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Research Outline
Prepared for Strategy T. | Delivered January 17, 2020
American Craft Beer Drinker Demographics
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Goals
To develop a demographic profile of the American craft beer drinker, particularly race, age, language spoken, and household income to guide the targeting of social media ads.
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Early Findings
American Craft Beer Drinker Demographic
According to market research firm Nielsen, the
average weekly craft beer drinker
is primarily male, between the ages of 21 and 44, and makes between $75,000 and $99,000 annually.
Gender
American Craft Beer drinkers are
68.5
% male, and
29.1
% female.
Ethnicity
Non-Hispanic whites make up
85.5
% of craft beer drinkers. Non-white
e
t
h
i
n
i
c
i
t
i
e
s
made up
14.5
%.
Income
The average craft beer drinker is in a higher income bracket, most likely over $75,000 per year (
87
%).
Miscellaneous Demographics
21
% of craft beer drinkers are willing to purchase a craft beer they have never heard of.
Of monthly craft beer drinkers,
66
% will only buy from their region, and
57
% will only buy locally.
Results of Initial Research
Our initial research was able to provide a demographic with all needed areas, but language. Further research sent us to the
US Census
where it was stated that Spanish was the most spoken foreign language in non- English-speaking homes. This information indicates that English would be the most common language spoken in this demographic, followed by a small percentage who would be speaking Spanish.
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