Alcoholic Beverage Trends – The U.S. landscape according to consumers and foodservice operators including beer, wine, spirits, liquors, cocktails, and mixed drinks
Over half of all restaurants have alcoholic beverages on their menu.
Non-alcoholic beverages are clearly the most consumed on any given day. When looking particularly at alcoholic beverages, beer is chosen by more consumers than wine or spirits/cocktails. Notably, beer’s daily incidence rate surpasses that of popular coffee drinks such as specialty coffee (espresso-based coffee drinks) and iced coffee.
The great majority of adult Americans drink some type of alcohol. Over half of adult Americans have an alcoholic beverage during an average week.
Roughly one-quarter of Americans don’t drink alcohol at all. Lifestyle, taste, and effects of alcohol are primary reasons for abstaining for one-third of non-drinkers.
Beer is the alcoholic beverage that nearly half of adult alcohol drinkers last consumed. Accessibility, affordability, and relatively low alcohol content compared to other alcohol options contribute to beer’s popularity. Cocktails are a distant second consumed by roughly one-fifth of consumers.
White varieties, including chardonnay and pinot grigio are among the most commonly menued wines. More unique wine varietals have grown on menus in the past year.
For nearly half of operators, beer accounts for the majority of their alcohol revenues.
Wines and cocktails are distant revenue contenders, making beer a better bet when it comes to filling menu real estate.
More than other alcoholic beverages, spirits and bourbon/whiskey brands are most important to operators, with beer brands also particularly important. Consumers agree, with over half of each spirit drinkers and beer drinkers indicating that they seek specific brands.
Datassential is proud to release the latest report in the MenuTrends Keynote series delving into alcoholic beverage consumption and trends. MenuTrends Keynotes combine the extensive detail of MenuTrends with the opinions and behaviors of over 1,000 consumers nationwide and insights from hundreds of operators from Datassential's OPERA panel, the industry's largest with over 30,000 restaurant, retail and on-site operators.
Details on the current alcoholic beverage landscape for beer, wine, spirits, and cocktails - menu penetration, recency and frequency, varieties consumers are drinking, consumption by meal part, and where they are consumed, at-home or away-from-home.
Alcohol drivers and barriers both at-home and away-from-home – as well as alcohol perceptions, attribute importance, and affinity by category.
Extensive menu detail – covers top menued beers, wines, spirits, and cocktails along with menu adoption cycles for alcohol categories, with fastest-growing ingredients and flavors.
Flavor deep dives - extensive detail on top flavor trends by region, restaurant segment, chain and independents. Also includes alcohol MegaTrends, seasonal flavors, and a spotlight and time trend on noteworthy ingredients.
Operator usage detail - which products and formats operators are using, brand importance for those formats and challenges to selling.
Innovation and Opportunities - products, flavors, and platform innovations for foodservice and retail.
Datassential, a Chicago-based food industry research and consulting firm, brings clients real-world information on foodservice and consumer packaged goods in the U.S. and around the world. The company’s services, including its extensive MenuTrends database, provide in-depth reporting on trends in menu offerings, flavor profiles, ingredients and preparations. Datassential helps operators, retailers, and suppliers understand and capitalize on these important trends.