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News
US millennials plan boozy Black Wednesday
One in four US millennials will visit a restaurant, bar or nightclub this coming Black Wednesday, according to a Nielsen survey.
24% of millennials visit the on-trade on Black Wednesday
According to the latest Nielsen CGA On Premise Consumer Survey, a fifth of the legal drinking age population say they will visit the on-trade on Black Wednesday before spending Thanksgiving Day with family.
In total, 24% of millennials say they will visit the on-trade on the day before Thanksgiving – 43% of which will head to a neighbourhood bar.
This figure is beaten only by Halloween – where 56% of 21-35 year olds celebrating in the on-trade say they plan to visit a local bar. New Year’s Eve comes in third at 42%.
Scott Elliott, SVP of Nielsen CGA, said: “Fewer than one in four legal drinking age Americans visit a neighborhood bar on a weekly basis, so Black Wednesday is a big opportunity for a part of the on-premise which has faced challenges and many closures over recent years.
“In fact, America has lost one in six neighborhood bars in the last decade, so making the most of every opportunity is clearly important.”
While out, 43% of the legal drinking age population plan to drink beer, with 33% choosing cocktails, 29% selecting table wine and 14% opting for spirits.
Elliott added: “With a third of those visiting their local bar this Wednesday drinking cocktails, there is an opportunity to grow spend with the right serve.
“We at Nielsen CGA survey 30,000 on-premise visitors a year and we know that cocktail drinkers are willing to spend 11% more on what they perceive to be a premium cocktail.
“Add in the fact that consumers typically drink 2.4 cocktails per cocktail-drinking session and it is easy to see the revenue opportunity here for those bars set up to succeed.”
Additionally, Nielsen revealed that the “modern on-trade visitor” drinks from multiple categories – four on average; 5.5 for millennials – and recommends that “effective” menus, promotions and server recommendations are the best ways to do this.