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Spirits can become far bigger part of on-trade sales mix, says CGA

Published:  24 November, 2014

Bars and pubs can do more to boost spirits sales, says CGA Strategy, with restaurants proving particularly fertile ground.

Bars and pubs can do more to boost spirits sales, says CGA Strategy, with restaurants proving particularly fertile ground.

Cocktail barSpirits have major growth potential in the on-tradeRestaurants and bars have seen siginificant growth in spirits sales in the past year, and outlets can do more to boost growth, says CGA

The on-trade research body says 86% of spirits drinkers go out more than once a month, compared to 67% of non-spirit drinkers.

A recent survey shows restaurants present a significant opportunity, as sales there have grown by 2.8% in the last year, and 0.7% in food-led pubs.

Outlets can do more to boost spirits consumption - currently only 19% of pub goers drink spirits between 5pm and 7pm?compared to 60% who do so between 7pm and 9pm.

CGA says operators need to focus on driving sales in the post-work and early evening trading periods, and continue to talk about the role of spirits and cocktails alongside a meal.  

Diversifying the range to add more premium drinks and mixers and boosting standards of serve could help boost sales, says CGA. It added that there is more to be done to convey messages about the relative value and strength of spirits. Many people are still unaware of the abv of a spirit and mixer versus beer and wine.

CGA Strategy client services director Rachel Perryman said: "These new figures prove that spirits have the potential to become a far bigger part of the drinks mix for consumers and the outlets that serve them. By putting at the heart of their offers, pubs and bars could generate even greater sales and win all-important loyalty. The challenge is to understand where, when and why people choose to drink spirits?and to make them more aware of the superb quality and versatility of drinks available to them now."

This research was carried out in September 2014 and generated 1,000 responses.

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