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On-premise Alcohol Consumption Trends - US - April 2012

Published By :

Mintel

Published Date : Sep 2012

Category :

Alcoholic Beverages

No. of Pages : N/A


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TABLE OF CONTENT

Scope and Themes
What you need to know
Definition
Data sources
Mintel Menu Insights
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms

Executive Summary
There is light at the end of the tunnel
On-premise is looking for new drinks
Restaurant behavior is inconsistent
Menu trends favor certain spirits, flavors, and brands
Purchase behavior tends to be conservative
Attitudes toward alcohol indicate willingness to try new things

Insights and Opportunities
Key points
New and old spirits hit the shelves
Preparation is half the bottle
Big bottles
Carbonated cocktails are airborne
More drinks on tap
Drink flights land profits
Infusion confusion
Skinny drinks make big waves
Toasting the seasons
Authenticity
The good old days
Locavore movement still going strong
Smartphone apps help find, buy, and share drinks
DrinkOwl
Figure 1: DrinkOwl smartphone application, March 2012
Bartab
Figure 2: Bartab smartphone Application, March 2012

Inspire Insights
Trend: Mood to Order
Trend: Sense of the Intense

Market Size and Forecast
Key points
On-premise alcohol sales and forecast
Figure 3: U.S. on-premise alcohol sales, at current prices, 2006-16
Figure 4: U.S. On-premise alcohol sales, at inflation-adjusted prices, 2006-16
On-premise alcohol sales by type and channel
Figure 5: Sales of alcoholic beverages at bars, restaurants, and other venues, by beverage, 2006-11
Figure 6: Share of sales of alcoholic beverages at bars, restaurants, and other venues, by beverage, 2006-11
Figure 7: Sales of alcoholic beverages at bars, restaurants, and other venues, by channel, 2006-11
Figure 8: Channel sales share of alcoholic beverages at bars, restaurants, and other venues, by channel, 2006-11
Fan chart forecast
Figure 9: U.S. on-premise alcohol sales fanned forecast, at current prices, 2006-16

Market Drivers
Key points
Restaurant Performance Index looks hopeful
Figure 10: Restaurant Performance Index, January 2009-January 2012
Foodservice and drinking place sales are recovering
Figure 11: Adjusted foodservice and drinking place sales, January 2008-January 2012
Consumers cautiously optimistic
Figure 12: Consumer sentiment, March 2007-February 2012
Unemployment rate looks promising
Figure 13: Unemployment and underemployment rates, January 2007-January 2012
Underemployment still high
Disposable personal income inches up
Figure 14: Real disposable personal income, January 2007-January 2012
Rising gasoline prices
Increasing food costs
The aging population
Figure 15: Population, by age, 2010

Competitive Context
Drinking at home: still cheaper and easier
Figure 16: Alcoholic beverage spending compared to last year, January 2012
Figure 17: Attitudes toward on-premise alcohol consumption, January 2012

Restaurant and Bar Analysis
Key points
Limited-service restaurants turn 21
Noodles & Company
Full-service restaurants break their curfews
Ruth’s Chris Steak House
Independent bars and restaurants
The Aviary
Breckenridge Brewery

Marketing Strategies
Key points
Television ads
Logan’s Roadhouse
Figure 18: T.G.I. Logan’s Roadhouse television ad, September 2011
Tilted Kilt
Figure 19: Tilted Kilt television ad, August 2011
T.G.I. Friday’s
Figure 20: T.G.I. Friday’s television ad, June 2011
Figure 21: T.G.I. Friday’s television ad, February 2012
Taco Cabana
Figure 22: Taco Cabana television ad, October 2011
Fuddruckers
Figure 23: Fuddruckers television ad, October 2011
Websites
T.G.I. Friday’s
Figure 24: T.G.I Friday’s website, March 2012
Tilted Kilt
Figure 25: Tilted Kilt website, March 2012
Houlihan’s
Figure 26: Houlihan’s website, March 2012
Social media
Taco Cabana
Figure 27: Taco Cabana Facebook page, March 2012
T.G.I. Friday’s
Figure 28: T.G.I. Friday’s YouTube video, March 2012
Tilted Kilt
Figure 29: Tilted Kilt Facebook page, March 2012

