Almost half of drinkers are willing to pay more for a better quality drink, a new report from CGA has shown.

The 'Premiumisation: Change, Challenge and Opportunity' report sets out major trends in premium drinks and identifies opportunities for operators and suppliers to increase sales.


It showed that 47 per cent of consumers are willing to pay more and that there was a surge in very high-end sales in 2019 — including 21 per cent growth in super-premium spirits. It also showed that 848,000 more people were drinking world lager in 2019 than in 2016.

Mark Jackson, senior client manager at CGA said: "From spirits to beer to soft drinks, premiumisation continues to disrupt the on-trade.

"But it's a complex and fast-changing story, and we've seen the market diverge substantially over the last year, with examples of growth in both super-premium and mainstream categories.

"Where the market goes from here remains to be seen—but it's clear that an understanding of the nuances in consumers' attitudes to factors like quality, range and price is more crucial than ever in 2020.

"Consumers are increasingly fickle and experience-driven and have developed very high expectations of out-of-home eating and drinking. Understanding the drivers, dynamics and habits of their behaviour has never been more important when it comes to capitalising on premiumisation."