CGA’s OPUS research highlights the popularity of bars and restaurants here. Two in five (39%) of its consumers visit for drinks at least weekly, and 82% plan to increase or maintain their frequency of visits in 2024. With nearly half (48%) of consumers likely to recommend a drinks brand after a positive experience with it, the On Premise is the perfect place to grow awareness and create brand ambassadors.
CGA’s On Premise User Survey (OPUS) and other services have the essential insights that are needed to understand and engage Belgium’s consumers. They were presented by client solutions director George Argyropoulos at the Gondola Day in Belgium on Thursday 16 May—and here are just five of the top takeaways.
1 Wine, soft drinks and beer most popular
Half (50%) of Belgians drink wine in the On Premise, making it the most popular category ahead of soft drinks (46%) and beer (45%). Rosé is a particularly strong segment, and consumers are 16 percentage points more likely to buy it than elsewhere in Europe. Craft beer is another valuable category, as Belgians are 21 percentage points more likely than the European average to choose it.
2 Gin the top choice in spirits
OPUS shows gin is Belgium’s top spirit, drunk by 19% of consumers when out, followed by vodka (17%), rum (15%) and whiskey (15%). Cocktails, chosen by 29%, are another valuable source of spirits sales.
3 Restaurants and cafes lead channels
Restaurants are Belgium’s top On Premise channel, typically visited by 79% of consumers. Cafes are the next most popular, with 53% visiting—more than double the number elsewhere in Europe (23%).
4 The power of recommendations and menus
OPUS also reveals the key factors for suppliers to consider when positioning drinks brands. Bar staff recommendations and menu descriptions are the top two influences, so investment in these two areas can pay dividends.
5 Social media a big influence
Social media platforms are another factor in consumers’ decision-making. Well over two thirds (70%) of Belgian consumers say they check a venue’s online reviews at least occasionally before visiting, and nearly half (45%) actively seek out positive reviews before choosing a place to go.
CGA’s OPUS research provides many more exclusive insights into consumers’ engagement with Belgium’s On Premise, including sentiment, food and drink trends, paths to purchase and dayparts, plus expert analysis of important topics like brand values, technology and alcohol moderation. It helps suppliers and operators understand consumers’ latest needs, develop channel strategies and optimise the influence of social media, bar staff and other sources of recommendations.
OPUS is just one part of a suite of global services from CGA that also includes sales tracking and breakdowns of the outlet universe. To learn how the solutions can transform sales and marketing strategies and help businesses gain sales and share, contact George Argyropoulos at George.argyropoulos@nielseniq.com.
