Intentional visitation and value-driven choices
Consumers are becoming more deliberate about their On Premise experiences, focusing on quality and value for money:
- Frequency of visits is rising, with monthly averages increasing from 5.3 (Oct 2023) to 7.2 (Sept 2024), and weekly visits up 10% year-on-year.
- Visits are concentrated around fewer occasions across fewer channels, driven by intent rather than spontaneity.
- Drinks choice is dependent on occasion type, with spirits owning the high tempo space for three quarters (75%) of consumers, beer more centred around live sports viewing (39%) and wine having the best opportunities during formal dining occasions (42%).
- Promotions play a significant role in attracting new patrons. Meanwhile, overall quality of experience encourages repeat visits.
The top factors shaping value perceptions are:
- A good deal (44%)
- Worth its cost (40%)
- High quality (36%)
The appeal of experience-led visits
The reason to go out continues to dominate On Premise visitation:
- Events and special occasions now represent 39% of total visits (+4pp year-on-year).
- Food-led occasions, while still substantial, have dipped to 29% (-4pp year-on-year).
Furthermore, younger demographics favour dynamic, experiential venues. Bowling venues (+13pp for 18–34-year-olds) and arcade/amusement bars (+9pp for 18–34-year-olds) lead the charge, Although they’re less popular (-16pp) among the 55+ audience.
Food’s starring role in On Premise visits 
Food remains a cornerstone of the On Premise experience, with growing overlaps between eating and drinking occasions:
- Half (50%) of consumers visit for food-led occasions weekly, compared to 36% for drink-led occasions.
- Visits are increasingly shifting to earlier dayparts for both eating (+19pp) and drinking (+9pp).
Additionally, drinks choices are more heavily influenced by food pairing, with 41% of casual dining visitors and almost two thirds (63%) of formal dining visitors saying they’re influenced by food pairing recommendations when choosing their drinks.
The growth and diversification of RTDs
RTDs are no longer just a favourite of younger consumers, but are now gaining traction and becoming a force to be reckoned with across all demographics:
- 55% of consumers now drink RTDs (up +7pp since March 2024).
- 52% of RTD drinkers consume them almost every time they go out, (+3pp).
- The late-adopting 55+ demographic is warming to RTDs, with a +9pp increase in regular consumption since March 2024.
What this means for industry stakeholders
These findings emphasise the importance for drinks brands, manufacturers, and suppliers to strategically align with consumer priorities by:
- Investing in promotions and offers highlighting value, without compromising quality
- Tapping into experiential trends by partnering with relevant venues to organise high-energy or themed events
- Collaborating with relevant venues to create compelling food and drink pairings, in turn driving incremental opportunities in dining settings
- Staying ahead of the RTD trend by catering to a more diverse audience with tailored offerings
To learn more about consumer perceptions and interactions with the Australian On Premise in 2024 and beyond, get in touch with Tom Graham at here or download more information about OPUS here.
