‘Bars in 2035: Insights from the Leaders’ is based on the views of nine of the world’s most celebrated, experienced and influential bar leaders, captured at a special roundtable in Madrid chaired by CGA by NIQ, as part of celebrations around the World’s 50 Best Bars.
The new report from CGA by NIQ and SIP by Pernod Ricard, explores the big trends in drinking-out and how hospitality might evolve between now and 2035. Here are eight of the key takeaways.
Bartenders need support
Bar staff love their work, but they want more help—especially on wellbeing and progression. Meeting their needs will help businesses attract and keep more talent, and happy teams mean happy guests too.
Drinkers want value and simplicity
Luxury bars and intricate cocktails are still in demand, but more and more consumers are chasing good value and straightforward classic drinks. Whatever the price that is being paid, consistency and reliability will be the watchwords.
Changing consumption patterns are driving lighter serves
Younger consumers are chasing new social experiences and focusing on their wellbeing. They still want traditional drinks, but they sometimes also substitute for lighter options. This creates opportunities for new sales, but with Gen Z’s expectations so high, bars and brands have to deliver consistent excellence.
Social media rules—but disconnection is coming
It’s hard to overstate social media’s influence on consumers’ decision-making in the decade to come. Influencers and compelling content will make or break brands and venues. But at the same time, a backlash against always-on digital culture is leading some to disconnect and return to mindful, in-person experiences. There are exciting opportunities on both sides of this online-offline world.
Growth needs both global and local mindsets
Globalisation and industrialisation have powered the growth of big drinks brands and diversified people’s choice. At the same time, consumers are sharply focused on their local lives and sustainability. For bars and brands, combining the two outlooks into a ‘glocalisation’ mindset is key.
Alternative forms of intoxication are rising
Bars and drinks brands are rethinking their strategies due to competition from alternative forms of intoxication, which is changing the social landscape in some markets. It will be crucial for bars and brands to find a harmonious way to co-exist in the face of alternative forms of intoxication.
We need to burst the industry bubble
As industry professionals, we like to think we’re on top of all the big trends—but it’s consumers who decide whether fashions stick or not. Fixing this fragmentation, and understanding what the market really wants, will be essential in the years ahead.
Adaptability is key
In a volatile and unpredictable world, all brands and venues need to be ready to flex. The COVID crisis was tough, but it also taught valuable lessons about resilience and the power of connections with consumers. With more challenges certain to come, agility is the priority.
The roundtable was co-chaired by Dylan Battick, consumer research manager at CGA by NIQ, and Charlie Mitchell, head of insights and consumer research at CGA by NIQ. You can download the full report for free here.
