DATA DRIVEN
WHERE CONSUMERS BUY / ENJOY ALCOHOL
When it comes to buying alcohol , consumers are making more of their purchases off-premise . According to our consumer panel surveys , nearly three-quarters ( 72 %) of respondents said that more of their alcohol purchases in the past six months came from stores vs . bars or restaurants . Just 18 % said they bought more alcohol from on-premise establishments .
The plurality of panel respondents ( 40 %) said that they almost always order an alcoholic beverage from a restaurant , bar or venue , vs . 3 % that said they never do . Survey participants don ’ t spend too much alcohol on-premise , however , as 44 % said that they typically spend less than $ 15 on it .
Meanwhile in the off-premise , the plurality of respondents ( 32 %) said that they typically spend $ 15 to $ 29 when buying alcoholic beverages from a store , while 30 % said they spent $ 30 to $ 44 . Most of the consumers surveyed ( 82 %) buy beverage alcohol products from a liquor store ; 73 % buy them from a grocery store .
A recommendation from family or friends is the most important factor when deciding to purchase alcoholic beverages from a store , followed by what ’ s on sale or discounted , and then reviews or tasting notes listed near products . Eyecatching displays were the least important factor when buying alcohol at retail .
How far are consumers willing to travel to a store to purchase alcoholic beverages ? Not very far : 61 % said they would travel one to nine miles to buy alcohol .
Survey data was collected in spring 2022 from MyVoiceRewards , an omnibus panel of consumers deployed by EPG Specialty Information .
80 % 70 % 60 % 50 %
How often do you visit the following establishments :
Restaurants Bar , Pub , Tavern Distillery , Winery or Brewery Festivals , Concerts , Sports venues
44.1 %
66.0 %
77.0 %
How often do you order an alcoholic beverage from a restaurant , bar , or venue ?
15.8 % Often
How much do you typically spend on alcoholic beverages at a restaurant , bar , or venue ?
5.4 % $ 45 - $ 59
12.3 % $ 30 - $ 44
9.9 % Rarely
35.0 % $ 15 - $ 29
3.0 % Never
31.0 % Sometimes
3.0 % $ 60 or more
40.4 % Almost always
44.3 % Less than $ 15
40 % 30 % 20 % 10 % 0 %
29.4 % |
27.9 %
19.3 %
|
23.8 %
21.2 %
|
14.9 % |
20.4 % |
19.3 % |
|
4.0 %
1.0 %
|
8.9 %
2.5 %
0.5 %
|
9.4 %
3.0 %
|
|
7.5 % |
More than once a week |
Once per week |
A few times a month |
Once a month |
Rarely or never |
How much time do you typically spend at the following establishment ?
Within the last 6 months , how much of your alcohol purchases came from establishments vs . in store ?
3.8 % More On-Premise
50 %
40 %
30 %
20 %
10 %
0 %
29.1 %
2.0 %
40.9 % 40.1 %
38.4 %
10.4 % 13.9 %
7.4 % 9.9 %
7.4 % 4.4 %
1.0 %
49.8 %
35.5 % 28.2 %
10.3 %
Restaurants Bar , Pub , Tavern or Nightclubs Distillery , Winery or Brewery Festivals , Concerts , Sports venues
15.3 %
21.2 % 22.2 %
6.4 % 3.0 %
2.0 % 1.0 %
0.5 % None < 1hr . 1 hr . 2 hrs . 3 hrs . 4 + hrs .
10.4 % Both
14.2 %
Slightly more On-Premise
15.8 % More Off-Premise
55.7 % Slightly more Off-Premise
12 • Spring 2023 www . cheersonline . com