Nightlife continues to struggle; Camden Town advert banned; Financial help for French wine
REKOM’s Night Index revealed that 35% of Britons have reduced their frequency of nights out since autumn 2022, primarily due to financial reasons. 50% cited increased living costs as a reason, whilst 43% cited more expensive bills, and 33% said they needed to save any spare disposable income.
Furthermore, those still going on nights out are reducing their spending. The average total spend on a night out is down -0.2% on March 2023, primarily driven by a -2.2% decrease in average drinks spend. Consumers have switched some of their drinking to pre-drinks in the off-trade, which is up +1.1%. This is reflected in the drinks decline in nightclubs, where MAT volume is down -15% on last year. In the same period, volume in pubs and bars has grown 2.5%, reflecting the shift away from clubbing towards lower-tempo and activity-led nights out.
The decline in nightclub culture is exacerbated by outlet closures. In June 2023, there were 865 active nightclubs in operating in the UK, down -13% from 994 in June 2022. PROOF’s own research shows just 16% of under-45s went to a nightclub in the 3 months to July, against 64% to pubs and 34% to bars. This is reflected in the type of occasion that consumers go out for, with 16% of under-45s out for a ‘big night out’ versus 43% a sociable catch-up. Venues that cater to different tempo occasions throughout the week will be in a stronger position to capture their spend.
Sources: PROOF Insight research July 2023, OUTLET, REKOM Night Index, Propel, CGA OPM MAT to 15.07.2023.
PROOF Insight: On-Trade Research
A TV ad for Camden Town Brewery has been banned by the Advertising Standards Authority (ASA). The ad is said to have been engaging for under 18s through the use of polar bears and penguins. Despite Camden’s defense that it had “an adult tone throughout” the ASA stated that its playfulness and bright colours would engage children. The ruling illustrates the risk in creating an alcohol ad that is different and stands out without violating ASA regulations.
Sources: Drinks Business, Advertising Standards Authority, Camden Town Brewery
The French government announced a €200m fund to help struggling wine makers in addition to a €160m fund from the EU. A fall in demand has led to over-production in many French wine regions and consequently a sharp fall in prices. In the GB on-trade, French wine volume has fallen 7% year-on-year, underperforming total wine (-0.7%). The fund aims to give wine producers revenue streams but the French government has also put in place vine pull schemes to encourage growers to adapt to change in demand.
Sources: The Guardian, CGA OPM MAT to 15.07.23
A research study has debunked the myth that after consuming alcohol other people appear better looking. Participants who received enough alcohol to raise their blood alcohol concentration to 0.08%, tended not to vote other people’s attractiveness as any higher than an alcohol-free control group. However, they were more likely to interact with those found attractive.
Sources: The Guardian
Sources: Propel, The Spirits Business, The Morning Advertiser
Sources: The Spirits Business, The Drinks Business, Beverage Daily
