Pubs have been identified as the number one destination for consumers despite 50% of the population's now moderate alcohol intake.
The Carlsberg UK's Consumer Insights Report was created to inspire pub and bar operators across the country with key themes such as premiumisation, the demand for quality experiences, health and moderation and technology.
It found that millennials (18-35 year olds) find experiences more important and creating social media ‘sharable' moments is becoming a priority for operators.
Although during recent years pub visits have reduced, Carlsberg found that customers are willing to spend more on premium choices when they do go out with average spend up 3%.
Millennials are now more health conscious and are more likely to visit the gym than the pub. In order to accommodate this, pubs are hosting events such as film or book clubs and exercise classes.
Carlsberg has suggested ways pubs can entice customers including cocktail masterclasses, opening early for breakfast, community meetings and coffee mornings.
The importance of beer and food matching, particularly in food-led pubs has been highlighted in the report with half of consumers interested in drink recommendations.
Alistair Gaunt, VP National Sales at Carlsberg UK, commented: "This report provides meaningful insights into consumer habits, the rise of consumer expectations and the evolving way we need to approach our definitions of consumer groups. For instance, the findings from the report have shown that by using one simple descriptor of ‘millennial' for such a wide, and profitable, collective of people operators can really be missing a trick.
"Our passion is brewing premium quality beer brands and catering for the needs of our customers, working with them to identify opportunities for growth and to cultivate environments which provide reasons for consumers to visit and return, time and time again."
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