Why are customers more likely to try a new drink in the on-trade than the off-trade?

For the customer the social atmosphere and presence of knowledgeable service staff is conducive to exploring new or unfamiliar food and drink offerings.

Why are customers in bars, restaurants and other licensed establishments more likely to try a new drink than those consuming adult beverages at home?

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Off-trade

Well, according to US firm Technomic’s 2012 Trends in Adult Beverage (TAB) survey (conducted earlier last year), one reason is that the only investment in a trial is the cost of a drink whereas it would be the price of an entire bottle or multipack in the off-licence.

Another is that for the customer the social atmosphere and presence of knowledgeable service staff is conducive to exploring new or unfamiliar food and drink offerings.

In addition, the experiential aspects of the on-premise environment—hospitality, social interaction, dining, attractive presentation elements such as glassware and garnish as well as knowledgeable and engaging bartenders together with servers who provide skilled drink-making—result in consumers forging specific associations with an adult beverage category and/or brand and contributing to loyalty.

Consumer affinity for a category and/or brand drives repeat on-premise purchase and often translates to off-premise purchases that drive total volume, states the report.

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