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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- The market
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- Figure 1: U.S. sales and fan chart forecast of on-premise alcohol market, at current prices, 2007-17
- Market drivers
- Competitive context
- Menu analysis
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- Figure 2: Segment breakdown of on-premise alcohol beverages, by incidence, Q4 2009-12
- Figure 3: Top 10 cocktail types, by incidence, Q4 2009-12
- Consumer data
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- Figure 4: On-premise alcohol consumption behavior, October 2012
- Consumer attitudes
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- Figure 5: Attitudes toward on-premise alcohol consumption, October 2012
- What we think
Issues in the Market
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- How can operators get consumers to shake off recessionary habits?
- How can operators meet consumers’ health needs?
- How can operators overcome consumers’ social fears of intoxication?
Insights and Opportunities
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- Drink trends from 2012 are continuing to expand
- Packaging
- Booze in new places
- Alcohol pairings
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- Figure 6: Milwaukee’s Best Burgers’ Bloody Mary, November 2012
- Flavored alcohol
- Technology
Trend Applications
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- Trend: Minimize Me
- Trend: Experience Is All
- Trend: 2015 Brand Intervention
Market Size and Forecast
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- Key points
- Market size insight
- On-premise alcohol sales and forecast
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- Figure 7: Total U.S. sales and forecast of on-premise alcohol market, at current prices, 2007-17
- Figure 8: Total U.S. sales and forecast of on-premise alcohol market, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 9: U.S. sales and fan chart forecast of on-premise alcohol market, at current prices, 2007-17
Market Drivers
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- Key points
- Disposable personal income increased and is stronger than 2011
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- Figure 10: Real disposable personal income, January 2007-November 2012
- Unemployment and underemployment decline
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- Figure 11: Unemployment and underemployment rates, January 2007-December 2012
- Consumer sentiment experienced a large decline
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- Figure 12: Consumer sentiment, January 2007-December 2012
- Calorie disclosure legislation and sugary drink bans
- Cost and inflation of food items
- The aging population
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- Figure 13: Population, by age, 2010
Competitive Context
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- Drinking at home: cheaper, but lacking the eating out experience
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- Figure 14: Changes in behavior with on-premise alcohol consumption, October 2012
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- Figure 15: Consumer behavior regarding on-premise alcohol consumption, by gender, October 2012
- Figure 16: Attitudes toward on-premise alcohol consumption, by gender, October 2012
Featured Companies
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- Limited service
- Smashburger
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- Figure 17: Smashburger + Saint Arnold pairing menu, January 2013
- Full service
- Applebee’s Neighborhood Grill and Bar
- Twin Peaks
- The Capital Grille
- Specialty
- Cooper’s Hawk Winery & Restaurant
- Oskar Blues Brewery
Marketing Strategies
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- Overview of the brand landscape
- Television ads
- Buffalo Wild Wings
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- Figure 18: Buffalo Wild Wings television ad, August 2012
- Joe’s Crab Shack
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- Figure 19: Joe’s Crab Shack television ad, August 2012
- Shula’s Steak House
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- Figure 20: Shula’s Steak House television ad, September 2011
- T.G.I. Friday’s
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- Figure 21: T.G.I. Friday’s television ad, January 2013
- The Keg Steakhouse
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- Figure 22: The Keg Steakhouse television ad, January 2013
- Tilted Kilt
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- Figure 23: Tilted Kilt television ad, September 2012
- Print and social media advertising
Menu Analysis: On-Premise Alcohol
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- Segment breakdown of alcoholic beverages
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- Figure 24: Segment breakdown of alcohol beverage items, by incidence, Q4 2009-12
- Figure 25: Segment breakdown of alcoholic beverage items, by price, Q4 2009-12
- Leading alcoholic beverages menued
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- Figure 26: Top 10 alcoholic beverage items, by incidence, Q4 2009-12
- Figure 27: Top 10 alcoholic beverage items, by price, Q4 2009-12
Menu Analysis: Cocktails
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- Segment breakdown of cocktails
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- Figure 28: Segment breakdown of cocktail items, by incidence, Q4 2009-12
- Figure 29: Segment breakdown of cocktail items, by price, Q4 2009-12
- Leading cocktail types
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- Figure 30: Top 10 cocktail types, by incidence, Q4 2009-12
- Top alcohol types used in cocktails
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- Figure 31: Top 10 alcohol ingredients used in cocktails, by incidence, Q4 2009-12
- Frequently menued item claims
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- Figure 32: Top 10 menu item claims for cocktails, by incidence, Q4 2009-12
Menu Analysis: Wine
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- Segment breakdown of wine
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- Figure 33: Segment breakdown of wine, by incidence, Q4 2009-12
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- Figure 34: Segment breakdown of wine, by price, Q4 2009-12
- Leading categories of wine
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- Figure 35: Top categories of wine, by incidence, Q4 2009-12
- Most menued types of wine
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- Figure 36: Top 10 types of wine, by incidence, Q4 2009-12
