On-trade

7 in 10 want beer menus when eating out

Irish consumers are becoming increasingly knowledgeable about the different tastes and varieties of beer, according to research commissioned by Brewers of Europe.

 

 

55% of people pair food and beer when eating out compared to 37% when eating at home.

55% of people pair food and beer when eating out compared to 37% when eating at home.

This comes as Ireland’s hospitality sector re-opened recently and Irish people once again had an opportunity to go to restaurants and pubs to pair meals with an ever-increasing range of products from Ireland’s beer sector.

Research and insights company The Reputations Institute conducted a Beer Image Tracker which found that 70% of Irish diners want to see beer menus when they go out for meals, an increase of 7% from 2017.

The Beer Image Tracker measures insights and perceptions of beer using a 900-respondent sample.

Other data show that Irish customers want to increase their knowledge of different varieties of beer, with 58% saying they want to learn more about appropriate pairing of beer with certain foods, compared to 45% in 2017.

48% of Irish consumers are likely to change the beers they buy depending on the season or time of the year, an increase of 8% in two years.

“Irish consumers are becoming more savvy about what they’re buying and this report highlights the long-term market trend to increased sophistication in purchasing habits,” says Jonathan McDade, Head of Drinks Ireland|Beer, “Beer is Ireland’s favourite alcohol beverage but it’s clear that quality and taste is being prioritised over quantity; this is exemplified in the fact that 55% of people pair food and beer when eating out compared to 37% when eating at home.”

Consumer appetites will continue to drive the increased diversification of beer, he added.

The tracker was carried out by the RepTrak Company through an online study.

 

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