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Black Consumers and Alcoholic Beverages - US - February 2018

Alcohol consumption is largely driven by emotional fulfilment. Black consumers’ motivation to drink can range from a desire to relax in solitude to getting the party started with their peers. Black consumers’ consumption of alcoholic beverages by type is similar to the general market. Beer and wine are the most consumed, but fruity flavors, sweetness level, and most importantly brand choices that serve as a proxy for their self-image all demonstrate what product attributes are important to this consumer.

This report looks at the following areas:

  • Black consumers’ alcoholic beverage expenditures total $13.1 billion
  • Black alcoholic beverage consumers are segmented into three distinct need states
  • Beer and wine top Black consumers’ alcohol consumption
  • Product price matters, but drink value is important to the brand advocates

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • The issues
            • Black consumers’ alcoholic beverage expenditures total $13.1 billion
              • Figure 1: Expenditures by Black households for on-premise and off-premise alcoholic beverages, at current prices, 2012-17
            • Black alcoholic beverage consumers are segmented into three distinct need states
              • Figure 2: Black consumer alcoholic drink segments, October 2017
            • Beer and wine top Black consumers’ alcohol consumption
              • Figure 3: Alcoholic beverage consumption, October 2017
            • Product price matters, but drink value is important to the brand advocates
              • Figure 4: Opinion about alcoholic beverages, by segment group, October 2017
            • The opportunities
              • Align beverage preferences to drinking occasions and purpose to heighten relevancy
                • Figure 5: Perceptions of alcoholic drinks, by drink type, October 2017
              • Close the sale at the point of purchase
                • Figure 6: Consumption by shopping locations, October 2017
              • Use consumers’ drinking attitudes to induce product trial and loyalty
                • Figure 7: Attitudes toward drinking, October 2017
              • What it means
              • The Market – What You Need to Know

                • Young Black population forecast to grow
                  • Black alcohol expenditures 5.6% of the total category spend
                    • Black consumers drink the same types of alcohol, but different brands than the general market
                    • The Black Population by the Numbers

                      • The 2018 Black population is estimated to be 43.7 million
                        • Figure 8: Total US and Black population estimates, 2013-23
                      • Black core drinking age population expected to rise
                        • Figure 9: Share of Black population by age, 2013-23
                      • More Black people attend college compared to those with a high school diploma or less
                        • Figure 10: Educational attainment across race/Hispanic origin, 2016
                      • Nearly six in 10 Black households are headed by a single adult
                        • Figure 11: Black households, by detailed type, 2017
                      • Black unemployment levels fall below prerecession levels
                        • Figure 12: Consumer confidence and unemployment levels, Black and total, 2000-17*
                    • Market Size

                      • Economic rebound spurs increase in alcohol consumption
                        • Figure 13: Expenditures by Black households for on-premise and off-premise alcoholic beverages, at current prices, 2012-17
                        • Figure 14: Expenditures by Black households for on-premise and off-premise alcoholic beverages, at current prices, 2012-17
                    • Market Breakdown

                      • Beer
                        • Black beer drinkers prefer imported and regular varietals
                          • Figure 15: Beer consumption by type, Black indexed to all, April 2016-May 2017
                        • Corona and Heineken top Black beer drinkers’ imported list
                          • Figure 16: Imported beer consumption by leading brands, Black indexed to all, April 2016-May 2017
                        • Budweiser is the king of beers among Black beer drinkers
                          • Figure 17: Regular beer consumption by leading brands, Black indexed to all, April 2016-May 2017
                        • Wine
                          • Black consumers’ preference for sweet flavors extends to wine
                            • Figure 18: Domestic wine consumption by type, Black indexed to all, April 2016-May 2017
                          • Black wine drinkers more likely to buy mass, popular-priced wine
                            • Figure 19: Domestic wine consumption by leading brands, Black indexed to all, April 2016-May 2017
                          • Ready-to-drink alcoholic beverages
                            • Wine coolers, sweet and fruity flavors drive consumption
                              • Figure 20: Cooler consumption by type, Black indexed to all, April 2016-May 2017
                            • Seagram’s brand equity and marketing efforts among Black consumers may drive consumption
                              • Figure 21: Cooler consumption by leading brands, Black indexed to all, April 2016-May 2017
                              • Figure 22: Seagram’s Escape television commercial featuring Kelly Rowland, April 2016
                            • Smirnoff Ice leads the flavored malt beverage category among Black consumers
                              • Figure 23: Flavored alcohol beverage consumption by leading brands, Black indexed to all, April 2016-May 2017
                            • Spirits
                              • Premium Vodka brands with ties to hip hop drive Black consumption
                                • Figure 24: Vodka consumption by leading brands, Black indexed to all, April 2016-May 2017
                                • Figure 25: Ciroc digital advertising, 2017
                              • Black gin drinkers are split between traditional Seagram’s and trendier Tanqueray
                                • Figure 26: Gin consumption by leading brands, Black indexed to all, April 2016-May 2017
                              • Hip hop brand ambassadors drive tequila consumption
                                • Figure 27: Tequila consumption by leading brands, Black indexed to all, April 2016-May 2017
                              • Independent and Bacardi top Black drinkers’ rum preferences
                                • Figure 28: Rum consumption by leading brands, Black indexed to all, April 2016-May 2017
                              • Jack Daniel’s is the whiskey category leader, but Seagram’s brand is entrenched among Black drinkers
                                • Figure 29: Whiskey consumption by leading brands, Black indexed to all, April 2016-May 2017
                              • Hennessy’s marketing focus on Black consumers helps it dominate in cognac consumption
                                • Figure 30: Cognac consumption by leading brands, Black indexed to all, April 2016-May 2017
                                • Figure 31: Hennessy digital advertising, 2017
                            • Market Perspective

