Consequences of Increasing Off-premise Wine Outlets in Iowa

Summary

Before/after survey data and beverage alcohol sales records were used to investigate the effect that increasing the number of off-premise wine outlets in Iowa might have had on the consumption and purchase of wine, beer and distilled spirits, and also the effect on heavy drinker and problem drinker rates. Monthly wine sales surged immediately following the increase in outlets, and the prevalence of self-reported wine purchasers was significantly higher when measured some 9 months later. However, the number of self-reported wine drinkers, per capita consumption and per capita purchases were virtually unchanged. Consistent with this evidence of stable consumption, monthly wine sales soon declined again to levels commensurate with those prevailing prior to the increase in outlet numbers. The self-reported consumption and the sale of both spirits and beer were unaffected by the wine outlet increase. Also the self-reported total alcohol consumption was unchanged as were heavy drinker and problem drinker rates. Neither the sales nor survey data supported the Distribution of Consumption Prevention Model prediction that the increased wine availability would produce a significant and lasting increase in wine consumption, and in the prevalence of heavy drinkers and problem drinkers.