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Scarborough Shaken & Stirred Millennials

Scarborough. A SCARBOROUGH INFOGRAPHIC Shaken & Stirred Millennials. What'll it be? How can you ensure your alcoholic beverage marketing plan will have a glass half-full outcome? Local market consumer insights firm Scarborough illustrates how to reach Shaken and Stirred Millennials-adults age 21 to 34 who say they drink any alcohol. By understanding what Shaken and Stirred Millennials are drinking, where they purchase alcohol and what other activities they engage in, marketers can efficiently target this consumer group that is still establishing their tastes and cultivating their palates. Cheers! FOLLOW US ON 71 DRINK % 21+ of ADULTS SAY тнEY ANY AL COHO L* *BEER, HARD CIDER, LIQUOR (SPIRITS), WINE AND WINE COOLERS. Source: Soarborough USA Study. Release 2, 2012 0 2013 Scarborough OF THAT 7 1 % : . ARE 34 %21- 27% SHAKEN & STIRRED Millennials are more likely than all adults 21+ to 54% agree they strive to achieve high social status. SHAKEN & STIRRED FOR THIS INFOGRAPHIC, SHAKEN & STIRRED MILLENNIALS MILLENNIALS ARE DEFINED AS ADULTS 21-34 WHO SAY THEY DRINK ANY ALCOHOL SHAKEN & STIRRED MILLENNIALS ARE: 19% 21% 30% more likely more likely of Shaken & than all adults 21+ to be than all adults 21+ to hold Stirred Millennials have a employed full-time White Collar employment college degree or higher WINE PURCHASED BY SHAKEN & STIRRED 28% 28% MILLENNIALS IN PAST 3 MONTHS ANY CHAMPAGNE ANY ANY ANY BLUSH OR RED WHITE OR ROSÉ SPARKLING WINE BEER DRANK BY SHAKEN & STIRRED MILLENNIALS IN PAST 30 DAYS ANY ANY ANY DOMESTIC DOMESTIC ANY MICROBREW LIGHT REGULAR IMPORT 44% 56% 34% LIQUOR DRANK BY SHAKEN & STIRRED MILLENNIALS IN PAST 30 DAYS VODKA PRE-MIXED COCKTAILS 55% TEQUILA RUM WITH LIQUOR BOURBON 22% WHISKEY 21% 15% 12% OTHER BEVERAGES DRANK BY SHAKEN & STIRRED MILLENNIALS IN PAST 7 DAYS SHAKEN & STIRRED SHAKEN & STIRRED SHAKEN & STIRRED Millennials Millennials are Millennials are aremore thanWICE more likely than all adults 21+ more ikely than % as likely as all adults 21+ to have had an energy drink in the past seven days. all adults 21+ to have had a regular soft drink in the past seven days. to have had a fruit drink in the past seven days. LOCATIONS WINE WHERE ALCOHOLIC BEVERAGES WERE PURCHASED BY SHAKEN & STIRRED MILLENNIALS IN PAST 30 DAYS BEER LIQUOR GROCER Y CONVENIENCE STOR E STOR E 20% 30% 7% 4% 19% 3% 30% of Shaken & Stirred Millennials purchased beer at a grocery store in the past 30 days. CLUB STORE Sit-Down RESTAURANT SHAKEN & STIRRED Millennials are more likely than all adults 21+ 5% 6% 3% 13% 21% 12% to consider themselves sophisticated. SHAKEN & STIRRED Millennials are more likely than all adults 21+ to agree that risk-taking is exciting to them. 45% B A NIGHTCLUBR or STORE SHAKEN & STIRRED Millennials are 1% more likely than all adults 21+ to agree they like to live a lifestyle that impresses others. 18% 21% 33% 5% 23% 21% WHERE ELSE ARE SHAKEN & STIRRED MILLENNIALS? 75% More than TWICE 1% more likely than all adults 21+ to go as likely as all adults 21+ to more likely to attend a R&B/Rap/Hip-Hop attend a rock concert in to a comedy club in past Concert in past twelve months past twelve months twelve months 27% 22% 18% more likely more likely more likely than all adults 21+ to than all adults 21+ to visit than all adults 21+ to visit visit a pizza restaurant a Mexican restaurant a Chinese restaurant in the past 30 days in the past 30 days in the past 30 days WHAT DO SHAKEN & STIRRED MILLENNIALS DO FOR FUN? 13% 21% 12% played football in past played basketball in past played softball/baseball in twelve months twelve months past twelve months YOU DON'T HAVE TO GO HOME, BUT YOU CAN'T STAY HERE WHERE ELSE IS THERE TO GO ? 60% 1% more likely of Shaken & than all adults 21+ to visit Stirred Millennials live in any quick service restaurant a household that used in the past 30 days. coffee in the past 30 days. NON-ALCOHOLIC BEVERAGES DRANK BY SHAKEN & STIRRED MILLENNIALS IN THE PAST 7 DAYS INDEX 112 INDEX INDEX 133 126 48% 29% 52% 55% 29% of Shaken & Stirred Millenials drank any specialty coffee in Shaken & Stirred the past 7 days. INDEX 152 Millennials are 52% more likely than all adults 21. to drink sports drinks. ANY ANY ANY ANY SPECIALTY SPORTS TEA IN BOTTLE BOTTLED COFFEE DRINK OR CAN WATER For purchase information for this, or any other consumer topics, please contact O:) uick-Serzice Scarborough Haley Dercher 6465171042 hdercher @scarborough.com RESTAURANTS dialog scarborough.com VISITED BY SHAKEN & STIRRED MILLENNIALSIN Source: Scarborough USA- Study. Release 2, 2012. 0 2013 Scarborough PAST 30 DAYS 57% of Shaken & Stirred Millennials ate at McDonald's in the past 30 days. WENDY'S BURGER KING TACO BELLO SUBWAY MCDONALD'S 27% 27% 31% 36% 57% FOLLOW US ON & Scarborough. 18

Scarborough Shaken & Stirred Millennials

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Scarborough infographic on alcoholic beverage consumption of Millennials age 21-34.

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