Page 4 - BB Foodservice Drinks Express 10th September – 4th November 2021

Students Return to UNIVERSITY

Student's return week represents a strong opportunity
for operators to boost sales, as nearly a quarter (22%) of
students normally visit the GB On-trade over that period.
This is even more relevant when considering that students
have similar level of spend when drinking out vs the
average GB consumer.

“Late Night” remains as the main day part for students when drinking out, but they do over index across
most day parts. Although students are looking mainly to spend a big night out, they are also keen to
Students Return to University
celebrate or simply socialise with their friends in the GB On-trade. Thus, publicans should provide a full
experience-led offering to cater these consumers.

Students are most attracted by promotions, with experiential factors also
playing a big role, thus operators should offer drinks deals and the right music
type to engage with them effectively.
Top-5 Over-indexing occasions Students over indexing drivers
for Students to Drink of visit for drink led occasion
Index vs GB consumer Index vs GB consumer
● 28% Big night out (+19pp) ● 37% Drinks promotion (+24pp)
● 21% To watch sports event (+14pp) ● 26% Recommendation from friend (+15pp)
● 24% After work drinks (+13pp) ● 24% They play my type of music (+14pp)
● 24% Celebration (+12pp) ● 33% Choice of food (+10pp)
● 22% Regular/every day drink (+11pp) ● 22% A place I habitually visit (+7pp)

of students get information about new places of students find out most information
37% from social media, from the brands themselves, 26% about new places through friends’
social media reviews or bloggers. recommendations on social media.

Operators should also
offer the right serve with
students preferring to
drink spirits with a mixer Shots Cocktails with a Mixer
or in a cocktail, with
Considering that students 27% 52% 57%
the latter representing
a great way to engage
with them.

are already in tune with of students cited of students cited of students cited
cocktails and the proximity
that they drink that they drink that they drink
to the summer season which
spirits as a shot spirits in a cocktail spirits with a mixer
has attached the highest
consumption rate.
+11pp. vs Avg. +17pp. vs Avg. -8pp. vs Avg.
GB Consumer GB Consumer GB Consumer
Source: CGA BrandTrack February 2020 (18)
Beer and Gin, Specialities, and Rum are the next main categories for students, where ranging will be vital to meet this
audience's demand over September. Cocktails represent a good way to expand spirits' influence among students,
particularly considering their taste for specialities and that summer is by far the main season for cocktails consumption.

Some top winning brands based on volume % Cider showed the highest
uplift over September versus average ROY month volume uplift in September
vs the average month
of the year.
Whitley Neill
+45% +52.7% Peroni Libera
Parma Violet Apple and Fruit
are the key
Old Mout
+63.7% Aperol +20.1% variants that
Strawberry & Pomegranate
operators should
Tanqueray Old Mout stock to
+17% +16.5%
Seville Kiwi & Lime accommodate
students' demand.
Kopparberg
+14% Birra Moretti +18%
Strawberry & Lime
PP = Percentage Points
4 Drinks Express 10th September - 4th November 2021