UK: According to new research on festivals from out-of-home food and drink research company CGA, the UK’s summer music events make up a valuable part of the new ‘third space’ for drinks companies, with over £100m spent on alcohol at festivals each year.
The exclusive CGA research reveals that some 7.4 million people have visited one of the top UK festivals over the past three years, with 33% – 15 million – considering a future visit.
Total consumer spending at festivals is fast approaching £200m per year, with each festivalgoer spending £32.27 a day on alcohol at the event and £23.71 on food.
“People attend relatively few festivals each year and so when they go they are looking to enjoy themselves, regardless of cost,” said Jonny Jones, CGA’s director of client services.
“They are also a particularly experimental audience, with 51% having tried new drinks when they attend festivals and…
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