Consumers of Alcoholic Seltzer Beverages - Demographics
The typical demographic for alcoholic seltzer consumers include young females in their twenties, located in Northeast US, with the highest consumption rate in the state of Montana. Below are the details of our findings.
AGE AND GENDER
- Nick Shields of SpikedSeltzer reported that the largest group of consumers for his brand are in their late twenties, skews female, and they also consume sparkling water.
- According to a study, it was estimated that 70% of alcoholic seltzer drinkers are female.
- Younger female consumers prefer brands like White Claw, SpikedSeltzer, and Truly Spiked.
- Young females are the consumers of Hard Kombucha, with reported health issues.
- Beer companies are marketing or targeting female customers as new consumers due to the realization that they cannot focus only on male consumers.
- Berger reported that the prime demographic tends to be women in their mid-20s to 50. He added that the age range is wide and it appeals to people who are conscious of their caloric or carb consumption.
- According to IWSR data, the most frequent consumers of low alcohol drinks are between 21 to 44 years old, which indicated the age range of millennials and some Generation X consumers.
INCOME AND LEVEL OF EDUCATION
- A report revealed that hard seltzer is highly consumed in the US among educated women with disposable income.
- No information was found here.
- A White Claw spokesperson, Kathryn Peevey stated that "as hard seltzer grows in popularity across the U.S., Montana has emerged as a top market for the drink. Montanans drink more White Claw per capita than any other state in the country".
- Kathryn Peevey added that the Northeast US is considered "ground zero" for hard seltzers.
- A report revealed that Montana consumes three times more than the second-highest state, which is New Hampshire.
- Also, the Montana rate of hard seltzer consumption contributed significantly to the growth of the industry.
YOUR RESEARCH TEAM APPLIED THE FOLLOWING STRATEGY
The first research strategy was to search for demographic information about the consumers of alcoholic seltzer beverages in the US through multiple industry-related websites and articles such as Good Beer Hunting, Vice News, Bozeman Daily Chronicle, among other. Here, we were able to identify the age, gender, and the location of the alcoholic seltzer in the United States, but we could not retrieve any information regarding race with this search.
The second research strategy utilized was to find the race demographic information by looking at the actual seltzer companies databases and locate information about their clients. The rationale here was to identify related information regarding the race of alcoholic seltzer on the companies' websites, but this search failed in identifying the required information.
The third strategy was to search for related information regarding the race of alcoholic seltzer on statistic databases such as Nielson, Sightlines, among others. Here, we were able to identify information regarding the consumers' gender, financial data, and growth of the markets of the hard seltzer brands, but no information regarding the race of alcoholic seltzer was identified.
Lastly, we endeavored to look at the closely related beer industry to identify any mention of the race of alcoholic seltzer and beer in their reports. We scoured through databases such as Forbes, USA Today, Beer and Brewing, among others to identify this information. Here, the majority of the information found was centered around the age and gender of alcoholic seltzer. Lack of retrieval of the race of the alcoholic seltzer in the United States could be as a result of lack of publication of such information on public data.