Beverage Census: Beer & Wine
While 19% of consumers overall are ordering more beer than a year ago, this percentage climbs to 40% for Gen Y, 35% for those earning less than $20,000 a year and 28% for Northeastern residents.
By Allison Perlik -- Restaurants & Institutions, November 1, 2008
The Facts: BeerWhile 19% of consumers overall are ordering more beer than a year ago, this percentage climbs to 40% for Gen Y, 35% for those earning less than $20,000 a year and 28% for Northeastern residents.Overall, 21% are ordering less beer, especially women (27%), Gen X (27%) and those living in the West (31%).Notable beer categories operators say are increasing in sales include microbrew tap and bottled beers (for 22% and 21% of operators, respectively), imported bottles and tap beer (25% and 21%, respectively) and seasonal brews (14%).Among beers consumers would like to order more but don’t typically see on menus are seasonal brews, flavored beers, organic beers and flights.For both beer and wine, cost is the biggest reason among customers who say they’re ordering less often, but the expense factors much more into wine orders than beer.The Facts: WineOverall, 21% of consumers are ordering more wine than they did a year ago, including 39% of Gen-Y diners and 29% of Gen-X diners; 16% of consumers are ordering less wine.Overall, domestic white wines just edge domestic reds among operators’ top sellers, but red wines slightly outpace whites when it comes to increasing sales.Women, matures and diners earning $35,000 per year or more are significantly more likely to order wine by the glass than other consumers.In fine dining, perhaps best illustrative of up-and-coming trends, domestic reds and whites are increasing in sales most (for 36% and 29% of operators, respectively), followed by imported reds (26%), champagne and sparkling wine (16%), imported whites (14%), imported rosés (13%) and half-bottles (11%).Among wines consumers would order but don’t typically see on menus are organic, champagne and sparkling wine, imported white wines and sake.
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