Infographic: Why Beer Brands Should Start Marketing to More Than Just Young Men

Ahead of the Big Game, we analyze drinkers' preferences and habits

Are marketers missing out on key demos? iStock Photo
Headshot of Sammy Nickalls

Beer spots tend to follow a similar (arguably outdated) formula: a bunch of young dudes partying it up while watching the Big Game and plenty of ice-cold brew to go around.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

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


This story first appeared in the Jan. 29, 2018, issue of Adweek magazine. Click here to subscribe.

@sammynickalls Sammy Nickalls is a freelance writer and the former departments editor at Adweek.