St Patrick’s Day is set to give Ireland’s on-premise a boost, but operators and suppliers will need to pinpoint consumers’ preferences to take full advantage thereof, according to CGA.
On-Premise User Survey
CGA’s On-Premise User Survey (OPUS) in Ireland indicates that 27% of consumers plan to visit pubs, bars and restaurants for the St Patrick’s Day celebrations on Thursday 17 March. The research highlights the value of these consumers to the on-premise, since they spend €18 more than the average consumer on eating and drinking out each month, according to CGA.
OPUS highlights that there are great opportunities to drive sales of premium brands among these consumers, with 48% of those planning to go out for St Patrick’s Day saying that they are likely to trade up on their drinks choices, which is three percentage points more than the average consumer, according to CGA.
CGA stated that its research unlocks insights into the demographics, habits and priorities of people heading to pubs, bars and restaurants, including the following information.
- Those celebrating St Patrick’s Day over-index for being male and aged 18-34 by five percentage points, in both cases.
- People choosing where to eat and drink out tend to be more influenced than average by drinks promotions (+7pp) and atmosphere and ambience (+7pp).
- Lager is a very popular drink among celebrants, who are ten percentage points more likely than the average consumer to choose it.
Meanwhile, CGA also noted that its on-premise measurement service highlights how stout will be integral to celebrations. In the final quarter of 2021, it accounted for 38% of all beer sales by volume across Ireland and Northern Ireland, which compares to just 8% in Britain, though sales there can also expect a big boost on St Patrick’s Day. Irish whiskey, which took 16% of spirit sales in Ireland, will be another popular category, according to CGA.
Statement By CGA’s Client Director For Ireland
CGA’s client director for Ireland, Sian Brennan, stated, “St Patrick’s Day always gives a huge lift to Ireland’s on-premise, and after two years of missed opportunities because of Covid-19, it will be more welcome than ever this year. Operators and suppliers that can give consumers what they want have a great chance to recover some lost sales and build momentum for the rest of the year.”
Information About CGA’s OPUS Research And On-Premise Measurement Service
CGA noted that its OPUS research and on-premise measurement service provide a picture of habits and sales in Ireland’s on-premise, and they provide insights into consumers’ engagement with special occasions like St Patrick’s Day, helping suppliers and operators understand drinkers’ preferences and market dynamics all year round.
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