Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Mintel Menu Insights
- Consumer survey data
- Advertising creative
- Sales data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Restaurant recession continues: patrons drinking less
- Men, the rich and the educated are biggest drinkers
- Recession driving price promotions, creating opportunity
- The trends
- Alcohol brands utilize the bar scene in ads
- Beer the top choice all around
- To get them stray from “the usual,” coax them with guidance and variety
- Spending higher at bars and by men and 25-34s
- Economy keeps drinking in check
- The “local” trumps trendy
- Food and lighter drinks will generate interest at bars
Insights and Opportunities
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- Pairings aren’t just for wine
- Burgers and beer (and wine)
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- Figure 1: Top ten alcoholic beverage types, by segment, Q4 2009
- Patrons “drink in” social networking
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- Figure 2: Activities related to below-the-line marketing for non-media properties on SNS, by age, November 2009
- Lighten up
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- Figure 3: Attitudes towards alcoholic beverage and health, by gender, January 2010
- Figure 4: Rationales for spending less on alcoholic beverages, by gender, January 2010
Inspire Insights
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- Inspire Trend: Carnivore, Herbivore…Locavore
- What it’s about
- Regionalism
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- Figure 5: Alcoholic beverage decision-making process, at bars and restaurants, January 2010
- On the menu
- Implications
Competitive Context
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- Staying home to eat and drink
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- Figure 6: Spending at restaurants compared to last year, November 2008 and October 2009
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- Figure 7: Alcoholic beverage spending compared to last year, January 2010
- Figure 8: Rationales for spending less on alcoholic beverages, January 2010
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- Figure 9: Top 10 alcoholic beverage types at restaurants, by price, Q4 2007-Q4 2009
Market Size and Forecast
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- Sales of on-premise alcoholic drinks drop as consumers cut back
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- Figure 10: Total on-premise sales of alcoholic drinks at bars and restaurants, at current prices, 2004-14
- Figure 11: Total on-premise sales of alcoholic drinks at bars and restaurants, at inflation-adjusted prices, 2004-14
- The big three take a hit in 2009
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- Figure 12: Total on-premise sales of beer and ale at bars and restaurants, at current prices, 2004-14
- Figure 13: Total on-premise sales of wine at bars and restaurants, at current prices, 2004-14
- Figure 14: Total on-premise sales of distilled spirits at bars and restaurants, at current prices, 2004-14
Market Drivers
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- Restaurant recession continues
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- Figure 15: Restaurant Performance Index, current situation, and expectations, January 2009-February 2010
- On-premise imbibers have grim financial outlook
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- Figure 16: Consumer Sentiment Index, by quarter, 2001-10
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- Figure 17: Unemployment and underemployment rates, January 2007-March 2010
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- Figure 18: Real personal disposable income, January 2007-February 2010
- Who are the drinkers?
