In late 2021 market insight consultants CGA’s On Premise User Survey showed that only 56% of consumers were confident about visiting nightclubs—much lower than for venues like hotels (75%).
Despite this, CGA’s Opus surveys have shown that bars have gained market share as pent-up demand is released, though the late-night sector has been slower than other channels to return to normal trading.
While 28% and 10% of consumers visit late-night bars and nightclubs respectively at least once a quarter, these figures are much lower than restaurants (47%) and drink-led pubs (38%).
“Ireland’s late-night and high-tempo occasions are steadily returning, but it will be some time before consumers’ confidence about visiting busy clubs and bars gets back to pre-Covid-19 levels,” predicted CGA’s client director, Ireland, Sian Brennan, “Operators need the support of suppliers and consumers more than ever and effective strategies will require a deep understanding of how the pandemic has changed people’s priorities and preferences.”
CGA’s research has found:
- half (52%) of consumers say their drinks choices are driven by value, making it more important than the influence of friends (33%)
- vodka is typically drunk by 42% of nightclubbers, consolidating its position as the most popular choice ahead of cocktails (29%) and lager (29%)
- nightclubs are a crucial place to build brands, with 58% of consumers more likely to try new products there than in other venues.
“Nightclubs are a great place to connect consumers with drinks brands and their return is an ideal moment to build loyalty and develop new products,” concluded Sian, “But at a time when consumers are facing mounting costs of living and disposable income is under severe pressure, value-for-money, good activations and generating positive word-of-mouth will all be important considerations as we move further into 2022.”