Table of Contents
Executive Summary
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- The issues
- Two thirds of alcohol buyers pay attention to packaging
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- Figure 1: Statements related to alcoholic beverage packaging – Attention – Agree, October 2016
- Good taste, high quality lead as alcohol purchase factors
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- Figure 2: Purchase factors, October 2016
- Six in 10 alcohol buyers want to see nutritional information
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- Figure 3: Statements related to alcoholic beverage packaging – Nutritional information – Agree, October 2016
- The opportunities
- Glass containers lead as an indicator of quality
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- Figure 4: Indicators of quality, October 2016
- Clean label, brand play a strong role in the perception of quality
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- Figure 5: Indicators of quality – Label, October 2016
- Four in 10 alcohol buyers purchase single-serving formats
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- Figure 6: Statements related to alcoholic beverage packaging – Format – Agree, October 2016
- What it means
The Market – What You Need to Know
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- 61% of US adults aged 22+ purchase alcohol for off-premise consumption
- Alcohol launch activity points to strong innovation
- Four in 10 alcohol buyers purchase single-serving formats
Market Factors
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- 61% of US adults aged 22+ purchase alcohol at retail
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- Figure 7: Alcoholic beverage purchase, October 2016
- The majority of drinkers do so for relaxation
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- Figure 8: Motivations for drinking alcoholic beverages, October 2015
- The majority of alcohol categories post sales growth
- Alcohol launch activity points to strong innovation
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- Figure 9: Share of alcoholic beverage launches, by launch type, 2012-16*
- Close to half of off-premise alcohol buyers do so at supermarkets
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- Figure 10: Purchase location, October 2016
Key Players – What You Need to Know
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- Bottles dominate alcohol launches
- Environmentally friendly packaging claims rise across categories
- Glass loses share to other material types
- Caps lead closure types, but lose slight share
What’s Working?
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- Bottles dominate alcoholic beverage launches
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- Figure 11: Beer launches, by leading pack type, 2012-16*
- Figure 12: Wine launches, by leading pack type, 2012-16*
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- Figure 13: Spirits launches, by leading pack type, 2012-16*
- Figure 14: RTD alcoholic beverage launches, by leading pack type, 2012-16*
- Environmentally friendly packaging claims up across alcohol categories
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- Figure 15: Beer launches, by leading claims, 2012-16*
- Figure 16: Wine launches, by leading claims, 2012-16*
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- Figure 17: Spirits launches, by leading claims, 2012-16*
- Figure 18: RTD alcoholic beverage launches, by leading claims, 2012-16*
What’s Struggling?
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- Glass loses share to other material types
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- Figure 19: Beer launches, by leading pack material, 2012-16*
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- Figure 20: Wine launches, by leading pack material, 2012-16*
- Figure 21: Spirits launches, by leading pack material, 2012-16*
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- Figure 22: RTD alcoholic beverage launches, by leading pack material, 2012-16*
- Caps lead closure types, but lose slight share
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- Figure 23: Beer launches, by leading closure type, 2012-16*
- Figure 24: Wine launches, by leading closure type, 2012-16*
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- Figure 25: Spirits launches, by leading closure type, 2012-16*
- Figure 26: RTD alcoholic beverage launches, by leading closure type, 2012-16*
What’s Next?
