2023 Britvic Soft Drinks Review Licensed - Flipbook - Page 23
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In short, people need to be given even more reasons
to go out for an evening. Hence the rise in experienceled outlets such as Control Room B in Battersea Power
Station overlooking the station’s giant turbine hall and
featuring original 1950s dials and control desks; Westernthemed cocktail bar Coyote Ugly and immersive, virtual
clay pigeon shooting venue, Clays. These developments
reflect a 3% point year-on-year increase in consumers
looking to spend their money on experiences.17
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Witness the post-Covid boom in ‘competitive socialising’
venues for further proof of Brits’ growing thirst for
experiences. Recent examples include the openings of
F1 Arcade, where consumers can put the pedal to the
metal in 60 motion F1 simulators just behind St Paul’s;
dart-focused Oche on The Strand and Fair Game at
Canary Wharf, which offers retro fairground games such
as Whack-a-Mole and Skee Ball.18 The trend is now
spreading throughout the UK.
‘Competitive socialising’
and why it’s an opportunity for soft drinks
It’s safe to say that drinking alcohol while driving a 1,000+
horsepower Formula 1 car is best avoided. Even if it’s
in one of the 60 virtual motion simulators that visitors to
London’s Formula 1 themed F1 Arcade bar can visit to
unleash their inner Lewis Hamilton.
40% of 18-to 24-year-olds have heard of the phrase
‘competitive socialising’ versus just 11% of 55-yearolds.21 Nevertheless, its appeal is broad; 78% of parents
are likely to visit competitive socialising venues with
their children.22
Indeed, a quarter of consumers say they are more likely to
want low or no alcohol options when visiting ‘competitive
socialising’ venues such as this.19 The concept incidentally
has more legs with younger consumers, who are also most
likely to abstain from alcohol.20
It’s not only high-tech F1 simulators and virtual reality
centres that are drawing the crowds either. Board
games, puzzles and bingo are the most popular
‘competitive socialising’ activities.23 All present
opportunities for soft drinks.
25%
are more likely to want low or no alcohol options
when visiting ‘competitive socialising’ venues19
17 Lumina Intelligence, Menu & Food Trends Report 2022, pdf. P45/ Lumina Intelligence, Eating & Drinking Out Panel, October 2022
18 Lumina Intelligence, Menu & Food Trends Report 2022, pdf. P70
19 KAM - Competitive Socialising - Feb 22.pdf P25
20 Drinkaware - https://www.drinkaware.co.uk/research/alcohol-facts-and-data/alcohol-consumption-uk#howmanypeopledonotdrinkalcohol
21 KAM - Competitive Socialising - Feb 22.pdf P12
22 KAM - Competitive Socialising - Feb 22.pdf P28
23 KAM - Competitive Socialising - Feb 22.pdf P8
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