Table of Contents
Executive Summary
-
- Overview
- Cross-consumption of alcoholic beverage types
- Beer
-
- Figure 1: Alcoholic beverage purchases, by usage of beer – any consumption, February 2014
- Wine
-
- Figure 2: Alcoholic beverage purchases, by usage of wine – any consumption, February 2014
- Spirits
-
- Figure 3: Alcoholic beverage purchases, by usage of spirits – any consumption, February 2014
- Ready-to-drink premade flavored alcoholic beverages
-
- Figure 4: Alcoholic beverage purchases, by usage of alcoholic beverages – any consumption, February 2014
- Millennials top users across all alcoholic beverage types
-
- Figure 5: Alcoholic beverage purchases, by generations – any consumption, February 2014
- Experimentation drives many consumers; favorite brands make it easier
-
- Figure 6: Attitudes and behaviors toward alcoholic beverage purchases at retail, by generations, February 2014
- Night remains most popular time of day to drink alcoholic beverages
-
- Figure 7: Occasions for alcoholic beverage consumption, February 2014
- Wine preferred during meals
-
- Figure 8: Occasions for alcoholic beverage consumption, February 2014
- More than a quarter of respondents drink solo
-
- Figure 9: Occasions for alcoholic beverage consumption, February 2014
- Social gatherings at-home preferred
-
- Figure 10: Alcoholic beverage consumption locations, by beverage, February 2014
- At-home consumption still popular: more relaxing and affordable
-
- Figure 11: Attitudes toward drinking alcoholic beverages, by generations, February 2014
- Restaurants are top on-premise location for alcoholic beverage drinks
-
- Figure 12: Locations consumed away from home, by gender and age, February 2014
- Consumer responsibilities often deter drinking
-
- Figure 13: Reasons for not consuming alcoholic beverages, by generations, February 2014
- What we think
Issues and Insights
-
- How can alcoholic beverages keep top-consuming Millennials loyal to brands?
- Insight
- What is driving consumers’ alcoholic beverage consumption: time or place?
- Insight
- With alcoholic categories forecast to see continued growth, why are some consumers drinking less at occasions?
- Insight
Trend Applications
-
- Trend: Guiding Choice
- Trend: The Big Issue
-
- Figure 14: Michelob Ultra print ad, February 2014
- Trend: Mood to Order
Innovations and Innovators
-
- Crossover between alcoholic and non-alcoholic categories
- Indulgent flavors
- At-home kits
- Portability
Marketing Strategies
-
- Overview of the brand landscape
- Theme: Rejecting the pretense of drinking
- Smirnoff party’s off-premise
-
- Figure 15: Smirnoff, The Party, April 2014
- Miller High Life highlights the modest man
-
- Figure 16: Miller High Life, Central Park, April 2014
- Southern Comfort gets comfortable
-
- Figure 17: Southern Comfort, Shampoo – Whatever’s Comfortable, June 2013
- Theme: Drinking as a relaxed activity for women
- Malibu offers women the perfect match
-
- Figure 18: Malibu, Just like the movies, September 2013
- Figure 19: Malibu, The Setup, September 2013
- Skinnygirl brings women together
-
- Figure 20: Skinnygirl, Savor Like A Lady, April 2013
- Figure 21: Skinnygirl, Lighten Up Like A Lady, April 2013
- Women take over Mezcal El Silencio
-
- Figure 22: Mezcal El Silencio, Guy’s Night Gone Wrong, April 2014
- Theme: Cocktail Tutorials
- Jim Beam
-
- Figure 23: Jim Beam, Honey, Tea and Lemonade Recipe, July 2013
- Grey Goose Vodka
-
- Figure 24: Grey Goose Vodka, Caipiroska: GREY GOOSE Vodka Cocktail, October 2013
- Maker’s Mark
-
- Figure 25: Maker’s Mark, How to Make a Maker's Mark® Mint Julep, April 2014
- Hendrick’s Gin prints a recipe ad
-
- Figure 26: Hendrink’s Gin print ad, February 2014
Cross-Usage of Alcoholic Beverage Types
-
- Key points
- Beer
-
- Figure 27: Alcoholic beverage purchases, by usage of beer – any consumption, February 2014
- Wine
-
