WARC On The Wild Side

06 November 2005 By db staff writer

“standfirst”>Delegates at the recent WARC conference debated the issue of binge drinking, and questioned whether the drinks industry is doing enough. Charlotte Hey reports

The 10th annual Advertising and Marketing Alcoholic Drinks Conference provided some rare insight into the plight of our industry. Of the speakers addressing the conference perhaps the four most insightful in relation to current drinking trends and the role of the on-trade were the following.

Jean Coussins, CEO of The Portman Group, kicked off with the keynote address and demanded of her audience, “Are you doing enough to encourage responsible drinking?” She continued, “Enlightened self interest is what it takes, rather than resentful or embarrassed compliance. Looking to the long-term, promoting a responsible drinking ethic can only benefit your long-term commercial interest in the current climate.”

Coussins was followed on the podium by Amy Wright, director of the on-trade research specialists CGA-Centro, who delivered a fascinating presentation on the concept of The Big Night Out: Understanding the Reality in the UK. The research was very in-depth, however the key insights were that the average spend for the younger market (18-25) on a big night out is £40-plus regardless of salary; that this age group is averse to spontaneous decisions when it comes to choice of venue or, indeed, drink; and that the pre-night out drinking occasion is increasing in importance. Interestingly, 78% of those surveyed will drink more than five drinks a night, 65% drink to get drunk and 46% usually do get drunk. Also noteworthy, 61% habitually choose a spirit and a mixer, while whopping 93% are looking for a bargain, with price, promotion and availability being prime influences in their choice of venue.

Pete Brown, author and founder of Storm Lantern was next up with his very personal and provoking view on the approaches and attitudes to binge drinking in the UK. According to Brown it has been academically proven that binge drinking is not related to the availability of drink nor is it the same as antisocial behaviour. He believes that the British are unique in our obsession with drunkenness and that our heavy drinking patterns as a nation are historical. “Did you know that during the Civil War the Cavaliers demonstrated their loyalty to the King by drinking?” Asked Brown of the audience, “Or that the reason we lost the battle of Hastings was because the English had hangovers from the previous night’s festivities whereas the French were all praying?”

Amusing historical folklore aside, Brown’s main point was that in order to understand why consumers drink to excess we need to understand what inspires anxiety in our society. “The neoprohibitionist and dysfunctional attitude towards drink is perpetuated in youth,” continued Brown. “We need to lobby more actively against misinformation about drinking that is being currently promoted to the public.”

Looking at what is happening in the ontrade is the main obsession of Mark Dinkele, managing partner at Cardinal, specialist in licensed trade market research. His presentation focused on the changing on-trade, the subsequent changing brand requirements and how this presents new challenges for brand owners. Charting the history of the ontrade, Dinkele took the delegates on a trip down memory lane as he elaborated on the changing face of the on-trade drinking outlet over the past 30 years. From traditional local to the emergence of pubs with contemporary values, Dinkele demonstrated how the consumer adapts his or her behaviour to the place where they are drinking, and how now the sector choices are dictated by outlet type and the aspirational values of that venue.

“What the consumer is looking for from brands is brands of real ale, real wine and real food – values that are compatible to how people are eating and drinking now,” he concluded.