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

The restaurant recession continues, and when patrons do venture out of the house to drink they are drinking less. This has spawned pricing incentives from restaurants and bar operators alike in an effort to get customers in the door. However, while price promotions have been the most frequently used strategy to drive guest traffic, more robust flavors with craft beer and cocktails have sparked interest among consumers. What was old is new again, and historical classics are back in beverages and venues alike.

This report details the latest trends and factors impacting what and where people drink, including:

  • What price promotions are being most implemented and where there is additional opportunity to battle the recession
  • The demographics that are most likely to spend money and what they are most likely to spend it on
  • How food influences alcoholic beverages and vice versa and how to kick it up a notch
  • How brands are emphasized as a part of drink menus and how drink menus and staff guidance can be used to get patrons away from “the usual”
  • Types of drinks that are “must haves” on every drink list and where there are gaps

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Table of contents

  1. 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

                                                                                                                            Companies Covered

                                                                                                                            • American Beverage Licensees
                                                                                                                            • Bacardi U.S.A. Inc.
                                                                                                                            • Brewers’ Association of America (BAA)
                                                                                                                            • Diageo North America
                                                                                                                            • Food and Drug Administration
                                                                                                                            • Greenfield Online
                                                                                                                            • Heineken USA Inc.
                                                                                                                            • Morton's Restaurant Group, Inc.
                                                                                                                            • National Association of Beverage Retailers (NABR)
                                                                                                                            • National Association of Realtors (NAR)
                                                                                                                            • National Beer Wholesalers’ Association (NBWA)
                                                                                                                            • National Restaurant Association (NRA)
                                                                                                                            • Pizza Hut Inc
                                                                                                                            • Red Bull North America, Inc.
                                                                                                                            • Starbucks Corporation
                                                                                                                            • Twitter, Inc.
                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                            • YouTube, Inc.

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

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