发布时间：2008.6

摘要

Countries covered: United States

Consumers are drinking less alcohol in bars and restaurants as they look for ways to cut back on spending amid recessionary pressures and adoption of healthier lifestyles. When they do drink, however, they dare drink better, perhaps as a way to somehow make up for having to pass on other enjoyments in life.

Our research reveals that there are significant opportunities for bars and restaurants to "lead patrons to the trough" by providing them with alternatives such as cocktails made from premium spirits with trendy flavoring and functionality enhancements, and craft brewed beer and wines that have shed the "stuffy" image.

To clarify these opportunities, this report includes extensive consumer analysis as well as sales data that reveal:

• Four types of drinkers and their drinking habits and preferences defined
• What is keeping customers from drinking and how to get them more engaged
• What consumers are drinking at bars and restaurants, and how much they are spending
• Who the primary demographics are and what appeals to them the most
• Insights on how to lure in the best drinkers and get them to try new products

目录及图表

Scope and Themes What you need to know

Definition

Data sources

Consumer survey data

Abbreviations and terms

Abbreviations

Terms

Executive Summary

The drinkers

Spending on alcohol away from home is declining

Hope for the premium market

Shifting preferences

Key demographics

Product trends

The future

Market Size and Spending Patterns

Key points

Total on-premise sales of alcoholic drinks at drinking and eating places

Figure 4: Total on-premise sales of alcoholic drinks at drinking and eating places, 2001-12

Total on-premise sales of alcoholic drinks at drinking places

Figure 5: Total on-premise sales of alcoholic drinks at drinking places, 2001-12

Total on-premise sales of alcoholic drinks at eating places

Figure 6: Total on-premise sales of alcoholic drinks at eating places, 2001-12

Figure 7: Amount spent per week on alcoholic beverages at a bar or restaurant, by gender, April 2008

Segmentation

Key points

Figure 8: Self-assessment of drinking habits, April 2008

Self-assessment of type of drinker

Figure 9: Self-assessment of drinking habits, by topline and age, April 2008

Figure 10: Self-assessment of drinking habits, by topline and household income, April 2008

Top picks: Beer, wine and spirits, by types of drinker

Types of alcohol consumed in bars

Figure 11: Types of alcohol consumed in bars, by type of drinker, April 2008

Types of alcohol consumed in restaurants

Figure 12: Types of alcohol consumed in restaurants, by type of drinker, April 2008

Distilled spirits

Figure 13: Distilled spirit picks, by type of drinker, April 2008

Wine

Figure 14: Wine picks, by type of drinker, April 2008

Beer

Figure 15: Beer picks, by type of drinker, April 2008

How drink choices are made

Figure 16: How drink choices are made, by type of drinker, April 2008

Amount spent on alcoholic beverages

Figure 17: Amount spent per week on alcoholic beverages at a bar or restaurant, by type of drinker, April 2008

Increases/decreases in alcohol consumption

Figure 18: Increases/decreases in alcohol consumption, by type of drinker, April 2008

Attitudes about drinking

Figure 19: Attitudes about drinking, by type of drinker, April 2008

Decision Making Drivers

Key points

People drinking less

Figure 20: Increases/decreases in alcohol consumption, by age, April 2008

Figure 21: Increases/decreases in alcohol consumption, by household income, April 2008

But drinking better

Figure 22: Total U.S. volume sales of craft beer, 2004-07

Figure 23: Frequency of drinking microbrewed beer, by age, 2005 and 2007

Health concerns

Figure 24: Percentage of population who are overweight or obese, 20-74 years of age, 1988-2004

Figure 25: Attitudes about drinking, by age, April 2008

The impacts of recessionary pressures

Restaurant and bar trips on the decline

Figure 26: Spending at restaurants compared to last year, January 2008

Figure 27: Ways consumers have cut down on restaurant spending, January 2008

Rising cost of raw materials

Smoking bans

Stepped up DUI/DWI enforcement

Who Drinks What and Where

Key points

Introduction

Figure 28: Trends in preferred drinks, among those aged 21-29, 1992-2005

Figure 29: Total on premise dollar sales and market share for beer, distilled spirits and wine, 2001-07

Types of alcohol consumed in bars and restaurants

Figure 30: Types of alcohol consumed in bars and restaurants, by frequency, April 2008

Top picks: Beer, wine and spirits

Beer

Figure 31: Top beer choices, by gender, April 2008

Spirits

Figure 32: Top spirit choices, by gender, April 2008

Wine

Figure 33: Top wine choices, by gender, April 2008

Alcohol consumed in bars

Figure 34: Total on premise dollar sales and market share for beer, distilled spirits and wine, 2001-07

