Bars, pubs and restaurants have long been the place to encourage consumer experimentation on new brands, and while this has been challenged over the last two-plus years, new research shows that once again on-premise is the place consumers will try new drinks brands.
CGA by NielsenIQ’s Australia On Premise Consumer Pulse looks at consumer habits and behaviours and claims that now 60 per cent of consumers are more likely to experiment when out versus when at home.
The research found that the proportion of consumers visiting on-premise in Australia has increased over the last month with those who are going out more often doing so to treat themselves, try new places, or because they are less concerned about COVID-19.
The On Premise is not only a channel for consumers to treat themselves – it’s also a fundamental gateway that drives trial of new drink products, brands, and categories. Thirty-eight per cent of Australian consumers stated they like to experiment and enjoy trying new drinks, while 62 per cent are more likely to trial these new drinks at a bar, restaurant or similar venue.
Both NPD and branded or merchandised events help to build positive brand positioning amongst consumers, with brands that launch recognisable NPD perceived as ‘trendy’, ‘exciting’, and ‘innovative’. The On Premise also demonstrates a high conversion rate, with 60% of consumers trialling new products on exposure to them in the channel.
James Phillips, Director of Client Solutions: Asia Pacific, said: “Drinks brands need to work hard to optimise product launches and enhance brand experiences in venue to cut through the noise, particularly in the RTD and beer categories.
“Brand activations in this channel can be a great promotional tool for drinks suppliers to leverage consumer engagement and build positive positioning, but brands need to explore during which occasions consumers are more likely to engage with branded events and which factors will help to drive positive experiences.
“CGA’s solutions across On Premise data and insights can help suppliers understand how to both optimise branding activations, promotions and marketing materials – and how to measure the effectiveness of these activities.”
