2018 Consumer Alcohol Beverage Survey

2018 Consumer Alcohol Beverage Survey
Occasion Defines the drink Occasion Defines the drink

Occasion Defines the drink

66 Percent

Of consumers say they change their drink depending on where they are and what they are doing

Buildings
Plate

73%

Of wine drinkers say that wine pairs best with meals more than any other beverage

Glasses

2X

Consumers nearly
two times more likely
to try something new in a restaurant
or bar than in retail stores

Why so Serious? Why so Serious?

Why so Serious?

82% of wine drinkers say wine should be fun and enjoyable

34% of wine drinkers say that other wine drinkers take themselves too seriously

38% of wine drinkers say they sometimes put ice in the glass if the wine is not cold enough

It's All About the Experience It's All About the Experience

It's All About the Experience

48% of alcohol beverage shoppers say they tend to buy food/beverages that appeal to them in the moment at the store

Cocktail Culture Cocktail Culture

Cocktail Culture

69% of spirits drinkers say that making craft cocktails is a fun way to experiment

60% of spirits drinkers say that classic cocktails such as Manhattans and Martinis are stylish again

17% are drinking more expensive or premium spirits than they used to

he Landscape of Luxury he Landscape of Luxury

The Landscape of Luxury

Premium ($20+) wine drinkers switch between all price points. Most High-End Drinkers will also drink at lower price points

and

Premium ($20+) wine drinkers are more exploratory, more knowledgeable, and more social in their consumption

Premium ($20+) wine drinkers are more engaged with online wine purchasing and direct to consumer than other wine consumers

At all income levels, more wine drinkers are spending their discretionary income on luxury wines

Wine Through the Generations Wine Through the Generations

Wine Through the Generations

Older consumers tend to enjoy wine more frequently (2 or more occasions per week) than their younger counterparts

New interest in fine wines usually starts young at ages 21-30, driven by having an "AHA!" wine moment or a friend introducing them to the world of fine wine

Millennials are drinking all types of alcohol and have broader repertoires than older consumers

The Current State of Taste The Current State of Taste

The Current State of Taste

Wine drinkers who prefer wine with a little sweetness

Light and approachable wines, such as Prosecco, Moscato, and Sparkling are more popular than ever before

Rosé continues to grow as a year-round wine of choice

1 in 5 consumers have enjoyed a glass of Rosé in the last month

Shopping Made Simple Shopping Made Simple

Shopping Made Simple

65% of alcohol beverage shoppers say that speed and efficiency drives their shopping experience

39% of wine shoppers say that shopping for wine can be confusing

The E-Commerce Effect The E-Commerce Effect

The E-Commerce Effect

40% of alcohol beverage shoppers say they are likely to shop for alcohol beverages online in the next year

21% of alcohol beverage shoppers say they have purchased alcohol beverages online

Free shipping is the single most important attribute for online shopping, more so than price or assortment

When People Shop Online vs In-Store When People Shop Online vs In-Store

When People Shop Online vs In-Store

Best of Both Worlds

14% of wine shoppers buy wine using purchase and pick-up

9% of alcohol beverage shoppers use click and collect for at least some of their alcohol beverage purchases

E-Commerce

  • Best for buying wines that are hard to find
  • Best for selection of imported wines
  • Best selection
  • Saves time

In-Store

  • For buying my regular brands
  • Better for buying a gift
  • The best way to explore and find a new wine or spirit
  • Need for immediate use
Good Things Come in Alternative Packages Good Things Come in Alternative Packages

Good Things Come in Alternative Packages

41% of wine consumers say they would buy wine in alternative packaging if they knew the wine was high quality

Wine in cans, tetra packs and single serve formats are expanding wine to more occasions, such as outdoor gatherings

Single serves entice trial. 25% of wine consumers say they are more open to try new wines if they didn't have to buy a full-size bottle

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