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CGA’s On Premise User Survey (OPUS) highlights premium drinkers’ deep knowledge of whisky and its characteristics. A fifth of them say they consider the age (20%) and smell (20%) of a whisky before buying, and nearly as many think about the heritage of the product (17%), the brand’s back story (16%) and region of origin (16%). All these numbers are significantly higher than among other consumers—an indication that premium drinkers are much more demanding on these points and want to know if a manufacturer is a genuine whiskey expert.
The importance of brand reputation is emphasised by the OPUS finding that 71% of premium whisky drinkers ask for a specific brand when buying—12 percentage points more than all consumers. Well over half of them (57%) buy Japanese brands, making them the country’s favourite ahead of Scotch (34%) and American (24%) brands.
OPUS also flags premium whisky drinkers’ favourite channels. Four in five (79%) of them say they buy whiskey in bars, while well over half do so in nightclubs (64%) and hotels (58%). They are also much more likely than standard whisky drinkers to purchase in premium restaurants (18%) and karaoke bars (24%).
The research provides vital intelligence on how to influence purchases in these venues. Nearly half of whisky consumers say menus (49%) impact choices, while prices (41%) and other cost-related aspects like Happy Hour deals (14%) are important too. Making experiences unique, through tactics like seasonal or limited availability options (19%), exclusive products (12%) and distinctive presentation (11%), can also be effective. Recommendations are a factor for 16% of whisky drinkers—double the average of 8% among all consumers.
There are opportunities to recruit new premium drinkers, OPUS shows. While only 14% of all consumers only buy premium or expensive brands, more than half (53%) buy them at least sometimes, while choosing value options on other occasions. Brands with the right proposition and positioning can attract these mixed-purchase consumers to trade up their orders. Emphasising the artistry of production, and strategies like limited-edition offers or special events, can help enhance the allure of premium brands.
Yukawa Nobuyuki, CGA by NIQ’s client solutions director, said: “Japan’s premium whisky consumers are an exceptionally valuable group, and to target them effectively it’s essential to craft narratives that resonate with their discerning tastes. Exclusivity and sophistication are key, both in the products manufacturers provide and the in-venue experiences that operators deliver. With so many whisky brands and expressions now available, suppliers must understand premium drinkers’ latest needs and preferences, and CGA’s insights can help them enhance brand perceptions, connections and loyalty.”
CGA by NIQ’s OPUS service provides extensive analysis of Japan’s premium whisky market, plus expert insights into consumers’ engagement with all areas of the On Premise, including channel, category, occasion and much more. For further information, click here and contact CGA by NIQ’s experts.
