New research from global liquor analysts CGA has reinforced the growing value of energy drinks to the on-premise.
New data shows around 2.7 million people in Britain now typically consume energy drinks, and well over a quarter (29%) are doing so more often than they did a year ago.
These drinkers are particularly valuable to the on-premise, according to CGA, spending an average of £119 a month on eating and drinking out.
They also tend to be loyal to brands, with a third (33%) always choosing the same drink, regardless of venue or occasion.
Data has shown that nightclubs have a higher rate of sale for energy drinks than any other soft drinks category, including cola and mixers.
CGA client manager Carla Bithell says after nearly two years of on-off restrictions on pubs, bars and nightclubs, consumers will be very keen to make the most of their drinking out occasions in 2022.
“Cocktails and bombs (made by dropping a shot glass filled with a spirit or liqueur into a tumbler glass partially filled with a chaser drink like an energy drink) should flourish as the year goes on, and there will be some great opportunities for suppliers and operators to energise profits,” she says.
“But in a very competitive part of the market, all businesses will need to stay right on top of consumers’ preferences and sales trends and strategise accordingly.”
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