When Guinness doesn't quite hit the spot, hot toddies make you feel like an ageing princess, and rosé just feels wrong: enter mulled wine, the cosy hug your menu's been missing.

As the nights draw in and the festive season approaches, few drinks embody the warmth and conviviality of winter like mulled wine. For the UK on-trade, this is more than just a seasonal staple: it's a proven sales driver. Data consistently shows an uplift in sales of mulled recipes through November and December, with consumers actively seeking out warming, spiced serves in pubs, bars, and restaurants. To capitalise fully, venues must not only ensure they have mulled wine on the menu, but also the right products and flavour enhancers to differentiate their offering.

A (Very) Short, Warm History

Long before Guinness Christmas jumpers and market stalls, both pillars of civilisation, the Romans and the Greeks, were warming and spicing wine. The Greeks, thrifty as ever, refused to waste a thin harvest: heat it, sweeten it, spice it, job done. For centuries the drink was known across Europe as "hippocras," a nod to Hippocrates, the Father of Medicine, who supposedly prescribed it as a tonic to keep winter sniffles (and bad moods) at bay. In Britain, hippocras caught on from the Middle Ages onward, popping up in inns and taverns whenever the weather looked like, well, Britain. Consider mulled wine the original "doctor's order," just with fewer disclaimers and more orange peel. Modern translation for the on trade: your guests have always loved warm, spiced wine; we've simply upgraded the kit, the hygiene, and the glassware.

The Importance of Being Ready

Mulled wine is a high-margin opportunity. It's quick to batch, easy to serve, and brings theatre to the bar. But with increased competition for festive trade, operators should consider variety, quality, and flexibility when planning their mulled offering. Stocking the right wines, spirits, and syrups ensures not just consistency but also the chance to upsell and encourage repeat visits.

Core Wine Bases

Sonberg Shiraz/Mourvedre: For guests who wear a scarf indoors and mean it.
Offering depth and structure, Sonberg makes a robust choice for venues seeking a richer mulled profile.

Palazzo Pisano Merlot: The diplomat of the urn
Soft tannins and ripe plum/black cherry fruit make this a crowd pleasing mulled base; spices integrate smoothly without drying the palate.

Maple Falls Mulled Wine: Batch hero; queue tamer
Pre spiced and ready to serve, perfect for speed and consistency. An essential for busy venues needing to deliver festive serves at volume.

Spirited Additions & Premium Enhancers

Adding a splash of premium spirit can transform a mulled serve into something memorable, justifying a higher price point.

Sipsmith Sloe Gin: For lager loyalists who secretly love jam
Brings a luscious berry sweetness, elevating traditional mulled wine into something more indulgent.

Grand Marnier: Sunshine for when the sun clocks off at 3:58pm
A touch of orange liqueur adds zesty complexity and a festive citrus lift.

Hennessy VS Cognac: Cashmere in a mug
Enhances body and depth, appealing to those seeking a more luxurious serve.

Burnt Faith Brandy: Local swagger; fireside finish
A bold British brandy, offering both authenticity and a unique talking point for customers.

Bristol Syrup Co. Mulled Spice: Like hiring a head chef for your urn
Consistency is key, and this syrup ensures a balanced, reliable spiced profile every time. Perfect for batching, reducing prep time, and avoiding flavour variation.

Tips for Operators

Offer variety: a house mulled wine alongside a premium spiked version gives customers choice and a reason to trade up.

Batch ahead: large-batch preparation reduces pressure during peak service.

Highlight on menus: seasonal serves sell best when promoted; consider table talkers or chalkboards.

Go beyond wine: mulled cider, mulled sloe gin, or hot brandy serves keep menus fresh and broaden appeal.

Mulled drinks are not just a festive tradition, but a valuable sales tool. With the right range, from reliable bases to premium add-ins, operators can ensure they capture the full potential of the season. Being prepared means not only meeting customer demand, but exceeding it with memorable, margin-boosting serves.

Serve something that's hot, delectable, and more addictive than the gravy with your Sunday roast, and you'll have regulars asking if they can book a mug for next week.