Black Consumers and Alcoholic Beverages - US - February 2018
Alcohol consumption is largely driven by emotional fulfilment. Black consumers’ motivation to drink can range from a desire to relax in solitude to getting the party started with their peers. Black consumers’ consumption of alcoholic beverages by type is similar to the general market. Beer and wine are the most consumed, but fruity flavors, sweetness level, and most importantly brand choices that serve as a proxy for their self-image all demonstrate what product attributes are important to this consumer.
This report looks at the following areas:
Black consumers’ alcoholic beverage expenditures total $13.1 billion
Black alcoholic beverage consumers are segmented into three distinct need states
Beer and wine top Black consumers’ alcohol consumption
Product price matters, but drink value is important to the brand advocates
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