Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Understanding Drinking Occasions and Unlocking Potential Customers - UK - August 2009

The first part of this report focuses on how drinking behaviour differs considerably depending on the occasion. For example, lager, bitter, stout and cider are seen as drinks for a ‘standard night’ in or out, while spirits and cocktails are seen as almost exclusively for the ‘big’ occasion. Meanwhile, men tend to drink lager when out but switch to wine when they drink at home. Sharing a bottle of wine with a partner, family or friends is an ideal compromise, something that is collective as well as pragmatic, unlike lager, which is not only drunk individually but also is not so appealing to women.

The second part of the report focuses on actionable ways to encourage people to try new drinks. An analysis of potential drinkers shows that cocktails have the most leverage to increase consumption, with almost four in ten adults who do not currently drink them being prepared to consider doing so.

When asked what would influence them to try new drinks, the majority (six in ten) of non-drinkers cite a free sample taste as the single most enticing factor, ahead of a price discount.

The report answers the following questions:

  • How much do people spend depending on the occasion?

  • How do consumer drinking habits change according to different occasions, both in-home and in the on-trade?

  • What is the growth potential of the major alcohol categories and how can this be made actionable for marketers?

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Issues in the Market

      • Definition
        • Abbreviations
        • Future Opportunities

          • Trialing cocktails
            • The Premium Night In
            • Market in Brief

              • The rise of the ‘big night in’
                • Figure 1: Typical spend on alcohol, by drinking occasion, July 2009
              • Fluctuations in what people drink on which occasions
                • Figure 2: Drinking on ‘big nights in’ versus ‘standard nights in’, by drink type, July 2009
              • Standard versus special
                • The importance of ‘shareability’
                  • Some drinks don’t travel well
                    • Some drinks have more potential than others
                      • Figure 3: Types of alcohol not currently drunk, but would consider drinking in future, July 2009
                    • Rather than price-cutting, earn their custom
                      • Figure 4: Factors encouraging consumption of a new alcoholic drink, July 2009
                  • Market Environment

                    • Key points
                      • How consumer changes have affected drinking occasions
                        • Figure 5: Drinking trends of the population, 2005-09
                        • Figure 6: Most popular alcohol drinking occasions in and out of home, 2009
                      • The impact of the recession on drinking occasions
                        • Impact of duty on drinking occasions
                          • Figure 7: Duty increase, by alcohol type, 2003-09
                        • Legislative impact on drinking occasions
                          • Demographic impact on drinking occasions
                            • Figure 8: Structure of the UK 18+ population, by age, 2004-14
                        • Different Types of Drinking Occasion

                          • Key points
                            • How consumers define a ‘standard night out’ relative to a ‘big night out’
                              • How consumers define a ‘standard night in’ relative to a ‘big night in’
                              • How Spend Differs by Drinking Occasion

                                • Key points
                                  • Growth of the premium night in
                                    • Figure 9: Typical spend on alcohol, by drinking occasion, July 2009
                                  • 18-44 and males spend big whatever the occasion
                                    • North/south divides occasions
                                      • Selling to singles
                                        • Figure 10: High spend (£16+) on alcohol on a standard night out, by gender, age and socio-economic group, July 2009
                                        • Figure 11: High spenders (£31+) on alcohol on a big night out, by gender, age and socio-economic group, July 2009
                                        • Figure 12: High spenders (£6+) on alcohol on a standard night in, by gender, age and socio-economic group, July 2009
                                        • Figure 13: High spenders (£21+) on alcohol on a big night in, by gender, age and socio-economic group, July 2009
                                    • How Different Drinks Suit Different Occasions

