Adult Beverage Industry Trend Analysis

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A thorough trend analysis of the Adult Beverage Industy. Presentation was for a Marketing class and composed for Dr. Robert Everton of North Carolina Wesleyan College.

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Adult Beverage Industry Trend Analysis

  1. 1. Perfection Marketing Research, Inc. Jacob Lewis William Campbell Jason Webb
  2. 2. Perfection Marketing Research, Inc. <ul><li>We specialize in attaining and formulating data into marketing reports and making them available to companies or persons of interest. </li></ul><ul><ul><ul><li>Our reports are made available at a cost. </li></ul></ul></ul><ul><li>Consultation and application of data with clientele. </li></ul>
  3. 3. Adult Beverage Marketing Research <ul><li>Our main objective is to analyze the adult beverage industry to understand what may drive people to consume a specific type of beverage. </li></ul><ul><ul><li>Base information off primary and secondary research methods. </li></ul></ul>
  4. 4. Quick Facts <ul><li>July 2007 poll – 64% confess to regular drinking </li></ul><ul><li>Three players </li></ul><ul><ul><li>Beer </li></ul></ul><ul><ul><li>Wine </li></ul></ul><ul><ul><li>Liquor or Spirits </li></ul></ul><ul><li>91.6 billion dollar industry </li></ul>
  5. 5. Objectives Outlined <ul><li>Research secondary information </li></ul><ul><li>Analyze charts and graphs </li></ul><ul><ul><ul><li>Demographic Trends </li></ul></ul></ul><ul><ul><ul><li>Sales Trends </li></ul></ul></ul><ul><ul><ul><li>Alcohol consumption </li></ul></ul></ul><ul><ul><ul><li>Beverage preferences </li></ul></ul></ul><ul><li>Locate target market </li></ul><ul><ul><ul><li>Demographic </li></ul></ul></ul><ul><ul><ul><li>Race/Gender </li></ul></ul></ul>
  6. 6. Methods of Secondary Research <ul><li>Telephone Interviews </li></ul><ul><li>Polls </li></ul><ul><li>Surveys </li></ul><ul><li>Interviews </li></ul><ul><li>Internet based </li></ul><ul><li>Observation </li></ul>
  7. 7. Realization of Drinking
  8. 9. Age & Gender Demographics <ul><li>20-24 </li></ul><ul><li>25-44 </li></ul><ul><li>45-64 </li></ul><ul><li>65+ </li></ul><ul><li>Male/Female </li></ul>
  9. 15. Three Legged Race
  10. 16. Trends in Alcohol Industry
  11. 17. Trends cont.
  12. 18. Trends cont.
  13. 19. Trends cont.
  14. 20. Trends cont.
  15. 21. Summary of Demographics and Trends <ul><li>Male, female, younger, and older drinkers have different beverage preferences in regards to beer vs. wine. </li></ul><ul><ul><li>Beer </li></ul></ul><ul><ul><ul><ul><li>Male Drinkers </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Younger Drinkers </li></ul></ul></ul></ul><ul><ul><li>Wine </li></ul></ul><ul><ul><ul><ul><li>Female Drinkers </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Older Drinkers </li></ul></ul></ul></ul>
  16. 22. Recommendations <ul><li>Beer Industry </li></ul><ul><ul><ul><li>Continue appealing to younger age groups and men </li></ul></ul></ul><ul><ul><ul><li>Potential for growth in women (change marketing technique or form) </li></ul></ul></ul><ul><ul><ul><ul><ul><li>Low-cal beers </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Fruity beers </li></ul></ul></ul></ul></ul><ul><ul><ul><li>Reach out to the older age groups </li></ul></ul></ul><ul><ul><ul><ul><ul><li>Low-cal </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>More coupons </li></ul></ul></ul></ul></ul><ul><ul><ul><li>Advertise towards a broader target market </li></ul></ul></ul>
  17. 23. Recommendations <ul><li>Wine and Spirits </li></ul><ul><ul><ul><li>More generic base/low cost wines to appeal to younger age groups. </li></ul></ul></ul><ul><ul><ul><li>Advertise for younger groups and men </li></ul></ul></ul><ul><ul><ul><li>Continue appealing to women and older groups </li></ul></ul></ul><ul><ul><ul><li>Push more in retail and distribution </li></ul></ul></ul><ul><ul><ul><li>Brown Liquors appeal to men and Clear liquors appeal to women </li></ul></ul></ul>
  18. 24. Recommendations <ul><li>Survey methods </li></ul><ul><ul><ul><li>Taste test at bars </li></ul></ul></ul><ul><ul><ul><li>Market experimentation (pilot studies) </li></ul></ul></ul><ul><ul><ul><li>Re-survey </li></ul></ul></ul><ul><ul><ul><ul><ul><li>Yearly income </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Race </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Larger Sample Groups </li></ul></ul></ul></ul></ul>
  19. 25. Conclusion <ul><li>Beer is the leading alcoholic beverage </li></ul><ul><li>Demographics and gender play an important role in beverage taste </li></ul><ul><li>Opportunities in the beer and wine industry </li></ul><ul><li>Advertising could swing the consumer thought </li></ul>
  20. 26. Examples of Advertisements <ul><li>Bud Light &quot;Men Invinted Everything“ </li></ul><ul><li>Miller Lite &quot;Overflow“ </li></ul><ul><li>Captain Morgan </li></ul><ul><li>Bacardi </li></ul><ul><li>Rosemount Wine </li></ul>

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