Attitudes and Alcohol March 2014

March 2014

GON/LB

S14-002

Attitudes to Giving

Omnibus Research

Attitudes & Alcohol an Amárach briefing

with Drinks Industry Ireland

March 2014

2 © Amárach Research, 2014

Drinks Industry Ireland

These findings are based on a joint study

between Amárach Research and

Drinks Industry Ireland.

You can read more about the findings here:

http://www.drinksindustryireland.ie/article.aspx?id=4830

3 © Amárach Research, 2014

A number of questions were placed on the Amárach omnibus in

February, developed with Drinks Industry Ireland.

A total sample of 1,001 was achieved with quotas set on gender,

age, social class and region to achieve a sample aligned with

national population. Over 80% of Irish adults use the internet,

so the Amárach Research omnibus is completed fully online.

Alcohol related questions were only asked of over 18s (n=994).

Interviewing fieldwork dates were 11th – 18th February 2014

Research Background

4 © Amárach Research, 2014

Sample Profile

Male

Gender Age Social Class Region

% % % %

Female

16-24

35-44

ABC1 F50+

C2DE F50-

Dublin

Rest of Leinster

Munster

Conn/ Ulster

25-34

(Base: All Irish adults – 1,001)

55+

49

17

48

28

51

22

52

26

19

28 16

18 26

45-54

MAIN FINDINGS

6 © Amárach Research, 2014

Frequency of Drinking Any Alcohol

Base:

over 18s All Male Female

18-

24

25-

34

35-

44

45-

54 55+

DUB

LIN ABC1

F50+

C2DE

F50-

2-3 times a

week 25% 31% 18% 9% 16% 27% 26% 39% 28% 29% 20%

Once a week 32% 32% 31% 34% 31% 37% 33% 26% 31% 32% 31%

Once a month 18% 16% 19% 31% 24% 15% 12% 10% 19% 18% 17%

Once every

few months 13% 8% 18% 19% 13% 13% 13% 10% 8% 9% 17%

I don’t drink

alcohol 13% 13% 13% 7% 16% 9% 16% 16% 14% 12% 15%

Q. How often do you typically drink alcohol?

7 © Amárach Research, 2014

Pub Going

Base: over

18s who

drink alcohol

ALL Male Female 18-

24

25-

34

35-

44

45-

54 55+

DUB

LIN ABC1

F50+

C2DE

F50-

More often 6% 6% 5% 16% 5% 5% 1% 2% 4% 5% 6%

The same

amount 35% 37% 34% 39% 34% 31% 37% 37% 38% 41% 30%

Less often 44% 46% 42% 37% 55% 48% 40% 38% 44% 42% 45%

Never go to

the pub 16% 12% 19% 8% 7% 16% 22% 23% 14% 12% 19%

Q. Compared to last year how often do you think you will go to the pub over

the coming year?