                                      • Key points
                                        • Different drinks for different occasions
                                          • Figure 14: Type of drink typically consumed, by type of night out, July 2009
                                          • Figure 15: Type of drink typically consumed, by type of night in, July 2009
                                        • Lager is solid but not special
                                          • Figure 16: Consumption of lager, by occasion, July 2009
                                        • Lager missing out on home advantage
                                          • Lager, the loner of alcoholic drinks
                                            • Wine dominates in-home drinking occasions
                                              • Figure 17: Consumption of wine, by occasion, July 2009
                                            • Wine capitalises on its in-home ‘shareability’
                                              • Figure 18: Proportion of wine consumption, by gender, by occasion, July 2009
                                            • Spirits, the ultimate party drink
                                              • Figure 19: Consumption of spirits, by occasion, July 2009
                                            • Spirits can benefit from a closer association with food
                                              • Bitter and stout need to address off-trade barriers to entry
                                                • Figure 20: Consumption of bitter and stout, by occasion, July 2009
                                              • 6 million retired men is nothing to scoff at
                                                • Figure 21: Consumption of bitter and stout, by retired and all drinkers, by occasion, July 2009
                                              • Cider’s standard appeal
                                                • Figure 22: Consumption of cider, by occasion, July 2009
                                              • Women drinkers forgoing cider on big nights
                                                • Figure 23: Consumption of cider, by gender, by occasion, July2009
                                              • Cocktails step up to the big occasion…
                                                • Figure 24: Consumption of cocktails, by occasion, July 2009
                                              • … but how to make them part of the everyday?
                                                • Creating a ‘can-do’ consumer outlook
                                                  • Champagne and sparkling wine are extra special
                                                    • Figure 25: Consumption cocktails, by occasion, July 2009
                                                • Identifying Potential Drinkers by Drink Type

                                                  • Key points
                                                    • Cocktails have the richest potential
                                                      • Figure 26: Consumer attitudes towards trying new drinks, by drink type, July 2009
                                                    • Who are potential lager drinkers?
                                                      • Figure 27: Potential lager drinkers, July 2009
                                                      • Figure 28: Potential lager drinkers, by selected demographics, July 2009
                                                    • Who are potential wine drinkers?
                                                      • Figure 29: Potential wine drinkers, July 2009
                                                      • Figure 30: Potential wine drinkers, by selected demographics, July 2009
                                                    • Who are potential spirits drinkers?
                                                      • Figure 31: Potential spirits drinkers, July 2009
                                                      • Figure 32: Potential spirits drinkers, by selected demographics, July 2009
                                                    • Who are potential bitter and stout drinkers
                                                      • Figure 33: Potential bitter and stout drinkers, July 2009
                                                      • Figure 34: Potential bitter and stout drinkers, by selected demographics, July 2009
                                                    • Who are potential cider drinkers?
                                                      • Figure 35: Potential cider drinkers, July 2009
                                                      • Figure 36: Potential cider drinkers, by selected demographics, July 2009
                                                    • Who are the potential cocktail drinkers
                                                      • Figure 37: Potential cocktail drinkers, July 2009
                                                      • Figure 38: Potential cocktail drinkers, by selected demographics, July 2009
                                                    • Who are potential Champagne and sparkling wine drinkers?
                                                      • Figure 39: Potential Champagne and sparkling wine drinkers, July 2009
                                                      • Figure 40: Potential Champagne and sparkling wine drinkers, by selected demographics, July 2009
                                                  • How to Attract Potential Drinkers

                                                    • Key points
                                                      • Empowering the consumer
                                                        • Figure 41: Motivations for buying a new drink, July 2009
                                                      • Who wants to try?
                                                        • Consumers want to work it out for themselves
                                                          • The way to a man’s heart is through his wallet
                                                            • Age and obstinacy
                                                              • Young, free and influenced
                                                                • Quality and content
                                                                  • Under the influence
                                                                    • Figure 42: Most prominent influences on current drinkers, by drink type, July 2009
                                                                  • Assessing potential
                                                                    • Figure 43: Most prominent influences on potential drinkers, by drink type, July 2009
                                                                  • Dodging the beer belly
                                                                    • The bitter push
                                                                    • Targeting Opportunities for Attracting New Drinkers

                                                                      • Key points
                                                                        • Figure 44: Target groups for trying new drinks, July 2009
                                                                      • Can’t Buy Me Love (42% of drinkers)
                                                                        • Who are they?
                                                                          • What next?
                                                                            • The Price is Right (28% of drinkers)
                                                                              • Who are they?
                                                                                • What next?
                                                                                  • Push Overs (14% of drinkers)
                                                                                    • Who are they?
                                                                                      • What next?
                                                                                        • Health Oriented (16% of drinkers)
                                                                                          • Who are they?
                                                                                            • What next?
                                                                                            • Appendix

