On-premise sales rise - Currents

Cheers, June, 2003

There's no shortage of shots being poured and Martinis being mixed at bars, restaurants and hotels throughout the United States. Just last year, consumers spent $67.8 billion on alcoholic beverages consumed on-premise, a 7.7 percent increase in sales from last year, according to the Cheers On-Premise Handbook 2003, published by the Adams Beverage Group. Within the last decade, beverage alcohol sales gave grown more than twice the rate of case sales and faster than at off-premise outlets. This boom in business has much to do with consumers' growing interest in premium and super premium spirits, wines and beers. "Consumers are eager to pay more for the quality--and/or the status--that top brands convey," says Robert Keane, director of publishing services for the Adams Beverage Group.

Even the most popular drink among consumers, the Margarita, is facing competition from classic cocktails, such as the Martini, Cosmopolitan and Manhattan. Absolut, as well, known as the dominant liquor brand in restaurants and bars, is losing Out to premium vodkas such as Ketel One and Grey Goose.

To keep up with the trends in beverage alcohol consumption, check out the newly released Cheers On-Premise Handbook 2003.

Call 847-885-3429 for copies.