Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Sales data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- 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
Insights and Opportunities
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- Key points
- What bars and restaurants can do to incentivize alcohol sales
- Education is key to continued growth
- Targeting women makes the most sense
- Keep the creative promotions flowing
- Understanding what consumers want
- Drink innovations “cheat sheet” for bars and restaurants
Inspire Insights
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- Stress Society
- What's it about?
- What we've seen
- Specifics
- Implications
- Chameleonics
- What's it about?
- Specifics
- Application
Competitive Context
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- Recession depresses bar and restaurant spend, favors at-home consumption
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- 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
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- Key points
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- 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
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- Restaurant recession continues
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- 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
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- 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
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- Key points
- Casual and fine dining beverage trends
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- Figure 6: Top 5 alcoholic beverage types, fine/upscale/gourmet dining restaurants, Core Menu, Q1 2007-Q1 2009
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- 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
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- Key points
- Alcoholic and non-alcoholic beverage consumption, by location
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- 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
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- 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
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- Figure 10: Alcoholic beverage consumption, by beverage type, at bars, by gender, December 2008
- Older age deters likelihood of consumption at bars
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- Figure 11: Alcoholic beverage consumption, by beverage type, at bars, by age, December 2008
- Bars frequented by consumers earning $50K-75K annually
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- 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
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- Figure 13: Alcoholic beverage consumption, by beverage type, at restaurants, by gender, December 2008
- Age matters less with consumption at restaurants versus bars
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- Figure 14: Alcoholic beverage consumption, by beverage type, at restaurants, by age, December 2008
- Affluent respondents prefer restaurants to bars
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- Figure 15: Alcoholic beverage consumption, by beverage type, at restaurants, by HH income, December 2008
Alcoholic Beverage Decision-Making Process
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- Key points
- Overview
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- 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
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- Figure 17: Alcoholic beverage decision-making process at bars, by gender, December 2008
- Youth drives experimentation at bars
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- 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
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- Figure 19: Alcoholic beverage decision-making process at restaurants, by gender, December 2008
- Wait staff should target under-35s with recommendations
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- Figure 20: Alcoholic beverage decision-making process at restaurants, by age, December 2008
- Affluence brings confidence to the dining table
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- Figure 21: Alcoholic beverage decision-making process at restaurants, by HH income, December 2008
Alcoholic Beverage Spend at Bars and Restaurants
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- Key points
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- 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
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- 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
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- 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
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- 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
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- 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
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- Figure 27: Alcoholic beverage spend per week, at restaurants, by age, December 2008
- Target the low spenders
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- Figure 28: Alcoholic beverage spend per week, at restaurants, by HH income, December 2008
Alcoholic Beverage Spending Trends
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- 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
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- Figure 29: Alcoholic beverage spending compared to last year, December 2008
- Older drinkers are more likely to be maintaining drinking routines at bars/restaurants
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- 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
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- Figure 32: Rationales for spending less on alcoholic beverages, December 2008
- Health and body image deter spend for men and women, respectively
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- Figure 33: Rationales for spending less on alcoholic beverages, by gender, December 2008
Attitudes Toward Alcoholic Drinks and Bars
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- Key points
- Overview
- Bars appeal to those seeking food and informal fun
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- Figure 34: Attitudes toward alcoholic drinks and bars, December 2008
- Disinterested Gen-Xers may be enticed to order another drink if food is offered
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- Figure 35: Attitudes toward alcoholic drinks and bars, by age, December 2008
- High-income respondents are the most likely to engage in bar life
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- Figure 36: Attitudes toward alcoholic drinks and bars, by HH income, December 2008
Bar Socialization Factors
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- Key points
- Overview
