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Black Consumers and Alcoholic Beverages - US - December 2014

“Black consumers like alcoholic beverages that are indulgent in some way, whether it’s in the smooth taste, flavors, or in the packaging design. Blacks like to drink at home as much, if not more so than they do outside of the home. There are distinct subsegments, and marketers should keep this in mind when developing promotions.”
– Tonya Roberts, Multicultural Analyst

This report discusses the following key questions:

  • What are some of the latest trends in alcohol consumption – the types, top brands, occasions, consumption locations, etc?
  • What are some key influencers and deterrents for consuming alcoholic beverages?
  • What are the similarities and differences among consumers based on the types of alcoholic beverages they drink?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Abbreviations and terms
              • Abbreviations
                • Terms
                • Executive Summary

                    • The market for Black consumers
                      • Leading companies and marketing strategies
                        • The consumer
                          • Attitudes toward alcoholic beverages
                            • Drinking patterns, occasions, locations
                              • Types of alcohol consumed
                                • Figure 1: Demographic and alcoholic beverage profile of Black people, by type of alcoholic beverages consumed, April 2013-June 2014
                              • Beer consumption and brands
                                • Figure 2: Types of beer consumed, by race/Hispanic origin, April 2013-June 2014
                              • Wine and champagne consumption and brands
                                • Figure 3: Wine consumption among Blacks, by gender, September 2014
                              • Spirits consumption and brands
                                • Figure 4: Spirits consumption among Blacks, by gender, September 2014
                                • Figure 5: Cognac consumption, by race/Hispanic origin, April 2013-June 2014
                                • Figure 6: Top five brands of vodka consumed in the last 30 days, by race/Hispanic origin, April 2013-June 2014
                              • Ready-to-drink consumption and brands
                                • What we think
                                • Issues and Insights

                                    • What are some of the latest trends in alcohol consumption – the types, top brands, occasions, consumption locations, etc?
                                      • The issues
                                        • The implications
                                          • What are some key influencers and deterrents for consuming alcoholic beverages?
                                            • The issues
                                              • The implications
                                                • What are the similarities and differences among consumers based on the types of alcoholic beverages they drink?
                                                  • The issues
                                                    • The implications
                                                    • Trend Applications

                                                        • Trend: Attention Economy
                                                          • Trend: Extend My Brand
                                                            • Trend: Life – An Informal Affair
                                                            • Market Drivers

                                                              • Blacks are celebratory, social “get togethers” occur on a regular basis
                                                                • Blacks like to feel as though they belong to a special group
                                                                  • Black celebrities help to drive sales
                                                                  • The Market for the Black Consumer

                                                                    • Black buying power more than $1 trillion, growing faster than that of Whites
                                                                      • Figure 7: Top 10 states or areas ranked by share of Black buying power, 2013
                                                                    • Higher population of single people means people are dating
                                                                      • Strong Millennial population – willing to spend extra cash to have fun
                                                                      • Competitive Context

                                                                        • Moonshine and make-your-own kits
                                                                          • Legalization of cannabis
                                                                            • Smoking bans
                                                                            • Innovations and Innovators

                                                                              • Ready-to-drink expansion – individual mixed drinks, flavored malts
                                                                              • Leading Companies and Marketing Strategies

                                                                                • Overview of the brand landscape
                                                                                  • Brand analysis: Hennessy
                                                                                    • Brand analysis: Cîroc
                                                                                      • Brand analysis: Crown Royal
                                                                                        • Brand analysis: Miller/Coors
                                                                                          • Overview of Mintel’s Black advertising segments
                                                                                            • Cluster #1: Cultural Activists (47% of the Black population)
                                                                                              • Cluster #2: Cultural-listics (34% of the Black population)
                                                                                                • Cluster #3: Cultural Advocates (19% of the Black population)
                                                                                                • Motivations to Drink Alcoholic Beverages

