GWI Alcohol helps you understand drinking attitudes and behaviors among monthly alcohol consumers across selected Core markets.
The most important things to know about GWI Alcohol are that:
- It’s international
- It’s annual
- It represents monthly alcohol consumers
- It can be used with GWI Core
- It’s easy to complete
It’s international
GWI Alcohol is an international dataset, featuring markets from across the world. Details about the markets included, their annual samples as well as what's covered in the data set can be found in our coverage page.
Like all of our international data sets, GWI Alcohol is asked identically everywhere, letting you understand and compare audiences internationally. Surveys are shown to respondents in their local language and brand lists are localized to ensure relevance.
It’s annual
GWI Alcohol is published once a year. It currently runs in Q2 each year.
The first wave ran to a different schedule and was fielded in Q4 2022. As such, there's slightly longer than 12 months between the first two waves. This change in timing means that GWI Alcohol is now fielded further from the holiday season, and therefore able to provide a more typical view of consumer behavior.
It represents monthly alcohol consumers
GWI Alcohol represents internet users of minimum drinking age to 64, who are ‘monthly alcohol consumers’. These are aged:
- 18-64 in China, France, Germany, and the UK
- 20-64 in Japan
- 21-64 in the USA
Figuring out exactly what this audience looks like involves a few steps:
- In GWI Core we create an audience of ‘monthly alcohol consumers’ who are invited to take part in GWI Alcohol, this consists of internet users of minimum drinking age to 64 who consume alcohol at least once a month.
- Before they start the survey respondents are asked how frequently they consume alcohol.
- By observing the proportion of respondents that qualify from each demographic group and applying this to our original audience in GWI Core, we can calculate exactly how many monthly alcohol consumers GWI Alcohol represents.
It can be used with GWI Core
GWI Alcohol respondents have all completed GWI Core (including over 50% of the Brand & Media module respondents as well) at some point in the last 12 months.
For example, respondents from Q4 of GWI Alcohol all completed either Q3, Q2, Q1 or Q4 (previous year) of GWI Core. In rare cases we may make exceptions to this rule and interview respondents who have taken Core longer ago, but these typically make up less than 5% of the sample.
This means questions can be compared across the two data sets, letting you combine the depth of GWI Alcohol with the breadth of GWI Core. Compatible GWI Core questions can be found in the GWI Alcohol taxonomy in the 'GWI Core Questions’ folder.
Not all GWI Core questions can be included as:
- Some may not have been asked in the relevant waves.
- Others may have been superseded by the more detailed questions asked in GWI Alcohol.
- Respondents who have taken GWI Alcohol have not necessarily taken the Brand & Media module (please see here for more information on this module).
- Also note that audiences from GWI Core will have to be recreated in GWI Alcohol.
It’s easy to complete
Taking part in GWI Alcohol is a straightforward process for our respondents, and it’s quick to do - completing the survey takes a respondent around 20 to 25 minutes.