《YouGov：2024年美國啤酒消費優勢品牌報告：啤酒市場領導者及其成功因素探究（英文版）（33頁）.pdf》由會員分享，可在線閱讀，更多相關《YouGov：2024年美國啤酒消費優勢品牌報告：啤酒市場領導者及其成功因素探究（英文版）（33頁）.pdf（33頁珍藏版）》請在三個皮匠報告上搜索。

1、 SWhos winning the moment,and why?Beer in mind:Drinking moment brand winners 20242Every day,we survey Americans about which beers they drink,when they drink,and why.Which beer do Americans reach for when watching sports games?Which do they order when theyre having a quick afterwork drink,or when the

2、y are out on a date?Drawing on YouGov Beer&Hard Seltzer CategoryView,this report uncovers generational drinking preferences among Americans and the beer brands that are winning 9 key drinking occasions.Which beer do Americans reach for when watching sports games?Which do they order when theyre havin

3、g a quick afterwork drink,or when they are out on a date?Drawing on YouGov Beer&Hard Seltzer CategoryView,this report uncovers generational drinking preferences among Americans and the beer brands that are winning 9 key drinking occasions.Drinking moment brand winners 2024Talk to a researcherDrinkin

4、g moment brand winners 20243Drinking moment brand winners 2024:Executive summary 56%of US beer drinkers are aged 35-64(vs 48%of US),and 61%of men Heineken is the most considered beer among Americans aged 21-34 Guinness is the most considered beer among Americans making$150k+Demographics 36%of US bee

5、r drinkers spend$25+per month on beer drunk at home Sweet,fruity,and citrusy beers are much more popular with younger Americans Americans aged 65+care more about a beer brands reputation than priceDifferent brands correlate with nearly every different drinking moment64%of US beer drinkers drink alco

6、hol when hanging out with friends,where Corona Extra is most considered.Samuel Adams most distinctly wins mealtimes.Beer trendsDrinking moment winnersDemographics1Drinking moment brand winners 20244Drinking moment brand winners 20245YouGov Beer&Hard Seltzers CategoryView:March-Sep 2024.(US beer drin

7、kers 21+:n 7,400)Whos drinking beer?23%20%36%21%26%16%32%25%21-3435-4445-6465+Age32%47%13%8%33%45%12%10%Lower income 625)Why Americans drink beerof Americans who drink beer more than any other alcohol do so because they like its taste,while less than half do so because its affordable(39%)or easily a

8、vailable(37%).67%4%7%8%13%16%20%37%39%67%None of theseCountry of originCalorie contentExperience after drinkingWide range of flavorsAlcohol contentEasily availableAffordableLike the tasteWhy do you drink this type of alcohol most often?Drinking moment brand winners 20247Most considered beer by gende

9、rYouGov Beer&Hard Seltzers CategoryView:March-Sep 2024.Sorted by percentage-point difference between both groups.(US beer drinkers 21+:Men n 1,800;Women:n 1,000)What do men and women prefer to drink?Men are more likely to consider Guinness and Samuel Adams,while women are more likely to consider Mic

10、helob ULTRA and Corona Extra.Beer preferred by menMen 21+Women 21+DifferenceGuinness32.9%17.2%15.715.7Samuel Adams30.5%18.2%12.312.3Heineken35.9%24.8%11.111.1Sierra Nevada16.0%6.7%9.39.3Yuengling19.8%12.4%7.47.4Beer preferred by womenWomen 21+Men 21+DifferenceMichelob ULTRA20.6%15.7%4.94.9Corona Ext

11、ra32.8%30.6%2.22.2Blue Moon Light Sky8.8%7.7%1.11.1ODouls Premium2.6%1.7%0.90.9Bud Light21.0%20.3%0.70.7Beer%of US beer drinkers who consider21-34 Rank35-44 Rank45-64 Rank65+RankHeineken31.5%1233Corona Extra31.5%5112Guinness26.5%29413Blue Moon26.3%44611Samuel Adams25.7%9621Budweiser24.5%371014Modelo

12、24.0%8555Coors Light21.1%121194Bud Light20.6%781312Stella Artois19.9%161586Drinking moment brand winners 20248YouGov Beer&Hard Seltzers CategoryView:March-Sep 2024.(US beer drinkers 21-34:n 325;US beer drinkers 35-44:n 375;US beer drinkers 45-65:n 825;US beer drinkers 65+:n 950)What beers do differe

13、nt age groups consider?US beer drinkers aged 21-34 are most likely to consider Heineken,while Americans 65+are most likely to consider Samuel Adams.Why considered beer by age groupBeer%of US beer drinkers who considerLowerincome rankMiddle income rankHigher income rankHeineken31.5%123Corona Extra31.

