Understanding the student Consumer and growing your Drinks Category

So what are drinkers doing? Spending more when they do go out Going out less often Pre-loading at home Changing dynamics of groups Food leading On-Trade occasions

So what are drinkers doing? Spending more when they do go out Going out less often Pre-loading at home Changing dynamics of groups Food leading On-Trade occasions

People going out less often How to get them to come into your bar (a) Make the most of the big events (b) Create your own occasions

(a) Make the most of the big events

Birthday’s, Christmas, Football are key But don’t forget the occasions that the rest of the On-Trade forget Source: HPI Nov 2010

How can you help drive these occasions? Experience Price

(b) Create your own occasions Dancing Lessons 27% Cocktail Lessons 45% Casino Night 29% Source: HPI Nov 2010

So how can Carlsberg UK help create these occasions?

Battle of the Bands Exclusive to NUS Support to run BOTB competition in bar Each kit contained internal & external PoS How to Guides inc. hints & tips Winning band to play at Wireless 2012

SVC Monthly kit Monthly ticket competitions Raise awareness of key Fixture posters Pocket takeaway fixture guides Monthly ticket competitions Raise awareness of key matches and help drive footfall

Student Ambassadors Student Ambassadors at 5 universities Driving students into the bar Digital awareness In bar promotions inc. music quiz, ‘green’ nights, experiential Tuborg dome activity

So what are drinkers doing? Spending more when they do go out Going out less often Pre-loading at home Changing dynamics of groups Food leading On-Trade occasions

Premium Category trends +14% vs. -15% +12% vs. -2% +102% vs. -17% +16% vs. -5% Tesco Finest range +10%

And this drives margin into your business RSP per pint And this drives margin into your business +34p -39p Standard Lager Premium Lager World Lager Footfall driving headline prices: - Price conscious consumers - Volume occasions Margin driver, image enhancer: - style and taste conscious consumers - quality, special and food occasions CGA Brand Index MAT to P12 2011

So what do you need to command a higher price? Premium Brands Premium Glassware Premium Dispense Staff Uniforms Beer Mats Tea Lights Menu Holders Wind Breaks Bar Runners Premium POS

But most of my customers drink the cheapest thing on the bar and complain when I put the prices up by 10p…

Different Consumers have different occasions at different times Friday/Saturday evening Mon-Thu evening Source: HPI Nov 2010

Driving Value to the Consumer +

So what are drinkers doing? Spending more when they do go out Going out less often Pre-loading at home Changing dynamics of groups Food leading On-Trade occasions

36% of occasions now start after 10pm Source: Alcovision Dec 2011

Driving Value to the Consumer (earlier in the evening) +

Make your bar better than people’s homes – VFM, service and atmosphere Open Late 75% Lively music 58% Serves cocktails 54% Has a dance floor 41% Source: HPI Nov 2010

So what are drinkers doing? Spending more when they do go out Going out less often Pre-loading at home Changing dynamics of groups Food leading On-Trade occasions

Students are increasingly going out in Mixed Sex groups Source: Alcovision Dec 2011

So how to attract these groups? 4 for £x

So what are drinkers doing? Spending more when they do go out Going out less often Pre-loading at home Changing dynamics of groups Food leading On-Trade occasions

Students don’t eat out as much in bars as Non-Students Source: Alcovision Dec 2011

So how can you drive incremental food purchases? +

Our Top 5 Tips Give people a reason to visit Encourage them to spend more when they’re in Think about adjusting your offering by day of week and time of day Ensure you’re offering great VFM (but that doesn’t just mean cheap) Listen to your customers

So we can give you some pointers and advice but who knows your consumers best…