                                                                                                  • Key points
                                                                                                    • Blacks receptive to trying new products, price less of a driver
                                                                                                      • Figure 8: Black consumers’ attitudes toward shopping for and selection of alcoholic beverages, September 2014
                                                                                                    • Older Blacks brand loyal, younger Blacks open to trying new products
                                                                                                      • Figure 9: Black consumers’ attitudes toward shopping for and selection of alcoholic beverages, by generations, September 2014
                                                                                                    • Drinking is a reward, a way to unwind and relax
                                                                                                      • Figure 10: Black consumers’ attitudes toward alcoholic beverages and occasions, September 2014
                                                                                                  • Types of Alcoholic Beverages Consumed

                                                                                                    • Key points
                                                                                                      • Men are more likely tha women to drink alcoholic beverages
                                                                                                        • Figure 11: Types of alcohol Black consumers drink – any consumption, by gender, September 2014
                                                                                                      • Different marketing efforts needed to attract diverse consumers
                                                                                                        • Figure 12: Demographic and alcoholic beverage profile of Black people, by type of alcoholic beverages consumed, April 2013-June 2014
                                                                                                        • Figure 13: Vodka and wine-blended products, 2012-14
                                                                                                    • Drinking Patterns, Occasions, and Locations

                                                                                                      • Key points
                                                                                                        • Drinking occasions
                                                                                                          • The majority of Blacks drink alcohol on weekends
                                                                                                            • Figure 14: Occasions when Blacks drink alcoholic beverages, by gender, September 2014
                                                                                                          • Alcohol consumption at home
                                                                                                            • Vast majority of Blacks drink at home, no special occasion required
                                                                                                              • Figure 15: Locations where Blacks consume alcoholic beverages in a home in the past month, by gender, September 2014
                                                                                                            • Many Blacks drink alcoholic beverages at least once a week at home
                                                                                                              • Figure 16: Types of alcoholic beverages Blacks consumed at home in the past month, September 2014
                                                                                                            • Alcohol consumption away from home
                                                                                                              • Neighborhood lounges present opportunity for marketers to showcase their brands
                                                                                                                • Figure 17: Locations where Blacks consume alcoholic beverages outside of the home in the past month, by gender, September 2014
                                                                                                              • Beer drinkers drink more frequently away from home
                                                                                                                • Figure 18: Types of alcoholic beverages Blacks consumed away from home in the past month, September 2014
                                                                                                            • Beer Consumption and Brands

                                                                                                              • Key points
                                                                                                                • Half of Blacks drink beer, domestic is most common, fewer drink microbrew beer
                                                                                                                  • Figure 19: Beer consumption among Blacks, by gender, September 2014
                                                                                                                • Blacks who drink craft and microbrew beer more likely higher income, Millennials
                                                                                                                  • Figure 20: Demographic and alcoholic beverage profile of Black people who drink beer, by type of beer consumed, September 2014
                                                                                                                • Blacks prefer import and regular domestic over microbrew and malt liquors
                                                                                                                  • Figure 21: Types of beer consumed, by race/Hispanic origin, April 2013-June 2014
                                                                                                                • Black beer drinkers drink significantly more than Whites
                                                                                                                  • Figure 22: Amount of imported, domestic, and light beer consumed in last 30 days, by race/Hispanic origin, April 2013-June 2014
                                                                                                                • Average consumption of microbrew beer among Blacks on par with others
                                                                                                                  • Figure 23: Amount of microbrew beer and malt liquor consumed in last 30 days, by race/Hispanic origin, April 2013-June 2014
                                                                                                                • Heineken is leading imported beer among Blacks, others prefer Corona
                                                                                                                  • Figure 24: Top 15 brands of imported beers consumed, by race/Hispanic origin, April 2013-June 2014
                                                                                                                • Bud Light is the king of beers in the low-calorie category among Blacks
                                                                                                                  • Figure 25: Top 15 brands of light or low-calorie beer consumed in the last 30 days, by race/Hispanic origin, April 2013-June 2014
                                                                                                                • Budweiser is also leading regular domestic beer among Blacks
                                                                                                                  • Figure 26: Top 15 brands of regular domestic beer consumed, by race/Hispanic origin, April 2013-June 2014
                                                                                                                • There are some distinct differences in the import beer preferences by gender
                                                                                                                  • Figure 27: Top 15 brands of brand of imported beer Blacks consumed in the last 30 days, by gender, April 2013-June 2014
                                                                                                                • Men are more likely to drink Bud and MGD, women twice as likely to drink Coors
                                                                                                                  • Figure 28: Top 15 brands of domestic beer Blacks consumed in the last 30 days, by gender, April 2013-June 2014
                                                                                                                • Men more likely to drink Bud Light, women more likely to drink Corona Light
                                                                                                                  • Figure 29: Top 15 brands of light or low-calorie beer Blacks consumed in the last 30 days, by gender, April 2013-June 2014
                                                                                                              • Wine and Champagne Consumption and Brands

