House parties back as cost of living bites
Research from hard seltzer brand White Claw has found that house parties have become more popular in the past year as disposable incomes are squeezed.
One in four (23%) respondents in the UK said they have been to more house parties in the past 12 months compared with 2022.
More than a third (35%) described house parties as an important way of socialising during the cost-of-living crisis. More than a third (36%) said they preferred pre-drinks to a night out, with 68% citing ‘feeling more relaxed’.
White Claw has launched a pop-up shop dedicated to pre-drinks and house parties, called ‘The Claw-ner Shop’, which will stock its hard seltzers and a range of snacks.
RuPaul’s Drag Race star Bimini will serve as shopkeeper for the two-day pop-up (24-25 November), while party label Defected Records will host DJ slots.
Michael Dean, marketing director at White Claw UK, said: “We know that clubs and bars are the beating heart of UK nightlife, but we wanted to understand house parties on a deeper level, so we ran research that has provided us with the ingredients to create the ultimate house party.
“This November, we’re here to help put good house parties back on the map with the launch of ‘The Claw-ner Shop’, hosted by our White Claw favourite Bimini Bon Boulash, that will have everything customers need to supercharge their house parties.”
More than a third of UK consumers have reduced how frequently they go on a night out due to the cost-of-living crisis, a survey earlier this year revealed. Many have suggested that on-trade sales ‘may never’ return to pre-pandemic levels.