14、5%312Guinness26.5%551Blue Moon26.3%1138Samuel Adams25.7%745Budweiser24.5%2915Modelo24.0%876Coors Light21.1%41011Bud Light20.6%6828Stella Artois19.9%16114Drinking moment brand winners 20249YouGov Beer&Hard Seltzers CategoryView:March-Sep 2024.(US lower income beer drinkers 21+:n 650;US middle income

15、beer drinkers 21+:n 1,100;US high income beer drinkers 21+:n 350)What beers do different income groups consider?Heineken and Corona Extra largely appeal to all income levels,whereas higher income earners are most likely to consider GuinnessMost considered beer by income groupBeer trends by generatio

16、n2Drinking moment brand winners 202410Get in touchRequest demoDrinking moment brand winners 202411YouGov Beer&Hard Seltzers CategoryView:March-Sep 2024.(US beer drinkers 21-34:n 1,000;US beer drinkers 35-44:n 1,100;US beer drinkers 45-64:n 2,600;US beer drinkers:65+:n 3,000)/arrows signify 10%relati

17、ve difference for an age group fromall US beer drinkers aged 21+.Where you buy alcohol21-3435-4445-6465+AllGrocery stores66%67%68%66%67%Liquor stores58%62%68%57%62%Bars49%43%33%20%36%Gas stations29%31%19%8%22%Tap rooms/breweries17%23%18%10%17%Specialty beer shops25%26%13%6%17%Bodegas and convenience

18、 stores16%18%13%7%14%Delivery apps13%16%3%2%8%Where Americans buy alcoholGrocery and liquor stores are most prevalent for all age groups,while alternative alcohol purchase locations overindex with younger Americans.Drinking moment brand winners 202412How often do Americans drink beer?YouGov Beer&Har

19、d Seltzers CategoryView:April-Sep 2024.(Per age group:Apr:n 175;May:n 150;Jun:n 175;Jul:n 125;Aug:n 150;Sep:n 150;Oct:n 175)Beer drinkers aged 35-44 are most likely to drink beer at least once per week than any other age group,though US beer drinkers aged 21-34 nearly closed the gap during Summer 20

20、24%of US beer drinkers who drink beer weekly by age45%45%47%43%41%43%44%30%35%40%45%50%55%60%65%Apr-24May-24Jun-24Jul-24Aug-24Sep-24Oct-2421-3435-4445-6465+US beer drinkers 21+Drinking moment brand winners 202413How much do Americans spend on beer?YouGov Beer&Hard Seltzers CategoryView:March-Sep 202

21、4.(US beer drinkers 21-34:n 1,000;US beer drinkers 35-44:n 1,100;US beer drinkers 45-64:n 2,600;US beer drinkers:65+:n 3,000)80%69%50%54%64%18%27%38%38%30%2%5%11%8%6%65+45-6435-4421-34 AllMonthly beer spend on beer drunk at home87%75%57%54%69%12%21%34%35%25%1%4%10%11%6%65+45-6435-4421-34AllMonthly b

22、eer spend at bars,pubs or restaurantsLess than$24.99$25-$99.99$100 or moreof US beer drinkers spend$25 or more per month on beer drunk at home,and 31%spend$25 per month to drink beer out-of-home.36%Type of beer21-3435-4445-6465+AllLager53%54%52%47%51%Pilsner20%30%34%31%29%Pale Ale25%32%33%24%29%Whea

23、t35%35%24%14%27%Stout31%28%25%18%26%IPA23%28%26%20%24%Brown Ale19%25%20%14%20%Porter14%21%15%10%15%Cream Ale19%18%9%6%12%Sour/Gose14%19%7%1%9%Non-alcoholic16%13%6%4%9%Bitter Ale15%14%5%2%8%Drinking moment brand winners 202414Which types of beer do Americans drink?Lagers remain the most popular beer

