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Alcoholic Beverage Drinking Occasions - US - May 2014

Published By :

Mintel

Published Date : May 2014

Category :

Alcoholic Beverages

No. of Pages : 175 Pages

Alcoholic beverage consumers, particularly Millennials, are constantly looking for innovative offerings to improve on their drinking occasion experiences. However, consumers’ diverse drinking preferences are challenging brands to keep their consumers coming back. Category crossover innovation and at-home beverage recreation can help integrate brands in multiple locations and new occasions.
Table of Content

Scope and Themes

What you need to know
Data sources
Consumer survey data
Generations

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

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