Value-seeking consumers, which make up nearly 4 in 10 shoppers, are cutting their at-home alcohol spending by between 20% and 40% compared to their peers, the consulting firm found. When out on the town, Deloitte noted that this cohort is cutting spending by over 50%. Three-quarters of alcohol executives surveyed by Deloitte say growing consumer demand for more value is a trend that will persist for the long term.