“Beer: proof that God loves us! “ is a quote by one of our most beloved founding fathers Benjamin Franklin. I personally couldn’t agree more. Even after giving up drinking, I still enjoy cracking a beer once and a while. However as a non-alcoholic near beer connoisseur I don’t get nearly as many choices as the regular guy. But whether you drink O’Doul’s or Budweiser what beer you drink says a lot about you even before you’ve had too many, at least according to Mindset Media. The market researcher specializes in psychographics. The company started with that due to the many opinions and brand loyalties for beers the choice must be directly linked to personality. So Mindset interviewed more than 2,600 people online. They found that there were specific personalities and mind-sets according to the Mindset Director-Research John Durant a self professed beer lover. The Mindset Media study was featured in an article on Adage.com Nov. 2009. To learn more read the full article here. Or read my version below. I also included my favorite commercials from all brands listed.
WARNING THE COMMERCIALS ARE A LITTLE RACY SO IF YOU ARE EASILY OFFENDED PLEASE DON’T WATCH.
Research found that there were generalities as well. People that prefer domestic beers to craft beers or imports are generally middle of the road in their politics. People that don’t drink beer are much more conservative and exotic beer drinkers tended to be much more liberal. People that drink a large portfolio of beers rather than remaining loyal to one enjoyed a variety of life experiences and tended to be emotional and open minded. Very much the type of person to respond well to Dos Equis: “ I don’t always drink beer, but when I do, I prefer Dos Equis.”
Broken Down By Brand:
Bud drinkers are sensible grounded and practical. They don’t get carried away easily and don’t like authority. They are the opposite of daydreamers but tend to be spontaneous, choosing not to plan things in advance. 42% of Budweiser drinkers are more likely to drive a truck than your average Joe as well use breath-freshening strips every day. Bud drinkers 68% more often choose credits cards with flexible payment terms.
Okay Bud light does such a good job I put down two examples of entertaining ads.
President Obama is among the ranks of Bud Light drinkers. His drink of choice was a Bud Light at the “Beer Summit” when he invited police officer James Cowley and Harvard professor Henry Gate over to the White House for a beer and a make-up chat. The Cop selected Blue Moon why the professor went for a Red Stripe. Bud Light drinkers are not just Bud fans on a diet however. Their personalities differ greatly from their full calorie cousins.
Bud Light drinkers are grounded like their Bud cousins but respect authority. They lack in carefulness and often have frat boy-like personalties. They embrace risk-taking. They are generally are seen as having good-time personalities and easy to get along with. They are 48% more likely than the average person to play the lottery ever day. They are 34% less likely to never buy organic goods.
Michelob Ultra drinkers can be a little conceited and care about others opinions. They tend to have strong opinions and are often take charge types to the point of confrontational. They are 43% more likely to care about sustainability and 34% more likely to buy life insurance. They embody the ads featured by the 2008 hip TV spot by the Beer Company. It featured a handsome young male executive who dashes out of a meeting for a run and meets up with his equally hip and attractive female running partner. Then they change into hipster clothes and attend a rooftop party. More young fabulous beautiful friends also drinking Michelob Ultra join them. This embodies the essence of the Michelob Ultra drinker. Young hip and deeply concerned with image.
Extroverts, energetic and the life of the party best describe Corona drinkers. They are always looking for company whether in a group or one on one. They care a lot about other people and see themselves as warm and giving. 91% more likely than the average to buy recycled products. Hit them up for the super bowl party in addition to being into parties they are 38% more likely to own 3 or more flat screen TV’s.
The word “Poser “ best describes Heineken drinkers. They believe they are awesome with low scores in modesty and high self esteem scores. They love brand images. They are attracted to luxury products more than others. They are energetic and dynamic and want to be the center of attention or at least in the middle of the action. They are 29% more likely to drive sports cars. People that list Heineken as their favorite beer are 45% more likely to be early adopters of mobile phones and 58% more likely to have American Express cards.
Socially liberal and usually up to going against convention. They share many personality traits with craft brew drinkers. They believe children should be exposed to moral dilemmas and allowed to come to their own conclusions. They can be sarcastic to get their points across. They are socially liberal. Hate moral authorities and are 105% more likely to drive hybrids. They are 77% more likely to won Apple laptops. They also collect shoes being 65% more likely to purchase five pairs of sneakers every year. Also 32% more likely to be registered voters.
In the study the similarities were such a that all these brands got lumped into one description of personality traits shared by the craft drinkers in general. They are 153% more likely to always buy organic. 52% more likely to love the show “The Office”. They spend time thing about beer rather tan work. They are open-minded and seek out interesting and varied experiences. They are Intellectually responsible. They don’t worry about missed deadlines and generally are happy go lucky.
50% more likely to call themselves republicans. Often conservative and 30% more likely to not buy organic goods. Tend to see issues as black and white. Honor authority and tradition and a quieter social life.
All in all I found this study very interesting. Whether it is true or not I will leave up to you my readers. However as a ex-Bud Light now O’Doul’s Amber drinker I didn’t really find my self-identifying much with the Abstainers category. I found the Bud Light commercial to be rather spot on however. I would be very interested to do a similar study that included wine and liquor categories. Please comment if you have read about such a study. Some great beer commercials are included below for your enjoyment as well.