CONSUMER INSIGHTS REPORT 2017/18 · PDF file2 / CONSUMER INSIGHTS REPORT. The UK leisure...

1 / CONSUMER INSIGHTS REPORT

CONSUMER INSIGHTS REPORT

2017/18193001097.indd 1 08/12/2017 11:57


The UK leisure market has never been more dynamic or diverse, with an ever increasing choice of ways for consumers to spend their money.

welcome

This report is based on detailed research conducted online with 1,677 consumers on behalf of Carlsberg UK by HPI* - commissioned in 2010, 2014 and most recently 2017. This has been supported, where sourced, by data from Kantar Worldpanel ** and Foresight Factory to provide a holistic view of the behaviours, trends and habits of consumers in the out of home market. *HPI is one of the UK’s leading fully independent market research companies. Research conducted was fully compliant with the MRS Code of Conduct. *Whilst some of the data is provided by Kantar Worldpanel the views in this report are those of Carlsberg UK and not necessarily those of Kantar Worldpanel

Whether it’s bingeing on box sets, fighting for world domination through online gaming or simply having a quiet meal with the family, consumers are finding new ways to entertain themselves at home.That’s not to say that the pub doesn’t play a meaningful role for consumers! It’s still the number one out of home activity and remains a popular third space between work and home. However, to remain relevant in the experience led economy is something that pubs need to fight for to remain on top.“ It’s vital that we continue to understand what is driving consumers through the doors of the nation’s pubs, bars and restaurants so we can continue to inspire, excite and delight them in the future.” Alistair Gaunt, Vice President, National Sales.

Contents


02 Welcome

03 People are changing

04 Casual dining

05 CONSUMER TRENDS

06 Millennials - the right definition?

07 Consumer profiles

08 Consumer attitudes and behaviour

09 THE ROLE OF THE PUB

10 Increasing visits throughout the week

12 Fighting fit for the future

14 Choosing a venue

15 A role for families

16 FOOD GLORIOUS FOOD

17 Perfect pairings

18 What drink with a meal?

19 Driving consumer spend

20 CRAFT: A MATTER OF TASTE

21 The role of craft beer

22 A crafty way to compete

23 Encouraging trial of new beers

24 Panic-free purchasing

25 Advertising your range

26 Three ways to grow sales

27 We’re here to helpThis report is based on detailed research conducted online with 1,677 consumers on behalf of Carlsberg UK by HPI* - commissioned in 2010, 2014 and most recently 2017. This has been supported, where sourced, by data from MCA, Kantar Worldpanel ** and Foresight Factory to provide a holistic view of the behaviours, trends and habits of consumers in the on-trade.

*HPI is one of the UK’s leading fully independent market research companies. Research conducted was fully compliant with the MRS Code of Conduct. **Whilst some of the data is provided by Kantar Worldpanel the views in this report are those of Carlsberg UK and not necessarily those of Kantar Worldpanel.

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Premium & AuthenticityExperiences Health and ModerationTechnology

The average spend per head has increased by 3% over the past 12 months.***

As consumers visit the on-trade less often, when they do they are looking for more premium choices, experiences and serves.

Sources: *Foresight Factory 2017 ** Kantar WorldPanel Shape of Britain Study, 18 June 2017 *** MCA Eating Out Panel (A monthly survey of 6000 out of home consumers) Q3 2017 vs Q3 2016

The World is changing and that means that the way people spend, choose to socialise and what is important to them is also changing. This in turn shifts the landscape of the out of home market. There are four key consumer trends that are having a significant impact on operators and retailers alike – Technology, Experiences, ‘Premiumisation’ and Health.

Social plans will increasingly be combined with broader leisure plans.

The need to satisfy the need for new experiences is felt among half of British consumers.

Nearly half of consumers drink alcohol in moderation to maintain a healthy lifestyle.

Technology has enabled consumers to eliminate friction in so many aspects of their lives. Social media has impacted the market with face to face interaction no longer a necessity.

People are changingof consumers recently surveyed said that Instant messaging was just as important as face to face communication*

of consumers said they try to lead a healthy lifestyle **

49%

73%

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Casual dining A formal and formidable competitorThe leisure landscape has never been so competitive, with over 161,000 pubs, restaurants and hotels for consumers to choose from*, meaning that outlets are under increasing pressure to stand out from the crowd.