- Figure 28: Alcoholic beverage purchases, by usage of wine– any consumption, February 2014
- Spirits
-
- Figure 29: Alcoholic beverage purchases, by usage of spirits – any consumption, February 2014
- RTD premade flavored alcoholic beverages
-
- Figure 30: Alcoholic beverage purchases, by usage of alcoholic beverages – any consumption, February 2014
Demographic Usage of Alcoholic Beverages
-
- Key points
- Millennials lead in alcoholic beverage consumption, versatility
-
- Figure 31: Alcoholic beverage purchases, by generations – any consumption, February 2014
-
- Figure 32: Alcoholic beverage purchases, by gender and age – any consumption, February 2014
- Greater household income allows for greater consumption, versatility
-
- Figure 33: Alcoholic beverage purchases, by household income – any consumption, February 2014
- Presence of children drives increased alcoholic beverage consumption
-
- Figure 34: Alcoholic beverage purchases, by presence of children in household – any consumption, February 2014
- Hispanics most versatile in alcoholic beverage consumption
-
- Figure 35: Alcoholic beverage purchases, by race/ethnicity origin – any consumption, February 2014
Drinking Frequency – Weekly Consumption
-
- Key points
- Beer
-
- Figure 36: Alcoholic beverage purchases – Beer, by gender and age, February 2014
-
- Figure 37: Alcoholic beverage purchases – Beer, by race/ethnicity origin, February 2014
- Wine
-
- Figure 38: Alcoholic beverage purchases – Wine, by gender and age, February 2014
- Figure 39: Alcoholic beverage purchases – Wine, by race/ethnicity origin, February 2014
- Spirits
-
- Figure 40: Alcoholic beverage purchases – Spirits, by gender and age, February 2014
- Figure 41: Alcoholic beverage purchases – Spirits, by race/ethnicity origin, February 2014
- RTD premade flavored alcoholic beverages
-
- Figure 42: Alcoholic beverage purchases – RTD premade flavored alcoholic beverages, by gender and age, February 2014
- Figure 43: Alcoholic beverage purchases – Ready-to drink premade flavored alcoholic beverages, by race/ethnicity origin, February 2014
Attitudes and Behaviors toward Alcoholic Beverage Purchases at Retail
-
- Key points
- Younger consumers open to new drinks, older consumers prefer to stick with their favorites
-
- Figure 44: Attitudes and behaviors toward alcoholic beverage purchases at retail, by generations, February 2014
- Income
-
- Figure 45: Attitudes and behaviors toward alcoholic beverage purchases at retail, by household income, February 2014
Occasions for Alcoholic Beverage Consumption – Weekday/Weekend
-
- Key points
- Beer, wine sees high weekday consumption
-
- Figure 46: Occasions for alcoholic beverage consumption, February 2014
- Beer
-
- Figure 47: Occasions for beer consumption, by gender and age, February 2014
- Wine
-
- Figure 48: Occasions for wine consumption, by gender and age, February 2014
- Spirits
-
- Figure 49: Occasions for spirits consumption, by gender and age, February 2014
- RTD premade flavored alcoholic beverages
-
- Figure 50: Occasions for RTD premade flavored alcoholic beverages consumption, by gender and age, February 2014
Occasions for Alcoholic Beverage Consumption – Time of Day
-
- Key points
- Night most popular time of day for alcoholic beverage consumption
-
- Figure 51: Occasions for alcoholic beverage consumption, February 2014
Occasions for Alcoholic Beverage Consumption – Meal Occasion
-
- Key points
- Beer, wine top drinks to have with a meal
-
- Figure 52: Occasions for alcoholic beverage consumption, February 2014
- Beer
-
- Figure 53: Occasions for beer consumption, by gender and age, February 2014
- Wine
-
- Figure 54: Occasions for wine consumption, by gender and age, February 2014
- Spirits
-
- Figure 55: Occasions for spirits consumption, by gender and age, February 2014
- RTD premade flavored alcoholic beverages
-
- Figure 56: Occasions for RTD premade flavored alcoholic beverages consumption, by gender and age, February 2014
