How Signature Cocktails are driving footfall in Italy’s On Premise Venues

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The resurgence of On Premise visits is a key highlight of the report, with June seeing a notable increase in consumer footfall despite the unusually heavy rainfall in northern-central Italy, which may have impacted visitation rates in some areas. This trend is expected to continue, with a projected increase of +3pp in consumers planning to go out more often next month. Specifically, 84% of consumers plan to go out to eat, while 59% intend to go out for a drink, reflecting a positive outlook for the hospitality industry. 

A significant 80% of consumers have expressed interest in trying signature cocktails, with more than two thirds (69%) finding them more appealing than standard cocktails. Moreover, almost two thirds (63%) of consumers are more likely to purchase signature cocktails over regular ones when out in the On Premise, with more than a third (35%) ordering them more often than last year.  

This surge in popularity indicates the necessity for drinks brands, suppliers and venue operators to develop targeted promotional campaigns and maintain adequate inventory to meet the growing demand extending beyond traditional cocktail bars. 

Almost half (45%) of Italian consumers are trying signature cocktails in such venues. In addition, they are also enjoying these innovative drinks in bars (35%), pubs (32%), and cafés (23%). 

And the primary drivers for purchasing signature cocktails? More than a third (35%) of consumers desire cocktails crafted by professional mixologists, while almost a third (32% respectively) of consumers are excited to try unique ingredients and also signature drinks exclusive to venues.  

Preferences for signature cocktails are further influenced by better pricing and promotions (28%), additional flavour options (24%), seasonal offerings (20%), and healthier ingredient choices (20%), incorporating another growing trend towards health-conscious consumption. These insights reveal a lucrative opportunity for expanded product offerings in this category. 

By leveraging OPUS insights, drinks brands, suppliers and operators can stay competitive and capitalise on consumer trends by aligning strategies with increasing demand for both On Premise visits and signature cocktails, driving engagement, brand loyalty, and sales. 

Valeria Bosiso, Client Success & Insights Manager – Italy said “Our On Premise solutions provide actionable insights to help drinks suppliers and venue operators to not only meet but exceed consumer expectations, in turn cultivating brand loyalty and driving growth. The clear appetite for signature cocktails presents a strong opportunity for key industry stakeholders to design and deliver innovative, exclusive, and health-conscious product offerings to stand out in a crowded market, meet consumer desires and position their businesses for sustained success.”  

OPUS is the leading authority in the hospitality industry, providing unparalleled analytics and thought leadership to help businesses navigate the ever-evolving market landscape. Our in-depth reports and insights empower industry professionals to make informed decisions, drive innovation, and achieve sustained success. 

For all these reasons, the monthly On Premise Consumer Pulse report is a fast turnaround ‘temperature check’ of the channel and the consumers who visit bars and restaurants in Italy. The study looks into their On Premise behaviour over the past month and tests visit intention for the month ahead, touching on hot topics including signature cocktails in the On Premise. 

Download the free Consumer Pulse Report June 2024 here and get in touch with us to find out more about CGA’s consumer research capabilities here.