Casual restaurants and food-led pubs are more popular than traditional wet-led outlets, offering a broad range of experiences to consumers for more occasions.

Thinking of the type of outlets you might visit, which is your favourite type? (% of consumer top three)


* Source: MCA Pub Market Report 2017** Source: MCA Eating Out Market Report 2017 June 16 vs June 17

Casual restaurant Pub Coffee shop

Fast food outlet 29

Fine dining 27

Bar 19

Wine bar 9

Social club 8

Nightclub 6

Sports club 6Food pub

53 52 3357

Eating out frequency and spend**

of UK adults eat out (flat)93%

meals per head per month (-2%)14

average spend per head (+3%)£7.75

Pressure on the pub

How we see it Casual restaurants are becoming increasingly popular with consumers as they tap into their various needs – a relaxed atmosphere with great food and ambience, authentic cuisine from around the world, healthier choices and the reassurance of the consistency that a branded outlet can provide.

The good news is that pubs can tap into these trends too!

* Source: MCA Pub Market Report 2017 ** MCA Eating Out Panel (A monthly survey of 6000 out of home consumers) Q3 2017 vs Q3 2016

The pub market declined in outlet numbers by 2.1% whilst the rest of the market grew by 0.3%*.

Pub growth is set to come from managed, branded and franchised pubs (20.6% share of outlets vs 47.1% share of turnover) as consumers look for consistency of quality and experience.

As the trend for premium experiences in less formal settings continues to grow, wet-led pubs are likely to come under even more pressure.


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Show consumers the light of dayGoing to the pub is the number one out of home activity with 29% of consumers visiting weekly. Consumers are just as a likely to visit a coffee shop as they are a pub as the competition to become a credible “third space”

between work and home continues. Seven out of the top 10 weekly activities are home based, highlighting a big opportunity for operators to draw consumers away from their sofas and into the pub.

There could be an opportunity for operators to drive footfall by hosting those favourite in- home activities such as movie or games nights in their venues.

Watch TV

10094

76

4947 47

3734

31

93

72

4845

3834

2927

2929

80

60

40

20

0

Watch films at home

Have an alcoholic drink

at home

Watch sport on TV

Play computer games

Go to the pub Go to a coffee shop

Go shopping (not food shopping)

Cook a meal at home and

have dinner as a couple/family

How often do you do each of the following activities? (Done weekly)

2014

2017

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I’m a Millennial, so I don’t like labels

*Source: Kantar WorldPanel

‘Millennials’ has certainly been the buzz word of recent years, with much of the talk about how to engage this elusive generation. When we talk about Millennials, what we actually mean is 18-35 year olds – a huge proportion of the population who number about 14 million at last count.

They certainly are different from previous generations, they are more likely to want to be creative, have new and different experiences and have a desire to learn more. Having come of age in a digital world, there is less of a need for face to face connections, in fact 49% of them think instant messaging is as important as meeting someone in person.

One question which comes up time and time again is ‘can you really generalise this whole generation?’ This is a question that could also be laid at the feet of any generation.

Baby Boomers for instance have an age span of 51-70, and don’t all 23 year olds, no matter the decade, want to stand as an individual

and rebel against the status quo? Given all the changes in our world and the pace at which we’ve felt it, are there more differences within this millennial generation than we give credit?

When we look at responses to our survey, we can see these differences.

• 18-25 year olds are very price driven yet have higher expectations of the service they will receive.

• 26-35 year olds are the least price sensitive of all generations when dining out and buying drinks

• 26-35 year olds are more engaged with the role their local pub could play.

So do we lose something by referring to them as one mass identity? Probably.

Consequently, we’ve taken a slightly different approach this year and the following report breaks down this generation to 18-25 and 26-35 year olds and looks at the differences between the two and what this means for the trade.


