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Alcoholic Beverage Drinking Occasions - US - May 2014

“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.”
– Elizabeth Sisel, Beverage Analyst

This report answers the following questions:

  • How can alcoholic beverages keep top-consuming Millennials loyal to brands?
  • What is driving consumers’ alcoholic beverage consumption: time or place?
  • With alcoholic categories forecast to see continued growth, why are some consumers drinking less at occasions?

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Table of contents

  1. 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
                                                                                        • Appendix – Trade Associations

                                                                                          Companies Covered

                                                                                          To learn more about the companies covered in this report please contact us.

                                                                                          Alcoholic Beverage Drinking Occasions - US - May 2014

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