3 Value
Many drinkers choose draft over packaged beer because they prefer the taste, freshness and glass serve. But with spending still tight, perceptions of value continue to be important, and more than one in five (22%) draft consumers choose it because it’s cheaper. Stressing value for money is crucial, but it’s important to remember that this doesn’t have to mean cheap—just worth whatever price is being paid.
4 In-venue draft promotion
A lot of future growth in draft beer will be driven by advertising. Well over a quarter (28%) of draft beer consumers say they are likely to purchase a brand after seeing it advertised in a venue, and there are plenty of touchpoints at which to influence them. The report reveals that coasters, glasses and neon signs are the three most effective forms of connection, with tap handles, posters and menu boards among the other useful tools for discovery.
5 Draft cocktail consumers
BevAl draft means more than just beer, and cocktails might be the next big opportunity. While sales are currently modest, research indicates that interest is rising, as around half (49%) of On-Premise visitors have now had a draft cocktail or would try one. This number jumps to 61% among 21 to 34 year-olds, who are more likely than average to be attracted by innovations in cocktails. As well as growth potential, draft cocktails have clear operational advantages, like speed of serve and consistency of quality.