8 © Amárach Research, 2014

Big Night In

Base: over

18s who drink

alcohol

ALL Male Female 18-

24

25-

34

35-

44

45-

54 55+

DUB

LIN

ABC1

F50+

C2DE

F50-

Stay home

and watch

TV or sport

59% 61% 57% 56% 58% 69% 48% 60% 58% 58% 60%

Shopping 33% 28% 38% 45% 33% 31% 28% 29% 37% 37% 29%

Go out for a

meal 31% 26% 34% 37% 33% 29% 22% 30% 38% 35% 26%

Go to the

cinema or

theatre or

concert

30% 25% 35% 48% 38% 26% 21% 20% 38% 32% 28%

Go to the pub 23% 29% 16% 26% 21% 23% 23% 21% 24% 24% 21%

Q. Which of the following do you typically do for fun over the weekend?

Select all that apply

9 © Amárach Research, 2014

Sponsorship Fans

Base: over

18s who drink

alcohol

ALL Male Female 18-

24

25-

34

35-

44

45-

54 55+

DUB

LIN

ABC1

F50+

C2DE

F50-

Strongly

disagree 11% 11% 10% 7% 12% 8% 11% 13% 10% 12% 9%

Disagree 12% 10% 14% 13% 14% 12% 10% 11% 13% 12% 12%

Neither/Nor 31% 25% 38% 38% 25% 34% 34% 30% 32% 29% 33%

Agree 32% 33% 32% 33% 32% 34% 30% 33% 29% 32% 33%

Strongly

agree 14% 21% 6% 10% 18% 12% 15% 12% 16% 15% 12%

Q. To what extent do you agree with the following statements?

Drinks companies should continue to sponsor sporting events in Ireland

10 © Amárach Research, 2014

Driving Drink

Base: over

18s who drink

alcohol

ALL Male Female 18-

24

25-

34

35-

44

45-

54 55+

DUB

LIN

ABC1

F50+

C2DE

F50-

Strongly

disagree 14% 17% 10% 10% 15% 16% 15% 12% 15% 15% 13%

Disagree 27% 27% 27% 23% 24% 27% 31% 30% 22% 26% 28%

Neither/Nor 26% 23% 29% 25% 27% 23% 30% 26% 26% 25% 28%

Agree 23% 23% 24% 30% 25% 25% 18% 21% 27% 24% 23%

Strongly

agree 9% 9% 10% 12% 10% 8% 6% 10% 11% 10% 9%

Q. To what extent do you agree with the following statements?

Sponsorship of sporting events by alcohol companies leads to an increase

in alcohol consumption by fans of various sports

11 © Amárach Research, 2014

Brand Fans

Base: over

18s who drink

alcohol

ALL Male Female 18-

24

25-

34

35-

44

45-

54 55+

DUB

LIN

ABC1

F50+

C2DE

F50-

Strongly

disagree 7% 8% 6% 7% 7% 8% 11% 4% 9% 7% 7%

Disagree 17% 18% 16% 12% 14% 18% 18% 21% 16% 18% 16%

Neither/Nor 39% 35% 41% 32% 39% 42% 40% 39% 37% 36% 41%

Agree 31% 33% 30% 41% 32% 28% 27% 30% 35% 33% 30%

Strongly

agree 6% 6% 6% 8% 7% 4% 4% 7% 4% 6% 6%

Q. To what extent do you agree with the following statements?

Sponsorship of sporting events by alcohol companies leads to brand loyalty

towards that drinks company

12 © Amárach Research, 2014

Unintended Consequences

Base: over

18s who drink

alcohol

ALL Male Female 18-

24

25-

34

35-

44

45-

54 55+

DUB

LIN

ABC1

F50+

C2DE

F50-

More often 10% 12% 7% 18% 12% 9% 5% 6% 9% 11% 8%

The same

amount 56% 59% 54% 50% 57% 55% 60% 59% 56% 60% 53%

Less often 17% 16% 17% 24% 23% 17% 11% 9% 20% 15% 19%

Never go to

the pub 17% 12% 22% 9% 8% 19% 24% 26% 15% 14% 20%

Q. If the price of alcohol rose in supermarkets significantly do you think you

would go to the pub more or less often?

13 © Amárach Research, 2014

Pub Futures 1

Base: over 18s

who drink

alcohol

ALL Male Female 18-

24

25-

34

35-

44

45-

54 55+

DUB

LIN

ABC1

F50+

C2DE

F50-

Reduction in

the price of

drinks

60% 68% 52% 70% 64% 65% 62% 44% 64% 61% 59%

More

entertainment 34% 27% 41% 49% 41% 30% 32% 22% 27% 32% 36%

Better

selection of

food

22% 22% 22% 26% 22% 20% 15% 26% 27% 25% 20%

Better

facilities 22% 23% 21% 27% 22% 21% 18% 20% 21% 24% 19%

Q. What would make you go to the pub more often over the coming year?

Select all that apply

14 © Amárach Research, 2014

Pub Futures 2

Base: over 18s

who drink

alcohol

ALL Male Female 18-

24

25-

34

35-

44

45-

54 55+

DUB

LIN

ABC1

F50+

C2DE

F50-

Better selection

of drinks 15% 16% 13% 29% 18% 14% 7% 7% 15% 18% 12%

Longer opening

hours 13% 15% 11% 25% 20% 15% 2% 2% 13% 13% 12%

More live sport 10% 18% 3% 9% 19% 10% 5% 8% 11% 11% 10%

Transport

Home 1% 1% 1% 0 1% 1% 1% 2% 1% 1% 1%

Don’t like pubs

so wouldn’t go 16% 12% 19% 9% 13% 13% 18% 23% 15% 14% 17%

Q. What would make you go to the pub more often over the coming year?

Select all that apply

Drivers & Drinking

we ask the right questions

so you get the right answers

Image: http://yourawakenedself.com/tag/jacob-nordby/

Trends Report

Maximize the Prize Call us on 01 410 5200 if you want

maximize the prize in 2014:

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w. www.amarach.com

b. www.amarach.com/blog

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