How Drizly Changed the Game for Beverage E-Commerce
Drizly, a leading beverage alcohol e-commerce platform, and an Uber company, recently released its fifth annual Consumer Trend Report, providing valuable insights into the preferences and behaviors of adult American beverage consumers. The report highlights key trends in drink choices, home entertainment, gifting occasions, the rise of non-alcoholic beverages, and the impact of inflation on the industry. Through its research and strategic partnerships, the brand has managed to change the game for beverage e-commerce.
Drinking habits and inflation
Inflation is affecting consumers’ drinking habits and preferences. According to a recent survey, almost 25% of respondents plan to drink at home more often in 2023 instead of going to bars and restaurants. 26% of respondents intend to spend more money on drinks at home this year, and one in five will be making their own cocktails more frequently. The survey also found that women are feeling the effects of rising bar tabs more acutely than men, with nearly 60% stating that inflation has affected their frequency of going out, compared to 50% of men.
Non-alcoholic beverages
The trend of non-alcoholic beverages is gaining momentum. According to recent data, 50% of participants have tried non-alcoholic drinks such as beer, wine, or spirits. Gen Z and millennials are particularly interested in the non-alcoholic category, with 23% and 24% showing interest respectively. Men show a greater preference for non-alcoholic drinks, scoring at 14% compared to 9% for women. Currently, non-alcoholic beer is the most popular zero-proof drink, but respondents are looking forward to trying non-alcoholic ready-to-drink cocktails and non-alcoholic wine in 2023.
Summer beverage choices
According to the survey, there is a notable shift in drink choices for the summer season. Red wine has emerged as the top choice for 31% of adults surveyed, surpassing traditional options like white wine (28%) and rosé (17%). Ready-to-drink cocktails (22%) and hard seltzers (21%) have seen a decrease in popularity as summer beverages, with consumers favoring light liquor (34%), white wine (28%), and light lager beer (23%). This shift suggests a potential change in consumer perception of ready-to-drink cocktails as a year-round staple rather than solely for warm weather.
Gifts
The report indicates a return to gifting normalcy for major holidays. Smaller occasions such as “just because” and anniversaries have experienced a decrease in gifting drinks, while holidays and birthdays have become the top gifting moments for 2023. Overall, gifting alcohol is expected to be more popular this year, with nearly three-quarters of respondents stating that their gifting of alcohol will either remain the same or increase.
Recommendations
When it comes to trying new beer, wine, or spirit brands, shoppers trust recommendations from people they know, such as friends and family (57%), or bartenders (25%). They are less influenced by social media ads (14%), influencers (8%), or celebrity endorsements (6%). Generation Z prioritizes unique (55%) and sustainable packaging (34%), while millennials prefer brands that are local, small, or family-owned (40%).
Home Entertaining
Home entertaining is expected to see a resurgence in 2023, potentially influenced by inflation. Approximately 21% of respondents stated they plan to host friends and family at home more often this year. Backyard barbeques, casual get-togethers, holiday gatherings, and birthday bashes are the top events they plan to host. Additionally, 47% of respondents said they supply drinks for guests when hosting at home. Gen Z and millennials show a particularly strong eagerness to host in 2023 compared to Gen X and boomers.