Menu Insights Analysis: Restaurant Segment Trends
Key points
Menu selection trends
Figure 30: Alcoholic beverages at restaurant segments, by incidence, Q4 2008-Q4 2011
Drink prices increase, driven by quality offerings
Figure 31: Alcoholic beverages at restaurant segments, by incidence and price, Q4 2008-Q4 2011
Strategies of restaurants with large beverages programs
Figure 32: Top 10 restaurants by alcoholic beverage incidence, Q4 2008-Q4 2011

Menu Insights Analysis: Beverage Trends
Key points
Margaritas and cocktails strong and continuing to grow
Figure 33: Top 10 alcoholic beverages, by incidence, Q4 2008-Q4 2011
Wines are the priciest option
Figure 34: Top 10 alcoholic beverages, by incidence and price, Q4 2008-Q4 2011
Bacardi the leading brand, by incidence
Figure 35: Top 10 alcohol brands, by incidence, Q4 2008-Q4 2011
Lime and strawberry are top flavors, pomegranate and sangria gaining
Figure 36: Top 10 cocktail flavors, by incidence, Q4 2007-Q4 2010
Promotional drink opportunities

On-Premise Alcohol Consumption: An Overview
Infrequent bar usage
Figure 37: Alcoholic beverage ordering frequency at bars/nightclubs, by gender, January 2012
Young age groups are more likely to order alcoholic beverages at bars
Figure 38: Alcoholic beverage ordering frequency at bars/nightclubs, by age, January 2012
Single people frequently order alcoholic beverages at bars/nightclubs
Figure 39: Alcoholic beverage ordering frequency at bars/nightclubs, by marital status, January 2012
Figure 40: Alcoholic beverage ordering frequency at restaurants, by gender, January 2012
Resistance to alcoholic beverages at restaurants emerges after age 65
Figure 41: Alcoholic beverage ordering frequency at restaurants, by age, January 2012
Less affluent are less likely to order alcoholic beverages at restaurants
Figure 42: Alcoholic beverage ordering frequency at restaurants, by household income, January 2012

Beverages Ordered On-Premise
Key points
Beer is most popular at bars/nightclubs
Figure 43: Usual alcoholic beverage consumption at bars/nightclubs, by gender, January 2012
Young age groups are more likely to drink a range of beverages at bars/nightclubs
Figure 44: Usual alcoholic beverage consumption at bars/nightclubs, by age, January 2012
Highly affluent drawn to prestige beverages: wine and sparkling wine
Figure 45: Usual alcoholic beverage consumption at bars/nightclubs, by household income, January 2012
Beer edges out wine in alcoholic beverage consumption at restaurants
Figure 46: Usual alcoholic beverage consumption at restaurants, by gender, January 2012
Young drinkers prefer atypical alcoholic beverages
Figure 47: Usual alcoholic beverage consumption at restaurants, by age, January 2012
Lower-income households are less likely to drink alcoholic beverages at restaurants
Figure 48: Usual alcoholic beverage consumption at restaurants, by household income, January 2012

Cocktail Preferences
Key points
Vodka-based cocktails are most popular; yet, varied preferences exist
Figure 49: Cocktail consumption type at bars/nightclubs or restaurants, by gender, January 2012
Younger age groups drink a variety of cocktail types
Figure 50: Cocktail consumption type at bars/nightclubs or restaurants, by age, January 2012
Blacks prefer drink gin-based cocktails; Hispanics prefer tequila-based drinks
Figure 51: Cocktail consumption type at bars/nightclubs or restaurants, by race/Hispanic origin, January 2012

