GWI Alcohol explores drinking attitudes and behaviors among monthly alcohol consumers across selected Core markets.
Explore the GWI Alcohol questionnaire for a complete view of what's covered.
It covers 6 markets globally
You’ll find market coverage, annual sample sizes, and data set details on our coverage page.
GWI Alcohol is asked the same way in every market, allowing you to understand and compare audiences globally. While the questions remain consistent, surveys are shown in each respondent’s local language, and answer options, like 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 provides a more typical view of consumer behavior.
It represents monthly alcohol consumers
GWI Alcohol represents internet users of minimum drinking age who are ‘monthly alcohol consumers’. The minimum drinking age varies by market:
18+ in China, France, Germany, and the UK
20+ in Japan
21+ in the US
Until Q2 2025, we only represented users up to age 64 across all markets. As of Q2 2025, we represent internet users aged 65+ in Japan, the UK, and the US.
Identifying the exact audience of ‘monthly alcohol consumers’ represented in each market 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 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. For further information on how to combine GWI Core with an add-on, click here.
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.