Issue link: https://read.dmtmag.com/i/582975
Beer Handbook 2015 188 Consumer Characteristics Any Beer 48.6% 10.9% 7.7% 7.9% 7.9% 8.0% 9.1% 100.0% Regular 46.2 11.5 7.0 8.4 7.5 8.9 10.5 100.0 Light 48.2 11.6 7.4 7.9 8.4 8.6 7.9 100.0 Malt Liquor 33.3 5.4 7.1 9.0 10.3 7.1 27.9 100.0 Imported 52.1 10.5 7.2 7.8 6.9 7.6 7.9 100.0 Non-Alcohol 34.9 9.9 8.2 12.7 11.1 6.6 16.5 100.0 Craft 62.2 10.0 6.5 5.4 4.6 7.0 4.2 100.0 Adult Population 42.3% 10.4% 7.8% 9.1% 9.1% 8.2% 13.1% 100.0% Note: Includes consumers aged 21 and over only. Source: Simmons Market Research Bureau; Fall 2014 Study of Media and Markets. Income Distribution of Consumers by Beer Category $75,000 $60,000- $50,000- $40,000- $30,000- $20,000- Under Category & Over $74,999 $59,999 $49,999 $39,999 $29,999 $20,000 Total Any Beer 54.4% 49.5% 46.6% 82.4% 82.2% 92.3% 32.8% 47.4% Regular 26.8 27.1 22.0 45.8 41.0 53.1 19.6 24.5 Light 31.8 31.0 26.3 48.9 51.5 58.1 16.9 27.9 Malt Liquor 2.6 1.7 3.0 6.6 7.7 5.8 7.0 3.3 Imported 35.4 29.1 26.7 49.6 43.6 53.2 17.4 28.8 Non-Alcohol 3.3 3.8 4.2 11.1 9.5 6.4 5.0 4.0 Craft 27.7 18.2 15.8 22.5 19.1 31.9 6.1 18.8 Total Population (millions) 93.8 23.0 17.3 20.0 20.1 18.2 29.0 221.4 Note: Includes consumers aged 21 and over only. Source: Simmons Market Research Bureau; Fall 2014 Study of Media and Markets. Percentage of Persons Who Drink Beer by Income Level $75,000 $60,000- $50,000- $40,000- $30,000- $20,000- Under Total Category & Over $74,999 $59,999 $49,999 $39,999 $29,999 $20,000 Adults Any Beer 53.6% 49.5% 52.6% 47.3% 44.5% 45.9% 47.4% Regular 27.8 24.5 26.6 24.4 23.3 25.7 24.5 Light 27.6 29.0 30.2 28.3 28.1 26.4 27.9 Malt Liquor 2.0 1.1 2.4 2.8 3.8 7.9 3.3 Imported 37.9 33.6 36.2 28.9 22.0 26.7 28.8 Non-Alcohol 4.0 4.2 3.0 3.4 4.2 6.1 4.0 Craft 34.2 25.9 30.0 18.9 10.5 9.3 18.8 Adult Population (millions) 24.2 5.5 38.2 63.1 66.9 13.8 221.4 (*) Less than 1 year to 3 years. Note: Includes consumers aged 21 and over only. Source: Simmons Market Research Bureau; Fall 2014 Study of Media and Markets. Percentage of Persons Who Drink Beer by Education Level Graduate Attended Graduated Attended * Graduated Attended Total Category Degree Graduate School College College High School High School Adults