24、type for all age groups from the last three months,though wheats and stouts strongly overindex with younger Americans.YouGov Beer&Hard Seltzers CategoryView:March-Sep 2024.(US beer drinkers 21-34:n 1,000;US beer drinkers 35-44:n 1,100;US beer drinkers 45-64:n 2,600;US beer drinkers:65+:n 3,000)/arro

25、ws signify 10%relative difference for an age group from all US beer drinkers aged 21+.Preferred beer taste21-3435-4445-6465+AllMalty42%37%34%28%35%Hoppy24%36%33%31%31%Citrusy34%38%26%15%28%Fruity47%39%18%10%27%Sweet39%35%17%9%24%Earthy20%26%24%20%23%Bitter26%21%12%8%16%Sour24%21%7%2%13%Drinking mome

26、nt brand winners 202415What tastes do US beer drinkers prefer?More younger Americans reject the hoppy taste popular with older age groups in flavor of a malty flavoring.Sweet,fruity,and citrusy beers are much more popular with younger Americans and women than older men.39%35%26%25%23%24%20%14%29%25%

27、31%30%25%20%11%11%MaltyHoppyCitrusyFruitySweetEarthyBitterSourPreferred beer tasteMale beer drinkers 21+Female beer drinkers 21+YouGov Beer&Hard Seltzers CategoryView:March-Sep 2024.(US beer drinkers 21-34:n 1,000;US beer drinkers 35-44:n 1,100;US beer drinkers 45-64:n 2,600;US beer drinkers:65+:n 3

28、,000;Men 21+n 1,800;Women:21+n 1,000)/arrows signify 10%relative difference for an age group fromall US beer drinkers aged 21+.Factors influencing beer choice21-3435-4445-6465+AllPrice48%49%45%35%44%Brand reputation44%45%38%37%41%Alcohol content51%41%27%16%33%Word of mouth39%37%31%25%33%Ingredients3

29、8%34%24%19%28%Deals and offers24%31%21%16%23%Appearance/packaging30%23%11%4%16%Country of origin21%22%13%11%16%Advertising19%16%8%5%11%Drinking moment brand winners 202416What influences beer choice?Alcohol content most notably factors into beer choice differences by age.Price is important to all ag

30、e groups,though less so for Americans aged 65+who care more about the specific beer brand they are drinking.YouGov Beer&Hard Seltzers CategoryView:March-Sep 2024.(US beer drinkers 21-34:n 1,000;US beer drinkers 35-44:n 1,100;US beer drinkers 45-64:n 2,600;US beer drinkers:65+:n 3,000)/arrows signify

31、 10%relative difference for an age group fromall US beer drinkers aged 21+.Drinking moment brand winners 20241727%24%15%17%42%34%35%36%31%42%50%46%21-3435-4445-6465+%of US beer drinkers who think craft beer is a fad Think craft beer is a fadNeither agree nor disagreeDont think craft beer is a fadYou

32、Gov Beer&Hard Seltzers CategoryView:March-Sep 2024.(US beer drinkers 21-34:n 1,000;US beer drinkers 35-44:n 1,100;US beer drinkers 45-64:n 2,600;US beer drinkers:65+:n 3,000)Is craft beer aa fad?Younger Americans are far more likely than older Americans to think craft beer is a fad.Drinking moment b

33、rand winners 202418Which of the following types of alcohol do you drink?YouGov Beer&Hard Seltzers CategoryView:March-Sep 2024.(US beer drinkers 21-34:n 1,000;US beer drinkers 35-44:n 1,100;US beer drinkers 45-64:n 2,600;US beer drinkers:65+:n 3,000)What else do beer drinkers drink?of US beer drinker

34、s aged 21-34 also drink wine,and they are much more likely than the average American beer drinker to consume RTD cocktails than liquor.75%75%55%41%35%25%66%62%38%38%31%57%68%21%22%19%63%58%11%9%9%WineLiquorReady-to-drinkcocktailHard seltzerHard cider%of US beer drinkers who drink other types of alco

