Alcoholic Beverage Trends at Bars and Restaurants - US - April 2010

SCOPE AND THEMES
What you need to know
Definition
Data sources
Mintel Menu Insights
Consumer survey data
Advertising creative
Sales data
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Restaurant recession continues: patrons drinking less
Men, the rich and the educated are biggest drinkers
Recession driving price promotions, creating opportunity
The trends
Alcohol brands utilize the bar scene in ads
Beer the top choice all around
To get them stray from “the usual,” coax them with guidance and variety
Spending higher at bars and by men and 25-34s
Economy keeps drinking in check
The “local” trumps trendy
Food and lighter drinks will generate interest at bars
INSIGHTS AND OPPORTUNITIES
Pairings aren’t just for wine
Burgers and beer (and wine)
Figure 1: Top ten alcoholic beverage types, by segment, Q4 2009
Patrons “drink in” social networking
Figure 2: Activities related to below-the-line marketing for non-media properties on SNS, by age, November 2009
Lighten up
Figure 3: Attitudes towards alcoholic beverage and health, by gender, January 2010
Figure 4: Rationales for spending less on alcoholic beverages, by gender, January 2010
INSPIRE INSIGHTS
 INSPIRE TREND: CARNIVORE, HERBIVORE…LOCAVORE
What it’s about
Regionalism
Figure 5: Alcoholic beverage decision-making process, at bars and restaurants, January 2010
On the menu
Implications
COMPETITIVE CONTEXT
Staying home to eat and drink
Figure 6: Spending at restaurants compared to last year, November 2008 and October 2009
Figure 7: Alcoholic beverage spending compared to last year, January 2010
Figure 8: Rationales for spending less on alcoholic beverages, January 2010
Figure 9: Top 10 alcoholic beverage types at restaurants, by price, Q4 2007-Q4 2009
MARKET SIZE AND FORECAST
Sales of on-premise alcoholic drinks drop as consumers cut back
Figure 10: Total on-premise sales of alcoholic drinks at bars and restaurants, at current prices, 2004-14
Figure 11: Total on-premise sales of alcoholic drinks at bars and restaurants, at inflation-adjusted prices, 2004-14
The big three take a hit in 2009
Figure 12: Total on-premise sales of beer and ale at bars and restaurants, at current prices, 2004-14
Figure 13: Total on-premise sales of wine at bars and restaurants, at current prices, 2004-14
Figure 14: Total on-premise sales of distilled spirits at bars and restaurants, at current prices, 2004-14
MARKET DRIVERS
Restaurant recession continues
Figure 15: Restaurant Performance Index, current situation, and expectations, January 2009-February 2010
On-premise imbibers have grim financial outlook
Figure 16: Consumer Sentiment Index, by quarter, 2001-10
Figure 17: Unemployment and underemployment rates, January 2007-March 2010
Figure 18: Real personal disposable income, January 2007-February 2010
Who are the drinkers?
