How Drinkers Choose Their Next Drink On Premise

Dear Client: Last month's VIBE conference highlighted some interesting stats on how drinkers switch categories when quaffing outside the home. About half of drinkers are not pre-committed to a category when going out. In other words, they're not more likely to have one category over the other. Still, beer seems to have the most "stickiness": 25% are likely to be beer-loyal during an outing, while 11% are likely to be wine-loyal, and another 12% will be loyal to spirits. For