GLG Network Survey: Alcoholic Beverages

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GLG interviewed 70 supermarket and bar/pub buyers of alcoholic beverages across the US and Europe (United Kingdom, Germany, France, Spain and Italy). 

What will you learn from this survey?

  • Respondents discussed their outlook for spirits, beer, wine and hard seltzers going into summer and commented on their alcoholic beverages sales over the last 12 months. 
  • The survey also investigated the impact of COVID-19 on demand and whether or not consumer taste changed over lockdown. 
  • Lastly, experts provided their projections on alcoholic beverages’ prices over the next 6 months and their forecast for “to-go” vs “consumed on the premises” sales in the next 3 months. 

Example of findings:

  • In the US, 60% of respondents reported an increased number of sales for higher priced products during the COVID-19 pandemic, compared to only 20% reported in Europe. 
  • Overall, 61% of experts stated that they will increase the level of promotion this summer compared to the same time last year. 
  • In Europe, 14% of respondents mentioned that their deliveries from distributors/ wholesalers have deteriorated in the last 3 months, compared to 60% in the US. 


The GLG Surveys team drafted the questionnaire with the support of GLG Network Member, Lou Applebaum, former SVP Business Development at Constellation Brands.

The standard deliverable includes:

  • 1 x Individual responses (“raw data”) in Excel.
  • 1 x PPT report with aggregated data.
  • Executive summary with key takeaways and highlights from the raw data.


  • How did your alcoholic beverages sales perform in the last 12 months compared to pre-COVID-19 levels? 
  • How did the SKU assortment that you carry changed in the last 12 months compared to pre-COVID-19 levels? 
  • How have consumers’ preference changed during COVID-19?  
  • How many times over the past 12 months have you undergone a full assortment review (analysed sales, added and deleted products to your shelf / menu)?  
  • In your view, how will your alcoholic beverages sales perform heading into summer this year in each of the following categories?  
  • How do you anticipate consumer’s tastes to evolve going into the summer? 
  • How do you see your foot traffic changing heading into summer compared to the same time last year?  
  • How do you think the broad re-opening of the on-trade (restaurants/bars/venues) will impact your beverage alcohol trends? 


This survey is available to subscribers of the Consumer Goods & Services (CGS) sector (Limited subscriptions and above). This offer includes the raw data file and a high-level presentation through PowerPoint. Please contact your GLG representative for details on your firm’s access.

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