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.