How will the Australian on-premise sector recover? CGA presents its latest data
CGA by NielsenIQ’s Scott Elliott and James Phillips explored how On Premise trends have shifted in Australia since the pandemic and how these trends compare to the global recovery of the channel.
Elliott had just arrived from the UK, coming to Australia especially for the presentation and to launch the new BeverageTrak service to industry.
He said: “The on-premise: it's really the place where we build brands, we build emotional connection to brands and when you look at the experimentation and trial that happens in this channel, there is no other channel like it."
"Thirty-six per cent of consumers say they actively go to the channel to experience new brands. One in four people are happy to trade up if you can persuade them to do so. And three out of five people say the brand experience in on trade influences their purchase in off trade."
Elliott and Phillips co-presented at the breakfast to a full room at the Kirribilli Club and explored: the premiumisation vs polarisation trend, examining the ongoing growth of the Cocktail category, the increasing interest in hard seltzers amongst consumers, and how On Premise occasions have shifted post-pandemic.
To read more about the findings shared on the morning, click here.