Research shows potential for growth in post-work spirits

By James Wallin, M&C Report

- Last updated on GMT

Related tags: Alcoholic beverage

The research also showed that spirit drinkers are the keenest to consume alcohol out of the home
The research also showed that spirit drinkers are the keenest to consume alcohol out of the home
New research has shown that pubs and bars could maximise profits by capitalising on latent demand for spirit-based drinks in the early evening.

A poll by CGA Strategy found that while 60% of those surveyed drank spirts between 7pm and 9pm, the figure was only 19% between 5pm and 7pm.

The research also showed that spirit drinkers are the keenest to consume alcohol out of the home, with 86% of them going out more than once a month—compared to 67% of non-spirit drinkers.

CGA Strategy client services director Rachel Perryman said the figures show there is an opportunity to create activation solutions in the post-work and early-evening trading periods.

She said there was work to be done in conveying messages about the relative value and strength of spirits—with many people unaware that the ABV of a spirit and mixer is comparable to that of more popular post-work drinks like beer and wine.

Perryman added: “The challenge is to understand where, when and why people choose to drink spirits—and to make them more aware of the superb quality and versatility of drinks available to them now.”

The exclusive research was presented at the Publican's Morning Advertiser​'s Spirits Summit last month, where Perryman added that pubs can steal market share from nightclubs by recommending spirits suggestions alongside food, but still need to overcome challenges about consumer perceptions of price, ABV and units per drink.

Related topics: Spirits & Cocktails

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1 comment

Post work drinking

Posted by David Pott,

There is room for growth in after-work drinking period.

Our spirit sales plummeted with the onset of the recession. While post work drinking has recovered slightly spirits were never really a choice even in the boom period of the early 2000s.

As a real ale drinker I was certainly never remotely tempted to opt for a spirit while drinking in a pub. Even in the days I had a normal life after-work spirit drinkers always seem a little suspect.

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