THE QUESTION
How is the on-premise channel evolving, and what does it mean to our business?
With these emerging themes, how can we innovate more successfully for the Gen Z consumers to cater for their alternative consumption needs?
WHERE
• France
• Norway
• Germany
• Norway
• UK
OUR APPROACH
Understanding how to engage Gen Z in the Progressive On-Premise
Barfly identified forward-thinking and progressive on-trade venues from our network within key cities across Europe. These accounts were selected due to being seen as spearheading the evolution of the on-premise in their market. Each was breaking traditional channel ‘rules’, and in doing so were attracting a younger demographic. Filmed qualitative interviews with the owners of each outlet enabled the Barfly team to get under the skin of what was working well and the owner’s philosophy on how they were challenging existing on-premise norms.
OUR IMPACTS
A dynamic film-based guidebook informing Carlsberg Group how to successfully engage Gen Z consumers and what its brands need to do to be relevant in these spaces. Critically, the guide directed the business on how to work effectively with emerging progressive on-premiseoperators who naturally were more anti-big business.
WE ONLY WORK WITH BRANDS WHO ARE SERIOUS ABOUT SHAPING DRINKS CULTURE
If you’re interested in candid conversations that challenge your brief so you’re creating something culturally significant, we’d love to talk.
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