A new study from local market consumer research firm Scarborough reveals that 42 percent of the age 21+ American adult population have enjoyed a beer in the past 30 days. More specifically, five percent of all adults 21+ have had a microbrew in the same time frame. With Memorial Day behind us and BBQ and grilling season heating up, the latest Scarborough analysis looks at behaviors of Microbrew Drinkers.Survey results for "the top twenty local markets for American adults 21+ who have had a microbrew in the past 30 days" (UPDATED with more data from Scarborough):
DMA
|
% of Adults 21+ Who Drank a Microbrew
|
Denver, CO |
13.4%
|
Portland, OR |
13.1%
|
Seattle, WA |
10.9%
|
Colorado Springs, CO |
9.2%
|
Milwaukee, WI |
8.9%
|
Spokane, WA |
8.6%
|
San Francisco, CA |
7.9%
|
Boston, MA |
7.8%
|
Grand Rapids, MI |
7.5%
|
Austin, TX |
7.4%
|
Minneapolis, MN |
7.2%
|
Hartford, CT |
7.0%
|
San Diego, CA |
6.9%
|
Tucson, AZ |
6.8%
|
Baltimore, MD |
6.5%
|
Washington, DC |
6.4%
|
Rochester, NY |
6.3%
|
Green Bay, WI |
5.9%
|
Des Moines, IA |
5.8%
|
Kansas City, MO |
5.8%
|
Interestingly, Baltimore marginally beats out its "upscale" neighbor to the south, Washington D.C., and also its "neighbor" to the north, Philadelphia (at 5.4%), which just concluded its own Philly Beer Week. Maybe it's all the Yuengling up there, I dunno. Harrisburg/Lancaster/Lebanon/York comes in at 4.5%, Richmond/Petersburg at 3.9%, NYC at 3.8%, Pittsburgh at 3.5%, Roanoke/Lynchburg at 2.7%, and Norfolk/Newport News at 2.0% Worst of the survey? Harlingen/Weslaco/Brownsville/McAllen, Texas with 0.6%.
Part of the analysis hints at throwing off the results:
Where are these beer drinkers buying their brew? More than half (53%) of Microbrew Drinkers purchased beer at a grocery store in the past 30 days. Microbrew Drinkers also purchased beer at sit-down restaurants (45%), nightclubs or bars (38%) and liquor stores (37%). Microbrew Drinkers are more than twice as likely as all beer-drinking adults 21+ to have purchased beer at a stadium or arena in the past 30 days.Not like we can buy a beer at the grocery store around here (or in Pennsylvania or Delaware). I'm wondering what the results would have looked like if we could.
2 comments:
I don't think the grocery store thing has any impact; you can only buy "near beer" in Colorado grocery stores, and Denver seems to be doing just fine.
Its percent of adults 21+, so you have to look at the number of adults 21+ in that market to get a real idea of the market strength. But yeah, Philly does drink a lot of Yuengling and a ton of miller lite!
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