The survey of 1,000 people, commissioned by Kopparberg this month (May), also found 46% believe evening drinks with friends make the UK feel summery with 63% likely to spend more time outdoors locally this summer.
The study was commissioned to mark the launch of Kopparberg’s Bring Me Sunshine campaign “celebrating the people who bring colour, energy and confidence to the moments around them”.
A spokesperson for Kopparberg said: “Our pub gardens are the heartbeat of the British summer. When the sun’s out, the beer garden becomes the place to be and that creates a huge opportunity for operators to drive footfall, dwell time and sales.”
Sunshine-inspired glassware
And rather than focusing on picture-perfect beaches or summer clichés, the campaign is “built around a more real, more human version of sunshine: the feeling that comes from making your own choices, bringing your own energy and turning everyday moments into something brighter”.
Launching on Friday 22 May, a £6m campaign titled Bring Me Sunshine will run throughout the summer across TV, social, streaming channels and out-of-home, supported by activation across grocery stores, convenience retailers, pubs and bars.
Kopparberg is also introducing sunshine-inspired glassware to the on-trade plus a refreshed packaging look and feel from June.
The cider brand will provide 260 free trade activation kits, “to surprise and delight activity in Greene King sites and high-impact beer garden takeovers across five key cities”.
Pub garden after work
Kopparberg head of marketing Rob Salvesen said: “Summer has often been sold as something that happens somewhere else – on a perfect beach, under a perfect blue sky, in a perfect moment. But that is not how people really experience it.
“The moments that make summer feel like summer are often much closer to home. A BBQ with friends. A pub garden after work. A day out. A festival. A spontaneous plan that turns into a great memory.
“Bring Me Sunshine is about celebrating the energy people bring to summer, not just the forecast or the destination. Kopparberg has always stood for colour, flavour, refreshment and easy-going confidence, and this campaign brings that feeling to life in a bigger way.”
