Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Data sources
- Consumer survey data
- Sales data
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Alcohol sales at bars and restaurants feel pain of recession
- Strategies to combat further declines
- What consumers are looking for
- Budget alcohol brand consumption at home may drive premium brand
consumption while out
- Who should bars and restaurants target to generate sales with alcohol?
- Necessity is the mother of innovation
- Bar and restaurant innovations
- Beer
- Wine
- Spirits
- Competitive Context
- Recession depresses bar and restaurant spend, favors at-home consumption
- Figure 1: Total U.S. retail sales of alcoholic beverages (packaged
liquor, wine and beer), at inflation-adjusted prices*, 2008 and 2009
- Figure 2: Total on-premise sales of alcoholic drinks at bars and
restaurants, at inflation-adjusted prices*, 2008 and 2009
- RTD cocktails compete for alcohol dollars
- Market Size and Forecast
- Key points
- Figure 3: Total on-premise sales of alcoholic drinks at bars and
restaurants, at current prices, 2003-13
- Figure 4: Total on-premise sales of alcoholic drinks at bars and
restaurants, at inflation-adjusted prices, 2003-13
- Alcohol consumption at home on the rise
- While alcohol consumption at bars and restaurants will decrease
- Market Drivers
- Restaurant recession continues
- Figure 5: Restaurant Performance Index, current situation, and
expectations, November 2007-February 2009
- Casual and fine dining segments suffer the most
- Too much supply and not enough demand
- Conversion from on-premises to at-home consumption
- "Homedulgence" will increasingly play a role as ennui ensues
- Escapism and entertainment value will pull consumers out of the home
- Restaurant and Bar Analysis
- Most restaurant segments face a gloomy 2009 outlook
- Necessity is the mother of innovation
- Some restaurants are morphing into gastropubs
- Featured Gastropub: Garden At The Cellar, Cambridge, MA
- Throwing back cocktails in throwback environs
- Featured "Speakeasy": Bourbon and Branch, San Francisco, CA
- This is not your father' s sports bar
- Featured Sports Bar: The Agency Ultra Sport Lounge, Portland, OR
- Variety is the spice of life, especially when it can be had under one roof
- Featured Multi-concept Bar/Restaurant: TIME Restaurant, Philadelphia, PA
- Innovation and Innovators
- Key points
- Casual and fine dining beverage trends
- Figure 6: Top 5 alcoholic beverage types, fine/upscale/gourmet dining
restaurants, Core Menu, Q1 2007-Q1 2009
- Figure 7: Top 5 alcoholic beverage types, casual dining restaurants,
Core Menu, Q1 2007-Q1 2009
- Innovations by alcohol type
- Beer
- Wine
- Spirits
- Consumer Beverage Consumption: An Overview
- Key points
- Alcoholic and non-alcoholic beverage consumption, by location
- Figure 8: "All" beverage consumption, by beverage type, at home, bars,
and restaurants, December 2008
- Alcoholic beverage consumption at bars and restaurants
- Perception may deter consumption on premises
- Figure 9: Alcoholic beverage consumption, by beverage type, at home,
bars, and restaurants, December 2008
- Alcohol consumption at bars
- Men are more likely than women to consume alcohol at bars
- Figure 10: Alcoholic beverage consumption, by beverage type, at bars, by
gender, December 2008
- Older age deters likelihood of consumption at bars
- Figure 11: Alcoholic beverage consumption, by beverage type, at bars, by
age, December 2008
- Bars frequented by consumers earning $50K-75K annually
- Figure 12: Alcoholic beverage consumption, by beverage type, at bars, by
HH income, December 2008
- Alcoholic beverage consumption at restaurants
- Restaurant atmosphere may drive alcohol choices for men and women
- Figure 13: Alcoholic beverage consumption, by beverage type, at
restaurants, by gender, December 2008
- Age matters less with consumption at restaurants versus bars
- Figure 14: Alcoholic beverage consumption, by beverage type, at
restaurants, by age, December 2008
- Affluent respondents prefer restaurants to bars
- Figure 15: Alcoholic beverage consumption, by beverage type, at
restaurants, by HH income, December 2008
- Alcoholic Beverage Decision-Making Process
- Key points
- Overview
- Figure 16: Alcoholic beverage decision-making process, at bars and
restaurants, December 2008
- Alcoholic beverage decision-making process at bars
- Men and women act stereotypically at bars
- Figure 17: Alcoholic beverage decision-making process at bars, by
gender, December 2008
- Youth drives experimentation at bars
- Figure 18: Alcoholic beverage decision-making process at bars, by age,
December 2008
- Alcoholic beverage decision-making process at restaurants
- Men are more open than women to recommendations at restaurants
- Figure 19: Alcoholic beverage decision-making process at restaurants, by
gender, December 2008
- Wait staff should target under-35s with recommendations
- Figure 20: Alcoholic beverage decision-making process at restaurants, by
age, December 2008
- Affluence brings confidence to the dining table
- Figure 21: Alcoholic beverage decision-making process at restaurants, by
HH income, December 2008
- Alcoholic Beverage Spend at Bars and Restaurants
- Key points
- Figure 22: Alcoholic beverage spend per week, at bars and restaurants,
December 2008
- Alcohol spend at bars
- More men spend more money in bars in part because of the DIY bar mentality
- Figure 23: Alcoholic beverage spend per week, at bars, by gender,
