August Global Outlook on Serving and Selling Alcohol Beverages Responsibly

Transcription

1 August 2014 Outlook on Serving and Selling Alcohol Beverages Responsibly

2 Objectives Anheuser-Busch InBev (AB InBev) has commissioned this international survey on the impact of bartenders, waiters and store clerks in encouraging responsible drinking behavior. The survey, conducted by Brunswick Insight, looked at the prevalence of ID checking and the attitudes toward responsible serving and selling of alcohol beverages. The results reinforce AB InBev s efforts to educate servers and sellers, which builds a culture of responsible drinking and helps to prevent the harmful use of alcohol. By the end of 2014, AB InBev aims to train more than 1,000,000 servers and sellers globally. 1

3 Research Methodology Argentina Belgium Brazil China Germany Mexico UK US Survey Dates August 20-22, 2014 August 21-25, 2014 August 21-25, 2014 August 21-25, 2014 August 20-22, 2014 August 20-22, 2014 August 18-20, 2014 August 18-20, 2014 Sample Size Margin of Error 4.66% 2.96% 2.98% 2.83% 2.87% 2.98% 2.87% 3.00% Audience Adults of Legal Drinking Age Method Online 2

4 Executive Summary

5 Executive summary 30 30% 3 36% 45% The average ID is checked 30 times a year. Men are 30% more likely than women to be asked to show identification. Most consumers either don t mind (3) or are flattered (15%) when asked to show identification. More than one in threepeoplewould want responsible drinking suggestions from a seller. Adults around the world are open to servers suggestions when it comes to getting a safe ride home. 23% Shakira is ranked the world s most popular celebrity designated driver, followed closely by Kate Middleton (22%) who was voted the second most popular. 4

6 ID Checks Most respondents are asked to show identification 30 times a year. The U.S. leads the world in identification checks.

7 Every day, more than 30 million people have their identification checked when they purchase alcohol beverages UK = 900 Thousand Belgium = 100 Thousand Germany = 1.1 Million US = 4.4 Million Mexico= 1.6 Million China = 19.1 Million Argentina = 600 Thousand Brazil = 2.2 Million = 1 Million Daily ID Checks Estimates of daily identification checks in each country. All estimates are based on polling and publicly available demographic data. 6

8 Most people get carded 30 times a year, and rarely more than 5 times a month. Average Checks in a Year Argentina Belgium Brazil China Germany Mexico UK US time a month 3 51% 42% 3 27% 47% 45% 40% 31% 1-5times a month 54% 58% 44% 51% 56% 54% 68% 52% 51% 6+ times a month 4% 2% 2% 5% 5% 1% 6% 3% 10% Do Not Purchase Alcohol Beverages 42% 40% 55% 45% 38% 45% 26% 45% 40% % Selected 0%- 10%- 1 20%- 2 30%- 3 40%- 4 50%- 5 60%- 6 70%- 7 80%- 8 90%- 100% QUESTION: Within the last month, how many times have you been asked to show your identification when purchasing alcohol beverages at a bar, restaurant, club, or store? 7

9 Americans between the ages of have their identification checked the most; almost 100 times in a year Average Identification Checks Per Year QUESTION: Within the last month, how many times have you been asked to show your identification when purchasing alcohol beverages at a bar, restaurant, club, or store? 8

10 ly, men will have their IDs checked 8 more times each year compared to women; Argentina and Brazil show the closest gender balance while Belgium, the US, and Germany show the greatest gender bias Average Yearly Checks for Men Argentina 95% Belgium Brazil China Germany Mexico UK US % 55 86% Average Yearly Checks for Women 88% 62% 91% QUESTION: Within the last month, how many times have you been asked to show your identification when purchasing alcohol beverages at a bar, restaurant, club, or store? 9

11 After age 24, men are consistently more likely to be asked to show their ID than women Average Identification Checks Per Year: Men Average Identification Checks Per Year: Women QUESTION: Within the last month, how many times have you been asked to show your identification when purchasing alcohol beverages at a bar, restaurant, club, or store? 10

12 Feeling About Identification Checks Most respondents didn t mind having to show an ID to purchase alcohol beverages.

13 While most adults don t mind being asked to show ID, in some countries the response can vary 3 of people Didn t Mind China and Mexico are the most surprised (41%) Americans are the most flattered (26%) Germans are the most irritated (18%) QUESTION: Thinking about the last time you were asked to show your identification when purchasing alcohol beverages, how did the experience make you feel? Possible Responses: I didn t mind, Flattered,Surprised,Irritated, Embarrassed 12

