Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
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- Figure 1: U.S. Total retail sales and forecast of market, at current prices, 2006-16
- Forecast
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- Figure 2: U.S. Total sales and fan chart forecast of market, at current prices, 2006-16
- Market factors
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- Figure 3: Reasons for drinking fewer alcoholic beverages at home, March 2012
- Figure 4: Reasons for drinking fewer alcoholic beverages at home, by gender, March 2012
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- Figure 5: Changes in liquor consumption at home, by type, March 2012
- Figure 6: Top five alcohol new product claims, 2012*
- The consumer
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- Figure 7: consumption of alcoholic beverages, monthly means, by gender, March 2012
- Figure 8: Attitudes toward drinking at home, March 2012
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- Figure 9: Occasions for drinking alcoholic beverages at home, March 2012
- Figure 10: Alcohol consumption preferences, by race and Hispanic origin, April-November 2011
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- Figure 11: Share of alcoholic beverage sales for at-home consumption, by channel, 2012
- What we think
Issues in the Market
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- How can alcoholic beverage makers and marketers respond to consumer health and obesity concerns?
- How can alcoholic beverage makers and retailers combat on-premise operators’ efforts to lure back drinkers?
- Are alcoholic beverage marketers missing opportunities to increase at-home consumption?
- How can alcoholic beverage makers and retailers encourage at-home experimentation?
Insights and Opportunities
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- Consumers drink less at home, but enjoy it more
- The health challenge, face it…or not
- Also, there’s still the economy
- Connect with Millennials through c-store promotions
Inspire Insights
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- Premiumization and Indulgence
- The real thing
Market Size and Forecast
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- Key points
- Population numbers tell the story
- The wine-spirits tug-of-war is tilting in wine’s favor
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- Figure 12: Total U.S. retail sales and forecast of market, at current prices, 2006-16
- Figure 13: Total U.S. retail sales and forecast of market, at inflation-adjusted prices, 2006-16
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- Figure 14: Total U.S. sales and fan chart forecast of market, at current prices, 2006-16
- Walmart sales
Market Drivers
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- Key points
- A shaky economy is leaving consumers uncertain
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- Figure 15: Thomson Reuters/University of Michigan Consumer Sentiment Index
- Figure 16: Reasons for drinking fewer alcoholic beverages at home, March 2012
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- Figure 17: Reasons for drinking fewer alcoholic beverages at home, by gender, March 2012
- Figure 18: Reasons for drinking fewer alcoholic beverages at home, by age, March 2012
- Health issues are impacting consumption
- Population shifts present opportunities and challenges
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- Figure 19: Incidence of alcoholic beverage consumption at home or outside the home, March 2012
- Figure 20: Incidence of home consumption, by age, March 2012
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- Figure 21: Population, by generation, 2011
- Figure 22: Attitudes toward drinking at home, by age, March 2012
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- Figure 23: Occasions that motivate alcoholic beverage purchases, by age, March 2012
Competitive Context
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- The on-premise challenge
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- Figure 24: Adjusted foodservice and drinking place sales, January 2008-January 2012
Segment Performance
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- Key points
- A smaller decline in consumption than in 2010
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- Figure 25: Changes in liquor consumption at home, by type, March 2012
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- Figure 26: Total U.S. retail sales of alcoholic beverages, segmented, by type, 2010 and 2011
Segment Performance—Beer
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- Key points
- Sales forecast positive for beer
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- Figure 27: Total U.S. sales and forecast of beer, at current prices, 2006-16
- Figure 28: Alcoholic beverage consumption at home preferences, by gender, March 2012
Segment Performance—Wine
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- Key points
- Wine will pass spirits in dollar sales
- Sales and forecast of wine
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- Figure 29: Total U.S. sales and forecast of wine, at current prices, 2006-16
- Hispanics: a tempting target for wine sales
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- Figure 30: Alcoholic beverage consumption at home preferences, Hispanic and non-Hispanic, March 2012
Segment Performance—Spirits
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- Key points
- Sales and forecast of spirits
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- Figure 31: Total U.S. retail sales and forecast of spirits, at current prices, 2006-16
- Figure 32: Occasions that motivate alcoholic beverage purchases, by age, March 2012
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- Figure 33: Total U.S. retail sales of cocktail mixes
Retail Channels
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- Key points
- Sales of market, by channel
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- Figure 34: Retail sales of alcohol for at-home consumption, by channel, 2011 and 2012
- Figure 35: Purchase destinations for alcoholic beverages, March 2012
Retail Channels—Supermarkets
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- Key points
- Supermarket sales of alcoholic beverages for home consumption
