On-demand webinar
To navigate the ever-evolving Alpine On Trade landscape, drinks brands must understand the new dynamics at play and identify new opportunities to drive growth in a competitive market.
In this session, On Trade experts explored the latest trends and insights, focusing on the Alpine region, including:
+ The importance of On Trade to driving brand and business success
+ How rising prices and declining alcoholic consumption are reshaping the market
+ The current state of drink categories, including no/low-alcohol, spirits, and beer
+ Opportunities for premiumisation, experimentation, and engaging Gen Z consumers.
Watch the on-demand webinar now!
Key insights discussed in our Alpine Webinar
Premiumisation, Gen Z and no and low alcohol are among the top target areas for suppliers to the On Premise in Austria and Switzerland.
Hosted by client solutions manager Carmela Asinas and customer success and insight manager Miriam Stirnimann, with additional Off Premise insights from account director Sabine Reihs and senior analytic consultant Laszlo Zsom, the session provided a comprehensive look at evolving consumer behaviours and category trends across the Alpine region.
Below, we spotlight some of the key insights shared during the webinar:
1 Visits have dropped…
In common with other regions of the world, visits to bars and restaurants have been under pressure in recent times. Data from CGA’s OPUS Lite survey shows 51% and 45% of consumers now visit the On Premise weekly In Switzerland and Austria respectively—down year-on-year by 7 and 3 percentage points.
2 … But the On Premise is still core to people’s lives
While some people’s spending is under pressure, there are positive signs for the future. More than four in five (84%) Alpine consumers plan to increase or maintain their frequency of visits in the next 12 months. It is also clear that the On Premise is at the heart of life in this region, as around three in five consumers in Austria (58%) and Switzerland (61%) say they would feel lost or disappointed if they could no longer visit.
3 Consumers in both countries show willingness to premiumise
Despite economic pressures, consumers in both Austria and Switzerland are showing a clear appetite for premium drinks. More than two in five consumers in Austria (43%) and Switzerland (44%) say they are likely to premiumise their choices—making it vital for suppliers to target the right consumers in the right space with the right brands. CGA by NIQ’s data shows that in categories like cognac, schnapps, whiskey and brandy, premium is becoming the norm rather than the exception.
4 Gen Z is crucial
For suppliers seeking to unlock extra spend and secure the buyers of the future, Gen Z—people born since 1997 and of legal drinking age—is crucial. OPUS Lite reveals that in Switzerland and Austria, Gen Z consumers are 9 and 11 percentage points more likely to visit weekly. They also have a larger brand portfolio and a greater desire for new options, so brands need to align with the mindset of a generation that values innovation and authenticity.
5 Younger adults are redefining On Premise choice
CGA by NIQ’s data highlights important variations in Gen Z’s drink choices. They heavily over-index for cocktails, vodka and tequila—categories where experimentation and customisation are easily available—and are less likely than older guests to be choosing beer and wine. Gen Z are also much more aware of newer options, like bubble tea, matcha and frozen cocktails— drinks that reflect their appetite for novelty and flavour exploration.
6 Interest in no and low has soared
Gen Z also over-index for soft drinks and no and low alcohol alternatives. They are part of a big global trend for moderation in alcohol consumption that has made interest in categories like alcohol-free beer and mocktails higher than ever. In Austria, around a third (32%) of consumers engage with no and low drinks, making it the top country in Europe for penetration. While younger adults are leading the trend, older age groups are also showing growing interest in no and low options.
7 On Premise success boosts Off Premise strategies
Alpine On Premise trends like premiumisation and no and low alcohol are mirrored in the Off Premise. Premium brands are gaining share in five of the top nine spirits categories in Austria, while Off Premise sales of non-alcoholic beer and spirits have grown by 15% and 67% respectively. Importantly, CGA by NIQ’s data makes it clear that interest in the On Premise translates to Off Premise sales as well. Well over half (57%) of Gen Z who enjoyed a product while out would buy it for at-home consumption as well. This is a reminder that the On Premise is where big trends begin and trial and loyalty are established.
NIQ’s best-in-class range of solutions provide many more insights into Alpine BevAl landscape, helping suppliers and operators understand needs and optimise their strategies.
To get robust, comprehensive data across the beverage alcohol industry, get in touch with our experts today!