14 In almost all countries, both men and women are likely to say they didn t mind showing their identification to purchase alcohol I didn't mind 50% 57% Surprised 33% 28% Flattered Irritated 6% 3% Embarrassed 2% 1% 0% 20% 40% 60% I didn't mind 51% 44% Surprised 30% 31% Irritated Embarrassed 5% 4% Flattered 4% 0% 20% 40% 60% I didn't mind 43% 46% Surprised 3 34% Flattered 13% Irritated 5% 3% Embarrassed 4% 4% 0% 50% 100% Surprised I didn't mind 42% 40% 33% 36% Embarrassed 14% Irritated 10% 5% Flattered 4% 5% 0% 50% 100% I didn't mind Surprised Flattered Irritated Embarrassed 37% 32% 27% 27% 17% 1 16% 21% 3% 2% Surprised I didn't mind Flattered Irritated Embarrassed 44% 37% 36% 34% 1 8% 8% 3% 3% I didn't mind Flattered Surprised Irritated Embarrassed 32% 37% 23% 26% 2 22% 10% 6% 5% I didn't mind Flattered Surprised Irritated Embarrassed 40% 42% 23% 30% 25% 20% 7% 4% 6% 3% 0% 50% 100% 0% 50% 100% 0% 50% 100% 0% 50% 100% Men Women QUESTION: Thinking about the last time you were asked to show your identification when purchasing alcohol beverages, how did the experience make you feel? Possible Responses: I didn t mind, Flattered,Surprised,Irritated, Embarrassed 13

15 Sources of Responsible Drinking Suggestions Most would want tips from a friend or family member, but one in three are open to hearing from a server or seller.

16 Almost everyone would want help making responsible choices from a family member or friend, but one in three would listen to a server or seller 67% 67% 41% 62% 55% 28% 63% 5 28% Belgium Germany UK 71% 6 45% % 61% 58% 40% USA Mexico 65% 45% 32% China 66% 51% 38% Brazil Possible Answer Responses: % Family % Servers/Sellers Argentina % Friends QUESTION: Who would you want to help you make good choices about responsible drinking? 15

17 Preferred Responsible Behavior While most people want a safe ride home, people in Latin America would prefer to get something to eat.

18 Nearly half of all respondents welcome suggestions on a safe ride home; in Latin America the preference is for suggestions on something to eat while responsibly consuming Belgium UK 54% 44% Germany 61% USA 62% Mexico 58% China 54% 45% Argentina 54% Brazil 44% % Top choice: Get a safe ride home % Top choice: Eat something QUESTION: In certain circumstances, I would want a bartender, waiter, or someone who sells alcohol beverages in a store to suggest that I 17

19 The World s Preferred Designated Driver

20 The world s most popular celebrity designated driver is Shakira Shakira Kate Middleton Justin Timberlake Beyonce 23% 22% 1 16% Neymar Yao Ming 0% 5% 10% 15% 20% 25% Average QUESTION: If your bartender could call a celebrity to be your designated driver, which ONE would you pick? 19

21 ly, Shakira is followed closely by Kate Middleton in the race to be the world s top designated driver Belgium 40% UK 35% Germany 30% 31% USA Mexico 31% 38% China 23% Argentina 3 31% Brazil 22% % Top Designated Driver Shakira Kate Middleton Yao Ming QUESTION: If your bartender could call a celebrity to be your designated driver, which ONE would you pick? 20

22 Country Scorecards

23 Scorecard: Argentina Argentina Average Time Carded in a Year Feeling when asked to show identification Preferred responsible habit Most trusted for help 54% 3 32% 30% 10% 15% 4% 2% 5% 17% 45% 54% 3 34% 33% 22% 14% 66% 65% 57% 51% 30% 22% 16% 20% 13% 18% 3 Preferred celebrity driver 23% 22% 10% 1 15% 16% 20% 5% Argentina Shakira Kate Middleton Justin Timberlake Beyonce Neymar Yao Ming 22 Country Total (433) Total (7872)

