1. Understanding the student Consumer and growing your Drinks Category

2. 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

3. 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

4. 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

5. (a) Make the most of the big events

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

7. How can you help drive these occasions?
Experience
Price

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

9. So how can Carlsberg UK help create these occasions?

10. 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

11. 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

12. 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

13. 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

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

15. 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 P

16. 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

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

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

19. Driving Value to the Consumer+

20. 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

21. 36% of occasions now start after 10pm
Source: Alcovision Dec 2011

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

23. 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

24. 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

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

26. So how to attract these groups?
4 for £x

27. 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

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

29. So how can you drive incremental food purchases?+

30. 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

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