The answer to this is more complex—and more critical—than ever before.
Luxury consumers are redefining expectations across the hospitality sector. For them, brand prestige, emotional connection, and elevated serve experiences aren’t just desirable—they’re essential. As a result, drinks suppliers aiming to thrive in this high-value space must evolve rapidly, starting with a deep understanding of who these influential consumers really are.
Recognising this shift, CGA by NIQ is helping industry stakeholders navigate the nuances of the luxury segment, offering rich insights into the behaviours, motivations, and expectations of today’s premium drinkers. This intelligence empowers brands to tailor their strategies, refine their offerings, and connect more meaningfully with a consumer base that values experience as much as product.
From how luxury consumers choose venues to what drives their purchasing decisions, CGA’s intelligence reveals the subtle dynamics that define this market. It’s not just about being seen—it’s about being felt. In a sector where perception is everything, standing out means delivering more than just a drink. It means crafting a moment, a memory, and a sense of belonging.
Luxury consumption is evolving at pace
On one hand, Gen Z and millennial drinkers are challenging traditional definitions of luxury, favouring experience-led, digitally savvy, and emotionally resonant brands.
On the other, high net worth individuals remain loyal to heritage and storytelling, but expect pristine service and menu cues to match.
This means the old playbook no longer works. Tailored insight is essential to guide portfolio strategy, engage with luxury venues, and build brand value that resonates.
Insight meets opportunity
Luxury is no longer defined by price alone, it now hinges on perception, precision, and emotional connection. Brands must understand the emotional and experiential dimensions of luxury to unlock its full potential, even beyond premium ranges.
And success lies in knowing who the luxury drinker is – both demographically and psychologically. This empowers them to align serve with sentiment and craft stories that resonate with the setting.
Luxury encounters are led by 25–35-year-olds (73%) and 18–24-year-olds (53%), each with distinct motivations and expectations. Brands that anticipate and adapt to these shifts will be the ones defining the future of luxury drinking in the On Premise.
Cracking the Luxury Code
Traditional luxury research—especially with high-net-worth audiences—has long been seen as expensive, complex, and limited in scope. That’s why CGA by NIQ has pioneered a more collaborative, cost-effective model, giving industry stakeholders access to rich, actionable insights without the premium price tag.
This smarter, three-phase research approach offers a robust view of the luxury drinks consumer:
- Quantitative surveys with premium consumers across the UK
- Online focus groups revealing the “why” behind luxury choices and menu psychology
- Interviews with On Premise professionals from luxury venues, about their experiences with luxury drinkers, suppliers, and best practices to enhance advocacy, foster deeper relationships, and position themselves for long-term growth in the premium On Premise space.
CGA turns a much-needed lens on what luxury really means in 2025, helping drinks brands and suppliers:
- Produce brand stories that click with both subtle connoisseurs and status seekers
- Convert the 38% of On Premise consumers who identify with luxury into loyal brand advocates
- Engage luxury-focused venues with tailored activations and aligned values
- Position innovation and premium serves on the menu
- Strengthen venue delivery and bartender collaboration through deeper consumer insight
Commercial Leader – UK & Ireland Rachel Weller said: “Understanding the luxury consumer is no longer a nice-to-have—it’s a business imperative. The On Premise is being reshaped by a new generation of drinkers who value experience, emotion, and authenticity just as much as heritage and prestige. CGA by NIQ’s insight gives us the clarity to navigate this complexity, helping brands connect with high-value audiences in ways that are meaningful, measurable, and built for long-term growth across luxury portfolios.”
Commercial Leader – UK & Ireland Rachel Weller said: “Understanding the luxury consumer is no longer a nice-to-have—it’s a business imperative. The On Premise is being reshaped by a new generation of drinkers who value experience, emotion, and authenticity just as much as heritage and prestige. CGA by NIQ’s insight gives us the clarity to navigate this complexity, helping brands connect with high-value audiences in ways that are meaningful, measurable, and built for long-term growth across luxury portfolios.”
CGA by NIQ provides a best-in-class suite of research, providing On Premise stakeholders with a comprehensive and authentic view of the modern luxury drinks consumer, and enabling a holistic understanding of the behaviours, preferences, and motivations framing purchasing decisions. Contact us to learn more about identifying your luxury consumer here.
