A survey by CGA Nov. 16-19 found 72% of consumers comfortable visiting venues with indoor seating only. This suggests, CGA said, that concerns around the spread of COVID-19 in the On Premise are easing.
The frequency of visits remains consistent across the past three months, with three-quarters of consumers visiting restaurants or bars three or more times during this period.
Over a quarter (28%) of consumers state that their drink preference changes when drinking indoors versus outdoors, with beer (54%) and cocktails (47%) most likely to see a positive uplift if visitors are sat indoors.
As we move into the colder months, the popularity of specialist winter drinks grows, with Irish Coffee (33%), Hot ciders (30%) and Eggnog (25%) topping the list in terms of popularity
Daypart, the type of occasion and who someone is with are all key influencers on cocktail consumers’ choice of what specific cocktails to drink in bars and/or restaurants
Seven in ten cocktail drinkers look at the menu before choosing which cocktail to drink either every or almost every time with seasonal specialty cocktails and staff recommendations also ranking as important for over two in five category consumers
CGA’s first Cocktail Market Report for the US On Premise will launch in early December, and will allow the industry to robustly track sales of the Top 30 cocktails across states, channels and day parts for the first time, contextualized with the latest consumer views on the category.
One in five consumers state a drinks manufacturer’s sustainability/environmental credentials as being important when choosing a brand to drink in the On Premise. Specific policies that are key in this area include using environmentally friendly packaging and being energy efficient at their production sites.
Matthew Crompton, CGA Client Solutions Director, Americas, said “Following the Thanksgiving long weekend, there’s still plenty to look forward to in the On Premise as we move further into the festive season. Consumers are feeling more confident, and the winter months are not putting them off visiting – highlighting how important it is to understand and take advantage of seasonal drinks trends to maximize sales.”