Most consumers never try new alcoholic drinks

Eight out of 10 UK consumers never or rarely try new alcoholic beverages when drinking outside of their homes, new research has revealed.

Research shows the majority of British consumers are reluctant to try new alcoholic drinks

Research by Canadean found 77% of out-of-home drinkers were reluctant to try new products and 32% admitted to sticking to brands they already know and trust.

Reasons given for being hesitant to sample new brands included a lack of awareness of new products on the market (14%) and that there were no new drinks on the market that they liked (21%).

“With the vast diversity of products available at pubs, bars and clubs, consumers are faced with a myriad of alcoholic beverage options, and in the face of so many new drinks they often stick to tried and tested favourites,” commented Sam Allen, analyst at Canadean.

However, more than half of those questioned (56%) who frequently experimented with new drinks said they enjoyed trying new flavours and 33% looked for locally made products.

Seasonal products also proved favourable, with a quarter of consumers keen to try new offerings selecting seasonal beverages.

“Many consumers are becoming bored with traditional flavours, which has resulted in the rapid growth of smaller scale brewing and craft production,” Allen added.

“Limited edition and seasonal options that offer fresh and exciting tastes will encourage more consumers to try products while they have the chance.”