Exclusive research from CGA by NIQ suggests that Australia’s pubs and clubs are set for a big increase over the Christmas period, in line with the same four-week period in 2023.
CGA’s On Premise Measurement (OPM) service shows spirits sales by volume in the last four weeks of last year were more than a quarter (26%) higher than the previous four-week period, selling both as simple serves with mixers and in cocktails. In particular, rum performed particularly well, growing by 27 per cent in that four-week period. Beer volumes were up by nine per cent.
Meanwhile, CGA’s On Premise User Survey (OPUS) uncovered consumers’ Christmas venue visitation habits. It indicates that four in five (83 %) Australians will visit pubs, bars, restaurants and other licensed premises, including clubs, in the last week before Christmas – significantly more than the 69 per cent who will do so between Christmas Eve and Boxing Day. Other insights to help businesses predict and capitalise on demand include:
- More than a quarter (29%) of consumers buy ‘festive drinks’, providing suppliers and venues with an opportunity to incorporate spirits into Christmas-themed menus.
- The same number (29%) say they buy drinks for other people over Christmas – opening up potential to increase spending via rounds and multi-buy deals.
- Over a quarter (28%) stay out for longer than usual over the festive season.
“The next few weeks are crucial for Australia’s on premise, and for many businesses Christmas trading can make all the difference between positive and negative growth for the year,” stated Tom Graham, CGA by NIQ’s senior manager, customer success – ANZ.
“After tough trading conditions in recent months it’s a crunch period for spirits in particular, and with consumers’ confidence rising we can be cautiously confident about seeing a release of some pent-up demand for drinking out. To take full advantage, it’s essential to know exactly where and when to expect uplifts.”