Assessment of Alcohol Consumption in Various Seasons

2026-02-15

The study examines seasonal patterns in alcohol consumption among male consumers aged 18–45 in the Kathmandu Valley, focusing on beverage preferences, drinking frequency, alcohol strength, and spending habits. Conducted through a quantitative survey using Computer Aided Personal Interviews (CAPI) with 384 respondents, the research also explores the role of brand name in alcohol selection, reasons for switching brands within the same category, and the factors driving seasonal changes in alcohol consumption.

The analysis shows that rum remains the most preferred beverage during winter, particularly among respondents aged 31–45 (98%) and higher/upper-class consumers (73%), while beer dominates summer consumption, especially among younger respondents aged 18–30 (98%) and across all socio-economic categories. 40% of respondents report a decrease in drinking frequency compared to last winter, largely due to health-related reasons. Alcohol content preferences remain stable, with 62% reporting no change, mainly driven by brand loyalty (53%). Monthly spending on alcohol increases for 40% of respondents, primarily due to rising prices. Brand name plays a significant role in selection, with 88.02% considering it important for its perceived authenticity, although some consumers (64%) prioritize personal satisfaction over brand. Seasonal factors, particularly weather, also influence brand switching and beverage preferences.

Overall, the study highlights clear seasonal trends in alcohol consumption, with rum preferred during winter and beer during summer. Health considerations contribute to a reduction in drinking frequency, while brand loyalty stabilizes alcohol content choices. Rising prices lead to higher monthly spending, and brand recognition remains a key factor in liquor selection for most consumers. These insights provide a comprehensive understanding of seasonal drinking behavior of consumers.

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