According to Alcoholic Beverage DemandTracker, a periodic survey of US adults age 21+ who consume any type of alcohol at least once a week or more, offering a larger selection of wine brands in the on-premise channel helps the operator sell more wine, especially for bars.
Among wine drinkers who visit restaurants regularly, 31% of them say they are more likely to drink wine and 23% say they order more servings of wine as a result of being offered a larger selection of wine brands. Some wine drinkers are also more likely to experiment by ordering wine brands they’ve never tried before (26%). Only 32% of wine drinkers who visit restaurants say that a larger selection of wine brands has no effect on their consumption
Among wine drinkers who visit bars regularly, 38% of them say they are more likely to drink wine and 31% say they order more servings of wine as a result of being offered a larger selection of wine brands. Some wine drinkers are also more likely to experiment by ordering wine brands they’ve never tried before (25%). Only 25% of wine drinkers who visit bars say that a larger selection of wine brands has no effect on their consumption.
“Our latest findings confirm the value for on-premise operators of offering a large selection of wine,” said David Decker, President of Consumer Edge Insight. “For those who enjoy wine, seeing a large selection of wine brands at a bar or restaurant is an invitation to consume and experiment. Bars and restaurants that provide a larger wine offering should lead to a larger number of servings consumed on each occasion.”
Alcoholic Beverage DemandTracker provides an in-depth analysis of the key economic and attitudinal factors impacting alcoholic beverage demand. Data for this wave of Alcoholic Beverage DemandTracker was collected in February via an online survey of over 2,000 US consumers, age 21 and over, designed and weighted to be representative of the US adult alcohol-drinking population. Some of the topics addressed include drivers of change in alcohol category consumption, the impact of economic factors and secular trends on overall alcohol consumption and by category, channel behaviors, ways to increase category consumption, and numerous brand metrics. The research covers the beer, spirits, wine, cider, and flavored-malt beverage categories including the largest brands in each category.
Consumer Edge Insight LLC is a market research and consulting firm that helps investors and companies that want to have deeper insight into how consumer behavior is changing around the world and how to profit from those changes. We help companies monitor key trends and develop strategies to enhance shareholder value. We help investors understand key trends and identify which companies are most likely to succeed. For further information, contact David Decker, ddecker@consumeredgeinsight.com, or visit www.consumeredgeinsight.com.
