Americans Return to Breweries, Wineries

In the final quarter of 2023, the outlook for wineries and brewers is positive, remaining consistent across the last six months. This according to US On Premise Impact Report from CGA by NIQ.

Four in Five consumers visit three or more times during the last three months. Three in five consumers have visited the On Premise during the past week and a similar number intend to visit in the week ahead.

3 in 10 are prepared to eat, drink and be scary in a venue for Halloween night, with younger people more likely to carve time out of their lives to enjoy some boos.

With more holidays remaining in 2023, On Premise visitation levels look set to continue. More than half of consumers are likely or very likely to visit On Premise to celebrate Thanksgiving, while 56% say they will indulge in the holiday spirit both before and after Christmas Day. 41% say they will see the New Year in bars, clubs and restaurants rather than a private home. This is very popular among people younger than 35.

With the seasons transitioning from fall to winter in the coming weeks, drinks of choice are changing. Most spirit and cocktail drinking say they as often or more than six months ago, however three in five cut down their consumption levels.

Consumers are more receptive to cocktails than spirit and mixer drinks, but motivations to pick one over the other are similar. Wanting a treat and Happy Hour or other deals are the primary reason for buying any drink. But that can vary between visitor and venues in city centers or suburban areas

Regional Director-Americas, Matthew Crompton says; “With the raft of annual celebrations during the final quarter, it’s always a key trading period that can literally be make or break. So, it’s business critical for drinks brands and operators to know their customers and pre-empt changing preferences as the seasons shift. For these purposes, we’ll continue to track and monitor key dates as they approach and explore the specific occasions in greater detail. And with 2024 planning in full swing, there is everything to play for, to not only deliver outstanding results this seasons but to also carry a bit of seasonal sparkle into the new year too.”

Source: Kane’s Beverage News Daily

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