Field Agent set out to understand the drinking preferences and behavior of 500 U.S. adults (over 21; average age = 40), divided evenly between men and women. We screened our extensive panel of 700,000 U.S. Agents to locate self-identified adult-age drinkers.
1. TOP 5 ALCOHOLIC BEVERAGES
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Field Agent set out to understand the drinking preferences and behavior
of 500 U.S. adults (over 21; average age = 40), divided evenly
between men and women. We screened our extensive panel of 700,000 U.S.
Agents to locate self-identified adult-age drinkers.
WOMEN COMBINEDMEN
Beer (not light)
Craft beer
Red wine
Vodka
Rum
White wine
Red wine
Vodka
Rum
Tequila
Red wine
Vodka
White wine
Beer (not light)
Rum
TOP 5 DRINKING OCCASIONS
WOMENMEN
Grilling outdoors
Vacations
Weddings
Dinner at a restaurant
Birthdays
Vacations
Dinner at a restaurant
Grilling outdoors
Weddings
Birthdays
alcohol drinkers
drink preferences by gender
54%
20%
37%
77%
24%
68%
58%
70%
49%
49%
47%
45%
43%
40%
WHITE WINE
WINE COOLERS
CHAMPAGNE
BEER (NOT LIGHT)
ROSE WINE
CRAFT BEER
WHISKEY
TOP 5 HOLIDAYS FOR HAVING A DRINK
New Year's Eve
4th of July
Christmas Eve
Thanksgiving
Memorial Day
72%
64%
62%
49%
46%
TOP 5 PLACES FOR PURCHASING ALCOHOL
Other Drinking occasions by Gender
drinking More or Less
62%
25%
48%
46%
24%
41%
18%
47%
15%
50%
46%
27%
43%
25%
SPORTING EVENTS
BUSINESS MEALS
MUSIC VENUES
AT THE BEACH
TRAVELING ON A PLANE
GOOD NEWS
BAD NEWS
Restaurants
Grocery stores
Independent liquor stores
Mass merchandisers
Bars (not restaurants)
77%
73%
73%
66%
61%
TOP 5 TRIGGER EVENTS FOR PURCHASING Alcohol
Holidays/birthdays
In-store sales/discounts
Non-holiday celebrations
Sampling/demos
In-store displays/signage
67%
61%
49%
39%
34%
54%said they’re drinking less
because they’re
getting older
66%said they’re drinking more
because they
enjoy it more
Insights About100 PROOF
survey by
1
2
3
4
5
1
2
3
4
5
COMBINED
Vacations
Grilling outdoors
Dinner at a restaurant
Weddings
Birthdays
STORE
for exclusive insights each month
TOP 5 MIXERS
Soda
Water/tonic water
Fruit juices
Coffee
Cider
80%
70%
66%
64%
39%
45% because they have more money to spend
41% because they attend more parties
48% because they attend fewer parties
41% because they’re trying to live healthier
than three years ago?
42% of men and
31% of women use
energy drinks for
mixing alcoholic
beverages
Click here for even deeper insights about alcohol consumption