Wine outperforms spirits, beer, cocktails and soft drinks over the Thanksgiving holiday as 39% of U.S. consumers choose to drink wine when out-of-home during the Thanksgiving period, research from Nielsen shows.
Wine benefits from its association with food; 45% of fine diners choose wine, with 44% of them choosing their drink because it complements their food. Upselling is also a strong factor driving wine sales in the fine dining channel, as 70% of fine diners have the propensity to trade up to a more expensive option.
Quality of food and drink is the No. 1 factor driving consumer visitation and spending in the Polished Casual channel.
With 40% of Polished Casual diners choosing their drink because it goes with their meal, wine has a specific advantage over other categories. Eighty percent of consumers in this channel also say brand is significant when choosing a drink, meaning there is a considerable opportunity to sell well-known brands and higher quality wines.
Keeping the wine menu concise, clear and appealing straightforward is also beneficial, Nielsen found, with 63% of Polished Casual visitors chose the restaurant based on the menu. As 89% of Polished Casual diners say that staff and service are important to the experience, it’s also important for Polished Casual staff to be trained in both upselling and recommending wine.
Convenience of location is the second biggest factor driving consumers to a particular Independently Owned outlet, with locals looking for a ‘friendly’ and ‘unique’ experience. 44% of drinkers in the Independently Owned channel choosing their drink because it goes with their food.
With an emphasis on locality, consumers in this channel are also likely to value specific wine / drink menus that feature local brands that will enhance the overall experience of the food specific to their local restaurant.
Crafting a specific Happy Hour special that caters to the increased demand for wine during the Thanksgiving week may be beneficial for sales; 72% of Independently Owned consumers visit the On-Premise between 5PM and 8PM, an ideal time frame for happy hour offers.
“As one of the key holidays of the year, Thanksgiving and the days that surround it represent a great opportunity for suppliers and retailers in the On Premise. This time of year is often bigger for suburban/rural neighborhoods as opposed to urban ones, as many people retreat to their family homes for the holiday. And although the traditional Thanksgiving meal is often a home-based affair, the rest of the week represents a great opportunity for dining-led outlets to drive footfall, and our latest OPUS data reinforces that wine should not be forgotten during the occasion,” says Matthew Crompton, Nielsen CGA’s client solutions director.