MarkeTalk Consumer Survey Information 631 National responses Must have had an alcoholicadult beverage in a fullservice casual or upscalecasual restaurant in the past 60 days AND done at least one of the following in the past year ID: 249264
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Slide1Slide2
MarkeTalk™ Consumer SurveySlide3
MarkeTalk™ Consumer Survey
Information
631 National responses
Must have had an alcoholic/adult beverage in a full-service casual or upscale-casual restaurant in the past 60 days
AND done at least one of the following in the past year:
Stayed overnight in a full-service hotel
Taken a cruise
Visited a casino
Visited a theme park
Flown out of a major
airport
99% Confidence Level
+/- 5% Margin of ErrorSlide4
DemographicsSlide5Slide6Slide7Slide8Slide9Slide10
Beverage TrendsSlide11Slide12Slide13Slide14Slide15Slide16
SpiritsSlide17
Spirits
Top Line Spirits Results
Spirits Volume +3.5%
Fastest-growing Categories
Irish Whiskey
Vodka
TequilaSlide18
Spirits
Flavored Vodka Trending Sweet
Raspberry and citrus lead, but whipped cream, coconut and peach gained share; strawberry and blueberry fell offSlide19
Spirits
Shift to Premium
Super-premium, high-end premium and premium price tiers grew
Vodka
Rum
Tequila
Gin
Cordials & Liqueurs
Brandy & Cognac
Straight American Whiskey
Canadian Whisky
Scotch
Irish Whiskey Slide20Slide21Slide22Slide23Slide24
(bottled)
(fresh)Slide25
WineSlide26
Wine
Top Line Wine Results
Wine Volume +4.6%
Table Wine
Sparkling Wine
Domestic WineSlide27
Wine
Price Tier Trends
Table & Sparkling Wine
Value price tier growth
Super-premium tier ($15+)
Table Wine +16%
Sparkling Wine +6%Slide28
Wine
Varietal Shifts
Chardonnay and Cabernet Sauvignon reign but….
Pinot
Grigio
, Pinot Noir, Red Zinfandel, Red Blend/
Meritage
and
Moscato
gained shareSlide29Slide30Slide31Slide32
= Overall Client Average Wine Price
-Slide33
BeerSlide34
Beer
Top Line Beer Results
Beer Volume -1.3%
Mainstream domestics lagging
Domestic light decline
Growth
Craft +11.2%
Imports +2.3%
FMBs +3.3%
Cider +31.3%Slide35
Beer
Price Tier Trends
Mainstream Domestics
Super-premium +11.8%
Premium -4.9%
Value -3.6%
Domestic Light
Premium -1.3%
Value -6.7%Slide36Slide37Slide38Slide39Slide40Slide41
Comparison
: Beer Glasses – Favorite vs. OfferedSlide42Slide43
Comparison
: Beer Delivery – Preference vs. SalesSlide44Slide45
= Overall Client Average Beer Price
-Slide46
Zero Proof™Slide47Slide48Slide49Slide50Slide51
Happy HoursSlide52Slide53Slide54
Comparison
: Happy Hour Specials – Desired vs. OfferedSlide55Slide56
Modern MarketingSlide57
Comparison
: Smartphone Ownership – Consumers vs. Clients/SuppliersSlide58
Comparison
:
Social Media Websites/Apps Utilization –
Consumers vs. Clients/SuppliersSlide59
“Modern Marketing
"
Technology Usage StatusSlide60
Comparison
:
“Modern
Marketing” Utilization – Consumers vs. Clients/SuppliersSlide61
Millennial Consumers
Powerful Demographic
Diverse
Educated
Economically challenged
Frequent Adult Beverage
consumersSlide62
Millennial Consumer Insights
Millennial Consumer Profile
By 2018 100% of Millennials will be of Legal Drinking Age
Source: U.S. Census Bureau
2013
2018
Legal Drinking Age
68,857,262
88.9%
Legal Drinking Age
79,047,143
100.0%Slide63
Millennial Consumer Insights
Key Findings
Millennials are
frequent consumers of adult beverage
Spread the consumption occasions across weekdays and weekends and on- and off-premise locations
Beer is most frequently consumed adult beverage
Highest incidence of trying new adult beverages
Cost is a factor
Consumer Insights—On-premise & Off-premise
Proprietary survey of 2000 adult
consumers
.Slide64
Millennial Consumer Insights
Most Recent Alcohol Purchase
53% in an on-premise
location
Bar
Casual-dining
restaurant
Nightclub
Base: Total
Millennials
(1,064)
Have you ordered any of the following outside of the home (e.g. restaurant/bar other commercial establishment) or purchased the below beverages for at-home consumption (e.g., supermarket, liquor store) in the past 30 days?Slide65
Millennial Consumer Insights
The Deliverables…
Beer—all styles
Light beer: 51%
Cider: 26%
Wine
Merlot, Cabernet Sauvignon, Pinot Noir
Pinot
Grigio
/Gris, Chardonnay
Red Blend, Merlot
Spirits
Vodka, Rum, Tequila
Alcohol Purchases Away from Home
Source: Special TAB Report: Millennial Consumer Insights, TechnomicSlide66
Millennial Consumer Insights
Spending on Adult BeveragesSlide67
Millennial Consumer Insights
The Deliverables…
Cost is a Factor
More Younger
Millennials
than Older
Millennials
agree
“Price is more important than quality” when buying adult beverages on-premise
For Younger
Millennials
“Cost is important” when considering trial of a new adult beverage on-premise
Price (53%) and variety (54%) are very important for all Millennials.Slide68
Millennial Consumer Insights
The Deliverables…
Trying New Beverages
Millennials
are the most likely demographic to try a new adult beverage in both on- and off-premise
locations.
Spirits is the most frequently sampled
new
beverage
Wine is sampled off-premise more
frequently
than on-premise
Domestic light beer is most frequently
sampled
on-premise
Domestic regular and imports most
frequently
sampled
off-premiseSlide69
Millennial Consumer Insights
Influencing the Decision to Try a New Adult
Beverage*
On-Premise
Suggestion of someone in their
party
(81%)
Suggestion of the bartender (78%)
Off-Premise
Cost (81%)
Suggestion of a friend/family
member
(76
%)
*”Very important” or “somewhat important” responseSlide70
Millennial Consumer Insights
The Deliverables…
Looking Ahead…
Millennials
are adventurous, curious, demanding
Driving Several Trends
Flavor
Complex
Global
From sweet to
spicy
New
production
methods—
microdistilling
,
unoaked
wines,
organic/sustainable
Calorie- and health-conscious
Source: Special TAB Report: Millennial Consumer Insights, Technomic Slide71
Millennial Consumer Insights
Great Opportunity, but be wary
Nomadic
Want to
connect—
authenticity
, a “story”Slide72
Complete survey results will be included
on the
Symposium
Microsite:
www.beverageexecutivesymposium.com
For questions or comments:
(949) 830-6101
or
dave@marketeaminc.com