90% of Consumers in Mexico Visit On Premise to Celebrate Large Sports Events

Special occasions and large sporting events are what draw 87% of Mexican On Premise customers.  That's according to a survey of 5,000 Mexican On Premise consumers, CGA by NIQ found.

Prior to visits, consumers are now browsing online platforms (80%), including a venue’s social media pages (36%) customer review sites (30%) and drinks menus (23%). In addition, almost 1 in 4 are planning their visit in advance. Leveraging online platforms and working closely with operators to promote larger events and activations will help attract target consumers – especially as they are more likely to visit a venue that has something exciting going on (20%).

Consumers are often seeking special experiences when they visit the On Premise for large events and are likely to spend more (23%) on food/drinks than they would normally when compared to a standard visit.

During these occasions, consumers are also more likely to pay extra for a better-quality drink (20%) – demonstrating the trade-up potential that beverage suppliers can capitalise on. In-outlet activations showcasing premium brand ranges will help capture these consumers looking to premiumise when visiting for large events or special occasions.

Sporting occasions are a popular driver of visitation to Mexico’s On Premise and provides beverage suppliers opportunities to target the 74% of sports-viewing consumers.

Fútbol (or Soccer) is the most popular sport to watch by consumers visiting venues for sporting occasions, particularly among males – with 2 in 5 watching the FIFA World Cup, and over 1 in 3 watching Liga MX.

With Soccer leagues dominating sporting occasions in the On Premise, it’s important to consider that there are other significant sporting events that drive footfall. CGA’s research highlights that consumers also visit the channel to watch NFL Football (18%), Formula 1 (17%) and NBA Basketball (17%).

Consumers are more likely to drink Beer while watching Liga MX (+5pp) and spirits are popular with consumers when watching the UEFA Champions League (+10pp).