The Alcoholic Beverage Decision-Making Process
Key points
Alcoholic beverage choice driven by favorites
Figure 52: Alcoholic beverage selection drivers, by segment, January 2012
Drink decisions at bars/nightclubs
Figure 53: Alcoholic beverage selection drivers for bars/nightclubs, by gender, January 2012
Peers influence beverage choice of young drinkers
Figure 54: Alcoholic beverage selection drivers for bars/nightclubs, by age, January 2012
Less affluent choose drinks based on intoxication effects
Figure 55: Alcoholic beverage selection drivers for bars/nightclubs, by household income, January 2012
Drink decisions at restaurants
Figure 56: Alcoholic beverage selection drivers for restaurants, by age, January 2012
Seasonality has more influence over highly affluent respondents’ drink choice
Figure 57: Alcoholic beverage selection drivers for restaurants, by household income, January 2012

Amount Spent on Alcoholic Beverages
Key points
Spending on alcoholic beverages is higher at bars/nightclubs
Figure 58: Alcoholic beverage spend at bars/nightclubs and restaurants, January 2012
Spending at bars
Figure 59: Alcoholic beverage spend at bars/nightclubs, by gender, January 2012
Those who are younger than 45 have above-average spending at bars
Figure 60: Alcoholic beverage spend at bars/nightclubs, by age, January 2012
Lower-middle-income consumers spend most at bars/nightclubs
Figure 61: Alcoholic beverage spend at bars/nightclubs, by household income, January 2012
Respondents living with a partner spend more on alcoholic beverages at bars
Figure 62: Alcoholic beverage spend at bars/nightclubs, by marital status, January 2012
Spending at restaurants
Figure 63: Alcoholic beverage spend at restaurants, by gender, January 2012
Young age groups spend more on alcoholic beverages at restaurants
Figure 64: Chili’s restaurant promotion advertisement, January 2012
Figure 65: Alcoholic beverage spend at restaurants, by age, January 2012
Highly affluent have the highest average spend on restaurant alcoholic beverages
Figure 66: Alcoholic beverage spend at restaurants, by household income, January 2012

Alcohol Consumption Compared to Last Year
Key points
On-premise alcohol consumption hasn’t changed in the last year
Figure 67: Changes in ordering alcohol, January 2012
Those who are younger than 35 are most likely to be ordering more alcoholic beverages this year
Figure 68: Changes in ordering alcohol, by age, January 2012
Lower incomes are restricting their on-premise alcohol consumption this year
Figure 69: Changes in ordering alcohol, by household income, January 2012
Hispanics are more likely to increase on-premise alcohol consumption this year
Figure 70: Changes in ordering alcohol, by race/Hispanic origin, January 2012
Reasons for ordering fewer alcoholic beverages
Figure 71: Reasons for ordering fewer alcoholic beverages, by gender, January 2012
Less affluent are budgeting their money more this year
Figure 72: Reasons for ordering fewer alcoholic beverages, by household income, January 2012

Attitudes Toward On-Premise Alcohol
Key points
More consumers are satisfied with alcohol choices at bars than at restaurants
Figure 73: Attitudes toward alcoholic beverage offerings, by gender, January 2012
Those aged 21-24 are more interested in cocktail innovation
Figure 74: Attitudes toward alcoholic beverage offerings, by age, January 2012
Higher incomes are less likely to order expensive brands of alcohol
Figure 75: Attitudes toward alcoholic beverage offerings, by household income, January 2012
Singles are more likely to drink expensive brands and be interested in specialty cocktails
Figure 76: Attitudes toward alcoholic beverage offerings, by marital status, January 2012

On-Premise Ordering Behaviors
Key points
Familiarity meets adventure
Figure 77: On-premise ordering behavior, by gender, January 2012
Young drinkers are more willing to experiment with new drinks
Figure 78: On-premise ordering behavior, by age, January 2012
Demystifying wine can encourage more usage among singles
Figure 79: On-premise ordering behavior, by marital status, January 2012

Appendix—Trade Associations

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