ attractive staff because figures show they sell more drinks.

Because eight out of f10 drinkers do not know what they want before they walk through the bar door, advertising is crucial and drinks companies will often offer bar staff incentives if they agree to put up promotional material.

 

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