Occasions for Alcoholic Beverage Consumption – Presence of Others
-
- Key points
- Social drinking preferred over solo drinking; beer, wine most likely to be consumed alone
-
- Figure 57: Occasions for alcoholic beverage consumption, February 2014
- Beer
-
- Figure 58: Occasions for beer consumption, by gender and age, February 2014
- Wine
-
- Figure 59: Occasions for wine consumption, by gender and age, February 2014
- Spirits
-
- Figure 60: Occasions for spirits consumption, by gender and age, February 2014
- RTD premade flavored alcoholic beverages
-
- Figure 61: Occasions for RTD premade flavored alcoholic beverages consumption, by gender and age, February 2014
At-Home Drinking – Social Gatherings
-
- Key points
- Younger consumers drinking at-home socially
-
- Figure 62: Reasons for consumption at home/at someone else’s home, by gender and age, February 2014
- By drink, at-home consumption as popular as someone else’s
-
- Figure 63: Alcoholic beverage consumption locations, by beverage, February 2014
- Beer
-
- Figure 64: Alcoholic beverage consumption locations – Beer, by beverage, by gender and age, February 2014
- Wine
-
- Figure 65: Alcoholic beverage consumption locations – Wine, by beverage, by gender and age, February 2014
- Spirits
-
- Figure 66: Alcoholic beverage consumption locations – Spirits, by beverage, by gender and age, February 2014
- RTD premade flavored alcoholic beverage
-
- Figure 67: Alcoholic beverage consumption locations – RTD premade flavored alcoholic beverage, by beverage, by gender and age, February 2014
At-Home Drinking Locations – At-Home or Someone Else’s Home
-
- Key points
- Young consumers less likely to prefer drinking at-home, someone else’s home
-
- Figure 68: Reasons for consumption at-home/at someone else’s home, by gender and age, February 2014
- Beer, wine most popular alcoholic beverages for the location
-
- Figure 69: Alcoholic beverage consumption locations, by beverage, February 2014
- Beer
-
- Figure 70: Alcoholic beverage consumption locations – Beer, by beverage, by gender and age, February 2014
- Wine
-
- Figure 71: Alcoholic beverage consumption locations – Wine, by beverage, by gender and age, February 2014
- Spirits
-
- Figure 72: Alcoholic beverage consumption locations – Spirits, by beverage, by gender and age, February 2014
- RTD premade flavored alcoholic beverage
-
- Figure 73: Alcoholic beverage consumption locations – RTD premade flavored alcoholic beverage, by beverage, by gender and age, February 2014
At-Home Drinking Locations – Watching a Sports Game
-
- Key points
- At-home more popular than someone else’s home to watch a game
-
- Figure 74: Reasons for consumption at-home/at someone else’s home, by gender and age, February 2014
- Beer wins the game, wine was left behind
-
- Figure 75: Alcoholic beverage consumption locations, by beverage, February 2014
- Beer
-
- Figure 76: Alcoholic beverage consumption locations – Beer, by beverage, by gender and age, February 2014
- Wine
-
- Figure 77: Alcoholic beverage consumption locations – Wine, by beverage, by gender and age, February 2014
- Spirits
-
- Figure 78: Alcoholic beverage consumption locations – Spirits, by beverage, by gender and age, February 2014
- RTD premade flavored alcoholic beverage
-
- Figure 79: Alcoholic beverage consumption locations – RTD premade flavored alcoholic beverage, by beverage, by gender and age, February 2014
Away from Home Drinking Locations – at a Restaurant
-
- Key points
- On-premise alcoholic beverage drinking occasions
- Consumption with a meal more popular overall with consumers
-
- Figure 80: Locations consumed away from home, by gender and age, February 2014
- Wine most popular at restaurant, shots least
-
- Figure 81: Alcoholic beverage consumption locations, by beverage, February 2014
- Beer
-
- Figure 82: Alcoholic beverage consumption locations – Beer, by beverage, by gender and age, February 2014
