NielsenIQ (NIQ) reports that 28% of Australian on-premise consumers frequently order new and exciting drinks they discover on social media, falling below the global average of 37%. 

The data, cited in a B&T article, emerges from new research examining the influence of celebrity endorsements and social media on consumer drink choices in bars and restaurants.

The research reveals that 8% of all on-premise visitors have been influenced by celebrity endorsements when choosing drink brands in 2024, with the strongest impact seen in the hard seltzer category at 12%. Energy drinks follow at 10%, alcoholic ginger beer at 9%, tequila at 7%, and rum at 6%.

According to Tom Graham, CGA by NIQ’s Senior Manager for Customer Success, celebrity endorsements play a role in decision-making but are not the primary factor in drink or brand choice. The data shows that 54% of consumers influenced by celebrity endorsements are under 35 years old, though this age group represents only 30% of on-premise visitors.

The research indicates that Australian consumers prefer to experiment with new drinks in on-premise venues rather than through other channels. When trying new brands, 41% of Australians choose bars and restaurants, compared to 34% opting for supermarkets and 25% selecting online or social media shops. This trend is more pronounced for premium purchases, with 45% of Australians preferring on-premise venues for expensive drinks, exceeding the global average of 34%.

Despite recent high-profile celebrity launches in the gin category, only 4% of consumers report being influenced by celebrity endorsements in this segment. The research also shows that 26% of Australian on-premise consumers are likely or very likely to be influenced by celebrity endorsement or ownership, lower than the global average of 42%.

Graham noted that restaurants and bars represent key channels for marketing celebrity brands, as these venues enable direct customer engagement and allow bartenders to share brand origin stories.