CONNECT • TELEVISIONS • SPORTS + BEER
SPORTS BARS
$19.3 BILLION
BEER SOLD IN SPORTS AND NEIGHBORHOOD B A R S (8)
Both
bottle and draught options
WHO’S THE CONSUMER?
are not immune to traffic declines. The
Primarily male, the sports bar is like
connect occasion remains unchanged,
man’s best friend – someone who
but it is now possible to reconnect with
is consistently fun and relaxed. This
a small group of friends over a game
consumer’s motivation is “to catch
somewhere other than a sports bar.
up over beers and a game.” Ultra-high definition televisions, surroundWHAT IS THE OCCASION?
sound systems and live-streaming have
The sports bar is all about the connect
all, over time, become more and more
occasion. The focus is on the people
common in the household. And with a
first and the game second. Beers in the
click of the remote, it’s easy to keep up
foreground and TVs in the background
with games across numerous sports in
set the stage for enjoying some easy
one afternoon – all in the comfort of your
conversation while watching a game.
own home. Sports bars are also impacted by the digital technology trend. While
“I’m catching up with buddies over
clicking through the television channels,
beers and sports, what’s better?”
taking in every game, it only takes a
The occasion is a natural fit for beer. Beer is a social drink; it fits within numerous places and activities. Sports and beer just go together! The sports bar consumer is not looking to experiment with his drinks at a sports bar because his mind is distracted with so many other things. Sports bars, like their neighborhood counterparts, 48