IntroductionAs the off-trade has emerged as the primary channel of engagement between brand and consumers, the on-trade’s role in brand building and in sales generation has had to change. On-trade exclusives; targeting under-represented on-trade demographic groups; harnessing the power of social media; and making the on-trade experience both interactive and experiential will be vital going forward.Features and benefits“Achieve sales growth by identifying how alcohol manufacturers are tapping into underlying consumers trends to drive sales growth”“Enhance credibility during sales pitches by understanding the differing drivers of on trade drinking globally”“Stimulate ideation and invigorate brands by learning from best practice examples from the beer, wine and spirits segments"“Enhance your market positioning and concept development efforts and reduce risk for new product launches and increase the chances of success”HighlightsThe off-trade dominance across most markets presents a dilemma due to the value generation advantages that on-trade sales present and the fact that the traditional routes to market for new products are through that channel.However, marketers must consider that the on-trade still presents the best way to make an impact in the market and achieve brand differentiation (particularly in a controlled bar environment where the product can stand out from the competition), which can be followed by a retail roll-out.Your key questions answeredWhat are the key consumer drivers of the on-trade and how does it fit with a premiumization marketing strategy?How can the on-trade be harnessed to create a winning brand positioning?How can the tendency for experimentation, a key characteristic of on-trade behavior, be harnessed?How can the cross-over between packaging type and venue type be harnessed to drive brand differentiation?
advertisement