Charlie Mitchell, CGA by NIQ’s global head of consumer research and insight, shared expert advice for building loyal fans through experiences at the recent Bar Convent Berlin event.
Here are five of his top takeaways.
1 Consumers love hospitality
While sales have been under pressure in some On Premise channels and categories this year, the sector has enduring appeal. CGA’s 2024 REACH survey shows more than half (52%) of the global population use it at least weekly, and 61% say it plays an important role in their life. They love the connections it makes with family, friends and colleagues, and the space it gives them to relax, celebrate and have fun.
2 Experience is everything
When they go out, consumers are looking for more than just food and drink. Experiences are the true north of the consumer compass, giving them powerful social currency and updating their brand of self. As one REACH respondent put it: “I want a story to tell—an experience that I can remember and share with friends.”
3 People need Instagrammability
Social media is at the heart of consumers’ lives now, and it has a big impact on their On Premise choices. A desire for visual appeal plays to the advantage of cocktails, and brands and venues that create aesthetically pleasing drinks have a head start. More than a third (35%) of bar staff told CGA’s exclusive Global Bartender Report that bold and vibrant cocktails with social media appeal would be popular this year—making it the number one trend. Getting bartenders on-brand is vital, because their endorsement works: 95% say the recommendations that they make to guests are bought every or almost every time.
4 Venues want suppliers’ help
Operators want help to achieve an advantage on platforms like Instagram and TikTok. Three in five (62%) actively seek out partnerships or collaborations with drink suppliers who have a strong social media presence, and even more (69%) say if a drinks brand was trending on social media, it would influence them to stock it.
5 There’s a need for the new
Consumers have come to expect memorable things when they go out. Around three in five (58%) say new and unique experiences are either expected or exceed expectations. At a time when consumers have high cost pressures and a lot of venue choice, they want to be sure they’re going to get something different. This also applies to cocktails, as bartenders report being asked for new twists on a wide range of classics like the Old Fashioned, Negroni and Aperol Spritz.
Watch Charlie’s presentation here
CGA’s REACH research delivers global insights into consumers’ engagement with drinks in 38 countries, while the Global Bartender Report provides the latest intelligence on bar teams’ needs and preferences. To learn how CGA’s exclusive data can sharpen strategies in all drinks categories and channels, and discuss research tailored to the needs of individual brands, contact the CGA team.
