And nearly half of those consumers say they’re likely to trade-up their drinks choices – three percentage points more than the average consumer, so operators and suppliers will need to pinpoint consumers’ preferences to take full advantage.
CGA’s Opus Survey highlights the value of these consumers to the on-trade since they spend €18 more than the average consumer on eating and drinking out each month.
The survey also highlights great opportunities to drive sales of premium brands among these consumers.
CGA’s research “unlocks crucial insights into the demographics, habits and priorities of people heading to pubs, bars and restaurants,” states the company. These include the findings that:
- those celebrating St Patrick’s Day over-index for being male and aged 18 to 34
- people choosing where to eat and drink out tend to be more influenced than average by drinks promotions, atmosphere and ambience
- lager is a very popular drink among those celebrating, who’re 10 percentage points more likely than the average consumer to choose it.
CGA’s on-trade measurement service also highlights how stout will be integral to celebrations.
In the final quarter of 2021, stout accounted for 38% of all beer sales by volume across the Island of Ireland. This 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 spirits sales in Ireland, will be another popular category.
“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,” said CGA’s Client Director for Ireland Sian Brennan, “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,” she believes.