With many people staying home, more people have been purchasing to-go alcohol at a fast rate and the industry is booming. Consumer behavior is quickly changing and there are simultaneous benefits for all sectors in this scenario. Primarily, restaurants are able to charge fair prices for their premium cocktails, and consumers are set up to feel like they are inside the establishment from the comfort and safety of their own homes.

Since restaurants have suffered during the pandemic, any additional revenue is greatly appreciated. The additional profit they can gain from selling ready to drink cocktails will in some ways financially support the past and present circumstances regarding dining capacity and the constantly changing rules and restrictions. 

Many restaurants have been offering this in Rohnert Park. Applebee’s serves takeout cocktails that are all under ten dollars. Other local restaurants such as Cafe Mimosa are offering their signature beverages to go. There is a mutually beneficial relationship that this trend has created from a surge in takeout business. 

“I really enjoy the take-out option that’s available at local restaurants. Losing the ability to go out and have dinner with friends was a bummer but the having food and alcohol to-go started a new dinner tradition at my house,” said senior Natalie Gomez. 

Time will tell if this continues to be a popular trend and if consumers will continue to yearn for this experience. However, in the foreseeable future takeout options are continuing to be popular in many different communities. There has been a digital shift in all industries and many major food and beverage companies have seen that and aimed marketing efforts specifically targeted to promote their various delivery options as well as deals. 

 Forbes writer Chris Furnari, stated, “According to a new report from market research firm IWSR, which provides insights on the global alcoholic beverage market, online sales of alcohol in the U.S. are expected to grow by more than 80% this year.” The spike in digital sales due to long periods of quarantine and shutdowns caused consumers to shift their routines in various ways. 

Various restaurants in the area are continuing to support this option. Mi Ranchito, offers a variety of takeout options for drinks to pair with their various dishes. Mi Ranchito Mexican Cuisine & Cantina founded in 2008 has a large food and beverage menu that can accommodate many different preferences. The authenticity of their ingredients is evident in their quality and students should be reminded of how important it is to support local business right now. There are more people than ever before who have recently been trying new things and adding an exciting drink to their dinner is a profitable way for merchants to bring in some extra revenue. 

The rise of takeout alcohol has benefited restaurants and will continue to do so as many recover economically from the pandemic. Due to constantly changing guidelines, businesses have had to stay extremely flexible in order to remain operating. Those who were able to handle the shift have proved themselves and their ability to do so throughout the past few months.  In this age of adaptation, businesses must continue to follow the direction of their sales, and recognize delivery options have continued to thrive. Ultimately, this model is simultaneously cogent of restaurant and consumer needs and could help predict the future of the ready to drink industry.