Findings from CGA by NIQ’s The Australia Consumer Pulse Report on changing consumer behaviour during winter see an opportunity for cocktails to heat up.
The report reveals over 50% of Australian consumers switch their visitation habits based on the time of year. Hot drinks, for example, are consumed more frequently by 37% of consumers during the winter, and 42% are more likely to experiment with cocktails. This presents an opportunity for suppliers and operators to promote winter-themed and hot cocktails on drinks menus to cater for consumers seeking to experiment during the winter months.
Caroline Ashford, podcaster for The Kindred Spirit agrees there is an opportunity in the cooler months for venues to experiment with winter-style cocktails.
“Drinks like hot buttered rum, spiked hot chocolate, gin eggnog, and mulled sloe gin, as well as spiced cider and gin toddy, are a trend that we have seen to encourage consumers to drink hot cocktails in the winter. Hot toddies and mulled wine have been around forever,” she says.
The report also explores the types of channels popular with consumers during the season, with casual dining restaurants and pubs being visited more often during the winter and casual meals being the most frequented occasion, emphasising the value of this relaxed occasion.
The On-Premise provides a volume opportunity for festival and event attendees, with over half of consumers visiting or planning to visit a hospitality venue for these occasions, with the top occasions in June being The State of Origin series (24%), The King’s Birthday long weekend (24%) and Vivid Sydney (19%) Once more, suppliers and operators can work together to provide drinks ranges that align with and enhance the experiences of these occasions.
“It’s easy to think summer is the season where the On-Premise thrives, but our report shows how the winter season holds huge potential for brands, suppliers, and operators looking to capitalise on offerings that aren’t as popular in summer. Understanding the changing seasonal nuances is the key to year-round On-Premise success. CGA’s On Premise User Study (OPUS) can help maximise On-Premise potential by providing channel, occasion type, and category insights to help you build a winning wintertime On Premise strategy,” says James Phillips, Client Solutions Director – ANZ.
For more information, visit NIQ.com or www.cgastrategy.com.
