What the Millennials say about pubs

By Nicholas Robinson contact

- Last updated on GMT

Social media: Millennials explain why they go to the pub
Social media: Millennials explain why they go to the pub

Related tags: Social media, Alcoholic beverage

Drinks offers, atmosphere, ‘shareability’ and the entertainment available in the pub play a big part in where Millennials choose to spend time in the on-trade.

That is according to a panel of four Millennials at The Morning Advertiser’s ​MA500 event in Liverpool today, where four consumers aged 20 to 27 were quizzed on what keeps them in or out of the pub.

For the majority of the panel, the drinks offers available, such as two-for-one deals, would sway them to visit an outlet.

The way drinks looked and whether they were good enough to share on social media was a big deciding factor of where to go for one of the group.

‘Drinks promotions’

“For me, it’s drinks promotions [that help decide where to go], but the main reason now is about the innovative cocktails,” said 27-year-old Becky.

“Social media is a big thing when I go out with my friends I like to check in on Facebook and SnapChat things, showing off cocktails. I’m probably a social media addict, so I check in everywhere I go,” she added.

The majority of the panel regularly visit their local pub to have a few drinks with friends, but would rather go into the city for a big night out.

It was agreed they spent less drinking in the pub and were willing to pay more for drinks on a night out in the city.

“We go to our local Greene King pub and have a few drinks in there and the atmosphere is good,” said 25-year-old Paddy, who added friendly, welcoming bar staff keep him coming back to his local.

Entertainment was another key deciding point for the panel when it came to choosing where to go for a drink.

‘Old-school juke boxes’

Two said a pool table in a pub would be attractive to them, while Beck said: “One place I go to has just got old-school juke boxes and that’s a main reason for us to go there.”

While a lot of research suggests millennials and other consumers are concerned about drinking too much alcohol, and consume alcohol-free drinks on nights out, this idea did not appeal to the panellists.

Michael, 20, said: “Even if you’re having food, you feel almost obliged to have a pint, even if it’s just one. Non-alcoholic beers wouldn’t be an option for me, I don’t see the point.”

However, Becky, saw non-alcoholic options as attractive and added: “I go to the pub to have a drink.  I’m not one for a non-alcoholic beer, but I have gone for mocktails. I think it’s good when they mirror the ones with alcohol so you don’t feel left out.”

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