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- Figure 37: Bar socialization factors, December 2008
- Males are more open to the variety of social occasions that bars offer
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- Figure 38: Bar socialization factors, by gender, December 2008
- Bar usage comes full circle as young and old seek the same thing
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- Figure 39: Bar socialization factors, by age, December 2008
- Higher HH incomes shift bar usage priorities only slightly
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- Figure 40: Bar socialization factors, by HH income, December 2008
Alcoholic Beverage Loyalty
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- Key points
- A small roster of favorite brands is ideal for most people
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- Figure 41: Alcoholic beverage loyalty, December 2008
- Brand loyalty very much a male inclination
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- Figure 42: Alcoholic beverage loyalty, by gender, December 2008
- Experimentation a product of age…to some degree
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- Figure 43: Alcoholic beverage loyalty, by age, December 2008
- Affluence doesn’t play a significant role in brand loyalty or experimentation
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- Figure 44: Alcoholic beverage loyalty, by HH income, December 2008
Alcoholic Beverage Adventurousness
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- Key points
- Experimentation is more likely across drink types than it is across brands
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- Figure 45: Alcoholic beverage adventurousness, December 2008
- Males exhibit know-how and confidence with drink selection
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- Figure 46: Alcoholic beverage adventurousness, by gender, December 2008
Attitudes Toward Alcoholic Beverages
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- Key points
- Caution rules the day
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- Figure 47: Attitudes toward alcoholic beverages, December 2008
- Image-consciousness is different for men and women
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- Figure 48: Attitudes toward alcoholic beverages, by gender, December 2008
- Youth inspires experimentation and vanity
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- Figure 49: Attitudes toward alcoholic beverages, by age, December 2008
- Image is more important to the wealthy
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- Figure 50: Attitudes toward alcoholic beverages, by HH income, December 2008
Cocktails
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- Key points
- Overview
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- Figure 51: Usage and interest in trying cocktails, by flavor, December 2008
- Interest in mango
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- 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
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- 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
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- Figure 54: Usage and interest in trying flavored cocktails, by age, December 2008
Cluster Analysis
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- Beer-drinking, low-spending loyalists
- Disloyal, moderate oenophiles
- Heavy-drinking, big-spending relaxers
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- Figure 55: Bar and restaurant drinker clusters, December 2008
- Figure 56: In the last three months, have you drunk any of the following at a bar? by bar and restaurant drinker clusters, December 2008
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- Figure 57: In the last three months, have you drunk any of the following at a restaurant? by bar and restaurant drinker clusters, December 2008
- Figure 58: How do you decide what alcoholic beverage to drink at a bar? by bar and restaurant drinker clusters, December 2008
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- Figure 59: How do you decide what alcoholic beverage to drink at a restaurant? by bar and restaurant drinker clusters, December 2008
- Figure 60: About how much do you spend on alcoholic beverages at a bar per week? by bar and restaurant drinker clusters, December 2008
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- Figure 61: About how much do you spend on alcoholic beverages at a restaurant per week? by bar and restaurant drinker clusters, December 2008
- Figure 62: Please tell us if you agree with any of the following statements about alcoholic drinks at restaurants by bar and restaurant drinker clusters, December 2008
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- Figure 63: When do you usually have a drink when you are at a restaurant? by bar and restaurant drinker clusters, December 2008
- Figure 64: Please tell us if you agree with any of the following statements about alcoholic drinks and bars by bar and restaurant drinker clusters, December 2008
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- Figure 65: When you go to a bar, do you? by bar and restaurant drinker clusters, December 2008
- Figure 66: Thinking about the alcoholic beverage you drink most often, please tell us which of the following you agree with by bar and restaurant drinker clusters, December 2008
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- Figure 67: Please tell us if you agree with any of the following statements by bar and restaurant drinker clusters, December 2008
- Figure 68: Please tell us if you agree with any of the following statements by bar and restaurant drinker clusters, December 2008
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- Figure 69: Bar and restaurant drinker clusters by gender, December 2008
- Figure 70: Bar and restaurant drinker clusters by age group, December 2008
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- Figure 71: Bar and restaurant drinker clusters by income group, December 2008
- Figure 72: Bar and restaurant drinker clusters by race, December 2008
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- Figure 73: Bar and restaurant drinker clusters by Hispanic origin, December 2008
Appendix: Other Useful Consumer Tables
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- Figure 74: Alcoholic beverage spending compared to last year, by gender, December 2008
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- Figure 75: Attitudes toward alcoholic drinks and bars, by gender, December 2008
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- Figure 76: Alcoholic beverage adventurousness, by age, December 2008
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- Figure 77: Alcoholic beverage adventurousness, by HH income, December 2008
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Appendix: Trade Associations
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