In Orlando, Florida on May 13, 2009, The Neilson Company, a global information and media company, announced that the once recession proof alcoholic beverage market is now feeling the strains of the current economic situation. According to the most recent U.S. consumer survey more than one – third (37 percent) of consumers are restricting their visits to bars and clubs and showing more conservative manners when buying drinks. Wine drinkers are trading down for less expensive drinks, while the other beer and spirit drinkers are ordering less. Along with the adjustment in spending habits, shopping habits are also shifting. Consumers are more likely to purchase less expensive brands of alcohol and bargain shop on a more regular basis. When consumers were questioned about their future spending plans, most indicated a reluctance to revert back to their old spending habits.