                                                                                                                • Key points
                                                                                                                  • One third of Blacks drink champagne, hip-hop culture a key influencer
                                                                                                                    • Figure 30: Wine consumption among Blacks, by gender, September 2014
                                                                                                                  • Type of wine consumed varies by demographics
                                                                                                                      • Figure 31: Demographic and alcoholic beverage profile of Black people who drink wine, by type of wine consumed, April 2013-June 2014
                                                                                                                    • Average consumption varies by the type of wine Blacks drink
                                                                                                                      • Figure 32: Amount of imported, fortified wine, and champagne/sparkling wine consumed in last 30 days, by race/Hispanic origin, April 2013-June 2014
                                                                                                                    • Blacks have a stronger preference for white domestic wine over red
                                                                                                                      • Figure 33: Type of domestic wine consumed, by race/Hispanic origin, April 2013-June 2014
                                                                                                                    • Barefoot, Arbor Mist, Sutter Home are leading domestic wine brands
                                                                                                                      • Figure 34: Top 10 brands of domestic wine consumed by Blacks, by race/Hispanic origin, April 2013-June 2014
                                                                                                                    • Blacks more likely than Whites to drink Argentinean, Greek, Portuguese wine
                                                                                                                      • Figure 35: Type of imported wine consumed, by race/Hispanic origin, April 2013-June 2014
                                                                                                                    • Four in 10 Black imported wine drinkers chose Yellow Tail
                                                                                                                      • Figure 36: Top 10 brands of imported wine consumed by Blacks in the last 30 days, by race/Hispanic origin, April 2013-June 2014
                                                                                                                    • Despite lower incomes, Blacks more likely to drink high-end champagnes
                                                                                                                      • Figure 37: Top 10 brands of champagne or sparkling wine consumed by Blacks in the last 30 days, by race/Hispanic origin, April 2013-June 2014
                                                                                                                  • Spirits Consumption and Brands