- Wine
-
- Figure 83: Alcoholic beverage consumption locations – Wine, by beverage, by gender and age, February 2014
- Spirits
-
- Figure 84: Alcoholic beverage consumption locations – Spirits, by beverage, by gender and age, February 2014
- RTD premade flavored alcoholic beverages
-
- Figure 85: Alcoholic beverage consumption locations – RTD premade flavored alcoholic beverage, by beverage, by gender and age, February 2014
Away from Home Drinking Locations – Entertainment Venues
-
- Key points
- On-premise alcoholic beverage drinking occasions
- Young adult consumers top users at entertainment venues
-
- Figure 86: Locations consumed away from home, by gender and age, February 2014
- RTD most popular, wine least
-
- Figure 87: Alcoholic beverage consumption locations, by beverage, February 2014
- Beer
-
- Figure 88: Alcoholic beverage consumption locations – Beer, by beverage, by gender and age, February 2014
- Wine
-
- Figure 89: Alcoholic beverage consumption locations – Wine, by beverage, by gender and age, February 2014
- Spirits
-
- Figure 90: Alcoholic beverage consumption locations – Spirits, by beverage, by gender and age, February 2014
- RTD premade flavored alcoholic beverages
-
- Figure 91: Alcoholic beverage consumption locations – RTD premade flavored alcoholic beverage, by beverage, by gender and age, February 2014
Away from Home Drinking Locations – Pubs, Bars, and Lounges
-
- Key points
- On-premise alcoholic beverage drinking occasions
- Pubs and breweries most popular drinking location versus bars, lounges
-
- Figure 92: Locations consumed away from home, by gender and age, February 2014
- Beer most popular at bars, pubs, lounges; wine the least
-
- Figure 93: Alcoholic beverage consumption locations, by beverage, February 2014
- Beer
-
- Figure 94: Alcoholic beverage consumption locations – Beer, by beverage, by gender and age, February 2014
- Wine
-
- Figure 95: Alcoholic beverage consumption locations – Wine, by beverage, by gender and age, February 2014
- Spirits
-
- Figure 96: Alcoholic beverage consumption locations – Spirits, by beverage, by gender and age, February 2014
- RTD premade flavored alcoholic beverage
-
- Figure 97: Alcoholic beverage consumption locations – RTD premade flavored alcoholic beverage, by beverage, by gender and age, February 2014
Attitudes toward Drinking Alcoholic Beverages
-
- Key points
- Millennials experiment, while older consumers stick to what they like
-
- Figure 98: Attitudes toward drinking alcoholic beverages, by generations, February 2014
-
- Figure 99: Attitudes toward drinking alcoholic beverages, by gender and age, February 2014
- Multicultural respondents less likely than white to prefer drinking at-home
-
- Figure 100: Attitudes toward drinking alcoholic beverages, by race/ethnicity origin, February 2014
Appendix – Other Useful Consumer Tables
-
- Alcoholic beverage purchases
-
- Figure 101: Alcoholic beverage purchases, February 2014
-
- Figure 102: Alcoholic beverage purchases, by attitudes and behaviors toward alcoholic beverage purchases at retail, February 2014
-
- Figure 103: Alcoholic beverage purchases, by attitudes and behaviors toward alcoholic beverage purchases at retail, February 2014
-
- Figure 104: Alcoholic beverage purchases, by attitudes toward drinking alcoholic beverages, February 2014
-
- Figure 105: Alcoholic beverage purchases, by attitudes toward drinking alcoholic beverages, February 2014
-
- Figure 106: Alcoholic beverage purchases – Beer, by gender and age, February 2014
-
- Figure 107: Alcoholic beverage purchases – Beer, by race/ethnicity origin, February 2014
-
- Figure 108: Alcoholic beverage purchases – Wine, by gender and age, February 2014
-
- Figure 109: Alcoholic beverage purchases – Wine, by race/ethnicity origin, February 2014
-
- Figure 110: Alcoholic beverage purchases – Spirits, by gender and age, February 2014
