Your go-to guide for drinks

Our annual On and Off Trade reports were released last week. They’re the perfect guides for pub and club managers and supermarket buyers.

We asked 4,000 drinkers all about their buying habits and what they really want to see on the bar. Here are our top takeaways:

  • The perfect range means having an amber, gold, dark and IPA beer on the bar.
  • Customers want to see well-known national brands they can trust.
  • Low and no-alcohol drinks will continue to be a top trend. Customers are on the hunt for low-alcohol and low-calorie alternatives without having to compromise on taste.
  • Pubs and bars should tap into the ‘weekend millionaire’ – in other words, the customer who seeks better experience for their money and is willing to spend more for high-quality, premium drinks.
  • Customers may be buying less but they are buying better quality.
  • It’s all about breadth not depth on the bar, so make sure there’s a world lager, a premium option and a classic one, too.

To make the reports easier to digest, Thom Winter, On Trade Category Manager, gives the key messages in a series of bitesize videos – click here to watch the full series.

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