// DATA DRIVEN
BY MELISSA DOWLING
CONSUMER COCKTAIL INTELLIGENCE
The pandemic inspired many consumers to make cocktails at home , considering they couldn ’ t go out to their favorite bars and restaurants . Is that behavior sticking now that the on-premise has been reopened for a while ? We surveyed our consumer panel , managed by sister company EPG Spcialty information , and found that about 25 % or respondents said that they make cocktails at home a few times a week . About the same percentage said that they never make cocktails at home , while 13 % said once a week , nearly 15 % said once every few weeks , and almost 21 % said they make cocktails at home once a month or more .
The plurality of respondents ( 38 %) said that they order cocktails at a bar , restaurant or entertainment venue once a month or more often . The most-preferred base liquor for cocktails is whiskey , followed by vodka , rum , tequila and gin . You would think tequila would be higher , given that the Margarita is the top cocktail that respondents say they would order , but the Old Fashioned and Whiskey Sour also scored fairly high .
What do consumers really think about low- and no-alcohol beverages ? We polled our panelists and found that most ( 73 %) had not tried an alcoholic beverage that contained little to no alcohol . Nearly half of those that hadn ’ t ( 46 %) said they would be interested in trying an alcohol-free drink — provided it tastes the same as a regular drink .
Then again , our panel is not necessarily looking for high-octane libations . When asked how important it is to feel buzzed when consuming alcohol , the plurality of participants ( 51 %) said that it was not important . BW
Survey data was collected from MyVoiceRewards , an omnibus panel of consumers deployed by EPG Specialty Information . ” Low-Alc & Non-Alc ” responses were collected in May 2022 ; “ Cocktails ” survey data was collected from August to November 2022 .
How often do you make cocktails at home ?
Never 25.4 %
Once per month or more 20.9 %
A few times per week 25.4 %
Once per week 13.4 %
Once every few weeks 14.9 %
How often do you order cocktails at a restaurant / bar / venue ?
Never 24.8 %
A few times per week 5.3 %
Once per month or more 38.3 %
Once per week 11.3 %
Once every few weeks 20.3 %
Which of the following drinkware do you use for cocktails at home ?
70 %
60 %
50 %
41.20 %
40 %
30 %
20 %
58.80 %
How much are you willing to pay for a single cocktail at a restaurant / bar / venue ?
$ 16 – 20 6 %
$ 11 – 15 23 %
$ 5 or less 10 %
|
10 %
0 %
|
2.90 % 2.90 %
Champagne Flute
Coupe glass
|
5.90 %
Hurricane glass
|
2.90 %
Margarita glass
|
Rocks glass ( tumbler ) |
Other |
$ 6 – 10 61 % |
6 Beverage Wholesaler • Winter 2022