Foodservice alcohol trends in 2024 reveal a shift in consumer behavior toward more mindful and occasion-based drinking. The frequency of alcohol consumption is declining, with a noticeable preference for drinking on special occasions rather than routine outings. This trend is influenced by economic factors, with 42% of consumers finding drinking away from home too expensive. Additionally, there is growing interest in unique beverage experiences, such as cocktails with special garnishes or small snacks included, which enhance the value proposition for consumers.
The market is also witnessing a rise in health-conscious and sober-curious lifestyles, where low-alcohol and non-alcoholic options gain traction. This has led to an increased focus on premium beverage features that emphasize superior taste, unique flavors and sustainable practices. The industry is responding by offering more diverse and innovative drink menus that cater to these evolving preferences. To keep patrons engaged, operators can leverage opportunities in creating experiential and educational drinking environments that resonate with consumers’ desire for quality and authenticity.
As alcohol consumption lessens and cost concerns rise, bars and restaurants are tasked with making alcohol feel “worth it” through variety and value enhancements.
Pooja Lal, Research Analyst
This Report covers consumer attitudes and trends relating to all alcoholic beverages consumed from any foodservice location (eg bars, restaurants, nightclubs, sports arenas). While retail alcohol trends are reviewed in this Report, retail alcohol (alcohol purchased from a grocery store, mass merchandiser or liquor store) is not a focus. For more information on alcohol from a retail perspective, please look to Mintel’s Drink Report library. This Report builds upon the previous year’s Report (see Foodservice Alcohol Trends – US – 2023). For the purposes of this Report, the market size covers alcohol sales from restaurants, bars/pubs, clubs and other entertainment venues and concessions.
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