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Snapshot of Alcohol Consumption & Related Trends
Eddie Wirt, Chief Communications & Research Officer
Katie Weaks, Education & Prevention Manager
CONSUMPTION TRENDS
Beverage Alcohol Consumption
$0
$20
$40
$60
$80
$100
$120
Beer Wine Spirits
$101
$30
$76
2014 U.S. Annual Sales
Bill
ion
s
Source: Nielsen
“Share of Glass”
60% 13%
27%
2002 Annual Share of Glass
Beer Wine Spirits
51% 15%
34%
2014 Annual Share of Glass
Source: Nielsen
Projected Growth in Spirits
Source: Nielsen
Projected Growth in Spirits
72% 13%
15%
Gen X Preferences in 1999
49%
21%
30%
Gen X Preferences in 2009
42%
20% 38%
Millennial Preferences in 2009
Millennial Preferences in 2019
? Source: Beam Suntory
60%13%
27%
2002 Annual Share of Glass
Beer Wine Spirits
Marketing Trends
Premium Products Vodka, Whiskey & Cognac over-index on trade-up sales
Hispanics Spirits for social occasions Looking for value
Women 37% of whiskey drinkers Interested in flavored spirits
Millennials Surpassed Boomers in numbers More than 25% prefer distilled spirits
ABC Fiscal Year-End Sales
650.0
700.0
750.0
800.0
850.0
900.0
2010 2011 2012 2013 2014 2015
Actual Sales
Target
Year-end sales (millions)
1.5%
2.5%
5.9%
4.7%
4.1%
5.9%
% = Year over Year Growth 5-yr avg. trend 4.6%
ABC Markup Increase December 2014
ABC Transactions & Bottles
22.0
23.0
24.0
25.0
26.0
27.0
28.0
29.0
30.0
31.0
42.0
44.0
46.0
48.0
50.0
52.0
54.0
56.0
58.0
2010 2011 2012 2013 2014 2015
Bottles Sold
Transactions 2.3%
Bottles Sold (millions) 5-yr avg trend 3.5%
1.9%
4.4%
4.4%
3.3%
3.3%
5.2%
1.7%
2.4%
3.5%
3.5%
3.0%
Transactions (millions) 5-yr avg trend 3.5%
Gallons Sold
9.0
9.5
10.0
10.5
11.0
11.5
2010 2011 2012 2013 2014 2015
2.2%
2.4% 2.6%
2.3%
1.6%
Gallons Sold (millions) 5-yr avg trend 2.5%
3.6%
Brewery, Winery & Distillery Growth
0
50
100
150
200
250
300
350
400
2009 2012 2015 2016
Virginia
Breweries
Wineries
Distilleries
CONSUMPTION ISSUES
Underage Consumption
Source: CDC
High School Youth Risk Behavior Survey, 2015
National Virginia
Total Female Male Total Female Male
Ever drank alcohol (at least one drink of alcohol on at least 1 day during their life)
63.2 (60.6–65.8)
15,049†
65.3 (61.5–69.0)
7,518
61.4 (59.1–63.7)
7,424
50.7 47.5–53.9)
4,995†
51.9 (48.3–55.6)
2,507
49.6 (45.7–53.5)
2,463
Drank alcohol before age 13 years (for the first time other than a few sips)
17.2 (16.0–18.4)
15,257
14.6 (12.7–16.6)
7,600
19.7 (17.9–21.5)
7,547
14.6 (13.0–16.3)
5,042
12.4 (10.6–14.5)
2,510
16.4 (14.2–18.9)
2,502
Currently drank alcohol (at least one drink of alcohol on at least 1 day during the 30 days before the survey)
32.8 (30.4–35.2)
14,114
33.5 (29.8–37.5)
7,069
32.2 (30.4–34.0)
6,945
23.4 (21.1–25.8)
4,680
23.8 (20.9–27.0)
2,351
23.0 (20.3–25.9)
2,304
Usually obtained the alcohol they drank by someone giving it to them (during the 30 days before the survey, among students who currently drank alcohol)
44.1 (41.9–46.4)
4,436
48.5 (45.8–51.2)
2,321
39.9 (36.8–43.2)
2,088
43.9 (39.4–48.6)
1,103
46.7 (40.4–53.1)
579
41.0 (34.7–47.5)
520
Drank five or more drinks of alcohol in a row (within a couple of hours on at least 1 day during the 30 days before the survey)
17.7 (15.8–19.8)
14,967
16.8 (14.4–19.6)
7,505
18.6 (16.9–20.5)
7,356
11.0 (9.5–12.6)
4,965
9.8 (8.1–11.9)
2,487
12.1 (10.2–14.3)
2,449
Reported that the largest number of drinks they had in a row was 10 or more (within a couple of hours during the 30 days before the survey)
4.3 (3.6–5.1) 11,597
2.5 (1.9–3.3)
5,815
6.1 (5.1–7.2)
5,694
2.1 (1.6–2.6)
4,698
1.2 (0.7–2.0)
2,365
2.8 (2.0–3.9)
2,307
Virginia, Middle School Youth Risk Behavior Survey, 2015
Total Female Male
Drank alcohol before age 11 years (for the first time other than a few sips)
7.9 (6.6–9.6) 2,127
†
6.0 (4.8–7.6) 1,092
9.6 (7.6–12.2) 1,025
Underage Consumption
Monitoring the Future, 2015 8th 10th 12th
Alcohol is fairly easy or very easy to get 53.6 74.9 86.6
I disapprove or strongly disapprove of people who try 1 or 2 drinks of an alcoholic beverage
53.7 40.0 28.9
I disapprove or strongly disapprove of people who take 1 or 2 drinks nearly every day
79.7 78.2 71.1
I disapprove or strongly disapprove of people who have 5 or more drinks once or twice each weekend
85.4 79.6 71.9
The risk is great that people may harm themselves (physically or in other ways) if they try 1 or 2 drinks of an alcoholic beverage
15.3 12.4 10.3
The risk is great that people may harm themselves (physically or in other ways) if they take 1 or 2 drinks nearly every day
30.9 31.2 21.5
The risk is great that people may harm themselves (physically or in other ways) if they have 5 or more drinks once or twice each weekend
53.9 54.5 45.9
College Age Consumption
Source: SAMHSA
Binge Drinking
Source: CDC
