Score big in the On-Premise this World Cup
NIQ’s latest REACH research, powered by CGA intelligence, reveals the huge potential of the tournament for suppliers and operators. Globally, more than a fifth (22%) of consumers plan to watch matches in pubs, bars or restaurants. The number rises to 26% of 18- to 34-year-olds, who are among the On-Premise’s most commercially attractive groups – and it’s even higher at nearly half of consumers in some territories. Men (25%) are more likely to visit venues than women (18%).
These and more nuances mean that while interest in the World Cup is global, brands will need to take a localised approach to promotional strategies. It will be crucial to adapt to different levels of engagement by market, venue, category, pricing and other variables.
Why the On-Premise scores
REACH, which surveyed consumers in nearly 50 leading markets, shows how the On-Premise will deliver World Cup experiences that can’t be replicated anywhere else. Two thirds (66%) of those who will go out for games agree that watching in a bar feels more exciting than at home. The special atmosphere of venues creates powerful emotional connections, with shared experiences and energy that make them an ideal platform for brands to achieve trial, trade-ups and loyalty.
Giving the fans what they want
When choosing where to watch a match, many factors influence fans’ decisions, but pricing stands out as a key driver. Nearly two-thirds (62%) of global consumers planning to watch in bars or restaurants prefer venues that offer good drink deals or match-day promotions.
However, this doesn’t mean that consumers will be tightening their spending. Three in five (59%) expect to spend more on drinks during World Cup games than they do on other visits. And a similar proportion of fans will also be ready to experiment and trade up. Globally, 58% agree they are more likely to try new drinks or brands during the World Cup, rising to 61% among 18- to 34-year-olds. The number is also notably higher in some of the world’s fastest-growing markets, where consumers may be encountering many brands for the first time.
Opportunities beyond beer
Category-wise, beer is usually the biggest winner during big sporting tournaments. Beer drinkers are 5 percentage points more likely than average to watch the tournament in the On-Premise, and they are 4 percentage points more likely to spend more than usual.
However, the opportunity spans far wider. Other attractive targets include cocktail drinkers, who are 6 percentage points more likely to spend more on drinks during the World Cup than usual, and 9 percentage points more likely to try new drinks or brands. Beer will be core to sales, but cocktails, spirits and soft drinks can all benefit too, so long as brands discover where, when and why they are wanted.
Selling outside the 90 minutes
The World Cup will also have a halo effect for the On-Premise, with fans arriving well before kick-offs and staying long after final whistles. Nearly three in five (58%) consumers around the world say they expect to go elsewhere for drinks before or after the game.
This means brands and venues need to capture consumers throughout their World Cup journeys. From pre-match meetups to half-time orders to post-match celebrations, there will be numerous sales opportunities beyond the actual play. Each of these stages will bring different approaches to categories and brands.
Tracking matters
The rich variety of opportunities at the World Cup highlights the challenge of anticipating demand and measuring success. The tournament is an outstanding chance to grow the equity of brands as well as volumes, but only if beverage brands can precision-target the right outlets & consumers with the right offer. To win the competition, suppliers need to know whether activations are translating into sales and whether activations are translating into awareness, trial and loyalty.
Unlock essential On-Premise insights
NIQ’s global REACH research and in-depth OPUS surveys in individual countries deliver many more insights into consumers’ engagement with big sporting occasions like the World Cup. They are complemented by solutions including Outlet Index, which supports distribution and activation, and On-Premise Measurement, which uncovers the effectiveness of sales strategies.
To learn more, get in touch with the NIQ experts.