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Age 18-25s 26-35s 36-49s 50+ Family Impact

Favourite outlet Casual Restaurant Casual Restaurant Food/Gastro Pub Food/Gastro Pub Informal outlets are key. Gastro pubs are the top outlets for family occasions

Occasions/reasons to visit a pub/restaurant

Big night out, going out as a couple

Drink after work, going out as a couple

Catch up/Get together

Catch up/Get together Special celebration

Children have minimal impact on reason to visit

Top needs when visiting for a meal

Price, atmosphere, speed of service

Food quality, menu appeal, price

Food quality, Food type, menu appeal

Food quality, fresh food Child friendly atmosphere

Beer and food matching opportunity

Medium Highly engaged Medium Low Interest increases for those with children

Favourite alcoholic drinks with a meal - Gastropub

Lager, Wine Craft beer, Wine Lager, Wine Lager, Wine, Ale Preference for wine reduces and soft drinks are key

Role of craft Relevant for all occasions, catch ups and live events are key

Low tempo occasions dominate but open to all occasions

Low tempo, special occasions

Low tempo and family occasions

Experiential aspect of craft e.g glassware, brand knowledge and recognition become much more important

Encouraging visits/how consumers find out more about a venue

Online/digital communication and social media

Internet and social media Just walk in Personal recommendations

Kids menus are key, along with deals for designated drivers for example soft drinks refills

Understand your consumerConsumers’ out of home habits are predominantly driven by age and the likely disposable income that goes with it.

Whilst the term ‘Millennials’ is a catch all phrase for 18-35 year olds, their behaviour differs significantly between 18-25s and 26-35s.

Whilst the biggest behavioural change for consumers is driven by the presence of children when out in the trade, there are even differences in how the generations behave when they have children too!

For example, the latest generation are used to having the ultimate choice which is unlikely to change once they have children – this is a significant difference from previous generations whose spending habits and out of home behaviour changed once children were in the picture.

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of all adults visit a restaurant at least once a month

75% of under 35s visit at least once a month

year olds are more likely to go to the gym than the pub

The average baby boomer spends

more than the millennial out of home*

26-3552%

66%

Consumer attitudes and behaviour

*Source: Kantar Worldpanel Out of Home Survey 13 August 2017

Big consumer differences – alcohol serves and occasions.

Over 50’s spend has grown over the last six years whilst 18-35 year olds have declined.

Typically the younger consumers occasions are more up tempo and in bigger groups whilst over 50s have lower tempo, small group occasions.


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Shall we meet in the pub?The amount of people visiting the pub weekly is falling, from 34% in 2012 to 29% this year. Given the increased competition from casual restaurants, coffee shops or even the gym, this is probably not surprising.

As the food-led area of the market becomes more established in its role (and more competitive) it actually makes the role of

the traditional pub clearer. Consumers do see this difference in role and still opt for the pub on certain occasions.

Whilst Gastro pubs dominate for ‘special celebrations’, ‘family occasions’ and ‘date nights’, the more traditional pub is favoured for lower tempo occasions such as ‘catch ups’ ‘drinks after work’ and ‘regular drinks’.

Which one is the main reason why you would go out into the on-trade?

Percentage of weekly pub visits

Catch up Drink after work

Big night out Live event Me time Family occasion

Out as a couple

Special celebration

OtherRegular drink

27

14

108

54

1214

53

11

2 2 2 1 1

28 27

24

1

Main reason for visiting a pub:

are just as likely to visit the pub weekly as over 50’s

26-35 year olds

18-25

26-35

36-49

50+

Big Night Out

Drinks After Work

Catch Up

Regular Drink

Pub

Gastro pub

30

20

10

0

‘Traditional’ pubs should remain true to their core role and do what they do best. Successful outlets will cater to their customers needs and occasions by creating spaces for informal catch ups.

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Make every day a fun dayLocation and atmosphere are more important in a pub than in a food-led venue, as consumers are more focused on who they are with than where they go for these occasions. Pubs should be looking to dial up the ambience and create spaces to accommodate these informal catch ups.

Another shift that we’ve seen is when people are choosing to visit the pub. More and more consumers are opting to head to the pub

earlier or mid week. Sundays seem to be growing in importance, so much so it’s got a #hashtag.

The concept of ‘Sunday Funday’ has risen in popularity over the last three years, and typically features day drinking, often starting early with brunch. Drinking on an atypical day gives consumers the sense of extending the weekend and fitting as much fun in as possible.

Location

Atmosphere

food pubpub

65 59

How can you maximise the opportunities throughout the week?

