As promised, we've got some more psychographic profiles of brand loyal beer drinkers. Thanks to research from Mindset Media, and the article by Beth Snyder Bulik from Advertising Age, we've already learned what kind of people drink Bud and Bud Light. Today, we bring you the results for those who prefer Michelob Ultra, Corona, Heineken or Blue Moon.
Here's what they found:
Have you seen the 2008 TV spot that's still on about the hip, handsome young male executive dashing out of a meeting to put on running gear? He meets up with an equally fetching athletically garbed woman for an inner-city run before both magically change into trendy threads and hit a fabulously decorated rooftop-bar party with even more young and beautiful friends—all drinking Michelob Ultra, of course. Every personality trait Mindset Media came up with appears there.
Michelob Ultra drinkers rate high in superiority; that is, they 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.
"Where's the party?" is probably an oft-asked question by Corona and Corona Light drinkers. They are busy and energetic people who are also extremely extroverted. They're people persons who seek out the company of others whether in a group or just one-to-one. Corona drinkers do more and see more people in one day than most people see in a week. But the life-of-the-party Corona drinkers also have an altruistic side; they care deeply about other people and see themselves as giving and warm.
Corona drinkers are 91% more likely than average to buy recycled products and 38% more likely to own three or more flat-screen TVs.
There's a slang term that could sum up Heineken drinkers: posers. These self-assured people believe they are exceptional, get low scores on modesty and high scores on self-esteem. They love their brand badges—a role the distinctive green glass bottle may play—and in fact, this group is attracted to luxury products in general. They are also energetic and dynamic and enjoy being both the center of attention and in the middle of the action.
People who choose Heineken as their favorite beer are 58% more likely to have American Express cards, 45% more likely to be early adopters of new mobile phones, and 29% more likely to drive sports cars.
The personality traits of people who prefer Blue Moon, a Belgian style wheat beer, tracked similarly to the same type of people who prefer craft beers—which means Blue Moon drinkers probably don't know it's a Molson Coors Brewing Co. family product made in Colorado.
Blue Moonies are socially liberal and usually quite willing to go against convention. They really hate moral authorities, and believe children should be exposed to moral dilemmas and allowed to come to their own conclusions. They can also be sarcastic and snide in order to get a point across.
People who drink Blue Moon beer are 105% more likely than the average person to drive hybrid cars, 77% more likely to own Apple laptops, 65% more likely to purchase five pairs or more of sneakers every year, and 32% more likely to not be registered voters.
There you have it folks! Do you agree? Disagree? What did you find most interesting?
There's more where that came from. Next up, we've got craft beer drinkers and abstainers. Check back soon!