1 in 3 US consumers planning to visit the On Premise for Halloween

On Premise for Halloween

CGA’s Consumer On Premise Impact Report* uses data from a survey (October 12-13, 2022) of 1,604 consumers within Florida, Texas, California and New York to explore their expectations, desires and how they plan to behave in the next two weeks, including Halloween.

Source: CGA.

Overall visitation

  • 7 in 10 consumers have visited restaurants and/or bars for food-led occasions in the past 2 weeks, while 2 in 5 have done so for drink-led occasions. This remains consistent with September.
  • The frequency of visits to On Premise venues has also remained consistent with almost 4 in 5 consumers having visited the On Premise 3 or more times in the past 3 months.
  • Future visitation is looking positive with just over 7 in 10 planning to eat out in the On Premise during the next 2 weeks and 44% planning to visit for drink-led occasions.
  • Beer and cocktails remain the most consumed alcoholic drink categories in bars and restaurants.
  • Over 3 in 5 consumers had their most recent visit to the On Premise within the past week, while 57% are intending to make their next visit to bars and/or restaurants in the next week.
  • There are high levels of satisfaction across consumers visits to the On Premise, with 87% happy with the quality of service and 86% satisfied with the quality of their overall experience.
On Premise for Halloween

Cost of living: Consumer still prioritizing bars and restaurants

  • + 2 in 5 consumers have been visiting the On Premise as frequently as usual over the past 3 months. Around a third have been visiting more than usual during this time period. Wanting to treat themselves and try new places are the main drivers for consumers to visit more often.
  • 25% of consumers would prioritize regular trips to bars and/or restaurants even if their disposable income reduces, highlighting the importance of the On Premise to many. This comes in as the second highest factor to prioritize, with only clothing ranking slightly above. Over a fifth would also prioritize special occasion visits to venues. 
  • Visits to the On Premise remain a fundamental activity for many, with 2 in 3 excited to visit bars and restaurants in the future.

Planned visitation for Halloween

  • 1 in 3 are planning to visit bars and/or restaurants to celebrate Halloween. 
  • Consumers are planning to drink a range of categories during their Halloween celebrations, with beer being most popular followed by vodka and whiskey. 
  • Drink-led venues have higher anticipated visitation levels to celebrate Halloween led by neighborhood bars, sports bars and nightclubs. 
  • Consumers are most likely to visit the On Premise during happy hour, early evening or late evening. 

Nearly a third of US consumers visited the On Premise to celebrate Oktoberfest, so it’s no surprise to see a significant percentage are also planning to visit bars and restaurants for Halloween – with consumers continuing to prioritize the channel for social and special occasions.

Across these types of events, it’s fundamental to understand the channels consumers will frequent – with restaurants proving popular for Oktoberfest, while in contrast for Halloween consumers are planning to visit nightclubs and neighborhood bars. For suppliers, identifying where the opportunities lie for their brands and categories within these channels has never been more important – with our new Channel Strategy Study providing the insights and clarity needed to tailor tactics to win in this space.

Matthew Crompton, CGA Regional Director, North America.

The Consumer On Premise Impact Report is a consumer research report tracking and reflecting on how consumers currently feel about the On Premise, and how the sector can position its offering to increase visitation.

You may be interested in: US Wineries Struggle to Raise Prices.

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