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On-Trade Alcoholic Drinking Trends: Differentiating consumer on-trade drinking occasions to capitalize on value generating opportunities
Datamonitor, Oct 2011, Pages: 193
This report examines the factors driving the on-trade’s performance and looks at the characteristics of on-trade or on-premise visiting and drinking behavior.
As the off-trade has emerged as the primary channel of engagement between brand and consumers, the on-trade’s role in brand building and in sales generation has had to change. On-trade exclusives; targeting under-represented on-trade demographic groups; harnessing the power of social media; and making the on-trade experience both interactive and experiential will be vital going forward.
Scope of the report:
- Achieve sales growth by identifying how alcohol manufacturers are tapping into underlying consumers trends to drive sales growth
- Enhance credibility during sales pitches by understanding the differing drivers of on trade drinking globally
- Stimulate ideation and invigorate brands by learning from best practice examples from the beer, wine and spirits segments
- Enhance your market positioning and concept development efforts and reduce risk for new product launches and increase the chances of success
Highlights:
- The off-trade dominance across most markets presents a dilemma due to the value generation advantages that on-trade sales present and the fact that the traditional routes to market for new products are through that channel.
- However, marketers must consider that the on-trade still presents the best way to make an impact in the market and achieve brand differentiation (particularly in a controlled bar environment where the product can stand out from the competition), which can be followed by a retail roll-out.
Reasons to buy:
- What are the key consumer drivers of the on-trade and how does it fit with a premiumization marketing strategy?
- How can the on-trade be harnessed to create a winning brand positioning?
- How can the tendency for experimentation, a key characteristic of on-trade behavior, be harnessed?
- How can the cross-over between packaging type and venue type be harnessed to drive brand differentiation?
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