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On-premise Alcohol Consumption Trends - US - April 2011

The food and beverage industry struggled through the recession, and on-premise alcohol consumption was especially hard hit, with consumers regarding drinks out on the town as even more of a discretionary spend than food at a restaurant. The economy appears to be picking up and savvy operators have spent the down time ramping up beverage menus with a bevy of intriguing and flavorful options to await the return of drinkers.

Like bears coming out of hibernation, thirsty patrons will need to be lured in with the prospect of finding new and enticing choices on the menu, and will need to be additionally incentivized with special pricing, special events and added extras, such as “mug club” type memberships that foster loyalty and happy hour menus that create interest.

This report details what the hottest trends are behind the bar and how to best bring in the customers that are waiting for them, including:

  • What makes 25-34 year olds so valuable to the industry and what are the most efficient means of targeting them
  • The crossover between the kitchen and the bar, and what flavors are most evident
  • Where there is need for the greatest improvement on menus and what means of implementation will be most effective
  • Examples of how operators are implementing the latest trends successfully
  • Why the most important menu enhancements can be found right out the back door or around the corner
  • How to better promote the beverage menu as its own entity instead of merely as an element of the whole package

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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
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • On-premise sales have taken a hit but are rebounding
                        • Intriguing trends await returning patrons
                          • What’s on the menu
                            • Marketing strategies could use a facelift
                              • An overview of on-premise drinking habits and spending
                                • What patrons are drinking, and would like to drink
                                • Insights and Opportunities

                                  • Key points
                                    • Locavore movement crops up on the bar side
                                      • Culinary moves from kitchen to cocktails
                                        • On-premise targets off-premise
                                          • Promoting the drinks menu with technology
                                            • Social media
                                              • Location based
                                                • Handheld devices
                                                • Inspire Insights

                                                    • Inspire Trend: Life Hacking
                                                        • Figure 1: Alcoholic beverage adventurousness, by age, December 2010
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • Growth but still low totals
                                                          • On-premise alcohol sales and forecast
                                                            • Figure 2: U.S. on-premise alcohol sales, at current prices, 2005-15
                                                            • Figure 3: U.S. on-premise alcohol sales, at inflation-adjusted prices, 2005-15
                                                          • On-premise alcohol sales by channel
                                                            • Figure 4: Sales of alcoholic beverages at bars, restaurants and other venues, by beverage, 2005-10
                                                            • Figure 5: Sales of alcoholic beverages at bars, restaurants and other venues, by channel, 2005-10
                                                          • Fan chart forecast
                                                              • Figure 6: U.S. on-premise alcohol sales fanned forecast, at current prices, 2005-15
                                                          • Market Drivers

                                                            • Key points
                                                              • Economic factors
                                                                  • Figure 7: Adjusted foodservice and drinking place sales, January 2008-February 2011
                                                                  • Figure 8: Unemployment and underemployment rates, January 2007-March 2011
                                                                  • Figure 9: U.S. real disposable personal income growth, January 2007-January 2011
                                                                • Attitudes and behaviors
                                                                  • Figure 10: NRA Performance Indices, January 2009-February 2011
                                                                  • Figure 11: University of Michigan Consumer Sentiment Index, March 2007-March 2011
                                                                • Demographics: Young and spirited
                                                                  • Figure 12: Population, by age, 2006-16
                                                                  • Figure 13: Mean spend on alcoholic beverages at bars and restaurants, by age, December 2010
                                                                  • Figure 14: How social networking sites function for the users, by age, January 2010
                                                              • Competitive Context

                                                                • Drinking at home: cheaper, and now easier to do in style
                                                                • Restaurant and Bar Analysis

                                                                  • CraftWorks Restaurants & Breweries
                                                                    • The major brands
                                                                      • T.G.I. Friday’s
                                                                        • Independents
                                                                          • Bittercreek Ale House (and adjacent Red Feather Lounge), Boise, Idaho: Local and sustainable
                                                                            • Hopcat, Grand Rapids, Mich.: Promoting Michigan’s brewing industry
                                                                              • The Drawing Room, Chicago: The culinary cocktail
                                                                              • Marketing Strategies