                                                                                              • Consumer research
                                                                                                • ACORN
                                                                                                  • Advertising data
                                                                                                  • Appendix – How Spend Differs by Drinking Occasion

                                                                                                      • Figure 45: Spend on total alcohol on a standard night out, by demographics, July 2009
                                                                                                      • Figure 46: Spend on total alcohol on a big night out, by demographics, July 2009
                                                                                                      • Figure 47: Spend on total alcohol on a standard night in, by demographics, July 2009
                                                                                                      • Figure 48: Spend on total alcohol on a big night in, by demographics, July 2009
                                                                                                  • Appendix – How Different Drinks Suit Different Occasions

                                                                                                      • Figure 49: Types of alcohol drunk on a standard night out, by demographics, July 2009
                                                                                                      • Figure 50: Types of alcohol drunk on a big night out, by demographics, July 2009
                                                                                                      • Figure 51: Types of alcohol drunk on a standard night in, by demographics, July 2009
                                                                                                      • Figure 52: Types of alcohol drunk on a big night in, by demographics, July 2009
                                                                                                      • Figure 53: Types of alcohol drunk on a big night in, by demographics, July 2009 (continued)
                                                                                                  • Appendix – Identifying Potential Drinkers by Drink Type

                                                                                                      • Figure 54: Types of alcohol not currently drunk, but would consider drinking in future, by demographics, July 2009
                                                                                                      • Figure 55: Types of alcohol not currently drunk and would not consider drinking in future, by demographics, July 2009
                                                                                                  • Appendix – How to Attract Potential Drinkers

                                                                                                      • Figure 56: Factors encouraging consuming a new alcoholic drink, by demographics, July 2009
                                                                                                  • Appendix – Targeting Opportunities for Attracting New Drinkers

                                                                                                      • Figure 57: Factors encouraging consuming a new alcoholic drink, by target groups, July 2009
                                                                                                      • Figure 58: Factors encouraging consuming a new alcoholic drink, by demographics, July 2009
                                                                                                      • Figure 59: Types of alcohol currently drunk, by target groups, July 2009
                                                                                                      • Figure 60: Types of alcohol not currently drunk, but would consider drinking in future, by target groups, July 2009
                                                                                                      • Figure 61: Types of alcohol not currently drunk and would not consider drinking in future, by target groups, July 2009

                                                                                                  Companies Covered

                                                                                                  • Asda Group Ltd
                                                                                                  • Bartle Bogle Hegarty (U.S.A.)
                                                                                                  • British Beer and Pub Association
                                                                                                  • British Market Research Bureau (BMRB)
                                                                                                  • British Sky Broadcasting Group plc (BSkyB)
                                                                                                  • Carlsberg UK Ltd
                                                                                                  • Cobra Beer
                                                                                                  • Diageo UK
                                                                                                  • Freeview
                                                                                                  • Guinness
                                                                                                  • HM Revenue & Customs
                                                                                                  • JD Wetherspoon
                                                                                                  • Marks & Spencer
                                                                                                  • mmO2 plc
                                                                                                  • Orange plc (UK)
                                                                                                  • Outdoor Advertising Association of Great Britain
                                                                                                  • Pernod Ricard
                                                                                                  • Red Bull UK
                                                                                                  • Starbucks Coffee Company UK Ltd
                                                                                                  • T-Mobile (UK) Ltd
                                                                                                  • Virgin Media Ltd
                                                                                                  • Virgin Mobile
                                                                                                  • Vodafone Group Plc (UK)
                                                                                                  • Waitrose
                                                                                                  • Weight Watchers Ltd. (UK)
                                                                                                  • Wine and Spirit Association (The)

                                                                                                  Understanding Drinking Occasions and Unlocking Potential Customers - UK - August 2009

                                                                                                  £1,995.00 (Excl.Tax)