Among adults that consumed alcohol in the past month at restaurants, bars and other public venues, approximately 65% ordered mixed drinks, compared to 57% of those who drank domestic beer in the same timeframe. Other alcoholic beverages, including wines and imported beers were ordered significantly less often.
The research, conducted for Technomic's Adult Beverage Insights Group, also found that men are more frequent drinkers and are more likely to order beer. Women, on the other hand, are helping drive the popularity of spirits. Overall consumption is skewed toward 21-29-year-olds.
In total, 48% of consumers report having consumed at least one alcoholic drink away from home in the past 30 days.
"Our numbers indicate that over half of the adult population hasn't had an adult beverage away from home in the past month. We think that spells real opportunities for growth," said David Henkes, Senior Principal at Technomic.
"Chain restaurants actively promote adult beverages and beverage upgrades, contributing to a noticeable bump in recent check averages," noted Henkes. "But operators are always interested in new products and promotions with further consumer appeal."
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