An interesting new study from Scarborough Research shows what cities are drinking more craft beer. This from the results:
NEW YORK (June 14, 2012) – A new study from local market consumer research firm Scarborough reveals that 42 percent of the age 21+ American adult population have enjoyed a beer in the past 30 days. More specifically, five percent of all adults 21+ have had a microbrew in the same time frame. With Memorial Day behind us and BBQ and grilling season heating up, the latest Scarborough analysis looks at behaviors of Microbrew Drinkers.
Where are these beer drinkers buying their brew? More than half (53%) of Microbrew Drinkers purchased beer at a grocery store in the past 30 days. Microbrew Drinkers also purchased beer at sit-down restaurants (45%), nightclubs or bars (38%) and liquor stores (37%). Microbrew Drinkers are more than twice as likely as all beer-drinking adults 21+ to have purchased beer at a stadium or arena in the past 30 days.
In terms of demographics, 25 percent of Microbrew Drinkers are between 30 and 39 years old. Microbrew Drinkers are 49 percent more likely than all U.S. adults 21+ to be men and also 49 percent more likely to be employed full-time. They are 54 percent more likely than all U.S. adults 21+ to hold white collar employment and 78 percent more likely to have an annual household income of $250K or higher. Half of all Microbrew Drinkers have a college degree or higher and 19 percent have participated in adult continuing education classes in the past 12 months.
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