                                                                                • Television ads
                                                                                  • Old Chicago Restaurant
                                                                                    • Figure 15: Old Chicago Restaurant television ad, 2010
                                                                                    • Figure 16: Old Chicago Restaurant television ad, 2010
                                                                                  • Smokey Bones Barbeque & Grill
                                                                                    • Figure 17: Smokey Bones Barbeque & Grill television ad, 2010
                                                                                  • Carino’s
                                                                                    • Figure 18: Carino’s television ad, 2010
                                                                                  • P.F. Chang’s
                                                                                    • Figure 19: P.F. Chang’s television ad, 2010
                                                                                  • T.G.I. Friday’s
                                                                                    • Figure 20: T.G.I. Friday's television ad, 2010
                                                                                  • Websites
                                                                                    • T.G.I. Friday’s
                                                                                      • Old Chicago Restaurant
                                                                                        • Social media
                                                                                          • T.G.I. Friday’s, Terre Haute, Ind.
                                                                                            • Old Chicago Restaurant
                                                                                              • Smokey Bones Bar & Fire Grill
                                                                                              • Menu Insights Analysis

                                                                                                • Key points
                                                                                                  • Fine dining surges in new menu additions
                                                                                                      • Figure 21: Alcoholic beverages at restaurant segments, by incidence, Q4 2007-Q4 2010
                                                                                                    • Drink prices increase, driven by quality offerings
                                                                                                      • Figure 22: Alcoholic beverages at restaurant segments, by incidence and price, Q4 2007-Q4 2010
                                                                                                    • Scotch, premium lagers and cocktails taking greater share of the drinks menu
                                                                                                      • Figure 23: Top 10 alcoholic beverages, by incidence, Q4 2007-Q4 2010
                                                                                                    • Wines the priciest option
                                                                                                      • Figure 24: Top 10 alcoholic beverages, by incidence and price, Q4 2007-Q4 2010
                                                                                                    • Bacardi leads in incidence
                                                                                                      • Figure 25: Top 10 alcohol brands, by incidence, Q4 2007-Q4 2010
                                                                                                    • Lime and strawberry the leading flavors, and growing
                                                                                                      • Figure 26: Top 10 cocktail flavors, by incidence, Q4 2007-Q4 2010
                                                                                                  • Alcoholic Beverage Consumption—An Overview

                                                                                                    • Key points
                                                                                                      • On-premise drinking the exception, not the norm; beer the top choice
                                                                                                        • Figure 27: Alcoholic beverage ordering frequency, December 2010
                                                                                                        • Figure 28: Alcoholic beverage ordering frequency, by age, December 2010
                                                                                                        • Figure 29: Alcoholic beverage consumption, by beverage type, at bars and restaurants, December 2010
                                                                                                      • Consumption at bars
                                                                                                        • Figure 30: Alcoholic beverage consumption at bars, by gender, December 2010
                                                                                                        • Figure 31: Alcoholic beverage consumption at bars, by age, December 2010
                                                                                                        • Figure 32: Usual alcoholic beverage consumption at bars, by gender, December 2010
                                                                                                        • Figure 33: Usual alcoholic beverage consumption at bars, by age, December 2010
                                                                                                      • Consumption at restaurants
                                                                                                        • Figure 34: Alcoholic beverage consumption at restaurants, by gender, December. 2010
                                                                                                        • Figure 35: Alcoholic beverage consumption at restaurants, by household income, December. 2010
                                                                                                      • Alcohol most often consumed
                                                                                                        • Figure 36: Usual alcoholic beverage consumption at restaurants, by gender, December 2010
                                                                                                        • Figure 37: Usual alcoholic beverage consumption at restaurants, by household income, December 2010
                                                                                                    • The Alcoholic Beverage Decision-Making Process

