Photo: Jamie Trueblood/AMC
Drinking in the workplace is a growing trend, which is a good sign for beverage alcohol companies. Whether it’s a weekly happy hour or more formal events, the number of companies comfortable with bringing alcohol into the workplace is growing.
When companies order drinks for the office, they order in much larger quantities than standard consumers. Drizly corporate consumers typically spend 300% more than traditional orders. Here we explore the trends that are happening for larger Drizly corporate customers like LinkedIn, Wayfair, Kayak, and Twitter, as well as small local businesses across the country. Corporate consumers are a group the market would be remiss to ignore.
With corporate orders peaking in June, things are just starting to ramp up as companies prepare to celebrate summer. Over the past two years, June has been the biggest month for Drizly corporate orders (as a portion of all orders), followed by December as companies organize holiday gatherings. That doesn’t stop companies from ordering year round, though; the largest corporate order ever placed on Drizly was in November totaling over $19,000.
Corporate consumers order much earlier in the day compared to non-corporate consumers, with deliveries peaking at 3pm so companies can have their drinks ready for an after-hours gathering.
Corporate consumers place most of their orders during the week, in contrast to heavy weekend ordering for non-corporate consumers. In fact, Thursday orders are just as popular with corporate consumers as Friday orders, while Thursday is more of a typical weekday for everyday consumers.
Businesses are also far more likely to schedule their orders ahead of time. Over 50% of Drizly corporate consumers schedule an order in advance, compared to just 13% of non-corporate consumers. Typically companies schedule their order one day in advance, although timing can give as much as two weeks’ notice or as little as a handful of hours before the desired delivery.
In terms of product spend, the corporate world has a focus on responsible drinking, opting for beer and wine while generally avoiding spirits. Companies need to keep the party from getting out of hand and stay in the good graces of HR, after all. Corporate consumers buy twice as much beer compared to other Drizly consumers. When it comes to the type of beer companies are adding to their fridge, they’re 30% more likely to buy craft beer than the typical consumer.
While not every office is alike, trends have emerged in the carts of companies across the country. To accommodate the tastes of all their employees, corporate consumers tend to have a diverse basket. They disproportionately contain sparkling wines and proseccos, particularly Vueve Cliquot, La Marca, and Mionetto. Relative to a regular Drizly consumer, businesses more frequently seek out beers like Stella Artois, Lagunitas, Corona, and Blue Moon.
Corporate consumers control key drinking occasions, particularly for companies with large millennial employee bases. As alcohol in the workplace continues to become a part of company culture, the preferences of corporate consumers, in terms of both alcohol types and how and when to shop, will evolve.