24 Scorecard: Belgium Belgium Average Time Carded in a Year Feeling when asked to show identification Preferred responsible habit Most trusted for help 48% 3 32% 31% 15% 6% 4% 5% 45% 44% 3 31% 30% 33% 22% 16% 62% 57% 65% 55% 22% 20% 16% 17% 18% 13% 35% Preferred celebrity driver 23% 23% 22% 17% 1 16% 13% 7% 4% Belgium Shakira Kate Middleton Justin Timberlake Beyonce Neymar Yao Ming 23 Country Total (1038) Total (7872)

25 Scorecard: Brazil Average Time Carded in a Year Brazil Feeling when asked to show identification Preferred responsible habit Most trusted for help 44% 3 37% 32% 15% 4% 4% 5% 24% 45% 44% 3 33% 23% 36% 22% 65% 65% 57% 45% 23% 22% 20% 18% 12% 13% 31% Preferred celebrity driver 23% 22% 12% % 16% 17% 3% Brazil Shakira Kate Middleton Justin Timberlake Beyonce Neymar Yao Ming 24 Country Total (1029) Total (7872)

26 Scorecard: China Average Time Carded in a Year China Feeling when asked to show identification 41% 35% 3 32% 15% 8% 12% 4% 5% Preferred responsible habit 54% 45% % 33% 25% 22% Most trusted for help 61% 57% 65% 58% 25% 22% 20% 18% 1 18% Preferred celebrity driver 38% 23% 22% 8% 8% 12% 1 20% 16% 14% China Shakira Kate Middleton Justin Timberlake Beyonce Neymar Yao Ming 25 Country Total (1128) Total (7872)

27 Scorecard: Germany Germany Average Time Carded in a Year Feeling when asked to show identification Preferred responsible habit Most trusted for help 35% 3 27% 32% 18% 15% 18% 2% 5% 61% 45% % 20% 22% 16% 63% 65% 5 57% 17% 22% 15% 20% 15% 18% 30% Preferred celebrity driver 23% 23% 22% 20% 1 16% 10% 12% 5% Germany Shakira Kate Middleton Justin Timberlake Beyonce Neymar Yao Ming 26 Country Total (1105) Total (7872)

28 Scorecard: Mexico Mexico Average Time Carded in a Year Feeling when asked to show identification Preferred responsible habit Most trusted for help 3 35% 41% 32% 15% 14% 8% 3% 5% 45% 28% 58% 3 33% 30% 22% 18% 6 65% 57% 4 21% 22% 16% 20% 18% 18% 31% Preferred celebrity driver 23% 22% 20% 1 20% 16% 14% 5% Mexico Shakira Kate Middleton Justin Timberlake Beyonce Neymar Yao Ming 27 Country Total (1029) Total (7872)

29 Scorecard: United Kingdom United Kingdom Average Time Carded in a Year Feeling when asked to show identification Preferred responsible habit Most trusted for help 34% 3 32% 25% 24% 15% 5% 5% 54% 45% 36% 3 38% 33% 1 22% 67% 65% 67% 57% 28% 2 22% 20% 18% 18% 40% Preferred celebrity driver 15% 23% 22% 22% 1 13% 16% 6% 4% UK Shakira Kate Middleton Justin Timberlake Beyonce Neymar Yao Ming 28 Country Total (1100) Total (7872)

30 Scorecard: United States United States Average Time Carded in a Year Feeling when asked to show identification Preferred responsible habit Most trusted for help 41% 3 32% 23% 26% 15% 6% 5% 5% 62% 45% 45% 3 42% 33% 25% 22% 71% 65% 6 57% 38% 27% 22% 20% 25% 18% 18% Preferred celebrity driver 31% 27% 23% 22% 1 17% 16% 3% 4% US Shakira Kate Middleton Justin Timberlake Beyonce Neymar Yao Ming 29 Country Total (1010) Total (7872)

31 About Brunswick Insight This research was conducted by Brunswick Insight, the research and consulting arm of the Brunswick Group, an international corporate communications partnership that helps businesses and other organizations address critical communications challenges. Brunswick is an international team of more than 600 people based in 22 offices in 13 countries. Brunswick Insight provides data-driven strategic communications counsel for Fortune 500 companies, industry organizations, and non-profits. Our team of experts has conducted research in more than 70 markets around the world and has expertise in corporate reputation, issues management, narrative and message development, and thought leadership. For more information about this research please contact: Sparky Zivin Director, Brunswick Insight Washington, DC P: E: 30