Page 8 - BB Foodservice Drinks Express 10th September – 4th November 2021

Halloween

Halloween
£129.67
Halloween is the 3rd highest spending Festival Halloween
in the UK, after Easter & Christmas. Consumer average
eating & drinking
Halloween celebration represents a strong opportunity spend per month
(+36% versus
for publicans to boost sales. Halloween Consumers not
the average GB
only are well engaged with the trade but also they can consumer)
deliver strong value with the typical drinker spending
+36% more when out than the average consumer.

Top-5 Over-indexing occasions
for Halloween consumers to Drink
Index vs GB consumer
● 16% Night out (+7pp)
● 17% Treat/reward (+6pp)
● 18% After work drinks (+6pp)
● 15% Visiting numerous bars (+6pp)
● 18% Meeting point (+5pp)
Publicans should provide a full experience-led
offering to cater for these consumers. To effectively
attract this audience, venues should offer drinks
promotions, alongside experiential factors such as
music and atmosphere.

Halloween consumers are mainly looking for a big night
out or simply socialise with friends
Halloween consumers show strong preference
towards cocktails and spirits, thus ranging these key
categories is vital to engage with them.
Halloween consumers’ over-indexing
Index vs GB consumer drivers for drink led occasions
● 41% Cocktails (+21pp) ● 36% Vodka (+21pp) Index vs GB consumer
● 22% Liqueurs (+14pp) ● 22% Lager (+14pp) ● 20% Drinks promotions
● 17% Tequila (+14pp) ● 23% Quality of experience
● 15% Type of music played
● 25% Ambience/atmosphere
● 15% Recommendation from someone I know
Venues should offer the most popular cocktails serves
with seasonal twists to accommodate consumer demand
over Halloween. See page 9 for some of our suggestions.

72% of Halloween consumers
have increased their awareness
of eating/drinking out brands
through social media,
highlighting the need for retailers
to communicate their Halloween
activations through the brand’s
social media accounts.

Stock the biggest VODKA
Smirnoff Vodka 76%
selling Spirits TEQUILA
brands, this Sierra Tequila Silver 39%
LIQUEURS
Halloween Jagermeister 59%
RUM
Captain Morgan Spiced Gold 52%
Top Halloween
AMERICAN WHISKEY
consumers favourite Jack Daniels 84%
Spirits by Category GIN
(% consumers) Gordon’s Gin 61% / Bombay Sapphire 61%

PP = Percentage Points
8 Drinks Express 10th September - 4th November 2021