The hospitality data consultant's ‘Going Premium’ report found that 43% of Britons choose high-quality drinks or say they are likely to upgrade to one when drinking out of home with the figure rising to 54% among 18 to 34-year-olds.
Sales in spirits classified as ‘super premium’ have increased by nearly 12% in the year to June 2017, according to the report. It also found that craft volumes increased by 14.5% in the year to June.
CGA has included in its report what it says are key steps operators can take to capitalise on ‘premium drinkers’, including a focus on range, price points and serving style.
Phil Tate, CGA’s chief executive, said: “The shift towards premium brands has been one of the most fascinating trends in drinking-out in recent years.
“This report casts new light on the factors behind premiumisation and its consequences, and has some vital insights into the soaring appeal of luxury brands in particular.
“Operators will need to stay right on top of drinking trends like these if they are to generate spend and loyalty in this ultra-competitive market.”