Since the onslaught of COVID-19, visiting on-premise locations to socialize was not high on my list. However, these days, I am feeling more comfortable venturing out — and it looks like I’m not alone.

CGA’s latest OPM analysis reveals that consumers in the U.S. are opting to spend more for drinks in bars and restaurants as premiumization drives the recovery of the on-premise channel after COVID-19.

A trend that was paused during the pandemic now is accelerating again, according to CGA’s On Premise Measurement (OPM) service.

“The premium price tier of the spirits market took a 40% share of sales by value in February 2022, while super-premium took 18%,” it says. “The ultra-premium segment had a 4% dollar share, having grown sales by 180% year-on-year. It means that the three premium categories now account for 62 cents in every dollar spent on spirits.”

However, the shift toward premium is creating challenges for some spirit brands in the mid-price tier, which saw its share trimmed to 23% in February, from 25% in the same month in 2021, it adds.

The following are other CGA insights within specific spirits categories:

Half (50%) of gin sales now come from the premium price tier. Premium and super-premium segments have grown their sales by 137% and 167%, respectively, year-on-year.

Super-premium tequila’s share of total sales has jumped from 28% to 32% in a year, while the mid-price tier’s share has gone the other way — from 32% to 28%.

Vodka’s premium price tier has increased its share from 42% to 44%.

Whiskey’s super-premium and ultra-premium sales have grown by 163% and 165%, respectively, over the last year.

Additionally, there have been more notable moves toward premiumization in other categories that include brandy and rum, which traditionally are dominated by the mid-price category, it notes.

“Celebration and treat occasions are crucial to the U.S. on-premise, and the data suggests that more and more consumers are looking for more premium offerings after two years of disruption from COVID-19, said Patrick Bannon, CGA client director for the Americas, in a statement. “However, mid-priced brands still have a big role to play too, and beverage suppliers and operators that can respond to ever-changing tastes and preferences with the optimal spirits assortment will have a significant competitive advantage.”

As premium takes on a bigger presence in the on-premise channel, it will be interesting to see which brands decision-makers will stock on on-premise shelves. BI

Chock full o'Nuts coffee and the Jackie Robinson Foundation (JRF), in a partnership developed by New York-based IMG, collaborated to celebrate Jackie Robinson Day (April 15) and his historic first home run over racial inequity. Upon retiring from baseball, Robinson made history again when William Black, founder of Chock full o'Nuts, tapped him to become an executive at the New York-based coffee company, it says. The iconic black, red, and yellow packaging of Chock full o'Nuts coffee products will feature a special design incorporating photos of Robinson as an athlete and while he served as vice president of personnel from 1957 until 1964. “For nearly 50 years, JRF has worked to level the playing field in the workplace, having dispersed over $100 million in aid to talented college students who have gone on to become leaders in their professions and communities,” said Della Britton, president of the Jackie Robinson Foundation, in a statement. “We are so grateful to Chock full o'Nuts for recognizing the importance of our mission and the contribution of our namesake to corporate America and its own history.”

Keurig Dr Pepper’s Core Hydration teamed up with Golden Globe and Academy Award-nominated actor and multi-platinum recording artist Hailee Steinfeld, as the exclusive Core Hydration brand ambassador for its new Find Your Core campaign. The collaboration kicked off with the release of Core Hydration's latest campaign, which includes a new song from Steinfeld titled “Coast.” Steinfeld will work with Core Hydration to showcase how she creates balance in her life, while also encouraging consumers to find their balance their way, whether it be hard core or easy core, the company says. Between recording new music, maintaining her physical and mental health, and spending time with friends and family, Steinfeld is the ideal collaborator for the brand, it adds. “I am excited to partner with Core Hydration on the Find Your Core campaign,” Steinfeld said in a statement. “Throughout my career, maintaining balance has been a key pillar, and it is refreshing to collaborate with a company that understands this importance.” Kelli Freeman, vice president of brand marketing at Core Hydration, added: “Hailee is on a mission to raise awareness about the importance of finding balance, making her an ideal ambassador for Core.”

To celebrate earning the “Official Drink of Hell” title, MTN DEW FLAMIN’ HOT journeyed to Michigan for a one-night only event, affectionately called To Hell with MTN DEW FLAMIN’ HOT, on April 30. DEW fans from across the country were invited to join in on the fun. Not only that, but Jersey icon and loyal GTL proponent DJ Pauly D joined MTN DEW in “Hell” to bring the fire beats, the company says. “When we launched MTN DEW FLAMIN’ HOT online last year in limited supply, the product sold out in less than an hour. Now, we’re excited to bring it back to our loyal fans by making it available at retailers nationwide and celebrate as the official drink of Hell, Michigan,” said Pat O’Toole, chief marketing officer at MTN DEW, in a statement. DJ Pauly D added: “When MTN DEW asked me to go to Hell, I thought they were messing with me, but then I realized they wanted my help to make Hell even hotter with my fire beats. There is no one better to bring the heat.” Additionally, Chef Action Bronson brought the doubly fiery pairing of MTN DEW FLAMIN’ HOT and FLAMIN’ HOT snacks to life in a four-course spicy meets sweet menu that was “bold as hell," it says. “I had a blast coming up with these recipes for MTN DEW FLAMIN’ HOT and I mean who else can say they whipped up the finest grub in Hell?" Bronson added.

C4 Energy announced Get That Hart Smart Energy, a multifaceted brand campaign fueled by comedian, actor, entrepreneur and producer Kevin Hart. Through this campaign, which includes a multimedia digital program, C4 Energy and Kevin Hart want you to “Ignite Your Fire” and maximize your human potential by enhancing your mental performance with C4 Smart Energy, it says. C4 Smart Energy, the drink formulated to boost mental focus and alertness, and “Ignite Your Fire,” the brand's mission to unlock one’s limitless performance, both personify Hart, the company says. Hart manages to juggle the many facets of his life by incorporating C4 Smart Energy into his everyday routine, leveraging the drink to fuel his energetic lifestyle, it adds. “My life is non-stop. You might think it’s super human to move as quickly as I do, but it’s really C4 Smart Energy powering me through, helping me stay sharp and laser focused,” Hart said in a statement. “I’m always on the move. Through being on tour, closing deals, on set filming, or just at home running after my kids, C4 Energy, especially C4 Smart Energy, is a crucial part of my daily hustle, making multitasking my best talent.”