An online study by market researching firm Mindset Media found some interesting correlations between the beer you choose to drink and the personality traits that go along with it.
Mindset described their psychographic findings to Adage.com, and the results fit within many of the established advertising methods these beer companies use, but some were less clear.
A prime example of how beer can be marketed to very susceptible parts of the human psyche, i.e. the ego, is seen clearly in how Michelob Ultra drinkers see themselves. According to the survey, Michelob Ultra drinkers:
“Think highly of themselves and can be a little bit conceited. They care what other people think about them and want to appear perfect. They also tend to be take-charge types with strong opinions, and can even be confrontational. Michelob Ultra drinkers are 43% more likely than the average person to consider sustainability a priority, and 34% more likely to buy life insurance.”
Interestingly enough, that is spot on with their current TV ad. In the video, two young, sexy, corporate exec-types are working hard, then are quickly out running excitedly through the city, and moments later sipping Michelob Ultras at a chic Manhattan rooftop bar surrounded by other beautiful people sipping their energy drink, oh I mean beer. (You can see the ad here)
Mindset Media questioned about 2,500 people through online surveys on their favorite beer and many personality-describing questions relating to how to market to these individuals.
The director behind the survey, John Durant, said that, “he doesn’t just like beer, [he] loves it.” Personally, he drinks Stella Artois, and that means, “I’m a little bit immodest,” he said, “but it also means I’m very open minded, and like to experience new things.”
Craft beer drinkers were found to be social liberals. They separated craft beer from Blue Moon drinkers even though many don’t realize the orange flavored sorority favorite is part of the Coors Brewing Co. but instead that it is an independent brew. Regardless, patrons of both had relatively similar standpoints on most issues. Those that enjoy Blue Moon, and craft beers in general, lean socially liberal and according to the survey if you drink Blue Moon you are “105% more likely to drive hybrid cars, 77% more likely to own Mac laptops, 65% more likely to purchase five pairs or more of sneakers every year, and 32% more likely to not be registered voters.”
Values of beer drinkers and their choice of drink is a tricky business, there is certainly some stigma associated with drinking certain brands of beer, same as there would be for different brands of clothing. Some interesting correlations made in the study included the data that Budweiser is the choice for the practical, sensible, minded. Bud drinkers “are 42% more likely to drive a truck, [and] 68% more likely to choose a credit card with flexible payments.” Coors Light is a tried and true choice, and a drinker is probably more likely to get in a bar fight, and be less creative.
Corona, expectedly, attracts extroverts and people going out to bars a lot. Dos Equis was an interesting case. The Dos Equis ads featuring “The Most Interesting Man In the World” haven’t been around too long, and his catch phrase, “I don’t always drink beer, but when I do, I prefer Dos Equis,” matched up perfectly with those who most often drink the double ex.
Of course, an analysis like this does tend toward a chicken vs. egg argument. Has Dos Equis always been the beer of choice for connoisseurs of life, or was that image solely created by Dos Equis? The same of course could be said for Michelob Ultra, and to lesser degrees all beer, although none limit themselves in a market slice as these two.
The full study data will be released shortly on Mindset media’s website.
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