Summer Parties
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From New Year’s to Australia Day and everything in between, there is huge opportunity for retailers this summer party season. Restrictions are easing, weather is warming and the conditions are ripe for a perfect party season. Over the coming weeks and months, consumers will have quite the appetite for celebrations. After a tough couple of years full of lockdowns, summertime parties will be extra special, as people finally get to catch up with their loved ones. At long last, there is something good to celebrate! According to Growth Scope data, between the after-Christmas to the end of January period, 84 per cent of ‘big’ social occasions are holiday celebrations, with New Year’s and Australia Day being two of the greatest on the calendar. When you also consider the additional long weekends and summer holiday breaks, it becomes even clearer that this period is quite a busy one for social celebrations. Growth Scope data reveals that summertime parties are often pretty big affairs, compared to social events at other times of year. These parties have a higher proportion of attendees and a higher energy level than other events, often taking place over a longer timeframe and therefore seeing attendees drink a greater number of drinks. It’s a different ball game to other times of year, and one that can benefit from a tailored strategy.
Taste of the good times The timing of many events over summer is generally earlier in the day, compared to other times of the year, according to Growth Scope data. This data reveals more parties start around the lunchtime, afternoon, pre-dinner time frame, and take place more often on weekdays and Fridays, in comparison to other months. This means that more people are looking for drinks that complement daytime celebrations, and so will likely be looking for certain flavour profiles that align with that. 56 | National Liquor News
