Charlie Mitchell, global head of consumer research and insight, shared expert advice for seizing the opportunities at the recent Bar Convent Berlin event. Here are five of his top insights.
1 Get front of mind for everyday moments
REACH data indicates that spending is being squeezed in many parts of the world, and On Premise visits have dropped by 3.4% year-on-year. But beneath the surface are some major changes in dynamics—including a shift towards everyday occasions. Lower-tempo, routine visits now account for 53% of all occasions, which is up by 6 percentage points year-on-year. Choices during small group meetups or after-work drinks tend to be more habitual and mindful than on other visits, which means brands need to stay familiar and own being a part of a ritual. Trust is also crucial, because consumers want to be sure that their drinks will deliver consistent quality.
2 Earn a share of events
Another important shift in spending has been towards big events like public holidays and sporting occasions. CGA by NIQ’s On Premise trading data shows the ten most valuable days of 2024 made up 5 percentage points more of the year’s total sales than they did in 2023. This concentration of spending plays to the advantage of premium brands that are positioned as indulgent or distinctive. Event-driven visits also bring more experimentation, with average category repertoires increasing by 6%. This heightens the opportunity for bartenders to influence choices. There are many more insights into how to secure these endorsements in CGA by NIQ’s Global Bartender Report.
3 Help people have fun
As well as understanding when people visit bars, restaurants, cafes and other venues, it’s vital to appreciate why. REACH reveals that spirits consumers share many of the same reasons for going out that other On Premise users have, like socialising and relaxing. But they differ in some important ways. Nearly half (46%) of spirits drinkers say they go out to have fun—10 percentage points more than the all-consumer average. They are also 6 percentage points more likely to want to celebrate, and over-index by 11 percentage points for letting loose. It’s vital for brands to be available when people want to have fun.
4 Be Instagrammable…
Social media has become a very powerful driver of sales. It creates a space for venues with striking aesthetics, and two in five (39%) consumers say they find the idea of socials-friendly bars appealing—far more than the 14% who find them unappealing. Brands that capture guests’ attention on Instagram and other platforms—especially through visually compelling serves, as well as their own social feeds—will be best placed to build reputation among these digital-savvy adults.
5 … But be there for those who want a digital detox
Although social media activity is crucial, demand is growing for venues that support digital detox. A new breed of bars offer space for people to unwind, be present and engage in social interactions free from distractions, like Sydney Bistecca, New York’s The Palace and Verona’s Al Condominio. Nearly half (48%) of consumers now find the idea of these bars appealing, while only 14% think they are unappealing. For drinks brands, it’s essential to identify the best part to play in this new age of disconnection and help people make meaningful connections.
CGA by NIQ’s REACH research provides many more insights into the behaviours and preferences of spirits consumers, with in-depth analysis of occasions, channels, categories and much more. To learn how the research can help brands meet the needs of drinkers around the world, and how insights can be tailored to the needs of specific portfolios, contact the CGA team.
