Forget marrying a doctor

Mersmelstein, Ellen; Zid, Linda Abu-Shalback
November 2005
Marketing Management;Nov/Dec2005, Vol. 14 Issue 6, p7
The article focuses on the findings of a survey of the income of beer consumers in the U.S. ages 21 and older by Scarborough Research. According to the analysis beer consumers enjoy a lofty income. More than 23% earn at least $100,000 annually. They are 17% more likely than all consumers to plan on buying or leasing a luxury car in the upcoming year. Also they are 12% more likely to have a home worth $500,000 or more. Findings indicate marketers can tap this affluent group with upscale products. According to the study, beer consumers are mostly ages 21 to 34, and their top local markets are Milwaukee, Minneapolis/Saint Paul and Denver.


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