                                                                                                                    • Key points
                                                                                                                      • Half of Blacks drink spirits, men nearly twice as likely to drink dark spirits and cordials
                                                                                                                        • Figure 38: Spirits consumption among Blacks, by gender, September 2014
                                                                                                                      • Cordial/liqueur drinkers more likely Millennials, drink a wider range of alcoholic beverages
                                                                                                                        • Figure 39: Demographic and alcoholic beverage profile of Black people who drink spirits, by type of spirits consumed, April 2013-June 2014
                                                                                                                      • Cognac
                                                                                                                        • Blacks are nearly four times as likely as others to drink cognac
                                                                                                                          • Figure 40: Cognac consumption, by race/Hispanic origin, April 2013-June 2014
                                                                                                                          • Figure 41: Cognac consumption, by country, including US Blacks, 2014
                                                                                                                        • Blacks drink nearly twice as many glasses of cognac as Whites and Asians
                                                                                                                          • Figure 42: Amount of cognac consumed in the last 30 days, by race/Hispanic origin, April 2013-June 2014
                                                                                                                        • Blacks more likely than Whites to drink Hennessy and Rémy Martin
                                                                                                                          • Figure 43: Brands of cognac consumed in the last 30 days, by race/Hispanic origin, April 2013-June 2014
                                                                                                                          • Figure 44: Brands of cognac Blacks consumed in the last 30 days, by gender, April 2013-June 2014
                                                                                                                        • Brandy
                                                                                                                          • Blacks significantly more likely than others to drink brandy
                                                                                                                            • Figure 45: Brandy/armagnac consumption, by race/Hispanic origin, April 2013-June 2014
                                                                                                                            • Figure 46: Amount of brandy/armagnac consumed in the last 30 days, by race/Hispanic origin, April 2013-June 2014
                                                                                                                          • Whisky, scotch, and bourbon
                                                                                                                            • Blacks less likely to drink whisky, but are heavier drinkers when they do
                                                                                                                              • Figure 47: Whisky, bourbon, and scotch consumption, by race/Hispanic origin, April 2013-June 2014
                                                                                                                            • Many Blacks have had bourbon, scotch, or whisky in last month, drink more of it
                                                                                                                              • Figure 48: Whisky, bourbon, and scotch consumed in the last 30 days, by race/Hispanic origin, April 2013-June 2014
                                                                                                                              • Figure 49: Amount of bourbon, scotch, and whisky consumed in last 30 days, by race/Hispanic origin, April 2013-June 2014
                                                                                                                            • Vodka
                                                                                                                              • Blacks just as likely to drink vodka, consume more than others
                                                                                                                                • Figure 50: Vodka consumption, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                • Figure 51: Amount of vodka consumed in the last 30 days, by race/Hispanic origin, April 2013-June 2014
                                                                                                                              • Absolut and Grey Goose are leading vodka brands among Blacks
                                                                                                                                • Figure 52: Top five brands of vodka consumed in the last 30 days, by race/Hispanic origin, April 2013-June 2014
                                                                                                                              • More than one third of Blacks drink Cîroc, particularly men
                                                                                                                                • Figure 53: Brands of vodka Black s consumed in the la st 30 days, by gender, April 2013-June 2014
                                                                                                                              • Rum
                                                                                                                                • Blacks more likely than Asians and Hispanics to drink light rum
                                                                                                                                  • Figure 54: Rum consumption, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                  • Figure 55: Kinds of rum consumed, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                • On average, Blacks rum drinkers drink more than the average
                                                                                                                                  • Figure 56: Amount of rum consumed in the last 30 days, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                • Bacardi is preferred rum brand among Blacks
                                                                                                                                  • Figure 57: Brands of rum consumed in the last 30 days, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                • Women more likely to drink tropical-flavored rum like Malibu
                                                                                                                                  • Figure 58: Brands of rum Blacks consumed in the last 30 days, by gender, April 2013-June 2014
                                                                                                                                • Tequila
                                                                                                                                  • Black and Hispanic tequila drinkers consume more on average
                                                                                                                                    • Figure 59: Tequila consumption, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                    • Figure 60: Amount of tequila consumed in the last 30 days, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                  • Jose Cuervo and Patrón are leaders, Blacks twice as likely as the average to drink 1800 Silver
                                                                                                                                    • Figure 61: Brands of tequila consumed in the last 30 days, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                  • Black women more likely than men to drink Patrón
                                                                                                                                    • Figure 62: Brands of tequila Blacks consumed in the last 30 days, by gender, April 2013-June 2014
                                                                                                                                  • Gin
                                                                                                                                    • Blacks more likely than others to drink gin, those who do drink more
                                                                                                                                      • Figure 63: Gin consumption, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                      • Figure 64: Amount of gin consumed in the last 30 days, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                    • Seagram’s is the leading gin among Blacks, others prefer Tanqueray
                                                                                                                                      • Figure 65: Brands of gin consumed in the last 30 days, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                    • Cordials and Liqueurs
                                                                                                                                      • Peach schnapps is the leading liqueur among Blacks
                                                                                                                                        • Figure 66: Cordial or liqueur consumption, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                        • Figure 67: Amount of cordials or liqueurs consumed in the last 30 days, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                        • Figure 68: Kinds of cordials or liqueurs consumed, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                    • Ready-to-Drink Consumption and Brands

