The research, presented exclusively at the Publican's Morning Advertiser Beer Innovation Summit today, revealed that 85% of early adopters, say that they are likely to try new things in the on-trade. Early Adopters are characterised as younger in age and have a higher social status.
CGA research has found that this type of consumer visits the on-trade 1.6 times a week (higher than the 0.9 times a week majority). They are likely to be highly sociable and open to digital/viral marketing. These consumers are also most likely to be seen in quality, trendy pubs and bars
CGA chief operating officer Phil Tate, speaking at The Publican Morning Advertiser’s Beer Innovation Summit, said: “Our research shows that Beer needs to innovate as the market shakeout means there is a danger of beer being left behind.
"Increased choice in the on trade combined with competition outside the category has declined beers share of Beer, Wine & Spirits by 1.5%. Beer has a 70% share of outlets exiting the market, but only a 52% share in new openings.
"Two key innovative trends currently being seen in the beer category are 2.8% low ABV beers and American Craft beer. Whilst consumer awareness of 2.8% beers is very high, conversion to trial is low. On the flipside of this lies American Craft Beer which has very limited awareness yet a high conversion to trial showing that the category is one of huge potential.”