Introduction
Consumers across the US and Europe are cutting their consumption of alcohol in bars, restaurants, cafйs, hotels and nightclubs. But on-trade alcohol revenues still rose to US$383 billion in 2005, and the number of going-out occasions rose to 34.8 billion. The core on-trade consumer groups and behaviors are changing, and industry players need to adjust to this new landscape.

Scope
Analysis of the number of on-trade alcoholic drinking occasions between 2000 and 2010, broken down by country and by time of week
Quantitative data covering on-trade alcoholic drinks sales value and volume between 2000 and 2010, broken down by country and category
Demographic data segmenting on-trade alcoholic drinks consumption 2000 and 2010, broken down by age group and by gender
Detailed action points offering practical strategies based on the trends and insights analyzed in the report
Highlights
Between 2000 and 2005, the total number of on-trade alcoholic drinks occasions rose in both Europe and the US, reaching a total of 26.2 billion occasions in Europe and 8.6 billion occasions in the US. However, average consumption per occasion fell from 54ml of pure alcohol in Europe to 51m, while the US average fell from 79ml to 77ml.

The on-trade consumption gap between male and female drinkers is narrowing in Europe and the US, driven by changing demographics and by the increased attractiveness of the on-trade to female drinkers. Between 2005 and 2010, women's share of US drinks consumption will rise by 0.5% a year, while their share in Europe will grow at 1.6% a year.

The on-trade is going through a period of major transition. There are still strong opportunities for alcoholic drinks marketers and venue proprietors to make profits in the on-trade, but players need to focus on adapting to the changes that are happening and those that will inevitably happen.

Reasons to Purchase
Obtain exclusive data concerning on-trade alcoholic drinks occasions, sales value and volume, and consumption segmented by gender and age group
Understand the attitudes driving changes in consumers' on-trade alcoholic drinks consumption behavior
Improve your marketing strategy by tailoring alcoholic drinks in the on-trade to the fastest-growing occasion types and consumer groups