We’ve told you what kind of people drink Bud and Bud Light, we’ve reported the politics, personalities and purchasing habits of those who prefer Mic Ultra, Corona, Heineken and Blue Moon and today we bring you the psychographics on craft beer drinkers and abstainers.
At first I was a bit disappointed to see that all craft beers were lumped into one category, however I understand that we’re a much smaller group and with so many great breweries it would be difficult to profile. Plus, as the results confirm – craft beer drinkers tend to be more open minded, meaning they’re more likely to try new things and new beers. The Ad Age article actually address why it’s one category and they make their case well.
These specialty made beers get lumped into one category both because there are fewer fans (and thus less statistically significant data) of them, but also because the personalities of one type fairly well describe another. This group is more likely to spend time thinking about beer rather than work. They are more open-minded than most people, seek out interesting and varied experiences and are intellectually curious. Craft beer drinkers also skew as having a lower sense of responsibility—they don’t stress about missed deadlines and tend to be happy-go-lucky about life.
Craft-beer lovers are 153% more likely to always buy organic, 52% more likely to be fans of the show “The Office” and 36% more likely to be the ones to choose the movie they are going to see at the theater.
I must admit, all of Mindset Media’s findings ring true with me… the being more likely to spend time thinking about beer rather than work factoid is a bit tricky for me, as beer is my work. I’ll just chalk that up to being lucky though. The other stuff is dead on. I’m very open-minded, intellectually curious and totally spontaneous. I’m also probably one of the most happy-go-lucky people you’ll ever meet. I buy organic when I can, I freaking love “The Office” and I’m usually the one in control of the movies I see.
Here’s what they had to say about abstainers:
It probably doesn’t take a psychographic profile to discover that those people who refuse to drink beer at all don’t like to loosen up very much. They are socially conservative and see many issues as black and white. Teetotalers honor tradition and authority and prefer a less-hectic social life.
People who turn down beer are 50% more likely to call themselves Republican, and are 30% more likely to never buy organic products.
Do their findings ring true to you? See a recap of all of the profiles in the Ad Age article and let us know what you think!
[techtags:BEER DRINKERS, BEER POLL, BEER SURVEY, BEER PERSONALITIES]