The on-premise space has always been something of a black hole for many of those supplying the channel: a fragmented market and disparate data make for a frustrating time when trying to define and build effective strategies. And the unpredictability of the past 18 months has only made things more challenging.
Additionally, many venues are now looking to their suppliers more than ever to help them understand the triggers and behaviours that sit behind the purchase.
The last time Shopper Intelligence reported on the on premise shopper (or “patron”) in 2018, the world was a very different place as was the on-premise liquor patron.
One of the most striking shifts has been in the age of those drinking on-premise. In 2018, nearly half of patrons in pubs and venues were aged between 25-39 years. That same cohort is now five years older and the predominant age range in venues has increased accordingly, up to 30-44 years.
Only 11 per cent of on-premise drinkers are now under 30 years old.
This cohort is also in a different life stage, so suppliers are now more likely to be marketing to young or middle family households than the “SINKS & DINKS” of five years ago.
In terms of habits, the weekend is still the big focal point for on premise consumption, but its relevance has waned since 2018 when 2 out of 3 on-premise occasions were on a Friday, Saturday or Sunday. Wednesday is now comfortably the third biggest day of the week.
Under non-lockdown conditions, we can expect this broader spread of occasions through the week to continue thanks to greater workplace flexibility, home working and so forth – another important indicator for businesses in terms of when they should be targeting patrons.
In off premise liquor coverage, Shopper Intelligence talk a lot about ‘understanding what’s important to your shopper’. This is a far more specific proposition in comparison to the generic profile of ‘who that shopper is’. And Shopper Intelligence believe that the same understanding should be front and centre when considering the on-premise consumer.
Shoppper Intelligence’s David Shukri recently conducted a poll, asking people what they expected would be the most desired improved to a venue for on premise drinkers. Only 36 per cent correctly identified the priority as being venues to make sure their favourite drinks are always available.
Mr Shukri adds, “Beer drinkers over-index considerably on this desire, whereas for RTD drinkers, the opposite is true – they’d most like to see more new product innovation coupled with making it easier for them to make their choice, either from the bar or a drinks list.”
David Shukri will host Thursday’s Shopper Intelligence webinar on Thursday on:
- Getting specific: hone in on the who, when, what and how of your on prem shopper
- Nailing their choices: build your plans around their path to purchase, when they’re making their drinks and venue decisions and how you can influence them most effectively
- Brand where it counts: identify the mindset, the occasions and the opportunities you can best leverage to embed your brand, not just for on prem sales, but for loyalty in the off premise as well.
Join the webinar on Thursday, 29 July at 11am. Registration can be made here.
Shopper Intelligence is a Corporate Partner of the Drinks Association.
