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Nightclub visitors experiment most in on-trade

New research has found that US consumers who visit nightclubs are more willing to experiment with their drinks purchases.

One-in-five survey respondents said they visited nightclubs

CGA by Nielsen IQ’s latest data has explored how often consumers venture outside of ordering the same drinks category and brand in the on-trade, and nightclub visitors have been found to be most likely to experiment outside of their usual order.

Overall, 7,515 consumers who planned on visiting the on-trade in the next 12 months were surveyed, and of that number, 1,364 of those were nightclub visitors.

Matthew Crompton, regional director – Americas, said: “There’s a huge opportunity to take advantage of the desire to experiment within the nightclub audience. Brands, suppliers, and operators should be looking at all the factors that inform the decision-making process and consider these when creating strategic plans for the year ahead.”

In 2022, one-in-five consumers said they visited nightclubs, with ‘casual’ nightclubs proving more popular than ‘premium alternatives’, according to the data analysis company.

CGA’s latest report revealed that liquor/spirits is the most popular category of drinks purchases in nightclubs, with 53% of respondents selecting this as their go-to order.

Cocktails took second place, with 43% choosing it as an order, followed by wine (28%), ready-to-drink products (25%) and hard seltzers (23%).

Respondents were able to select multiple categories for their drink of choice.

One-third of clubbers said that they consume drinks from multiple categories during their visit, with experimentation being the driving motivator of this.

‘This provides a great opportunity to influence consumers on their drink choice,’ CGA’s report said, ‘emphasising the quality and excitement of a brand could entice those looking to experiment during their visit.’

CGA recently found that ultra-premium spirits are growing across the US nightclub scene, and, nationwide, vodka is the most popular spirit category in nightclubs.

Earlier this week, it was revealed that one-third of nightclubs in the UK shut for good in 2022, and trade body the Night Time Industries Association warned that the sector is ‘suffering heavily’.

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