- Top menu item claims for wine
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- Figure 37: Top 10 menu item claims for wines, by incidence, Q4 2009-12
Menu Analysis: Beer
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- Segment breakdown of beer
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- Figure 38: Segment breakdown of beer, by incidence, Q4 2009-12
- Figure 39: Segment breakdown of beer, by price, Q4 2009-12
- Leading types of beer
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- Figure 40: Top 10 types of beer, by incidence, Q4 2009-12
- Most frequent menu item claims for beer
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- Figure 41: Top 10 menu item claims for beer, by incidence, Q4 2009-12
- Top flavors for beer
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- Figure 42: Top 10 flavors for beer, by incidence, Q4 2009-12
Alcohol Types Typically Ordered On-premise
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- Key points
- Men choose beer and shots, while women pick wine and specialty cocktails
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- Figure 43: Alcohol types typically ordered on-premise, by gender, October 2012
- Millennials order on-premise alcohol more than any other age group
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- Figure 44: Alcohol types typically ordered on-premise, by age, October 2012
- Affluent consumers prefer wine and specialty cocktails
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- Figure 45: Alcohol types typically ordered on-premise, by household income, October 2012
- Some drinks resonate strongly with particular races
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- Figure 46: Alcohol types typically ordered on-premise, by race/Hispanic origin, October 2012
Changes in Behavior with On-premise Alcohol
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- Key points
- Consumers are continuing to restrict spending on on-premise alcohol
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- Figure 47: Changes in behavior with on-premise alcohol consumption, October 2012
- Men have increased the amount they spend per visit
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- Figure 48: Changes in behavior with on-premise alcohol consumption, by gender, October 2012
- Increases in on-premise behavior decline with age
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- Figure 49: Changes in behavior with on-premise alcohol consumption, by age, OCTOBER 2012
- Affluent more likely to have increased visits, amount spent, and trial
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- Figure 50: Changes in behavior with on-premise alcohol consumption, by household income, October 2012
Specialty Cocktail Selection Methods
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- Key points
- Consumers seek out certain alcohol types and reject cocktails with others
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- Figure 51: Specialty cocktail selection methods, October 2012
- Men want beer and dark liquors, while women look for wine and light liquors
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- Figure 52: Seek out cocktails with this alcohol type, by gender, October 2012
- Figure 53: Indifferent to this alcohol type, by gender, October 2012
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- Figure 54: Will not order a cocktail with this alcohol type, by gender, October 2012
- Age dictates liquor preferences and ordering behavior
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- Figure 55: Seek out cocktails with this alcohol type, by age, October 2012
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- Figure 56: Indifferent to this alcohol type, by age, October 2012
- Figure 57: Will not order a cocktail with this alcohol type, by age, October 2012
- Income dictates liquor preferences and ordering behavior
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- Figure 58: Seek out cocktails with this alcohol type, by household income, October 2012
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- Figure 59: Indifferent to this alcohol type, by household income, October 2012
- Figure 60: Will not order a cocktail with this alcohol type, by household income, October 2012
- Racial differences dictate liquor preferences and ordering behavior
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- Figure 61: Seek out cocktails with this alcohol type, by race/Hispanic origin, October 2012
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- Figure 62: Indifferent to this alcohol type, by race/Hispanic origin, October 2012
- Figure 63: Will not order a cocktail with this alcohol type, by race/Hispanic origin, October 2012
Choosing On-premise Destinations
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- Key points
- Women demand more out of on-premise establishments than do men
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- Figure 64: Drivers to choose on-premise destinations, by gender, October 2012
- Millennials concerned with popularity and unique drink experiences
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- Figure 65: Drivers to choose on-premise destinations, by age, October 2012
- Lower-income respondents likely to benefit from increased entertainment
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- Figure 66: Drivers to choose on-premise destinations, by household income, October 2012
- Each race is more likely to than the others to consider certain criteria
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- Figure 67: Drivers to choose on-premise destinations, by race/Hispanic origin, October 2012
On-Premise Alcohol Consumption Behavior
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- Key points
- Men buy shots in multiples, while women worry about alcohol content
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- Figure 68: Consumer behavior regarding on-premise alcohol consumption, by gender, October 2012
- Millennials and low-income respondents are concerned with price
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- Figure 69: Consumer behavior regarding on-premise alcohol consumption, by age, October 2012
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- Figure 70: Consumer behavior regarding on-premise alcohol consumption, by household income, October 2012
Attitudes toward On-premise Alcohol Consumption
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- Key points
- Men order by brand, while women want healthy, lower-alcohol beverages
