Chug-a-lug: American Beer Drinkers Average 18.7 Servings
Per Month, According to a Recent Maritz AmeriPoll(R)
Wednesday May 5, 5:20 am Eastern Time
Company Press Release
SOURCE: Marketing Research Inc.
biz.yahoo.com
ST. LOUIS, May 5 /PRNewswire/ -- According to a recent Maritz AmeriPoll®, 51% of all
Americans have had at least one serving of beer in the past month. Of those who drink alcohol,
84% have hoisted at least one mug of suds during the past month. The survey of 996 American adults over the age of 21 also
finds that the average number of servings of beer consumed monthly (among those who drink beer) is 18.7.
Men who drink beer drink twice as much as women, averaging 22.8 servings monthly, compared to 11.3 for women. The
highest average number of beers consumed monthly, 23.3, is found among the youngest drinkers age 21-24, while the lowest
average, 12.5, is among seniors age 65 and older.
What They Drink and Where They Drink It
Sixty-three percent of beer drinkers say they have drunk at least one regular beer in the past month; numbers are slightly
higher for men (67%) than women (56%). Light beer has an edge among female beer drinkers, 53% of whom have had at
least one in the past month, compared to 46% of men. Just 4% of beer drinkers have consumed a non-alcoholic beer in the
same time period.
A majority of that beer, 63%, is drunk at home, with the rest consumed at bars, restaurants, and other establishments. Younger
groups tend to do more of their beer drinking socially, away from home, with 21-34-year-olds consuming approximately
52% of their monthly beer intake in bars and restaurants. Older age groups (age 35-54), on the other hand, go out for about
37% of their beers.
Over half (58%) of American beer drinkers say their household beer consumption has stayed about the same compared to last
year, while 11% say it has increased, and 31% say it has decreased. More women say their beer intake has increased --
though only slightly (13% compared to 10% of men).
Advertising Pays ... or, Does It?
Maritz AmeriPoll® asked several questions regarding advertising and purchasing habits. Just over half (54%) of all
respondents say they can recall seeing or hearing television, radio, print, or billboard beer advertising during the past month.
Men tend to have greater recall of beer ads than women (59% vs. 49%). Recall was highest at 60% among younger people,
age 21-34.
Most respondents who drink or buy beer (88%) say they are not likely to purchase a particular brand of beer based on
advertisements they have seen. About 9% say they are somewhat likely, and just 2% say they are very likely. In-store
displays do not seem to be effective either, as 83% say these displays are not likely to sway their choice of beer purchases.
The Price is Right
Price appears to be a bit more motivating. While 60% of beer drinkers/buyers say that discounts, sales, or price promotions
are not likely to affect their choice of beer, 40% say that price is somewhat or very likely to affect their decision. Men are
more swayed by price than women (18% of men say price is very likely to affect their choice, compared to 13% of women),
as are younger buyers age 21-24 (20% say price is very likely to affect their choice of beer).
The Power of a Brand
Nearly 70% of those who drink and/or buy beer say they generally base their choice of beer on brand, not price. Men tend to
be more brand conscious than women (73% vs. 67%). Brand preference over price also tends to increase with income.
Try It, You'll Like It
When it comes to beer, men are much more willing than women to try new things: 22% of men who drink beer say they are
very likely to try a new brand, compared to just 9% of women. Overall, about half (51%) of beer drinkers say they're not
likely, 32% say they're somewhat likely, and 16% say they are very likely. Adventurousness also decreases with age, with
21% of drinkers age 21-34 very likely to try a new beer brand, compared to just 8% of those age 55 and older. Respondents
with lower incomes are also more cautious with their beer money, and tend to be less willing to try new brands than
respondents with higher incomes. A few survey respondents (just 8%) have tried brewing their own beer, most of them men.
Of those who have a favorite brand of beer, the following are the rankings of their choices:
#1 Budweiser Brand 27%
#2 Miller Brand 17%
#3 Coors Brand 11%
#4 Michelob Brand 9%
#5 Busch Brand 4%
Corona Brand 4%
#6 Heineken Brand 3%
#7 Molson Brand 2%
Samuel Adams Brand 2%
Maritz AmeriPoll® is a copyrighted poll conducted by Maritz Marketing Research Inc. Accuracy of results is within +/- 3%.
SOURCE: Marketing Research Inc.
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