                                                                                                                                      • Key points
                                                                                                                                        • Black men more likely to consume ready-to-drink alcoholic beverages
                                                                                                                                          • Figure 69: Ready-to-drink beverage consumption among Blacks, by gender, September 2014
                                                                                                                                        • Hard cider drinkers are male, Millennials, and have higher household incomes
                                                                                                                                          • Figure 70: Demographic and alcoholic beverage profile of Black people who drink ready-to-drink alcoholic beverages, by type of beverage consumed, April 2013-June 2014
                                                                                                                                        • Ready-to-drink cocktails
                                                                                                                                          • Blacks drink more ready-to-drink cocktails on average
                                                                                                                                            • Figure 71: Amount of flavored ready-to-drink alcoholic beverages consumed in last 30 days (excludes coolers), by race/Hispanic origin, April 2013-June 2014
                                                                                                                                          • Mike’s Hard and Smirnoff leading ready-to-drink cocktails
                                                                                                                                            • Figure 72: Amount of flavored ready-to-drink alcoholic beverages consumed (excludes coolers) in the last 30 days, by gender, April 2013-June 2014
                                                                                                                                          • Coolers
                                                                                                                                            • Blacks more likely to drink coolers, consumption higher too
                                                                                                                                              • Figure 73: Amount of coolers consumed in last 30 days, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                            • Blacks prefer coolers that are similar to favorite mixed drinks
                                                                                                                                              • Figure 74: Preferred cooler flavors, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                            • Non-alcoholic cocktail mixers
                                                                                                                                              • Non-alcoholic cocktail mixers far more popular among Blacks
                                                                                                                                                • Figure 75: Amount of prepared cocktail mixes without liquor consumed in the last 30 days, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                              • Blacks use liquids and frozen concentrate mixers nearly equally
                                                                                                                                                • Figure 76: Type of prepared alcohol drinks consumed, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                            • Appendix – The US Black Population

                                                                                                                                                • Key points
                                                                                                                                                  • Buying power
                                                                                                                                                    • Figure 77: Buying power trends among Black consumers, 1990-2018 (projections)
                                                                                                                                                  • Black buying power is growing at a faster rate than that of White consumers
                                                                                                                                                    • Figure 78: Changes in buying power, by race, June 2013
                                                                                                                                                  • Black buying power more than $1 trillion
                                                                                                                                                    • Figure 79: Top 10 states or areas ranked by share of Black buying power, 2013
                                                                                                                                                  • Top 10 states with highest buying power represent two thirds of buying power
                                                                                                                                                    • Figure 80: Top 10 states ranked by value of Black buying power, 2013
                                                                                                                                                  • Population statistics
                                                                                                                                                    • Black population growing at a faster rate than Whites
                                                                                                                                                      • Figure 81: Population by race and Hispanic origin, 2009-19
                                                                                                                                                    • Black population growth slows
                                                                                                                                                      • Figure 82: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                                                                    • Children <18 years old account for 27% of Black population
                                                                                                                                                      • Figure 83: Black population, by age, 2009-19
                                                                                                                                                    • Geographic concentration
                                                                                                                                                      • Majority of Blacks reside in the South; a different marketing approach may be needed
                                                                                                                                                        • Figure 84: Black geographic concentration, by region, 2010
