Consumers Looking for Deals, Rum, RTDs in 2023, Survey Shows

It won’t come as a surprise that consumers are on the lookout for drink deals in these days of high inflation.

Thirty-four percent of respondents in a recent survey from alcohol delivery company Drizly said they will proactively shop for drink deals in 2023 because of inflation.

More than 1,000 adults 21 and over who bought alcohol in a recent 90-day span were surveyed by El Segundo, California-based Prodege Decipher for the Drizly survey.

In addition, 38% of retailers said they added more deals, sales and loyalty programs in 2022, according to Drizly’s recent Retail Report.

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Of survey respondents planning to spend the most on wine in 2023, the type of wine they will purchase the most is Champagne, at 23%, followed closely by prosecco and sparkling rose, at 19% each.

Of survey respondents who plan to spend the most on spirits in 2023, 33% cited rum, surpassing bourbon, at 32%, and American whiskey, 31%, and just behind tequila, 35%, as the spirit they will buy the most.

In addition, 34% of respondents ranked rum above whiskey (31%) and gin (17%) as the preferred spirit base for ready-to-drink beverages (RTDs), following only vodka (61%) and tequila (45%).

Nonalcohol RTD cocktails topped nonalcohol categories that respondents think they’ll drink more of in 2023, coming in at 10%.

Respondents also said tequila-based RTDs are the top emerging drink category they want to try in 2023, at 36%. Subsequent categories are hard soda, 34%, hard coffee, 23%, and canned wine, 21%. This indicates the desire for convenient formats, Drizly said.

Forty-seven percent of respondents think they’ll consume RTDs in all seasons in 2023, indicating this format expanding beyond spring and summertime, Drizly said, noting that RTDs have grown more than 400% since 2019 in the spirits category.

What would inspire buying more wine in 2023? Twenty-three percent of respondents said clearer tasting notes, followed by low-calorie options, 21%, organic/natural options, 16%, and more transparency in ingredients, 12%.

Lager will grow in the cold vault, Drizly said, with respondents who plan to spend the most on beer in 2023 saying lager is the beer they’ll buy most, at 38%, with hard seltzer at 37%.

Boston-based Drizly offers beer, wine and spirits delivery from thousands of merchants across 1,400 U.S. cities.