According to CGA’s Going Premium Report, 43% of consumers now order ‘high quality’ alcohol when they go out.
The figure rises to 54% for 18 to 34 year-olds, suggesting young adults are driving the shift from budget to artisan, small-batch brands.
CGA’s research shows that sales of standard spirits fell by 1.9% in the year to June 2017, while ‘super premium’ brands saw a 11.9% boost.
Sales of craft beer also rose 14.5% over the same period.
Unsurprisingly, the study found that consumers who favour premium drinks are more likely to spend a greater amount on eating and drinking out overall - an average of £116 a month, compared to £92 for those who favoured standard brands.
“The shift towards premium brands has been one of the most fascinating trends in drinking-out in recent years,” says CGA’s chief executive Phil Tate.
“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.”