35、hol21-3435-4445-6465+US drinking moment rankings 2024Drinking moment brand winners 2024194When do you typically drink alcohol?Get in touchRequest demoDrinking moment brand winners 20242070%64%52%42%29%38%33%34%35%67%59%55%44%36%35%35%38%35%65%55%49%36%37%28%33%29%23%52%47%45%25%43%22%13%14%11%Hangin

36、g outwith friendsSpecialoccasionsFamily get-togethersWatchingsports gamesWhile eating amealWhen I amaloneAfter workAttending liveeventsOn a dateOccasions for drinking alcohol,by age21-3435-4445-6465+YouGov Beer&Hard Seltzers CategoryView:March-Oct 2024.(US beer drinkers 21-34:n 1,200;US beer drinker

37、s 35-44:n 1,300;US beer drinkers 45-64:n 2,900;US beer drinkers:65+:n 3,400)When do beer drinkers drink?Social gatherings are the most popular occasions for drinking alcohol,though Americans aged 65+are notably more likely than other age groups to drink alcohol with meals21Drinking moment brand winn

38、ers 2024Looking at of thousands of panel surveys from throughout 2024,we compared brand purchase consideration of US beer drinkers(21+)who typically drink at specific occasions against all US beer drinkers(21+).The beers in this section are ranked by the difference in consideration between the two g

39、roups,highlighting brands more frequently in the consideration set among Americans who drink during specific occasions.For instance,30.1%of US beer drinkers who drink with friends would consider Blue Moon,while 26.3%of all US beer drinkers feel the same.This 2.3 percentage-point difference places Bl

40、ue Moon higher in our ranking than Heineken,despite the latter having an overall higher consideration among US beer drinkers(33.8%).Consideration scores in this analysis are rounded to the nearest decimal point,and differences are then determined from those rounded scores.This data in this analysis

41、comes from connecting YouGov CategoryView.Brands must have been tracked for 183 days to qualify for the ranking.Brand rankings methodologyDrinking moment brand winners 20242264%of US beer drinkers drink alcohol when hanging out with friends.What are they considering?RankBeerUS beer drinkers 21+with

42、friendsUS beer drinkers 21+Difference1CoronaExtra35.6%31.5%4.12Blue Moon30.1%26.3%3.83Guinness29.6%26.5%3.14Stella Artois22.8%19.9%2.95Heineken33.8%31.5%2.36Samuel Adams27.9%25.7%2.27Michelob ULTRA19.6%17.6%2.08Sierra Nevada14.1%12.3%1.89Miller Lite20.4%18.7%1.710Blue Moon Light Sky9.8%8.1%1.7YouGov

43、 Beer&Hard Seltzers CategoryView:March-Sep 2024.US beer drinkers 21+who drink with friends:n 4,800.Sorted by percentage-point difference.Which beers do Americans drink with friends?Corona Extra and Blue Moon are more likely to be in the consideration set for Americans who drink beer when hanging out

44、 with their friends.Get more dataDrinking moment brand winners 20242356%of US beer drinkers drink alcohol during special occasions.What are they considering?Which beers do Americans drink on special occasions?Heineken and Corona Extra are more likely to be in the consideration set for Americans who

45、drink beer on special occasions.YouGov Beer&Hard Seltzers CategoryView:March-Sep 2024.US beer drinkers 21+who drink on special occasions:n 4,200.Sorted by percentage-point difference.RankBeerUS beer drinkers 21+on special occasionsUS beer drinkers 21+Difference1Heineken35.8%31.5%4.32Corona Extra35.6

46、%31.5%4.13Blue Moon28.9%26.3%2.64Modelo26.3%24.0%2.35Corona Premier14.1%11.8%2.36Miller Lite20.8%18.7%2.17Heineken NA 0.08.8%6.8%2.08Stella Artois21.8%19.9%1.99Corona Light19.7%17.8%1.910Michelob ULTRA19.3%17.6%1.7YouGov Beer&Hard Seltzers CategoryView:March-Sep 2024.US beer drinkers 21+who drink at

47、 family get-togethers:n 3,800.Sorted by percentage-point difference.Drinking moment brand winners 20242450%of US beer drinkers drink alcohol during family get-togethers.What are they considering?Which beers do Americans drink with family?Modelo and Corona Extra are more likely to be in the considera

