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
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- On-premise sales have taken a hit but are rebounding
- Intriguing trends await returning patrons
- What’s on the menu
- Marketing strategies could use a facelift
- An overview of on-premise drinking habits and spending
- What patrons are drinking, and would like to drink
Insights and Opportunities
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- Key points
- Locavore movement crops up on the bar side
- Culinary moves from kitchen to cocktails
- On-premise targets off-premise
- Promoting the drinks menu with technology
- Social media
- Location based
- Handheld devices
Inspire Insights
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- Inspire Trend: Life Hacking
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- Figure 1: Alcoholic beverage adventurousness, by age, December 2010
Market Size and Forecast
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- Key points
- Growth but still low totals
- On-premise alcohol sales and forecast
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- Figure 2: U.S. on-premise alcohol sales, at current prices, 2005-15
- Figure 3: U.S. on-premise alcohol sales, at inflation-adjusted prices, 2005-15
- On-premise alcohol sales by channel
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- Figure 4: Sales of alcoholic beverages at bars, restaurants and other venues, by beverage, 2005-10
- Figure 5: Sales of alcoholic beverages at bars, restaurants and other venues, by channel, 2005-10
- Fan chart forecast
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- Figure 6: U.S. on-premise alcohol sales fanned forecast, at current prices, 2005-15
Market Drivers
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- Key points
- Economic factors
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- Figure 7: Adjusted foodservice and drinking place sales, January 2008-February 2011
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- Figure 8: Unemployment and underemployment rates, January 2007-March 2011
- Figure 9: U.S. real disposable personal income growth, January 2007-January 2011
- Attitudes and behaviors
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- Figure 10: NRA Performance Indices, January 2009-February 2011
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- Figure 11: University of Michigan Consumer Sentiment Index, March 2007-March 2011
- Demographics: Young and spirited
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- Figure 12: Population, by age, 2006-16
- Figure 13: Mean spend on alcoholic beverages at bars and restaurants, by age, December 2010
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- Figure 14: How social networking sites function for the users, by age, January 2010
Competitive Context
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- Drinking at home: cheaper, and now easier to do in style
Restaurant and Bar Analysis
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- CraftWorks Restaurants & Breweries
- The major brands
- T.G.I. Friday’s
- Independents
- Bittercreek Ale House (and adjacent Red Feather Lounge), Boise, Idaho: Local and sustainable
- Hopcat, Grand Rapids, Mich.: Promoting Michigan’s brewing industry
- The Drawing Room, Chicago: The culinary cocktail
Marketing Strategies
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- Television ads
- Old Chicago Restaurant
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- Figure 15: Old Chicago Restaurant television ad, 2010
- Figure 16: Old Chicago Restaurant television ad, 2010
- Smokey Bones Barbeque & Grill
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- Figure 17: Smokey Bones Barbeque & Grill television ad, 2010
- Carino’s
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- Figure 18: Carino’s television ad, 2010
- P.F. Chang’s
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- Figure 19: P.F. Chang’s television ad, 2010
- T.G.I. Friday’s
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- Figure 20: T.G.I. Friday's television ad, 2010
- Websites
- T.G.I. Friday’s
- Old Chicago Restaurant
- Social media
- T.G.I. Friday’s, Terre Haute, Ind.
- Old Chicago Restaurant
- Smokey Bones Bar & Fire Grill
Menu Insights Analysis
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- Key points
- Fine dining surges in new menu additions
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- Figure 21: Alcoholic beverages at restaurant segments, by incidence, Q4 2007-Q4 2010
- Drink prices increase, driven by quality offerings
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- Figure 22: Alcoholic beverages at restaurant segments, by incidence and price, Q4 2007-Q4 2010
- Scotch, premium lagers and cocktails taking greater share of the drinks menu
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- Figure 23: Top 10 alcoholic beverages, by incidence, Q4 2007-Q4 2010
- Wines the priciest option
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- Figure 24: Top 10 alcoholic beverages, by incidence and price, Q4 2007-Q4 2010
- Bacardi leads in incidence
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- Figure 25: Top 10 alcohol brands, by incidence, Q4 2007-Q4 2010
- Lime and strawberry the leading flavors, and growing
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- Figure 26: Top 10 cocktail flavors, by incidence, Q4 2007-Q4 2010
Alcoholic Beverage Consumption—An Overview
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- Key points
- On-premise drinking the exception, not the norm; beer the top choice
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- Figure 27: Alcoholic beverage ordering frequency, December 2010
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- Figure 28: Alcoholic beverage ordering frequency, by age, December 2010
- Figure 29: Alcoholic beverage consumption, by beverage type, at bars and restaurants, December 2010
- Consumption at bars
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- Figure 30: Alcoholic beverage consumption at bars, by gender, December 2010
- Figure 31: Alcoholic beverage consumption at bars, by age, December 2010
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- Figure 32: Usual alcoholic beverage consumption at bars, by gender, December 2010
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- Figure 33: Usual alcoholic beverage consumption at bars, by age, December 2010
- Consumption at restaurants
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- Figure 34: Alcoholic beverage consumption at restaurants, by gender, December. 2010
- Figure 35: Alcoholic beverage consumption at restaurants, by household income, December. 2010
- Alcohol most often consumed
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- Figure 36: Usual alcoholic beverage consumption at restaurants, by gender, December 2010
