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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- There is light at the end of the tunnel
- On-premise is looking for new drinks
- Restaurant behavior is inconsistent
- Menu trends favor certain spirits, flavors, and brands
- Purchase behavior tends to be conservative
- Attitudes toward alcohol indicate willingness to try new things
Insights and Opportunities
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- Key points
- New and old spirits hit the shelves
- Preparation is half the bottle
- Big bottles
- Carbonated cocktails are airborne
- More drinks on tap
- Drink flights land profits
- Infusion confusion
- Skinny drinks make big waves
- Toasting the seasons
- Authenticity
- The good old days
- Locavore movement still going strong
- Smartphone apps help find, buy, and share drinks
- DrinkOwl
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- Figure 1: DrinkOwl smartphone application, March 2012
- Bartab
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- Figure 2: Bartab smartphone Application, March 2012
Inspire Insights
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- Trend: Mood to Order
- Trend: Sense of the Intense
Market Size and Forecast
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- Key points
- On-premise alcohol sales and forecast
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- Figure 3: U.S. on-premise alcohol sales, at current prices, 2006-16
- Figure 4: U.S. On-premise alcohol sales, at inflation-adjusted prices, 2006-16
- On-premise alcohol sales by type and channel
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- Figure 5: Sales of alcoholic beverages at bars, restaurants, and other venues, by beverage, 2006-11
- Figure 6: Share of sales of alcoholic beverages at bars, restaurants, and other venues, by beverage, 2006-11
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- Figure 7: Sales of alcoholic beverages at bars, restaurants, and other venues, by channel, 2006-11
- Figure 8: Channel sales share of alcoholic beverages at bars, restaurants, and other venues, by channel, 2006-11
- Fan chart forecast
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- Figure 9: U.S. on-premise alcohol sales fanned forecast, at current prices, 2006-16
Market Drivers
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- Key points
- Restaurant Performance Index looks hopeful
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- Figure 10: Restaurant Performance Index, January 2009-January 2012
- Foodservice and drinking place sales are recovering
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- Figure 11: Adjusted foodservice and drinking place sales, January 2008-January 2012
- Consumers cautiously optimistic
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- Figure 12: Consumer sentiment, March 2007-February 2012
- Unemployment rate looks promising
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- Figure 13: Unemployment and underemployment rates, January 2007-January 2012
- Underemployment still high
- Disposable personal income inches up
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- Figure 14: Real disposable personal income, January 2007-January 2012
- Rising gasoline prices
- Increasing food costs
- The aging population
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- Figure 15: Population, by age, 2010
Competitive Context
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- Drinking at home: still cheaper and easier
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- Figure 16: Alcoholic beverage spending compared to last year, January 2012
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- Figure 17: Attitudes toward on-premise alcohol consumption, January 2012
Restaurant and Bar Analysis
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- Key points
- Limited-service restaurants turn 21
- Noodles & Company
- Full-service restaurants break their curfews
- Ruth’s Chris Steak House
- Independent bars and restaurants
- The Aviary
- Breckenridge Brewery
Marketing Strategies
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- Key points
- Television ads
- Logan’s Roadhouse
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- Figure 18: T.G.I. Logan’s Roadhouse television ad, September 2011
- Tilted Kilt
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- Figure 19: Tilted Kilt television ad, August 2011
- T.G.I. Friday’s
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- Figure 20: T.G.I. Friday’s television ad, June 2011
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- Figure 21: T.G.I. Friday’s television ad, February 2012
- Taco Cabana
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- Figure 22: Taco Cabana television ad, October 2011
- Fuddruckers
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- Figure 23: Fuddruckers television ad, October 2011
- Websites
- T.G.I. Friday’s
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- Figure 24: T.G.I Friday’s website, March 2012
- Tilted Kilt
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- Figure 25: Tilted Kilt website, March 2012
- Houlihan’s
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- Figure 26: Houlihan’s website, March 2012
- Social media
- Taco Cabana
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- Figure 27: Taco Cabana Facebook page, March 2012
- T.G.I. Friday’s
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- Figure 28: T.G.I. Friday’s YouTube video, March 2012
- Tilted Kilt