>400,000mentions of ‘Sunday Funday’ on Social Media

since 2015+55%

Thinking about why you choose to go to one venue over another for a night out, how important are each of the following elements in your decision? (% consumers who see each element as important in one venue type over another)

food pubpub65 56

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Rhythm of the week

HOW CAN YOU MAXIMISE OPPORTUNITIES THROUGHOUT THE WEEK?

Understanding your customers’ key occasions and needs throughout the week can help drive additional visits. Previous research has told us that consumers are interested in many events such as pub quizzes, cuisine nights and cookery lessons so creating a calendar of events (and shouting about it!) can help an outlet to remain top of mind for customers.

Which days of the week do you go to a pub?

Sunday 18% (up from 11% in 2010)

Monday-Tuesday 13% (up from 4% in 2010)

Wednesday-Thursday 25% (up from 14% in 2010)

Friday-Saturday 53% (down from 59% in 2010)

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n ea

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brea

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Coff

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orni

ng

Com

mun

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Cock

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clas

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A w

ork

spac

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Bus

ines

s m

eetin

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Boo

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Film

clu

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Wom

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Inst

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mee

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Adu

lt le

arni

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Cook

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clas

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Post

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f

Dan

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less

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Nai

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Exer

cise

cla

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Mot

her/

baby

exe

rcis

e

Yoga

cla

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Cho

ir pr

actic

e

29

Thinking about your local pub, how good an idea do you think it would be for their premises to also be used for each of the following?

were most engaged with all ideas, making them an open minded and potentially profitable customer base

26-35 year olds

80

0

40

30

10

20

60

70

50

Whilst consumers can clearly see the role that each outlet plays within their repertoire, they are also open to seeing their local pub move into new areas too.

The social aspect of the pub is still clear as consumers think opening earlier for breakfast, community meetings and coffee mornings are the best ideas for their local pubs.

Experiential elements such as cocktail lessons, book and film clubs along with cookery classes also resonate, meaning that outlets that can facilitate their customers’ social and experiential needs will prove successful.

Fighting fit for the future

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as the number one idea - an area of the market in which coffee shops feature strongly.

Cocktail classes

resonated most with 18-35swhilst older consumers were most engaged with social events like coffee mornings and community meetings.

All age groups viewed opening early for breakfast

Outlets that understand their customer and can balance the need for

traditional social occasions with hosting special events (and executing

them well) will remain top of mind for consumers now, and in the future.

There is an opportunity for outlets to highlight their beer range for many of these occasions - whether it’s offering a credible alcohol-free beer for business meetings or showcasing choices through beer cocktails

How we see it

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Top five reasons to choose one food-led outlet over another (% scoring 8+/10 for importance)

Food quality Cleanliness Value for money

Food prices Service

Balancing the basics with better experiences

Food-led outlets need to maintain a reputation for high quality choices. For occasion based outlets such as wet-led pubs, facilitating the occasion better than the competition will drive footfall, as the venue is a secondary factor to the reason to visit.

85% 80% 75% 73% 70%

How we see it Consider details such as • Seating • Service • Ambience

These will be key for consumers when choosing a venue

• Comfort • wifi • Noise Levels

are more influenced by reputation than other demographics. They also place more importance on free wifi, online booking and range of cocktails than other age groups.

25sUnder

Casual dining outlets are most popular with 18-35s for an everyday meal. Traditional pubs appeal most to 36-49 year olds on this occasion.

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60

33

37

55

45 45

4

37

34

37 37

33 33

24 24

19

31 31

56

6

21

40

20

0

Catch up Everyday meal Special celebration Going out as a couple Family occasion

Gastro pub Casual dining outlet

Fine dining Pub

When you go out to eat, what types of places do you go to on each of the following occasions?

How we see it

Whilst food-led/gastro pubs have a clear role to play – predominantly for low tempo events, casual dining outlets and wet-led pubs are competing for the same occasion, with every day meals, catch ups and family events important for both of these outlets types.

The outlets that best facilitate these occasions will prove most successful.

Outlets need to make sure that they have the beautiful basics right – simply having a kids menu, high chairs and colouring books will make all the difference for customers looking for a great family venue.

26-35 year olds with children will expect the exact same experience, service levels, quality and choice that they received before children were in the picture so it is vital that outlets do not compromise on their offering for families.

A family affair

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Food glorious foodWhilst consumers are becoming more adventurous, their food preferences within food-led/gastro pubs are more conservative, highlighting the clear role that these outlets play.

