Students Return to University
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
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
for Students to Drink
Students over indexing drivers
of visit for drink led occasion
Index vs GB consumer
37%
● 28% Big night out (+19pp)
● 21% To watch sports event (+14pp)
● 24% After work drinks (+13pp)
● 24% Celebration (+12pp)
● 22% Regular/every day drink (+11pp)
of students get information about new places
from social media, from the brands themselves,
social media reviews or bloggers.
Operators should also
offer the right serve with
students preferring to
drink spirits with a mixer
or in a cocktail, with
the latter representing
a great way to engage
with them.
Considering that students
are already in tune with
cocktails and the proximity
to the summer season which
has attached the highest
consumption rate.
Source: CGA BrandTrack February 2020 (18)
Shots
26%
+11pp. vs Avg.
GB Consumer
of students cited
that they drink
spirits in a cocktail
+17pp. vs Avg.
GB Consumer
● 37% Drinks promotion (+24pp)
● 26% Recommendation from friend (+15pp)
● 24% They play my type of music (+14pp)
● 33% Choice of food (+10pp)
● 22% A place I habitually visit (+7pp)
of students find out most information
about new places through friends’
recommendations on social media.
Cocktails
27% 52%
of students cited
that they drink
spirits as a shot
Index vs GB consumer
with a Mixer
57%
of students cited
that they drink
spirits with a mixer
-8pp. vs Avg.
GB Consumer
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 %
uplift over September versus average ROY month
+45% Whitley Neill
Parma Violet
+52.7% Peroni Libera
Tanqueray
Seville
+16.5% Old Mout
+63.7% Aperol
+17%
+14%
4
Birra Moretti
+20.1% Old Mout
Strawberry & Pomegranate
+18%
Kiwi & Lime
Kopparberg
Strawberry & Lime
Drinks Express 10th September - 4th November 2021
Cider showed the highest
volume uplift in September
vs the average month
of the year.
Apple and Fruit
are the key
variants that
operators should
stock to
accommodate
students' demand.
PP = Percentage Points
