Magazines Influence Men’s Beverage Selection

What does it mean when 5,000 men fill out a survey on what and where they like to drink?  For one thing, marketers can use this information to recalibrate their ad campaigns to reach the elusive male. The findings of the recent Esquire survey on this topic tell us a bit about the differences between older and younger men when it comes to drinking, too.

For example, men who are age 55+ enjoy one 1–2 drinks a night. Younger drinkers, those between the ages of 21–24 claim to drink between 2–4 beverages when they’re out partying.  Based on these answers, perhaps beverage marketers should continue to position their ad campaigns to younger audiences.

Here’s a list of the preferred beverages for this pool of men:

  • Beer 47%
  • Cocktail 20%
  • Straight liquor, rocks 16%
  • Straight liquor, neat 8%
  • Wine 10%

Here are the forms of marketing that men say are most influential when they choose what to drink:

  • TV 24%
  • Movies 14%
  • Music 6%
  • Billboard 1%
  • Magazines 26%
  • Dear old dad 29%

And to position the beverage of choice, marketers might appeal to the reasons men say they drink. For 24% of survey takers, the reason is to enjoy the drink. Another 25% drink to relax while 39% drink to socialize. Esquire editors refer to the poll as having “scientific-​ish results” .  It might not be enough to stake an ROI on but it does offer insights into the thought process of one major customer group for beverage manufacturers.

[Source: The Esquire Survey of Drinking. Esquire​.com. 12 Aug. 2010. Web. 31 Aug. 2010] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.