Alcohol Consumption at Home - US - May 2013




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Alcohol consumption at home or someone else’s home has become more commonplace in the wake of the recession. However, the slow economic recovery has seen some consumers return to on-premise alcohol consumption, which is slated to continually lessen the sales lead maintained by off-premise channels. Thus, more should be done to encourage consumers to feel comfortable drinking at home, such as education about new products, sharing recipes for entertaining, and presenting the occasional serving as a way to unwind—alone or with friends.

Some questions answered in this report include:

  • How can marketers give consumers reasons to drink at home?
  • Is there potential to balance on- and off-premise sales and appeal?
  • How do emerging segments or new products achieve retail sales?
  • What can be done to stop consumers from cutting back on alcohol?