PROOF: Flavoured Cider Research; 56% see pint prices as unaffordable; Decline in after-work drinks
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
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
Sources: Langton Capital, Restaurant
Product launches and campaigns
Sources: Spirits Business, Drinks Business, The Morning Advertiser