Two in five (40%) On Premise users told CGA’s latest REACH survey that they are likely to pay extra for a better quality drink—and just over quarter say high quality is more important to them than a year ago. This indicates the scale of the premium opportunity in Austria’s pubs, bars and restaurants, and also suggests that some consumers are starting to spend more freely after the cost of living crisis.
Financial and health reasons mean many guests are choosing to buy fewer but higher-priced options drinks. Asked about their spending plans with a fixed amount of money, nearly two thirds (62%) say they would buy one or two premium or super-premium drinks—far more than the number opting for four or five lower quality ones.
CGA’s consumer research is complemented by data from Outlet Index, the exclusive tracker of licensed premises in Austria that helps suppliers, operators and investors optimise their strategies. The database of more than 35,000 outlets highlights the significant value to the premium market of four- and five-star hotels, especially in city centres. Vienna, Imst, Landeck and Schwaz all have above-average concentrations of premium-focused venues, while ski destinations including Kitzbuhel and Zell-am-See also have high densities.
Outlet Index provides much more analysis of venues that are optimum targets for premium brands, enabling suppliers to fill in distribution gaps and ensure sales teams make the most of their time spent on field trips.
Carmela Asinas, Client Solutions Manager – EMEA at CGA by NIQ, said: “Austria’s relative affluence and high proportion of upmarket venues make it a prime target for premiumisation in Europe. It’s encouraging to see from our REACH data that interest in quality is rising, and high-standard brands will be priority parts of suppliers’ portfolios in 2025. Understanding exactly why, where and when people are trading up their choices is crucial, and our REACH research and Outlet Index provide the ideal building blocks for winning On Premise strategies.”
Carmela Asinas
CGA’s REACH research delivers expert insights into consumers’ engagement with the On Premise in Austria and dozens more countries worldwide. The Outlet Index solution meanwhile creates Austria’s best ever view of the size and shape of the out-of-home drinks market, with breakdowns by trading style, location and much more. Bespoke analysis of both datasets is available to help suppliers tailor their brand tactics for separate channels and locations.
To learn more about the benefits of REACH and Outlet Index, contact the CGA team.
