Spirit-based drinks provide excellent sales opportunities for UK pubs and bars—but more can be done to convert consumers into the category.
Those are among the messages from new and exclusive research into the sector by market consultants CGA Strategy. It finds that spirit drinkers are mainstays of out-of-home drinking, with 86% of them going out more than once a month—compared to 67% of non-spirit drinkers. CGA’s survey also reveals more fascinating insights into the habits and mind-sets of spirit fans, including that:
- Post work spirits consumption is hampered. Only 19% say they drink spirits between 5pm and 7pm—compared to 60% who do so between 7pm and 9pm.
- Restaurants are an area of growth and opportunity. Sales of spirits here have grown by 2.8% in the last year, and in dry-led pubs by 0.7%.
The opportunity
The opportunity for operators and suppliers that emerges from the research is therefore clear: create activation solutions in the post-work and early-evening trading periods, and continue to educate consumers on the role for spirits and cocktails alongside a meal.
CGA Strategy’s findings suggest that operators could capitalise on the high frequency of visits of spirits drinkers by ensuring the category plays a central role in the proposition —by diversifying in range to add a greater variety of premium drinks and mixers, and by refining the standard of their serve.
There is also work to be done in conveying messages about the relative value and strength of spirits—with many people unaware that the ABV of a spirit and mixer is comparable to that of more popular post-work drinks like beer and wine.
Spirits have the potential…
The exclusive research was presented at the Spirits Summit by CGA Strategy client services director Rachel Perryman. She says: “These new figures prove that spirits have the potential to become a far bigger part of the drinks mix for consumers and the outlets that serve them. By putting at the heart of their offers, pubs and bars could generate even greater sales and win all-important loyalty. The challenge is to understand where, when and why people choose to drink spirits—and to make them more aware of the superb quality and versatility of drinks available to them now.”
About CGA Strategy
CGA Strategy is the leading expert in market dynamics for the UK’s drinking and eating out markets.
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