-
- Figure 111: Alcoholic beverage purchases – Spirits, by race/ethnicity origin, February 2014
-
- Figure 112: Alcoholic beverage purchases – RTD premade flavored alcoholic beverages, by gender and age, February 2014
-
- Figure 113: Alcoholic beverage purchases – Ready-to drink premade flavored alcoholic beverages, by race/ethnicity origin, February 2014
- Attitudes and behaviors toward alcoholic beverage purchases at retail
-
- Figure 114: Attitudes and behaviors toward alcoholic beverage purchases at retail, by gender and age, February 2014
-
- Figure 115: Attitudes and behaviors toward alcoholic beverage purchases at retail, by generations, February 2014
-
- Figure 116: Attitudes and behaviors toward alcoholic beverage purchases at retail, by household income, February 2014
- Occasions for alcoholic beverage consumption
-
- Figure 117: Occasions for alcoholic beverage consumption, February 2014
-
- Figure 118: Occasions for beer consumption, by generations, February 2014
-
- Figure 119: Occasions for beer consumption, by race/ethnicity origin, February 2014
-
- Figure 120: Occasions for spirits consumption, by generations, February 2014
-
- Figure 121: Occasions for spirits consumption, by race/ethnicity origin, February 2014
-
- Figure 122: Occasions for mixed drinks/cocktails consumption, by generations, February 2014
-
- Figure 123: Occasions for mixed drinks/cocktails consumption, by race/ethnicity origin, February 2014
-
- Figure 124: Occasions for shots consumption, by generations, February 2014
-
- Figure 125: Occasions for shots consumption, by race/ethnicity origin, February 2014
-
- Figure 126: Occasions for RTD premade flavored alcoholic beverages consumption, by generations, February 2014
-
- Figure 127: Occasions for beer consumption, by gender and age, February 2014
-
- Figure 128: Occasions for wine consumption, by gender and age, February 2014
-
- Figure 129: Occasions for spirits consumption, by gender and age, February 2014
-
- Figure 130: Occasions for mixed drinks/cocktails consumption, by gender and age, February 2014
-
- Figure 131: Occasions for shots consumption, by gender and age, February 2014
-
- Figure 132: Occasions for RTD premade flavored alcoholic beverages consumption, by gender and age, February 2014
- Reasons for consumption at-home/at someone else's home
-
- Figure 133: Reasons for consumption at-home/at someone else’s home, by household income, February 2014
-
- Figure 134: Reasons for consumption at-home/at someone elses home, by presence of children in household, February 2014
-
- Figure 135: Reasons for consumption at-home/at someone elses home, by generations, February 2014
-
- Figure 136: Reasons for consumption at-home/at someone elses home, by race/ethnicity origin, February 2014
-
- Figure 137: Attitudes toward drinking alcoholic beverages, by household income, February 2014
- Locations consumed away from home
-
- Figure 138: Locations consumed away from home, by household income, February 2014
-
- Figure 139: Locations consumed away from home, by presence of children in household, February 2014
-
- Figure 140: Locations consumed away from home, by generations, February 2014
- Attitudes toward drinking alcoholic beverages
-
- Figure 141: Locations consumed away from home, by race/ethnicity origin, February 2014
- Reasons for not consuming alcoholic beverages
-
- Figure 142: Reasons for not consuming alcoholic beverages, by household income, February 2014
-
- Figure 143: Reasons for not consuming alcoholic beverages, by presence of children in household, February 2014
-
- Figure 144: Reasons for not consuming alcoholic beverages, by generations, February 2014
-
- Figure 145: Reasons for not consuming alcoholic beverages, by gender and age, February 2014
-
- Figure 146: Reasons for not consuming alcoholic beverages, by race/ethnicity origin, February 2014
Appendix – Trade Associations
Back to top