Wine Lovers Respond to Restaurant Promotions

Restaurants may be gradually recovering from the severe blow they were dealt during the Great Recession, but they can always use new ways to increase revenue. Beverages, especially adults drinks such as wine, can be one path to improved profitability. The latest American Express Market Briefing reveals that consumers will order more wine in restaurants if they are offered a deal or lower everyday prices.

More consumers, especially Millennials, are enjoying a glass of wine with their restaurant meals these days. Men tend to favor red wine (40%) while women prefer white wine (29%) in restaurants. Diners generally order a wine they know they will like (67%). But, they’ll also consider the recommendation of a server (36%) or the advice from one of their dinner partners (32%).  A significant number of diners, 38%, say the most they’d be  willing to pay for wine is between $7.50 and $10 a glass.  Price is the key deterrent to additional wine purchases in the restaurant setting. About 40% of wine drinkers said they would order the beverage more frequently if the restaurant offered more deals or specials. 32% said lower everyday prices on wine would be the key to enticing them to order another glass. Consumers are also looking for specials on wine/​food pairings (27%) and a wider variety of wines (27%).

About 26% of U.S. adults drink wine at least once a week according to Ad-​ology Research. The firm’s findings parallel those of the AMEX Market Briefing with respect to the popularity of wine drinking among Millennials. Ad-​ology Research’s data shows that 37% of this audience is between the ages of 18 and 34. While these consumers enjoy dining out for special occasions like Valentine’s Day (29%) or New Year’s Eve (27.8%), at least 42% plan to visit a wine shop in the next 12 months.  Restaurant marketers may be able to reach these consumers with an ad campaign at a local movie theater, an activity that is often part of an evening that includes dining at a restaurant. About 20% of this audience has taken action on an ad seen in a movie theater in the past 30 days, a rate that is 41% higher than average.

AudienceSCAN data is available as part of a subscription to Ad-​ology PRO. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.