                              • Hennessy cognac is woven into Black culture and history
                                • Figure 32: Movie trailer for An Unexpected History: The Story of Hennessy and African Americans, 2015
                              • Black consumers most likely to drink malt liquor, but consumption is falling
                                • Figure 33: Malt liquor consumption in the past 30 days, Black and all, trended 2012-17
                            • Market Factors

                              • Expected Hennessy shortage due to increased demand and supply shock
                              • Key Players – What You Need to Know

                                • Discount stores’ low-price offerings deliver premium quality
                                  • Rising craft beer sales in the general market are nonexistent among Black consumers
                                    • Online alcohol and sales look to shake up the retail market
                                    • What’s Working?

                                      • Targeted communications seed trial and loyalty among Black consumers
                                        • Discount store liquor brands offer premium quality at low prices
                                        • What’s Struggling?

                                          • Craft beer and hard cider do not resonate with Black drinkers
                                            • Figure 34: Hard cider and craft beer consumption, Black indexed to all, April 2016-May 2017
                                        • What’s Next?

                                          • Black-owned companies launch craft spirits
                                            • Alcohol delivery next big grocery trend
                                            • The Consumer – What You Need to Know

                                              • Wine and beer are the most consumed types of alcohol among Black consumers
                                                • Seven in 10 Black consumers drink alcohol to relax
                                                  • Black consumers’ perceptions of alcohol match their consumption patterns
                                                    • Over 70% of Black consumers buy alcohol at liquor stores
                                                      • Buying drinks while out is expensive, but worth the price
                                                      • Black Consumer Alcoholic Drink Segments

                                                          • Alcohol beverage consumption segmented into three distinct groups
                                                              • Figure 35: Black consumer alcoholic drink segments, October 2017
                                                            • Occasional Drinkers will drink to be social during special occasions
                                                                • Figure 36: Profile of Occasional Drinkers, October 2017
                                                              • Reserved Drinkers drink to relax – Preferably in solitude
                                                                  • Figure 37: Profile of Reserved Drinkers, October 2017
                                                                • Social Drinkers enjoy being the life of the party
                                                                    • Figure 38: Profile of Social Drinkers, October 2017
                                                                • Alcoholic Beverage Consumption

                                                                    • Wine and beer top Black drinkers’ alcohol preferences
                                                                      • Figure 39: Alcoholic beverage consumption, October 2017
                                                                    • Social Drinkers drink the greatest variety of alcoholic beverages
                                                                      • Figure 40: Alcoholic beverage consumption, by segment groups, October 2017
                                                                    • Working age Black men drive beer consumption
                                                                      • Figure 41: Demographic profile of beer drinkers, October 2017
                                                                    • Millennial women turn to wine as they come of drinking age
                                                                      • Figure 42: Demographic profile of wine drinkers, October 2017
                                                                    • Cocktail favorite vodka is the number one spirit among Black drinkers
                                                                      • Figure 43: Demographic profile of white spirit drinkers, October 2017
                                                                    • Trendy tequila brands spur consumption among Millennial women and men
                                                                      • Figure 44: Demographic profile of sugar-based spirit drinkers, October 2017
                                                                    • Dark spirits remain the drink of choice among men
                                                                      • Figure 45: Demographic profile of dark spirit drinkers, October 2017
                                                                    • Spirit drinkers consume across type, especially beer
                                                                      • Figure 46: Consumption by consumption, October 2017
                                                                  • Motivations for Drinking

                                                                      • Black consumers drink alcohol to relax and release
                                                                        • Figure 47: Motivations for drinking, October 2017
                                                                      • Social Drinkers drink to have fun, but also to escape from their everyday lives
                                                                        • Figure 48: Motivations for drinking, by segments , October 2017
                                                                      • Black women drink alcoholic beverages that mimic their non-alcoholic preferences
                                                                        • Figure 49: Motivations for drinking, by gender, October 2017
                                                                      • Alcohol makes social gatherings fun for young Black drinkers
                                                                        • Figure 50: Motivations for drinking, by age, October 2017
                                                                    • Perceptions of Alcoholic Drink Types

