Spirits and beer producer Diageo GB and owner of well-known brands including Guinness, Baileys and Smirnoff have launched a new report revealing their view of how licensees can tap into a £5.2b alcoholic beverages opportunity.
The report, described as a step-change in occasion classification, was revealed at a launch at Diageo’s Customer Collaboration Centre in London yesterday.
The report identifies four key growth platforms: Balanced Choices, Make the Moment, Exploration and Celebration, with insight and guidance to licensees.
• Balanced Choices shows that mindful consumption is on the rise, with no and low alcohol beer offerings growing double digit in the on and off trade.
• Make the Moment tells how we increasingly live in an experience economy, with consumers looking for products that elevate their experiences, in and out of the home. For example, 2019 saw a 48% increase in fans looking for a pub showing the Six Nations.
• The Exploration category details how whether it’s whisky, gin, or beer, consumers are increasingly open to discovering new alcoholic beverages, with the rise of digital handing consumers new tools to do so.
• And the last pillar, Celebration, which represents a huge opportunity for increased consumer spend. Offering ranges that facilitate trade-up and seasonal serves or bespoke packages for calendar events that will allow licensees to capitalise on this key area for growth.
Data from the report shows increased demand for different drinks to suit different occasions, tastes and lifestyle choices. For example, 40% of consumers in Great Britain now offer cocktails pre- or post-dinner in the home.
Sarah McCarthy, head of GB on-trade category development, explained: “Our Transforming Drinks Experiences initiative aims to help licensees maximise profits from the total alcoholic drinks category through identifying how and where consumers want to enjoy drinks and ensuring there is always an exciting and relevant offer for their customers.”