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- Smaller formats may drive purchase
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- Figure 27: Statements related to alcoholic beverage packaging – Format – Agree, October 2016
- Single-serve is of particular interest to younger shoppers
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- Figure 28: Statements related to alcoholic beverage packaging – Format – Agree, by generation, October 2016
- Getting specific about what’s inside
- Craft focus boosts perception of quality
The Consumer – What You Need to Know
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- Good taste, high quality lead as alcohol purchase factors
- Two thirds of alcohol buyers pay attention to packaging
- More than half of alcohol buyers have shared their packaging opinions
- Glass containers lead as an indicator of quality
- Brand plays a strong role in the perception of quality
Purchase Factors
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- Good taste, high quality lead as alcohol purchase factors
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- Figure 29: Purchase factors, October 2016
- Six in 10 alcohol buyers purchase alcohol in high-quality packaging
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- Figure 30: Statements related to alcoholic beverage packaging – Quality – Agree, October 2016
- Men are more likely than women to be drawn to high quality
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- Figure 31: Purchase factors, by gender, October 2016
- Younger shoppers prioritize elements other than taste
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- Figure 32: Purchase factors, by generation, October 2016
- Millennials are most likely to spend more for attractive packaging
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- Figure 33: Statements related to alcoholic beverage packaging – Quality – Agree, by generation, October 2016
- Quality is more important to higher income earners
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- Figure 34: Purchase factors, by HH income, October 2016
Beverage Packaging Awareness
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- Two thirds of alcohol buyers pay attention to packaging
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- Figure 35: Statements related to alcoholic beverage packaging – Attention – Agree, October 2016
- Women are more package aware
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- Figure 36: Statements related to alcoholic beverage packaging – Attention – Agree, by gender, October 2016
- Younger shoppers pay closer attention to packaging design/format
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- Figure 37: Statements related to alcoholic beverage packaging – Attention – Agree, by generation, October 2016
- More than half of consumers spread the word
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- Figure 38: Statements related to alcoholic beverage packaging – Opinion – Agree, October 2016
- Millennials are most likely to share their opinions about alcohol packaging
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- Figure 39: Statements related to alcoholic beverage packaging – Opinion – Agree, by generation, October 2016
Indicators of Quality
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- General
- Glass containers lead as an indicator of quality
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- Figure 40: Indicators of quality, October 2016
- A quarter of younger shoppers say chilled implies quality
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- Figure 41: Indicators of quality, by gender, October 2016
- Label
- Clean label, brand play a strong role in perception of quality
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- Figure 42: Indicators of quality – Label, October 2016
- Ingredients are particularly important to women
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- Figure 43: Indicators of quality – Label – Any rank, by gender, October 2016
- Brand story communicates quality to Millennials
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- Figure 44: Indicators of quality – Label – Any rank, by generation, October 2016
Identifying Quality
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- Pair 1 – Beer: glass helps Coors appear more premium than craft
- Pair 2 – Wine: glass bottles communicate quality in wine
- Pair 3 – Spirits: bottle shape can communicate quality
Statements Related to Alcoholic Beverage Packaging
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- Nutritional information
- Six in 10 alcohol buyers want to see nutritional information
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- Figure 45: Statements related to alcoholic beverage packaging – Nutritional information – Agree, October 2016
- Nutritional information is particularly important among younger drinkers
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- Figure 46: Statements related to alcoholic beverage packaging – Nutritional information – Agree, by generation, October 2016
- High-quality/attractive packaging
- High-quality packaging communicates environmental responsibility over health
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- Figure 47: Statements related to alcoholic beverage packaging – What quality communicates – Agree, October 2016
- Feel good purchases
- Health generates stronger positive sentiment than quality
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- Figure 48: Statements related to alcoholic beverage packaging – Feel good – Agree, October 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
Appendix – Market
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- Figure 49: Share of alcoholic beverage launches, by launch type, 2012-16*
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Appendix – Key Players
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- Figure 50: Beer launches, by leading pack type, 2012-16*
- Figure 51: Wine launches, by leading pack type, 2012-16*
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- Figure 52: Spirits launches, by leading pack type, 2012-16*
- Figure 53: RTD alcoholic beverage launches, by leading pack type, 2012-16*
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- Figure 54: Beer launches, by leading claims, 2012-16*
- Figure 55: Wine launches, by leading claims, 2012-16*
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- Figure 56: Spirits launches, by leading claims, 2012-16*
- Figure 57: RTD alcoholic beverage launches, by leading claims, 2012-16*
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- Figure 58: Beer launches, by leading pack material, 2012-16*
- Figure 59: Wine launches, by leading pack material, 2012-16*
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- Figure 60: Spirits launches, by leading pack material, 2012-16*
- Figure 61: RTD alcoholic beverage launches, by leading pack material, 2012-16*
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- Figure 62: Beer launches, by leading closure type, 2012-16*
- Figure 63: Wine launches, by leading closure type, 2012-16*
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- Figure 64: Spirits launches, by leading closure type, 2012-16*
- Figure 65: RTD alcoholic beverage launches, by leading pack material, 2012-16*
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