In the on-premise arena, research confirms value is in fashion, said Mike Ginley, partner at Next Level Marketing, Westport, Conn., during his presentation at last month’s International Wine, Spirits and Beer Event at the National Restaurant Association Show in Chicago. The company’s research shows that when consumers go out, which is less often than they used to, frequently they order only one drink, Ginley said.
However, the consumer definition of value is a combination of price and quality; meaning that on-premise consumers aren’t always buying the lowest priced drinks, Ginley said. Instead, many think, “If I’m only going to have one drink, let’s make it good.”