Figure 19: Bar and/or nightclub frequency, by gender, age, household income and education, January 2010
RESTAURANT AND BAR ANALYSIS
Dave & Buster’s
Figure 20: Dave & Buster’s top beverage types, 2010
Figure 21: Dave & Buster’s top beverage brands, 2010
Morton’s The Steakhouse
Figure 22: Morton’s top beverage types, 2010
Hotel bars get makeovers
Chicago gets its “drink on”
INNOVATION AND INNOVATORS
Key points
Beer
Figure 23: Top 10 alcoholic beverage types at restaurants, Q4 2007-Q4 2009
Wine
Cocktails
Figure 24: Top 10 cocktails, by incidence, Q4 2007-Q4 2009
Crafty spirits
Figure 25: Top 10 alcohol marketing claims, by incidence, Q4 2007-Q4 2009
Pomegranate tops flavor trend
Figure 26: Top 10 cocktail flavors, by incidence, Q4 2007-Q4 2009
Blurring the line between food and drink
Crossover cocktails
Bringing old “spirits” back to life
Pairings move beyond wine
Price promotions
Figure 27: Top 10 alcoholic beverage types at restaurants, by price, Q4 2007-Q4 2009
BRANDS AND THE ADVERTISING LANDSCAPE
Overview
Brand analysis: Bacardi rum
Figure 28: Top 10 alcoholic brands, by incidence and price, Q4 2009
Figure 29: Brand analysis of Bacardi, 2010
Bacardi television ad
Figure 30: Bacardi television ad, 2009
Brand analysis: Miller—Miller Lite and MGD 64
Figure 31: Brand analysis of Miller Lite, 2010
Miller Lite television ads
Figure 32: Miller Lite television ad, 2009
Figure 33: Miller Lite television ad, 2009
Figure 34: Brand analysis of MGD 64, 2010
MGD 64 television ad
Figure 35: Miller Genuine Draft Light 64 (MGD 64) television ad, 2009
Brand analysis: Stella Artois
Figure 36: Brand analysis of Stella Artois, 2010
Stella Artois television ad
Figure 37: Stella Artois television ad, 2009
Brand analysis: Tanqueray
Figure 38: Brand analysis of Tanqueray, 2010
Tanqueray gin television ad
Figure 39: Tanqueray gin television ad, 2009
ALCOHOLIC BEVERAGE CONSUMPTION: AN OVERVIEW
Key points
Location overview
Figure 40: “All” beverage consumption, by beverage type, at home, bars, and restaurants, January 2010
Consumption at bars
Figure 41: Alcoholic beverage consumption, by beverage type, at bars, by gender, January 2010
Figure 42: Alcoholic beverage consumption, by beverage type, at bars, by age, January 2010
Consumption at restaurants
Figure 43: Alcoholic beverage consumption, by beverage type, at restaurants, by gender, January 2010
Figure 44: Alcoholic beverage consumption, by beverage type, at restaurants, by age, January 2010
Figure 45: Alcoholic beverage consumption, by beverage type, at restaurants, by HH income, January 2010
THE ALCOHOLIC BEVERAGE DECISION-MAKING PROCESS
Key points
Beverage selection overview
Figure 46: Alcoholic beverage decision-making process, at bars and restaurants, January 2010
Drink decisions at bars
Figure 47: Alcoholic beverage decision-making process at bars, by gender, January 2010
Figure 48: Alcoholic beverage decision-making process at bars, by age, January 2010
Drink decisions at restaurants
Figure 49: Alcoholic beverage decision-making process at restaurants, by age, January 2010
AMOUNT SPENT ON ALCOHOLIC BEVERAGES
Key points
More money spent on drinks at bars
Figure 50: Alcoholic beverage spend per week, at bars and restaurants, January 2010
Figure 51: Alcoholic beverage spend per week, at bars and restaurants, January 2010 and December 2008
Spending at bars
Figure 52: Alcoholic beverage spend per week, at bars, by gender, January 2010
Figure 53: Alcoholic beverage spend per week, at bars, by age, January 2010
Figure 54: Alcoholic beverage spend per week, at bars, by HH income, January 2010
Spending at restaurants
Figure 55: Alcoholic beverage spend per week, at restaurants, by gender, January 2010
Figure 56: Alcoholic beverage spend per week, at restaurants, by age, January 2010
ALCOHOLIC BEVERAGE CONSUMPTION COMPARED TO LAST YEAR
Key points
Spending holds steady
Figure 57: Alcoholic beverage consumption compared to last year, by age, January 2010
Figure 58: Alcoholic beverage spending compared to last year, by HH income, January 2010
Budget woes leading deterrent
Figure 59: Rationales for spending less on alcoholic beverages, by gender, January 2010
ATTITUDES TOWARDS ALCOHOLIC DRINKS AND BARS
Key points
Neighborhood bars have the greatest appeal
Figure 60: Attitudes toward alcoholic drinks and bars, by gender, January 2010
Figure 61: Attitudes toward alcoholic drinks and bars, by age, January 2010
ATTITUDES TOWARDS ALCOHOLIC BEVERAGES AND HEALTH
Key points
A need to bridge the health gap
Figure 62: Alcoholic beverage and health, by gender, January 2010
Figure 63: Alcoholic beverage and health, by age, January 2010
ALCOHOLIC BEVERAGE ADVENTUROUSNESS
Key points
“The usual please. Maybe.”