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- Figure 36: Supermarket sales of alcohol for home consumption, at current prices, 2007-12
- Figure 37: Purchase destinations for alcoholic beverages, by age, March 2012
Retail Channels—Liquor Stores
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- Key points
- Liquor store sales of alcoholic beverages for home consumption
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- Figure 38: Liquor store sales of alcohol for at-home consumption, at current prices, 2007-12
- Younger consumers favor liquor stores
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- Figure 39: Purchase destinations for alcoholic beverages, by age, March 2012
Retail Channels—Drug Stores
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- Key points
- Drug store sales of alcoholic beverages for home consumption
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- Figure 40: Drug store sales of alcohol for at-home consumption, at current prices, 2007-12
- Figure 41: Purchase destination for alcoholic beverages, by Hispanic origin, March 2012
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- Figure 42: Purchase destination for alcoholic beverages, custom groups, March 2012
Retail Channels—Other Retail Channels
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- Key points
- Growth from convenience, price
- Other retail channels sales of alcoholic beverages for home consumption
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- Figure 43: Other retail outlet sales of alcohol for at-home consumption, at current prices, 2006-11
- Figure 44: Purchase destinations for alcoholic beverages, March 2012
Leading Companies
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- Key points
- Segment—Beer
- Anheuser-Busch InBev
- Major company developments
- New product launches
- MillerCoors
- Major company developments
- New product launches
- Segment—Spirits
- Diageo
- Major company developments
- Major product launches
- Bacardi USA
- Major company developments
- New product launches
- Beam Inc.
- Major company developments
- Product launches
- Segment—Wine
- E. & J. Gallo Winery
- Major company developments
- Product launches
- The Wine Group
- Major company developments
- Product launches
- Constellation Brands
- Major company developments
- Product launches
Innovations and Innovators
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- Key points
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- Figure 45: Alcoholic new product Introductions, by company, January 2007-June 2012
- Figure 46: Alcohol new product Introductions, January 2007-June 2012
- Responding to consumer health concerns
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- Figure 47: Alcohol new product claims, January 2007-June 2012
- Creating at-home occasions, pushing premium
- Competing with on-premise promotions
Marketing Strategies
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- Overview of the brand landscape
- Brand analysis: Anheuser-Busch InBev
- Marketing to sports, music enthusiasts
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- Figure 48: Budweiser, TV ad, “Good Dog,” 2012
- “Track Your Bud” program
- Corporate social responsibility
- Marketing to Hispanics
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- Figure 49: Corona, tv ad, “Singing” 2012
- Brand analysis: MillerCoors
- Major advertising/marketing initiatives
- Marketing to Millennials
- Marketing to men
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- Figure 50: Coors Light, tv ad, “I host a pretty good game” 2012
- Marketing to Hispanics
- Corporate social responsibility
- Brand analysis: Diageo
- Major advertising/marketing initiatives
- Marketing to Millennials
- Marketing to Hispanic men
- Marketing to women
- Brand analysis: Bacardi
- Major advertising/marketing Initiatives
- Consistent messaging, different targets
- Social responsibility
- Brand analysis: Beam
- Major advertising/marketing Initiatives
- Brand analysis: Gallo
- Major advertising/marketing initiatives
- Brand analysis: The Wine Group
- Brand analysis: Constellation Brands
- Major advertising/marketing Initiatives
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- Figure 51: Black Box, tv ad, “Lose the Bottle” 2012
- Other marketing addresses relaxing, authenticity
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- Figure 52: Dry Fly Distilling, tv ad, “Fresh Grown” 2012
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- Figure 53: Zonin USA, tv ad, “Zonin” 2012
Alcohol Consumption at Home and Outside the Home
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- Key points
- Target both ends of the income spectrum
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- Figure 54: Incidence of alcoholic beverage consumption at home and outside the home, mean, excluding zero, March 2012
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- Figure 55: Incidence of alcoholic beverage consumption at home and outside the home, by household income, March 2012
- Target new products to younger drinkers
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- Figure 56: Attitudes/opinions about alcohol, by age, April-November 2011
- Stress at-home enjoyment and relaxation
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- Figure 57: Attitudes toward drinking at home, March 2012
- Figure 58: Attitudes toward drinking at home, by age, March 2012
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- Figure 59: Attitudes toward drinking at home, information sources, March 2012
Alcohol Consumption at Home, by Type
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- Key points
- Women are the wine lovers, along with the aged 55+ crowd
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- Figure 60: Types of alcohol consumed at home, by gender, March 2012
- Beer is a guy thing, even light beer makes it into the man cave
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- Figure 61: Types of alcoholic beverage consumption at home, by household income, March 2012
- Figure 62: Types of alcoholic beverage consumed at home, by Hispanic origin, March 2012
- Young drinkers have a beer but seek out spirits as well
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- Figure 63: Types of alcoholic beverage consumed at home, by age, March 2012
Shifts in Alcohol Consumption at Home
