Alcoholic beverage manufacturers spend a significant percentage of their revenues on advertising. Yet a recent study by Mintel indicates that when it comes to beer, wine and spirits, nearly 7 out of 10 consumers are extremely brand loyal. What is the best way to sway consumers to try a new beverage? A closer look at the Mintel data provides a few clues:1063442_a_bottle___

  • Consumers with incomes below $25,000 and between $75,000-$99,999 are most likely to drink more brands
  • About 1/3 of men stay with a single brand yet only ¼  of women do
  • Just over 1/3 of consumers say they have sipped a new beverage in the past month
  • 1 in 5 of the youngest consumers, ages 21-24, are one-brand drinkers but that number doubles to 2 in 5 by age 65

A quick read of these top level numbers shows that a marketing campaign for a new alcoholic beverage may do best with female drinkers between the ages of 21-24 and who have incomes of between $75,000-$99,999. And marketing to consumers at home might generate good results as the Mintel study also shows that sales of alcoholic beverages to be consumed at home are on track to rise 4% in 2009.

[Sources: Alcohol Consumption in Bars and Restaurants, Mintel, 2009; Hein, Kenneth, Alcohol Consumption up in the Home, Brandweek, June 26.2009 ]