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- Figure 29: Tilted Kilt Facebook page, March 2012
Menu Insights Analysis: Restaurant Segment Trends
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- Key points
- Menu selection trends
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- Figure 30: Alcoholic beverages at restaurant segments, by incidence, Q4 2008-Q4 2011
- Drink prices increase, driven by quality offerings
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- Figure 31: Alcoholic beverages at restaurant segments, by incidence and price, Q4 2008-Q4 2011
- Strategies of restaurants with large beverages programs
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- Figure 32: Top 10 restaurants by alcoholic beverage incidence, Q4 2008-Q4 2011
Menu Insights Analysis: Beverage Trends
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- Key points
- Margaritas and cocktails strong and continuing to grow
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- Figure 33: Top 10 alcoholic beverages, by incidence, Q4 2008-Q4 2011
- Wines are the priciest option
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- Figure 34: Top 10 alcoholic beverages, by incidence and price, Q4 2008-Q4 2011
- Bacardi the leading brand, by incidence
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- Figure 35: Top 10 alcohol brands, by incidence, Q4 2008-Q4 2011
- Lime and strawberry are top flavors, pomegranate and sangria gaining
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- Figure 36: Top 10 cocktail flavors, by incidence, Q4 2007-Q4 2010
- Promotional drink opportunities
On-Premise Alcohol Consumption: An Overview
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- Infrequent bar usage
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- Figure 37: Alcoholic beverage ordering frequency at bars/nightclubs, by gender, January 2012
- Young age groups are more likely to order alcoholic beverages at bars
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- Figure 38: Alcoholic beverage ordering frequency at bars/nightclubs, by age, January 2012
- Single people frequently order alcoholic beverages at bars/nightclubs
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- Figure 39: Alcoholic beverage ordering frequency at bars/nightclubs, by marital status, January 2012
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- Figure 40: Alcoholic beverage ordering frequency at restaurants, by gender, January 2012
- Resistance to alcoholic beverages at restaurants emerges after age 65
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- Figure 41: Alcoholic beverage ordering frequency at restaurants, by age, January 2012
- Less affluent are less likely to order alcoholic beverages at restaurants
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- Figure 42: Alcoholic beverage ordering frequency at restaurants, by household income, January 2012
Beverages Ordered On-Premise
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- Key points
- Beer is most popular at bars/nightclubs
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- Figure 43: Usual alcoholic beverage consumption at bars/nightclubs, by gender, January 2012
- Young age groups are more likely to drink a range of beverages at bars/nightclubs
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- Figure 44: Usual alcoholic beverage consumption at bars/nightclubs, by age, January 2012
- Highly affluent drawn to prestige beverages: wine and sparkling wine
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- Figure 45: Usual alcoholic beverage consumption at bars/nightclubs, by household income, January 2012
- Beer edges out wine in alcoholic beverage consumption at restaurants
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- Figure 46: Usual alcoholic beverage consumption at restaurants, by gender, January 2012
- Young drinkers prefer atypical alcoholic beverages
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- Figure 47: Usual alcoholic beverage consumption at restaurants, by age, January 2012
- Lower-income households are less likely to drink alcoholic beverages at restaurants
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- Figure 48: Usual alcoholic beverage consumption at restaurants, by household income, January 2012
Cocktail Preferences
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- Key points
- Vodka-based cocktails are most popular; yet, varied preferences exist
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- Figure 49: Cocktail consumption type at bars/nightclubs or restaurants, by gender, January 2012
- Younger age groups drink a variety of cocktail types
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- Figure 50: Cocktail consumption type at bars/nightclubs or restaurants, by age, January 2012
- Blacks prefer drink gin-based cocktails; Hispanics prefer tequila-based drinks
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- Figure 51: Cocktail consumption type at bars/nightclubs or restaurants, by race/Hispanic origin, January 2012
The Alcoholic Beverage Decision-Making Process
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- Key points
- Alcoholic beverage choice driven by favorites
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- Figure 52: Alcoholic beverage selection drivers, by segment, January 2012
- Drink decisions at bars/nightclubs
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- Figure 53: Alcoholic beverage selection drivers for bars/nightclubs, by gender, January 2012
