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# Many Bev/Al Consumers Don't Feel They're Getting Good Value for Fair Prices: Deloitte
- URL: https://bevnews.net/many-bev-al-consumers-dont-feel-theyre-getting-good-value-for-fair-prices-deloitte/
- Published: 2026-09-23T03:56:51.000Z
- Updated: 2026-09-23T03:56:51.000Z
- Author: Joel Whitaker
- Tags: Research

Four in 10 U.S. consumers are value seekers – including a quarter of households earning over $400,000\. These value seekers intentionally have cut back 20 to 40% on alcohol spending, according to a recent report from Deloitte. They've also cut on-premise alcohol spending at bars and nightclubs by more than half. And they intend to do the same at casual and fine dining restaurants.

Exactly how they do this differs by income bracket. Lower-income consumers tend to target cutting alcohol spending on- and off-premise to save money. High-income consumers increase off-premise spending by more than 20%. But they fund this by cutting back on-premise spending.

Deloitte research found that an alcohol brand's price perception can explain between half and three-quarters of its value perception. The rest represents value. Deloitte notes that "value is not synonymous with cheap."

**MVP Brands Grow Unit Volume and Sales**

Deloitte developed a way to identify whether a brand offers more value for price (MVP) or less value for price (LVP). For 36 months, consumers said they will buy more from MVP brands.

So, what beyond price drives a consumer to purchase a particular alcohol brand? Deloitte asked consumers, and five answers stood out: taste (79%), product availability (61%), flavors (50%), convenience (48%) and quality (42%).

The importance of these factors differ depending on the age of the consumer. Product availability and taste are more important to older consumers, but the importance of having specific flavors of beer, wine or spirits decreases with age.

What about health? Only about one in four consumers said health consciousness drives their choice of alcoholic beverages. But younger drinkers – 21 to 29 years old – told Deloitte they value healthy choices when choosing what brands to purchase. 

**How Consumers Pick MVP Brands**

MVP brands excel in quality and trust. Consistency is also a superior attribute. They are known for boldness and taste consistency. LVP buyers want sweetness, flavor variety and "enjoyable" taste. The desire for product availability in restaurants increases in age; LVP buyers emphasize availability of their favorite flavors at retail. 

Health-conscious MCP brand buyers have a higher preference for low- or no-alcohol options. Consumers of LVP brands define health as low calories. 

**Playbook**

"it doesn't take a discount price point for alcohol brands to attract value seekers," Deloitte says in the report. It recommends price optimization consider not just volume and margin implications but also perceived value. 

- Focus revenue growth management tools on longer-term impact.
- Strategically measure promotions' impact on value perception.
- Tailor sizes and formats to value seekers.
- Shield consumer from unexpected price hikes.