42% of consumers watch sport in pubs and bars, according to research from on premise measurement, insight and research consultancy CGA.
CGA stated that data from its OPUS (on premise user study) has revealed that 63% of consumers watch sport, with 42% doing so in pubs and bars, and those aged 35 to 54 being most likely to watch, and while men make up the majority, 41% are female.
According to CGA, 43% of sports viewers say they watch rugby union, but football is the most popular sport in pubs and bars, watched by 68% of consumers, and gaelic football is the third most popular sport, being watched by 39% of consumers.
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CGA said that its research also reveals that lager, which is consumed by 60% ofconsumers who watch events in pubs and bars, is the most popular drink on sporting occasions, while 30% drink stout, and vodka, which is drunk by 33%, is the most popular spirit among sports consumers, just ahead of whiskey at 30%.
Atmosphere is a factor in venue choice for 44% of sports fans, making it the biggest consideration ahead of location at 40% and seating availability at 38%, according to CGA, and 45% of sports consumers visit the on premise for drink-led occasions at least weekly, compared to 29% of all consumers. They are also much more likely than average to use food pubs and late-night bars, according to CGA.
Statement By CGA Client Director, Ireland
CGA client director, Ireland, Sian Brennan, stated,"The Six Nations is a timely reminder of the huge popularity of sport in Ireland’s pubs and bars, and the tournament should give drinks sales a much-needed shot in the arm.
"But as our research shows, there are big opportunities to generate sales against sporting occasions right across the year. It's a market that should flourish as consumers return to the on premise after months of restrictions, and working out the motivations and habits of sports fans will help suppliers and operators to grow sales and build brands as 2022 goes on."
OPUS Research Information
CGA stated that its OPUS research combines with the on premise measurement service to provide a picture of consumers' habits and sales trends in Ireland's on premise, and that they provide insights into sports fans' engagement with pubs and bars that can help suppliers and operators understand drinkers’ preferences, ways to influence choices and how to position brands.
Additionally, CGA noted that the above research relates to the island of Ireland.
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