EPG Specialty Information

IMBIBE Adult Beverage Consumer Report


IMBIBE Adult Beverage Consumer Report provides an in-depth examination of beverage alcohol drinking behavior in the United States.

This proprietary study, conducted by EPG Specialty Information and its Beverage Information Group analysts, provides a comprehensive understanding of consumer alcohol consumption across six drinker personas in the Retail and On-premise channels.

IMBIBE assesses drinking and shopping behaviors in the beer, wine, and distilled spirits categories.

IMBIBE identified and documents six distinctive consumer personas in the United States.

  1. Casual Drinkers
  2. Moderate Socializers
  3. Aspirational Urbanites
  4. Comfortable Urbanites
  5. Value-Seeking Beer Enthusiasts
  6. Affluent Urban Adventurers

The IMBIBE report begins with an overview of adult beverage consumption in the U.S., ‘The American Drinker’ and then explores the six unique consumer segments.  Insights from the study reveal drinking behaviors within each persona:

  • Category and segment drinking preferences.
  • Beverage alcohol channel consumption frequency and dollar share.
  • Category and segment consumption frequency across channels.
  • Number of drinks by category price tier and premise type.
  • How leading cocktails appeal to each persona.
  • eCommerce shopping preferences.
  • Product attributes each persona seeks when making purchase decisions.
  • Reasons consumers drink and their primary drinking occasions.
  • The demographics necessary to understand where they live and how to target them.

The IMBIBE report was completed in 2023 from survey data compiled from 2,000+ adults of legal drinking age, balanced for gender, age, income, and distributed geographically across the United States.  The survey data was then segmented by multivariate clustering using the K-means algorithm.

Your purchase of the IMBIBE Adult Beverage Consumer Report Series, includes the introductory chapter, ‘The American Drinker’, and six chapters detailing the individual personas.  Available in PDF.

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