According to a new report, Americans and Europeans are increasingly choosing to drink alcohol in their homes because they are becoming inclined to compromise their quality and sensory needs when making the choice to stay at home rather than go out for a drink.

Also, consumers concerned with signs of wider economic uncertainty in the housing and credit markets are increasingly likely to adjust their spending, cutting back further on going out drinking. Now, manufacturers and marketers can respond by targeting the associated rise in at-home meal occasions and the complementary relationship between alcohol and food.

Out of Europe and North America; France, Germany, Italy, Netherlands, Spain, Sweden, UK and U.S., U.S. consumers’ alcoholic drinks purchases account for 72% of total sales. At home alcoholic drinks occasions for both European and U.S. consumers outnumber those of out-of-home; this trend is exhibiting strong growth.

Apparently, people desire authentic on-trade drinking experiences within the comfort and security of their own or friends’ homes. It all sounds rather cosy, but isn’t the real reason just down to people buying cheap alcohol from the supermarkets? Or does the smoking ban have anything to do with it too?

According to new research Brits are staying in rather than going to the pub. The survey found that 57% of licensees felt more of their customers were staying at home to drink compared to two years ago, and 55% believe that alcohol pricing in supermarkets is adversely affecting their pub’s business.