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Alcohol Consumers 2020: Safely Imbibing at Home Alcoholic Beverages Were “Essential”Consumers increased their purchases of wine, beer and spirits during the initial pandemic period, according to Wine Intelligence’s COVID-19 Impact Report: Issue #1; however, there were more purchases of bottled water and other non-alcoholic beverages.Somewhat surprisingly, Gen Z members accounted for most of the increase in bottled water and other non-alcoholic beverage purchases while Millennials were purchasing more beer and spirits and men were buying more alcoholic beverages than women.The increase in alcoholic beverage purchases was also evident in the type of packaging consumers were choosing. According to Nielsen data for the 7-week period ending 4/18/20, boxed wine increased 44% and bottles of 1.75-liter spirits increased 47%.Trends in Drinking Alcoholic Beverages, by Generation, April 2020TrendAll AdultsMillennialsGen XBaby BoomersMore16%25%19%8%Approximately the same55%49%57%61%Less19%16%18%22%Don’t know/no opinion9%10%6%8%Morning Consult, April 2020The Wine DrinkerAccording to Silicon Valley Bank’s State of the US Wine Industry 2020 Report, Baby Boomers were the largest consumers of wine (40%) during 2019, followed by Gen Xers (35%), Millennials (17%), Matures (6%) and Gen Zers (2%).The Wine Intelligence COVID-19 Impact Report, Issue #1 found 23% of surveyed regular wine drinkers said “treating themselves to a better quality of wine” would be a higher priority once the pandemic ended.Analysis of five selected Summer 2020 surveys of US markets from The Media Audit found slightly less than 50%, on average, of adults 18+ who had one or more wine drinks during the past week were in the $50K–$150K annual household income bracket.Wine-Consumer Profiles, April 2020Profile*Share of All US Wine DrinkersShare of Total Volume of WineShare of Total Spend on WinEngaged Explorers10%17%30%Premium Brand Suburbans19%29%21%Contented Treaters17%10%11%Social Newbies14%25%26%Senior Bargain Hunters26%12%8%Kitchen Casuals14%7%4%Wine Intelligence, April/July 2020*see page 5 for descriptions of profilesSearching for the Future of Bars and NightclubsAlmost all bars and nightclubs were closed with the arrival of the pandemic, but when various states tried to reopen them, it became quickly evident they were contributing significantly to the spread of COVID-19 and most were ordered to close again. According to Nielsen data, the “velocity” of on-premise alcohol sales was -75% for the week ending 4/4/20; however, by the week ending 9/19/20, velocity had increased +244% since March for opened on-premise operations. With the youngest adults crowding bars/nightclubs during the pandemic, it’s unsurprising 25% of adults 21–34 told Nielsen (Sept. 11–13 survey) they had been out to drink during the last two weeks, compared to 19% of adults 35–54 and 7% of adults 55+.Top 10 Alcoholic Beverages Adults Drank Who Visited Bars and Restaurants During the Past Two Weeks, September 2020BeveragePercentBeveragePercent#1: Red wine24%#6: Vodka15%#2: Domestic non-craft beer21%#7: Imported beer14%#3: White wine20%#8: Whiskey13%#4: Cocktails17%#9: Tequila12%#5: Craft beer17%#10: Rosé10%Nielsen, September 2020 The Spirits DrinkerThe Media Audit’s Summer 2020 surveys of Columbus, OH; Tampa-St. Petersburg, FL; and Minneapolis-St. Paul, MN found adults 25–44 were consistently the largest age group to drink one or more spirits during the last week, or 42.5%, 34.2% and 43.9%, respectively.Changing the consumption to 15 or more spirits drinks reveals the primary age range skews younger to 18–34, or 47.3%, 38.7% and 49.0%, respectively. The household income range also skews lower, or 44.9%, 29.1% and 35.5%, respectively, for incomes $35K or less.Of all African American adults 18+ in Columbus, 24.7% were consuming 15 or more during the past week, compared to 15.7% consuming one or more spirits drinks, and essentially doubled among African American adults 18+ in Tampa-St. Petersburg, or 18.4% vs. 9.8%.Educational Attainment of Adults 18+ Who Had One or More Spirits Drinks During the Last Week, in Selected Markets, Summer 2020Education LevelColumbus, OHTampa-St. Petersburg, FLMinneapolis-St. Paul, MNPercentIndexPercentIndexPercentIndexHigh school or less3.8%757.7%1453.7%99High school graduate20.7%9220.0%9615.9%76Some college21.2%8527.6%9422.8%79College degree33.2%11128.2%9931.6%108Advanced degree20.2%11915.4%9824.7%146Based on The Media Audit’s Summer 2020 surveys (conducted May–August 2020)Shopping and Consumption BehaviorAccording to Nielsen’s On-Premise Report (Sept. 11–13 survey), 52% more consumers ordered a premium drink/brand at a restaurant or bar than prior to the pandemic, compared to 39% who ordered the same premium drink/brand.Unsurprisingly, Numerator’s Retail Sales Index for liquor purchases increased significantly the week of 9/6/20 (Labor Day) to 160 from the previous week’s 114, although liquor shopping trips remained stable with an index of 100.The Wine Intelligence research and study found 27% of US wine drinkers