New research also finds beer drinkers more affluent
Milwaukee remains true to its image as a beer-loving town, according to Scarborough Research.
The New York firm called Milwaukee the top local market for beer drinkers, as more than 54% of consumers 21+ there drank beer during the past month. The Twin Cities (Minneapolis/St. Paul) and Denver follow with 53% and 51% – then Albany, Boston, and St. Louis at 50%.
Salt Lake City in Utah ranked last among metropolitan areas with beer consumption at 23%.
Scarborough found beer drinkers are more likely to be between the ages of 21-34 and affluent. Its research showed 44% of U.S. adults ages 21 and older drank, and these consumers include more than half of all 21-34 year-olds. Today’s beer drinkers are 23% more likely than all consumers to have an annual household income of $100k+.
“Today’s beer marketers are fighting for their share against many other products – from wine to spirits. The information in the Scarborough analysis provides a key insight into the lives of today’s beer drinkers,” said Alisa Joseph, vice president, advertiser marketing services, Scarborough Research. “Marketers and brewers can tap into this 21-34 year-old affluence through niche products which give today’s beer drinker a feeling of exclusivity.”
The research showed beer drinkers are 17% more likely than all consumers to plan to buy new/lease a luxury vehicle in the next 12 months. They are 12% more likely to have a home with a market value of more than $500k.