Adult Beverage Industry Trend Analysis
26
Perfection Marketing Research, Inc. Jacob Lewis William Campbell Jason Webb
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A thorough trend analysis of the Adult Beverage Industy. Presentation was for a Marketing class and composed for Dr. Robert Everton of North Carolina Wesleyan College.
Transcript of Adult Beverage Industry Trend Analysis
Perfection Marketing Research, Inc.
Jacob Lewis
William Campbell
Jason Webb
Perfection Marketing Research, Inc.
We specialize in attaining and formulating data into marketing reports and making them available to companies or persons of interest.
Our reports are made available at a cost.
Consultation and application of data with clientele.
Adult Beverage Marketing Research
Our main objective is to analyze the adult beverage industry to understand what may drive people to consume a specific type of beverage. Base information off primary and secondary
research methods.
Quick Facts
July 2007 poll – 64% confess to regular drinking
Three players Beer Wine Liquor or Spirits
91.6 billion dollar industry
Objectives Outlined
Research secondary information Analyze charts and graphs
Demographic Trends Sales Trends Alcohol consumption Beverage preferences
Locate target market Demographic Race/Gender
Methods of Secondary Research
Telephone Interviews Polls Surveys Interviews Internet based Observation
Realization of Drinking
Age & Gender Demographics
20-24 25-44 45-64 65+ Male/Female
Population Age Trends 20-24 1960-2006
0
5,000
10,000
15,000
20,000
25,000
1960
1964
1968
1972
1976
1980
1984
1988
1992
1996
2000
2004
Years
Population Age Trends 25-44 1960-2006
0
20,000
40,000
60,000
80,000
100,000
1960
1964
1968
1972
1976
1980
1984
1988
1992
1996
2000
2004
Years
Population Age Trends 44-64 1960-2006
0
20,000
40,000
60,000
80,000
Years
Population Age Trends 65+ 1960-2006
05,000
10,00015,00020,00025,00030,00035,00040,000
Years
Male and Female population trends 1980-2006
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
1980 1981 1982 1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006
Years
Male Female
Three Legged Race
Trends in Alcohol Industry
Trends cont.
Trends cont.
Trends cont.
Trends cont.
Summary of Demographics and Trends
Male, female, younger, and older drinkers have different beverage preferences in regards to beer vs. wine. Beer
Male Drinkers Younger Drinkers
Wine Female Drinkers Older Drinkers
Recommendations
Beer Industry Continue appealing to younger age groups and men Potential for growth in women (change marketing
technique or form) Low-cal beers Fruity beers
Reach out to the older age groups Low-cal More coupons
Advertise towards a broader target market
Recommendations
Wine and Spirits More generic base/low cost wines to appeal to
younger age groups. Advertise for younger groups and men Continue appealing to women and older groups Push more in retail and distribution Brown Liquors appeal to men and Clear liquors
appeal to women
Recommendations
Survey methods Taste test at bars Market experimentation (pilot studies) Re-survey
Yearly income Race Larger Sample Groups
Conclusion
Beer is the leading alcoholic beverage Demographics and gender play an important
role in beverage taste Opportunities in the beer and wine industry Advertising could swing the consumer
thought
Examples of Advertisements
Bud Light "Men Invinted Everything“ Miller Lite "Overflow“ Captain Morgan Bacardi Rosemount Wine
