Sport is a key driver of beer volume in GB on-trade
PROOF Research finds 9% of GB on-trade beer volume comes from consumers watching sports. Consumers are equally likely to drink premium lager (30% of volume) and mainstream lager (31%) when watching sports on-trade, creating opportunities for brands across the standard-premium spectrum. Compared to other on-trade occasions, consumers see alcohol content and sessionability as more important when watching sports on-trade. With 47% of beer drinkers opting for the category to “stay in control” and 59% considering alcohol content when purchasing, clear ABV labelling on menus and taps is a good way to win for on-trade venues showing sports.
Furthermore, new research from Sky Business and CGA by NIQ revealed the positive impact of live sports for on-trade operators. When live sports are showing, 87% of consumers said they would stay out longer, and 75% would visit the on-trade with a bigger group than they usually would. Sports can also help build loyalty for on-trade venues, with 89% of consumers saying they would be more likely to revisit a venue if they know it shows live sports.
Sources: PROOF Insight Consumption Moments Research, Sky Business and CGA by NIQ, Propel
Growing preference for tech, but consumers still want human connection
More consumers are using technology while in the on-trade. 71% prefer to use technology exclusively or combined with human interaction. In 2020, just 43% of consumers used tech-based solutions to order and pay for food. Speed (50%) and convenience (49%) are the key benefits of tech for consumers. However, 3 in 5 still want to place orders and pay bills face-to-face and have their food and drink prepared by people.
Sources: Propel, Technology report from Zonal & CGA by NIQ
Workers prefer to forgo after-work drinks and have a meal instead
6 in 10 consumers are now avoiding having drinks with colleagues after work, with 35% of workers seeing them as a complete waste of time. Ten years ago, 80% of people would go to a pub with workmates at least once a week. Workers also feel that after-work drinks aren’t inclusive as they don’t cater to non-drinkers. Instead, 62% would prefer a foodie evening with no alcohol. This year, corporate businesses plan to increase their spending on staff events by 80%, creating opportunities for the on-trade.
Sources: Propel, Daily Mail
Think pink: the drinks industry gets Barbie-inspired
Cocktail bar group Tonight Josephine and Fulham’s Neverland are among the venues hosting Barbie-themed parties celebrating the film’s launch on 21st July. But what will fans be drinking? PROOF predicts the tequila-based Pink Paloma with grapefruit soda will be in demand, along with pink Prosecco and strawberry Malibu-based cocktails, now that Malibu has overtaken Aperol as the number one specialty liqueur on-trade.
Sources: Spirits Business, PROOF Insight Summer Serves report
Sources: Drinks Business, Spirits Business, Propel
Sources: Drinks Business, Spirits Business