Findings: The on-trade drinks market is experiencing a trend towards premiumisation, with consumers choosing to drink less but better quality drinks. This trend is expected to continue, driven by a desire for value-for-money at the higher end of the market.
Key Takeaway: The focus for the on-trade drinks industry should be on offering and highlighting premium choices to drive revenue and profit. This means providing drinks that are high quality, trustworthy, and worth the price.
Trend: The trend towards premiumisation is being driven by several factors, including a growing interest in health and moderation, the influence of social media on purchasing decisions, and a desire for sustainable and ethically produced drinks.
It is about whom: The trend is being driven by consumers who are willing to trade up to higher quality drinks, even if it means drinking less overall. This includes those who seek out new and exciting drinks on social media, as well as those who prioritize sustainability and ethical production.
Description of product/service: The article refers to a wide range of alcoholic drinks available in the on-trade market, including premium spirits, wines, and beers.
Conclusions:
Premiumisation is a key driver of value sales in the on-trade drinks market.
Consumers are willing to pay more for high-quality, trustworthy drinks that offer good value for money.
Health, moderation, and sustainability are important factors influencing consumer choices.
The on-trade industry should focus on offering and promoting premium drinks to capitalize on this trend.
Implications for brands:
Brands should focus on developing and promoting premium drinks that offer a unique and high-quality experience.
They should also highlight the value for money of their products, emphasizing their quality, trustworthiness, and sustainability credentials.
Brands should leverage social media to reach consumers and create excitement around their products.
Implication for society:
The trend towards premiumisation could lead to a more sophisticated and discerning drinking culture, with consumers prioritizing quality over quantity.
This could also have positive implications for public health, as consumers may choose to drink less alcohol overall.
However, the focus on premium products could also lead to increased prices, potentially making it harder for some consumers to access high-quality drinks.
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