New Poll: Americans Name Beer the Alcohol Beverage of Summer
July 24 2024 - 5:00AM
Beer is the alcohol beverage of choice among adults of legal
drinking age, according to new Morning Consult research conducted
on behalf of the Beer Institute.
Two-thirds of Americans (66%)
opted for beer in the past three months, exceeding wine (54%),
liquor (50%) and cocktails (43%).
"Summer in America wouldn't be complete without a cold, crisp
beer in hand, whether you're enjoying the beach, firing up the
grill, or cheering on your favorite team," said Brian Crawford,
president and CEO of the Beer Institute. "Beer is more than just a
beverage—it's woven into the fabric of our culture and brings
Americans together. With 40% of beer sales happening between
Memorial Day and Labor Day, we know beer is bringing family and
friends together throughout the summer to enjoy beer
responsibly.”
The Beer Institute data uncovered fascinating facts about how
Americans are enjoying beer this summer, including:
- Two-thirds of Americans 21+ (66%) say they will enjoy a beer at
a barbeque. They also anticipate drinking beers at pool parties
(45%), the beach (40%), or at picnics and outdoor festivals
(39%).
- When seeking summertime refreshment, nearly half of Americans
(45%) are choosing lagers, and they are seeking crispness (35%),
lightness (33%) and bright or vibrant flavors (26%) in their
beers.
- The beer industry is seen as a driving force in the American
economy. Respondents report that the beer industry benefits the
U.S. job market (79%), is supportive of American farmers and
agriculture (65%) and is committed to responsible drinking
initiatives (63%).
The U.S. beer industry contributes more than $409 billion to our
economy – equivalent to 1.6% of GDP. The beer industry pays more
than $132 billion in wages and $63.8 billion in taxes. Nearly 2.4
million American jobs rely on a strong beer industry, including
92,159 brewer and beer importer jobs, 77,847 manufacturing jobs,
137,420 distribution jobs, 52,220 agricultural jobs and 979,805
retail jobs.
Methodology
Morning Consult conducted this poll on behalf of the Beer
Institute between June 11-12, 2024, among a sample of 2,087 adults
aged 21 or older. The interviews were conducted online, and the
data were weighted to approximate a target sample of adults 21+
based on age, gender, race, educational attainment, and region. The
results have a margin of error of plus or minus two percentage
points.
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The Beer Institute is a national trade association
for the American brewing industry, representing brewers, beer
importers and industry suppliers—an industry that supports nearly
2.4 million jobs and provides more than $409 billion to the
American economy. First founded in 1862 as the U.S. Brewers
Association, the Beer Institute is committed today to developing
sound public policy and to the values of civic duty and personal
responsibility. For additional updates from the Beer
Institute, visit our website and follow
us on Facebook,
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Jeff Guittard
Beer Institute
2027372337
jguittard@beerinstitute.org