Diageo has unveiled its latest Drinks Report, which outlines the growth opportunity for alcoholic beverages in Great Britain for 2019.
The report identifies four key growth pillars for the off-trade:
- Balanced Choices – Mindful consumption is on the rise, with no and low beer offerings experiencing double digit growth.
- Make the Moment – Consumers are more and more looking for products that elevate their experiences. For example, “easy and impressive meals for company” is one of the fastest growing Google search terms for dinner parties.
- 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, seven in 10 adults have discovered a new beverage on social media and considered buying it.
- Celebration – Celebrations represent a huge opportunity for increased consumer spend. Diageo says stocking premium ranges, combined with effective merchandising, will encourage consumers to trade up when shopping for special occasions.
The Diageo Drinks Report combines expertise and insight from Diageo GB’s 14-strong Category Development team whose remit is to stay on top of the latest consumer trends and provide insight to retailers.
The report kicks off a new category initiative – Transforming Drinks Experiences – which aims to help retailers decipher the latest consumer trends and unlock the £5.2bn growth opportunity the off-trade presents.
Madeline Bedford, Diageo’s Senior Customer Category Manager, commented: “Consumer drinking habits are changing, with an increased focus on premiumisation and heritage. As consumers grow more confident and their repertoires become broader, it is no longer appropriate to look at drink categories in isolation. To unlock true value, we must identify where and how consumers want to enjoy drinks and ensure there is always a relevant offer for them.
“Our Transforming Drinks Experiences initiative identifies ways retailers can take advantage of shifts in consumer behaviour and maximise profits from the total alcoholic drinks category.”
