Beer and Wine Consumers Break the Mould

Apr 26, 2002

The beverages one imbibes often doesn’t match what one is “supposed” to be drinking, a new study found. Beer and wine drinkers are generally more active, well-educated and affluent than the average American. The results could lead beer and wine manufacturers to reconsider how they spend their advertising dollars, says Karla Eyerly, manager of Advertiser Marketing Services for Scarborough Research.

In the nation’s top 75 markets, about 27 percent drink domestic light beer, 23 percent drink red wine and 21 percent consume white wine. About one-fourth of wine drinkers purchased a bottle of wine that cost more than $10.

The study also found that:

  • Auto racing fans are 87 percent more likely to drink champagne or sparkling wine.
  • Asians drink more beer and wine than any other ethnic group.
  • Snow skiers are more likely than other groups to buy higher-priced beer and wine.
  • Comedy club goers are more willing to buy expensive beverages such as champagne, imported beer and wine that costs more than $10 a bottle.
  • Symphony lovers drink not only red and white wines but also prefer premium beers.
  • Extreme sports enthusiasts are 107 percent more likely to drink imported beer than the average American.
  • Golfers and hunters chose domestic beer 64 percent more often than the average person.
  • People who attended an R&B/rap/hip-hop concert are 94 percent more likely than the average person to drink champagne or sparkling wine.

Moderator Comment: What do the insights from Scarborough research mean for retailers that sell beer and wine?

We think a nice Chardonnay would go perfectly with those
pork rinds. [George
Anderson – Moderator

Please practice The RetailWire Golden Rule when submitting your comments.

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