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- Figure 71: Attitudes toward on-premise alcohol consumption, by gender, October 2012
- Younger consumers are more willing to try new types of drinks
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- Figure 72: Attitudes toward on-premise alcohol consumption, by age, October 2012
- Affluent consumers enjoy being with friends and like to order by brand
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- Figure 73: Attitudes toward on-premise alcohol consumption, by household income, October 2012
- White and Hispanic consumers are turned off by specialty cocktails
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- Figure 74: Attitudes toward on-premise alcohol consumption, by race/Hispanic origin, October 2012
Hispanic Consumers
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- Key points
- Hispanics likely to order beer and shots on-premise
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- Figure 75: Alcohol types typically ordered on-premise, by Hispanic origin, October 2012
- Hispanics likely to have increased on-premise consumption
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- Figure 76: Changes in behavior with on-premise alcohol consumption, by Hispanic origin, October 2012
- Hispanics prefer specialty cocktails with vodka, tequila, whiskey and beer
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- Figure 77: Seek out cocktails with this alcohol type, by Hispanic origin, October 2012
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- Figure 78: Indifferent to this alcohol type, by Hispanic origin, October 2012
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- Figure 79: Will not order a cocktail with this alcohol type, by Hispanic origin, October 2012
- Hispanics choose on-premise destinations, based on friendliness of staff
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- Figure 80: Drivers to choose on-premise destinations, by Hispanic origin, October 2012
- Hispanics likely to order beer and shots on-premise
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- Figure 81: Consumer behavior regarding on-premise alcohol consumption, by Hispanic origin, October 2012
- Hispanics like trying new items, preferring variety and certain brands
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- Figure 82: Attitudes toward on-premise alcohol consumption, by race/Hispanic origin, October 2012
Limited Alcohol versus Hard Liquor Respondents
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- Key points
- Limited alcohol versus hard liquor respondents reveal the right menu mix
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- Figure 83: Alcohol types typically ordered on-premise, by alcohol types typically ordered on-premise, October 2012
- Hard liquor drinkers increased specialty cocktail and new drink usage
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- Figure 84: Changes in behavior with on-premise alcohol consumption, by alcohol types typically ordered on-premise, October 2012
- Figure 85: Changes in behavior with on-premise alcohol consumption (limited alcohol), October 2012
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- Figure 86: Changes in behavior with on-premise alcohol consumption (hard liquor), October 2012
- Limited alcohol consumers seek beer- and wine-based specialty cocktails
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- Figure 87: Seek out cocktails with this alcohol type, by on-premise alcohol consumer group, October 2012
- Figure 88: Indifferent to this alcohol type, by on-premise alcohol consumer group, October 2012
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- Figure 89: Will not order a cocktail with this alcohol type, by on-premise alcohol consumer group, October 2012
- Regular cocktail drinkers versus specialty cocktail drinkers
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- Figure 90: Specialty cocktail selection methods (regular cocktail respondents), October 2012
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- Figure 91: Specialty cocktail selection methods (specialty cocktail respondents), October 2012
- Liquor drinkers are looking for a “party-like” experience
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- Figure 92: Drivers to choose on-premise destinations, by alcohol types typically ordered on-premise, October 2012
- Price, alcohol content, and sugar are barriers for non-liquor drinkers
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- Figure 93: Attitudes toward on-premise alcohol consumption, by alcohol types typically ordered on-premise, October 2012
Cluster Analysis
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- Cluster 1: Bare Bones
- Characteristics
- Demographics
- Opportunity
- Cluster 2: Big Drinkers
- Characteristics
- Demographics
- Opportunity
- Cluster 3: Nervous Nellys
- Characteristics
- Demographics
- Opportunity
- Cluster characteristic tables
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- Figure 94: Target clusters, October 2012
- Figure 95: Alcohol types typically ordered on-premise, by target clusters, October 2012
- Figure 96: Changes in behavior with on-premise alcohol consumption, by target clusters, October 2012
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- Figure 97: Seek out cocktails with this alcohol type, by target clusters, October 2012
- Figure 98: Indifferent to this alcohol type, by target clusters, October 2012
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- Figure 99: Will not order a cocktail with this alcohol type, by target clusters, October 2012
- Figure 100: Drivers to choose on-premise destinations, by target clusters, October 2012
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- Figure 101: Consumer behavior regarding on-premise alcohol consumption, by target clusters, October 2012
- Figure 102: Attitudes toward on-premise alcohol consumption, by target clusters, October 2012
- Cluster demographic tables
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- Figure 103: Target clusters, by demographic, October 2012
- Cluster methodology
Additional Tables
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- Figure 104: Changes in behavior with on-premise alcohol consumption, by race/Hispanic origin, October 2012
- Figure 105: Consumer behavior regarding on-premise alcohol consumption, by race/Hispanic origin, October 2012
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- Figure 106: Consumer behavior regarding on-premise alcohol consumption, by alcohol types typically ordered on-premise, October 2012
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Appendix – Trade Associations
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