Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Summary capsule
- Recession hits restaurant industry
- Long-term trends intact
- Getting wine sales to move: give consumers what they want
- Beer going upstream at just the right time
- Spirits
- Soda, coffee and tea trends
- Beverage trends by segment
- Beverage consumption, by location: home, bar, restaurant
- Beverage usage at restaurants
- Alcoholic beverages and the restaurant experience
- Restaurant beverage drinking and meal timing
Insights and Opportunities
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- Key points
- Build a flexible by-the-glass program, and they will come
- Educate and motivate to stimulate purchase decision
- Beer “opportunity capsule”
- Dessert, anyone?
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- Figure 1: Restaurant beverage drinking and meal timing, December 2008
- Daring pairings
- Cross-pollinating innovation for sales impact
Inspire Insights
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- Many Mes
- What's it about?
- What we've seen
- The myriad mes of beer
- Implications: a beer for every occasion and mood state.
- New Man in Town; New Woman in Town
- What's it about?
- What we've seen: Man as Conqueror; Woman as Sex Object
- Implications: a beer for every occasion, mood state, and gender
- The long view
Restaurant Beverage Market Factors
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- Recession hits restaurant industry
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- Figure 2: Restaurant Performance Index, current situation, and expectations, November 2007-February 2009
- Consumer confidence undermines willingness to spend at restaurants
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- Figure 3: Consumer sentiment index, 2001-08
- Travel industry woes take a bite of restaurant spend
- Long-term trends intact
- Wine rides health and wellness, education trends
- Beer industry consolidation changes retail, brings irony of choice
- Premium and flavor innovation influence spirits’ fate
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- Figure 4: Flavored distilled spirits consumption, by age, January 2007
- Health and wellness trends drive non-alcoholic beverage momentum
- Moving away from soda
- Functional and pro-health positioning affect shift in preferences
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- Figure 5: Trends in personal consumption of RTD beverages, 2003-08
- Men shift to drinking low-calorie beverages
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- Figure 6: Trends in personal consumption of soda and bottled water, by gender, 2003 and 2008
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- Figure 7: Percentage of respondents watching/controlling diet, 2004 and 2008
- Choice and quality open consumers’ eyes to coffee drinks
Beverage Trend Capsule: Fine Dining
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- Cocktails and beer lead fine dining menu growth
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- Figure 8: Top 5 alcoholic beverage types, fine dining restaurants, Q4 2007-Q4 2008
- Figure 9: Top 10 cocktail beverage types, fine dining restaurants, Q4 2007-Q4 2008
- Non-alcoholic beverage growth suggests stability
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- Figure 10: Top 8 non-alcoholic beverage types, fine dining restaurants, Q4 2007-Q4 2008
Beverage Trend Capsule: Casual Dining
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- Cocktail introductions increase; beer and wine decline
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- Figure 11: Top 5 alcoholic beverage types, casual restaurants, Q4 2007-Q4 2008
- Cocktails an everyday mix
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- Figure 12: Top 5 cocktail beverage types, casual restaurants, Q4 2007-Q4 2008
- Figure 13: Top 9 non-alcoholic beverage types, casual restaurants, Q4 2007-Q4 2008
Beverage Trend Capsule: Family Dining
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- Coffee menu items decline; frozen beverages on the upswing
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- Figure 14: Non-alcoholic beverage types, family restaurants, Q4 2007-Q4 2008
Beverage Trend Capsule: Fast Casual
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- Cocktails and beer lead fine dining menu growth
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- Figure 15: Non-alcoholic beverage types, fast casual restaurants, Q4 2007-Q4 2008
Beverage Trend Capsule: QSR
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- QSR menu growth
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- Figure 16: Non-alcoholic beverage types, quick service restaurants, Q4 2007-Q4 2008*
Innovation and Innovators: Beer
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- Key points
- Setting the stage: momentum in beer’s favor
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- Figure 17: Alcoholic beverage consumption, by alcoholic beverage type, at restaurants, December 2008
- Moving price points downstream while beer moves upstream
- On trend: Brasserie JO thrives in Chicago
- Craft beer takes flight
- Beer pairing gathers steam
- Spinning value to the value-minded
- Extreme beer: not for everyone, but an innovation driver
- Flavor and ingredient trends
- Chocolate goes loco
- Coffee with your beer?
- Beer with a slice of fruit
Innovation and Innovators: Wine
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- Key points
- Setting the stage: wine downsizes to stay relevant
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- Figure 18: Alcoholic beverage consumption, by alcoholic beverage type, at restaurants, December 2008
- On trend: Fleming’s Prime Steakhouse & Wine Bar
- Steakhouses: boom and bust
- Fleming’s 100 may be ace in the hole
- Wide selection; easy navigation
Innovation and Innovators: Distilled Spirits & Cocktails
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- Key points
- Setting the stage: popular, but not a favorite choice
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- Figure 19: Alcoholic beverage consumption, by alcoholic beverage type, at restaurants, December 2008
- Cocktail culture and the restaurant scene
- Mixologists experiment
- Flavored spirits are growing in popularity
- Berry wild
- Tropical fruits
- Sparkling citrus
- The flavor and fragrance connection
Innovation and Innovators: Soda
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- Key points
- Setting the stage: soda use demonstrates the power of the fountain drink
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- Figure 20: Non-alcoholic beverage consumption, top 5 beverage types, at restaurants, December 2008
- Natural cane soda adds a twist to sugar dilemma
- Coke Zero shows that men will drink diet
Innovation and Innovators: Coffee
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- Key points
- Setting the stage: a popular brew, but how long can innovation continue?
