Each week we ask our trusted Insights panel of parents a key question. This week we were interested in finding out if and where parents buy their booze. Take a quick read of this week’s bite-sized insights to find out what parents are saying about buying alcohol.

Would you like business-transforming insights for your brand? Use our tailored panels of engaged parents and our dedicated private platform to gather critical insights to help your decision making and activate customers. Contact us now to find how we can help.

Recommended reading: 5 Key Insights From Women About Buying Alcohol 

We asked our Insights panel of parents to tell us if and where they buy alcohol for home consumption? Here’s how they answered:

  • Supermarket 33%
  • Off-licence 26% 
  • Convenience store or petrol station 18% 
  • Online 17% 
  • I don’t buy, someone else does 7% 

Buying Alcohol

Any further thoughts on buying alcohol?

Comments from our panel members included:

“I usually buy in Northern Ireland as better value.”

“I usually like to avail of offers.”

“I head to Lidl for my alcohol & flowers!”

“I only usually buy from an off licence if I need something specific that you can’t get in a supermarket.”

“Buy mostly in Northern Ireland, Duty Free shops.”

“I think there are too many special offers on alcohol and the sale of the products should be more strictly regulated particularly when it comes to underage drinking and the promotion of binge drinking culture here in Ireland.”

“I prefer to buy in a supermarket or off-licence although I am looking forward to sitting in a restaurant or pub and having a nice beverage with a meal.”

“Buy for special occasions, so it is convienent buying it in a local supermarket.”

“I always purchase from Lidl or Aldi and it’s always their own brand premixed cans. They are affordable and taste just as good as expensive ones.”

“I rarely drink so not really me buying it. My husband drinks wine regularly with family and friends and gets it always from local SuperValu.”

“I usually buy wine from a specialist retailer and beers from the supermarket I happen to be shopping in. I think Tesco has the best wine selection while Dunnes have the best beer selection. I sometimes buy speciality beers/ales in Aldi or Lidl too.”

“I don’t really drink spirits at home but do enjoy an Aperol Spritz during the summer months. I buy it when I see it on offer.”

“Wish it wasn’t so taxed in Ireland. Always annoying to hear family in the UK talking about deals they get on wine and spirits.”

“I try to buy it when it’s on promotion as it’s expensive.”

“Usually buy it when doing the shopping.”

Actionable Insights for Drinks Brands and Retailers

  • Supermarkets top the list of places that parents pick up alcohol for home consumption. Could you offer bundle packs with soft drinks/snacks so parents can pick up their tipple along with treats for the kids for the weekend?
  • Not surprisingly, parents look for offers and discounts on alchohol. If your brand is going into a discount/offer campaign make sure your social media communicates early for them to look out for that or even consider switching to another supermarket to pick up their offer.
  • New smaller size alcohol formats and non-alcoholic options are growing in popularity with parents (hangovers and kids!) so look at new options to offer this segment.
  • Cocktails are popular either in pre-mixed format or made from scratch. Displaying fresh ingredients alongside products to make cocktails and offering a recipe card could help drive up sales.

Would you like business-transforming insights from parents for your business? Use our tailored panels of engaged parents and our dedicated private platform to gather critical insights to help influence consumers to deliver long term profitability. Contact us now to find how we can help.