More than three quarters of consumers are reluctant to try new alcoholic drinks, according to research published today.
Food and drinks industry researcher Canadean found that 77% of consumers who drink alcohol at home were unlikely to change brand preference, adding that exciting flavours and seasonal offerings were preventing the market from stagnating. The study also claimed that the loyalty on display was “good news to brands which are already popular” but could be bad news for products entering the marketplace.
It also found, in a quarter of the cases where consumers were willing to try a new brand, that seasonal flavours such as Magners Orchard Berries and Rekorderlig Winter Cider, or mulled offerings such as Kopparberg Spiced Apple, were popular reasons behind the change.
Sam Allen, analyst for Canadean, said: “With the vast diversity of products available at pubs, bars and clubs, consumers are faced with a myriad of alcoholic beverage options, and in the face of so many new drinks they often stick to tried-and-tested favourites.
“Many consumers are becoming bored with traditional flavours, particularly in beer, which has resulted in the rapid growth of smaller scale brewing and craft production.”
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