- Peers influence beverage choice of young drinkers
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- Figure 54: Alcoholic beverage selection drivers for bars/nightclubs, by age, January 2012
- Less affluent choose drinks based on intoxication effects
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- Figure 55: Alcoholic beverage selection drivers for bars/nightclubs, by household income, January 2012
- Drink decisions at restaurants
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- Figure 56: Alcoholic beverage selection drivers for restaurants, by age, January 2012
- Seasonality has more influence over highly affluent respondents’ drink choice
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- Figure 57: Alcoholic beverage selection drivers for restaurants, by household income, January 2012
Amount Spent on Alcoholic Beverages
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- Key points
- Spending on alcoholic beverages is higher at bars/nightclubs
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- Figure 58: Alcoholic beverage spend at bars/nightclubs and restaurants, January 2012
- Spending at bars
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- Figure 59: Alcoholic beverage spend at bars/nightclubs, by gender, January 2012
- Those who are younger than 45 have above-average spending at bars
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- Figure 60: Alcoholic beverage spend at bars/nightclubs, by age, January 2012
- Lower-middle-income consumers spend most at bars/nightclubs
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- Figure 61: Alcoholic beverage spend at bars/nightclubs, by household income, January 2012
- Respondents living with a partner spend more on alcoholic beverages at bars
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- Figure 62: Alcoholic beverage spend at bars/nightclubs, by marital status, January 2012
- Spending at restaurants
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- Figure 63: Alcoholic beverage spend at restaurants, by gender, January 2012
- Young age groups spend more on alcoholic beverages at restaurants
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- Figure 64: Chili’s restaurant promotion advertisement, January 2012
- Figure 65: Alcoholic beverage spend at restaurants, by age, January 2012
- Highly affluent have the highest average spend on restaurant alcoholic beverages
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- Figure 66: Alcoholic beverage spend at restaurants, by household income, January 2012
Alcohol Consumption Compared to Last Year
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- Key points
- On-premise alcohol consumption hasn’t changed in the last year
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- Figure 67: Changes in ordering alcohol, January 2012
- Those who are younger than 35 are most likely to be ordering more alcoholic beverages this year
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- Figure 68: Changes in ordering alcohol, by age, January 2012
- Lower incomes are restricting their on-premise alcohol consumption this year
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- Figure 69: Changes in ordering alcohol, by household income, January 2012
- Hispanics are more likely to increase on-premise alcohol consumption this year
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- Figure 70: Changes in ordering alcohol, by race/Hispanic origin, January 2012
- Reasons for ordering fewer alcoholic beverages
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- Figure 71: Reasons for ordering fewer alcoholic beverages, by gender, January 2012
- Less affluent are budgeting their money more this year
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- Figure 72: Reasons for ordering fewer alcoholic beverages, by household income, January 2012
Attitudes Toward On-Premise Alcohol
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- Key points
- More consumers are satisfied with alcohol choices at bars than at restaurants
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- Figure 73: Attitudes toward alcoholic beverage offerings, by gender, January 2012
- Those aged 21-24 are more interested in cocktail innovation
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- Figure 74: Attitudes toward alcoholic beverage offerings, by age, January 2012
- Higher incomes are less likely to order expensive brands of alcohol
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- Figure 75: Attitudes toward alcoholic beverage offerings, by household income, January 2012
- Singles are more likely to drink expensive brands and be interested in specialty cocktails
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- Figure 76: Attitudes toward alcoholic beverage offerings, by marital status, January 2012
On-Premise Ordering Behaviors
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- Key points
- Familiarity meets adventure
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- Figure 77: On-premise ordering behavior, by gender, January 2012
- Young drinkers are more willing to experiment with new drinks
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- Figure 78: On-premise ordering behavior, by age, January 2012
- Demystifying wine can encourage more usage among singles
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- Figure 79: On-premise ordering behavior, by marital status, January 2012
Appendix—Trade Associations
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