Licensees can tap into a £5.2bn alcoholic beverages opportunity, says Diageo report


Diageo GB has launched The Diageo Drinks Report, which outlines the growth opportunity for alcoholic beverages in Great Britain for 2019.   

The report reveals an expected 12% growth opportunity for alcoholic beverages in Great Britain over the next three years, also revealing how licensees can tap into a £5.2bn alcoholic beverages opportunity.

It identifies four key ‘growth pillars’ – ‘Balanced Choices’, ‘Make the moment’, ‘Exploration’ and ‘Celebration’ – offering insight and guidance to licensees so they can fuel excitement and value into the alcoholic beverages category.

• Balanced Choices – Mindful consumption is on the rise, with no and low beer offerings growing double digit in the on and off trade[2]

• Make the Moment – 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

• Exploration – Whether it’s whisky, gin, or beer, consumers are increasingly open to discovering new alcoholic beverages – and the rise of digital has given them new tools to do so. For example, 7 in 10 adults have discovered a new beverage on social media and considered buying it[3]

• Celebration – Celebrations represent a huge opportunity for increased consumer spend. Offering ranges that facilitate trade up and adding seasonal serves or bespoke packages for calendar events will allow licensees to capitalise on this key area for growth

Consumer repertoires are at an all-time high, demonstrating 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[4].

As consumers are becoming increasingly spontaneous in their choices and look to be inspired, it is crucial that licensees are mindful of the occasions consumers are partaking in, in order to tap into current trends and remain relevant.

Sarah McCarthy, Head of GB On-Trade Category Development, said, “It’s no secret that consumer drinking habits are changing, with a clear shift in recent years towards premiumisation and a focus on provenance and heritage. As society changes and greater demand is put on premium, connected experiences, consumer repertoires have become broader, and it is no longer appropriate to look at drinks sub-categories in isolation.

“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.”

[1] This figure is based on present and predicted third party data from IWSR

[2] CGA & Uk Hospitality, Future Shock (Issue 4) 2018

[3] Sprout Social – Bars Restaurants Social Media Guide, April 2018

[4] Great British Chefs Insights Dinner Parties October 2017

Category: Drinks, News
Tags: 2019, Diageo, The Diageo Drinks Report