Study Results: 2016 Annual VIBE Beverage Consumer Trend Survey

The results of the Annual VIBE Beverage Consumer Trend Survey are in, and they are telling. Before we get into the meat of the survey, let’s take a look at the background information. The study was conducted online in December of 2015 using SurveyMonkey utilizing a national sample of 1,000 consumers. All of the respondents are on-premise national chain beverage alcohol consumers, 100% of which were aged 21-plus and had ordered a beer, wine or cocktail at a national chain. Additionally, there was a 50% between males and females, and a 33% split between Millennials, Gen X and Boomers. In terms of the drinker profile of the participants, 733 were past 30 day national chain beer drinkers, 571 were past 30 day national chain wine drinkers, and 589 were past 40 day national chain cocktail drinkers. Many of the questions asked were provided by VIBE operators and suppliers.

As far as bar and restaurant visits, 49% of consumers report they are going out the same amount as they did last year, with 28% going out less and 23% going out more. The perception of the state of the economy appears to have some influence on bar and restaurant spending. Fifty-three percent of consumers felt that the economy in 2015 was the same as it was in 2014, and 36% of consumers report spending the same as they had the previous year. Those who feel the economy is improving represent 24% of respondents while those who feel it is worse make of 23 percent. Thirty-four percent are spending less in bars and restaurants while 30% are spending more.

Below you will find additional interesting – and actionable – survey results.

Beverage Alcohol Order Frequency

  • 55% of consumers order Beverage Alcohol always or most of the time when they go out to bars and restaurants.

Drinks per occasion

  • 2.3 is the average drinks per occasion
  • Males and Millennials order 2.5 drinks
  • Females and older consumers order slightly less

Drink Ordering Changes

  • 54% of consumers are ordering the same type and same amount of drinks with 19% better but fewer, 13% better and more, 10% ordering less expensive but fewer, and only 4% ordering less expensive and more drinks
  • Males skew to better quality but fewer drinks
  • Females skew to less expensive and fewer
  • Millenials skew to better quality
  • Boomers skew to less expensive and fewer

Type of Restaurants and Bars Visited Most Often

  • The top types of restaurant and bars visited most often are Casual Dining Chains, Independent Casual Dining, Local Bars, and Fine Dining
  • Males skew to local neighborhood bars, fine dining and casinos
  • Females skew to casual dine chain/independent and nightclubs
  • Millennials skew to local bars, fine dining, nightclubs and cocktail lounges
  • Boomers skew to casual dining chain restaurants

Beverage Alcohol Ordering by Type and Daypart

  • 40% of consumers of Beer most often
  • 38% order Spirits
  • 22% order Wine
  • Dinner daypart dominates the consumption occasions

Restaurant And Bar Decision Factors

  • When deciding what restaurant or bar to visit, the most important factors are Food Quality, Location, Every Day Value, Service and Drink Quality
  • Males skew to drink quality, portion size, a place to watch TV, and social media reviews
  • Females skew to everyday value, service, and food and drink special promotions
  • Millennials skew to drink quality, happy hour, and social media reviews
  • Boomers skew to food quality, convenient location, and everyday value

Most Important Beverage Program Elements

  • The most important driver of beverage value are Everyday Value Pricing, Great Drink Quality, Drink Specials, Happy Hour, and Great Beer Selection
  • Males skew to beer selection
  • Females skew to everyday value pricing
  • Millennials skew to happy hours
  • Boomers skew to everyday value pricing

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