70% of young people start a night out at home
Over 70% of young people aged between 18 and 25 start a night out by drinking at home or at a friend's house, a survey by market research experts CGA Strategy (CGA) and Galaxy radio has discovered.
Of that figure 20% have more than three drinks before going out, Alison Powell, client account manager for CGA revealed earlier today at the annual WSTA conference in London.
The findings are backed up by figures from Nielsen, also revealed at the conference, which showed shot-style drinks such Jagermeister and sambuca were doing well in the off-trade.
"The specialty spirits segment is up 27%, which has been driven by shot-style brands," Nielsen's Stuart Blunt told delegates.
"This is evidence of consumers starting their on-trade experience at home or at least extending it later in the evening."