With traditional pub food, British cuisine and steaks the top three choices for consumers, the key to success for outlets is execution, delivering the best value for money for consumers.

Which three of the following types of food do you most like to be served in a pub/bar/restaurant?

4040

31

26 25 24

20 19 19 18

11 10 10 10 9 8 8 86

20

0

Trad

ition

al

pub

food

Brit

ish

Stea

k H

ouse

Italia

n

Carv

ery

Piz

za/P

asta

Indi

an

Chin

ese

Bur

ger

Fine

Din

ing

Am

eric

an

Mex

ican

Span

ish/

Tapa

s

Hea

lthy

optio

ns

Vege

taria

n

Thai

Loca

lly

sour

ced

Fren

ch

For outlets to succeed in such a competitive market place, meeting customer expectations is vital. Whether this means being famous for traditional pub food or offering different choices such as pizza, pasta or burgers, venues that deliver a clearly defined and well prepared menu will succeed.

Pizza/pasta is the most popular choice for 18-25s, above traditional pub food.

How we see it

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In a food-led pub, having a drink that matches the food is as important as price to consumers, highlighting how important the complete dining experience has become.

Brand recognition is key for both outlet types meaning that encouraging trial is the best way to encourage repeat purchase.

When deciding what to drink with an evening meal when out of home, which of the following are most important?

Perfect pairingsTr

ied

befo

re

Drin

k pr

ice

Bra

nds

of

drin

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atch

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Bee

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40

30

20

10

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31

25

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16

1312

1110

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7 7 7 7

21

54

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5 56 6

21

Wet-led Pub

Food pub/restaurant

Beer & Food matchingHalf of consumers would be interested in recommendations for a beer that matches their food. This number increases to 67% for 26-35 year olds who are the most engaged with beer and food matching.

How we see itIt is clear that within food-led outlets the experiential elements of the occasion are really important – drink that matches the food, menu descriptors and staff interaction, whereas within wet-led outlets, consumers put more focus on the drink itself with tried and tested choices, brands and type of beer being much more important.

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What are you having?41% of consumers are most likely to choose wine with their food in a gastro pub vs 18% within a traditional pub, highlighting the role

that wine plays within a premium dining experience. Traditional wet-led pubs that serve food have less consumer preference.

Which of the following drinks would you be most likely to choose with your main meal?

Food-Led Wet-Led

Wine 41% 18%

Soft drinks 18% 18%

Lager 8% 15%

Ale 4% 10%

Cider 5% 9%

Spirits 3% 5%

have the strongest preference for spirits – 15% choose spirits with a meal in wet-led pubs.

18-25 year olds

of over 50s prefer wine with their meal in food-led pub.

54%

Draught vs packaged lager

Nearly two thirds (63%) prefer draught lager in a pub – 83% of those who had a preference. Over 50’s are overwhelmingly in favour of draught beer. 26-35 year olds are the age group most likely to prefer bottled beer, although draught is still their favourite serve.

The top three lager brands that consumers would like to see in a food led venue are world lagers. However, whilst there are still some desired brands within premium categories, if a favourite brand is not available consumers will find an alternative without fuss.

Highlighting draught and packaged beer choices alongside the wine list is a simple yet effective way to drive additional sales and potential trade ups – especially from standard lager into more premium choices such as world and craft.

How we see it

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Food-Led Wet-Led

Lunch Dinner Lunch Dinner

Food Spend £12.70 £18.18 £9.00 £13.70

Lager Spend £3.43 £3.06

Craft Spend £3.56 £3.24

are likely to stay the longest after a meal.

26-35

33%

year olds Opportunities to drive sales

50% of consumers will stay up to 30 minutes after they have finished their meal and 17% will stay for longer than an hour, meaning there is a big opportunity to drive additional spend on after dinner drinks.

of consumersarrive just before their meal. Pre-dinner drinks deals could encourage consumers to arrive earlier.

Driving consumer spend

Highlighting food and drink pairings on a menu will resonate with consumers looking for a complete dining out experience. Increasing dwell time through additional pre or post meal occasions will also help to drive additional revenue.

Average spend on food and drinks

How we see it

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claim to have drunk craft beer, rising to 77% of men and 72% of under 35s.

of consumers would drink craft beer in a wet-led pub or traditional drinking venue.

