Festivals are discovery opportunities for brands

Music festivals hold great opportunities for brands to attract younger legal-drinking-age consumers, the latest data from CGA revealed.

CGA’s Consumer On Premise Impact Report surveyed almost 1,600 consumers in Texas, California, Illinois and New York between 27-29 April.

The questions were designed to find out what their expectations and desires were, and how they intended to spend the following two weeks.

The results showed that a third of festivalgoers were likely to try a new brand during an outdoor festival or concert, and then drink that new brand in a bar or restaurant.

Two in five festival attendees had tried a new brand during an outdoor festival or concert. Plus, half of consumers have visited an outdoor festival or concert pre-Covid-19, while one in five have visited an event in the last year.

More than 60% of those aged between 21 and 34 years old said they were likely to visit an outdoor festival or concert this year.

Furthermore, half of consumers attending music festivals are likely to consume more drinks than they would during a typical visit to a bar or restaurant, the data suggested.

Matthew Crompton, CGA regional director – North America, said: “The resurgence of festivals presents great opportunities for drinks brands to target younger consumers, especially as two in five festival attendees try new drinks brands when they go to these types of events.

“These insights into festivals are a prelude to our larger Channel Strategy piece of research coming in the next few months, which includes a set of targeted reports providing insights into channels that are often difficult to read – such as casinos, stadiums and nightclubs.”