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CGA by NIQ’s latest Germany On Premise Consumer Pulse Report highlights the latest trends and challenges across spirits categories, with insights to help all businesses optimise their strategies. Here are five of the top takeaways from the new report.
1 A squeeze on spending
With 38% of Germany’s consumers going out less often than usual, spirits suppliers have to work very hard for sales and share. More than a quarter (27%) say they are drinking spirits and mixers less frequently than they were six months ago—double the number who are drinking them more often (13%). In cocktails, the gap between those drinking less (30%) and more (15%) is equally wide.
2 Pressure on aperitifs, rum and tequila
Not all spirits segments have been equally affected. The Consumer Pulse survey shows a particularly big gap of 17 percentage points between those drinking more or fewer aperitifs. Rum (16 pp), tequila (15 pp) and liquors (15 pp) are similarly affected.
3 Whiskey more resilient
Other segments have protected their sales better. The gap between those drinking whiskey less and more frequently is only 7 percentage points, while gin (11 pp) has fared a little better too.
4 A treat mentality in cocktails
Despite the pressure on spending, consumers still want treats. Around two in five (42%) say they buy cocktails over spirits and mixers because they want to treat themselves—more than the number who are motivated by happy hours or other deals (36%). Tapping into the treat mentality is a powerful way to drive sales at the moment—but the quality and value have to be right.
5 Value to the fore in spirits and mixers
There is a similar treat mentality in spirits and mixers, but value is a bigger factor here. Around a quarter (28%) choose them because they provide better value than other drinks like cocktails, or because they are cheaper (24%). This highlights the need for smart ranging, with good choices at both the premium and budget ends.
CGA by NIQ’s latest Germany On Premise Consumer Pulse Report delivers more insights into spirits, mixers and cocktails, plus analysis of topics including high tempo occasions and food pairings. It also provides the latest data on consumers’ general On Premise spending patterns, channels and occasions.
You can download the full Germany On Premise Consumer Pulse Report for free here.
To learn more about CGA by NIQ’s unrivalled suite of services in Germany and how it can help your business, please email bilal.kaddouri@nielseniq.com.
