We interviewed nearly 300 consumers (largely Female) about their alcoholic beverage preferences and shopping habits.
Our study results provide direction for Alcohol Brands on how they should pitch to consumers under/over 35.
Younger (21 to 34)
Looking for Sweet or Semi-Sweet, Less Tart, Lighter/Less Body
Tend to prefer White Wine
Use descriptors such as Hard, Blended, Rich, Elegant, Floral to appeal to this age group
Highlight visually attractive packaging and product claims on your label
Purchase and drink alcoholic beverages less often, so orient your content around a special occasion / celebratory (rather than everyday)
Enjoy experimenting with new products, so position content around how trying your beverage is a fun experiment
Rely on product reviews before pulling the trigger on a product purchase, so have creators review your product in content
Older 35+
Looking for dry, less sweet, more tart, fuller body
Enjoy both Red and White Wine
Use descriptors such as Fresh, Craft, Fruit, Vanilla, Smoky, Malt to appeal to this age group
Value variety and a largeselectionof products. Highlight a variety of flavors or demonstrate how your product stands out from the crowd
Tend to buy alcohol during family grocery shopping trip at a club store or natural grocer - have content demonstrate how your product adds a bit of fun/spice to an otherwise mundane shopping trip
Discover new products in-store and will be drawn to promotions/discounts when browsing in-store, so highlight promotions for your product
These consumers are more likely to stick with products they know – need to provide them with a compelling reason why they should try your product rather than sticking with their usual favorites
Side-By-Side Comparisons
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