Beer Drinking Habits on Super Bowl Sunday Tell Marketers a Lot About Their Fan Base

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So what’s the most important thing about the Super Bowl experience? Aside from watching with some good friends and scarfing down chips, dips and wings, it’s the beer, of course. With the Big Game only a few days away, Adweek analyzed drinkers’ preferences and habits on this unofficial American sports holiday. Their findings, cleverly illustrated in an infographic, shatter some long held myths about beer ads catering to young males. Today’s fans (and beer drinkers) cross gender and generational lines and fan bases now include women and younger generations.

Here’s what Adweek had to say in this article titled “Why Beer Brands Should Start Marketing to More Than Just Young Men.”

Beer spots tend to follow a similar (arguably outdated) formula: a bunch of young dudes partying it up while watching the Big Game and plenty of ice-cold brew to go around. But marketers might be missing out on some key demos.

Ad agency Hill Holliday’s consumer research arm, Origin, surveyed 2,000 beer drinkers and analyzed preferences and habits across gender and generational lines. The results make at least one thing clear: “While beer brands have typically pulled from the traditional ‘bro’ playbook in their marketing, they would do well to explore creative approaches that connect with fans across gender and generational lines,” said Ken Faro, senior manager of research at Origin. “The [Super Bowl] audience looks significantly different than it did just 10 years ago. In fact, it is increasingly watched by growing segments of female and younger-generation fans,” Faro said.