Festivals have always been a beloved tradition for both festival-goers and brands, and after years of absence and uncertainty, they are finally making a comeback. Festival attendees are eager to embrace the festival experience once again, and brands see this as a golden opportunity to capitalize on a unique and lucrative sales platform.
When it comes to festivals, consumers are looking for portable and convenient supplies that they can easily take with them. They also appreciate the availability of top-ups at convenience stores near the venue. In this regard, trusted brands play a crucial role. Diageo, for example, understands the importance of brand trust and is leveraging it through its ready-to-drink (RTD) ranges. Lauren Priestley, head of category development for the off-trade, explains, “RTDs provide an opportunity to take the brands that are most popular at home and package them into convenient formats so they can be enjoyed during a more varied range of occasions, such as watching summer events and festivals.” Additionally, Diageo ensures that its range includes various portable formats of Guinness products, catering to adults who enjoy Guinness on-the-go or at festivals.
While festivals and events may be televised this summer, many people will choose to watch them at home with family or friends. This opens up new opportunities for retailers to cater to festival enthusiasts who are hosting home watch parties. Baker Street offers extended shelf life on its full range of products, helping retailers navigate unpredictable summer weather and reduce wastage. Mark Frossell, senior national account manager at St Pierre Groupe, suggests that retailers should stock up on items that are in line with the rising popularity of substantial meals like burgers and hot dogs. This trend is driven, in part, by the increased presence of ‘Americana-style’ dishes on menus across the UK.
Festivals and events not only benefit attendees but also have a significant impact on independent retailers in the surrounding area. These events generate a sizable sales uplift across the entire store. People attending festivals often do planned purchasing beforehand, stocking up on food-to-go and their favorite treats. Moreover, festival-goers tend to engage in impulse buying on their way to and from the event. Josh Corrigan, UK customer development director at St Pierre Groupe, advises retailers to take advantage of this feelgood atmosphere by cross-merchandising complementary products and encouraging customers to trade-up.
Some brands have secured coveted partnerships with prominent festivals. For example, Brothers cider is the official cider of the Glastonbury Festival, and Brooklyn Brewery is the official beer. These partnerships provide an excellent opportunity for exposure and mass trial of their products among festival attendees. To celebrate, Brothers has launched its biggest-ever on-pack promotion, allowing consumers to win a wide range of prizes. Similarly, Brooklyn Brewery is giving away general admission tickets and serving its beer at bars throughout the festival.
Looking ahead, several key festivals are already planned for 2023. These events attract large crowds and present opportunities for brands and retailers to connect with festival-goers. Some notable festivals include Glastonbury Festival, Isle of Wight Festival, Latitude, and Reading Festival.
In summary, the return of festivals brings a sense of relief and excitement for festival-goers and brands alike. Brands can meet the needs of festival attendees by providing portable and convenient products, leveraging brand trust, and offering promotional opportunities. Independent retailers in the surrounding areas of festivals can benefit from the halo effect to maximize sales. By understanding consumer preferences and keeping an eye on upcoming festivals, brands and retailers can make the most of this unique and lucrative sales platform.