Figure 64: Alcoholic beverage adventurousness, by gender, January 2010
Figure 65: Alcoholic beverage adventurousness, by age, January 2010
CLUSTER ANALYSIS
Low Spending Beer Drinkers
Who they are
Opportunity
Beer Averse, Restaurant Wine Drinkers
Who they are
Opportunity
Big Spenders and Drinkers
Who they are
Opportunity
Characteristic tables
Figure 66: Alcoholic beverage clusters, January 2010
Figure 67: Frequency of visits to bars/nightclubs and restaurants, by alcoholic beverage clusters, January 2010
Figure 68: Alcoholic beverage consumption, at bars/nightclubs, by beverage type and alcoholic beverage clusters, January 2010
Figure 69: Alcoholic beverage consumption, at restaurants, by beverage type and alcoholic beverage clusters, January 2010
Figure 70: Alcoholic beverage decision-making process, at home, bars/nightclubs and restaurants, by alcoholic beverage clusters, January 2010
Figure 71: Alcoholic beverage spend per week, at bars/nightclubs and restaurants, by alcoholic beverage clusters, January 2010
Demographic tables
Figure 72: Alcoholic beverage clusters, by gender, January 2010
Figure 73: Alcoholic beverage clusters, by age, January 2010
Figure 74: Alcoholic beverage clusters, by household income, January 2010
Figure 75: Alcoholic beverage clusters, by race, January 2010
Figure 76: Alcoholic beverage clusters, by Hispanic origin, January 2010
Cluster methodology
CUSTOM CONSUMER TABLES: LIGHT, MEDIUM AND HEAVY USERS
Bar/nightclub
Figure 77: Alcoholic beverage spend per week, at bars, at bars, by usage, January 2010
Figure 78: Alcoholic beverage consumption compared to last year, at bars, by usage, January 2010
Figure 79: Alcoholic beverage and health, at bars, by usage, January 2010
Figure 80: Attitudes toward alcoholic drinks and bars, at bars, by usage, January 2010
Figure 81: Alcoholic beverage adventurousness, at bars, by usage, January 2010
Restaurants
Figure 82: Alcoholic beverage spend per week, at restaurants, by usage, January 2010
Figure 83: Alcoholic beverage consumption compared to last year, at restaurants, by usage, January 2010
Figure 84: Attitudes toward alcoholic drinks and bars, at restaurants, by usage, January 2010
APPENDIX: OTHER USEFUL CONSUMER TABLES
Alcoholic beverage consumption and drink decisions
Figure 85: Alcoholic beverage consumption, by beverage type, at bars, by HH income, January 2010
Drink decisions at bars
Figure 86: Alcoholic beverage decision-making process at bars, by HH income, January 2010
Drink decisions at restaurants
Figure 87: Alcoholic beverage decision-making process at restaurants, by gender, January 2010
Figure 88: Alcoholic beverage decision-making process at restaurants, by HH income, January 2010
Spending at restaurants
Figure 89: Alcoholic beverage spend per week, at restaurants, by HH income, January 2010
Attitudes toward alcoholic drinks
Figure 90: Attitudes toward alcoholic drinks and bars, by HH income, January 2010
Figure 91: Alcoholic beverage and health, by HH income, January 2010
Alcoholic beverage adventurousness
Figure 92: Alcoholic beverage adventurousness, by HH income, January 2010
APPENDIX: TRADE ASSOCIATIONS