Gaining on Take-Home Sales in All Major Beverage Categories A gradual, steady shift has been taking place in where and when Americans down their favorite beverages, it was reported in a new study released today by Beverage Marketing Corporation, leading provider of data and consulting services to the world beverage industry. While previously most were taken home after purchase, for later consumption, more than a third are now quaffed on the spot, or within half an hour, the study reveals.