48、tion set for Americans who drink at family reunions and get-togethers.RankBeerUS beer drinkers 21+with familyUS beer drinkers 21+Difference1Modelo29.4%24.0%5.42CoronaExtra36.5%31.5%5.03Heineken35.6%31.5%4.14Michelob ULTRA21.3%17.6%3.75Samuel Adams28.9%25.7%3.26Coors Light24.2%21.1%3.17Stella Artois2

49、3.0%19.9%3.18Heineken NA 0.09.7%6.8%2.99Miller High Life18.5%15.8%2.710Miller Lite21.3%18.7%2.6Get more dataYouGov Beer&Hard Seltzers CategoryView:March-Sep 2024.US beer drinkers 21+who drink while watching sports:n 2,600.Sorted by percentage-point difference.Drinking moment brand winners 20242536%o

50、f US beer drinkers drink alcohol when watching sports games.What are they considering?Which beers do Americans drink when watching sports?Bud Light and Heineken are more likely to be in the consideration set for Americans who drink while watching sports games.RankBeerUS beer drinkers 21+when watchin

51、g sportsUS beer drinkers 21+Difference1Bud Light28.6%20.6%8.02Heineken38.7%31.5%7.23Budweiser30.5%24.5%6.04Modelo29.1%24.0%5.15Sierra Nevada17.2%12.3%4.96Guinness31.3%26.5%4.87Miller Lite23.4%18.7%4.78Miller High Life20.3%15.8%4.59Coors Light25.3%21.1%4.210Budweiser Zero10.2%6.1%4.1YouGov Beer&Hard

52、Seltzers CategoryView:March-Sep 2024.US beer drinkers 21+who drink while eating:n 3,100.Sorted by percentage-point difference.Drinking moment brand winners 20242636%of US beer drinkers drink alcohol while eating a meal.What are they considering?Which beers do Americans drink during meals?Samuel Adam

53、s and Modelo are more likely to be in the consideration set for Americans who drink while eating a meal.RankBeerUS beer drinkers 21+during mealsUS beer drinkers 21+Difference1Samuel Adams36.2%25.7%10.52Modelo31.7%24.0%7.73Stella Artois27.5%19.9%7.64Sierra Nevada18.5%12.3%6.25Blue Moon32.0%26.3%5.76C

54、oronaExtra37.0%31.5%5.57Dos Equis24.2%18.7%5.58New Belgium 14.2%9.2%5.09Lagunitas12.4%7.7%4.710Fat Tire16.9%12.3%4.6Get more dataYouGov Beer&Hard Seltzers CategoryView:March-Sep 2024.US beer drinkers 21+who drink when alone:n 2,100.Sorted by percentage-point difference.Drinking moment brand winners

55、20242730%of US beer drinkers drink alcohol when alone.What are they considering?Which beers do Americans drink by themselves?Budweiser and Heineken are more likely to be in the consideration set for Americans who drink beer when alone.RankBeerUS beer drinkers 21+by themselvesUS beer drinkers 21+Diff

56、erence1Budweiser31.5%24.5%7.02Heineken38.2%31.5%6.73Corona Extra28.7%22.6%6.14Miller Lite23.6%18.7%4.95Miller High Life20.4%15.8%4.66Busch15.4%10.9%4.57Natural Light13.7%9.2%4.58Blue Moon30.3%26.3%4.09Coors Edge6.9%3.6%3.310Budweiser Zero9.2%6.1%3.1YouGov Beer&Hard Seltzers CategoryView:March-Sep 20

57、24.US beer drinkers 21+who drink after work:n 1,900.Sorted by percentage-point difference.Drinking moment brand winners 20242829%of US beer drinkers drink alcoholafter work.What are they considering?Which beers do Americans drink after work?Corona brands are more likely to top the consideration set

58、for Americans who drink alcohol after work.RankBeerUS beer drinkers 21+after workUS beer drinkers 21+Difference1Corona Extra32.8%22.6%10.22Corona Light24.0%17.8%6.23Sierra Nevada17.2%12.3%4.94Samuel Adams30.3%25.7%4.65Modelo28.1%24.0%4.16Miller Lite22.3%18.7%3.67Pacifico13.7%10.3%3.48Lagunitas11.1%7