Alcohol consumed in restaurants

Figure 35: Total on premise dollar sales and market share for beer, distilled spirits and wine, 2001-07

How drink choices are made

Figure 36: How drink choices are made, by gender, April 2008

Attitudes about drinking

Figure 37: Attitudes about drinking, by gender, April 2008

Key Demographics

Key points

Age

Figure 38: U.S. population of adults aged 21 and over, 2002-12

Figure 39: Percentage of each age group who had 5 or more drinks in a day at least once in the past year, January-September 2007

Figure 40: Self-assessment of drinking habits, by topline and age, April 2008

Figure 41: Amount spent per week on alcoholic beverages at a bar or restaurant, by age, April 2008

Figure 42: Top beer choices, by age, April 2008

Figure 43: Top distilled spirit choices, by age, April 2008

Figure 44: Top wine choices, by age, April 2008

Alcohol consumed in bars

Figure 45: Alcohol consumption in bars, by age, April 2008

Alcohol consumed in restaurants

Figure 46: Alcohol consumption in restaurants, by age, April 2008

Attitudes about drinking

Figure 47: Attitudes about drinking, by age, April 2008

Race and ethnicity

Figure 48: Population by race and Hispanic origin, 2002-12

Figure 49: Incidence and frequency of drinking regular domestic beer, light beer, and imported beer among Hispanics, 2003 and 2007

Figure 50: Alcohol consumed in bars, by race/Hispanic origin, April 2008

Figure 51: Alcohol consumed in restaurants, by race/Hispanic origin, April 2008

Figure 52: Top distilled spirit choices, by race/Hispanic origin, April 2008

Figure 53: Top wine choices, by race/Hispanic origin, April 2008

Figure 54: Top beer choices, by age, April 2008

Attitudes about drinking

Figure 55: Attitudes about drinking, by age, April 2008

How drink choices are made

Figure 56: How drink choices are made, by gender, April 2008

Innovation and Innovators

Key points

Innovations

Beer

Figure 57: New beer product introduction, 2007-08

Figure 58: Beer introduction innovations, 2007-08

Cider and malt beverages

Figure 59: Beer introduction innovations, 2007-08

Spirits

Figure 60: Spirits introduction innovations, 2007-08

Wine

Figure 61: Wine introduction innovations, 2007-08

Innovators

Houlihan’s

Houlihan’s Menu

Beer

Cocktails

Wine

Red Red Wine

White Vino

Brixx Pizza

Beers

Wine

Evans Street Station

Beer

Cocktails

Coffee drinks

Appendix: Other Useful Consumer Tables

Figure 81: Amount spent per week on alcoholic beverages at a bar or restaurant, by household income, April 2008

Figure 82: Top wine choices, by household income, April 2008

Figure 83: Beer consumption in bars, by gender, April 2008

Figure 84: Beer consumption in bars, by household income, April 2008

Figure 85: Wine consumption in bars, by gender, April 2008

Figure 86: Wine consumption in bars, by household income, April 2008

Figure 87: Liquor/Distilled spirits consumption in bars, by gender, April 2008

Figure 88: Liquor/Distilled spirits consumption in bars, by household income, April 2008

Figure 89: Beer consumption in restaurants, by gender, April 2008

Figure 90: Beer consumption in restaurants, by household income, April 2008

Figure 91: Beer consumption in restaurants, by region, April 2008

Figure 92: Wine consumption in restaurants, by gender, April 2008

Figure 93: Wine consumption in restaurants, by household income, April 2008

Figure 94: Wine consumption in restaurants, by region, April 2008

Figure 95: How drink choices are made, by age, April 2008

Figure 96: Attitudes about drinking, by household income, April 2008

Hispanic/Not Hispanic and age

Figure 97: Types of alcohol consumed at bars and restaurants, by Hispanic/not Hispanic and age, April 2008

Figure 98: How drink choices are made, by Hispanic/not Hispanic and age, April 2008

Figure 99: Attitudes about drinking, by Hispanic/not Hispanic and age, April 2008

Figure 100: Increases/decreases in alcohol consumption, by male and age, April 2008

Figure 101: Amount spent per week on alcoholic beverages at a bar or restaurant, Hispanic/not Hispanic and age, April 2008

Figure 102: Distilled spirits consumed most often at bars and restaurants, by Hispanic/not Hispanic and age, April 2008

Figure 103: Wine consumed most often at bars and restaurants, by Hispanic/not Hispanic and age, April 2008

Figure 104: Beer consumed most often at bars and restaurants, by Hispanic/not Hispanic and age, April 2008

Appendix: Trade Associations