Technomic Finds Significant Regional Differences in Away-from-Home Adult Beverage Sales

“For instance, we are seeing particular markets where dessert wines and sherry have above-average penetration. Or cities in which mixed drinks and cocktails are more popular than in other markets that don’t otherwise have much demographic differentiation.”

“These numbers are interesting, because some differences can be inferred based on climate or other geographic factors, but other variations would be less obvious to a casual observer,” says David Henkes, Vice President at Technomic. “For instance, we are seeing particular markets where dessert wines and sherry have above-average penetration. Or cities in which mixed drinks and cocktails are more popular than in other markets that don’t otherwise have much demographic differentiation.”

The 2010 Adult Beverage Consumer Trend Report was developed by Technomic to help restaurants and drinking establishments and their suppliers recognize trends, gain consumer insights and identify opportunities for growth in adult beverage sales. Interesting findings include:

• Casual dining restaurants continue to be the concept most frequently visited by away-from-home purchasers of adult beverages.


• Beer is the most popular adult beverage consumed on-premise, compared to wine and spirits. Wine purchases are continuing to gain share, however, as consumers show increased interest in a range of wine varietals.


• Even as menu trends continue to move toward craft/premium and import beers, consumers still report that nearly half of the beer they consume away from home is domestic light beer.

The 2010 Adult Beverage Consumer Trend Report provides an annual overview comprised of four quarterly updates. Included in this report are results from questions regarding on-premise usage of spirits, wine and beer. Also included is a top-line industry overview for beer, wine and spirits at leading full-service and limited-service restaurants. The analysis includes data from Technomic’s MenuMonitor database for the industry’s top 250 chains, and 250 emerging chains poised for substantial growth.

To purchase or learn more about this report please visit Technomic.com or contact one of the individuals listed below.

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