Understanding Drinking Occasions and Unlocking Potential Customers - UK - August 2009
The first part of this report focuses on how drinking behaviour differs considerably depending on the occasion. For example, lager, bitter, stout and cider are seen as drinks for a ‘standard night’ in or out, while spirits and cocktails are seen as almost exclusively for the ‘big’ occasion. Meanwhile, men tend to drink lager when out but switch to wine when they drink at home. Sharing a bottle of wine with a partner, family or friends is an ideal compromise, something that is collective as well as pragmatic, unlike lager, which is not only drunk individually but also is not so appealing to women.
The second part of the report focuses on actionable ways to encourage people to try new drinks. An analysis of potential drinkers shows that cocktails have the most leverage to increase consumption, with almost four in ten adults who do not currently drink them being prepared to consider doing so.
When asked what would influence them to try new drinks, the majority (six in ten) of non-drinkers cite a free sample taste as the single most enticing factor, ahead of a price discount.
The report answers the following questions:
How much do people spend depending on the occasion?
How do consumer drinking habits change according to different occasions, both in-home and in the on-trade?
What is the growth potential of the major alcohol categories and how can this be made actionable for marketers?
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