The latest On Premise User Survey (OPUS) by CGA and NIQ, sheds light on the value of major sporting events in Ireland, highlighting rugby as the most popular sport to watch in pubs and bars, following football.
OPUS underlines the spending habits of rugby followers, with two-thirds reporting that they go out to watch sports at least once a month, spending a third more per month in the On Premise than the average visitor. Domestic beer emerges as their preferred drinks category, with stout and no/low alcohol alternatives showing consumption rates higher than the average.
The ongoing Rugby World Cup is proving to be a game-changer for Ireland’s pubs, bars, and drinks suppliers, offering substantial growth potential, especially if the country advances deep into the tournament.
This World Cup surge follows a substantial sales boost during Ireland’s Grand Slam in the Six Nations rugby tournament earlier this year, building on a strong first half of the year that witnessed double-digit year-on-year growth for Ireland’s On Premise sector.
For a comprehensive understanding of Irish consumers’ behaviour, the full 2023 OPUS Report by CGA will soon be released, featuring in-depth analyses of sports habits, occasions, dayparts, category preferences, mixed drinks, the rising popularity of no and low alcohol beverages.
Sian Brennan, client director, CGA Ireland, said: “The Six Nations and World Cup are making this a year to remember for Ireland’s rugby fans, and they’ve been very positive events for pubs, bars and suppliers as well.
“Sports followers are some of the most engaged and highest spending visitors in the On Premise, so understanding their needs and achieving their loyalty can be very profitable. Our OPUS research is here to help businesses solve those challenges—not just during the World Cup but beyond into 2024.”