Understanding our customers’ needs and building solutions around them is at the core of our business. One of the best ways that we can do this is putting ourselves in their shoes by drawing on our own experience of working in bars, restaurants or retail. Having spent over 14 years working as a bar tender, trainer, brand ambassador and an account manager before moving into our Spirits team as our Senior Buyer for Spirits, Softs and Beers, Emily Collins has an unrivalled insight into what makes the perfect back bar and the most important factors that influence consumer purchase behaviour in bars.

Tell us a bit about your journey in Enotria and how you got to where you are today 

My background is in bartending in cocktail bars and spirits distribution in the UK. I’ve been with Enotria for 6 years, starting out as an Account Manager in London. I was recommended to work with Enotria through my relationships I built in spirits distribution, where there was an opportunity to learn about wine and bring my knowledge with me to the role. I focused on high volume cocktail bars and chains where their predominant volume were spirits.

I was then promoted to spirits buyer in October 2021, where I’ve been able to advance my expertise in spirits and relationships within the trade.

What are the key elements to a creating the perfect back bar?

The perfect back bar is having the basics covered, combined with variety, no matter the focus of the outlet. A bartender will always need Vodka, Gin, Rum, Whisky, Tequila and Brandies, along with modifiers (eg fruit liqueurs, bitters, juices etc), but also premium options and low and no options. So even if the outlet is a whisky focused bar, I’d still like to see a small, interesting selection of Tequilas and Mezcals.

What is the most important factor that influences consumer purchase behaviour in bars?

The ability to have a conversation with the bartender or server. Most people don’t know what they will order until they reach the bar, so having the opportunity to tell the bartender what they like (or in my opinion more importantly, to tell them flavours and ingredients you don’t like) can help the bartender pick a drink the guest may not have chosen.

Additionally the ability to taste liquids can influence consumer behaviours. For example, it pertains to be difficult to order a non-alcoholic cocktail with a no or low base, as for most consumers the category is an unknown territory, and it can be feel risky and daunting to order and spend money on a drink they’ve not tried, or do not know whether they like it yet. This method can help drive off trade sales, and brand recognition.

Both of these elements take time, sadly the one ingredient that cannot be stocked up on!

What do you see as the key trends in the UK Spirits scene currently?

Low and no is definitely on the up, which beer is leading currently, but consumers want value for money and variety. 

Gin is falling out of fashion, but retains healthy volume. Agave based liquids will continue to grow in popularity, however it will be challenging in the future to find reasonably priced, good quality liquids as the pinas can take a very long time to grow, anything between 7-15 years.

Why should a customer partner with Enotria&Coe to build their spirits list?

We have an excellent range of spirits brands whom we’ve partnered with, helping to create the perfect back bar with a choice of styles. Our team in buying review our offering regularly to see what the customer wants now, and look at trends to see what the customer will want in the future. 

Our account managers are very well equipped to build a spirits offering which caters for the spirit and cocktail consumers, as well as Enotria’s customer’s needs for efficiency and guidance. We also offer WSET training, and have the nicest people in customer services and in our delivery fleet.

What are your top recommendations within our portfolio for the 2^nd half of 2024?

Bladnoch is a selection of Lowland whiskies, all of which are smooth, easy drinking and mixable in cocktails, with a variety of styles and age statements, all perfect for the colder months coming up. We also have Cocktail Keg Co in our exclusive range, a truly outstanding range of premixed cocktails made by bartenders for bartenders – the French Martini is fantastic!