Majority of consumers 'reluctant to try new alcoholic drinks'

By James Wallin

- Last updated on GMT

Related tags Alcoholic beverage

The research shows drinkers often stick to tried and tested favourites
The research shows drinkers often stick to tried and tested favourites
Almost eight out of 10 drinkers rarely or never try new alcoholic drinks according to research by Canadean which shows that 77% of out-of-home drinkers eschewing new products and 32% opting for brands they know and trust.

The analyst group calls this a concern for developing the market but believes new flavours and seasonal offerings will keep the market from stagnating.

When asked why they weren’t trying out new products, 21% of consumers said that there were no new drinks on offer that they liked, and 14% were unaware of new products on the market.

Sam Allen, an analyst at Canadean, said: “With the vast diversity of products available at pubs, bars and clubs, consumers are faced with a myriad of alcoholic beverage options, and in the face of so many new drinks they often stick to tried-and-tested favourites.”

The report suggests that manufacturers should offer new products and market them in the right way to the right audience to encourage consumption.


More than half of the survey respondents (56%) who do regularly or often try new alcohol drinks when out said they experiment with new flavours, and 33% enjoy sampling locally made products.

Allen said: “Many consumers are becoming bored with traditional flavours, particularly in beer, which has resulted in the rapid growth of smaller scale brewing and craft production.”

Seasonal flavours are chosen by 25% of drinkers regularly try new drinks with summer and winter varieties as have been demonstrated in the cider market proving popular especially if they are introduced as a limited edition.

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