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More than two thirds (67%) of French consumers are planning to watch the Euros 2024. Among these viewers, the majority intend to watch the games from home (53%) or at bars and pubs (28%) in the On Premise. These findings present a unique opportunity for industry stakeholders to optimise their strategies and increase both footfall to venues and sales during the tournament.
Beer is the preferred drink when watching the games for 45% of On Premise visitors choosing it over other options. Soft drinks (28%), aperitifs (26%), and cocktails (20%) also rank high among the top choices in bars, restaurants, and other venues. While beer leads by a large margin, these diverse preferences indicate a broad consumer base. Relevant offering in supply and demand is an effective way to meet varying consumer needs and choices.
Drinks brands and suppliers, with a clear understanding of these consumer preferences and behaviours, are equipped to align product offerings and marketing strategies, encouraging more consumers to brand consumption. For example, special promotions on beers and aperitifs during match times, or introducing themed cocktails to enhance the in-venue match experience can help recruit drinkers and drive sales.
Furthermore, setting the scene supports inventory alignment efforts. For this purpose, hosting viewing parties and creating an engaging atmosphere can also draw in more customers, ensuring businesses don’t miss out on potential sales, and turning one-time visitors into repeat customers.
Julien Veyron, Client Solutions Director – France said: “Significant sporting events like the Euros 2024 are golden opportunities for the On Premise to drive sales, visitation and advocacy when consumer demand is high. So, it makes a real difference for drinks suppliers and operators to adapt to consumer preferences to make the most of it. Our latest report offers the insights needed for informed decisions to shape winning strategies during and beyond the tournament.”
CGA by NielsenIQ’s Consumer Pulse Reports and OPUS survey deliver comprehensive analysis of consumers’ engagement with the Beer category in France’s On Premise, by channel, category, occasion and more. To learn more, get in touch here.
