Advertisement agencies, travel services, marketing groups, and other organizations like to present rankings on beer, letting consumers know which metropolitan areas are best for finding the beverage we love. Today, another marketing service has produced a list of its own, showing not only the best places for beer, but also the best for wine. The company is Infogroup, a data and marketing specialist that strives to analyze data and provide businesses with a cutting edge.
Infogroup approached its rankings a little differently than other. Similar organizations. It used its vast database loaded with business data, drawing on more than 15 million records to search for beer retailers, craft breweries, wine outlets, and wineries. Then, the list was narrowed down to include only those metropolitan areas with more than one million population, with each location ranked by the concentration of beer or wine related businesses per 10,000. Here are the results:
Top 10 Cities for Beer
- Portland, OR
- Denver, CO
- Grand Rapids, MI
- Seattle, WA
- Detroit, MI
- Raleigh, NC
- San Diego, CA
- Cincinnati, OH
- Milwaukee, WI
- Pittsburgh, PA
Top Cities for Wine:
- Portland, OR
- San Francisco, CA
- Seattle, WA
- Sacramento, CA
- Rochester, NY
- San Jose, CA
- New York, NY
- Washington, D.C.
- Hartford, CT
- Cincinnati, OH
Based on official statistics, there is a definite correlation between the business presence of beer and wine in a given metropolitan area. As the lists show, Portland, Oregon is number one on both lists and two other cities- Cincinnati and Seattle- made the top 10 on both sides. Matt Graves, chief data officer at Infogroup, says the data illustrates well the metropolitan areas where beer and wine play a significant role in the local lifestyle and social landscape.
“Through data analysis we are able to highlight cities where industry penetration of beer and wine plays a major role in the social and cultural aspects of consumer’s lives. This analysis provides the best foundation for marketers and business owners looking to begin a career or start a business in the beer or wine industries. Knowing where demand is greater and how it impacts consumers allows them to start a business under thriving conditions”, said Graves.
Besides showing where beer and wine are most commonly sold and purchased, the data provided other unique and valuable marketing insight, including:
- Top beer cities have a higher percentage of homeowners, a higher percentage of married households, and more households with children compared to top wine cities.
- Beer metro area residents are more likely to own pets
- Beer city folk are more likely to eat at family restaurants
- Beer city people are more likely to prefer country music concerts for entertainment
- Top wine metro areas are more likely to have a higher average income and higher home value
- Wine metro area residents are more likely to travel with great frequency, join health clubs, and practice yoga.
- Wine city residents are more likely to prefer live theater and classical music performances.
What this data shows is that some of the stereotypes common to beer drinkers vs wine drinkers do seem to hold true. It has often been said that wine drinkers, for example, are more likely to focus on their health and have more refined tastes when it comes to entertainment. Infogroup’s data seems to point in these stereotypical directions. Mike Iaccarino, Infogroups chairman and CEO, says the lifestyle data produced by this study is invaluable for a business owner who wants to launch a new company and/or better understand the local demographic.
“These insights present significant opportunities for breweries, wineries, and retailers who are looking to reach consumers effectively. We hope businesses capitalize on the lifestyle information and get to know their audience at a greater level, also taking into account the correlation between beer and wine cities for planning and targeting purposes”, said Iaccarino.
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