Prepared for Carmen P. | Delivered July 27, 2019
Bulleit Bourbon Drinkers - Demographics & Psychographics
To understand the demographics and psychographics of Bulleit bourbon drinkers, as well as, insights on what makes them different from other whiskey/bourbon drinkers.
global brand director, the company targets individuals who are interested in "culture,
experiences and design."
These individuals span all ethnicities, ages, and geographical locations because the
brand is inclusive.
A lot of bourbon drinkers are similar to rye drinkers. While rye/bourbon drinkers are known to be predominantly men, Bulleit Bourbon mentioned that its drinkers include a
lot of wome
n and span diverse age
groups and race.
According to the New York Times, the stereotypical bourbon/whiskey drinker is a white middle age Southern man or a "
blond woman in
full Kentucky Derby pastels, holding a mint julep." However, the face of the average whiskey/bourbon drinker is changing.
A report by Simmons revealed that Whites make up
of bourbon whiskey drinkers while Hispanics account fo
and African Americans make up
10% of these
The Simmons report showed that
and baby boomer
s are the main consumer groups for bourbon whiskey drinkers.
The report revealed that there is an immediate
for bourbon whiskey brands as Non-White consumers (Hispanics and African Americans especially) are fueling the bourbon whiskey growth consumption.
MILLENNIALS: THE NEW FACE OF WHISKEY DRINKERS
Several studies owe the recent growth in the bourbon category to an increasing demand from "consumers in every income bracket aged
40 and under."
These studies also revealed that
are now enjoying whiskey more than ever.
are supposedly now
exploring darker spirits
Millennial whiskey drinkers tend to be
with the brands they love [as they are] interested in the maker, the process, the story."
Compared to their parents, millennial whiskey drinkers visit whiskey tastings and
. They also partake in
As one expert put it, they new face of whiskey drinkers are "young, pierced, and
full of wonder."
In conclusion, there is little to no difference in people who drink
bourbon versus whiskey/other bourbon brands.
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