Beer and Bling: Drinkers Are More Likely To Be 21-34 & Affluent.

Scarborough Research released an analysis of beer consumers (ages 21+), which indicates that today’s beer drinkers are more likely to be between the ages of 21-34 and affluent.

According to the Scarborough analysis, 44 percent of U.S. adults ages 21 and older drank beer during the past month. These beer consumers* include more than half (51 percent) of all 21-34 year-olds. Beer drinkers are 17 percent more likely than all consumers to be in this age group. They also tend to have higher incomes. Today’s beer drinkers are 23 percent 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 to 30 something affluence through niche products which give today’s beer drinker a feeling of exclusivity.”

With affluence comes other high-end spending habits. Today’s beer drinkers are 17 percent more likely than all consumers to plan to buy new/lease a luxury vehicle in the next 12 months. They are 12 percent more likely to have a home with a market value of more than $500k.

Scarborough’s analysis reveals that Milwaukee is the top local market for beer drinkers, as more than half (54 percent) of consumers 21+ there drank any beer during the past month. The Twin Cities (Minneapolis/St. Paul) and Denver follow with 53 percent and 51 percent, respectively. At the bottom of the list are Salt Lake City, UT (23 percent of consumers 21+ drank any beer during the past 30 days), Charleston, WV (27 percent), Knoxville, TN (28 percent), and Roanoke, VA (29 percent).

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