The report combines CGA’s consumer and sales data to provide an expert holistic view of behaviours and preferences, from the crucial Christmas party season to New Year’s Eve. It highlights the size of the prize in the coming weeks, with nearly three quarters (73%) of consumers visiting a pub, bar, restaurant or other licensed venue over the 2023 festive period. With the cost of living crisis easing for some people, there is scope to increase that number in 2024.
However, suppliers and venues will have to give consumers compelling reasons to go out and deliver high-quality and value-for-money experiences.
Here are five of the biggest opportunities:
1 Early December
Big festive days like ‘Mad Friday’, Christmas Eve and New Year’s Eve remain vital for pubs, bars and restaurants. However, CGA by NIQ’s trading data indicates that the first two weekends of December can generate nearly as much revenue, and CGA’s BrandTrack survey shows more than half (52%) of consumers plan to visit the On Premise in early December. With Christmas seemingly starting earlier than ever this year, festive occasions can be expected from the end of November onwards.
2 Markets
Beyond traditional On Premise channels, Christmas markets are an increasingly important target for suppliers. Nearly a third (31%) of consumers told BrandTrack that they plan to visit one this year—5 percentage points more than the figure just two years ago, and more than the numbers planning to use bars (30%), fast food venues (21%) or late night bars and clubs (11%). Understanding markets’ appeal and barriers to entry—especially cost and crowds—and positioning the right brands is vital to success here.
3 Longer serves
As inflation eases, understanding what drink serves consumers perceive as better value for money is more important than ever. The Christmas Report shows a third (33%) of consumers bought fewer drinks than usual in December 2023. However, rather than moving away from specific categories entirely, many are opting for longer serves—such as spritzes or tall cocktails—that deliver more perceived value in each glass.
Crucially, value doesn’t necessarily mean choosing cheaper options. It’s about aligning offerings with what feels worth the price to consumers. Drinks like long cocktails, which provide a lasting experience, or spirits with wide appeal, can meet festive demand while delivering both satisfaction and profitability. Operators who understand and anticipate these preferences will be well-positioned to plan menus that resonate with festive audiences.
4 Festive spirits
CGA’s Daily Drinks Tracker has indicated that spirits sales have struggled for growth this year, but Christmas brings a major opportunity to revive them. Total spirits sales in the four weeks to last Christmas were 29% ahead of the average for the rest of the year. Options with close festive associations, like cream liqueurs, rum, whisky and brandy, all achieved an even higher uplift. This year, around one in six (17%) consumers plan to purchase festive drinks like mulled wine in the On Premise—more than gin (14%) or vodka (10%).
While gin and vodka may not have the same strong seasonal ties, they still offer opportunities for innovation. Creative, festive-inspired serves for these spirits can help brands stand out and appeal to consumers seeking something fresh. By focusing on seasonal favourites while innovating with versatile spirits like vodka and gin, brands and operators can capture a broader range of festive spending.
5 New brands
December can be a great month for suppliers to launch or consolidate fresh brands. Half (49%) of consumers say they are likely to try different drinks when out over the festive period. The effect can be long-lasting, as 84% are likely to repurchase these new drinks.
For suppliers, securing endorsements from well-educated venue staff can be a very effective route to trial, as they are more likely to recommend the brands they know and trust. CGA’s Global Bartender Report highlights that bartender advocacy plays a crucial role in driving consumer choice – more than nine in ten (93%) bar staff suggesting drinks to guests on every shift, and 71% reporting that their recommendations are bought every or almost every time.
CGA’s Christmas Report delivers comprehensive and best-in-class insights into consumers’ habits over Christmas and New Year, helping On Premise suppliers and operators optimise festive sales and marketing strategies. Solutions including On Premise Measurement (OPM) and On Premise User Survey (OPUS) provide even deeper knowledge of Christmas occasions, channels and categories. To discover more and discuss opportunities for expert bespoke analysis, click here and contact the CGA team.
