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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