CGA by NIQ's OPUS Ireland 2022 has revealed that one in five consumers visit the Ireland on premise to celebrate Father's Day, making it more popular than Easter and Halloween for going out. What's more, a deeper dive into the paternal relationship with the on premise underlines the value of fathers as a potentially lucrative consumer group.
Details
In terms of the day itself, consumers who go out for Father's Day are higher frequency visitors to the on premise as a whole. In fact, 46% of them go out every week. They are also generally more inclined to visit bars and pubs with a food focus, for special occasions, and for everyday eating out.
As a demographic group, fathers represent even more of a prize to hospitality venues. Over half go out every week, which is 12pp more than average consumers. Plus, their monthly spend on eating and drinking out is 22% higher than average.
With that in mind, what are dads drinking when they're visiting the on premise? They are more likely to drink beer in the on premise than the average consumer (+21pp). In addition, they have distinctive tastes within the beer category, with more (+5pp) preferring domestic brands, and over a third drinking craft beers.
On top of their preference for heritage and artisanal beers, premiumisation is also at play. There is a higher likelihood of fathers ordering premium domestic beers (+4pp), with a quarter only drinking these. Conversely, two-thirds drink premium and value products, reflecting that variety is key to winning over this invaluable demographic.
Moreover, dads are supremely loyal to Irish beer brands, with 76% saying they drink this category practically every time they go out. This allegiance extends to their chosen brands, too, with ‘my favourite brand’ of domestic beer being the single most driving factor when placing their orders at the bar.
In terms of how frequently they indulge in their favourite tipples, fathers are +11pp more likely to opt for craft beers during most visits. On top of this, they have the highest propensity for drinking craft porters and Imperial stouts, based on the "traditional flavour" of these drinks.
Statement By Client Director - Ireland
Sian Brennan, client director - Ireland said, "Father's Day itself is a mid-range annual occasion for driving business in the on premise in Northern and the Republic of Ireland. It ranks below key celebrations, such as Christmas and Valentine's, but it's bigger than Easter and Halloween, making it a worthwhile occasion for brands and operators to put in place specific activations and promotions.
"Perhaps more interestingly than the day itself is the overall year-round value of this demographic to bars and pubs. Not only are dads above average visitors to the on premise. They are open to new premium beers, especially in the domestic and craft arenas, plus premiumisation of their existing favourites. As a result, fathers are a prime audience for optimising spend per wallet, bearing in mind their above average frequency of visits to the on premise, alongside their appetite for higher quality beers."
Read More: Lager In Ireland's On-Premise: Five CGA Insights
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