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Who Buys Source

According to a Gfk MRI study, the top 10 metro areas for adults who visited a bar/nightclub in the past year: 1. Minneapolis-St. Paul, MN; 2. Omaha, NE; 3. Milwaukee, WI; 4. Grand Rapids-Kalamazoo-Battle Creek, MI; 5. Chicago, IL; 6. Cleveland-Akron-Canton, OH; 7. Madison, WI; 8. Cincinnati, OH; 9. Detroit, MI; 10. Des Moines-Ames, IA. 

Marketing Daily, 2012

Profiling adults 18+ who visited a bar/nightclub at least once in the past year, along with those patrons who regularly visit a bar 2-3 times a month:
 

GfK MRI, 2011

Of those adults 18+ who went to a bar/nightclub at least once in the previous year, 50.7% were men and 49.3% were women.

GfK MRI, 2011

Adults 18+ who visited a bar/nightclub at least once in the past year, by age group: 18-24, 19.0%; 25-34, 28.3%; 35-44, 20.6%; 45-54, 18.0%; 55-64, 9.7%; 65+, 4.4%.

GfK MRI, 2011

Adults 18+ who went to a bar/nightclub at least once in the past year, by income bracket: $100,000+, 33.3%; $75-99,999, 16.5%; $60-74,999, 12.3%; $50-59,9999, 8.4%; $40-49,999, 7.8%; $30-39,999, 7.3%; $20-29,999, 7.1%; under $20,000, 7.3%.

GfK MRI, 2011

Adults 18+ who patronized a bar/nightclub at least once in the previous year, by race: White, 80.3%; Black, 8.6%; Other, 11.1%; Hispanic origin, 11.3%.

GfK MRI, 2011

Adults 18+ who visited a bar/nightclub at least once in the past year, by region: Northeast, 19.6%; Midwest, 27.5%; South, 31.4%; West, 21.5%.

GfK MRI, 2011

Adults 18+ who went to a bar/nightclub at least once in the past year, by marital status: Single, 36.4%; married, 49.4%; separated/widowed/divorced, 14.2%.

GfK MRI, 2011

Of those adults 18+ who routinely go out to a bar or nightclub 2-3 times a month, 49.6% are men and 50.4% are women.

GfK MRI, 2011

Adults 18+ who regularly visit a bar or nightclub 2-3 times per month, by age group: 18-24, 23.6%; 25-34, 28.0%; 35-44, 18.3%; 45-54, 16.4%; 55-64, 9.1%; 65+, 4.6%.

GfK MRI, 2011

Adults 18+ who average 2-3 trips to a bar or nightclub each month, by income level: $100,000+, 34.3%; $75-99,999, 15.6%; $60-74,999, 12.1%; $50-59,999, 8.1%; $40-49,999, 7.7%; $30-39,999, 7.1%; $20-29,999, 8.1%; under $20,000, 7.0%.
 

GfK MRI, 2011

Adults 18+ who regularly go out to a bar or nightclub 2-3 times a month, by race: White, 79.1%; Black, 8.1%; Other, 12.8%; Hispanic origin, 13.4%.

GfK MRI, 2011

Adults 18+ who go to bars or nightclubs 2-3 times each month, by region: Northeast, 17.5%; Midwest, 30.9%; South, 28.3%; West, 23.3%.

GfK MRI, 2011

Adults 18+ who routinely visit a bar or nightclub 2-3 times a month, by marital status: Single, 43.2%; married, 43.2%; separated/widowed/divorced, 13.6%.

GfK MRI, 2011

When They Buy Source

Monthly sales in bars/nightclubs (3-year average, 2009-2011): January, 7.7%; February, 7.7%; March, 8.7%; April, 8.3%; May, 8.5%; June, 8.4%; July, 8.9%; August, 8.5%; September, 8.3%; October, 8.6%; November, 8.0%; December, 8.4%.

U.S. Department of Commerce, 2012

According to 2012 research by Next Level Marketing, only 17% of the decisions of what to drink when visiting a bar or restaurant are made prior to visiting the establishment, with 83% being made after arriving.

Nightclub & Bar, 2012

May is Tavern Month.

Nightclub & Bar, 2012

A study by Nightclub & Bar magazine found that the day before Thanksgiving is one of the busiest bar days of the year.

Nightclub & Bar, 2011

Why They Buy Source

According to a 2012 survey of on-premise alcohol consumers, conducted by Next Level Marketing, 60% of the respondents said they had attended a happy hour promotion in the past 90 days, with 82% saying that happy hours are at least "somewhat important" when choosing what location to visit.

