Weekly Newsletter from PROOF Insight

PROOF: Flavoured Cider Research; 56% see pint prices as unaffordable; Decline in after-work drinks

Research News

Opportunities for flavoured cider innovations within the fastest growing category in GB on-trade

Of all drinks in the GB on-trade, cider is seeing the strongest growth. Annual volumes are +6.9% ahead year-on-year and it is gaining volume share over other drinks (+0.4%). June’s record-breaking warm weather gave cider volumes a boost but its relative affordability compared to other drinks is also a factor during the cost-of-living crisis. Almost a third of cider drinkers (30%) see cider as the best value-for-money option in bar, pubs and restaurants, second after beer.

While apple cider is key to any range, with over 1 in 2 (55%) cider drinkers preferring simple apple cider, flavoured ciders volumes experienced a significant growth spurt in the 4 week period to 17.06.23, outpacing apple cider growth (+18% vs. +13% month-on-month). Apple cider purists are in the minority, only 1 in 2 (22%) actively dislike trying flavoured ciders, while over half (55%) like trying different flavours. 49% like trying newly-released drinks highlighting the need to offer innovative cider flavours on a regular basis. However, cider drinkers are more willing to try new flavours if a friend is buying, underlining the importance of offering samples to encourage purchases.

Sources: PROOF Insight POURTRAITS May and August 2023, BBC, CGA OPM 52weeks/4weeks to 17.06.2023

Find out more about the cider research

Industry news

56% see pint prices as unaffordable

Research from CAMRA revealed that 56% of British adults see pint prices as either fairly or very unaffordable. The research unveils the impact of the rising cost of beer in the on-trade – recent ONS data stated the average pint of draught lager had risen in price by 12% in the year to June 2023. Despite affordability concerns and price rises, PROOF’s research showed that consumers still see beer as the best category in terms of value for money.

Sources: PROOF Insight, CAMRA, Propel, Morning Advertiser, ONS

After-work drinks occasions decline as workers asked back to offices

Zoom has become the latest company to get employees back into the office at least two days a week. Moves like this could help revive weekday post-work occasions in the GB on-trade, which are yet to return to previous levels. Just over 1 in 5 (22%) of under-45s have been for after-work drinks in the 3 months to July 2023, down from 26% May and 28% in September 2022. Previously we reported how younger workers would prefer less alcohol-focused socialising, and more of a food focus.

Sources: PROOF Insight POURTRAITS research July 2023, BBC

Strange brews & news

Bacardi’s great escape

This week, Bacardi took advantage of the recently opened Battersea Power Station to open an escape room in partnership with Inception Group. Guests can choose their first cocktail from the venue’s custom, 1950s themed list – but they will need to solve a clue to get their second drink. Will more spirits brand piggyback on the growth of experiential concepts?

Sources: Spirits Business

Investments, acquisitions and openings

• Street food village brand STACK is to open its first site in Northampton, it will be located in Market Square and will consist of restaurant, bars and entertainment venues
• Cult New York restaurant Llama Inn will open in London in September, in the rooftop space at The Hoxton hotel in Shoreditch
• True North Brew Co has been rescued out of administration by Cocktails and Craft Beers Limited, it employs 325 people and has 12 pubs and bars across South Yorkshire
• Flight Club has opened its first site in Scotland. The Glasgow venue brings the total in the estate to 11
• Molson Coors Beverage Company is set to purchase Blue Run Spirits, the producer of bourbon and rye whiskies, for an undisclosed sum

Sources: Langton Capital, Restaurant

Product launches and campaigns

• Mezcal brand Quiquiriqui has launched a bag in box serve for the on-trade. The five litre box aims to tackle the issues with glass packaging by replacing seven 700ml glass bottles
• The Glenlivet has debuted two ready to serve whisky-based cocktails; New Manhattan and Old Fashioned
• American Airlines is now serving Ferrari Trento DOC Italian fizz, replacing Champagne
• Champagne Laurent-Perrier has announced it is teaming up the new UK-based air passenger carrier, Global Airlines
• Scotch Malt Whisky Society has partnered with Joelato, an Edinburgh-based ice-cream to create an experimental sorbet with its new chilli-infused dram
• Sake Sling is now available in the UK, the Sake-based RTD comes in yuzu & melon, mandarin & cherry
• Duvel Moortgat’s non-alcoholic beer La Chouffe is now available in Asda
• Captain Morgan’s has added to its portfolio with Black Spiced, with an abv of 40%

Sources: Spirits Business, Drinks Business, The Morning Advertiser

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