Stay ahead of the curve and secure future growth for your business with Mintel’s Alcoholic Beverage Occasions Report. The report provides a data-led understanding of how and why consumers choose to drink alcoholic beverages in the US, with relevant opportunities for brands to appeal.
Topics Analyzed
- State of the alcoholic beverage market.
- Leading alcoholic beverage attributes for consumers.
- Reasons for alcohol consumption.
- Activities associated with alcoholic beverages.
- At-home versus away-from-home alcohol occasions.
- Alcoholic beverage innovation and marketing trends.
Alcoholic Beverage Occasions: Consumer Overview
Consumers are increasingly loosening their connections with traditional alcoholic beverage occasions like relaxation and socializing, especially with the rise of alternatives. By shifting focus to collaboration rather than competition with these alternatives, the beverage landscape can feel more fluid and casual for consumers.
Away-from-home occasions have yet to bounce back since 2020, as consumers now face economic concerns. While strong associations with cocktails and socializing at bars and restaurants remain, the experience must continually feel valuable.
Most consumers drink alcohol at least once a week, particularly younger, higher-income individuals, but physical, mental, and financial health concerns are prevalent as they aim to improve their overall well-being.
Opportunities for brands
Increased casualization across food and beverage categories is also influencing how consumers approach drinking occasions. While mealtime occasions are less prominent with younger consumers, the emergence of new occasions like snacking, and everyday activities presents opportunities to connect during lower-stakes activities.
Alcohol type and brand are not constraining for most consumers, with older individuals more open to trial and pairing suggestions and younger consumers seeking flexibility in mixed ABV and flavor occasions.
Buy your copy of this report today and elevate your strategic understanding of alcoholic beverage occasions.
Meet the Expert
Sydney joined Mintel in 2021 after spending more than 4 years working in higher education. She has a decade of experience in the food service industry, where she gained a passion for following food, beverage, and menu trends. Sydney holds a BA in English Literature from DePaul University and an MBA from Northern Illinois University.
Increasingly casual occasions, consumer concern with lifestyle improvement, and the rise of alternatives have all contributed to a shifting drinking landscape.

Sydney Riebe
Analyst, US Food and Drink