Fifth annual nationwide survey from Drizly
uncovers consumers reaching for more red wine this summer,
ready-to-drink cocktails becoming a year-round staple, and
inflation prompting a return to at home bartending and
gatherings
BOSTON, May 16, 2023
/PRNewswire/ -- Drizly, an Uber Company (NYSE: UBER), today
released its fifth annual Consumer Trend Report. As a
leading beverage alcohol e-commerce platform, Drizly's report
reveals what Americans are expected to drink this summer and
beyond, forecasts key trends in how adult beverage consumers are
shopping, gifting, and hosting in 2023, and highlights the impact
of inflation when it comes to beer, wine, and spirits.
This year's report uncovered the following findings*:
- Drink choices are shaking up this summer. Will red be
the new pink? In a surprise, adults surveyed reported they will sip
on red wine (31%) as their go-to summer vino in 2023, ranking it
above the typical lighter options like white wine (28%) and rosé
(17%). Survey takers also voiced a lower interest in ready-to-drink
cocktails (22%) and hard seltzer (21%) this year as their
summertime drink, instead reaching for the tried-and-true basics
like light liquor (34%), white wine (28%), and light lager beer
(23%). With ready-to-drink cocktails (RTDs) experiencing the
largest decrease year-over-year as a warmer weather drink, this
year's report points to a potential shift in consumer perception of
RTDs as a year round staple – no matter the season.
- With inflation, staying in is the new going out. Where
consumers are drinking is changing amid inflation. Nearly
one-in-four respondents said they will opt to drink at home more
often in 2023 than at bars and restaurants, 26% plan to spend more
on drinks for at home consumption this year versus on-premise, and
one-in-five will be "self-bartending" more in 2023 compared to
2022. Notably, women may be feeling the burn of rising bar tabs
more than men — nearly 60% of female respondents said that
inflation has affected how often they go out to bars and
restaurants compared to 50% of men.
- Gifting occasions for drinks shift back to the major
holidays, rather than cheersing to the smaller moments.
Possibly signaling a refreshing return to gifting-normalcy in a
post-pandemic world, Drizly's survey found that smaller occasions,
like "just because" (22%), anniversaries (26%) and promotions/work
achievements (11%), experienced year-over-year decreases as
occasions for gifting drinks. Instead, the top gifting moments for
2023 included holidays (68%, up from 56% in 2022) and birthdays
(64%). And overall, gifting drinks is expected to be increasingly
popular this year — nearly three-quarters of respondents said their
gifting of alcohol will stay the same or increase in 2023.
- Americans are saying no alcohol, no problem. The desire
to try non-alcoholic (NA) beverages continues to climb with half of
respondents having tried NA beer, wine or spirits. The NA category
is sparking the most interest amongst Gen Z (23%) and millennials
(24%) who have tried these drinks more frequently than other
generations, as well as men (14%), who reported drinking NA beer,
wine or spirits more often than women (9%). While NA beer may be
the most preferred zero-proof drink of the moment according to
those surveyed, looking forward, respondents are most curious to
try NA ready-to-drink cocktails (17%) and NA wine (14%) in
2023.
- Home is where the party is, for big or small gatherings.
This year's survey found a likely resurgence in home entertaining
for 2023, perhaps as a result of inflation. 21% of respondents
stated they plan to host friends and family at home more often in
2023 compared to 2022. Backyard barbeques (46%), casual get
togethers (44%), holiday gatherings (41%), and birthday bashes
(39%) topped the list of events they plan to host, with nearly half
(47%) of respondents saying they supply the drinks for guests when
hosting at home. Gen Z (34%) and millennials (31%) are especially
eager to host in 2023, wanting to do more of it this year compared
to Gen X (18%) and boomers (12%).
- Shoppers trust the opinions of family and friends over
influencers and celebs when it comes to beverage alcohol
brands. When looking to try new beer, wine or spirit brands,
Drizly's survey revealed that shoppers are most influenced by
recommendations from people they know, like friends and family
(57%), or bartenders (25%), and significantly less swayed by social
media ads (14%), influencers (8%), or celebrity endorsements (6%).
And while Gen Z shops with their eyes first, with unique (55%) and
sustainable packaging (34%) holding the most influence, millennials
instead prefer to shop brands that are local, small, or family
owned (40%).
"This year's report found adult beverage consumers adapting to a
post-pandemic world, while experiencing the impacts of inflation.
As consumers opt to drink out less, we are seeing a return to
'self-bartending,' the hosting of gatherings at home and an
emphasis on gifting for the big holidays instead of the small
moments," said Liz Paquette,
Drizly's Head of Consumer Insights. "And overall, this survey,
along with purchase patterns on Drizly, found that consumer
preferences are changing when it comes to beer, wine, and spirits —
more Americans, especially Gen Z and millennials, are gravitating
towards zero-proof options, ready-to-drink cocktails are expanding
beyond summertime, and red wine is becoming increasingly popular
for the warmer months."
*Drizly's Consumer Trend Report was derived from a nationwide
survey of over 1,000 adults of legal drinking age during
April 2023 and supplemented by
insights generated by relevant sales data on Drizly.
About Survey Methodology
The fifth annual Drizly Consumer Trend Report is based on
results from a Prodege Decipher® survey conducted among a sample of
over 1,001 U.S. adults, aged 21 and older who have purchased
alcohol in the past 90 days. Respondents had to reside in one of
the following states in order to qualify for the survey:
Alabama; Arkansas; Arizona; California; Colorado; Connecticut; District of Columbia; Florida; Georgia; Hawaii; Idaho; Illinois; Indiana; Iowa; Kentucky; Louisiana; Maine; Maryland; Massachusetts; Minnesota; Missouri; Mississippi; Nebraska; New
Hampshire; New Jersey;
New Mexico; Nevada; New
York; North Carolina;
Ohio; Oklahoma; Oregon; Pennsylvania; Rhode
Island; Tennessee;
Texas; Vermont; Virginia; Washington; and Wyoming.
About Drizly
Drizly, an Uber company, is a leading beverage alcohol e-commerce
platform. Millions of consumers of legal drinking age turn to
Drizly to get the best drinks for the moment, delivered. With one
of the widest selections of beer, wine, and spirits, Drizly offers
convenient delivery options with a tailored shopping experience
based on what consumers are shopping for - whether that's a gift, a
big order for an event, or drinks for a casual night at home.
Today, Drizly partners with thousands of retailers and suppliers to
help them to reach new customers, tap into key market and customer
insights, and diversify their business to grow sales. As the
industry leader, Drizly is building the best shopping experience
for beverage alcohol. Learn more at Drizly.com, download the Drizly
app (App Store and Google Play)
and follow Drizly on Facebook, Twitter and Instagram.
CONTACT: Rebecca Block,
rblock@golin.com
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SOURCE Drizly