date:Jan 08, 2013
in 69% of instances, niche categories such as pre-mixed cocktails and flavored malt-based beverages reflect a pronounced shift to more impulse behavior, reports Nielsen. That means that while pre-store marketing is still important for brand awareness, focused in-store efforts can be very effective in driving unplanned purchases.
Other by-category insights:
*Spirits purchases are generally planned, but consumers typically postpone those purchases until they are going out to make other purchase