According to recent research done by the Gallup organization, Americans top choice for their alcoholic beverages is wine. This is a remarkable change considering a study done by the same company in 1992 that named beer at 47%, with wine a dismal 27%. The current percentages were 39% wine, versus 37% beer. This recent surge in wine as a beverage of choice can be attributed to the new generation of wine drinkers, but also to those over 50 who have somewhat lost a taste for beer. On another interesting note, the demographic of those primarily moving toward wine is nonwhite.
“The national shift from beer to wine is especially pronounced among the nonwhite population. The long-term increase in preference for wine (since 1992/1994) has been +7 percentage points among white Americans, but +17 points among nonwhites. Similarly, the percentage of those preferring beer has fallen by 10 points among whites, but by 15 points among nonwhites,” Gallup said.
Marketers, start your engines.
This article from The National Business Review of New Zealand broke down the information.