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Analysis
The US bar and nightclub industry includes about 67,290 establishments with combined annual
revenues of $21,292 million. Of the total restaurant industry, the drinking places sector (bars,
taverns and other drinking venues) accounts for 3.2% of the revenue.
The revenue of the drinking places has grown by 1.1% in 2010 and a forecast has been made that in
2011 it will grow by 3.5%. The recession has slowed the overall alcohol consumption in 2009,
however, the market has shown a positive growth in 2010 and the consumer spending on
recreational activities has increased by 1.9%.
A personal income and entertainment need drives the demand for recreational activities. Hence, the
target market is mainly the high income groups and the youths of the country.
The research has captured that 67% of the adults in US consume alcohol. As per a survey conducted
by Gallup, the largest segment of alcohol consumption is within the age group of 18-54 years. The
alcohol intake for the people in the age-group of 55 years and above is comparatively lower than
others.
The Gallup survey also states that the alcohol intake is more for the upper income Americans. The
survey has captured that the people with income level of $75000 and above spent more on alcohols
than their other counterparts.
The drinking pattern varies widely across the demographic groups, like beer are preferred by men
and young drinkers, whereas wine is preferred by the women and the old people.
The beer market has shown a downfall in the first half of 2010 when the volume sold fell by 2.7%.
The total wine sales have increased over the years with Table Wine gaining the top position over
others.
