Morning Consult is a technology company revolutionizing ways to collect, organize, & share survey research data to transform how decisions are made.

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2 Morning Consult is a technology company revolutionizing ways to collect, organize, & share survey research data to transform how decisions are made. COLLECT ORGANIZE Morning Consult s proprietary visualization and analysis software informs strategy and enhances campaigns. SHARE Survey Research Data Intelligence Media Platform Morning Consult s advanced survey research technology collects data at unprecedented scale, speed, and accuracy. Morning Consult s media platform and briefings reach key decision makers in media, government, and industry. CLIENTS MEDIA PARTNERS

3 OVERVIEW 1 Millennials prefer liquor drinks, with 50 percent saying they would take cocktails or straight liquor over beer or wine. Just 35 percent of boomers say the same. 2 Two-thirds of Americans say they would buy wine for a special event over beer or liquor. However when it comes to everyday drinking, a plurality prefer beer. Key Points 3 4 The descriptor that most makes people want to purchase beer is refreshing. For wine? Also refreshing. It s generally best to avoid words like tart and sour in marketing. The most popular styles of beer are lagers and amber ales. The most popular wines are chardonnays and merlots. Vodka is number one for liquor styles. Methodology This poll was conducted from July 17-18, 2018, among a national sample of 2,201 adults (21+). The interviews were conducted online and the data were weighted to approximate a target sample of Adults based on age, race/ethnicity, gender, educational attainment, and region. Results from the full survey have a margin of error of plus or minus 2 percentage points. 3

4 OVERVIEW 1 Drinking Preferences Table of Contents 2 3 Beer Wine 4 Liquor 4

5 DRINKING PREFERENCES Which of the following alcoholic beverages is your favorite to drink? 5% A plurality of Americans prefer liquor drinks. 28% 32% Beer Wine Liquor, straight Mixed drink/cocktail 11% Don't know/no opinion 5

6 DRINKING PREFERENCES Which of the following alcoholic beverages is your favorite to drink? Beer Wine Liquor, straight Mixed drink/cocktail Don't know/no opinion Men 45% 19% 6% Women 18% 34% 3 5% Men prefer beer, millennials prefer liquor. Millennials Gen X 30% 22% 22% 21% 11% 29% 30% Boomers 32% 28% 6% 29% 5% Income: Under $50k 30% 28% 5% Income: $50-100k 35% 8% 28% 5% 6 Income: $100k+ 32% 5%

7 DRINKING PREFERENCES How often do you drink each of the following? Multiple times a week Once a week A few times a month A few times a year I don't drink it Beer 13% 46% Here s how often people drink alcohol. Wine 45% Liquor 8% 42% 7

8 DRINKING PREFERENCES Would you purchase beer, liquor, or wine for each of the following? Beer Liquor Wine People prefer beer for casual drinking but wine for special events. For everyday or casual drinking For a party For a special event 18% 24% 33% 32% 35% 43% 4 53% 8 As a gift 6

9 DRINKING PREFERENCES In recent years, have you consumed more or less low calorie alcohol options? Low calorie alcohol trends don t seem to be making a difference in consumption. 28% 3% 8% Much more Somewhat more Somewhat less Much less No difference 39% Don't know/no opinion 9

10 DRINKING PREFERENCES When choosing an alcoholic beverage to purchase, how important are each of the following to you? However, health concerns matter to a majority of Americans when choosing a beverage. 20% 20% 2 30% 6% 2 6% 2 29% 30% 21% Not at all important Not too important Don't know Somewhat important Very important 24% 13% 10 General health concerns Sugar Calories Carbohydrates

11 DRINKING PREFERENCES Which of the following comes closest to your view, even if neither is exactly right? Most people have drink preferences they stick to. 43% 53% 5% I know what I like. I have drink preferences that I generally stick with. I am generally open to new drink options and like trying new things I haven't had before. Don't know/no opinion 11

12 DRINKING PREFERENCES Which of the following comes closest to your view, even if neither is exactly right? 8% A majority say there is a small number of drinks they will consider. 3 I like lots of different alcoholic drinks. There are a small number of alcoholic drinks I will consider. 55% Don't know/no opinion 12