Nightclub & Bar, 2012

According to a 2011 survey by Next Level Marketing, 59% of the adult respondents said they visited a bar or restaurant because of a promotional offer, up from 46% the previous year. Sixty-seven percent of the survey participants indicated they preferred promotional offers with a fixed price vs. an offer of $1 off an unspecified price.

Nightclub & Bar, 2011

Based on a survey by the National Restaurant Association, the most important factors cited by patrons in choosing which bar or restaurant to visit for watching NCAA basketball tournament games: Bar/restaurant is offering special-price deals, such as happy hour, during the games, 34%; bar/restaurant has the best selection of televisions, 25%; bar/restaurant has the best food and drink choices, 19%; it's their favorite bar, regardless of the occasion, 17%; bar/restaurant is a place where fans of their favorite team tend to gather, 4%; don't know, 1%.

National Restaurant Association, 2011


What They Buy Source

According to a 2012 survey of the 100 bars/nightclubs with the highest sales volume in the U.S., spirits generated the most alcohol sales among the venues (56%), followed by beer (32%) and wine (12%).

Nightclub & Bar, 2012

According to a survey of bar managers, conducted by The Beverage Information Group, the three most popular mixed drinks in 2011 were (1) Margarita, (2) Martini, and (3) Rum & Coke.

The Beverage Information Group, 2012

Based on a survey of bar managers by The Beverage Information Group, the most-requested brand of spirts in 2011 was Absolut vodka, while Grey Goose was a close second.

The Beverage Information Group, 2012

According to a 2012 survey of on-premise alcohol consumers, conducted by Next Level Marketing, 70% said they order beer at a bar or restaurant at least once every 3 months, while 72% and 75% have ordered cocktails or wine, respectively. 

Nightclub & Bar, 2012

A survey of bar managers, conducted by The Beverage Information Group, showed that Corona edged out Heineken as the best-selling imported beer, while Sam Adams was the most popular craft beer.

The Beverage Information Group, 2012

A 2012 Technomic survey determined that 28% of on-premise patrons tried a new drink on their most recent on-premise occasion. Millennials had the highest rate of trial, with 41% of younger Millennials (ages 21-25) and 35% of older Millennials (ages 26-35) reporting a new drink experience during their last on-premise occasion. A quarter of consumers between 36 and 45 tried a new drink, as the rate declined among older consumers.

Technomic, Inc., 2012

According to a survey of bar managers by The Beverage Information Group, chardonnay remained the best-selling category of wine in 2011 because consumers find it easy to order and drink.

The Beverage Information Group, 2012

According to a report by The NPD Group, Grey Goose ranks as the preferred brand among both men and women who drink vodka away from home. Following Grey Goose are: 2) Absolut; 3) Smirnoff; 4) Ketel One; and 5) Stoli/Stolichnaya.

The NPD Group, 2012

Based on a 2012 survey of on-premise alcohol consumers, 60% indicated they are either "very or somewhat" interested in "skinny" or low-calorie cocktails.

Next Level Marketing, 2012

According to a 2011 survey by Next Level Marketing, consumers are equally interested in beer, wine and spirits promotions from bars and restaurants. However, males are more interested in beer and females are more interested in offers involving spirits and wine.

Nightclub & Bar, 2011

Where They Buy Source

According to a 2012 survey of the 100 highest-grossing bars/nightclubs in the U.S., compiled by Nightclub & Bar magazine and Technomic, 25 of the venues were located in California, while 22 were in Las Vegas (including 8 of the top 10).

Nightclub & Bar, 2012

Business Trends Source

Based on a study by Technomic, Inc., overall on-premise consumption of beer, wine and spirits is predicted to increase 2.4% in 2012. The report says that wine will see the highest rate of growth in 2012 at 3.5%, while sales of spirits-based drinks will climb 2.3%, with beer increasing 2.2%. Technomic expects alcohol sales in bars and nightclubs will increase 1.7% in 2012.

Technomic, Inc., 2012

Sales generated by alcoholic beverage drinking places/bars increased to $21.172 billion in 2011, up 2.5% from the 2010 total of $20.646 billion. The category's sales amounted to $20.011 billion in 2009. 

U.S. Department of Commerce, 2012

A survey conducted by Next Level Marketing concluded that 64% of on-premise alcohol consumers are spending the same amount or more at bars and restaurants in 2012 when compared with 2011.

Nightclub & Bar, 2012

According to the 2012 Nightclub & Bar Top 100, a listing of the 100 highest-grossing bars/nightclubs in the U.S. as compiled by Nightclub & Bar magazine and Technomic, these 100 venues generated sales of $1.4 billion in 2011, up 9.2% from the previous year.

Nightclub & Bar, 2012