                                                                        • Black consumers’ drink choices influenced by motivations
                                                                          • Figure 51: Perception of alcoholic drink types, October 2017
                                                                        • Occasional Drinkers will “upgrade” to cocktails to blend in with friends
                                                                          • Figure 52: Perception of alcoholic drink types, by Occasional Drinkers, October 2017
                                                                        • Wine and beer are the habitual, affordable beverages for Reserved Drinkers
                                                                          • Figure 53: Perception of alcoholic drink types, by Reserved Drinkers, October 2017
                                                                        • Social Drinkers seek sensorial and enhanced experiences across alcohol beverage types
                                                                          • Figure 54: Perception of alcoholic drink types, by Social Drinkers, October 2017
                                                                      • Alcohol Shopping Location Preferences

                                                                          • Most Black drinkers shop at liquor stores for brand and product variety
                                                                            • Figure 55: Shopping locations, October 2017
                                                                          • Liquor stores and food service offer top-shelf and value-priced spirits
                                                                            • Figure 56: Consumption, by shopping locations, October 2017
                                                                          • Social Drinkers buy liquor everywhere, perhaps due to more drinking occasions
                                                                            • Figure 57: Shopping locations, by segment, October 2017
                                                                          • Black drinkers in upper-income households most likely to drink while out
                                                                            • Figure 58: Shopping locations, by household income, October 2017
                                                                          • Young Black drinkers are brand conscious, but also buy based on value
                                                                            • Figure 59: Shopping locations, by age, October 2017
                                                                        • Opinions about Alcoholic Beverages

                                                                            • Almost half of Black consumers drink while out, even though it’s expensive
                                                                              • Figure 60: Opinions about alcoholic beverages, October 2017
                                                                            • Trendy brands and cocktails are an extension of the Social Drinkers’ identity
                                                                              • Figure 61: Opinions about alcoholic beverages, by segment, October 2017
                                                                            • On-premise drink prices are expensive, but not a deterrent to purchase among upper-income households
                                                                              • Figure 62: Opinions about alcoholic beverages, by household income, October 2017
                                                                            • Black women drink to enhance their own state of mind, not to impress others
                                                                              • Figure 63: Opinions about alcoholic beverages, by gender, October 2017
                                                                          • Attitudes toward Drinking

                                                                              • Alcohol can set the mood and atmosphere among Black drinkers
                                                                                • Figure 64: Attitudes toward drinking, October 2017
                                                                              • Social Drinkers are the most brand conscious
                                                                                • Figure 65: Attitudes toward drinking, by segment, October 2017
                                                                              • Reserved Drinkers wind down with alcohol, while Social Drinkers use alcohol to jump into action
                                                                                • Figure 66: Attitudes toward drinking, by segment, October 2017
                                                                              • Social Drinkers are brand conscious, but always on the hunt for the next new drink
                                                                                • Figure 67: Attitudes toward drinking, by segment, October 2017
                                                                            • Appendix – Data Sources and Abbreviations

                                                                              • Data sources
                                                                                • Sales data
                                                                                  • Consumer survey data
                                                                                    • Abbreviations and terms
                                                                                      • Abbreviations
                                                                                        • Terms
                                                                                        • Appendix – The Market

                                                                                            • Figure 68: Total US sales and forecast of market, at inflation-adjusted prices, 2012-22
                                                                                        • Appendix – The Consumer

                                                                                            • Figure 69: Beer consumption by type, Black indexed to all, April 2016-May 2017
                                                                                            • Figure 70: Imported beer consumption by leading brands, Black indexed to all, April 2016-May 2017
                                                                                            • Figure 71: Regular beer consumption by leading brands, Black indexed to all, April 2016-May 2017
                                                                                            • Figure 72: Domestic wine consumption by type, Black indexed to all, April 2016-May 2017
                                                                                            • Figure 73: Domestic wine consumption by leading brands, Black indexed to all, April 2016-May 2017
                                                                                            • Figure 74: Cooler consumption by type, Black indexed to all, April 2016-May 2017
                                                                                            • Figure 75: Cooler consumption by leading brands, Black indexed to all, April 2016-May 2017
                                                                                            • Figure 76: Flavored alcohol beverage consumption by leading brands, Black indexed to all, April 2016-May 2017
                                                                                            • Figure 77: Vodka consumption by leading brands, Black indexed to all, April 2016-May 2017
                                                                                            • Figure 78: Gin consumption by leading brands, Black indexed to all, April 2016-May 2017
                                                                                            • Figure 79: Tequila consumption by leading brands, Black indexed to all, April 2016-May 2017
                                                                                            • Figure 80: Rum consumption by leading brands, Black indexed to all, April 2016-May 2017
                                                                                            • Figure 81: Whiskey consumption by leading brands, Black indexed to all, April 2016-May 2017
                                                                                            • Figure 82: Cognac consumption by leading brands, Black indexed to all, April 2016-May 2017

                                                                                        Black Consumers and Alcoholic Beverages - US - February 2018

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