Shaken Not Stirred: How Consumer Behavior on Alcohol Has Shifted During COVID-19

With Coronavirus lockdowns just beginning to lift and social distancing still in effect, people are making sure they’re stocked up on the essentials—including alcohol! After all, virtual happy hours can be just as fun as the in-person ones. Here at Quotient, we’ve broken down wine and liquor consumer data comparing sales data from January and February to March and April 2020 to deliver insight into consumer behavior on alcohol during COVID-19.

The following infographic was designed to help you understand the changes in consumer behavior and plan ahead for your upcoming spring and summer campaigns. For further insights, reach out to your Quotient representative or contact us at communicatio[email protected]

Infographic showing how consumer behavior on alcohol has shifted during COVID-19

Data shows that consumers bought more alcohol during March and April compared to pre-COVID times. If you want to learn more about how our exclusive point-of-sale data can help you develop a winning data-based strategy, reach out to your Quotient representative or contact us at [email protected]

Infographic Transcript
Wine

Wine sales increased by 34% in March and April

The top states with increases in wine sales include Puerto Rico (55%), Connecticut (54%), West Virginia (52%), Kentucky (52%), and Mississippi (50%)

In the months of March and April, red wine had 48% of sales, white wine had 44% of sales, and rose had 7% of sales.

Imported red wines with high sales are from Italy, Australia, Argentina, Chile, and Spain in the month of March and April

Imported white wines with high sales are from Italy, Australia, Spain, France, and New Zealand in the month of March and April

Chardonnay (white) has the highest sales for the months of March and April followed by Cabernet Sauvignon (red).

Liquor

Liquor sales increased by 38% in March and April. Bourbon sales increased by 38%, Tequila sales increased by 38%, and Vodka sales increased by 34% from January/February to March/April.

The top states with increases in liquor sales include West Virginia (94%), Kentucky (88%), Michigan (75%), Georgia (72%), and Connecticut (72%).

New Jersey (96%), Kentucky (95%), West Virginia (89%), and Michigan (85%) are among the top states with an increase in sales of Bourbon.

Kentucky (142%), West Virginia (127%), Michigan (167%), and Mississippi (116%) are among the top states with an increase in sales of Tequila.

Kentucky (72%), West Virginia (90%), Connecticut (68%), and Georgia (85%) are among the top states with an increase in sales of Vodka.

Georgia leans towards Tequila (97%) and Vodka (85%) when compared to the increase in Bourbon (38%).

New Jersey leans towards Bourbon (96%) when compared to Vodka (20%) and Tequila (46%).

Methodology

Baseline: 1.1.20 – 2.29.20. COVID impact dates: 3.1.20 – 4.30.2020. Quotient internal data is based on sales revenue. Category information: IRI. Alcohol laws vary state to state and COVID-19 pandemic restrictions/ordinances can vary from county to county. These laws, restrictions, and ordinances may have an effect on these metrics.

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