Three in five (61%) Gen Z consumers say they visit the On Premise at least weekly, which is 18 percentage points more than the average among all consumers. CGA’s On Premise User Survey and Evolving High Tempo Occasion Report provide the intelligence that is needed to understand this vital market and develop engaging strategies. Here are five of the latest takeaways from the research.
1 Gen Z wants a balance of value and quality
Well over half (59%) of Gen Z consumers say value for money is a key factor in their choice of venue. This makes it the top consideration ahead of the quality of food (53%) and service (50%). They also over-index for interest in cheap drinks, but value doesn’t always have to equate to low cost—just worth the price that is being paid. It means brands and venues that are seeking to reach Gen Z need to hit the sweet spot of accessible pricing and high-quality experiences.
2 High tempo occasions have enduring appeal…
OPUS shows more than a fifth (22%) of Gen Z adults visit the On Premise for high tempo occasions—nearly double the 12% average among all consumers. Of these, more than a third (36%) do so weekly. Some are increasing their visits as pressure on their spending eases, and 31% now enjoy these occasions more often than they did a year ago. This is significantly more than the all-consumer average of 20%, and demonstrates the lasting appeal of high-energy social events in pubs and bars.
3 … But they are changing fast
While demand for these visits is still strong, CGA by NIQ’s exclusive Evolving High Tempo Occasion Report reveals important changes in behaviours. Visitors are increasingly looking for experiential or competitive activities, and food-led venues now account for nearly half (47%) of high tempo visits. Planning and booking have also become much more important aspects. This opens up potential for suppliers and venues to sell drinks to Gen Z guests in advance of their high tempo occasions.
4 Vodka, cocktails and tequila are the top choices
OPUS analysis of Gen Z’s drinks choices on big nights out provides vital support for suppliers’ strategies. Around half (49%) of them drink vodka, making it the top choice ahead of cocktails (38%). Tequila (21%) is now the third most consumed category for Gen Z, following significant growth in recent years. Growing sales in these categories requires a sharp focus on price, special offers and the influence of friends—the three things most likely to influence Gen Z’s high tempo choices.
5 Young adults want to try new drinks
High tempo occasions provide a great platform for brand trial. Nearly three in five (58%) Gen Z adults agree they are more likely to experiment with new flavours or varieties of drinks when out for these occasions than they are on other visits. Successful engagement here can create valuable brand advocates, especially if consumers take their drinks selections into later life too.
CGA’s Evolving High Tempo Occasion Report provides much more analysis of Gen Z’s behaviour in this crucial area of the market, including deep dives into big nights out, ticketed events, bottomless brunches and pub or bar crawls, plus insights from other occasions like competitive socialising and themed events. It helps suppliers understand consumers’ reasons for visit and need states and pinpoint the role of different drink categories along the occasion journey. Consumer intercepts in city centres and suburban areas add in-the-moment insights into behaviours. To discover more, click here and contact the CGA team.
