Off-licences are not doing enough to attract upmarket shoppers, the over-50s or females, says new research.
Only 13% of off-licence shoppers compared with 26% of UK adults are social class AB, indicated the survey by consulting company HIM.
Older shoppers are not visiting off-licences either and women, who spend almost as much per trip as men, make up only 40% of shoppers through the channel.
"The older generation, upmarket consumers and women all drink alcohol and are returning to specialist stores in other areas, so why not off-licences?" said an HIM spokesman.