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Expert Insight


HOW ARE NIGHTCLUB DRINKING HABITS CHANGING?


Whilst the day we can all gather in a nightclub again is still some way off, we’re taking this chance to look forward at what customers might be looking for, when we can welcome them back. We visit nightclubs to socialise, dance and drink. But are consumer drinking habits having an impact on the way we interact with nightlife?


One in three 18-24 year olds don’t drink; 64% of nightclub visitors having had none or just one alcoholic drink. That’s a huge percentage of club customers opting to stay sober. But why is this?


Key reasons for curbing our alcohol intake:


MONEY Alcohol can be expensive. As people start saving more and start to value experiences far more than material products, people are reluctant to spend huge amounts of their cash on a big night out.


HEALTH We know drinking too much isn’t good for us. More and more people are becoming increasingly conscious of their wellbeing. Keeping off the booze can be a big part of that.


SAFETY We all want to make sure our friends get home safely at the end of the night. Enjoying fewer drinks allows people to have a great time without getting too drunk.


CONTROL Nobody wants to be tagged in photographs showing them at their worst. A few photo-worthy cocktails far outweighs being snapped stumbling out of a club.


32 January 2021 www.venue-insight.com PREMIUM PRICES FOR PREMIUM DRINKS


Sales of non-alcoholic drinks are growing year on year. In fact, they’re showing a growth of 75%. That’s because fewer consumers are drinking alcohol while out, yet still experience a great time.


So, when you consider which drinks you’re serving up behind the bar, you’ll have to be a little bolder than stereotypical pop. More than half of consumers want to see a wider range of soft drinks behind the bar, so if this isn’t on your menu, you’re missing a trick.


Coca Cola, has been dubbed the king of pop, but companies such as Fever Tree are stepping in to dominate the top spot in the premium mixer market. People are choosing top quality, luxury mixers and it won’t be long before customers demand a top soft drinks offering too.


The number of people looking for luxury non-alcoholic options is on the rise. Alcohol-free alternatives are big business, from non-alcoholic gins and beers through to low alcohol wine options. Mocktails and fruity soft drinks alongside healthy smoothies are driving the non-alcoholic boom.


For more insight into what the future of nightlife holds, and to see how working with a broker that truly understands your venue is important for you, visit their website or talk to the team on 0344 488 9205.


ndml.co.uk


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