CGA by NIQ’s February New Zealand On Premise Pulse+ Report takes a closer look at the current landscape of draught/tap cocktails and mixed drinks, with essential insights for suppliers, brands, and operators looking to tap into this developing trend.
The report confirms a robust awareness of draught/tap cocktails and mixed drinks among New Zealand consumers, with more than a third noticing these offerings when eating and drinking out. But negative perceptions are the primary barrier to widespread adoption. This is because many consumers believe draught/tap versions can’t match the quality of a bartender-made cocktail.
However, there’s a silver lining. 42% of consumers are warming to the trend as the quality of these solutions improve, indicating a growing openness to draught/tap serve types.
A key finding is consumer inclination towards classic cocktail types from draught/tap systems. This indicates familiarity might play a leading role in acceptance, with half of consumers expecting to see classic cocktails available on draught/tap. The data also reveals a third of consumers are open to trying ‘classic cocktails with a twist’.
Furthermore, consumers are recognising the benefits of draught/tap options, including less waiting time due to ease and speed of service, perceived lower prices than traditional mixed drinks, and consistency of flavour.
For all these combined reasons, innovation within familiar frameworks could be a successful strategy for drinks brands, suppliers, and operators.
Additionally, there’s a clear opportunity to overcome the scepticism of risk-averse consumers by leveraging bartender recommendation and providing free samples. With a third of consumers still doubtful about draught/tap alternatives matching bartender craftsmanship, endorsement by trusted bartenders can influence perception.
Overall, the report suggests capitalisation on growth potential in this segment when brands, suppliers and venues align their offerings with popular classic cocktails and implement strategies for low-cost trials.
Tom Graham, Senior Manager– ANZ said: “The report is full of insider insights for industry stakeholders seeking to understand complex consumer preferences regarding draught/tap cocktails and mixed drinks and elevate their On Premise experience accordingly. It provides a roadmap for the industry to refine its approach by designing innovative solutions, ensuring the quality and presentation of these offerings resonate with shifting consumer expectations.”
Tom Graham, Senior Manager– ANZ said: “The report is full of insider insights for industry stakeholders seeking to understand complex consumer preferences regarding draught/tap cocktails and mixed drinks and elevate their On Premise experience accordingly. It provides a roadmap for the industry to refine its approach by designing innovative solutions, ensuring the quality and presentation of these offerings resonate with shifting consumer expectations.”
To learn more about consumer perceptions and interactions with the On Premise in 2024, get in touch with Tom Graham at Tom.Graham@nielseniq.com, or download more information and examples of the data and insights included in CGA’s Pulse+ subscription here.
