Craft beer lovers likely to buy organics

Market research reveals the sustainable preferences of beer drinkers.

Wed, Nov 04 2009 at 8:28 PM EST

photo: Orin Zebest/Flickr

This is kind of interesting. Advertising Age is reporting that a study was done on beer drinkers’ choice of beer and their personalities.

The study came up with some results that probably seem like a “so what” to most people, but to advertisers, it’s valuable information. Some of that “so what” information are statistics like Bud drinkers are “42 percent more likely to use breath-freshening strips every day” or Corona drinkers are “38 percent more likely to own three or more flat-screen TVs.”

When it came to beer drinkers and some of their sustainable priorities, here’s what they found out.

Craft-beer lovers are 153 percent more likely to always buy organic while Bud Light drinkers are 34 percent more likely to never buy organic products.
Michelob Ultra drinkers are 43 percent more likely than the average person to consider sustainability a priority.
Corona drinkers are 91 percent more likely than average to buy recycled products.
Blue Moon drinkers are 105 percent more likely than the average person to drive hybrid cars.
Those who abstain from drinking beer altogether are 30 percent more likely to never buy organic products.

They didn’t say anything about my favorite beer, Smithwicks. Maybe my beer choice says that I’m 100 percent more likely to want to spend more time in Ireland.

I think it’s interesting that a study like this dedicated a lot of its findings to sustainable issues. It shows how mainstream sustainable opinions are becoming. What do you think? Does this study interest you? Do you drink any of the beers mentioned? Do you see yourself in the study’s profile?

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