We created and distributed a survey composed of beverage related questions to help us uncover consumer habits and insight when dining out. The responses came from across the United States and were representative of various age groups 21 and older, both genders and multiple income levels. Our findings can be used to understand the consumer and the areas that need improvement within the restaurant and bar industry.
The 2015 Survey of Alcoholic Beverage Preferences in Restaurants
1. The 2015 Survey of
Alcoholic Beverage
Preferences In
Restaurants
2. Uncorkd conducted a survey composed of beverage related questions to help
uncover consumer alcoholic beverage habits and insight when dining out.
The survey includes:
A data-driven examination of United States consumers of legal drinking age
and their preferences and behaviors towards technology, wine, beer and
spirits
Important key trends based on general responses as well as broken down by
demographic data and beverage preference data
Understanding Consumer Habits
When Drinking in Restaurants and Bars
8. General Overview
Three Key Trends You Need to Know:
1. Uncertainty is the number one reason consumers do not purchase more
wine- they fear the buyers remorse that may occur after purchasing a wine
they do not enjoy
2. Food and wine pairing suggestions as well as tasting notes would help
consumers better choose a wine- this helps make the dining experience
more whole
3. Samples you can taste before you buy is the number one change
consumers want to see made to a wine list- samples would help eliminated
the uncertainty mentioned previously
14. Age Overview
Three Key Trends You Need to Know:
1. Wine drinkers increase with age, while beer drinkers decrease- cater to
the age of your consumer
2. Majority of age groups care about the style of beer and the color of wine
as the top determining factors when ordering a drink
3. Confidence in selecting a wine increases with age- older consumers may
have had more experience with wine than the Millennial generation
20. Geography Overview
Three Key Trends You Need to Know:
1. Wine, beer and spirits preference vary region to region- focusing on the
demand of residents can increase sales
2. Beer preference regions value the style of beer most- offer multiple
selections to hit every taste profile
3. Wine preference regions value samples and additional wine descriptions
most- these help make the consumer more confident in their choice
28. Gender Overview
Three Key Trends You Need to Know:
1. In order of preference, women selected wine, spirits and beer while men
chose beer, spirits and wine- knowing what consumers prefer can help
restaurant employees make suggestions that lead to sales
2.Both females and males agree drinks that provide a good value and a
great beverage selection are the top two most important elements when
choosing where to dine
2. Females and males believe tasting notes and pairing suggestions are the
most helpful factors when selecting a wine from a list
29. Key Trends and Takeaways
1. One of the most important beverage program elements for all consumers is whether a
restaurant has a great alcoholic beverage selection. This reveals what consumers actively
search for when deciding where to dine out.
2. Uncertainty is the number one reason that people do not purchase wine. Consumers
avoid drinking wine or spending money on wine when they do not know how it tastes.
3. Food and wine pairing suggestions and tasting notes for each of the wines are the top
two things that would help consumers better select a wine from a wine list while dining
out. If consumers knew what would go with their meal and what the wine tasted like, the
wine would only make their dining experience better.
4. Changes that consumers most want to see within restaurant wine programs are:
- Samples to try before buying
- Different size glass pours available
- More by-the-glass options
- More local wines available
5. 43% of women prefer drinking wine in a restaurant, compared to 21% of men.
Meanwhile 21% of women prefer drinking beer, while 49% of men do.