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- Figure 37: Usual alcoholic beverage consumption at restaurants, by household income, December 2010
The Alcoholic Beverage Decision-Making Process
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- Key points
- Drinkers driven most by favorites
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- Figure 38: Alcoholic beverage decision-making process, at bars and restaurants, January 2010
- Drink decisions at bars
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- Figure 39: Alcoholic beverage decision-making process at bars, by age, January 2010
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- Figure 40: Alcoholic beverage decision-making process at bars, by household income, December 2010
- Drink decisions at restaurants
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- Figure 41: Alcoholic beverage decision-making process at restaurants, by age, December 2010
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- Figure 42: Alcoholic beverage decision-making process at restaurants, by household income, December 2010
Amount Spent on Alcoholic Beverages
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- Key points
- More spent at bars, yet spending is down
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- Figure 43: Alcoholic beverage spend at bars and restaurants, January 2010 and December 2010
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- Figure 44: Alcoholic beverage spend at bars and restaurants, December 2010
- Spending at bars
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- Figure 45: Alcoholic beverage spend at bars, by gender, December 2010
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- Figure 46: Alcoholic beverage spend at bars, by age, December 2010
- Spending at restaurants
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- Figure 47: Alcoholic beverage spend at restaurants, by gender, December 2010
- Figure 48: Alcoholic beverage spend at restaurants, by age, December 2010
Alcoholic Beverage Consumption Compared to Last Year
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- Key points
- Just half are spending the same as last year
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- Figure 49: Alcoholic beverage ordering compared to last year, by gender, December 2010
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- Figure 50: Alcoholic beverage ordering compared to last year, by household income, December 2010
- Rationales for spending less
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- Figure 51: Rationales for spending less on alcoholic beverages, by gender, December 2010
Attitudes Toward Restaurant and Bar Drink Options
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- Key points
- Room for improvement on restaurant drinks menus
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- Figure 52: Attitudes toward alcoholic beverage selections at restaurants, December 2010
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- Figure 53: Attitudes toward alcoholic beverage selections at restaurants, by gender, December 2010
- Figure 54: Attitudes toward alcoholic beverage selections at restaurants, by household income, December 2010
- Bars fare better, apart from wine
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- Figure 55: Attitudes toward alcoholic beverage selections at bars/nightclubs, December 2010
- Figure 56: Attitudes toward alcoholic beverage selections at bars/nightclubs, by age, December 2010
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- Figure 57: Attitudes toward alcoholic beverage selections at bars/nightclubs, by household income, December 2010
Alcoholic Beverage Preferences and Adventurousness
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- Key points
- A battle of the “tried and true” and the adventurous palate
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- Figure 58: Alcoholic beverage adventurousness, December 2010
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- Figure 59: Alcoholic beverage adventurousness, by gender, December 2010
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- Figure 60: Alcoholic beverage adventurousness, by age, December 2010
Custom Consumer Tables: Light, Medium, and Heavy Users
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- The 25-34 demographic
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- Figure 61: Usage frequency, by age, December 2010
- Consumption at bars
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- Figure 62: Alcoholic beverage consumption at bars, by frequency of use, December 2010
- Consumption at restaurants
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- Figure 63: Alcoholic beverage consumption at restaurants, by frequency of use, December. 2010
- Alcohol most often consumed
- Bar/Nightclub
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- Figure 64: Usual alcoholic beverage consumption at bars/nightclubs, by frequency of use, December 2010
- Restaurants
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- Figure 65: Usual alcoholic beverage consumption at restaurants, by frequency of use, December 2010
- The alcoholic beverage decision-making process
- Bar/Nightclub
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- Figure 66: Alcoholic beverage decision-making process at bar/nightclubs, by frequency of use, December 2010
- Restaurants
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- Figure 67: Alcoholic beverage decision-making process at restaurants, by frequency of use, December 2010
- Amount spent on alcoholic beverages
- Bar/Nightclub
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- Figure 68: Alcoholic beverage spend at bars, by frequency of use, December 2010
- Restaurant
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- Figure 69: Alcoholic beverage spend at restaurants, by frequency of use, December 2010
- Alcoholic beverage consumption compared to last year
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- Figure 70: Alcoholic beverage ordering compared to last year, by frequency of use, December 2010
- Attitudes toward restaurant and bar drink options
- Bar/Nightclub
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- Figure 71: Attitudes toward alcoholic beverage selections at bars/nightclubs, by frequency of use, December 2010
- Restaurant
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- Figure 72: Attitudes toward alcoholic beverage selections at restaurants, by frequency of use, December 2010
- Alcoholic beverage preferences and adventurousness
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- Figure 73: Alcoholic beverage adventurousness, by frequency of use, December 2010
Appendix—Trade Associations
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