Some 8% of consumers visited On Premise venues for late night occasions in the past three months, two thirds paid extra for higher quality drinks. That’s according to CGA’s Consumer On Premise Impact Report. Whiskey and Tequila are obvious beneficiaries, but so, too, are heer (44%) and cocktails (40%).
The report finds that two-thirds of consumers have visited restaurants or bars for food-led occasions in the past two weeks, while around two in five have done so for drink led occasions. Seven out of 10 consumers say they plan to eat out on premise during the next two weeks and almost half plan to head to venues for drink led occasions. Beer and cocktails remains the most-consumed alcoholic drink categories in bars and restaurants.
Some 20% of on-premise visitors say they have visited craft breweries in the last three months. Not surprisingly, independent breweries local to the consumer’s region are most popular with craft beer drinkers, especially in California, CGA finds, closely followed by local, independent microbreweries. Half of craft beer drinkers consume lager, making it the single most popular style of craft beer, although various alternatives are also proving popular and demonstrating high consumption rates.
“Despite concerns around inflation and the increase in cost of living, it’s clear that there are significant opportunities within the On-Premise channel for drinks suppliers to promote their more premium brands. What is key is how these brands are positioned to consumers, and when – with the late-night occasion posing a particular advantage for brands that are perceived as being higher-quality. This is just one example of how consumer behavior has shifted,” said Matthew Crompton, CGA regional director-North America.