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- Figure 21: Non-alcoholic beverage consumption, top 5 beverage types, at restaurants, December 2008
Innovation and Innovators: Tea
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- Key points
- Setting the stage: tea is the new coffee
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- Figure 22: Non-alcoholic beverage consumption, top 5 beverage types, at restaurants, December 2008
- Flavor trends: innovation across restaurant spectrum
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- Figure 23: Teas, by beverage flavor, QSR restaurant segment, Q4 2007 versus Q4 2008*
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- Figure 24: Teas, by beverage flavor, fine dining restaurant segment, Q4 2007 versus Q4 2008
Consumer Beverage Consumption: An Overview
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- Beverage consumption, by location
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- Figure 25: Beverage consumption, by beverage type, at home, bars, and restaurants, December 2008
- Beverage consumption at restaurants
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- Figure 26: Alcoholic beverage consumption, by beverage type, at restaurants, December 2008
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- Figure 27: Alcoholic beverage consumption, by beverage type, at restaurants, by gender, December 2008
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- Figure 28: Alcoholic beverage consumption, by beverage type, at restaurants, by age, December 2008
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- Figure 29: Alcoholic beverage consumption, by beverage type, at restaurants, by HH income, December 2008
Beverages Drunk Most Often
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- Beverages drunk most often, by location
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- Figure 30: Beverages drunk most often, by beverage type, at home, bars, and restaurants, December 2008
- Beverage consumption at restaurants
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- Figure 31: Beverages drunk most often, by beverage type, at restaurants, by gender, December 2008
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- Figure 32: Beverages drunk most often, by beverage type, at restaurants, by age, December 2008
Alcoholic Beverage Decision Making at Restaurants
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- Overview
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- Figure 33: Alcoholic beverage decision-making process at restaurants, December 2008
- Demographic analysis
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- Figure 34: Alcoholic beverage consumption at restaurants, by beverage type, by age, December 2008
Alcoholic Beverages and the Restaurant Experience
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- Overview
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- Figure 35: Alcoholic beverages and the restaurant experience, December 2008
- Demographic analysis
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- Figure 36: Alcoholic beverages and the restaurant experience, by age, December 2008
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- Figure 37: Alcoholic beverages and the restaurant experience, by HH income, December 2008
Restaurant Beverage Drinking and Meal Timing
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- Overview
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- Figure 38: Restaurant beverage drinking and meal timing, December 2008
- Demographic analysis
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- Figure 39: Restaurant beverage drinking and meal timing, by gender, December 2008
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- Figure 40: Restaurant beverage drinking and meal timing, by age, December 2008
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- Figure 41: Restaurant beverage drinking and meal timing, by HH income, December 2008
Drinks on the Menu Consumers Like to See More Of
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- Overview
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- Figure 42: Drinks consumers want to see more of, December 2008
- Demographic analysis
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- Figure 43: Drinks consumers want to see more of, by gender, December 2008
Interest in Non-Alcoholic Beverages
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- Overview
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- Figure 44: Non-alcoholic beverage attitudes, December 2008
- Demographic analysis
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- Figure 45: Non-alcoholic beverage attitudes, by gender, December 2008
Cluster Analysis
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- Innovative and Involved Drinkers
- Opportunity
- Who they are
- Narrowly Focused Habituals
- Opportunity
- Who they are
- Non-Alcohol Resistants
- Opportunity
- Who they are
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- Figure 46: Restaurant beverage drinker clusters, December 2008
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- Figure 47: Beverage consumption, by beverage type, at restaurants, by restaurant beverage drinker clusters, December 2008
- Figure 48: Alcoholic beverage decision-making process at restaurants, by restaurant beverage drinker clusters, December 2008
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- Figure 49: Alcoholic beverages and the restaurant experience, by restaurant beverage drinker clusters, December 2008
- Figure 50: Restaurant beverage drinking and meal timing, by restaurant beverage drinker clusters, December 2008
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- Figure 51: alcoholic beverage loyalty, by restaurant beverage drinker clusters, December 2008
- Figure 52: Alcoholic beverage experimentation, by restaurant beverage drinker clusters, December 2008
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- Figure 53: Alcoholic beverage attitudes, by restaurant beverage drinker clusters, December 2008
- Figure 54: Non-alcoholic beverage attitudes, by restaurant beverage drinker clusters, December 2008
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- Figure 55: Restaurant beverage drinker clusters, by gender, December 2008
- Figure 56: Restaurant beverage drinker clusters, by age group, December 2008
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- Figure 57: Restaurant beverage drinker clusters, by HH income group, December 2008
- Figure 58: Restaurant beverage drinker clusters by race/ethnicity, December 2008
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- Figure 59: Restaurant beverage drinker clusters, by Hispanic origin, December 2008
Appendix: Additional Consumer Tables
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- Figure 60: Alcoholic beverages and the restaurant experience, by gender, December 2008
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- Figure 61: Drinks consumers want to see more of, by age, December 2008
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- Figure 62: Non-alcoholic beverage attitudes, by age, December 2008
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- Figure 63: Beverage consumption, by beverage type, at restaurants, by HH income, December 2008
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Appendix: Trade Associations
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