Female Consumption
• 3 million women are at risk of exposing their developing baby to alcohol
• 3 in 4 women who want to get pregnant report drinking alcohol
• 100% of Fetal alcohol spectrum disorders are preventable
Source: CDC
• 1 in 8 – nearly 14 million women binge drink 3 times a month
• Women average 6 drinks per binge
• 1 in 5 high school girls binge drink
Alcohol Related Motor
Vehicle Statistics
Source: CDC
High School Youth Risk Behavior Survey, 2015
National Virginia
Total Female Male Total Female Male
Rode with a driver who had been drinking alcohol (in a car or other vehicle one or more times during
the 30 days before the survey)
20.0 (18.4–21.6)
15,555
20.2 (17.9–22.8)
7,739
19.6 (18.2–21.1)
7,711
15.6 (14.3–17.0)
5,158
17.0 (15.1–19.0)
2,562
14.3 (12.7–16.1)
2,565
Drove when they had been drinking alcohol (in a car or other vehicle one or more times during
the 30 days before the survey, among students who had driven a car or other vehicle during the 30 days
before the survey)
7.8 (6.8–9.0)
8,432
6.0 (4.7–7.7)
3,996
9.5 (8.3–10.9)
4,385
7.0 (5.8–8.5)
2,609
5.6 (4.0–7.8)
1,242
8.2 (6.4–10.4)
1,357
Virginia Alcohol Related
Motor Vehicle Statistics
3922 3873 4040
3606 3413
4049
4322 4524
4209 4016
2000
2500
3000
3500
4000
4500
5000
2010 2011 2012 2013 2014
Injury
Property Damage
Source: Virginia DMV
Virginia Alcohol Related
Motor Vehicle Statistics
249
216 213
232 237
180
190
200
210
220
230
240
250
260
270
280
2010 2011 2012 2013 2014
Fatal
Source: Virginia DMV
29,063
28,162 28,719
27,333
24,895
22,000
23,000
24,000
25,000
26,000
27,000
28,000
29,000
30,000
2010 2011 2012 2013 2014
DUI Convictions
Virginia Alcohol Related
Motor Vehicle Statistics
Source: Virginia DMV
EVIDENCE BASED SOLUTIONS
Wholesale & Retail Alcohol Sales
Control State Model
• Virginia is one of 17 states/jurisdictions in the U.S. that have some form of a “control” model at the wholesale level.
• 13 of those jurisdictions also exercise control over retail for off-premises consumption—either through state stores or agency stores.
Regulation of Alcohol Outlet Density
21,500
22,000
22,500
23,000
23,500
24,000
24,500
25,000
25,500
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Virginia Population Per Store
UAB Compliance Rates
75
80
85
90
95
100
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
% C
om
plia
nt
Number of Standard Listed
Products in Virginia
2038
2361
2580
2732
2600
2644
1500
1700
1900
2100
2300
2500
2700
2900
3100
2004 2006 2008 2010 2012 2014
• Offer product variety and customer service without promoting increased consumption
• Higher markup on higher proof products
• Higher markup on smaller sizes
• No loss leaders
• Listings process
Maintaining Limits on
Days & Hours of Sale
• COV authorizes ABC to set limits on on-premise and off-premise operating hours
• 77% of ABC stores open 7 days/week from 10am to 9 or 10pm
• 21% open from 10am to 6 or 7pm with weekend hours extended to 9 or 10pm
• HB 1314 (2004) allowed for Sunday sales in select cities based on population
• HB 908 (2008) added five additional localities
• HB 896 (2012) allows for statewide Sunday sales
Spirits Excise Taxes
Source: Tax Foundation
Beer Excise Taxes
Source: Tax Foundation
Wine Excise Taxes
Source: Tax Foundation
Responsible Beverage Service
Training
Responsible Sellers/Servers: Virginia’s Program Managers Alcohol Responsibility Training
• Current
– Regional classroom trainings with Special Agent
– RSVP & MART alternating months
– RSVP: 113 classes & 1,767 participants
– MART: 23 classes & 385 participants
• Future
– Online training
Seller/Server Training Approval Program
• Current – ABC Tipster – Learn2Serve – Rserving – Seller Server – Serv Safe – State Food Safety – Sure Sell Now – Techniques of Alcohol Management – The Operational Alcohol Standards – Training of Virginia – Training for Intervention ProcedureS
• Future
– 3 year renewals – Determine vendor’s Virginia training numbers
Responsible Beverage
Service Training
Other Evidence Based Solutions
• Strategic Prevention Programming
• Enhanced Enforcement of Laws Providing Sales to Minors
• Electronic Screening & Brief Intervention
• Dram Shop laws
• Social Hosting laws
• Keg Registration policy
• Drink Specials policy
Issues to Monitor
• High risk drinking • Compliance rates for retail licensees • Expanding privileges of licensees (physical expansion, remote locations, tastings/samplings) • Mixed Beverage Ratio (% of food to alcohol sales) • Neutral Grain Spirits
Thank You
Katie Weaks Education and Prevention Section Manager 804.213.4593 katie.weaks@abc.virginia.gov Eddie Wirt Chief Communications and Research Officer 804.213.4458 eddie.wirt@abc.virginia.gov
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