Cheers

Cheers

The Beverage Business Magazine for Full-Service Restaurants and Bars

  • Beverage Trends
    • Beer
    • Wine
    • Spirits
    • Wine Reviews
    • Marketing
    • Operations
  • Recipes
    • What I’m Drinking Now
    • Submit a Drink Recipe
  • Resources
    • eRNDC Login
    • SG Proof Login
    • CORE: Children of Restaurant Employees
  • Events & Awards
    • Cheers Beverage Summit
    • Growth Brands
    • BevX Awards
    • Supplier Awards
  • Podcasts
  • E-News
    • E-News Subscribe
  • Digital Issues
  • Cheers@Home

BevX 2020: A Regal Movie Experience

01/22/2020

by: Kyle Swartz

In today’s streaming era, when Netflix and similar services offer consumers unprecedented at-home convenience, theaters must do more to draw people in. It’s no longer just about the movie.

Regal Cinemas has combined the bar and cinema into one enhanced experience. Guests can order beverage alcohol at 251 of the brand’s 564 theaters, while 75 locations offer a Cinebarre with a full range of cocktails, including the popular Jartails line of mixed drinks served in mason jars.

The overall beverage alcohol program, which won a 2020 BevX Award for Best Single-concept Entertainment, focuses on popular wine and beer brands with a national presence and cocktails themed around strong title releases.

Regal on average executes 10 one-month offers tied to a specific movie, often with the cooperation of the studios. For example, Fearful Flavors, Regal’s most successful LTO of 2019, featured trend-forward beverages incorporating unique flavors and a merchandising opportunity fitting the horror movie It Chapter Two. 

Pennywise Punch, served in a themed Tiki mug, was Regal’s most-popular LTO of 2019.

Based on Stephen King’s best-selling book, the movie focuses on the evil clown Pennywise, so Regal worked with Warner Bros. and Beeline Creatives to design a ceramic Geeki Tikis mug that features Pennywise’s face. Guests could upgrade their cocktails with a Geeki Tikis mug for $10 more, or purchase just the mug in a special promotion box for $15.

The specialty cocktails included the Malicious Martini (Ole Smoky Blackberry Moonshine, DeKuyper black cherry brandy and fresh lime juice) and the Taste of Fear Winetail (Rodney Strong cabernet sauvignon, Captain Morgan spiced rum, Monin Raspberry, lemon juice and club soda); and Pennywise Punch (Captain Morgan, Bacardi Superior rum and Malibu coconut rum, orange, pineapple and grenadine). The Punch outsold the others three to one. Beginning in early September—traditionally a slower time for movies—the LTO shattered previous fall beverage promotion records by more than 300%. 

Advertisement

Regal’s overall program rings up more than $50 million in adult beverage sales alone, while the bar footprint grows by a minimum of 20% a year. LTOs typically sell 10,000-plus of the featured cocktails in just three to four weeks, and move upwards of 5,000 Geeki Tikis glasses with each promotion.

Share this:

  • Click to share on Twitter (Opens in new window)
  • Click to share on Facebook (Opens in new window)
  • Click to share on LinkedIn (Opens in new window)
  • Click to share on Reddit (Opens in new window)
  • Click to share on Tumblr (Opens in new window)
  • Click to share on Pinterest (Opens in new window)

Last modified: 01/22/2020

Previous Story:
Brandy’s Many Branches
Next Story:
BevX 2020: How Beverage Boosts Norwegian’s Guests’ Spirits

About the Author: Kyle Swartz

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Recipe Rating




Follow Us

Facebook
Twitter

In The News

  • NYC’s Mister Paradise Unveils New Menu
  • How Much Do Alcohol Consumers Care About Sustainability?
  • Podcast: Beverage Alcohol Trends For 2023
  • Meet The Mixologist: Laura Unterberg
  • TTB Officially Recognizes Singani As Distinct Brandy Type
  • Martha Stewart Launches Low-cal Wine with 19 Crimes
More News >>

Featured Drink

  • Year of the Rabbit
    Year of the Rabbit cocktail

Drink Recipes

  • Year of the Rabbit
  • Viva Magenta Colored Cocktails
  • Winter White Sangria
  • Spirit-free Drink Recipes For 2023
  • Toasty Night by The Fire

Current Issue

Cheers Current Issue

Cheers Magazine

  • About Cheers
  • Advertise
  • Contact Us
  • Subscribe
  • Market Research

Events & Awards

  • Beverage Excellence Awards
  • Cheers Beverage Summit
  • Growth Brands Awards

Magazines

  • Cheers
  • Beverage Dynamics
  • StateWays
  • Beverage Wholesaler
  • Beverage Handbooks (research)

E-Newsletters

  • Better Bartending
  • Cheers
  • Beverage Dynamics
  • StateWays
  • Beverage Wholesaler
  • Beverage Universe
  • Cannabis Regulator
  • About EPG Brand Acceleration
  • Send File
  • Privacy Policy
© Cheers Magazine. All rights reserved.