Bulleit Bourbon Drinkers - Demographics & Psychographics

Part
01
of two
Part
01

Bulleit Drinkers: Demographics

A report revealed that Bulleit was first produced in Kentucky, and it is one of the fastest-growing whiskeys in the world. Below is an overview of our findings.

DEMOGRAPHIC PROFILE OF WHISKEY/BOURBON DRINKERS

INCOME

LOCATION

  • In 2018, Kentucky had the highest per capita consumption of whiskey at 240.4% in 9-liter cases per 1000 adults.
  • Bulleit was first produced in Kentucky and it is one of the fastest-growing whiskeys in the world.
  • Also, Bulleit is well-consumed in Kentucky.
  • In March 2017, Bulleit launched its $115 million plant facility in Shelbyville, Kentucky.
  • This facility can produce up to 1.8 million proof gallons annually.
  • In 2018, New Hampshire had the second-highest per capita consumption of whiskey at 217% in 9-liter cases per 1000 adults.
  • In 2018, New York City had the lowest per capita consumption of whiskey at 51.5% in 9-liter cases per 1000 adults.

EDUCATION LEVEL

  • The majority of whiskey/bourbon consumers are from the millennial generation. A report revealed that millennials are more educated compared to the silent generation and baby boomers.
  • Another report also revealed that almost 70% of the bourbon drinkers had not graduated from the college, 17% was found to have a college degree, while 10% had a graduate degree.

EMPLOYMENT STATUS

  • Currently, the majority of whiskey/bourbon consumers are from the millennial generation.
  • Across all occupations, millennials accounted for 31.7 percent of total employment.

ADDITIONAL FINDINGS

  • A report published by Sourmashed revealed that 13.1% of Americans drink bourbon regularly.

RESEARCH STRATEGY

To address the research request, our initial approach was to search through press releases and news outlets such as PRNewswire, Newswire, PRWeb, and so on to identify the demographic profile of whiskey/bourbon drinkers with a special focus on the profile of a Bulleit drinker. Here, we were able to identify a piece of general information on the income level of whiskey/bourbon drinkers and location of Bulleit drinkers in the United States. We could not identify direct information regarding the income, education level, and employment status of Bulleit drinkers through this strategy. Also, we could not identify direct information regarding the whiskey/bourbon drinkers' educational level and employment status through this search.

Next, we searched through market reports, industry publications, and media publications such as MarketsandMarkets, MarketWatch, Forbes, among others to identify the income level, educational level, and employment status of Bulleit drinkers. Again, we could not identify the required information through this approach. The information we were able to retrieve was also related to the income level, age group of whiskey/bourbon drinkers, and insight on the location of Bulleit drinkers in the United States. Also, we could not identify direct information regarding the whiskey/bourbon drinkers' educational level and employment status through this search.

Next, we searched through research platforms and statistics databases such as Euromonitor, Mintel, Statista, among others to identify the income level, educational level, and employment status of Bulleit drinkers. Again, we could not identify the required information through this approach. The information we were able to retrieve was related to the rate of consumption of whiskey in various places in the United States. Also, we could not identify direct information regarding the whiskey/bourbon drinkers' educational level and employment status through this search.

Lastly, we expanded the scope of our search beyond two years to identify any mention of the income level, educational level, and employment status of Bulleit drinkers in the United States. Unfortunately, this search was not successful in identifying the required information. Here, we were able to uncover some statistics published by Sourmashed on the profile of average American bourbon drinker. The report revealed that the majority of bourbon drinkers are in the affluent category and the largest consumer of bourbon drink are within the age group of the millennial. These findings are also similar to the recent reports we provided above.

The research team provided general information on the employment status and education information of the millennial generation since they are the largest consumer of whiskey/bourbon. Lack of retrieval of information regarding the income level, educational level, and employment status of Bulleit drinkers in the United States could be as a result of lack of published reports of such information on public data.
Part
02
of two
Part
02

Bulleit Drinker: Psychographics

After an extensive search through alcoholic beverage industry reports, web analytics platforms, and news articles, the psychographic profile of a Bulleit drinker has been compiled. The typical consumer of Bulleit bourbon whiskey is a creative American who values cultural diversity, loves to travel and eats healthy meals.

INTERESTS, VALUES, AND PREFERENCES

  • Americans who drink Bulleit bourbon whiskey generally have a natural liking for cocktails such as "Old Fashioned" and "mint julep". According to analytics from SimilarWeb and SpyFu, most organic search phrases used by Bulleit drinkers contain the word 'Bulleit', 'bourbon' or 'whiskey'. However, the "old fashioned recipe" and "mint julep recipe" are the most common alternative organic search terms used by visitors on this website.
  • SimilarWeb's analysis of "Audience Interests" reveals that the most popular and relevant topic to Bulleit's website visitors is 'travel'. This is a clear indication that drinkers of this bourbon whiskey are highly interested in travel and tourism-related activities.
  • In addition to traveling, the company's domain overview suggests that "healthy recipes" and "local cooking" are also very important to its audience.
  • In terms of social media habits, Pinterest is the most popular platform used by Bulleit's drinkers. A breakdown of the official website's traffic reveals that 69.12% of the brand's social traffic is from Pinterest. Bulleit website visitors' preference for Pinterest suggests that its audience values image-based communication.
  • Reddit is ranked second (17.99%) in terms of social traffic, while Facebook and Instagram come third and fourth with 12.07% and 0.81% respectively.
  • Brands usually upload videos with messages and content that resonate with its audience. Bulleit did something similar in a video on its YouTube page, thereby revealing some of its audience's values. The two-minute video featured Soleil Ho, who is a Bulleit 'Frontier' and an American food writer, chef, and podcaster. Important excerpts from the video include Ho's resentment for symbols or designs that serve as markers of "race and class".
  • She also took pride in an immigrant's ability to 'recreate' things and "build something new" out of scraps.
  • Also, Ho mentions that her reason for having tattoos is because of their permanent nature, and the fact that they enable her to mark herself as someone who is 'weird'.
  • She concluded with the words "take solace in my strangeness". It can be logically inferred from this publicity campaign, that Bulleit drinkers are proponents of racial equality. They also value diversity and do not like to conform to the status quo.

PERSONALITY AND INFORMATION SOURCES

  • According to Ed Bello — Bulleit's US and global brand director, the company's target consumers are members of the "creative class". These bourbon whiskey drinkers are mostly people who live their lives "with a frontier spirit".
  • Recently, the brand partnered with robotics pioneers and mixologists to "print 3D cocktails". The aim was to "defy convention" and to "redefine tradition".
  • Bulleit also collaborated with "modern cultural creators" to transform its bourbon whiskey "bottles into collectible pieces of modern art". This new bottle design is part of several projects under the "Bulleit Frontier Works campaign".
  • In 2017, 24 "tattoo artists from Southern California" collaborated in crafting "the world’s first tattoo billboard" for Bulleit bourbon whiskey.
  • Analytics from SimilarWeb indicate that Bulleit's consumers are fans of rock music. Even though 84.85% of the website's traffic is generated within the United States, Download Festival ("UK's Premier Rock Festival") is ranked as one of the "top referring sites", contributing 14.59% of the referred traffic.
  • Typical information sources consulted by Bulleit drinkers include Everyday Consumers and Gear Patrol. These platforms generate 19.5% and 3.25% in referral traffic respectively.
Sources
Sources