“The resurgence of festivals presents great opportunities for drinks brands to target younger consumers, especially as two in five festival attendees try new drinks brands when they go to these types of events,” says Matthew Crompton, CGA Regional Director – North America.
A just-released CGA report finds that before Covid, half of all consumers visited an outdoor festival or concert, and one in five have visited one in the last year. About 40% of festival attendees tried a new drink at the festival, which shows, Crompton said, the potential to attract new consumers to brands at such events.
Indeed, when asked a third of festival goers said they are likely to try a new brands during an outdoor festival or concert and to continue to drink it in bars and restaurants. That’s significant since 60% of 21-34 year olds say they are likely to visit an outdoor festival or concert in 2022.
Crompton’s latest report notes that two-thirds of consumers survey had visited restaurants and/or bars for food-led occasions in the previous two weeks, compared to just under 40% for drink-led occasions. Seven out of 10 said they plan to eat out during the next two weeks, and 40% said they plan to visit venues for drink-led occasions.