Five Strategic Positioning Opportunities for Spirits Brands

In his presentation on the Park Street University stage at Bar Convent Berlin, Charlie Mitchell, Global Head of Consumer Research and Insight at CGA by NIQ, identified five growth opportunities for spirits brands.

Mithcell pointed out that lower-tempo everyday occasions now account for 53% of visits, up 6 percentage points, creating opportunities for brands to position themselves as habitual, trusted choices during routine after-work drinks and small gatherings. The top ten trading days of 2024 also generated 5 percentage points more total annual sales than in 2023, which favors premium brands positioned for indulgent, event-driven consumption.

46% of spirits consumers visit venues specifically to have fun, 10 percentage points more than the average consumer. This emotional driver requires brands to make themselves available to fun-seeking consumers and position themselves in a way that aligns with these sentiments.

Social media influence also proves powerful, with 39% finding Instagram-friendly venues appealing, showing a preference for visual serves. Simultaneously, there was an opening for brands supporting meaningful unplugged experiences, with 48% of consumers finding digital-detox venues appealing.

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