Just one in three drinkers have a ‘local’

By James Beeson contact

- Last updated on GMT

Promiscuous: only 34% of drinkers have a local
Promiscuous: only 34% of drinkers have a local

Related tags: Drink

Only 34% of drinkers identify as having one pub or drinking establishment they use ‘most of the time’ according to new data from the 2017 Marston’s On Trade Ale Report.

The data, taken from a survey of 1,140 people, showed that only 387 drinkers use the same pub most of the time.

Instead, drinkers are more likely to visit a small number of favourite venues, with 44% of people stating this was an accurate representation of their drinking habits.

Drinkers stick to 10 or fewer venues

Of people asked, 22% said they visited many different places and did not have a real favourite.

The survey also revealed that ale drinkers tend to stick to a relatively small amount of pubs throughout the year, with 75% saying they drink in 10 or fewer venues.

Marston’s head of consumer marketing Thomas Lenihan said: “The great diversity of pubs and the variety of their offering is encouraging people to have a number of favourites used for different occasions.

“From a great drinks range to a fantastic food menu or an opportunity to visit with family, it is vitally important that licensees understand the occasions their pub is visited for and how best to utilise them. The quality of service and experience can turn a first-time or occasional visitor into a regular.” 

Personal recommendations most influential

The same survey also showed that personal recommendation was the most influential factor when drinkers were deciding which venue to visit (71%), followed by a pub's promotional offers (33%) and online ratings from websites such as TripAdvisor (20%).

Four in 10 drinkers are influenced by the online presence of the pub on channels such as Facebook and Twitter.

Related topics: Beer

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