Drizly has shared some of the findings from its latest US consumer survey, offering brand owners potential sales opportunities in the months ahead.
The annual survey, which is in its fifth year, is taken from responses from “over” 1,000 LDA consumers across the country. Among the results, the alcohol e-commerce operator said that red wine will be more popular than white wine or rosé over the summer. At the same time, consumer interest in RTDs, including premix cocktails, appears to be waning, with the segment “experiencing the largest decrease year-over-year as a warmer weather drink”, according to Drizly.
Elsewhere in the findings, the rising costs associated with going out are pushing consumers in the US to practice “self-bartending” and entertaining at home. Twenty-six per cent of survey responders said they expect to spend more on drinks for home consumption than in the on-premise this year.
Also of note is Drizly’s claim that alcohol consumers “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%)”.
Meanwhile, the no- & low-alcohol segment continues to firm up its footing in the US, with Generation Z and Millennial consumers the most curious. Of the most significant interest this year, the survey found is non-alcoholic RTDs and wine.
“This year’s report found adult beverage consumers adapting to a post-pandemic world, while experiencing the impacts of inflation,” said head of consumer insights, Liz Paquette. “As consumers opt to drink out less, we are seeing a return to ‘self-bartending’ [and] the hosting of gatherings at home.”
The full survey report can be accessed from the company’s website.
How to get in front of US beverage alcohol consumers – Market Intel
