This research from CGA surprised us: Sparkling wine isn’t the most popular option for Valentine’s Day. Soft drinks (28%) and beer are. They are both tied at 28%. Rounding out the list is Table Wine (27%) and Cocktails (25%), with Sparkling Wine/Champagne sitting fith at 24% in terms of categories consumers are planning to drink. This trend in planned consumption may also be influenced by the overlap with Superbowl Sunday, with 28% planning to celebrate Valentine’s Day earlier on Sunday 13th February.
The latest CGA study also finds 41% of US consumers are planning to visit On Premise to celebrate Valentine’s Day, and, as reinforced in CGA’s BeverageTrak data, the occasion typically sees consumers opting for fine dining restaurants (41%). However casual dining chains (30%) and independently owned restaurants (29%) also rank highly, highlighting that there are additional opportunities for these channels.
While the Superbowl is not traditionally seen as an On Premise event, CGA’s research reveals more than a quarter of consumers plan to visit the channel for the game and that 39% are planning to celebrate Valentine’s Day earlier to avoid a clash. Of those planning to visit venues on Sunday, 68% are planning a pre-game visit but 55% plan to stay to watch the game in the On Premise.
Not surprisingly, beer (53%) tops the list of drink categories consumed during the Superbowl, but vodka (25%), shots (24%) and cocktails (22%) also rank highly as On Premise visitors celebrate during the game. While just over half of visitors plan to go to sports bars for the Superbowl, neighborhood bars (27%) also see a boost in terms of planned visitation.
Consumers are less concerned about COVID-19, a fact reflected in the lifting of mask mandates, with 20% of consumers reporting that they are not concerned about Covid-19 at all. While this sentiment varies on a state-by-state basis, with those in Florida the least concerned about COVID-19, overall planned visitation has seen an uptick versus last month, with 39% planning to visit the On Premise in the next week (+6pp vs January 2022).
Looking ahead to future events, around 1 in 8 U.S. consumers plan to visit the On Premise to celebrate Mardi Gras, and again – Beer (41%) and Vodka (33%) prove popular, but Tequila (29%) and Cocktails (27%) are also favored.
“Consumers are showing their love for the On Premise this weekend, demonstrating they’re keen to celebrate occasions in their favorite venues rather than staying home, as concerns about COVID-19 fade away. There’s a lot for suppliers to take away from these insights, particularly in terms of drinks categories as we see Spirits and Cocktails continue to grow in popularity. CGA’s On Premise Cocktail Report delves deeply into the dynamics of this ever-evolving category and reveals how seasonally-focused trends translates into brand opportunities and helps drive sales,” Matthew Crompton, CGA Regional Director – North America, said.