59、.7%3.49Miller High Life19.0%15.8%3.210Fat Tire15.5%12.3%3.2Get more dataYouGov Beer&Hard Seltzers CategoryView:March-Sep 2024.US beer drinkers 21+who drink at live events:n 2,000.Sorted by percentage-point difference.Drinking moment brand winners 20242929%of US beer drinkers drink alcohol whenattend

60、ing live events.What are they considering?Which beers do Americans drink at live events?Michelob ULTRA and Sierra Nevada are more likely to be in the consideration set for Americans who drink beer when alone.RankBeerUS beer drinkers 21+at live eventsUS beer drinkers 21+Difference1Michelob ULTRA23.9%

61、17.6%6.32Sierra Nevada18.3%12.3%6.03Modelo29.9%24.0%5.94Goose Island13.0%7.3%5.75Stella Artois25.1%19.9%5.26Corona Light23.0%17.8%5.27Corona Extra27.6%22.6%5.08Lagunitas12.3%7.7%4.69Samuel Adams30.2%25.7%4.510Pacifico14.8%10.3%4.5YouGov Beer&Hard Seltzers CategoryView:March-Sep 2024.US beer drinkers

62、 21+drink on dates:n 1,800.Sorted by percentage-point difference.Drinking moment brand winners 20243026%of US beer drinkers drink alcohol whenon a date.What are they considering?Which beers do Americans drink on dates?Blue Moon and Corona Extra are more likely to be in the consideration set for Amer

63、icans who drink beer when alone.RankBeerUS beer drinkers 21+on datesUS beer drinkers 21+Difference1Blue Moon34.1%26.3%7.82CoronaExtra37.1%31.5%5.63Sierra Nevada17.9%12.3%5.64Lagunitas12.6%7.7%4.95Corona Premier16.6%11.8%4.86Modelo28.7%24.0%4.77Amstel15.4%11.2%4.28Pacifico14.4%10.3%4.19Miller Lite22.

64、7%18.7%4.010Fat Tire16.1%12.3%3.8Get more dataYouGov Beer&Hard Seltzers CategoryView:March-Sep 2024.US beer drinkers 21+drink on dates:n 1,800.Sorted by percentage-point difference.Drinking moment brand winners 202431Which beers are most associated with different drinking moments?A different beer le

65、ads the consideration set for each different drinking moment,with Samuel Adams most distinctly winning mealtimes and Corona Extra winning after workDrinking momentBeerDifferenceHanging out with friendsCorona Extra4.1Special occasionsHeineken4.3Family get-togethersModelo5.4Watching sports gamesBud Li

66、ght8.0While eating a mealSamuel Adams10.5When Im aloneBudweiser7.0After workCorona Extra10.2Attending live eventsMichelob ULTRA6.3On a dateBlue Moon7.8Get in touchExplore brand tracking32Beer&Hard Seltzers CategoryViewTrend your brand sentiment data across relevant audiencegroups(variants,spending h

67、abits,and purchase drivers)Understand emerging categories like hard seltzer,NAs,ready-to-drink cocktails,and moreDive deep into the why and how of consumer drinkingpatterns across key demographics and regions.Much moreDrinking moment brand winners 2024Talk to a researcherRequest free trialYouGov,202

68、4,all rights reserved.All materials contained herein are protected by copyright laws.Any storage,reproduction or distribution of such materials,in whole or in part,in any form without the prior written permission of YouGov is prohibited.This information(including any enclosures and attachments)is pr

69、opriety and confidential and has been prepared for the exclusive use and benefit of the addressee(s)and solely for the purpose for which it is provided.We make no representations,warranties or guarantees,whether express or implied,that the information is accurate,complete or up to date.We exclude al

70、l implied conditions,warranties,representations or other terms that may apply and we will not be liable to you for any loss or damage,whether in contract,tort(including negligence),breach of statutory duty,or otherwise,even if foreseeable,arising under or in connection with use of or reliance on the information.We do not exclude or limit in any way our liability to you where it would be unlawful to do so.Thank