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- Figure 19: Bar and/or nightclub frequency, by gender, age, household income and education, January 2010
Restaurant and Bar Analysis
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- Dave & Buster’s
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- Figure 20: Dave & Buster’s top beverage types, 2010
- Figure 21: Dave & Buster’s top beverage brands, 2010
- Morton’s The Steakhouse
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- Figure 22: Morton’s top beverage types, 2010
- Hotel bars get makeovers
- Chicago gets its “drink on”
Innovation and Innovators
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- Key points
- Beer
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- Figure 23: Top 10 alcoholic beverage types at restaurants, Q4 2007-Q4 2009
- Wine
- Cocktails
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- Figure 24: Top 10 cocktails, by incidence, Q4 2007-Q4 2009
- Crafty spirits
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- Figure 25: Top 10 alcohol marketing claims, by incidence, Q4 2007-Q4 2009
- Pomegranate tops flavor trend
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- Figure 26: Top 10 cocktail flavors, by incidence, Q4 2007-Q4 2009
- Blurring the line between food and drink
- Crossover cocktails
- Bringing old “spirits” back to life
- Pairings move beyond wine
- Price promotions
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- Figure 27: Top 10 alcoholic beverage types at restaurants, by price, Q4 2007-Q4 2009
Brands and the Advertising Landscape
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- Overview
- Brand analysis: Bacardi rum
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- Figure 28: Top 10 alcoholic brands, by incidence and price, Q4 2009
- Figure 29: Brand analysis of Bacardi, 2010
- Bacardi television ad
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- Figure 30: Bacardi television ad, 2009
- Brand analysis: Miller—Miller Lite and MGD 64
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- Figure 31: Brand analysis of Miller Lite, 2010
- Miller Lite television ads
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- Figure 32: Miller Lite television ad, 2009
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- Figure 33: Miller Lite television ad, 2009
- Figure 34: Brand analysis of MGD 64, 2010
- MGD 64 television ad
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- Figure 35: Miller Genuine Draft Light 64 (MGD 64) television ad, 2009
- Brand analysis: Stella Artois
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- Figure 36: Brand analysis of Stella Artois, 2010
- Stella Artois television ad
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- Figure 37: Stella Artois television ad, 2009
- Brand analysis: Tanqueray
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- Figure 38: Brand analysis of Tanqueray, 2010
- Tanqueray gin television ad
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- Figure 39: Tanqueray gin television ad, 2009
Alcoholic Beverage Consumption: An Overview
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- Key points
- Location overview
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- Figure 40: “All” beverage consumption, by beverage type, at home, bars, and restaurants, January 2010
- Consumption at bars
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- Figure 41: Alcoholic beverage consumption, by beverage type, at bars, by gender, January 2010
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- Figure 42: Alcoholic beverage consumption, by beverage type, at bars, by age, January 2010
- Consumption at restaurants
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- Figure 43: Alcoholic beverage consumption, by beverage type, at restaurants, by gender, January 2010
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- Figure 44: Alcoholic beverage consumption, by beverage type, at restaurants, by age, January 2010
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- Figure 45: Alcoholic beverage consumption, by beverage type, at restaurants, by HH income, January 2010
The Alcoholic Beverage Decision-Making Process
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- Key points
- Beverage selection overview
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- Figure 46: Alcoholic beverage decision-making process, at bars and restaurants, January 2010
- Drink decisions at bars
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- Figure 47: Alcoholic beverage decision-making process at bars, by gender, January 2010
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- Figure 48: Alcoholic beverage decision-making process at bars, by age, January 2010
- Drink decisions at restaurants
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- Figure 49: Alcoholic beverage decision-making process at restaurants, by age, January 2010
Amount Spent on Alcoholic Beverages
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- Key points
- More money spent on drinks at bars
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- Figure 50: Alcoholic beverage spend per week, at bars and restaurants, January 2010
- Figure 51: Alcoholic beverage spend per week, at bars and restaurants, January 2010 and December 2008
- Spending at bars
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- Figure 52: Alcoholic beverage spend per week, at bars, by gender, January 2010
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- Figure 53: Alcoholic beverage spend per week, at bars, by age, January 2010
- Figure 54: Alcoholic beverage spend per week, at bars, by HH income, January 2010
- Spending at restaurants
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- Figure 55: Alcoholic beverage spend per week, at restaurants, by gender, January 2010
- Figure 56: Alcoholic beverage spend per week, at restaurants, by age, January 2010
Alcoholic Beverage Consumption Compared to Last Year
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- Key points
- Spending holds steady
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- Figure 57: Alcoholic beverage consumption compared to last year, by age, January 2010
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- Figure 58: Alcoholic beverage spending compared to last year, by HH income, January 2010
- Budget woes leading deterrent
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- Figure 59: Rationales for spending less on alcoholic beverages, by gender, January 2010
Attitudes Towards Alcoholic Drinks and Bars
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- Key points
- Neighborhood bars have the greatest appeal
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- Figure 60: Attitudes toward alcoholic drinks and bars, by gender, January 2010
- Figure 61: Attitudes toward alcoholic drinks and bars, by age, January 2010
Attitudes Towards Alcoholic Beverages and Health
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- Key points
- A need to bridge the health gap
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- Figure 62: Alcoholic beverage and health, by gender, January 2010
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- Figure 63: Alcoholic beverage and health, by age, January 2010
Alcoholic Beverage Adventurousness
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- Key points
- “The usual please. Maybe.”