52%

Whilst superior taste is the main reason why consumers choose one craft beer over another, other reasons such as catchy names, staff recommendations and origin stories suggest that consumers are experimental and open to influence.

of consumers66%What role does craft play?

Craft is a key category on the bar, driving interest and appreciation for smaller, local choices. It also acts as a talking point between staff and customers and plays an important role driving value on the bar for consumers looking for superior taste over price.

One in three believe they are more likely to drink craft when on their own, having a catch up or for a special celebration or when going out as a couple.

Craft: a matter of taste

How we see it Offering consumers a taste is key to driving that final purchase. Staff knowledge is also vital so making sure that staff are regularly trained will be important when selling craft brands.

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Taste is key for purchasing craft, especially given that consumers expect to pay more for this category. Small and local brands are key drivers of choice too.

Staff recommendations also play a key role with nearly half of consumers saying that this is an important decision driver when choosing what to drink.

Like local brands

Promotion/discount

Staff recommendation

Tastes better than other beers

Thinking about when you buy craft beer, how important are each of the following in your decision to buy a particular beer over another? (% of consumers who rate quite important or very important)

The role of craft beer

24

28

35

42

47

54

76

60

29

34

39

43

51

58

Like smaller brands

Description of taste

Catchy name

Quirky brand

Well known brand

Origin story

Advertising/Word of mouth

Fount/pump

Packaging

Glassware

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A crafty way to competeKey occasions for craft beer are centred around low tempo events such as drinking alone or having a catch up. The premium nature of craft also means that it is considered for celebrations and going out as a couple too.

Craft beer is also more likely to be chosen in traditional drinking venues than other outlet types, but also has a role to play in food-led pubs.

Wet-led outlets that are competing on some occasions with casual dining restaurants can differentiate with their craft choices.Consumer perceptions of craft occasions and prices differ by age group. Whilst older consumers are more price conscious, they can be persuaded to give craft a try by offering tasters. 26-35 year olds are more accepting of the price premium that craft choices carry - but it will still be vital for outlets to justify the price point through a perfect serve.

On what type of occasions are you most likely to drink craft beer and when are you less likely to choose a craft beer?

On my own

Catch up Special celebration

Going out as a couple

More likely to drink craft beer

Less likely to drink craft beer

Live event

Family After work

Everyday drink

Big night out

How we see it

37 35 3431 28 27 26

2317

are most price conscious when it comes to buying craft and are willing to pay up to £3.49 for a pint

Over 50s

Younger drinkers believe that craft beer is relevant for more occasions.

For example, whilst 28% of consumers would drink craft at a live event, 44% of younger consumers would do this.

Drinking craft beer as part of after work drinks is also more popular for younger consumers (36% would drink craft at this time vs 26% of the total market).

26-35 year olds

are willing to pay the most for craft beer – between £3.38 and £3.81 for a pint, dependent on outlet type.

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Try before you buy

Staff education is key for encouraging trial. Free tasters and samples are by some distance the most attractive option to encourage trial, even significantly in advance of deals/price promotions.

However, there is broad interest in nearly every idea put forward suggesting that increasing the available information about new products can help drive experimentation.

How much would each of the following encourage you try a new beer?

46

Free tasters/samples

Recommendations by the bar staff

Deals/price promotions

Information about a new beer at the bar

For outlets to successfully execute a craft proposition it is important to understand the role that it can play on the bar, how customers can choose what to drink and the best way to encourage trial.

How we see it

88% 82% 70%79%

Beer of the month promotion 74%

Special occasion 70%

Information about the new beer at the table 68%

Recommendations on the menu that match the beer with the food 63%

Won awards 60%

Other encouraging factors

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Panic-free purchasingIf a consumer’s favourite brand is not available most do not see this as a big issue - less than 5% claim they would leave the establishment as a result. That’s not to say that brands aren’t important - half of consumers will seek out a known brand as an alternative to their

favourite. Significantly, 34% of customers would try a new product for the first time, highlighting that outlets can drive excitement and trial of new choices with limited risk of losing their customer base.

Buy a different lager that you already liked

Try something new for the first time

Switch to a different drink (e.g. switch to

cider, ale, spirits, wine, a soft drink etc.)