                                                                                                                                                      • Population grows in the South, reverse migration may be occurring
                                                                                                                                                        • Figure 85: Top 20 states or areas with highest Black population and percentage change from 2000-10, 2010
                                                                                                                                                      • New York, Chicago, Philadelphia, Detroit, and Houston are top Black metros
                                                                                                                                                        • Figure 86: Top 10 cities with the largest number of Blacks, 2010
                                                                                                                                                      • More than 80% of Detroit’s and Jackson’s population is Black
                                                                                                                                                        • Figure 87: Top 10 cities with the highest percentage of Blacks, 2010
                                                                                                                                                      • Gender
                                                                                                                                                        • Figure 88: Men by race and Hispanic origin, 2009-19
                                                                                                                                                        • Figure 89: Women by race and Hispanic origin, 2009-19
                                                                                                                                                      • Generations
                                                                                                                                                        • iGeneration and Millennials represent nearly half of Black population
                                                                                                                                                          • Figure 90: Population of generations, by race/Hispanic origin, 2014
                                                                                                                                                          • Figure 91: Distribution of population by race and generation, 2014
                                                                                                                                                        • Marital status
                                                                                                                                                          • Only one third of Blacks are married, compared to 50% or more of others
                                                                                                                                                            • Figure 92: Percentage of married and not married people aged 18 or older, by race and Hispanic origin, 2013
                                                                                                                                                          • Blacks twice as likely never to marry
                                                                                                                                                            • Figure 93: Marital status of adults aged 18 or older, by race/Hispanic origin, 2013
                                                                                                                                                            • Figure 94: Marital status of Blacks, by age, 2013
                                                                                                                                                            • Figure 95: Marital status of Black adults, by gender, 2013
                                                                                                                                                          • Parental status
                                                                                                                                                            • One third of Black households are headed by women
                                                                                                                                                              • Figure 96: Households type, by race of householder, 2013
                                                                                                                                                            • More Black children born to unmarried women in 2012
                                                                                                                                                              • Figure 97: Fertility rate, by race and Hispanic origin of mother, 2002-12
                                                                                                                                                              • Figure 98: Percentage of births to unmarried mothers, by race and Hispanic origin of mother, 2002 and 2012
                                                                                                                                                              • Figure 99: Households with own children, by race and Hispanic origin of householder, 2013
                                                                                                                                                              • Figure 100: Who children live with, by race and Hispanic origin, 2012
                                                                                                                                                              • Figure 101: Black households, by presence and ages of own children, 2013
                                                                                                                                                            • Education
                                                                                                                                                              • Majority of Blacks seek college, while others may be relying on entrepreneurship
                                                                                                                                                                • Figure 102: Educational attainment of Blacks aged 25 or older, by age, 2012
                                                                                                                                                              • Income
                                                                                                                                                                • Blacks have lower household incomes, attributed to several factors besides occupation
                                                                                                                                                                  • Figure 103: Median household income, by race and Hispanic origin of householder, 2012
                                                                                                                                                                  • Figure 104: Household income distribution by race and Hispanic origin of householder, 2012
                                                                                                                                                              • Appendix – Other Useful Consumer Tables