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- Figure 64: Alcoholic beverage adventurousness, by gender, January 2010
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- Figure 65: Alcoholic beverage adventurousness, by age, January 2010
Cluster Analysis
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- Low Spending Beer Drinkers
- Who they are
- Opportunity
- Beer Averse, Restaurant Wine Drinkers
- Who they are
- Opportunity
- Big Spenders and Drinkers
- Who they are
- Opportunity
- Characteristic tables
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- Figure 66: Alcoholic beverage clusters, January 2010
- Figure 67: Frequency of visits to bars/nightclubs and restaurants, by alcoholic beverage clusters, January 2010
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- Figure 68: Alcoholic beverage consumption, at bars/nightclubs, by beverage type and alcoholic beverage clusters, January 2010
- Figure 69: Alcoholic beverage consumption, at restaurants, by beverage type and alcoholic beverage clusters, January 2010
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- Figure 70: Alcoholic beverage decision-making process, at home, bars/nightclubs and restaurants, by alcoholic beverage clusters, January 2010
- Figure 71: Alcoholic beverage spend per week, at bars/nightclubs and restaurants, by alcoholic beverage clusters, January 2010
- Demographic tables
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- Figure 72: Alcoholic beverage clusters, by gender, January 2010
- Figure 73: Alcoholic beverage clusters, by age, January 2010
- Figure 74: Alcoholic beverage clusters, by household income, January 2010
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- Figure 75: Alcoholic beverage clusters, by race, January 2010
- Figure 76: Alcoholic beverage clusters, by Hispanic origin, January 2010
- Cluster methodology
Custom Consumer Tables: Light, Medium and Heavy Users
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- Bar/nightclub
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- Figure 77: Alcoholic beverage spend per week, at bars, at bars, by usage, January 2010
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- Figure 78: Alcoholic beverage consumption compared to last year, at bars, by usage, January 2010
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- Figure 79: Alcoholic beverage and health, at bars, by usage, January 2010
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- Figure 80: Attitudes toward alcoholic drinks and bars, at bars, by usage, January 2010
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- Figure 81: Alcoholic beverage adventurousness, at bars, by usage, January 2010
- Restaurants
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- Figure 82: Alcoholic beverage spend per week, at restaurants, by usage, January 2010
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- Figure 83: Alcoholic beverage consumption compared to last year, at restaurants, by usage, January 2010
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- Figure 84: Attitudes toward alcoholic drinks and bars, at restaurants, by usage, January 2010
Appendix: Other Useful Consumer Tables
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- Alcoholic beverage consumption and drink decisions
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- Figure 85: Alcoholic beverage consumption, by beverage type, at bars, by HH income, January 2010
- Drink decisions at bars
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- Figure 86: Alcoholic beverage decision-making process at bars, by HH income, January 2010
- Drink decisions at restaurants
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- Figure 87: Alcoholic beverage decision-making process at restaurants, by gender, January 2010
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- Figure 88: Alcoholic beverage decision-making process at restaurants, by HH income, January 2010
- Spending at restaurants
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- Figure 89: Alcoholic beverage spend per week, at restaurants, by HH income, January 2010
- Attitudes toward alcoholic drinks
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- Figure 90: Attitudes toward alcoholic drinks and bars, by HH income, January 2010
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- Figure 91: Alcoholic beverage and health, by HH income, January 2010
- Alcoholic beverage adventurousness
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- Figure 92: Alcoholic beverage adventurousness, by HH income, January 2010
Appendix: Trade Associations
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