                                                                                                      • Key points
                                                                                                        • Drinkers driven most by favorites
                                                                                                          • Figure 38: Alcoholic beverage decision-making process, at bars and restaurants, January 2010
                                                                                                        • Drink decisions at bars
                                                                                                          • Figure 39: Alcoholic beverage decision-making process at bars, by age, January 2010
                                                                                                          • Figure 40: Alcoholic beverage decision-making process at bars, by household income, December 2010
                                                                                                        • Drink decisions at restaurants
                                                                                                          • Figure 41: Alcoholic beverage decision-making process at restaurants, by age, December 2010
                                                                                                          • Figure 42: Alcoholic beverage decision-making process at restaurants, by household income, December 2010
                                                                                                      • Amount Spent on Alcoholic Beverages

                                                                                                        • Key points
                                                                                                          • More spent at bars, yet spending is down
                                                                                                            • Figure 43: Alcoholic beverage spend at bars and restaurants, January 2010 and December 2010
                                                                                                            • Figure 44: Alcoholic beverage spend at bars and restaurants, December 2010
                                                                                                          • Spending at bars
                                                                                                            • Figure 45: Alcoholic beverage spend at bars, by gender, December 2010
                                                                                                            • Figure 46: Alcoholic beverage spend at bars, by age, December 2010
                                                                                                          • Spending at restaurants
                                                                                                            • Figure 47: Alcoholic beverage spend at restaurants, by gender, December 2010
                                                                                                            • Figure 48: Alcoholic beverage spend at restaurants, by age, December 2010
                                                                                                        • Alcoholic Beverage Consumption Compared to Last Year

                                                                                                          • Key points
                                                                                                            • Just half are spending the same as last year
                                                                                                              • Figure 49: Alcoholic beverage ordering compared to last year, by gender, December 2010
                                                                                                              • Figure 50: Alcoholic beverage ordering compared to last year, by household income, December 2010
                                                                                                            • Rationales for spending less
                                                                                                              • Figure 51: Rationales for spending less on alcoholic beverages, by gender, December 2010
                                                                                                          • Attitudes Toward Restaurant and Bar Drink Options

                                                                                                            • Key points
                                                                                                              • Room for improvement on restaurant drinks menus
                                                                                                                • Figure 52: Attitudes toward alcoholic beverage selections at restaurants, December 2010
                                                                                                                • Figure 53: Attitudes toward alcoholic beverage selections at restaurants, by gender, December 2010
                                                                                                                • Figure 54: Attitudes toward alcoholic beverage selections at restaurants, by household income, December 2010
                                                                                                              • Bars fare better, apart from wine
                                                                                                                • Figure 55: Attitudes toward alcoholic beverage selections at bars/nightclubs, December 2010
                                                                                                                • Figure 56: Attitudes toward alcoholic beverage selections at bars/nightclubs, by age, December 2010
                                                                                                                • Figure 57: Attitudes toward alcoholic beverage selections at bars/nightclubs, by household income, December 2010
                                                                                                            • Alcoholic Beverage Preferences and Adventurousness

                                                                                                              • Key points
                                                                                                                • A battle of the “tried and true” and the adventurous palate
                                                                                                                  • Figure 58: Alcoholic beverage adventurousness, December 2010
                                                                                                                  • Figure 59: Alcoholic beverage adventurousness, by gender, December 2010
                                                                                                                  • Figure 60: Alcoholic beverage adventurousness, by age, December 2010
                                                                                                              • Custom Consumer Tables: Light, Medium, and Heavy Users

