Burns Night on January 25th marks the birth date of Scottish poet Robert Burns. It’s the perfect time of the year for a celebration to beat the winter blues. Many consumers will jump at the chance for an interesting night out after a month of hibernating following Christmas. With a little forward-planning, savvy hotel operators can capitalise on the opportunity and make this Burns Night one to remember.
Isle of Arran Distillers produce the world’s only official Robert Burns Malt and managing director, Euan Mitchell, has some advice about how you can make the most of the opportunity:
1. Find your style: Whether you’re hosting a traditional Burns Night with a haggis, or putting your own spin on the evening with an ‘alternative’ Burns Night, it’s important to pick a style and stick to it. Work out what will appeal to your regular customer base and work from there to also attract new consumers into your venue.”
2. Set the mood: “Music is essential to a successful Burns Night but it doesn’t have to be all about the bagpipes. If your evening is more contemporary then it’s a good idea to choose a soundtrack to match.
“Setting a dress code can also help get people in the mood so if you’re holding a traditional night then it’ll be tartan all round.”
3. Get the right food: “The star of the show is normally a haggis which is piped in to the sound of bagpipes, toasted with a dram of whisky and pierced with a dagger before being eaten.
“This ritual can be very effective way to build an atmosphere, but if you’d rather opt for something a little less traditional then why not try basing your menu around contemporary Scottish produce. With ingredients such as Scottish smoked salmon or mussels you can create unique and modern dishes with genuine appeal for consumers whilst still offering a nod to tradition.”
4. Know your whisky: “Whisky plays is a central part in a Burns Night celebration as Burns famously had a taste for the spirit, so it makes sense to offer drinkers promotions linked to quality whiskies.
“Each year there seem to be more celebrations in the on-trade and it’s pleasing that people continue to remember the work of Burns as part of Scottish heritage by going out to celebrate in bars and pubs across the UK. Some might say there’s even potential for Burns Night to become the Scottish equivalent of St Patrick’s Day!
5. Choose the entertainment wisely: “At a traditional Burns Night celebration the first entertainment starts after the meal and is accompanied by plenty of whisky. Often a signer will perform Burns’ songs, or a poetry reading will take place. This is then followed by speech about the life of Robert Burns and a toast ‘To the Immortal Memory of Robert Burns!’
“A second round of entertainment generally precedes the Toast to the Lassies before the final Burns readings; Reply to Toast to the Lassies and a Vote of Thanks. A traditional celebration ends with a rousing rendition of Auld Lang Syne which will end the evening on a high.
“Many hotel operators might prefer to put a modern spin on the entertainment. A contemporary spin could involve a whisky tasting session held after the meal, a comedian, or Scottish dancing to get guests in the party spirit.
“It doesn’t matter if your evening is modern or traditional – the best Burns Night celebrations combine tradition, good food, whisky and good company so if you’ve got these things the rest will follow.
6. Train your staff: “Staff training is very important as employees should be well-versed on the different whiskies on offer and be able to offer advice about the different styles which work well with the menu for the evening.
“It’s also important that staff are aware of the event well in advance so they can tell customers about what’s going on.”
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