Alcohol To-Go has shifted from a restaurant survival tactic to what is now ... trends now
It was the one treat during pandemic lockdowns. When all sense of normalcy was suspended and restaurants were forced to offer takeout only, 'alcohol-to-go' orders became a special perk for those ordering-in.
But with everything now back to normal it appears such orders now serve to fatten restaurants bottom lines, to the extent that they have become a reliable way to grow businesses in the food industry having shifted from being a survival tactic to menu mainstay.
A new report released by the National Restaurant Association suggests the 'Alcohol To-Go' section of takeout orders was the one section of the menu that was able to continuously innovate to meet consumer demand demonstrating how restaurants managed to adapt to customers new work-life balance and plain convenience.
Alcohol-to-go presents new sales opportunities and an additional stream of income, with more than 64 percent of wine drinkers requesting the option to include wine by the bottle in their takeout or delivery orders.
During the pandemic lockdowns, 'alcohol-to-go' orders became a cherished indulgence when all semblance of normalcy disappeared
A bartender sells a frozen margarita to go to a customer in the Bushwick neighborhood in April 2020 in New York City
The majority of states across the country allow alcohol sales in takeout orders
Many states have now allowed the alcoholic orders to be continued on a permanent basis
A chart showing the percentage of diners who says the choice of alcohol on offer would make them choose one restaurant over another
Changes to alcohol laws during the pandemic allowed restaurants to serve alcohol beyond their four walls.
In many states alcohol to-go continues, with operators now figuring out how to cultivate a drinks menu that complements their food items and thereby generating growth post-pandemic.
Many younger customers are interested in pairing a craft beer, a glass of wine, or a restaurant's signature cocktail with their meal, both on- and off-premises.
The report shows Gen Z adults (those up to the age of 26) are at the forefront of ordering with 44 percent of them including alcoholic beverages with their takeout or delivery orders in the past six months. The group are narrowly ahead of millennials (aged 25 to 40), Gen Xers (age 43-58), and Baby Boomers (57-75).
Beer remains the most popular drink choice among both restaurants and their customers, but red wine is gaining momentum with nearly 65 percent of wine drinkers opting to include in their to-go orders. Red wine is closely followed by white, rosé, and sparkling options.