13 OVERVIEW 1 Drinking Preferences Table of Contents 2 3 Beer Wine 4 Liquor 13

14 BEER How likely would you be to consider buying each of the following types of beer? Very likely Somewhat likely Lagers are the most popular style of beer. 14 Lager Amber ale Light lager American pale ale Blonde ale Pilsner Belgian white Wheat Red ale IPA Stout Brown ale Porter Double IPA Pumpkin ale Hefeweizen Saison/farmhouse Sour Gose 29% 13% 28% 11% 30% 12% 2 12% 26% 12% 13% 21% 22% 8% 11% 18% 11% 18% 9% 19% 8% 8% 5% 12% 4% 4% 9% 18%

15 BEER If you saw the following words on beer packaging, would it make you more or less likely to consider purchasing that beer? More likely Don't know/no opinion No more or less likely Less likely Calling a beer hoppy will make more people disinterested than interested. Refreshing is the most popular label for a beer. 15 Refreshing Easy-drinking Locally-made Crisp Drinkable Hand-crafted Domestic Summer Light Seasonal Imported Low-calorie Citrus Fruity Juicy Hoppy Malty Smokey Tart Sour 56% 4 45% 43% 40% 40% 36% 36% 41% % 32% 18% 1 12% 9% 35% 28% 35% % 32% 32% 32% 36% 36% 41% 29% 32% 35% 46% 41% 28% 12% 18% 1 11% 12% 13% 13% 11% 29% 26% 2 36% 39% 45% 6% 9% 12% 1 13%

16 BEER How much do you normally spend on a six-pack of beer? Here s how much Americans spend on beer. 1 33% Less than $7 $7-10 $ % $15+ 16

17 OVERVIEW 1 Drinking Preferences Table of Contents 2 3 Beer Wine 4 Liquor 17

18 WINE How likely would you be to consider buying each of the following types of wine? Very likely Somewhat likely Chardonnay 24% 33% Merlot Chardonnay and merlot are the most popular styles of wine. Zinfandel Champagne Rose Pinot noir Cabernet sauvignon Pinot grigio Sauvignon blanc 22% 22% 21% 26% 30% 30% 2 28% Proseco 13% 19% Riesling 19% Malbec 19% Syrah 9% 1 18 Brut 9% 1 Sangiovese 8%

19 WINE Would you be more or less likely to purchase a bottle of wine if it were described as one of the following? More likely Neither more nor less likely Don't know/no opinion Less likely Refreshing, fruity wines have the most universal appeal. 19 Refreshing Fruity Drinkable Elegant Sweet Full bodied Rich Subtle Bright Juicy Light Complex Floral Earthy Dry Smokey Tart 56% 11% 8% 50% 45% 42% 50% 43% 41% 36% 34% 36% 35% 22% 32% 33% 19% 29% 32% 34% 35% 30% 12% 13% 13% 12% 11% 21% 20% 20% 38% 1 21% 21% 32% 34% 29% 30% 19% 29% 13% 39% 12% 12% 29% 41% 43%

20 WINE How likely would you be to consider purchasing wine if it came in each of the following types of containers? 5% 6% 19% Americans are skeptical of canned wine and prefer corks to twist-offs. 9% 26% 9% 35% 9% 38% 29% Not at all likely Not too likely Don't know Somewhat likely 64% 52% 29% Very likely 18% 8% 20 Glass bottle Cork Twist-off Boxed wie Aluminum can

21 WINE How much do you normally spend on a bottle of wine? 6% About 8 in 10 Americans spend less than $15 on wine. 18% $3-8 $8-12 $12-15 $ % $21+ 21

22 OVERVIEW 1 Drinking Preferences Table of Contents 2 3 Beer Wine 4 Liquor 22

23 LIQUOR How likely would you be to consider buying each of the following types of liquor? Very likely Somewhat likely Vodka Tequila Flavored vodka Bourbon 22% 24% 30% 26% 30% Vodka is the most popular liquor. White rum Liquers Scotch whiskey Dark rum Spiced rum Irish whiskey 18% % 24% Brandy Canadian whiskey 13% 24% Gin 13% 20% Cognac Spiced whiskey 18% 18% Rye whiskey 8% 19% 23 Vermouth Absinthe 5% 12% Mezcal 6% 11%

24 LIQUOR How much do you normally spend on a bottle of liquor? 18% of Americans spend more than $25 on on liquor normally. 8% 18% 18% Less than $10 $11-15 $16-20 $ % $26-30 $31+ 26% 24

25 COMPANY OVERVIEW Learn More INQURIES 25 NEW YORK DC CHICAGO SAN FRANCISCO Business Development News Media OFFICES

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