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Live events and versatile venues like music and event spaces are boosting experience-led visits to the On Premise and third space venues, creating strong opportunities to introduce new drinks and encourage repeat purchases. In the UK, for example, total consumer spend driven by live music hit a record \u00a36.68bn*\u2014a year-on-year increase of 9.5%. <\/span>\u00a0<\/span><\/p>\n Music events are proving to be powerful brand engagement zones, consistently outperforming traditional venues when it comes to drink experimentation across global markets.<\/span>\u00a0<\/span><\/p>\n \u00a0<\/span><\/p>\n This elevated rate of experimentation, paired with the high footfall typical of music events, positions them as a strategic opportunity for drinks brands and suppliers looking to drive trial and build long-term consumer loyalty.<\/span>\u00a0<\/span><\/p>\n What are they drinking?<\/span><\/b>\u00a0<\/span><\/p>\n For live music events, Beer continues to dominate, a global trend ongoing and stealing share from spirits. A fundamental reason for this is the better perception of value for money. In South Korea, Germany, France and Canada, it remains the top choice. However, there are clear signs of diversification in preferences, especially among younger audiences.<\/span>\u00a0<\/span><\/p>\n \u00a0<\/span><\/p>\n \u00a0<\/span><\/p>\n How to attract consumers at music events<\/span><\/b>\u00a0<\/span><\/p>\n Consumer expectations around drinks at music events are evolving, with brand perception increasingly shaped by immersive and thoughtful experiences. Across several markets, the allure of free samples or tastings remains a powerful draw\u2014more than half of consumers in Australia, Canada, Germany, and the UK say they\u2019re especially receptive to a well-timed freebie.<\/span>\u00a0<\/span><\/p>\n \u00a0<\/span><\/p>\n Consumers average category repertoires increase by 6% for event-driven visits compared to routine visits**. Drinks that are advertised in the venue see a benefit from this (+3pp). Brands can amplify their impact through additional activations like chillout zones, exclusive or limited-edition products, collaborations with music artists, branded merchandise, and interactive competitions or prize giveaways to further enhance the consumer experience and deepen brand connection. Together, these elements signal a shift toward more curated, experiential brand engagement at music events.<\/span>\u00a0<\/span><\/p>\n \u00a0<\/span><\/p>\n Looking ahead to 2026 opportunities<\/span><\/b>\u00a0<\/span><\/p>\n The key takeaway for drinks brands is clear: live music events are no longer just entertainment\u2014they\u2019re dynamic environments where consumer curiosity thrives and brand engagement can flourish.\u00a0<\/span>\u00a0<\/span><\/p>\n \u00a0<\/span><\/p>\n Across all regions, audiences are responding positively to activations that encourage trial and reward exploration, making events ideal platforms for launching new formats and driving visibility. But success hinges on relevance. To truly resonate, offerings must reflect each market\u2019s unique drivers\u2014whether that\u2019s value, format, or frequency.<\/span>\u00a0<\/span><\/p>\n \u00a0<\/span><\/p>\n<\/div>\n Graeme Loudon<\/span><\/span>, Global Client Success Director for On Premise, <\/span>said<\/span>:<\/span> \u201c<\/span><\/span>M<\/span>usic<\/span><\/span> events are high-conversion spaces where discovery leads to experimentation, and experimentation builds loyalty. Brands that align with the energy, expectations, and <\/span>emotional moments of music lovers stand to gain not just attention, but lasting impact<\/span> across all channels<\/span>.<\/span> Brands need to be considering their 2026 music and events strategies now to drive real impact and growth.<\/span>\u201d<\/span><\/span>\u00a0<\/span><\/p>\n<\/div>\n CGA by NIQ\u2019s consumer research capabilities deliver expert insights into consumers\u2019 engagement and behaviour with the channel, what drives their decision-making, and where the key growth opportunities lie.\u00a0<\/em><\/p>\n\n
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