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- Key points
- Men, women cutting at-home consumption almost equally
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- Figure 64: Changes in liquor consumption at home, by type and gender, March 2012
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- Figure 65: Attitudes/opinions about dieting, by gender, April-November 2011
- Figure 66: Reasons for changes in alcohol consumption at home, by household income, March 2012
- Millennials going back to on-premise consumption
Occasion-based Purchasing Motivators
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- Key points
- Socializing with friends brings out the drinks
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- Figure 67: Occasions that motivate alcoholic beverage purchases, by gender, March 2012
- Cocktails, anyone? Yes, say 34%
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- Figure 68: Occasions that motivate alcoholic beverage purchases, by age, March 2012
- Ring in more holiday sales
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- Figure 69: Occasions that motivate alcoholic beverage purchases, by custom group drinkers, March 2012
Factors that Influence Purchase
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- Key points
- Brand experience matters when buying alcoholic beverages for at-home
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- Figure 70: Factors that influence purchase, brand image, March 2012
- Price matters, but being the lowest priced, not so much
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- Figure 71: Factors that influence purchase, price, March 2012
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- Figure 72: Factors that influence purchase, in-store factors, March 2012
- Convenience counts in packaging
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- Figure 73: Factors that influence purchase, packaging, March 2012
Race and Hispanic Origin
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- Key points
- Hispanics spend less, drink as often at home
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- Figure 74: Alcohol consumption preferences, by race and Hispanic origin, April-November 2011
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- Figure 75: Where alcohol is consumed, Hispanics vs. total population, Fall 2011
- Figure 76: Where alcohol is consumed, by languages spoken in home, April-November 2011
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- Figure 77: Where alcohol is consumed, Hispanics vs. total population, Fall 2011
- Figure 78: Where alcohol is consumed, by languages spoken in home, April-November 2011
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- Figure 79: Where alcohol is consumed, by residency, April-November 2011
- Figure 80: Attitudes/Opinions about alcohol, by languages spoken in home, April-November 2011
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- Figure 81: Knowledge, by Hispanic origin, March 2012
- Black consumers cutting back more than whites, other races
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- Figure 82: Alcohol consumption changes in the past year, by race, March 2012
Custom Consumer Groups: Light, Medium, and Heavy Drinkers
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- Key points
- Number of drinks consumed at home and outside the home
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- Figure 83: Incidence of alcoholic beverage consumption at home or outside the home, March 2012
- Heavy drinkers remain the key target market
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- Figure 84: Changes in liquor consumption at home, March 2012
- Heavy drinkers go for the gusto
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- Figure 85: Types of alcoholic beverage consumed at home, March 2012
- Medium drinkers can be targeted at groceries and liquor stores
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- Figure 86: Purchase destinations for alcoholic beverages, by custom group drinkers, March 2012
- Family, friends are information sources for all groups
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- Figure 87: Information sources, by custom group drinkers, March 2012
- At-home drinking is all about relaxing, enjoying
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- Figure 88: Home drinking attitudes, by custom group drinkers, March 2012
- Health issues don’t phase most heavy drinkers
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- Figure 89: Health issues, by custom group drinkers, March 2012
Appendix: Other Useful Consumer Tables
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- Figure 90: Occasions that motivate alcoholic beverage purchases, by household income, March 2012
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- Figure 91: Occasions that motivate alcoholic beverage purchases, by marital and relationship status, March 2012
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- Figure 92: Knowledge, by age, March 2012
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- Figure 93: Knowledge, by household income, March 2012
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- Figure 94: Knowledge, by marital and relationship status, March 2012
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- Figure 95: Knowledge, by age, March 2012
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- Figure 96: Factors that influence purchase decisions, by marital and relationship status, March 2012
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- Figure 97: Factors that influence purchase decisions, by types of alcoholic beverage consumed at home, March 2012
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- Figure 98: Factors that influence purchase decisions, by types of alcoholic beverage consumed at home, March 2012
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- Figure 99: Factors that influence purchase, by age, March 2012
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- Figure 100: Factors that influence purchase decisions, by types of alcoholic beverage consumed at home. March 2012
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- Figure 101: Factors that influence purchase, friends, family, other, March 2012
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Appendix: Trade Associations
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