                                                                                                                                                                • Race/Hispanic origin
                                                                                                                                                                  • Figure 105: Regular versus light/low-calorie imported beer consumed, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                                                  • Figure 106: Amount of imported beer consumed in the last 30 days, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                                                  • Figure 107: Amount of light or low-calorie beer consumed in the last 30 days, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                                                  • Figure 108: Amount of domestic beer consumed in the last 30 days, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                                                  • Figure 109: Amount of microbrew beer consumed in the last 30 days, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                                                  • Figure 110: Amount of malt liquor consumed in the last 30 days, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                                                  • Figure 111: Brands of imported beer consumed in the last 30 days, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                                                  • Figure 112: Brands of light or low-calorie beer consumed in the last 30 days, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                                                  • Figure 113: Brands of domestic beer consumed in the last 30 days, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                                                  • Figure 114: Brands of domestic wine consumed in the last 30 days, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                                                  • Figure 115: Brands of imported wine consumed in the last 30 days, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                                                  • Figure 116: Brands of champagne or sparkling wine consumed in the last 30 days, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                                                  • Figure 117: Amount of Canadian whisky consumed in last 30 days, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                                                  • Figure 118: Amount of bourbon consumed in last 30 days, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                                                  • Figure 119: Amount of Scotch whiskey consumed in the last 30 days, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                                                  • Figure 120: Amount of blended whiskey consumed in the last 30 days, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                                                  • Figure 121: Amount of Irish whiskey consumed in the last 30 days, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                                                  • Figure 122: Brands of vodka consumed in the last 30 days, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                                                  • Figure 123: Brands of tequila consumed in the last 30 days, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                                                • Total Black population
                                                                                                                                                                  • Figure 124: Occasions when Blacks drink alcoholic beverages, September 2014
                                                                                                                                                                  • Figure 125: Locations where Blacks consumed alcoholic beverages in the past month, September 2014
                                                                                                                                                                  • Figure 126: Out-of-home locations where alcoholic beverages were consumed in the past month, September 2014
                                                                                                                                                                • Gender
                                                                                                                                                                  • Figure 127: Attitudes toward shopping for and selection of alcoholic beverages, by gender, September 2014
                                                                                                                                                                  • Figure 128: Attitudes toward alcoholic beverages and occasions, by gender, September 2014
                                                                                                                                                                  • Figure 129: Types of alcoholic beverages consumed away from home (at least once a week), by gender, September 2014
                                                                                                                                                                  • Figure 130: Types of alcoholic beverages consumed away from home (at least once a month), by gender, September 2014
                                                                                                                                                                  • Figure 131: Types of alcoholic beverages consumed away from home (any consumption), by gender, September 2014
                                                                                                                                                                  • Figure 132: Types of alcoholic beverages consumed at home (at least once a week), by gender, September 2014
                                                                                                                                                                  • Figure 133: Types of alcoholic beverages consumed at home (at least once a month), by gender, September 2014
                                                                                                                                                                  • Figure 134: Types of alcoholic beverages consumed at home (any consumption), by gender, September 2014
                                                                                                                                                                  • Figure 135: Brands of imported beer consumed in the last 30 days, by gender, April 2013-June 2014
                                                                                                                                                                  • Figure 136: Brands of light or low-calorie beer consumed in the last 30 days, by gender, April 2013-June 2014
                                                                                                                                                                  • Figure 137: Brands of domestic beer consumed in the last 30 days, by gender, April 2013-June 2014
                                                                                                                                                                  • Figure 138: Brands of domestic wine consumed in the last 30 days, by gender, April 2013-June 2014
                                                                                                                                                                  • Figure 139: Brands of imported wine consumed in the last 30 days, by gender, April 2013-June 2014
                                                                                                                                                                  • Figure 140: Brands of champagne or sparkling wine consumed in the last 30 days, by gender, April 2013-June 2014
                                                                                                                                                                  • Figure 141: Brands of vodka consumed in the last 30 days, by gender, April 2013-June 2014
                                                                                                                                                                  • Figure 142: Brands of gin consumed in the last 30 days, by gender, April 2013-June 2014
                                                                                                                                                                • Age
                                                                                                                                                                  • Figure 143: Occasions when Blacks drink alcoholic beverages, by age, September 2014
                                                                                                                                                                  • Figure 144: Locations where Blacks consumed alcoholic beverages in a home in the past month, by age, September 2014
                                                                                                                                                                  • Figure 145: Locations where alcoholic beverages are consumed outside of the home, by age, September 2014
                                                                                                                                                                  • Figure 146: Attitudes toward shopping for and selection of alcoholic beverages, by age, September 2014
                                                                                                                                                                  • Figure 147: Attitudes toward alcoholic beverages and occasions, by age, September 2014
                                                                                                                                                                  • Figure 148: Overall alcohol use – Any consumption, by age, September 2014
                                                                                                                                                                  • Figure 149: Types of alcoholic beverages consumed at home (at least once a week), by age, September 2014
                                                                                                                                                                  • Figure 150: Types of alcoholic beverages consumed at home (at least once a month), by age, September 2014
                                                                                                                                                                  • Figure 151: Types of alcoholic beverages consumed at home (any consumption), by age, September 2014
