The Harris Poll, in partnership with eMarketer, released a report today that offers fresh insights into Americans’ beverage choices when dining at restaurants.
The report found that the majority of Americans who dined out in the last 30 days—seven-in-10 (69%)—ordered at least one alcoholic drink.
Types of Drink Orders
While water and soda unsurprisingly topped the list of beverage orders over the last 30 days, cocktails came in third at 50% of orders, followed closely by beer (49%), spirits (46%), and wine (45%).
Further down the list, mocktails (33%) and N/A alternatives (32%) make an appearance, reflecting consumers' ongoing interest in this beverage category, which can offer a chance to upsell LDA consumers out of their typical soda or water orders.
THC/CBD beverages, a burgeoning category, rounded out the list at 23%. This category is marked by evolving regulations and some barriers to entry as the legality of serving THC beverages in restaurants depends heavily on state and local regulations.
Generational Differences
Americans’ restaurant beverage orders are also marked by plenty of generational differences.
Millennials: 50% of Millennials name an alcoholic drink as their go-to restaurant order. They are also loyal repeat customers, ordering significantly more repeat alcoholic beverages at restaurants over the past month than other groups. According to the Harris Poll, this makes Millennials the most valuable target for alcohol sellers.
Gen Z: In contrast, only 25% of Gen Z names an alcoholic drink as their go-to restaurant beverage order. Instead, the majority (32%) gravitate to soda. They also have a particular interest in novelty and "Instagram-worthy" beverages, so this generation may require a greater mix of beverage options to pique their interest.
Gen X: Second only to Millennials, 40% of Gen Xers name an alcoholic drink as their go-to restaurant beverage.
Baby Boomers: Edging out Gen Z by only a point, 26% of Baby Boomers name an alcoholic drink as their go-to restaurant beverage, although the majority (31%) prefers water.
"We're watching two different philosophies play out at the same table," says Libby Rodney, chief strategy officer at The Harris Poll. "Millennials treat alcohol as their ticket to transform ordinary meals into curated experiences, while Gen Z approaches drinking like a strategic choice—they'll sip a craft cocktail or a soda with equal enthusiasm, depending on what fits their mood and wallet."
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