December 2008
- Nearly half of respondents aged 21-34 spend $16-45 per week in bars
- Figure 24: Alcoholic beverage spend per week, at bars, by age, December
2008
- Respondents with mid-range incomes are the most likely to spend up to $30
per week in bars
- Figure 25: Alcoholic beverage spend per week, at bars, by HH income,
December 2008
- Alcohol spend at restaurants
- Bad news for restaurants; respondents are more likely to spend less weekly
on alcohol
- Figure 26: Alcoholic beverage spend per week, at restaurants, by gender,
December 2008
- Mortality and/or specific health concerns likely limit spend for older
respondents
- Figure 27: Alcoholic beverage spend per week, at restaurants, by age,
December 2008
- Target the low spenders
- Figure 28: Alcoholic beverage spend per week, at restaurants, by HH
income, December 2008
- Alcoholic Beverage Spending Trends
- Key points
- Alcoholic beverage spending at bars and restaurants compared to last year
- 85% of respondents are drinking less or the same amount of alcohol in
bars/restaurants
- Figure 29: Alcoholic beverage spending compared to last year, December
2008
- Older drinkers are more likely to be maintaining drinking routines at
bars/restaurants
- Figure 30: Alcoholic beverage spending compared to last year, by age,
December 2008
- All income segments are showing signs of scaling back or restraint with
consumption
- Rationales for spending less on alcoholic beverages
- Two in three respondents cite budget concerns as primary reasoning for
reduced consumption in bars/restaurants
- Figure 32: Rationales for spending less on alcoholic beverages, December
2008
- Health and body image deter spend for men and women, respectively
- Figure 33: Rationales for spending less on alcoholic beverages, by
gender, December 2008
- Attitudes Toward Alcoholic Drinks and Bars
- Key points
- Overview
- Bars appeal to those seeking food and informal fun
- Figure 34: Attitudes toward alcoholic drinks and bars, December 2008
- Disinterested Gen-Xers may be enticed to order another drink if food is
offered
- Figure 35: Attitudes toward alcoholic drinks and bars, by age, December
2008
- High-income respondents are the most likely to engage in bar life
- Figure 36: Attitudes toward alcoholic drinks and bars, by HH income,
December 2008
- Bar Socialization Factors
- Key points
- Overview
- Figure 37: Bar socialization factors, December 2008
- Males are more open to the variety of social occasions that bars offer
- Figure 38: Bar socialization factors, by gender, December 2008
- Bar usage comes full circle as young and old seek the same thing
- Figure 39: Bar socialization factors, by age, December 2008
- Higher HH incomes shift bar usage priorities only slightly
- Figure 40: Bar socialization factors, by HH income, December 2008
- Alcoholic Beverage Loyalty
- Key points
- A small roster of favorite brands is ideal for most people
- Figure 41: Alcoholic beverage loyalty, December 2008
- Brand loyalty very much a male inclination
- Figure 42: Alcoholic beverage loyalty, by gender, December 2008
- Experimentation a product of age...to some degree
- Figure 43: Alcoholic beverage loyalty, by age, December 2008
- Affluence doesn' t play a significant role in brand loyalty or
experimentation
- Figure 44: Alcoholic beverage loyalty, by HH income, December 2008
- Alcoholic Beverage Adventurousness
- Key points
- Experimentation is more likely across drink types than it is across brands
- Figure 45: Alcoholic beverage adventurousness, December 2008
- Males exhibit know-how and confidence with drink selection
- Figure 46: Alcoholic beverage adventurousness, by gender, December 2008
- Attitudes Toward Alcoholic Beverages
- Key points
- Caution rules the day
- Figure 47: Attitudes toward alcoholic beverages, December 2008
- Image-consciousness is different for men and women
- Figure 48: Attitudes toward alcoholic beverages, by gender, December 2008
- Youth inspires experimentation and vanity
- Figure 49: Attitudes toward alcoholic beverages, by age, December 2008
- Image is more important to the wealthy
- Figure 50: Attitudes toward alcoholic beverages, by HH income, December
2008
- Cocktails
- Key points
- Overview
- Figure 51: Usage and interest in trying cocktails, by flavor, December
2008
- Interest in mango
- Figure 52: Usage and interest in trying mango-flavored cocktails, by
gender and age, December 2008
- Flavor analysis by gender
- Top flavors that males and females have tried
- Top flavors that males and females indicate they' d like to try
- Top flavors that males and females indicate they don' t plan to try
- Figure 53: Usage and interest in trying flavored cocktails, by gender,
December 2008
- Flavor analysis by age
- Young respondents (aged 21-34) the most likely to try flavor varieties
- Curiosity with untried flavors isn' t entirely a youthful phenomenon
- Older respondents not likely to try flavored cocktails
- Figure 54: Usage and interest in trying flavored cocktails, by age,
December 2008
- Appendix: Other Useful Consumer Tables
- Figure 74: Alcoholic beverage spending compared to last year, by gender,
December 2008
- Figure 75: Attitudes toward alcoholic drinks and bars, by gender,
December 2008
- Figure 76: Alcoholic beverage adventurousness, by age, December 2008
- Figure 77: Alcoholic beverage adventurousness, by HH income, December
2008
- Appendix: Trade Associations
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