USA (May 9, 2022): CGA’s Consumer On Premise Impact Report uses data from a survey (April 27-29) of nearly 1,600 consumers within Texas, California, Illinois and New York to explore their expectations, desires and how they plan to behave in the next two weeks.
Overall visitation
. Around two thirds have visited restaurants and/or bars for food led occasions in the past two weeks, compared to just under two in five doing so for drink led occasions
. Future visitation looks to remain consistent with seven in ten planning to eat out in the On Premise during the next two weeks and two in five heading to venues for drink led occasions
. Beer and cocktails remain the most consumed alcoholic drink categories in bars and restaurants
. A vast majority of consumers remain eager to visit the On Premise in the near future, with four in five intending to make their next visit to bars/restaurants within the next fortnight
Festivals
. Half of consumers have visited an outdoor festival/concert pre-COVID 19, while one in five have visited one in the last year.
. Two in five festival attendees tried a new drink brand when attending the outdoor festival/concert, showing the potential to attract new consumers to brands at such events.
. This is emphasized by the fact that a third of festival goers are likely to try a new brand during an outdoor festival/concert and subsequently continue to drink it in bars/restaurants.
. With over 60% of 21-34 year olds being likely to visit an outdoor festival/concert in 2022, it emphasizes the opportunities to use these to help target younger consumers.
. At music festivals, half of consumers attending such an event are likely to consume more drinks than they would on a typical visit to bars/restaurants. These are high-tempo occasions for many. Matthew Crompton, CGA Regional Director – North America, said: “The resurgence of festivals presents great opportunities for drinks brands to target younger consumers, especially as two in five festival attendees try new drinks brands
