More than 40% of customers opt for a higher-priced drink when visiting the on-trade, lapping up luxury artisan brands instead of mainstream drinks.
Consumers are now more than ever likely to upgrade their beverage to something extra special when drinking out of home, with more than half (54%) of 18 to 34-year-olds buying into the category and driving its growth.
Volumes of super-premium
The analysis shows the spirits category is most likely to enjoy this effect, with volumes of super-premium up 12% for the year ending June 2017, according to CGA.
The six key trends include:
- Youngsters driving super-premium trend
- Drinkers crave new experiences
- The value of the mixer
- A rise of super-premium
- The diversification of beer
- People will pay more for premium
Beer has also seen an uptick in premium sales, with craft volumes rising 14.5% for the same period.
The research emphasises the huge value premium and super-premium drinks creates for pubs because consumers splurging in the category will spend more.
Those customers who buy in the category spend an average of £116 a month, compared with £92 for those who do not.
The Going Premium report suggests key steps operators can take to capitalise on the fast-moving trend, including sharpening focus on range, price point and serving style.
CGA chief executive Phil Tate said: “The shift towards premium brands has been one of the most fascinating trends in drinking out in recent years.
“This report casts new light on the factors behind premiumisation and its consequences, and has some vital insights into the soaring appeal of luxury brands in particular.”
He continued: “Operators will need to stay right on top of drinking trends like these if they are to generate spend and loyalty in this ultra-competitive market.”