Premium alcohol boosts on-premise sales
Consumers are 'drinking less but drinking better,' Technomic reports
Although consumers continue to control their spending on-premise, thereby slowing growth in the channel, premium adult beverages are bringing momentum to the segment, according to Chicago-based Technomic Inc.’s 2013 BarTAB Report. In particular, higher-priced spirits and beers are growing in restaurants and bars, it reports.
In 2012, the on-premise channel grew 0.7 percent in total volume to reach 1.9 billion gallons, and sales rose 3.5 percent to $97.3 billion, it notes. However, Technomic projects there will be slight declines in volume but continued dollar growth in 2013 and 2014.
“Two seemingly opposing trends are at play,” explained Eric Schmidt, director of research at Technomic, in a statement. “The slow economy and a level of uncertainty have some consumers reducing their visits to or spending in restaurants and bars, while at the same time their interest in more complex flavor experiences is prompting them to continue exploring more expensive products, such as single-malt Scotch, imported vodka and craft beer. It’s reminiscent of the ‘drinking less but drinking better’ trend of the early 1990s.”
One-quarter of total alcohol volume and half of sales occur in the on-premise channel, Technomic reports. Beer remains the largest category in both volume and dollar sales. Following a decline in 2011, beer expanded in volume in 2012, but the major domestic beer categories have continued to decline in 2013, it says.
However, spirits was the fastest-growing alcohol segment in restaurants and bars in 2012, expanding 1.9 percent in volume and 5.6 percent in dollar sales, Technomic reports. Although total spirits volume was expected to be flat by year-end 2013, several higher-priced categories continued to grow, it notes. Additionally, wine’s growth trajectory is slowing overall, but its largest segment, domestic table wine, is posting ongoing gains, the market research firm asserts.
Spirits, wine and beer appear to be competing more directly for on-premise occasions, Technomic notes. In particular, competition between spirits and beer for millennial consumer drink purchases has increased, it reports.
“Millennials seem to be making drink choices in restaurants and bars more on the basis of desiring a particular flavor experience or as the result of influencers such as the occasion, food being ordered, or promotions [rather] than due to loyalty to a particular type of drink,” said Donna Hood Crecca, senior director at Technomic, in a statement. “Their adult beverage portfolio is broad and varied — millennials are driving many of the trends occurring in spirits, wine and beer, including the growth of premium and above-premium products.”
Drinking to save lives
Last month, Sage Restaurant Group partnered with (RED) to help combat AIDS during World AIDS Month. As a result, its restaurants nationwide offered cocktails made with Louis Vuitton Moët Hennessy’s premium Belvedere (RED) Special Edition vodka. In Denver, Second Home Kitchen + Bar offered its customers “Inspi(RED)” cocktails for $12. The drink featured fig-infused Belvedere (RED) vodka, aperol, orange bitters, Peychaud’s bitters and Leopold Bros American Orange Liqueur topped with Gloria Ferrer Va Di Vi Champagne and garnished with an orange peel. Half of the profits from every Belvedere (RED) Special Edition bottle purchased by Sage Restaurant Group went directly to the (RED) organization.
Ringing in the new year
Diageo’s Ciroc vodka brand teamed up with master mixologist and chef Richard Ingraham to create cocktail recipes for the new year. Its Red Berry Mule cocktail is a premium offering for on- or off-premise consumption.
1.5 ounces of Ciroc Red Berry
1 ounce of pomegranate juice
0.75 ounces of simple syrup
0.5 ounces of lemon juice
1 dash of bitters
1. Combine all ingredients. Shake and strain.
2. Top with 2 ounces of ginger beer.
3. Garnish with berries.