                                                                                                                                                                  • Figure 152: Types of alcoholic beverages consumed away from home (at least once a week), by age, September 2014
                                                                                                                                                                  • Figure 153: Types of alcoholic beverages consumed away from home (at least once a month), by age, September 2014
                                                                                                                                                                  • Figure 154: Types of alcoholic beverages consumed away from home (any consumption), by age, September 2014
                                                                                                                                                                • Generation
                                                                                                                                                                  • Figure 155: Attitudes toward alcoholic beverages and occasions, by generations, September 2014
                                                                                                                                                                  • Figure 156: Overall alcohol use – Any consumption, by generations, September 2014
                                                                                                                                                                  • Figure 157: Occasions when Blacks drink alcoholic beverages, by generations, September 2014
                                                                                                                                                                  • Figure 158: Locations where Blacks consumed alcoholic beverages in a home in the past month, by generations, September 2014
                                                                                                                                                                  • Figure 159: Locations where alcoholic beverages are consumed outside of the home in the past month, by generations, September 2014
                                                                                                                                                                  • Figure 160: Types of alcoholic beverages consumed at home (at least once a week), by generations, September 2014
                                                                                                                                                                  • Figure 161: Types of alcoholic beverages consumed at home (at least once a month), by generations, September 2014
                                                                                                                                                                  • Figure 162: Types of alcoholic beverages consumed at home (any consumption), by generations, September 2014
                                                                                                                                                                  • Figure 163: Types of alcoholic beverages consumed away from home (at least once a week), by generations, September 2014
                                                                                                                                                                  • Figure 164: Types of alcoholic beverages consumed away from home (at least once a month), by generations, September 2014
                                                                                                                                                                  • Figure 165: Types of alcoholic beverages consumed away from home (any consumption), by generations, September 2014
                                                                                                                                                                • Type of alcoholic beverage
                                                                                                                                                                  • Figure 166: Overall alcohol use – Any consumption, by any consumption, September 2014
                                                                                                                                                                  • Figure 167: Types of alcoholic beverages consumed at home (at least once a week), by any consumption, September 2014
                                                                                                                                                                  • Figure 168: Types of alcoholic beverages consumed at home (at least once a month), by any consumption, September 2014
                                                                                                                                                                  • Figure 169: Types of alcoholic beverages consumed at home (any consumption), by any consumption, September 2014
                                                                                                                                                                  • Figure 170: Types of alcoholic beverages consumed away from home (at least once a week), by any consumption, September 2014
                                                                                                                                                                  • Figure 171: Types of alcoholic beverages consumed away from home (at least once a month), by any consumption, September 2014
                                                                                                                                                                  • Figure 172: Types of alcoholic beverages consumed away from home (any consumption), by any consumption, September 2014
                                                                                                                                                                  • Figure 173: Attitudes toward shopping for and selection of alcoholic beverages, by any consumption, September 2014
                                                                                                                                                                  • Figure 174: Attitudes toward alcoholic beverages and occasions, by any consumption, September 2014
                                                                                                                                                                  • Figure 175: Occasions when Blacks drink alcoholic beverages, by any consumption, September 2014
                                                                                                                                                                  • Figure 176: Locations where Blacks consumed alcoholic beverages in a home in the past month, by any consumption, September 2014
                                                                                                                                                                  • Figure 177: Locations where alcoholic beverages are consumed outside of the home, by any consumption, September 2014
                                                                                                                                                                  • Figure 178: Detailed demographic and beverage consumption profile of beer drinkers, by type of beer consumed, September 2014
                                                                                                                                                                  • Figure 179: Detailed demographic and beverage consumption profile of wine drinkers, by type of wine consumed, September 2014
                                                                                                                                                                  • Figure 180: Detailed demographic and beverage consumption profile of spirits drinkers, by type of spirit, September 2014
                                                                                                                                                                  • Figure 181: Detailed demographic and beverage consumption profile of ready-to-drink consumers, by type of ready-to-drink beverage, September 2014
                                                                                                                                                                • Drinking occasions
                                                                                                                                                                  • Figure 182: Types of alcoholic beverages consumed at home (any consumption), by locations where Blacks consume alcoholic beverages in a home in the past month, September 2014
                                                                                                                                                                  • Figure 183: Types of alcoholic beverages consumed at home (any consumption), by locations where Blacks consume alcoholic beverages in a home in the past month, September 2014
                                                                                                                                                                  • Figure 184: Types of alcoholic beverages consumed at home (any consumption), by locations where alcoholic beverages are consumed outside of the home, September 2014
                                                                                                                                                              • Appendix – Trade Associations

                                                                                                                                                                Companies Covered

                                                                                                                                                                • Diageo Plc
                                                                                                                                                                • Miller Brewing Company (USA)
                                                                                                                                                                • National Basketball Association

                                                                                                                                                                Black Consumers and Alcoholic Beverages - US - December 2014

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