                                                                                                                  • The 25-34 demographic
                                                                                                                    • Figure 61: Usage frequency, by age, December 2010
                                                                                                                  • Consumption at bars
                                                                                                                    • Figure 62: Alcoholic beverage consumption at bars, by frequency of use, December 2010
                                                                                                                  • Consumption at restaurants
                                                                                                                    • Figure 63: Alcoholic beverage consumption at restaurants, by frequency of use, December. 2010
                                                                                                                  • Alcohol most often consumed
                                                                                                                    • Bar/Nightclub
                                                                                                                      • Figure 64: Usual alcoholic beverage consumption at bars/nightclubs, by frequency of use, December 2010
                                                                                                                    • Restaurants
                                                                                                                      • Figure 65: Usual alcoholic beverage consumption at restaurants, by frequency of use, December 2010
                                                                                                                    • The alcoholic beverage decision-making process
                                                                                                                      • Bar/Nightclub
                                                                                                                        • Figure 66: Alcoholic beverage decision-making process at bar/nightclubs, by frequency of use, December 2010
                                                                                                                      • Restaurants
                                                                                                                        • Figure 67: Alcoholic beverage decision-making process at restaurants, by frequency of use, December 2010
                                                                                                                      • Amount spent on alcoholic beverages
                                                                                                                        • Bar/Nightclub
                                                                                                                          • Figure 68: Alcoholic beverage spend at bars, by frequency of use, December 2010
                                                                                                                        • Restaurant
                                                                                                                          • Figure 69: Alcoholic beverage spend at restaurants, by frequency of use, December 2010
                                                                                                                        • Alcoholic beverage consumption compared to last year
                                                                                                                          • Figure 70: Alcoholic beverage ordering compared to last year, by frequency of use, December 2010
                                                                                                                        • Attitudes toward restaurant and bar drink options
                                                                                                                          • Bar/Nightclub
                                                                                                                            • Figure 71: Attitudes toward alcoholic beverage selections at bars/nightclubs, by frequency of use, December 2010
                                                                                                                          • Restaurant
                                                                                                                            • Figure 72: Attitudes toward alcoholic beverage selections at restaurants, by frequency of use, December 2010
                                                                                                                          • Alcoholic beverage preferences and adventurousness
                                                                                                                            • Figure 73: Alcoholic beverage adventurousness, by frequency of use, December 2010
                                                                                                                        • Appendix—Trade Associations

                                                                                                                          Companies Covered

                                                                                                                          • Absolut Spirits Company (USA)
                                                                                                                          • American Beverage Licensees
                                                                                                                          • Applebee's International Inc.
                                                                                                                          • Bacardi U.S.A. Inc.
                                                                                                                          • Beam Global Spirits & Wine
                                                                                                                          • Beer Institute (The)
                                                                                                                          • Brewers’ Association of America (BAA)
                                                                                                                          • Brinker International Inc.
                                                                                                                          • Bureau of Economic Analysis
                                                                                                                          • Carlson Restaurants Worldwide Inc.
                                                                                                                          • Darden Restaurants Inc.
                                                                                                                          • Denny's Corporation
                                                                                                                          • Distilled Spirits Council of the United States
                                                                                                                          • Duane Reade, Inc
                                                                                                                          • Facebook, Inc.
                                                                                                                          • Legal Sea Foods Inc.
                                                                                                                          • Los Angeles Times
                                                                                                                          • Marriott International, Inc.
                                                                                                                          • McCormick & Schmick's Seafood Restaurants, Inc.
                                                                                                                          • McDonald's U.S.A.
                                                                                                                          • McNeil Consumer Nutritionals UK Ltd
                                                                                                                          • Miller Brewing Company (USA)
                                                                                                                          • National Association of Beverage Retailers (NABR)
                                                                                                                          • National Beer Wholesalers’ Association (NBWA)
                                                                                                                          • National Restaurant Association (NRA)
                                                                                                                          • New Belgium Brewing Company Inc.
                                                                                                                          • P.F. Chang's China Bistro Inc.
                                                                                                                          • Pabst Brewing Company
                                                                                                                          • Pizza Hut Inc
                                                                                                                          • Reuters Group PLC
                                                                                                                          • Ruby Tuesday Inc.
                                                                                                                          • TGI Friday's
                                                                                                                          • The Conference Board
                                                                                                                          • The New York Times Company
                                                                                                                          • Twitter, Inc.
                                                                                                                          • U.S. Bureau of Labor Statistics
                                                                                                                          • U.S. Bureau of the Census
                                                                                                                          • U.S. Department of Agriculture
                                                                                                                          • University of Michigan, The
                                                                                                                          • US Department of Commerce
                                                                                                                          • Wine and Spirits Wholesalers of America

                                                                                                                          On-premise Alcohol Consumption Trends - US - April 2011

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