Alcoholic Beverage Drinking Occasions - US - May 2014-Market Growth, Size, Share and Opportunities

New Market Research Report Added in MarketResearchReports.Biz Reports Database: Alcoholic Beverage Drinking Occasions - US - May 2014

Alcoholic beverage consumers, particularly Millennials, are constantly looking for innovative offerings to improve on their drinking occasion experiences. However, consumers’ diverse drinking preferences are challenging brands to keep their consumers coming back. Category crossover innovation and at-home beverage recreation can help integrate brands in multiple locations and new occasions.

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Table of Content

Scope and Themes

What you need to know
Data sources
Consumer survey data
Generations

Executive Summary

Overview
Cross-consumption of alcoholic beverage types
Beer
Figure 1: Alcoholic beverage purchases, by usage of beer – any consumption, February 2014
Wine
Figure 2: Alcoholic beverage purchases, by usage of wine – any consumption, February 2014
Spirits
Figure 3: Alcoholic beverage purchases, by usage of spirits – any consumption, February 2014
Ready-to-drink premade flavored alcoholic beverages
Figure 4: Alcoholic beverage purchases, by usage of alcoholic beverages – any consumption, February 2014
Millennials top users across all alcoholic beverage types
Figure 5: Alcoholic beverage purchases, by generations – any consumption, February 2014
Experimentation drives many consumers; favorite brands make it easier
Figure 6: Attitudes and behaviors toward alcoholic beverage purchases at retail, by generations, February 2014
Night remains most popular time of day to drink alcoholic beverages

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Figure 7: Occasions for alcoholic beverage consumption, February 2014
Wine preferred during meals
Figure 8: Occasions for alcoholic beverage consumption, February 2014
More than a quarter of respondents drink solo
Figure 9: Occasions for alcoholic beverage consumption, February 2014
Social gatherings at-home preferred
Figure 10: Alcoholic beverage consumption locations, by beverage, February 2014
At-home consumption still popular: more relaxing and affordable
Figure 11: Attitudes toward drinking alcoholic beverages, by generations, February 2014
Restaurants are top on-premise location for alcoholic beverage drinks
Figure 12: Locations consumed away from home, by gender and age, February 2014
Consumer responsibilities often deter drinking
Figure 13: Reasons for not consuming alcoholic beverages, by generations, February 2014
What we think

Issues and Insights

How can alcoholic beverages keep top-consuming Millennials loyal to brands?
Insight
What is driving consumers’ alcoholic beverage consumption: time or place?
Insight
With alcoholic categories forecast to see continued growth, why are some consumers drinking less at occasions?
Insight

Trend Applications

Trend: Guiding Choice
Trend: The Big Issue
Figure 14: Michelob Ultra print ad, February 2014
Trend: Mood to Order

Innovations and Innovators

Crossover between alcoholic and non-alcoholic categories
Indulgent flavors
At-home kits
Portability

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Marketing Strategies

Overview of the brand landscape
Theme: Rejecting the pretense of drinking
Smirnoff party’s off-premise
Figure 15: Smirnoff, The Party, April 2014
Miller High Life highlights the modest man
Figure 16: Miller High Life, Central Park, April 2014
Southern Comfort gets comfortable
Figure 17: Southern Comfort, Shampoo – Whatever’s Comfortable, June 2013
Theme: Drinking as a relaxed activity for women
Malibu offers women the perfect match
Figure 18: Malibu, Just like the movies, September 2013
Figure 19: Malibu, The Setup, September 2013
Skinnygirl brings women together
Figure 20: Skinnygirl, Savor Like A Lady, April 2013
Figure 21: Skinnygirl, Lighten Up Like A Lady, April 2013
Women take over Mezcal El Silencio
Figure 22: Mezcal El Silencio, Guy’s Night Gone Wrong, April 2014
Theme: Cocktail Tutorials
Jim Beam
Figure 23: Jim Beam, Honey, Tea and Lemonade Recipe, July 2013
Grey Goose Vodka
Figure 24: Grey Goose Vodka, Caipiroska: GREY GOOSE Vodka Cocktail, October 2013
Maker’s Mark
Figure 25: Maker’s Mark, How to Make a Maker\'s Mark® Mint Julep, April 2014
Hendrick’s Gin prints a recipe ad
Figure 26: Hendrink’s Gin print ad, February 2014

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