Drink something different but not go back to this venue

next time

Leave the bar and go somewhere you

know stocks it

34

4811

25

If your favourite lager brand wasn’t on the bar which one of the following would you be most likely to do? (All who ever drink lager)

of 26-35 year olds would try a brand new lager if their favourite wasn’t available

40%

are the age group most likely to change category (15% would switch). This is likely due to a fear of trying an unknown brand. This age group would rather switch to a product or category they know if their first choice isn’t available. The best way to engage with the less secure 18-25 year olds is to proactively offer an alternative to their first choice, and allow them to try before they buy.

18-25 year olds

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Ask for taster 35

Ask the barman 32

Ask a friend 26

Try it without more information 19

Look at the beer label 19

Look at the beer menu 17

Get information from phone 12

Ignore it 11

Use social media to get feedback 5

If you saw a new lager in a pub/bar/club/restaurant which one of the following would you be most likely to do?

For outlets to inspire their customers to try new beers it is important that all media is covered. Whilst older consumers will look to staff for information, younger consumers like to find information through digital methods too (29% of 18-25 year olds turn to the internet for advice).

How we see it

would respond well to point of sale information on the bar. Any promotional pricing would also be well received by consumers, although price is not the main driver for trial.

of over 50s will ask the barman or request a taster. Only 8% will turn to digital media.

82%

70%

of consumers

Something to shout about

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Whether an outlet is looking to increase footfall, bring additional customers through the door, or encourage existing ones to spend a bit more when they are there, making sure that the right levers are pulled to drive growth is key.

• Attract more of the same customers or broaden appeal

• Bringing new customers on your craft journey

• Credible healthier choices

• Delivering a best in class experience to your target consumer

• More of the same occasions and creating new ones

• Rhythm of the week

• Credible beer and food matching

• New experiences and events

• Buying more and trading up

• World and craft beer choices

• Increasing dwell time

More people

More often

Spending more

Three ways to grow sales

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We’re here to helpAbout Carlsberg UK A lot has changed since J.C. Jacobsen shipped the first drop of Carlsberg to the UK in 1868. However, our founder’s dedication to bringing people together through better beer, burns as brightly as ever.

With a rich offering spanning mainstream lager, craft beer, cask ales, wines and spirits, we’ve upped the ante for pubs, bars and restaurants through our brands, quality dispense, training and support.

Brewing brands We’re passionate about brewing and selling some of Britain’s favourite beers. This includes Carlsberg, Danish style pilsner Carlsberg Export, Italian lager Poretti, Belgium ale Grimbergen, Czech craft lager Celia, and Sweden’s Backyard Brewery range including Shed Head, Bee 17 and Lawnmower. Plus, we hold the UK brand licences for Spanish lagers Mahou and San Miguel, and distribute the Brooklyn Brewery portfolio of craft beers across the UK.

Quality dispense and DraughtMasterOur latest innovation, DraughtMaster™ is a draught beer dispense system that is a step-change for pubs, bars and restaurants. The compact solution gives venues with limited space the chance to stock premium lager and craft beer, needing only water, a power supply and drainage. It uses 20 litre PET kegs, replacing Co2 with a built-in air compressor, an easy self-cleaning system and a simple modular structure to stock or rotate up to six draught beers.

Brewing a better today and tomorrowAs a business, we are united behind a purpose, to brew a better today and tomorrow. We do this through scientific research and our Together Towards Zero sustainability work, where we have the ambition to achieve zero carbon footprint, zero water waste, zero accidents and zero irresponsible drinking, by 2030.

Get in touch If you want to get to know us a little better, or to talk beer, wines, spirits or DraughtMaster™ then get in touch.

Our company news, purpose and sustainability work: http://www.CarlsbergUK.co.uk

To see how we can support your business: http://www.CarlsbergWeDeliverMore.co.uk

For wines, spirits and craft beer: http://www.CrownCellarsWines.co.uk

Follow our story on Twitter: @CarlsbergUKCorp

Trade with usWe like nothing more than the challenge to help you grow your business.

If you’re an existing Carlsberg UK customer please speak to your account manager to see what difference we can make in 2018 and beyond.

Or, if you’re new to Carlsberg UK and want to find out what we can do for you, contact us on.

0845 604 0294carlsbergwedelivermore.co.uk

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