While laws vary by state and product type regarding alcoholic beverages, it has not deterred marketers from running promotions or leveraging social media. The Inmar Analytics team recently studied 2016 and 2017 transaction data and over 26,000 shoppers who had made a purchase in the alcohol category, often referred to as the adult beverage category. This category includes beer, wine and spirits. We looked at the data from a cross-generational perspective.
The adult beverage category and e-commerce is a hot topic.
Retailers and manufacturers are seeing growth in the space and are focused on developing marketing strategies, and for good reason.
Eighty-four percent of shoppers in the alcohol category have purchased products online, which is 38 percent higher than overall shoppers at 61 percent.
With home delivery being the ultimate choice for convenience, it is no surprise that when asked which method of delivery they used, 46 percent of alcohol shoppers had their products delivered to their homes or another address, while 37 percent picked up their order inside the store, and 17 percent picked up their order curbside. And a whopping 9 percent of shoppers said they have done this twelve times or more, pointing to the willingness shoppers have to pick-up their items if they can save time by ordering their products online.
Alcohol shoppers who used a coupon are different from overall coupon users.
This group is dominated by educated (68% have a bachelor’s degree or higher) Millennials (72%) that are married or living with a partner (77%). They are employed full-time (68%) and over half of the group reported being male (56%) and having a household income of $75,000 a year or more (57%). Did we mention that this group also has more newspaper subscribers than overall shoppers? 51% of alcohol shoppers reported subscribing to a newspaper while 33% of overall shoppers do so. This description is not what typically comes to mind when thinking about coupon users.
When asked about looking for digital coupons, again, 90% of alcohol shoppers said they looked for those incentives, while only 74% of overall shoppers said the same. One of the main differences between alcohol coupon users and all coupon users is that 25% of alcohol coupons users found their coupons in-store vs. 11% for all coupon users.
Alcohol shoppers are social.
When we asked shoppers how they interacted with brands and stores on social media, shoppers in the alcohol category were much more engaged compared to overall shoppers.
- 75% of shoppers claimed to look at a store’s social media page
- 74% of shoppers claimed the same for brand pages–and they are doing it in every step of their shopper journey.
- 31% of overall shoppers reported they were engaged across brand and store social media offerings
And Collective Bias, the Inmar influencer company, has found influencer campaigns aimed at the adult beverage category typically outperform the general food campaign category. At Collective Bias, for the beer, wine, and spirits category, compared to the Food/Beverage category overall. Engagements were highest on Facebook (36%), but Pinterest and Instagram were followed closely behind with 34% and 27% of engagements, respectively.
Adult beverage shoppers are adventurous shoppers.
They love to buy grocery products they haven’t tried before (71% vs. 56% of all shoppers), and they generally do not find advertising manipulative (37% vs. 47% of all shoppers find advertising more manipulative than informative). This suggests this group of shoppers can be influenced to switch brands and try products that are new to the market.
However, 70% of alcohol shoppers say that buying established, well-known brands assures them of getting the highest quality product (vs. 53% of all shoppers).
In conclusion, the adult beverage category is evolving quickly.
Clearly the use of digital and e-commerce signals change for the adult beverage category. And there are dynamic differences that are important for marketers to take note of in the adult beverage consumer as compared to overall shoppers.