This growth stems from the safety and comfort that premium liquor stores offer, making women feel independent enough to browse for premium brands and shop for them on their own.
The International Spirits and Wines Association of India (ISWAI) recently commissioned a global research agency, Ipsos, to conduct a market survey to assess shopper experience and perceptions at high-end premium liquor stores. The survey gleaned interesting insights into transforming alcobev buying experiences with the growth of premiumisation by various brands for their products across key regions in the country. One of the key trends that will shape the industry’s future emerged from the survey is that the propensity for women to visit premium outlets is higher.
The research led by Ipsos highlights marked changes in purchase behaviour with the advent and proliferation of premium liquor stores as they offer a safe and better ambient environment. A safe and inviting environment is also encouraging men and women to spend more time at these stores, basking in the shopping experience, survey suggests. The survey said that 23% men are accompanied in a premium store and 63% are alone, as compared to regular stores where 27% men come accompanied and 72% are alone. On the other hand, with a better environment, 63% women walk into premium liquor stores alone while only 37% are accompanied. It’s not about thirst but experience and experiment at premium outlets as 43% of shoppers visiting in groups browse and experiment at liquor stores, reveals the survey. Unlike regular liquor stores, premium stores allow patrons to enter the pleasantly-designed outlets and browse through the aisles to pick up their preferred drinks.
The research found that individuals in the age group of 31-40 years are driving the experimentation and browsing trends with 54% shoppers enquiring about products. Moreover, shoppers were found to be more open to explore while visiting in groups (43%) vis-à-vis visiting alone (29%). In terms of drinks that are piquing customer interest, the data pointed towards beer and rum, which attracted the maximum browsing and interaction during non-peak hours.
Speaking on the survey, Nita Kapoor, Chief Executive Officer, said, “Premium liquor stores are driving the trends of browsing and experimentation in the alcobev industry leading to the key message of ‘Drink Less, Drink Better’ by ISWAI . With greater and better variety and room for experimentation at premium stores, premiumisation of liquor stores will continue to unlock interesting trends in this space.”