said they were more likely to drink alcoholic beverages after COVID-19 restrictions had ended while 15% said they are less likely and 58% they wouldn’t change this behavior.What Measures Bars & Nightclubs Will Have to Implement for Frequent Patrons* to Feel Comfortable About Returning, May 2020MeasurePercentMeasurePercentProvide hand sanitizer38%Create space between patrons28%Provide disinfecting wipes34%Contactless payment28%Sanitize between patrons33%Offer face masks27%Allow fewer people to enter31%Check patrons’ temperature23%Visibly wipe surfaces29%MRI-Simmons, June 2020 *one of more times/monthThe Beer DrinkerAccording to The Media Audit’s Summer 2020 surveys for Dayton, OH; Southern New Hampshire; and Sarasota-Bradenton, FL, 58.3%, 61.2% and 65.2%, respectively, of men 18+ drank one beer or more during the past week.In Dayton and Southern New Hampshire, the largest target audience (one or more beers) were 25–44, or 40.4% and 34.5%, respectively; however, a strong secondary audience was 55–64 at 18.7% and 21.6%, respectively.Since the Sarasota-Bradenton population skews older, so did those adults 18+ who drank one or more beers last week: 35.3% of those 35–54 and 44.8% of those 55+, compared to 23.1% of those 25–44.Household Income of Adults 18+ Who Drank One or More Beers During the Past Week, in Selected Markets, Summer 2020Household IncomeDayton, OHSouthern New HampshireSarasota-Bradenton, FLPercentIndexPercentIndexPercentIndex$25K or less19.7%8711.6%8712.9%91$25K–$50K22.3%9323.1%10313.8%72$50K–$100K35.4%10829.3%8942.9%106$100K–$200K18.8%10428.2%11123.4%126$200K+2.8%1067.8%1247.1%114Based on The Media Audit’s Summer 2020 surveys (conducted May–August 2020)More Valuable InsightsAnother group of useful data from The Media Audit surveys in this Profiler is the Media Day Analysis of adults 18+ who drank one or more servings of wine, spirts and beer during the past week.Media-Day Analysis of Adults 18+ in Selected Markets Who Drank One or More Serving of Wine During the Last Week, 2020MediaNashville, TNDetroit, MIPittsburgh, PATarget Market MinutesPercentIndexTarget Market MinutesPercentIndexTarget Market MinutesPercentIndexTelevision226.8028.2%92259.9527.3%98267.5331.4%98Internet (no email) 200.1324.9%98199.7821.0%96197.7723.2%107Radio155.8719.4%110144.0615.2%105136.0916.0%101Email121.3315.1%116118.5412.5%114104.6412.3%122Billboards99.3512.4%145113.8412.0%16750.705.9%127Newspaper*114.4112.0%12295.5311.2%130Based on The Media Audit’s Spring/Summer 2020 Surveys*newspapers not included in Nashville survey question)Media-Day Analysis of Adults 18+ in Selected Markets Who Drank One or More Serving of Liquor/Spirits During the Last Week, 2020MediaMinneapolis-St. Paul, MNTampa-St. Petersburg, FLColumbus, OHTarget Market MinutesPercentIndexTarget Market MinutesPercentIndexTarget Market MinutesPercentIndexTelevision227.4431.8%96259.6628.0%95240.2725.1%96Internet (no email)175.9324.6%96207.8922.4%98215.3622.5%107Radio 151.1321.1%102164.2417.7%112170.7317.8%115Email 94.3313.2%116112.5812.1%113115.1512.0%120Billboards66.219.3%15166.187.1%13694.279.8%132Newspaper*117.3012.6%124121.9112.7%133Based on The Media Audit’s Summer 2020 Surveys *newspapers not included in Nashville survey question)Media-Day Analysis of Adults 18+ in Selected Markets Who Drank One or More Serving of Beer During the Last Week, 2020MediaSouthern New Hampshire*Dayton, OHSarasota-Bradenton, FLTarget Market MinutesPercentIndexTarget Market MinutesPercentIndexTarget Market MinutesPercentIndexTelevision235.3826.9%95258.9628.8%94257.3830.9%102Internet (no email) 202.8123.2%102206.0622.9%105191.8123.0%108Radio 130.9915.0%103156.0417.3%118134.3516.1%106Email104.6011.9%111110.8312.3%11990.2510.8%95Billboards112.6912.9%14755.176.1%12170.988.5%93Newspaper89.1310.2%105113.1712.6%12288.9010.7%105Based on The Media Audit’s Summer 2020 Surveys*Southern New Hampshire includes Belknap, Cheshire, Hillsborough, Merrimack, Rockingham and Stafford countiesWine-Consumer Profiles (US Wine Intelligence)Engaged Explorers: “Frequent and involved wine drinkers, high spenders typically in their 30s and 40s”Premium Brand Suburbans: “Mid- to older-age, frequent wine drinkers, with a low spend, sticking to wines and brands they know”Contented Treaters: “Older-than 45s with high levels of wine knowledge, more value-oriented”Social Newbies: “Youngest segment, more likely to drink wine in on-premise and social settings and seek advice”Senior Bargain Hunters: “Older, knowledgeable drinkers purchasing a narrow repertoire at low prices”Kitchen Casuals: “Infrequent wine drinkers who tend to look for lowest prices in a limited repertoire”Please read this complementary Profiler for more information and insights.Wine and Spirits 2020Sources: Google Drive (for Wine Intelligence)Website, 9/20; Morning Consult Website, 9/20; Nielsen Website, 9/20; Hubspot (for Nielsen and MRI-Simmons) Website, 9/20; Silicon Valley Bank Website, 9/20; The Media Audit Website, 9/20; Numerator Website, 9/20.Updated: September 2020? 2020 Media Group Online, Inc. 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